Shared my top takeaways from Social Media Week New York on MRY’s blog. Check it out!
Social Media Week is in full swing here in New York City. Yesterday I attended the panel “Best Brands on Snapchat.” I was interested in attending this panel because not only is it a hot topic but also because for me personally Snapchat has quickly become my most preferred social platforms in the past few months. The panel included Jeremy Skule, Chief Marketing Officer at Nasdaq; Aaron Wolfe, Social Media Specialist at American Airlines; Carla Zanoni, Executive Emerging Media Editor at WSJ; Bridget Evans, Account Director at Vayner Media; and Sarah Epler, Senior Director of Social Media & Fan Engagement at MTV. Here are some takeaways:
Why they love Snapchat (vs other platforms):
– All agreed that they can reach another audience on Snapchat vs other platforms. WSJ & MTV enjoy the storytelling aspect. Both agreed that you should talk to your audience not what you think the Snapchat audience is. WSJ especially had this concern but they’ve been pleasantly surprised. They know 18-24 year olds do care about important news so they don’t have to put puking rainbows to get their attention. Although there’s nothing wrong with puking rainbows.
– All agreed that they’ve had great success with “live content.” They’ve had more success showcasing behind-the-scenes on Snapchat rather than Periscope. MTV takes fans behind-the-scenes at red carpets and MTV shows. Whereas, WSJ used it for the current debates.
– For corporate, NASDAQ showcases behind-the-scenes of the opening bell and interesting financial events. American Airlines said that Snapchat lets them tell different stories than on other platforms. Twitter is mostly customer service related. Because of the “feel” of Snapchat, it can have a less corporate tone of voice. American Airlines just has Aaron and one other Community Manager who create all the content themselves.
Discover vs brand channel:
– WSJ and MTV both have a Discover channel and a specific brand channel. They both approach Discover like a print magazine. There are storyboards and well thought story ideas/journalism and graphics designed for that specific story.
– Whereas the personal brand channel can be more relaxed and off the cuff. Both indulge in “takeovers.” MTV taps social influencers that fit their voice and give them the full keys to their Snapchat handle. Whereas WSJ hands it over to journalists/reporters who may be following a candidate, etc.
Building Snapchat teams:
– WSJ has a full global team in Hong Kong & London as well as teams in several US cities. Each team has about 3 graphic designers and 2 editors. Carla said she wants to grow the graphics team because that is the most important to telling the story.
– MTV has about 10 people dedicated to Snapchat exclusively but they see that growing.
– American Airlines has just 2 community managers who create the content. It is still a very experimental platform for them.
– Snapchat is still the Wild Wild West in terms of analytics and data. However, Discover does offer more robust data. Both MTV & WSJ look at completion rates & “loyalty.”
– American Airlines doesn’t focus on numbers currently and are more focused on telling stories.
– MTV & WSJ did say that their audiences share across platforms (especially Twitter) so they monitor social chatter. People love to screenshot and share on Twitter. MTV’s audience is very vocal and will tell them what they like and don’t like so they use that insight to adjust the content.
For more you can follow me on Snapchat @KimberleeVDW.
Advertising Week is in full force in New York City. Tuesday I attended The Drum’s Found Remote panel – “How Brands Can Participate in the Future of TV.” The panelists included Marc DeBevoise, Executive Vice President and General Manager of CBS Digital Media; Chad Parizman, Director of Covergent Media at Scripps Networks Interactive; Jim Mollica, Vice President of Digital at Under Armour; and Jessica Sheehan, VP & Head of Social at JPMorgan Chase.
Some takeaways from the event:
– “Live experiences are the greatest opportunity to feature brand integration” said Marc and the others agreed. Sports and award shows were the events that offered the greatest opportunity. CBS said they’re very open to working with brands to integrate them into a program and talked about Stephen Colbert’s new Late Night talk show where he has featured several brands such as Sabra hummus. That’s not completely live but it’s a short window whereas a syndicated show offers its challenges. Chad talked about some ways Scripps Network is working around those challenges. One example is partnering with Wayfair to feature “Shop the Look” where viewers can shop similar items featured on their shows. Viewers always want to know where to buy one of the items featured on the shows but truth be told many of the items are 1 of 6 tables ever created at a small boutique so Scripps tries to feature similar items so viewers can recreate the look in their own homes.
– “Don’t be more noise.” Jessica pointed out that sponsorships with Chase can be tricky because it can be so unnatural looking to have a character on a show pull out a Chase card. She talked about their involvement in live events such as the Emmys where they can offer exclusive access reminding users that with Chase they get these type of perks. Long gone are the days of slapping your logo on the red carpet.
– Under Armour is setting the example. Jim talked about Under Armour’s partnership with the upcoming feature film, The Martian starring Matt Damon. Damon plays an astronaut trapped in space. It was the perfect collaboration says Jim because “astronauts are super human” and we want consumers to feel a similar way when wearing Under Armour. It was the right movie to align with the image of our brand. It’s an excellent example of going beyond branded sponsored content. Jim did say it may take longer and be more work but the reward is so much greater and longer lasting for the consumer. Brands should be keeping their eyes out for similar opportunities as the sponsored content space becomes too noisy.
– What measurements matter. There was a lot of discussion about what metrics each company used to measure their audience and ROI. Nielsen just announced they’ll be measuring audiences across platforms by the end of the year but many networks have opted to do their own measurements. CBS has several platforms – CBS All Access, CBS Digital, CBS Sports – so they have relied more heavily on their own in-house metrics versus third party. They all agreed that “impressions” was a metric they would like to see go away. It’s such a vague term that can be just more noise than provide helpful insights. What they want to know is how to funnel those views into actual actions.
– What’s next. As Natan told Cynopsis Media, “Even as social media and technology have matured over the last five years, brands still had few options to reach viewers. With programmatic television in the near future, TV Everywhere apps across all devices becoming the norm, OTT platforms popping up every day, and social platforms maturing, there have never been more opportunities for brands to reach consumers in a trackable and customized way.”
– “Social TV” is a bit of an outdated term as all television is social now. Television as we know it is changing so the term “video content” is broader since we watch across platforms. We’re not all watching in the traditional sense of a box.
– In order to be successful, social needs to be a cross departmental collaboration. Social needs to be integrated into every department and everyone needs to work together to inform decisions.
– The majority of those in the room agreed that it is more valuable to have 10,000 passionate people who are dedicated to the show versus having a million followers. “Fandom” should be more valuable to advertisers as they are willing to consume more and also amplify their opinions across social platforms (i.e. “I fucking love this show!”)
– “Focus should be on measurement that enables clear actions that impact the business” – Jared of Mashwork
– JP of BET predicts that agencies will still be around in terms of social tv. They will focus on marketing/PR aspects while Brand/Programming content will remain in-house.
– JP also said that social data is going to become more and more relevant to programming. He said that this year he had to write 6 pages in his upfront pitch about social data and predicts other networks will be doing the same.
– Nielsen needs to work with networks to set a standard. Many are creating their own which is creating a bit of chaotic environment for ratings. As new platforms for watching content emerge, someone needs to step in to create an industry standard.
– In terms of the future, “We need the ability to measure across platforms to understand a consumer’s entire social engagement path” says Lauren Marchbanks. They predict 2015 will be the year of human emotion.
Check out the full Storify here.
Today was the Social TV Meetup in NYC where the Director of Media at Tumblr, Sima Sistani, joined us. Turns out it was the one year anniversary of the group!
Tumblr recently released a report that says they have more conversation around television then other social networks. It was a big claim especially since Twitter likes to pride itself on being the best social TV platform. In our talk with Sima, she has me convinced!
She talked about the Tumblr community and how passionate they are. Super fans are a group I learned a lot about in my time at GetGlue. They can take your content above and beyond what you expected… if you do it right. Sima gave the stat that 5% of users create original content, while the other 95% are amplifying that content with reblogging. But not limited to Tumblr. She pointed out that Tumblr’s content makes up most of content around the web something like 40% of Pins on Pinterest come from Tumblr (she didn’t have the stats off hand and I couldn’t find an exact report). But from my own experience… most pins are coming from Tumblr. Instagram is easily integrated with Tumblr and I know many bloggers who simply create all their content there.
In terms of competing with the powerhouses like Facebook and Twitter, Sima recognized that Tumblr has their weaknesses like with live events. Twitter owns that space and is like a social “watercooler.” However, Tumblr is not too concerned since they see themselves more as a media company where users come to be entertained. She pointed out that Twitter activity is all around the airing of the show whereas Tumblr content peaks an hour after the show airs (i.e. people talking about what they just watched). And that activity continues 5 days afterwards.
When asked if marketers should consider Tumblr in their marketing strategies, Sima gave a very convincing case. If you invest in a Tumblr strategy not only are you making it easier on yourself content wise because Tumblr gets shared onto other networks so frequently (you might not have to do it yourself) there is also the longevity of that content. She says these super fans want to talk about your show all the time. People are still talking about classic shows or shows that are off air. She pointed out Dr. Who as an example. The new season hasn’t started yet but it’s still a top content producer because the fans are so avid. Whereas a social network like Twitter is very “real time” and content or “trending” dies down several hours after the show (East Coast/West Coast airings) that it takes up a marketers time more so to invest in a Twitter strategy. Not that you shouldn’t be doing both but if you don’t have the budget or the “man” power then Tumblr may be your first option.