Its 2019 & Your Brand Needs To Think Like A Media Company - PowerPoint PPT Presentation

It’s 2019 & Your Brand Needs To Think Like A Media Company Social Media Week, London 2019 James Lamon, Head of Content BuzzFeed UK

Who said: “Anything that moves you is art” David Bowie Frida Kahlo Shia LaBeouf Dame Judy Dench

In 2015, Shia Labeouf created a video with Central St Martins Fine Art Students that became a meme. Shia performed 36 distinct bits. But only one bit went viral — a 1 minute clip by student Joshua Parker. Source: The Art Student Behind Shia’s DO IT!!! https://www.dazeddigital.com/artsandculture/article/24996/1/the-art-student-behind-shia-s-do-it

SPICY MEME SAVOURY RESULTS We can learn from this. ● The purpose was to maximize the engagement of the audience , not to deliver a specific message. ● The strategy was multivariate, not a single big bet.

What impact did the meme have?

Memes > Nike

How do we apply this to social today?

Social Media in 2019

JOY TRUTH

67% Active social media users in the UK Social media is 110 Mins super duper big. Average time spent per user each day 88,000,000 Total hours of time spent on social each day in the UK Source: WeAreSocial Digital 2019 Report. https://wearesocial.com/uk/digital-in-the-uk

12x The increase in shares on social video posts vs images and/or text posts. Social media 77% is all video now. Of consumers say they were convinced to buy a product by watching a video online. 77.3 mins Minutes spent per day watching digital video in the UK. Source: WeAreSocial Digital 2019 Report. https://smallbiztrends.com/2016/10/video-marketing-statistics.html

Social media is interactive.

SOURCES OF CONTENT IN MY FEED* Brands Relatives Social media is Celebs Topics of Interest fragmented. Friends Influencers Colleagues Media companies *the size of these circles is entirely arbitrary

Social media is deeply personal.

So what?

Q: What does it mean for your content to be “ audience-first ?” A: Your content addresses the personal, individual needs of a real human person.

TRUST This brand values my time. My time spent with them is meaningful. They offer things for me.

The Connection Spectrum

On social, a product-first message will not win. WHY? It’s competing with far more relevant content. My guilty-pleasures, my favs, my BFFs, and the media & influencers willing to do anything for eyeballs.

Brand: Media Company: Content ALL POTENTIAL YOUR YOUR Comments Advertising CONSUMERS CONSUMERS AUDIENCE AUDIENCE Content

Brand: Media Company: Content ALL POTENTIAL YOUR YOUR Comments Advertising CONSUMERS CONSUMERS AUDIENCE AUDIENCE Content

Brand: Media Company: Content Content YOUR YOUR Comments ALL AUDIENCE Advertising CONSUMERS AUDIENCE CONSUMERS Content

TASTY PRODUCTS!

THE FUTURE Social expands Brick & Mortar = Social = Marketing enterprise features Clicks & Mortar ● Social platforms invest in ● More buying shifts ● Your social media better self-service online, death of the high strategy subsumes your targeting, surveying, street advertising strategy marketing tools ● More time is spent online ● Your social media ● Social platforms invest in and on mobile strategy becomes your e-commerce, lower ● More traditional linear entire marketing strategy funnel tools, driving entertainment is sales consumed on digital (live ● Social media becomes a sports, live events, TV full funnel tool shows, etc)

Brand: Media Company: Content Content YOUR YOUR Comments ALL AUDIENCE Advertising CONSUMERS AUDIENCE CONSUMERS Content

Media Brands: Content Content YOUR YOUR AUDIENCE CONSUMERS Comments AUDIENCE CUSTOMERS Content

Carwow is on the list of top auto YouTube channels in the world. Social Blade: top auto publishers: https://socialblade.com/youtube/top/category/autos

By 2023, they are projected to eclipse TopGear to be the #1 auto publisher on YouTube. Social Blade: YouTube comparison: . https://socialblade.com/youtube/compare/topgear/carwow

How Do I Steal My Unfair Share?

SOURCES OF CONTENT IN MY FEED* Brands Social media is Relatives fragmented. Celebs Topics of Interest Friends You have access. Influencers Colleagues Media companies *the size of these circles is entirely arbitrary

Social media is interactive. You have audience research baked in.

Social media is deeply personal. Go audience-first. Ask yourself what people are watching, and why, and where your brand fits.

SPICY MEME SAVOURY RESULTS We can learn from this. ● The purpose was to maximize the engagement of the audience , not to deliver a specific message. ● The strategy was to try many things, to test & learn, instead of one bet. ● And this is how a media company thinks.

James Lamon Head of Content, BuzzFeed UK james.lamon@buzzfeed.com