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It’s 2019 & Your Brand Needs To Think Like A Media Company
Social Media Week, London 2019
James Lamon, Head of Content BuzzFeed UK
Its 2019 & Your Brand Needs To Think Like A Media Company - - PowerPoint PPT Presentation
Its 2019 & Your Brand Needs To Think Like A Media Company - - PowerPoint PPT Presentation
Its 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
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David Bowie Frida Kahlo Shia LaBeouf Dame Judy Dench
Who said: “Anything that moves you is art”
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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
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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.
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What impact did the meme have?
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Memes > Nike
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How do we apply this to social today?
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Social Media in 2019
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TRUTH
JOY
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67%
Active social media users in the UK
Social media is super duper big.
110 Mins
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 SLIDE 17
Social media is all video now.
12x
The increase in shares on social video posts vs images and/or text posts.
77%
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 SLIDE 18
Social media is interactive.
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Social media is fragmented.
Friends Influencers Celebs Media companies Topics of Interest Relatives Brands
SOURCES OF CONTENT IN MY FEED*
*the size of these circles is entirely arbitrary
Colleagues
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Social media is deeply personal.
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So what?
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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.
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TRUST
This brand values my time. My time spent with them is
- meaningful. They offer things for me.
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The Connection Spectrum
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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.
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POTENTIAL AUDIENCE
YOUR AUDIENCE
ALL CONSUMERS
YOUR CONSUMERS
Brand:
Advertising
Content Comments Content
Media Company:
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POTENTIAL AUDIENCE
YOUR AUDIENCE
ALL CONSUMERS
YOUR CONSUMERS
Brand:
Advertising
Content Comments Content
Media Company:
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AUDIENCE
YOUR AUDIENCE
ALL CONSUMERS
YOUR CONSUMERS
Brand:
Advertising
Media Company:
Content Content Comments Content
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TASTY PRODUCTS!
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THE FUTURE
Brick & Mortar = Clicks & Mortar
- More buying shifts
- nline, death of the high
street
- More time is spent online
and on mobile
- More traditional linear
entertainment is consumed on digital (live sports, live events, TV shows, etc)
Social = Marketing
- Your social media
strategy subsumes your advertising strategy
- Your social media
strategy becomes your entire marketing strategy
Social expands enterprise features
- Social platforms invest in
better self-service targeting, surveying, marketing tools
- Social platforms invest in
e-commerce, lower funnel tools, driving sales
- Social media becomes a
full funnel tool
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AUDIENCE
YOUR AUDIENCE
ALL CONSUMERS
YOUR CONSUMERS
Brand:
Advertising
Media Company:
Content Content Comments Content
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CONSUMERS AUDIENCE
YOUR AUDIENCE YOUR CUSTOMERS
Content Comments Content
Media Brands:
Content
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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 SLIDE 41
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 SLIDE 42
How Do I Steal My Unfair Share?
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Social media is fragmented.
You have access.
Friends Influencers Celebs Media companies Topics of Interest Relatives Brands
SOURCES OF CONTENT IN MY FEED*
*the size of these circles is entirely arbitrary
Colleagues
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Social media is interactive.
You have audience research baked in.
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Social media is deeply personal.
Go audience-first. Ask yourself what people are watching, and why, and where your brand fits.
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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.
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James Lamon
Head of Content, BuzzFeed UK james.lamon@buzzfeed.com