Hosted in the beautiful city of Prague, social media analytics firm Socialbakers held its global Engage conference in May 2017 Covering industry topics over two days of workshops and one day of keynotes and panels, the event brought together experts from around the world including Tom Fishburne from Marketoonist; Laura Miller from the White House – Obama Administration; Vesselin Popov from Cambridge University’s Psychometric Centre; and Hamda Khochtali from Al Jazeera.
Below are snapshots from the conference and here’s a recap of some of the workshops.
The day-long conference was a massive information overload, but it can be classified into four key themes:
- Social media as a catalyst
- Using social media to create impactful campaigns
- Big data
- Effecting world change through social media.
As Jan Rezab, founder and chairman of Socialbakers put it:
“It’s not just about the marketing side of social media, but how social media affects world change.”
Here’s a glance at the most interesting facts from the day:
The digital and social landscape
For the first year, digital is going to surpass TV advertising
- Majority of social revenue is Facebook, and it’s bigger than the newspaper advertising industry
- Facebook is the dominant players in social media and last year its properties made over $35 billion in ad revenue
- Social media will be a $100 billion ads business
- 80% of media companies have used live video
- People spend 18 mins per day interacting with bots
Role of platforms
Pete Blackshaw, vice-president of digital and social media, Nestle
- Think like a startup
- Managing – not resolving – tensions
- Selling and persuading – especially on the inside
Six drivers of brand creativity:
Lessons from the 24-year old CEO of Social Chain, Steve Bartlett, CEO
Why does social influence?
- It’s powerful
- Everyone is talking about it
- It’s an arbitrage
- Prices are rising
- Consumers are tired of paid ad
- Most importantly, it’s native
Tom Fishburne, founder, Marketoonist
>> There’s more of Fishburne and his cartoons
Tom Fishburne started drawing cartoons on the backs of business cases as a student at Harvard Business School. His cartoons have grown by word of mouth to reach over 100,000 marketers every week and have been featured by the Wall Street Journal, Fast Company, and the New York Times. In 2012, he founded Marketoonist, a content marketing agency focused on the unique medium of cartoons. Since 2010, it has developed visual content marketing with a sense of humor for businesses such as Google, IBM, Vodafone, and Intuit.
Here’s his talk recapped in the wittiest cartoons:
Vesselin Popov, business development director for the University of Cambridge Psychometrics Centre
>> We also spoke to Popov to learn how personality-based targeting can help brands
Computer–based personality tests can tell you more about a person than their closest friends and family
Basically, with 300 likes the personality test can know more about you than your spouse.
No offense, Sephora lovers…
Unfortunately, those who ‘like’ Harley Davidson and Sephora on Facebook, have a relatively lower IQ.
How brands can effectively use personality-based targeting
Brands should remember the following principles with any kind of consumer research:
- Always get consent
- Results should be shared in a clear format
- Predictions should be used to improve service
- Why is that data requested and how is it relevant to the predictions?