30 One-Sentence Lessons from Social Media Week NYC 2016

Social Media Week New York 2016 took place from February 22-26 and I was lucky enough

Social Media Week NYC Comedy Central
Social Media Week NYC Comedy Central

to plant myself in NYC and soak in all the social media wisdom I could.  Here some of the tactical lessons I took away from Social Media Week NYC 2016:

  1. Get really good at using Facebook Pixels to target your clients and prospects.
  2. People who aren’t yet raving fans of your company shouldn’t receive offers on social media, warm them up with inspirational, funny, or wildly informative stuff.
  3. Worrying about your follower count instead of your follower engagement is like worrying about sales and not worrying about profit.
  4. The internet is no longer about how to get people to come to your site, it’s about how do you bring your company to people.
  5. The best way to get your company in front of people is by creating excellent content, and posting it on social media where if your content is good enough people will trade their time for paying attention to your company.
  6. Focus on one social handle per social media channel (1 Twitter handle, 1 Instagram handle, 1 Facebook page) and make it really good, don’t divide your attention between multiple handles.
  7. Comedy is the #1 thing that works on social media.
  8. For the first time in measurable history, more people associate themselves with their sense of humour than any other aspect of their personality (more than their ethnicity, religion, educational background, citizenship, etc).
  9. Instagram can be slightly edgier than Facebook because the demographic skews 5-7 years younger.

    Social Media Week NYC Panel
    Social Media Week NYC Panel
  10. Don’t automate anything besides collecting analytics.
  11. The Wall Street Journal has 26 individuals on it’s social media team, CNN has 40, Mashable has 18.
  12. The use of ad-blockers is increasing at a rate of 65% per year (and getting faster).
  13. In a 2-3 year period it’s reasonable to think that websites will not be able to make money with banner ads because of the use of ad-blockers.
  14. The four marketing P’s (Product, Price, Place, Promotion) are being replaced by the 4 E’s (Experience, Value Equation, Everywhere, Engagement). NOTE: the “E’s” need some explanation, email me at taren.gesell@gmail.com for clarification.
  15. DO EPIC SH!T ON SOCIAL MEDIA AND EVERYTHING WILL WORK OUT.
  16. Buzzfeed has had the best success creating content that doesn’t drive people back to their website, rather they do the best with content that is meant to only live on social media (NOTE: It is speculated that Buzzfeed is worth $1.5 billion dollars).
  17. Square videos and photos, on average, generate the largest amount of mobile screen real estate.
  18. Buzzfeed says that using people and faces in their videos, as opposed to products only, always works better.
  19. Sharing content is now done on a more intimate level with just several close friends who would like the content, as opposed to posting the content publicly for all followers to see (Ie. “Oh I bet Chris, Dave and Pat would really like this article.”)
  20. The majority of videos watched on Facebook are watched without sound.
  21. CNN startup subsidiary Great Big Story cares very little about designing his website for desktops because more than 80% of their traffic is mobile.
  22. 360 video today is where YouTube was 7 years ago; lots of people are searching for good video but very few people are creating good video.
  23. If you’re looking at your traffic stats and wondering what “Direct” traffic is: it’s social traffic from mobile social apps.
  24. 70% of social media sharing is “Dark” and will not be attributed to social media web traffic because it appears within “Direct Traffic”.
  25. 50% of all traffic that comes from social media will be buried within “Direct traffic”.
  26. A Shareable brand = BEING DARING + BEING UNIQUE
  27. There is no reason to be sitting in brainstorming about what you think your customers might like on social media, Facebook already knows the answer so start testing and retesting with small campaigns and seeing what your customers respond best to.
  28. Social media allows tiny social media focused companies to compete with mega-brands who have “buy an NFL stadium money” (Ie. You can be damn sure Gillette is worried about Dollar Shave Club even though it’s less than 1/100th the size).
  29. The pinnacle of advertising used to be the Super Bowl which cost over $10 million dollars and was either a smash hit (in which case your ad would be lumped in with all the other smash hits) or it was a spectacularly expensive failure, if you were to spend $10 million dollars on a social media campaign you would be almost assured success.
  30. Social media has unlimited scale; if you spend more you will be guaranteed to have your content distributed to more people, the same can’t be said for traditional media.

    Social Media Week NYC Fear of Being Offline
    Social Media Week NYC Fear of Being Offline

 

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How Snapchat Will Change Small Business Marketing in 2016

Taren Gesell Snapcode
Taren Gesell Snapcode

Mark my words, 2016 is going to be know as The Year of the Snap and within the next year it will become far more mainstream.  

Snapchat will soon pivot from an app traditionally known as a fun “photo texting” app for teenagers and people who want to send disappearing photos of their private parts, to a service that the mass market will adopt as a fun way of communicating and a meaningful way for companies or individuals to build brand equity and a meaningful connection with their consumers.

Now, I’m going to focus on the last comment and how it can help people in business. 

How people were glued to TV in the 50s
How people were glued to TV in the 50s

PREAMBLE: Attention is the currency of this generation.  Fifty years ago brands advertised on the radio, television, in newspapers, or even on billboards because there were so few options for consumers to entertain themselves with (remember when there were only three channels?).  Today, can you think of the last time you actually payed attention to a TV commercial if you couldn’t PVR your way through it? How about radio; do you ever listen to commercial-free satellite radio or listen to podcasts instead? And billboards: for goodness sake, look to your left and right the next time you’re in traffic, I can almost guarantee one of those two people will look at their phones once within a minute.  How can billboard advertisers claim that drivers are looking at their signs, drivers aren’t even looking at the road! 

How People Watch TV Today
How People Watch TV Today

What are people paying attention to? Their phones.  Whether it’s surfing the web, using an app, or connecting with friends on social media, people are spending more and more time staring at their phones.  They’re now spending huge amounts of the time that they previously spent looking at traditional advertisements, looking at their phone in some way shape or form.

How can businesspeople benefit from this knowledge that eyeballs are increasingly being pointed at phones, and specifically how does this relate to Snapchat? Simply speaking, where attention is money follows.

A NOTE ABOUT THE COMPETITION:

  • Twitter: Twitter isn’t dead but Twitter has a massive attention issue.  Early on the culture of Twitter became about following massive amounts of people who you likely had no personal connection to.  This now plays out in most individual’s Twitter streams being far too “noisy” for those looking to advertise or build a brand on Twitter to be able to effectively cut through the clutter. 
  • Facebook: Facebook is an excellent medium and far from even reaching it’s peak.  That said, Facebook makes brands or individuals pay if they want to build a following on Facebook. So unless you’ve got a bundle of cash to build “Facebook Likes”, this might not be the best option for all businesses.
  • Instagram: Instagram has huge amount of attention paid to it, in fact I would go so far as to say that as of writing this article in January 2016 Instagram has the highest amount of attention paid on a per post basis.  That said, Instagram is becoming noisy with A LOT of people on it, and because it is so heavily based on users simply viewing photos and not interacting with other Instagram members that it is hard to build deep connections with passionate followers.

I would go so far as to say that I would much rather have 1,000 watching my Snapchat Stories, than 100,000 following me on Twitter because if 1,000 watch my Snapchat Story I can almost guarantee that nearly all of those 1,000 people are actually consuming (ie. watching) my content.

ON TO SNAPCHAT

snapchat founder evan spiegel
snapchat founder evan spiegel

Snapchat is dominating the attention game right now. Beyond that, Snapchat is dominating the authenticity game right now.  

Snaps (which basically are just photos and videos) sent directly to one of your contacts on Snapchat, or Snapchat Stories which are available for all of your Snapchat followers to view, only last 24 hours and then disappear.  This disappearance means that people on Snapchat become addicted to viewing each and every Snap that is put up on Snapchat; because they don’t want to miss it.  In other words, there is a HUUUUUUUUUUGE amount of attention being paid to Snapchat.  And remember what I said, where attention is money follows.

Also, Snapchat snaps and Snapchat stories have to be taken within Snapchat; they cannot be shot with your camera app then customized, filtered, edited, etc, to make you look better than you actually did in the original picture.  This results in Snaps being very raw, authentic, off the cuff.

Here’s how I think it will help change business: Snapchat will level the playing field between marketing Davids & Goliaths.  Big companies might be able to outspend small companies, but small companies can always out-authentic and out-creative big companies. Snapchat gives small companies a medium with which they can build deep, lasting, authentic connections with end consumers at a fraction of the price of advertising in traditional mediums.  Small businesses who want to build a business that competes with large companies will be able to succeed more often than they were able to in the past.

Why is Snapchat able to help small companies and individuals more than other social media services have in the past?  First, Snapchat has a lot of attention being paid to it. Second, Snapchat is authentic.

AUTHENTICITY builds TRUST

People LIKE brands they TRUST

Consumers BUY from those they TRUST

So here’s the bottom line: if you’re a small business or individual looking get an immense bang for your marketing effort buck, while at the same time building genuine connections based on trust and respect with your consumers YOU NEED TO GET YOURSELF ON SNAPCHAT.

snapchat-splash-iphone6-hero
snapchat-splash-iphone6-hero

Thanks for reading everyone! If you want to connect and follow my triathlon training, life married to Kim Babij-Gesell, and life as social media grand poo-bah you can check me out on Snapchat at “ARaceTaren” or downloading my Snapchat Snapcode at the top of the article.