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By In #SxSW, Marketing, Social Media, Trends

The Hottest Marketing Trends at SXSWi 2016

SXSW-2016-930x581Some trends we saw pop up at SXSW this year in marketing that we would like to share with you.

Messaging becomes bigger than social media

As we saw in our last article, the messaging apps are in the top 10 most used apps on mobile. It is impossible to ignore its importance as billions of messages are being sent every day. According to Adweek, the younger generation is spending a lot less time on social media and much more on messaging apps such as Whatsapp, Kik and Facebook Messenger.

So now we have to consider marketing through messaging if we want to reach the elusive Millenials and especially Generation Z. The trick here is to make sure that, as a brand, you stay relevant and natural. Venturebeat mentions that “Marketeers need to find the key moments to passively enable a conversation through visual language or by creating compelling customer experiences via messaging channels.” We know that young consumers use messaging when in-store, sharing pictures of the products and asking for advice from their peers. Should brands position themselves as “peers” this generation feels comfortable with asking for advice? All we need now is a platform that meets the consumer’s needs for an intimate way to share and connect.

Being aware of dark social

Dark social is on the rise, especially with Generation Z. It simply includes apps such as Snapchat and Eroder – social media/apps that allow people to share moments of their life with their peers or followers but which are erased hours later. This gives a sense of security to the user, knowing that these will not endanger any future career plans (or the wrath of their parents now that they have befriended their children on classic social media such as Facebook and Instagram 😉 ).

Dark social is not making it easy for marketeers to use to their own means; there is no way to analyse any data from these platforms. Some brands are using these platforms effectively, creating fun dialogues with their audience, but this remains very limited in visibility and there is currently no way to grab useful data and learnings from these.

From text to visual

Emoji’s, stickers, Snapchat, video (360° or regular) – all of these are on the rise, and most of them also in marketing. This means there is a clear shift from text to visual marketing and brands need to make sure they follow this shift. In our last blog post, Instagram was pushed forward with some great examples of how, as a brand, you can position yourself as an inspiration all the while branding your content and being relevant for your audience. Not always an easy feat but entirely worth it should you find a way to incorporate your brand in a creative, visual way.

Virtual Reality is taking over

Images of people at SXSW wearing VR gear popped up pretty much everywhere on our social media feeds; a sign that might mean that VR was a hot topic at SXSW 😉 This year, the Samsung Gear VR wanted to push SXSW goers to try VR by pushing the #VRonDemand campaign. According to Venturebeat, if you tweeted the hashtag and responded to their following DM, the Samsung team brought you Samsung Gear VR to your location. A fun way to bring VR to the average consumer!

Artificial Intelligence

The tables have turned when it comes to robotics. Cynthia Breazeal from MIT introduced us to emotive computing in 2015, and this year emotive AI returned to Austin as she brought along her friend again: Jibo. Jibo is a super advanced robot, connecting to humans on an emotional level and creating a human-to-human connction rather than a human-to-robot experience. Venturebeat mentions that “the key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.” So, are you looking forward to your first emotional connection to AI?

jibo

Curious? Interested? Questions? Drop us a line at info@mediabrands.pub and we will be happy to discuss these topics with you!

Inspired by Adweek and Venturebeat

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By In Content Creation, Marketing, Social Media

Facebook Visual Communication Summit in Belgium

Yesterday, 17/3, MBP attended the Facebook Visual Communication Summit in Belgium. I would like to share with you some of the learnings of the day.

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Together, growth and being mobile are the 3 key terms with which we were introduced into the afternoon of talks on Social Media. Be open, be bold; the world is becoming more and more mobile and we need to adapt. Is your mobile investment following the trend?

The first person to take the stage was Paula Bonomo. She informed us that within 5 hours, people tend to consume 7 hours of content. Multitasking has changed: whereas before people would be knitting while watching TV, now people tend to spend their time consuming information on multiple platforms at the same time. Everything is in competition with everything for attention, so it is harder to be noticed and therefore important to be meaningful.

To communicate with people in a natural and relevant way is to create an engaged audience for your brand, which will feel more connected to you and your brand.

Communication is becoming:

  • Immediate
  • Expressive
  • Immersive
facebook video

Facebook Video Section

This explains why the most used apps are messenger apps. You will find 1B people on Whatsapp and 800M users on Facebook messenger.

Because the human brain processes images 60.000 times faster than words, visuals are becoming more and more pertinent for advertisers. This takes us to video advertising on social media. On Facebook we are seeing around 8B video views per day, even on mobile. It seems that emotional closeness compensates for the size of the screen. Facebook has developed a video section which allows a total immersion in video viewing. Later on, Facebook will unroll a storytelling medium called Canvas, which will allow for even more immersion in your storytelling experience as a consumer.

The next step will be Virtual Reality and Augmented Reality. We are looking forward to the possibilities Facebook will bring us with Oculus, a new computing platform.

Paula summarised:

  • Reach people where they are
  • Embrace messaging
  • Experiment with expressive storytelling
  • Embrace new formats

Next up was Bert Hendrickx of GfK Belgium. According to him, 29% of people go on Facebook to discover new information. It has become their news platform as well as a place to connect with friends.

A very interesting habit Millenials are picking up is using your mobile in-store for extra information. Not only do they go to websites to compare the market, but also to ask friends their opinion on what they are buying/should buy.

However, we are seeing a trend that if people actually shop online through their mobile, they tend to spend less (€50 on average in their cart) when shopping on their smartphones than they do on tablet and desktop (€110 on average in their cart). Is mobile disrupting e-commerce?

We see separate functions in each piece of equipment we use:

  • Smartphones are for staying connected
  • Tablets are for entertainment (and often shared within a household)
  • Desktops are seen as a work device (larger screen for convenience)

–> people do tend to skip between devices.

Camilla Desmond‘s talk was all about video. Here is what she highlighted during her talk:

  1. Mobile is different
    • People are consuming more video on mobile – >75% of views
    • Consumers are more visual
    • Visual is the way to communicate
    • Virtual Reality will become a key player in brand communication
      • 1.7 seconds are needed to consume content on mobile
  2. Business Outcomes
    • Outcome needs to be measurable
    • Less is more – try and keep them interested
    • Earn attention – learn how to connect with your audience
    • Creative – tailor your communication to your consumer
    • Experiment – it is important to test, learn and iterate
  3. How to earn a consumer’s attention
    • Look for what matters to your consumer.
    • Create longer exposure
    • Use the Facebook function for automated captions (coming soon): Facebook creates captions for your video’s; good for a sound-off environment.
    • Transparency in reporting

Julie Pellet charmed us all with her french accent during her presentation: Instagram, from text to image.

She reminded us that images are a universal language and that if you have a smartphone, you are a photographer. Capturing images has become very easy for us and second nature to a lot of us, a behaviour we see especially in Millenials. Apps such as Snapchat and Instagram make this possible for all of us.

Capture and share the world’s moments – Instagram is a place for creativity and inspiration: have a look at 15-year-old Adeline from Nivelles who was inspired and now inspires more than 17.000 people every time she posts:

There's a whole world out there

A post shared by Adeline Wantiez (@toxicspiritss) on

Each Instagram feed is unique, different, because we all choose who we follow based on our interests. It can be seen as a fingerprint. 80M photo’s are shared on Instagram every day, inspiring many of us.

When placing a brand in the Instagram environment, it is important to keep in mind that you need to remain an inspiration to your followers: place your brand at the center of visual inspiration:

  • 60% learn about brands on IG
  • 75% take action after being inspired by content on IG

As a brand on IG, branding drives awareness: make sure the brand is visible, but in a relevant way. A great example of this is Ben & Jerry’s:

Don't burn up your Leap Day without celebrating. We've got 20 ways to do it – link in profile. #LeapDay

A post shared by Ben & Jerry's (@benandjerrys) on

As well as relevant branding, it is important to create a concept for your IG account. See what your target is into and inspire yourself to inspire others. A concept drives brand lift.

Some things to keep in mind when turning to Instagram to communicate to (potential) followers about your brand:

  • Think about the consumer journey
  • Create and use a distinct visual voice
  • Combine Facebook and Instagram (both have the same targeting options in ads)

 

So, how do you see your brand evolving on social media? Will you be creating more visual communication? Would you like to brush up on your video skills? Don’t hesitate to contact us for more information, we will sure be able to help you with all of these questions, and more: info@mediabrands.pub

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By In Social Media

What’s Tweetin’ at #SXSW2016?

So, what did we see in our #SXSW2016 Twitter feed? Here are a few…

#GaryVee

#Bourdain at SXSW

#Millenials

#Robots

#Storytelling

#POTUS

And of course… #GrumpyCat 😉

It sure is a crazy interactive world out there! What #SXSWi talk has inspired you the most so far? We’ll be keeping an eye on what’s happening in Austin, Texas in the next few days, so watch this space!

sxsw

 

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By In Content Creation, Marketing, Social Media

How my field hockey team used Tinder to find a coach…

We all know how Tinder works and we all know what it is for: dates, a connection with someone of just simply a booty call. But what happens if you need something else, something different, how can you use Tinder for other purposes?

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– Deepak Chopra

My field hockey team needed a new coach and the start of a new season was looming. A slight panic started setting in about a month ago and we brainstormed to find a solution. After a few jokes about how people find bad dates on Tinder we realised what we needed to do! To announce our predicament widely across Brussels, we made a Tinder profile for our team mentioning specifically we were looking for a coach.

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Coach wanted! My great hockey team is looking for a motivated coach (EN/FR/NL) to accompany its first season in the 2nd Regional Division. Are you ready for a challenge?

A week later, our new (at that moment potential) coach turned up and our team as been in a winning relationship with him ever since.

In the last year, Tinder has been used for many marketing purposes. Like that time an animal charity matched people with pets they could adopt. Or how do you remember Ava? The possibilities are endless and (at the moment) free. All you need is a little bit of creativity 😉

tinder

Want to discuss how your business can be the perfect match with us? Unfortunately we don’t have a MBP Tinder profile (yet), but you can always send us an e-mail via info@mediabrands.pub 😉

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By In Content Creation, Marketing

Food For Thought…

contentHorse

 

*Found on contently.com

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By In Social Media

[INFOGRAPHIC] What are the best times to post on social media?

Sometimes it is hard to know what moment of the day or the week is ideal to post your content on your social media. We encountered this infographic on Social Media Today which is quite a good guideline for the “when-in-doubt” moments. Of course it is a combination of this knowledge and the comprehension that you have about your target group, fans or followers to determine the very best time to post. But we thought to be a good starting point 😉

When do you find is the best moment to post on your social media channels?

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By In Content Creation, Social Media

Storytelling: from Chaucer to Lolcats

The need to tell stories is something that has been part of human nature forever. We like telling stories. We like explaining to someone what we did yesterday, we love telling someone about that guy or girl on we met on holiday and we love making up stories about others that may not seem as innocent after all. We see it everywhere: in Middle English literature such as The Canterbury Tales by Chaucer, which is a story about people telling stories (from fables to gossip), and we see it in the world we, as community managers, are part of: the world of Social Media.

Good storytelling is an art. It is one of the best ways to bring a message to someone, but the most challenging part of it all is captivating an audience. How can you captivate an audience?

Here is Marco Tempest, a man who knows how to captivate an audience: https://www.ted.com/talks/marco_tempest_the_magic_of_truth_and_lies_on_ipods

Well, that is what Community Management is all about. They need to captivate our audience. They want their community to want to read the content and interact with it, because once an audience is captivated, it will come back for more. (Did you look up some more videos of Marco Tempest after that first one? OR are you planning to?)

Now, obviously, as community managers are not expected to be able to do this with their iPhones (although I would be really impressed if some of you could give it a go 😉 ) but they are expected to create magic on social media. Storytelling magic.

Here’s some social media storytelling magic:

lolcats2

lolcats1

Did they captivate you? Did they make you laugh? Did you link the cats with the caption and say “Hey, that goes quite well together!” or “that cat totally looks like it really dislikes humans” (If not, then maybe I chose the wrong content for this audience 😉 ) If so, you will also realize that this type of magic can be just as deceiving as real magic. That cat did not actually say “My fist… bump it”. They did not really “want” the pancakes. There’s the rub. The cat doesn’t care, we all knew that, right? Or did I just burst your storytelling-magic bubble? If so, I do apologise.

All successful stories (including lolcats) have one great thing in common. They provoke human emotion. Whether it is anger, sadness, happiness or even surprise, human emotion is the key to a really good story. Think about your favourite film. Is it a good story? Does it captivate you? Did you want more at the end of it and is that why you can watch it over and over again?

That is what community managers cannot forget when trying to create magic on our social platforms. Captivate your audience, make them believe they are in the wonderful world of your brand and make them feel the emotion that will make them come back for more.

And that, everyone, is the story I wanted to share with you all. So tell me, what story will you be telling your audience today?

*Of course lolcats are not a fit for everything or every brand 😉

 

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