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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
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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 Social Media

Collaborative Economy Honeycomb

It was great to meet Jeremiah Owyang again at #SXSW. The founder of www.crowdcompanies.com introduced the third version of his Collaborative Economy Honeycomb. The Collaborative Economy, the passion of Owyang, enables people to mostly get what they need in life or business from each other. A new trend that is extremely disruptive for most industries and businesses. Uber, Airbnb anyone?

Honeycombs are resilient and extremely solid structures that enable access, sharing, and growth of resources among a very demanding and resourceful group of empowered people. Jeremiah’s latest version of the Honeycomb framework, visualizes how the Collaborative Economy has grown exponentially  to include new applications in Reputation and Data, Worker Support, Mobility Services, and the Beauty Sector. Owyang’s Honeycomb is slowly, but surely taking on the very nature of a real hive….

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By In Social Media

Inégalités H/F : combien ça coûte ? 

Différences de salaire, accès restrictifs à l’éducation, avortements sélectifs, mentalités bloquées sur un rôle féminin ankylosé, Dispositions légales et cadre juridique insuffisants, manque d’infrastructures spécifiques, violences conjugales,…les contraintes d’accession au travail sont nombreuses et handicapantes pour l’égalité hommes/femmes.

Le tissu associatif et politique clame depuis plusieurs décennies, avec avancées certaines, la nécessité d’accéder à l’équité pour accéder à ce fameux #vivreensemble.

Cette semaine dans ma chronique radio eco/trends, je vous propose une revue économique des coûts de l’inégalité entre les sexes : le coût de la féminité d’une part et le manque à gagner pour le PIB mondial.

Parce que les chiffres ne mentent pas…

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By In Social Media

BLOGUEUSES BEAUTÉ : Eldorado des marques, gourous des consommatrices

Cette semaine, Birchbox et Octoly nous proposaient une infographie intéressante et bien réalisée. Celle-ci provient d’une étude traitant de l’impact des blogueuses et youtubeuses beauté sur le comportement d’achat de la beauté en France. Grâce à leurs audiences puissantes et engagées, elles deviennent de véritables ambassadrices de marques. Considérant les blogs comme des sources d’informations particulièrement fiables, les consommatrices sont dès lors plus enclines à faire confiance et à se laisser guider dans leurs achats.

Découvrez les résultats de cette infographie tout à fait inédite !

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By In Content Creation, Marketing, Social Media

FTC: disclose Native Advertising

The U.S. Federal Trade Commission (FTC) updated its guidance on native advertising just before attacking the Christmas diner. With the guidance, the FTC tries to make sure to protect consumers from advertising in disguise.

Confused and confusing
A study from contently.com stated the obvious: consumers are utterly confused about what is advertising, and what is not. They have difficulties to detect native advertising within ‘real’ editorial content. The key-findings of the study:

  • On nearly every publication tested, consumers tend to identify native advertising as an article, not an advertisement.
  • Consumers often have a difficult time identifying the brand associated with a piece of native advertising, but it varies greatly, from as low as 63 percent (on The Onion) to as high as 88 percent (on Forbes).
  • Consumers who read native ads that they identified as high quality reported a significantly higher level of trust for the sponsoring brand.
  • 62 percent of respondents think a news site loses credibility when it publishes native ads. In a separate study conducted a year ago, 59 percent of respondents said the same.
  • 48 percent have felt deceived upon realizing a piece of content was sponsored by a brand—a 15 percent decrease from last year’s survey.

While this might look as great and fab to some advertisers and their agencies, it is clear that the FTC is not amused. Their guidance clearly aims to over time enforce a guarantee that native advertising is very clearly labeled as such.

Shared responsibility
The FTC puts the responsibility of correctly labeling the native advertising as advertising jointly to the advertisers, their agencies, and the publishers that own the content platform, be it on- or offline. It expects not only that the commercial piece is clearly labeled as such, but moreover that the visual presentation of the native advertising piece leaves no doubt for the consumer that it is “different” from the regular content.

Ethical behavior
FTC put out a guidance in the US that is completely in line with its view on the commercial use of influentials and bloggers: asking for complete transparency and disclosure. The FTC guidelines and policies historically become textbook best practice guides real quickly in Europe.
Personally, I think that as well the advertisers, the agencies as the publishers have a moral duty to disclose, and be fully transparent. Duping the consumer into thinking that a piece of content is genuinely editorial is just plain wrong. There is room enough to be creative with native advertising without having to dupe the consumer in any way.

FTC guidelines on real time advertising
FTC guidelines on real time advertising

 

(This post first appeared here)

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By In Social Media

David Bowie on the Internet…

The Internet is an alien life form“, David Bowie predicting the huge impact of the internet on art, creativity and society…

So long Starman!

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By In Social Media

Le social media demande le social !

content-strategy

Lors du dernier social media summit auquel j’ai assisté, j’ai été très surprise de voir à quel point l’importance d’un programme d’influenceurs était peu développée.

C’est un peu comme avoir un pays sans ambassadeur…Ou surtout, oublier le fondement de la “propaganda” depuis la nuit des temps : le pouvoir du bouche à oreille ainsi que le pouvoir de persuasion de certaines personnes au sein d’une société.

Be or not to be, la question n’est plus là

Pour les control freak de la brand Identity, c’est compliqué à assumer, je l’entends. Si on contrôle le reach d’une pub, la façon dont elle sera mémorisée révèle des sciences divinatoires.

Laissez-moi vous dire une chose : ce qui sort de votre zone de confort en vaut forcément la peine. Ce n’est pas parce que vous ne voulez rien voir qu’il ne se passe rien. La twittosphère n’a pas attendu que BHL crée un compte Twitter pour le parodier, personne n’a attendu que Jawad crée son compte Facebook pour inviter la moitié de la planète à une pyjama party chez lui.

Alexander Wang, grand créateur New-Yorkais avouait lui-même au New York Times qu’il pensait certaines de ses créations en fonction du rendu potentiel sur Instagram.

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Il y’a non seulement le quoi, mais le qui !

Mais on sait pertinemment que comme pour le Ice bucked challenge, le message doit être représenté puis amplifié pour les bonnes personnes pour être pertinent. Le poids de Johnny Hallyday faisant ses courses au Aldi du coin (admettez que le voir pousser un caddie doit être une expérience en soi) n’a pas le même que Mémé Josiane et son caddie à fleurs au même rayon.

Sauf si Mémé Josie a les cheveux roses et qu’elle est skate-board : là, vous tenez un concept, surtout si vous la snapchatter en train de chaparder dans les rayons des bouteilles de gin. Si en plus vous êtes  cette marque de gin, vous avez tout gagné.

Ou que Mamie Danielle propose sur BFM TV “d’apporter des fleurs à nos morts” fraternisant avec tous les musulmans de France : un compte Twitter est spontanément créé pour récolter des dons pour lui offrir un bouquet géantissime. Parce qu’on a tous besoin d’une Mamie Danielle à aimer et qu’il n’en a pas fallu de plus pour en faire la coqueluche positive des tragiques événements de novembre 2015.

internet-fleurs-danielle

Tomber amoureux de votre marque

 

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L’erreur pourtant ô combien répandue consiste à vouloir créer une histoire de contenu à travers des messages marketing basés sur des insights. C’est un peu comme sur un site de rencontre : vous avez la liste des arguments rationnels et descriptifs, mais personne n’est jamais tombé amoureux d’une liste de qualités, aussi extraordinaires soient-elles – à moins que vous n’ayez un voyage sur la lune dans vos expériences passées (et que vous garantissez n’avoir jamais eu de lien avec Louis Amstrong).

Tomber amoureux, c’est un feeling, une sensation indescriptible et incalculable, un mélange de phéromones et d’autres substances chimiques corporelles douteuses. Vous ne savez pas pourquoi vous aimez vos amis, pourquoi vous aimez votre frère ennuyeux ou pourquoi Nicki Minaj vous fascine (un secret entre nous, promis) ou encore comment François Hollande arrive à séduire coup sur coup des profils aussi variés que ses manches ne sont jamais ajustées.

En revanche, si la promesse que votre marque propose, son apport dans le quotidien ne matche pas avec les qualités intrinsèques de votre produit, vous aurez un problème de fidélisation. C’est ce qui est arrivé à notre ami François Hollande et qui a conduit au chef d’œuvre de la littérature française 2015 de Valérie Trierweiller.

4 étapes :

En conclusion, 4 étapes sont fondamentales et indissociables :

  1. Lâcher prise et baisser le brand-narcissism autour du content. Tout ce qui distraira ou informera votre audience vous rendra agréable à avoir dans son quotidien. L’attention et l’affection, ça se mérite. Si vous n’y arrivez pas, je peux vous conseiller la sophrologie ou l’hypnose, ça aide.
  2. Mapper et faire plaider votre cause aux bons avocats. Ceux qui font leur show devant la cour et dont tout le monde respecte l’avis, qu’il soit juste ou pas. C’est injuste, mais comme disait Thierry Ardisson, la vie est injuste.
  3. Engager votre audience en la reliant à une vraie expérience, proche de ses centres d’intérêts, pas de ceux de votre marque. Tout est valable, mais une règle prévaut : less is more. Les conseils de Coco Chanel ne s’appliquent pas qu’à la mode. Au plus simple, au plus efficace.
  4. Pousser votre contenu sur les supports via des incitateurs digitaux, numériques, traditionnels afin que votre contenu soit visible. Si certaines choses n’ont pas de prix, d’autres s’achètent. Chez nous, par exemple.

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By In Social Media

MBP expands: These aren’t the droids you’re looking for. (Ben Kenobi)

Ach. One of the perks of being in charge, is that you can handpick your team. A year after the launch of my MBP squad, I’m so happy to announce we’re expanding –again-. As I am notoriously difficult, noisy, sceptic, challenging and overall impossible-to-live-and-work-with, finding the right talents was not a small task.
But, here they are, the brave souls that gave a kidney to join MBP. They all pack enough energy to propel a pound of meat in an orbit around Saturn just by fluttering their eyelashes. They have brains the size of asteroids, and ideas so fresh it will freeze your Jacuzzi over. Heck, if I had found these people earlier, Pluto would still be a planet, regardless of what Neil deGrasse Tyson thinks.

 
Salma Haouach joins as a Business director and as content strategist. Solvay-trained, Salma has an extensive background in content marketing and storytelling. With Moroccan roots, she is the energetic woman behind www.Ladybaaz.com and the mesmerizing voice of “Dame de Pique” (Every saturday on Arabel FM -106.8 FM-).
Thaïs Smeekens reinforces our French Community and content management. Thaïs comes from Baby Boum, where she was in charge of both the B2B and B2C communication strategies, social media, press relations, partnerships management, video production, web design, brand development and customer relations.
Adrien Duchateau joins as creative director. He is a multidisciplinary designer focusing on brand identity, and web & mobile interface. An online wizard on digital creation, he will strengthen the team on all visual creations, digital imagery, and visual concepts. Strongly versed in mobile development and design, Adrien is able to create his designs from the ideal perspective for digital creations: mobile first.
Julien Denotte brings his designing skills in image creation and infographics to the table. He is a passionate believer in visual attractive snack-bites that offer great stopping power, and loves translating a good brand story in an attractive infographic. In his world, an image definitely beats a thousand words.
Ergin Arslanbas started as a creative consultant. An unorthodox video communication specialist, he will be a corner stone in MBP’s YouTube, Vine, Snapchat, and Instagram endeavours. Ergin, from Turkish ancestry, kicks ass at Achterklap ,one of YouTube most popular channels.

 
Every MBP’er is as well a top-notch leader in his speciality, as a crucial addition to the team. Content is a science, and experience teaches us it takes a slightly mad team to make it happen. We’re all geared up for 2016. To quote Olivier Blanchard: “Pray that we never become your competitor’s secret weapon.”

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