the future of social media #sxsw #ogilvysxsw
DESCRIPTION
Why listen to a bunch of self-diagnosed experts blathering on from the stage? Moderators Sean McDonald of Pricewaterhouse Coopers and Sam Decker of Mass Relevance were having none of that at their SXSW session. They dressed themselves up in the finest double knit polyester a man could find, and strode out into the SXSW sunlight as the epitomes of 1970s game show hosts. They turned the audience into the experts and then turned them loose, striving to answer the questions posed by others and vying for bragging rights, the grand prize crown, and a crisp $100 bill. Here are the best-liked questions from their rollicking session.TRANSCRIPT
BY BA RRIE SEPPINGS
BROUGHT TOYOU BY THEMOSHPIT OFEXPERTS IN
THE AUDIENCE
THE FUTURE OFSOCIAL MEDIA
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: WHAT IS THE VALUE OF GOOGLE PLUS?WHILE IT MAY NOT BE THE JUGGERNAUT OTHER SOCIAL NETWORKS ARE, GOOGLE+ IS USEFUL FOR GETTING YOUR CONTENT SURFACED IN SEARCH. GOOGLE PREFERS CONTENT WRITTEN BY AUTHORS WITH STRONG GOOGLE+ PRESENCE.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: WILL SERVICES LIKE VINE AND SNAPCHAT SURVIVE AND MAKE MONEY?VINE IS ALREADY STARTING TO FIND FAVOUR WITH BRANDS, AND THEREFORE THE MONETIZATION PATH LOOKS CLEARER. AS PART OF TWITTER, THEY HAVE A STRONG SUPPORT NETWORK TO HELP THEM BECOME A PROFITABLE DIVISION. SNAPCHAT’S PATH IS LESS CLEAR. THEY KEEP THEIR NUMBERS CLOSE TO THEIR CHEST, BUT THE NUMBER THAT IS PUBLIC IS THE BILLION DOLLAR OFFER THEY REPORTEDREPORTEDLY TURNED DOWN FROM FACEBOOK. THAT COULD BE A BRILLIANT MOVE...OR A BONEHEADED ONE.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: HOW DO MARKETERS DEAL WITH SOCIAL MEDIA FRAGMENTATION?THREE WAYS: 1) STAY FOCUSED ON YOUR AUDIENCE—LOOK FOR THE MOST RELEVANT USER BASE. 2) LOOK AT THE DATA—JUST LIKE TRADITIONAL MEDIA. 3) ALIGN THE FORMAT TO YOUR BRAND CULTURE—SOME BRANDS NEED TO BE ON THE NEXT BIG THING WHILE THAT MAY BE UNIMPORTANT FOR OTHERS.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: HOW CAN I GO VIRAL WITHOUT GOING TO LEGAL AND COMPLIANCE HELL?MAKE FRIENDS WITH THE HEADS OF THOSE DEPARTMENTS. ESTABLISH AN UNDERSTANDING OF THE GUARDRAILS FOR THE BRAND AND COMPANY BEFORE DEVELOPING CONTENT THAT MIGHT HAVE VIRAL APPEAL.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: HOW IMPORTANT IS PAID SOCIAL?PAID SOCIAL IS BECOMING VERY IMPORTANT AND ORGANIC IS BECOMING LESS PREDICTABLE. THE MAJOR SOCIAL NETWORKS ARE THROTTLING BACK THE REACH AND ARE STARTING TO BEHAVE MUCH MORE LIKE REGULAR MEDIA NETWORKS IN THIS REGARD.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: HOW DO I CONVINCE NON-BELIEVERS (ESPECIALLY IN A CLIENT ORGANIZATION) THAT SOCIAL HAS REAL VALUE?SHOW THEM THE NUMBERS THAT MATTER: THE NET PROMOTER SCORES OF CUSTOMER WHO ARE FANS/FOLLOWERS VS THOSE CUSTOMERS WHO ARE NON-ENGAGED. THAT’S A CONVINCING ARGUMENT RIGHT THERE. USE DATA TO BUILD YOUR CASE FOR THE POTENTIAL AND THEN SELL IN THE OPPORTUNITY WITH A TRULY INSPIRING IDEA.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: HOW DO YOU KNOW WHEN TO SUNSET SOCIAL MEDIA PRESENCE FOR A BRAND?PLACE SOLID BETS. DON’T FRAGMENT YOUR BUDGET. PLAN YOUR TIMELINE SO YOU KNOW WHAT TO DO WITH EVERGREEN VS EVENT-TRIGGERED CONTENT.
BY BA RRIE SEPPINGS
THE FUTURE OFSOCIAL MEDIA
Q: WHAT’S THE MOST IMPORTANT ROLE FOR SOCIAL?CUSTOMER CARE. IF YOUR CUSTOMERS ARE SPENDING THE BULK OF THEIR TIME ON SOCIAL MEDIA, WHY WOULDN’T YOU BE TOO, READY TO HELP AT ANY MOMENT?
