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The Future of Social Media #SXSW #OgilvySXSW

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Ogilvy
Ogilvy

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.

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B Y B A R R IE SE PPIN GS BROUGHTTO YOUBYTHE MOSHPITOF EXPERTSIN THEAUDIENCE THEFUTUREOF SOCIALMEDIA
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHATISTHEVALUEOFGOOGLEPLUS? WHILEITMAYNOTBETHEJUGGERNAUTOTHERSOCIALNETWORKSARE,GOOGLE+ ISUSEFULFORGETTINGYOURCONTENTSURFACEDINSEARCH.GOOGLEPREFERS CONTENTWRITTENBYAUTHORSWITHSTRONGGOOGLE+PRESENCE.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WILLSERVICESLIKEVINEAND SNAPCHATSURVIVEANDMAKEMONEY? VINEISALREADYSTARTINGTO FINDFAVOURWITHBRANDS,ANDTHEREFORE THEMONETIZATIONPATHLOOKSCLEARER.ASPARTOFTWITTER,THEYHAVEA STRONGSUPPORTNETWORKTO HELPTHEM BECOMEAPROFITABLEDIVISION. SNAPCHAT’SPATHISLESSCLEAR.THEYKEEPTHEIRNUMBERSCLOSETOTHEIR CHEST,BUTTHENUMBERTHATISPUBLICISTHEBILLIONDOLLAROFFERTHEY REPORTEDREPORTEDLYTURNEDDOWNFROM FACEBOOK.THATCOULDBEABRILLIANT MOVE...ORABONEHEADEDONE.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOMARKETERSDEAL WITHSOCIALMEDIAFRAGMENTATION? THREEWAYS:1)STAYFOCUSEDONYOURAUDIENCE—LOOKFORTHEMOST RELEVANTUSERBASE.2)LOOKATTHEDATA—JUSTLIKETRADITIONALMEDIA. 3)ALIGNTHEFORMATTOYOURBRANDCULTURE—SOMEBRANDSNEEDTO BEON THENEXTBIGTHINGWHILETHATMAYBEUNIMPORTANTFOROTHERS.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW CANIGOVIRALWITHOUTGOING TOLEGALANDCOMPLIANCEHELL? MAKEFRIENDSWITHTHEHEADSOFTHOSEDEPARTMENTS.ESTABLISHAN UNDERSTANDINGOFTHEGUARDRAILSFORTHEBRANDANDCOMPANYBEFORE DEVELOPINGCONTENTTHATMIGHTHAVEVIRALAPPEAL.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW IMPORTANTISPAIDSOCIAL? PAIDSOCIALISBECOMINGVERYIMPORTANTANDORGANICISBECOMINGLESS PREDICTABLE.THEMAJORSOCIALNETWORKSARETHROTTLINGBACKTHEREACH ANDARESTARTINGTO BEHAVEMUCHMORELIKEREGULARMEDIANETWORKSIN THISREGARD.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOICONVINCENON-BELIEVERS (ESPECIALLYINACLIENTORGANIZATION) THATSOCIALHASREALVALUE? SHOW THEM THENUMBERSTHATMATTER:THENETPROMOTERSCORESOF CUSTOMERWHOAREFANS/FOLLOWERSVSTHOSECUSTOMERSWHOARE NON-ENGAGED.THAT’SACONVINCINGARGUMENTRIGHTTHERE.USEDATATO BUILDYOURCASEFORTHEPOTENTIALANDTHENSELLINTHEOPPORTUNITYWITH ATRULYINSPIRINGIDEA.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOYOUKNOW WHENTOSUNSET SOCIALMEDIAPRESENCEFORABRAND? PLACESOLIDBETS.DON’TFRAGMENTYOURBUDGET.PLANYOURTIMELINESOYOU KNOW WHATTO DOWITHEVERGREENVSEVENT-TRIGGEREDCONTENT.
B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHAT’STHEMOSTIMPORTANTROLE FORSOCIAL? CUSTOMERCARE.IFYOURCUSTOMERSARESPENDINGTHEBULKOFTHEIRTIMEON SOCIALMEDIA,WHYWOULDN’TYOUBETOO,READYTO HELPATANYMOMENT?
The Future of Social Media #SXSW #OgilvySXSW

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The Future of Social Media #SXSW #OgilvySXSW

  • 1. B Y B A R R IE SE PPIN GS BROUGHTTO YOUBYTHE MOSHPITOF EXPERTSIN THEAUDIENCE THEFUTUREOF SOCIALMEDIA
  • 2.
  • 3. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHATISTHEVALUEOFGOOGLEPLUS? WHILEITMAYNOTBETHEJUGGERNAUTOTHERSOCIALNETWORKSARE,GOOGLE+ ISUSEFULFORGETTINGYOURCONTENTSURFACEDINSEARCH.GOOGLEPREFERS CONTENTWRITTENBYAUTHORSWITHSTRONGGOOGLE+PRESENCE.
  • 4. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WILLSERVICESLIKEVINEAND SNAPCHATSURVIVEANDMAKEMONEY? VINEISALREADYSTARTINGTO FINDFAVOURWITHBRANDS,ANDTHEREFORE THEMONETIZATIONPATHLOOKSCLEARER.ASPARTOFTWITTER,THEYHAVEA STRONGSUPPORTNETWORKTO HELPTHEM BECOMEAPROFITABLEDIVISION. SNAPCHAT’SPATHISLESSCLEAR.THEYKEEPTHEIRNUMBERSCLOSETOTHEIR CHEST,BUTTHENUMBERTHATISPUBLICISTHEBILLIONDOLLAROFFERTHEY REPORTEDREPORTEDLYTURNEDDOWNFROM FACEBOOK.THATCOULDBEABRILLIANT MOVE...ORABONEHEADEDONE.
  • 5. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOMARKETERSDEAL WITHSOCIALMEDIAFRAGMENTATION? THREEWAYS:1)STAYFOCUSEDONYOURAUDIENCE—LOOKFORTHEMOST RELEVANTUSERBASE.2)LOOKATTHEDATA—JUSTLIKETRADITIONALMEDIA. 3)ALIGNTHEFORMATTOYOURBRANDCULTURE—SOMEBRANDSNEEDTO BEON THENEXTBIGTHINGWHILETHATMAYBEUNIMPORTANTFOROTHERS.
  • 6. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW CANIGOVIRALWITHOUTGOING TOLEGALANDCOMPLIANCEHELL? MAKEFRIENDSWITHTHEHEADSOFTHOSEDEPARTMENTS.ESTABLISHAN UNDERSTANDINGOFTHEGUARDRAILSFORTHEBRANDANDCOMPANYBEFORE DEVELOPINGCONTENTTHATMIGHTHAVEVIRALAPPEAL.
  • 7. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW IMPORTANTISPAIDSOCIAL? PAIDSOCIALISBECOMINGVERYIMPORTANTANDORGANICISBECOMINGLESS PREDICTABLE.THEMAJORSOCIALNETWORKSARETHROTTLINGBACKTHEREACH ANDARESTARTINGTO BEHAVEMUCHMORELIKEREGULARMEDIANETWORKSIN THISREGARD.
  • 8. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOICONVINCENON-BELIEVERS (ESPECIALLYINACLIENTORGANIZATION) THATSOCIALHASREALVALUE? SHOW THEM THENUMBERSTHATMATTER:THENETPROMOTERSCORESOF CUSTOMERWHOAREFANS/FOLLOWERSVSTHOSECUSTOMERSWHOARE NON-ENGAGED.THAT’SACONVINCINGARGUMENTRIGHTTHERE.USEDATATO BUILDYOURCASEFORTHEPOTENTIALANDTHENSELLINTHEOPPORTUNITYWITH ATRULYINSPIRINGIDEA.
  • 9. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOYOUKNOW WHENTOSUNSET SOCIALMEDIAPRESENCEFORABRAND? PLACESOLIDBETS.DON’TFRAGMENTYOURBUDGET.PLANYOURTIMELINESOYOU KNOW WHATTO DOWITHEVERGREENVSEVENT-TRIGGEREDCONTENT.
  • 10. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHAT’STHEMOSTIMPORTANTROLE FORSOCIAL? CUSTOMERCARE.IFYOURCUSTOMERSARESPENDINGTHEBULKOFTHEIRTIMEON SOCIALMEDIA,WHYWOULDN’TYOUBETOO,READYTO HELPATANYMOMENT?