According to David, the key to nailing social media is platform specificity: creating content that is right specifically for the platform it is on. David will talk through examples of platform specificity from various brands and broadcasters including a few of their clients (Channel 4, Nando's, Jamie Oliver, HSBC) and a few recent examples from US brands. The talk will cover tone of voice, design, video, live broadcasting, paid social, engagement and social innovation. If you're looking to up your game on, or broaden your knowledge of, Instagram, Facebook, Twitter or Snapchat, come along. Dress code: platforms. (May contain jokes).

1. #SEARCHLOVE BOSTON 2018
THE
ART OF
PLATFORM
SPECIFICTY

2. 2
#SEARCHLOVE BOSTON 2018
THE
ART OF
PLATFORM
SPECIFICTY

3. 3
#SEARCHLOVE BOSTON 2018
THE
ART OF
PLATFORM
SPECIFICTY

4. DAVID
4

5. 5
DAVID

6. 6
DAVID

7. 8
DAVID

8. 9
DAVID

9. 10
DAVID

10. 11
DAVID

11. 12
DAVID

12. 13
DAVID

13. 14
DAVID

14. 15

15. DAVID
& DAVID
16
Monday (2013).
They went for a drink on Tuesday.
They were making content by Wednesday.
And Thursday and Friday and Saturday.
They chill on Sundays. (client-dependent)

16. WHO WE
ARE
17
We provide original, shareable content
to brands and broadcasters to help
them grow audiences and cut through
on social.

17. THE AVERAGE
PERSON THUMBS
THROUGH 300FT OF
CONTENT EACH DAY
ON THEIR SOCIAL
PLATFORMS
18

18. 19

19. 20
THE AVERAGE
PERSON IN THE US
SPENDS 2 HOURS
AND 1 MINUTE
EVERY DAY ON
SOCIAL PLATFORMS.
Source: Hootsuite

20. 21
KNOW
YOUR
PLATFORMS

21. 22

30. FACEBOOK
31

31. 500MILLION
People are watching videos
on Facebook everyday
32

32. The same
number of people
who attended
Donald Trump’s
presidential
inauguration
33
500MILLION
People are watching videos
on Facebook everyday

33. The same
number of people
who attended
Donald Trump’s
presidential
inauguration
34
Source: Sean Spicer
500MILLION
People are watching videos
on Facebook everyday

34. FACEBOOK:
THINGS
TO
CONSIDER…
35

35. 36
Video and more video
FACEBOOK:
THINGS
TO
CONSIDER…

36. 37
Video and more video
Size matters
FACEBOOK:
THINGS
TO
CONSIDER…

37. 38
Video and more video
Size matters (so does sound)
FACEBOOK:
THINGS
TO
CONSIDER…

38. Video and more video
Size matters (so does sound)
Be relatable
39
FACEBOOK:
THINGS
TO
CONSIDER…

39. Video and more video
Size matters (so does sound)
Be relatable
Paid, Paid, Paid
40
FACEBOOK:
THINGS
TO
CONSIDER…

40. Video and more video
Size matters (so does sound)
Be relatable
Paid, Paid, Paid & Paid
41
FACEBOOK:
THINGS
TO
CONSIDER…

41. CHANNEL 4
42
6.2 billion organic video views on Facebook in 2017

42. 43
DESIGN FOR
SOUND OFF,
DELIGHT WITH
SOUND ON

43. 44

44. 45
FACEBOOK
LIVE

45. 360
VIDEO
46

46. 47
CANVAS

47. 48
PAID

48. 49
80%of social
is now paid
PAID

49. 50
80%of social
is now paid
PAID

50. 51
80%of social
is now paid
PAID

51. 52
PAID OWNED STATS
Source: Social Media Today report, 2017

52. 53
70%of conversations
about brands are
earned
PAID OWNED STATS
Source: Social Media Today report, 2017

53. 54
70%of conversations
about brands are
earned
PAID OWNED STATS
92%of consumers
trust earned
Source: Social Media Today report, 2017

54. 55
70%of conversations
about brands are
earned
PAID OWNED STATS
92%of consumers
trust earned
50%of consumers
trust ads
Source: Social Media Today report, 2017

55. 56
INSTAGRAM

56. 57
INSTAGRAM:
THINGS
TO
CONSIDER…

57. 58
You guessed it… video
INSTAGRAM:
THINGS
TO
CONSIDER…

58. 59
You guessed it… video
Dedicated follower of passion
INSTAGRAM:
THINGS
TO
CONSIDER…

59. 60
You guessed it… video
Dedicated follower of passion
Grand Designs
INSTAGRAM:
THINGS
TO
CONSIDER…

60. 61
You guessed it… video
Dedicated follower of passion
Grand Designs
Never ending Stories
INSTAGRAM:
THINGS
TO
CONSIDER…

61. 62
300MILLION
Instagram users, use stories
everyday

62. 63
300MILLION
Instagram users, use stories
everyday
Which is just under 1/3
of the amount of
people who’ve
mentioned Justin
Bieber on Twitter in the
past 10 years

63. 64
300MILLION
Instagram users, use stories
everyday

64. 65
INSTA
STORIES

65. 66
INSTA
VIDEO
Number of videos produced
per day on Instagram has
increased 4x year on year

66. 67
INSTA
CAROUSEL

67. TWITTER
69

68. 70
TWITTER:
THINGS
TO
CONSIDER…

69. Tone, sweet tone
71
TWITTER:
THINGS
TO
CONSIDER…

70. Tone, sweet tone
Let’s get topical
72
TWITTER:
THINGS
TO
CONSIDER…

71. Tone, sweet tone
Let’s get topical
Big event live-tweeting
73
TWITTER:
THINGS
TO
CONSIDER…

72. Tone, sweet tone
Let’s get topical
Big event live-tweeting
Prepare to engage
74
TWITTER:
THINGS
TO
CONSIDER…

73. 75
68MILLION
Twitter’s user base in the
US is currently

74. Meaning there are now
more people on Twitter in
the US than people in
the UK.
76
68MILLION
Twitter’s user base in the
US is currently

75. 77
68MILLION
Twitter’s user base in the
US is currently

76. 78
TONE OF VOICE

77. 79
TONE OF VOICE

78. 80
TONE OF VOICE

79. 81

80. 82

81. 83
TOPICALITY

82. 84
PLANNED SPONTANEITY

83. 85
BIG EVENT
LIVE-
TWEETING

84. 86
BIG
EVENT
LIVE
TWEETING

85. 87
ENGAGEMENT

86. 88
ENGAGEMENT

87. 89
ENGAGEMENT

88. ENGAGEMENT

89. ENGAGEMENT

90. ENGAGEMENT

91. 93
PLATFORM
SPECIFICIT
Y

92. 94
WHY
WE LOVE
TWITTER

93. 95
WHY
WE LOVE
TWITTER

94. 96
WHY
WE LOVE
TWITTER

95. 97
WHY
WE LOVE
TWITTER

96. 98
SNAPCHAT

97. 99
10+BILLION
Daily video views on
Snapchat

98. 100
10+BILLION
Daily video views on
Snapchat
Which is approximately
100 times more than the
amount of viewers of the
Super Bowl 2018.

99. 101

100. 102
ACKLEY
BRIDGE
The UK and Europe’s first
ever Snapchat drama,
for Channel 4

101. PLATFORM
SPECIFIC
INNOVATION
103

102. 104
CREATIVE
MANIPULATION
OF TIMELINES

103. 105
INNOVATIVE
DESIGN &
VIDEO
TECHNIQUES

104. 106

105. 107

106. 108
THE LONG & SHORT OF IT

107. 109
LOOKING
AHEAD

108. 110
LOOKING
AHEAD

109. 111
TIMING
IS
EVERYTHING

114. THANK
YOU
#SMWNYC