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On May 23rd and 24th, London hosted the Global Digital Marketing World Forum (DMWF) and it was even more impressive than we expected. In this article, we will share four tips for adding a more personal touch to your social media strategy that will demonstrate how big of a role social media plays in the marketing world.
Glen Gilmore, a Forbes’ Top 20 Social Media Influencer, spoke about the value of building a community filled with people who are passionate about what you do and are eager to hear more about it.
In summary, Gilmore felt that people only do business with those they know, like, and trust, which is why you should build your community based on trust, transparency and most of all, authenticity because your followers can spot if you’re not being authentic from miles away. So lead with passion and honesty, and the right crowd will follow.
James Humphrey, VP Sales at Brandwatch and Crimson Hexagon, touched on the importance of going with the flow and capitalizing on the marketing trends.
He gave an example of Nike doing just this by capitalizing on the Colin Kaepernick controversy (the football player who refused to kneel during the US national anthem). Nike seems to capitalize on controversial figures, as they ran advertising featuring Lance Armstrong after a doping scandal, Maria Sharapova following a failed drug test, and Tiger Woods in the midst of a sex scandal. This example exemplified how trends can be used in your social media strategy.
Most of the speakers seemed to be on the same page when it comes to Chatbots’ shrinking popularity and usability. Will Bonnaddino, Director at Will B Social Ltd. and Christy Garrat, Head of Digital from CNBC, agreed that chatbots are useful for redirecting users to the right place but nothing more.
Rather than chatbots, it seems that companies are planning on focusing their marketing budgets on influencers going forward.
The last decade has seen the rise of video across social media platforms and of ephemeral content such as Snapchat, Tik-Tok or Instagram, so using video for storytelling in a crowded environment seems like the way to go.
Colin Buckingham, Digital Marketing Manager at Birds Eye Limited along with Joanna Wells, Vice President, Digital Content, MTV and Comedy Central, Pete Durant, Head of Social & Digital at Endemol Shine UK and Stefano Marrone, Creative Partner & Founder at Nucco Brain spoke about the history of video and shared their insights on how you can use video to your advantage by video-storytelling in ten seconds or less.
According to them, the most important thing is to rethink what your story is, what message you want to send, and then using platforms like Snapchat, Tik-Tok, Instagram or Facebook Stories, create engaging content and compelling campaigns. You don’t need a thirty-people crew anymore to create a professional TV commercial. Instead, you can use personal experiences and small touchpoints to tell your story. Make sure your audience is engaged from that very first second, by knowing your story, knowing what platforms you should be on, knowing who your audience is and knowing where to find them.
Social media is everywhere, and individuals, as well as companies, use it to put the right content in front of the right people. By keeping employees aligned with the latest positive brand news and external content, you can reinforce employee self-confidence, build trust in the brand and empower external storytelling. Lauren Burton, Global Social Community Lead at SAGE, shared her knowledge on how you can build your own program to educate and empower your employees to be brand ambassadors.
Sage Voices’ aim was to allow coworkers to express themselves on social media, to keep them up-to-date with the company’s social events, to update them on industry news and lastly, to provide them the tools to do so. It was built on three pillars:
Sage Voices provides content for every business area - HR, Finance, Sales and Marketing - and is constantly finding new and creative ways of keeping the colleagues engages with regular newsletters containing most popular content, surveys for feedback and even engaging competitions. The results are astonishing. Since launch, more than 50% of employees at Sage registered on the program, leading to as much as 23% of all organic social referrals to come from it and 31% of all conversions being delivered by organic social activities.
The 2019 DMWF opened up some new horizons about social media. But I couldn't help noticing what all the speakers focused on, in one way or another, and what they think impacts the social media landscape the most: authenticity. As there are no hard and fast rules about how to be authentic, you can start by discovering your own core message, sticking to it, and finding an audience who appreciates your message.
Stay tuned for part two of this blog post: 5 Tips for Content Optimization from DMWF 2019, which will focus on Content and SEO. If you have any questions about the 2019 DMWF reach out to us here.