LIVE from Engage 2013: The Most Exciting Insights From Social Media Brought to you Live

Keep up with our live blog. Stay tuned for a play-by-play of our amazing line-up!

LIVE from Engage 2013: The Most Exciting Insights From Social Media Brought to you Live

[5:55 CET] Enon Landenberg – Publicis Group

Building the First Social Spaceship

Three friends decided to enter a competition, called Google Lunar XPrize, to build a spaceship, send it to space, and have it land on the moon. They decided to build the smallest spaceship – about the size of a washing machine. Once on the moon, pictures must be taken and then the spaceship must move 500 meters. There is a $20 million cash prize for the winner of the competition.

After networking, we created a board of members, filled with knowledge of how to build a spaceship. The biggest universities have joined the organization. The president of Israel has even joined! There are 250 volunteers dedicated to the project.

The spaceship has a new purpose of encouraging kids to learn about science. The organization enters schools, introduces the project, and gets kids involved in the building process. To promote the project, the organization created a Facebook Page to ensure a two-way conversation. They also wanted to find a larger community. By utilizing popular trends, like The Voice and Big Brother, the organization was able to attract more followers. The website also provides games and projects for kids, which leads to more engagement and interaction. The page ended up receiving more shares.

To create even more awareness, Enon travels to conferences and events and spreads the word about the project.

[5:33 CET] Irene Meister – Global Digital & Frederic Colas – Group Fullsix

We Like the World

The goal: Travel the world in an uncommon way. Each night, they were hosted by social media connections, ultimately saving money on hotels. However, the hotel funds were donated to help to build a school in Africa. The school in Africa was opened in June 2012.

How did 11,000 Facebook connections find the family? From a social graph, which included spreading the word, networking. The project raised 30K USD from saving money on hotels, and 70K USD more through donations.

You need to create ongoing content. To build and mobilize a network, you must use storytelling and community management. Promoting posts and reposting star content helped lead the program to success.

Irene Meister will be embarking on your global trip in order to raise money for girls’ education in Cambodia. She will be raising 50 USD in funding each night she stays with a Facebook friend.

[4:44 CET] Maeve Sullivan – Headstream

Social Brands 100 was created 3 years ago. We realized that a campaign’s buzz ended once that campaign was done.

What is a social brand? It’s a brand that establishes win-win relationships, active listening, and displays appropriate behavior.

What is Social Brands 100? These are brands that meet the “social brands” requirements and are crowdsourced for nominations. If a company is truly a social brand, its community will back them.

2013 Social Brands 100

Methodology: Crowdsourcing still the way to go. We incorporated past nominees, took brands from Socialbakers’ Analytics, adding over 700 brands and many more industries.

KPIs: We focused on Facebook and YouTube – with a specific focus on Response Times and Response Rates. Research would be too difficult if each new platform is added to the methodology.

New this year: We’ve conducted survey to better understand what companies are doing with their social. We’ve introduced questions, such as: How much is their social budget? What are the trends? Are there any new developments.

The results for Social Brands 100 will be available May 23rd, 2013. This year there are 715 brands and 23 industries

[4:15 CET] Paul Papadimitriou – Digital Intelligence Analyst

Companies are social animals. Companies have always been human and are hardwired to be engaged.

Companies have a vanity metrics. For example, how many retweets > shares? Introspection is a good thing for companies and vanity metrics gives insight into who your company is. Who’s doing what? Etc.

Discovering your company DNA will give you the attributes of your customers. What is our DNA made of? It’s made of something we call Information Architecture.

Here is an example of Information Architecture: a website is a form of company architecture. Your organization is displayed on your website, therefore if you are badly organized, it is obvious.

The entire organization of a company is displayed on the website.

The question arises: What are they selling? Answer: Much more than products.

67% of users use search engines before actually completing a task online. The web still acts as a social channel.

Companies must decide how they will translate their DNA into social content. We refer to this as Social Personality Discovery – the entire company contributes to this process. Once a company knows who they are and the public knows who they are, they have been successful on social. For example KLM decided that sales = service. This how KLM defines themselves, responding in 15 minutes, giving themselves 9 hours to solve complex cases.

Before a customer knows a company, it is called Social Dating. This is the time a consumer spends getting to know a company.

Companies can increase loyalty by asking fans what they want to see and what they want available to them. There is a general rule stating that content is king, but it’s not as easy as that. Different content works for different companies. However, content is now haptic – it’s no longer worded content. Videos and pictures are successful.

[2:52 CET] Bruce Daisley – Twitter

There are 200 million Twitter users globally. Twitter is the shortest distance between you and what interests you most.

38% of our daily media interactions occur on a smartphone. People are transfixed to their mobile phones. Twitter’s approach is to use native ads – they look and feel like the content they’re surrounded by. Tweets are not intrusive, they’re informative.

The average person looks at their phone 150× a day.

60% of Twitter tweet while watching tv. People use Twitter while performing other tasks. They

capture the moment and therefore, ads focus on people’s interests and preferences. Marketers look at words in someone’s tweets and target ads towards the content. Hence, marketing is driven by moments of context.

What drives sales? What impact does Twitter activity have on sales? There is a direct correlation that is significantly stronger than normal advertising, 30% more conversations, 6.1% increase in sales – proving how effective Twitter is.

Q & A

“How does Twitter add countries?”

“We’ve added trending topics from major cities – among other ways,” answers Bruce.

“What is the sentiment analysis? Can you really appraise the mood?”

“Sentiment is difficult to interpret, we try to use keywords targeting and remove certain words,” says Bruce.

“Have you got any data about women using Twitter while watching tv?”

“Twitter was proven to be better than google among beauty products, etc. We tend to find evidence that Twitter is more effective for search,” says Bruce.

[1:01 CET] Nicolas Roope -Executive Creative Director / Partner / Founder / Owner at Poke & Spencer McHugh – Marketing Director at EE

Social was in the heart of the planning with our brand from the very beginning – it was always going to be a key part of what we were doing.

How do they build their community at a super fast pace and full spectrum? Product, Service, and Behavior. Super fast content has also been a priority for the brand. Interactive elements, like flashing lights, have been established to alert the brand in real time of interactions from fans. All these interactions give the brand real time feedback to help react faster, change what needed to be changed and progress in the future.

Celebrating milestones, first 5,000 Likes, have proven to be an effective strategy.

Creative content has played a huge role in the social media campaigns.

It is important to become more ambitious and utilize YouTube and other channels to build a community. Using popular content that is familiar to people, instead of building everything from the ground up, has also been an effective technique. “Using elements from the world around us” gives a unique touch that reaches millions of like-minded people.”

Something the brand lives by: invest in what is already working.

[12:26 CET] Jeremy Waite – Adobe, EMEA

Jeremy Waite explains the many dilemmas brands face when determining a proper social media strategy. With so many different metrics to focus on, it is sometimes difficult to decide which is the most important. Because of this, the “Like Cycle” was created.

The Like-Cycle, from Adobe, ties together the five key social marketing challenges that most brands struggle with and emphasizes the need to build all marketing activity on a solid strategy. This is based on an understanding of data and intelligence.

The five challenges most businesses face in social media are:

  • What type of “likes” do you want?—Who are you trying to reach and why?
  • What are you going to do with them?—Do you have interesting content and a good engagement strategy?
  • How are you going to keep them?—Building loyalty is often a brand’s biggest priority, but it’s getting harder to keep people’s attention.
  • What is the value of a “like”?—Your social media strategy will never get off the ground properly unless you understand the meaning of social ROI.
  • What is the cost of a “like”?—How much are you willing to pay to attract someone’s attention, and is it worth reallocating funds from a different channel?

While facing the five challenges head on is a major priority, Waite also explains that not every Like is important. The Likes that come from the most important customers are the ones that truly count. Who are those customers? Answering these questions, Waite explains, will lead a brand in the right direction for determining the most valuable of customers:

  • Who are the people talking about you the most?
  • What are they saying?
  • Why are they talking about you?
  • When did these conversations happen?
  • Where did these conversations take place?

The answers to these questions provide countless benefits, such as decreasing money spent on advertising by targeting ads to the appropriate audience. Waite goes on to explain the cost, value and appropriate uses of Likes.

[12:15 CET] Lionel Lassalle – KLM

After the great ash cloud of 2010 in Iceland, thousands of airline passengers were stranded without flights home. It was at this point that KLM realized customer service needed to be taken to a new level. Social media was the way to strengthen customer support. KlM defined three main strategic pillars to act as the backbone of a successful social media presence: Customer service, Brand & Reputation, and Commerce. Providing excellent 24/7 customer support by responding to fans in a matter of minutes, building an impressive reputation through conversation and social acts and utilizing the engagement to promote products have all been fruitful achievements for KLM.

KLM promotes, “From Social Media to a Social Business,” and over the years they have truly accomplished the title of a social business. The brand receives over 25,000 social media mentions and employs over 60 dedicated social media agents to respond quickly and solve issues.

Social products have also been a priority for KLM. Meet & Seat is a social application available to KLM customers for meeting fellow flyers on board their flight. Dreamcatcher is another social product from KLM used for travel planning. Travelers can plan trips, list destinations, read tips from friends and much more with KLM’s new tool.


[11:12 CET] Pete Blackshaw – Nestle

How does Nestle use social? 3 main ways: Listening, engaging, inspiring and transforming 8 months straight of community management, hackathons, thought leadership at the corporate headquarters and many other endeavors. With over 600 FAcebook pages alone, Nestle posts over 1,300 pieces of unique content. Utilizing Socialbakers to analyze data, benchmark against competition and increasing listening skills has significantly assisted Nestle’s social strategy.

How does Nestle use the data?

The data is analyzed and then content is adapted to what is working versus what isn’t, which ultimately leads to more Likes and Shares. One goal for the brand is to get closer to the demanding consumer, Socialbakers helps them do that.

[11:00 CET]

What a great talk from CEO, Jan Rezab! He’s open to questions at the moment. Let’s get them answered:

“Can you can integrate personal websites into the new dashboard?”

Jan Rezab: Yes, anything that uses API.”

[10:30 CET]

Entering a New Era of Social Analytics

Jan Rezab

CEO Socialbakers

Jan Rezab, CEO of Socialbakers, discusses the latest trends in social media. What are the current trends? People are now following more content – over 50 pages Liked per person; customers are more readily adjusting to what social media has to offer; new applications are attracting followers: Instagram, Vine, etc.

While trends are important, Jan stresses the fact that taking social media seriously is a crucial approach and is often missed by brands. Although social media is an integral part of any successful business plan, companies are still refusing to utilize the full potential of social marketing. Many companies are struggling to change and shift.

Rezab is a firm believer that complete immersion into social media is the only way for a brand to be successful. How does social help companies grow? Social media makes research a much easier process. New innovations, like BrandLove from Socialbakers, helps brands understand how they’re performing among consumers and what people think about the brand.

For whatever reason, a brand chooses not to incorporate social media into its marketing strategy, Socialbakers has an abundance of products that can make the shift into social a seamless and successful process. For brands to measure their social media properly and integrate the correct metrics in their reporting, a reliable analytics platform is a necessity. Socialbakers has everything you need…and more.

[10:00 CET]

Rick Edwards has just introduced the TweetBox. Make sure to check it out!!

The Night Before

What an exciting precursor to the event! We’ve had a great night discussing our social media experiences and getting one-on-one conversations, not only with each other, but with the top leaders in the social media arena. Make sure to keep up with our live blog! We’ll be delivering up-to-date information from Engage 2013!

Staff Writer

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