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November 19, 2018

Social Media Week London 2018

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Last week, our social team attended Social Media Week London to hear from more than 100 industry leaders about effectively growing and engaging audiences, managing campaigns on a limited budget, working with influencers and more. Over the three days, the team heard from the likes of Ian Edwards Planning Director at Facebook and Jason Miller Global Content Marketing Leader at LinkedIn and had the opportunity to join panels where groups of influencers gave their opinion on how the world of social media is evolving.

Internet Culture On Different Platforms

In an internet minute, 973,000 people log into Facebook, 18 million text messages are sent and 2.4 million snaps are created, leading to the question ‘what is driving the current internet culture on different platforms?’

One of the major factors driving the current internet culture on different platforms is content. Content is king, but as more and more business create new content to share, the social sphere is becoming saturated with content that has simply been regurgitated. In order to capture your audience’s attention, it’s important to produce unique content and think outside of the box.

Engagement Is Not A Strategy

Something that we were constantly reminded of at Social Media Week is that engagement is not a strategy and that engagement alone does not equate to success. While the number of likes, comments and shares on a post looks great, it’s important to consider the click-rate of each post. This can help you more accurately determine the success of the post.

With Facebook’s constant algorithm changes significantly impacting brands, this is now more important than ever. Facebook’s latest algorithm has made it even more difficult for brands to connect with users on the platform, pushing their posts further down the feed. While this may seem better for the user, the only way for businesses to ensure that their posts get in front of the right audience is to put a budget behind them.

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Influencer Marketing

Influencer marketing is now bigger than ever, with more than 39% of marketers stating that they plan to increase their budget in 2018/19.

On Thursday, Aaron Goldman Chief Marketing Officer at 4C explained that: “Put simply, we abandoned the key principles of marketing and got caught up in an “influencer marketing gold rush”. Businesses must consider how they can integrate influencer marketing into their current campaigns and business and build relationships before jumping into an advertising campaign.

From there, we can more accurately create compelling content that not only represents the brand but the individual’s beliefs and what they stand for. It doesn’t stop there, though. In order for an influencer marketing campaign to be successful, businesses must continue to experiment to find out what form of influencer marketing is most effective.

Social Advertising

With Facebook’s algorithm making it more difficult for brands to get their posts seen by users, many are turning too paid social. While this is helping each brand be seen by their target audience, few consider the content their audience actually want to see. Instead, our feeds are being filled by ads that heavily focus on selling a product or service. As explained by Dom Whitehurst Head of Digital Engagement at Wavemaker, we have a growing audience that is desperate for entertainment. This means that content that looks like an ‘ad’ will be ignored. To overcome this challenge, businesses must consider how they can incorporate the idea of storytelling into their ads and experiment with new formats.

Could carousel ads be the way forward? Jason Miller explained that he saw a 36% higher CTR on carousel ads on LinkedIn compared to single image ads. In addition to this, carousel ads generated 33.3% higher engagement and received a 21% higher quality score. So, not only are they a fantastic ad form that allows businesses to tell a story, but they also drive results.

Memology

Memes – just like Marmite, you either love them or you hate them. At Social Media Week, we learnt that memes are here to stay. If you haven’t already incorporated them into your strategy, there has been no better time too! Not only are memes one of the most engaging forms of content because they are relatable, but they help new users discover your page. Compared with product content, memes delivered an incremental revenue increase of 199.4% in one study!

Employee Sharing

Next, we heard from Jason Miller Global Content Marketing Leader at LinkedIn. Astonishingly, a single employee sharing 3 pieces of content a day can add up to 23 million in additional reach in a year. This can add up to 60,000 additional events of people engaging with one businesses content! In addition to this, every 6 pieces of content an employee shares on LinkedIn influencers 6 job views, 3 company page views and one company page follower, highlighting the importance of encouraging your employees to like, follow and share your page.

Top tip: It can be difficult to get your employees to share your social posts, so why not offer them an incentive? By doing so, you are likely to generate even more likes, comments and shares!

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Social Trends In 2019

To round up the week, we heard from Pail Greenwood, Head of Research & Insights and Head of Strategy, Harvey Cossell at We Are Social and Cameron-James Wilson, Creator at shudu.gram and Leila Fataar, Founder of Platorm13. During the seminar, we were provided with exclusive insight into the key trends to know for 2019, which will soon be available for download in a complete report. Some of the trends that stood out include:

  1. Social standing
  2. Fake authenticity
  3. Local legitimacy
  4. Collective AI
  5. New Masculinity
  6. Memes go niche
  7. Minority impact
  8. Democratising data
  9. Right now crowd

Social Media Week London 2018 may have come to an end, but the evolution of social media and how we use these platforms for business certainly haven’t. We’re looking forward to what’s to come!

If you would like to find out more information about our methods for successful social media, get in touch with a member of our expert team on 01245 287 864, today.

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Author:

Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.


Email b.austin@absolute.digital

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