3 Unbelievable Lessons and Sessions from Social Media Strategies Summit NYC
Last week, social marketers from all over the world came together to be a part of Social Media Strategies Summit in New York City. I brought some serious lessons back with me, but I don’t want to keep them to myself! I want to share them with you.
1. Selling Your Brand Live: In-the-Moment Marketing With Live Streaming
Our Employees have a Heart for futbol and pride for their home country!https://t.co/seVh3wBG1g
— Southwest Airlines (@SouthwestAir) June 4, 2016
Derek Hubbard, Social Business Specialist at Southwest Airlines, took to the stage to explain why and how Southwest Airlines live-streams — and how the process is much more than just opening an app and seeing what happens.
- To go behind the curtain, giving passengers an inside look into Southwest Airlines’ planes
- To recognize their stellar staff
- To reveal special, unique moments in time
- To aid recruiting efforts
Southwest Airlines makes sure their objectives match their strategy by using the 5 C’s. Nail down the answers to these questions as you put together your own live-streaming strategy.
What does the stream look like?
What is the story? Are you focusing on one topic or multiple?
Who are your characters?
How do you make your characters and content mesh?
How will you achieve the goals you’ve set forth?
Execute (The Flight Plan)
- Before the stream, create a storyboard or guide for the stream’s content
- Identify the participants (host, talent, influencer)
- Establish goals and objectives from the very beginning
- Host a test stream to try out content and copy, and to work out kinks
- Mind the five C’s
- Let the content drive the stream
- Listen and adapt to your audience
- Test and iterate
- Remember it’s okay not to be perfect → show them you’re human!
2. Don’t Be Afraid of the Dark: How to Measure Dark Social
Kevin Shively spoke about what dark social is, and why you should care.
Dark Social is social shares and website traffic that can’t be measured by traditional website or social analytics. When these shares don’t pass a referrer, they appear as “direct traffic” in web analytics, even though they should be attributed to social traffic.
Dark social can come from social mobile apps like Facebook, Twitter, and Instagram. It can also come from messaging apps likeWhatsApp, Kik, and FB Messenger. It can come from major email providers like Gmail, Yahoo, and Outlook. It can come from SMS text messaging.
People don’t always like posting everything about their personal life on social platforms. Sometimes we just like to share privately with friends and family via peer-to-peer channels without the whole world to see. Some examples:
- A daughter might share her desired holiday gift with her mother via SMS
- A friend might send a group message on Facebook Messenger to buddies about a vacation destination for a potential upcoming trip
- A colleague might email her colleagues a new product announcement
Why Should You Care?
When any of these examples occur, and the recipient makes a purchase influenced by a social share, the social team doesn’t get credit. Over 70% of social sharing is dark, over 50% of your social traffic is dark, and over 50% of your social sales are dark.
3. Creative Ideas That Customers Love (and You Can Learn From)
Chris Baier, Creative Director, Writer, and Content Creator at Hashtag Spy, told the audience, “If you only pay attention to one slide…this is it!”
Do these nine things to create great content:
- Social is the place to experiment. Be the guinea pig.
- Reacting and responding can be the best content of all.
- The truth is always great content.
- Think of organic posts as exclusive posts.
- Social is for planting a variety of flowers not one big tree.
- Don’t give ‘em “content.” Give ‘em stuff they can repurpose.
- New functionality means a new chance to game the platform.
- Heartstrings tugged on social media tug more heart strings.
- Go above and beyond and we will give you a hat tip.
How will you incorporate these strategies in your own campaign process? Where do you need help? Let us know on Twitter, and download the Social Marketer’s Guide to Social Media ROI below to connect strategy to business impact.