The #smm13 story – Part 2

Last week saw us host Social Media Marketing 2013, here is part two of our conference round up. Read part one here. After lunch we moved on to...

Last week saw us host Social Media Marketing 2013, here is part two of our conference round up. Read part one here. After lunch we moved on to innovation in Social Media Marketing – looking at how to use Twitter for humour, influencer marketing, native advertising, and finally social video…

Using Humour for Impact on Twitter

David Schneider

Comedian, Twitter obsessive and head of new social agency That Lot, David talked us through building a following using humour, reactive tweeting and tangential selling. Some key highlights:

  • Think of your potential followers as bees – give them nectar so they’ll make the decision to follow you. Do this with a great Twitter profile page – the right background, cover image, profile picture and importantly how you write about yourself
  • Use simple copywriting tricks to make your brand seem more human – contracting words (they’re instead of they are…)
  • Tweeters don’t like the full on ‘rhino charge’ of ‘Buy Me! Buy Me’ but they prefer tangential selling – be subtle, be there and people will see you.

Read Martin Belam’s excellent summary of David’s talk here.

Panel : Who are the Real Influencers?

Chair: Lisa Moretti, FleishmanHillard

Panellists: Dom Dwight (Yorkshire Tea), Caroline Goodwin (Brandwatch), Christophe Folschette (TalkWalker)

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A difficult issue to agree on in Social Media – Lisa asked her fellow panelists how they identified influencers and found out the genuine people who were right for their brand. Some great advice:

  • Monitoring is key to identifying influencers – track the right conversations, find those who have genuine reach, be part of the story
  • Hire a community manager with the right personality who matches your brand values and tone- as Caroline put it ‘Don’t put the employee who brings up death halfway through a company meeting in charge of your Twitter feed’
  • Pinpoint the topics you want to communicate first, then find the right influencers who match
  • The real influencers are the ones you find once you cut out the noise with monitoring, then use a human touch to build relationships
  • Employers are also influencers that you shouldn’t forget – ask them about how they feel about the brand

Is Native Advertising the Future of Online Marketing?

Ben Shaw, BBH

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  •  Native advertising hasn’t existed for long, a year maybe, according to Google Trends. More people are searching for it on Google than sites will provide information about it. Wikipedia still refers to it as a neologism.
  • There are two kinds of native advertising – open and closed. Open is where a single piece of content is syndicated across many platforms, and links you away from the site. Closed is where the advertiser tailors the content according to the rules of the platform so it looks the same, and also encourages people to interact in the same way as they would with the rest of the site’s content.
  • Good native advertising matches the natural ‘consumption experience’ – it shouldn’t ask for a completely different offering from what is already on the site. The opposite of banner blindness.
  • What should you think of before embarking on a native advertising campaign? What sort of engagement do you want, what is your budget, how much time do you have (closed native ads are more time consuming but offer richer engagement).
  • Is  Native Advertising the future? We should always try to create good content, whether for native advertising or not, so it shouldn’t change the way we communicate. It will of course change the way users are given content, and disclosure should remain important so ensure that advertisers are playing by the rules.  

The Future of Instagram – Engagement Marketing for Brands

Gabriel Hubert, Nitrogram

  • Instagram posts receive 100 times more engagement than tweets, there 55 million posts per day (across 150m users) which get 1.2 billion each day
  • What is the future? The half life of an Instagram post is 45-60 minutes, meaning the future for brands is positive – you can test and learn on Instagram compared to other platforms. If I a post isn’t working after 5 minutes, pull it, rework it and put it out again.
  • Photos are still where users feel comfortable, they receive more engagement than video. So photos will remain important, with video as an added bonus.
  • With the introduction of ads, brands on Instagram using them will need to make sure their content fits within the platform, it encourages sharing and also engagement. Click throughs aren’t a priority or a feature on Instagram so ads will be about brand awareness and engagement. 

Is the Internet Making us More Stupider?

David Schneider

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We stopped for a bit of comedy, with David talking us through the most ridiculous parts of the Internet. In short – the internet is split into two sections – cats and things that look like Hitler. So I suppose the Internet is making us stupider, or at least more easily distracted?

Social Video and the Science of Sharing 

Barney Worfolk-Smith, Unruly Media

In our final session of the day, Barney gave us some tips for great social video, see the slides for his 7 top tips. Our highlights:

  • Try to illicit a response in your videos – make it emotional but not negative – they are more likely to be shared. Shock or anger is risky but can drive shares, tread carefully. Exhilaration is the most successful share trigger followed by humour. 
  • Don’t use hard sell. There is no correlation between branding and shareabilty – the average branded video takes 30 seconds to reveal the brand.
  • Make your content good but don’t over invest, instead concentrate on distribution. A larger viewer base delivers more sharing.

And there is our round-up! You can find more highlights and slides from the day on Storify and check out the chat on Twitter using the hashtag #smm13.


Thanks to all who attended our event, our speakers – who as you can see were brilliant. Check out more highlights and pictures on our Storify of the event. 

Missed out on the event? Join us at our next event, find them here. 

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    Tolga Güneysel Reply

    Hey guys,

    thank you so much for connecting with us and with each other last week. We had a great time.

    We created a little How-To regarding the panel discussion on “Who are the real influencers?”. Read it here:

    Cheers and have a great weekend,