iris New York shares key learnings from Social Media Week NYC 2016.

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Confidential © 2016
3/2/16
3/2/16
Social Media Week NYC
2016 Learnings

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1) consumers CARE ABOUT BRAND RELEVANCE, NOT DIFFERENTIATION
2) CONTENT always A RESOURCE TO ASSIST CONSUMERS WITH THE BUY
3) DEPTH of engagement To create loyalty, reflect culture
4) verticalization/automization of content
5) content as a place to apply insights gained from social
TOP LINES.

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Keynote: The Millennial Ideology, with Co-
founder and Co-CEO of Refinery29
By Philippe von Borries

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Engagement
trends (Go Deep) E-commerce/
Conversion
• More new, targeted
media properties
• Deep micro
communities/
passionate tribes
• More diversity/global
connectivity
• Visual driven world
• Connecting around
issues in new ways
• Niche Experiences
How long you get
people’s attention?
Leverage social for
commerce. Get people
to check out as quickly
as possible
An
Increase
in the
depth of
Engagement
The eco system
Engagement + E-commerce
it’s a
digital
first
world. Relevancy
Speed
Quality
conversion

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From The
digital to
physical
world.
Audience.
Just because a
consumer doesn’t
buy something right
then doesn’t mean
they didn’t interact
with it in a strong
way
Look for pools of
interest among
consumers. Currently
among brands there’s
a lack of
channelization
What does your
audience want from
you?
Driving to dot com not
the pinnacle of
performance.Take
consumer interest and
scale up
When publishing
content:
Give ppl the opportunity
to go deep. Take topics
that you feel strongly
about and create stand
alone pieces locations/
platforms for ppl to go
explore deeply
Engagement
(Go Deep)
Hardest
thing
about
digital is
discovery.
E-commerce
conversion
REFINERY29 29 ROOMS:
8K ATTENDEES, 3-4 HOUR WAIT
“People showing up in the real
world for ppl working on digital
is a big deal. And people
wanted to broad cast their real
life experience”

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Atomization of Business: Content
Strategies for Speed, Quality, and
Efficiency
By Code and Theory

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create tons of
content.
As long as it’s…
How do you split up your stories?
Be relevant to any user coming in from
whatever touch point and then adjust their
experience accordingly
What are the relevant points for
consumer consideration?
Tell as many messages to as many
people and retarget them. Control the
customer journey, control the
experience.
Responsive
Cultural
Cool
Fluid
LISTEN
LEARN
CREATE
Put different
pieces of the brand
together. Not
everything is for
everyone.
SPLICE IT UP.
RELEVANCE OVER
DIFFERENTIATION AND
BRAND CONSISTENCY

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Based on consumer
CONSIDERATION.
LITTLE- TO-NO BRAND/
PRODUCT CONSIDERATIONS:
SPEED, RELEVANCY
Strategy – stay top of mind
Views/Likes
IMPRESSIONS
ACTION
SUCCESS
Immediate
purchase/to
share
Frequency and
engagement
CONSIDERED BRAND/PRODUCT:
QUALITY, RELEVANCY
Strategy – control the journey
IMPRESSIONS
ACTION
SUCCESS
Meaningful
Provide data
continued
engagement
Conversion
long term
relevance
LISTEN
LEARN
CREATE
SPLICE IT UP.
1)
2)
Requires participation of full, integrated team needed for quick movement–
art, copy, tech, product analytics, sales, marketing, etc

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GIFs as Branded Language: The Future of
Advertising
By Giphy

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Content is the
new culture.
By giphy
Use of visual culture to communicate.
Allows for compactness but also the variety to
express that brings more understanding across
culture and languages
Brands can create gifs and let people alter them..
The consumer ownership portion of the content
is key. Ability to own it and put their stamp on it
Notion of fundamental flip of brand
dynamic in marketing. Letting people
create content off their content
Giphy Participation Brands:
• Hienz Ketchup (“giphy”’d their super
Bowl Spot)
• Hilary Clinton’s official gif campaign
• Converse shoes, kit kat, banana
republic
• Grammy’s–slice show content in real
time for immediately available content
Star Wars
Giphy Cam app created 6 “limited time”
Star Wars filters

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The best brands on SnapChat
Hosted by: Nasdaq

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Snapchat- The Storytelling platform
Snapchat
by the
numbers
The rise of the Discover channel
• Discover: more insightful than brand account in terms of completion
rates, loyalty, and depth within an edition
• Events come across as an authentic sneak peak where viewers feel like
they’re a participant
• Influencer takeovers are most compelling in helping to generate
awareness
• 100M USERS
• 400M SNAPS TAKEN DAILY
• Still only 6% of brands consider themselves to have
an active social presence are on Snapchat
How brands are using the Discover Channel and
Snapchat
WSJ: Uses more like traditional print, whereas their account has live
stories that feel more one on one
MTV: Uses more like TV, and strives to feel like a friend rather than a brand
American Airlines: Joined Snapchat to be “cool by association”. Utilizes
partnerships to bring the brand to life

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The takeaway

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Engage consumers
deeply at RELEVANT
point of interest.
Any engagement can
lead to conversion.
TAKEAWAY.

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Examples OF TRENDS.
§ More niche, vertical digital presence: Refinery29 on snapchat
§ More niche, vertical digital presence: BuzzFeed creation of Cheddar
§ Switch from digital to physical world: Rebecca Minkoff
§ Less about driving people to dot com: Refinery29 short cuts
§ Visual driven world: Giphy memes, sharable content

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THANKS