Article

Linus Gregoriadis
Linus Gregoriadis 23 October 2017

Three things we learned from the Now You Know Europe conference

The Brandwatch Now You Know Europe conference last week was a fantastic opportunity to catch up on the latest developments in the world of social listening. Below we list our key takeaways for the two-day event that was held at the Park Plaza London Riverbank hotel and hosted by Brandwatch CMO Will McInnes.

Social listening technology has made great strides

Social media monitoring, a.k.a. social listening, is an area of marketing technology that has evolved hugely since it first came on the radar about a decade ago.

The Brandwatch tech team showcased an array of platform developments that underscore both the rapidly changing nature of social media, and also the opportunities available for brands to harvest insights.

The rise of big data, with its ability to process huge volumes of unstructured information quickly, is an opportunity to get faster and better insights from social channels, while also powering predictive analytics.

Amy Collins, the company’s VP of Product, Data, described “data as fuel for insights”, and explained how the company was diversifying its scope to get more insights from channels such as Instagram and Chinese microblogging site Sina Weibo, as well as more established networks such as Facebook and Twitter.

The audience heard that the average article published online only gets eight shares, showing the importance of understanding what content and formats work, and being able to shine a light on the types of content being amplified, and by whom. 

Brandwatch earlier this month announced the acquisition of content marketing and influencer identification platform BuzzSumo, which focuses on helping companies analyse what content performs best for any topic or competitor.

Another increasingly important aspect of social media monitoring is the ability to analyse images as well as text, including company logos and emojis.

Brands need to find their ‘why’

The theme of Metia VP Misia Tramp’s keynote presentation was “social truth” and the need to understand the key attributes that drive customer experience.

She quoted U.S. film producer Robert Evans who famously said: “There are three sides to every story: your side, my side, and the truth. And no one is lying. Memories shared serve each differently.”

She explained that analysis of unstructured social data is a great way to understand how brands can find that middle ground – or “mutual resonance” - where the truth of a brand’s story matches the experiences and needs of the consumer.

brandwatch.jpg

As well as gaining insights from social media, brands can also align their messaging with what consumers are actually saying, and make it more personalised based on their “tribal allegiance”. 

Another key takeaway from Misia’s talk was the need to focus on minimising customer effort rather than “surprising and delighting” them, which she suggested was now a dated business mantra.

Later on the opening day of the conference, Hootsuite’s EMEA senior manager for content and social marketing, Elizabeth Knights-Ward, also spoke about the need to strike the right tone with consumers, in a presentation that outlined four rules for resonating and engaging with customers.

She ran through some powerful stats about the growth of social, including how Instagram only took 18 months to reach 50 million users. It now has more than 10 times that number of active daily users, according to Statista.

The key to successful engagement with social media is understanding human motivations, such as knowledge, social approval, companionship and money. “If you put the human first, the tech side of things will fall into place,” she said.

The schedule has become a stream 

There has been a fundamental shift in the way that content is now being consumed from the time-honoured radio- and TV-oriented schedules of the 20th century to the “stream” that now dominates our lives in the age of social media.

Matt Locke, director at content studio Storythings, described in fascinating detail the origins of the schedule in radio broadcasting, dating back more than 100 years, and how the concept was then adopted by television networks.

While the schedule is synchronised, homogenous and regulated, the stream has become a new paradigm for organising people’s attention in a way that is personalised, mobile, de-contextualised and endless.

The stream is also defined by its power to amplify strong emotional signals, but there is a dark side in the way that fake news can be spread more easily without any context, and the ease with which unverified stories from dubious sources can be circulated.

As voice technology – and indeed robot voices - become more dominant in our lives, the lack of nuance and understanding around context will become an even greater challenge, he argued.

The stream has also redefined the length of stories, with both shorter and longer forms of content being monetised effectively. The attention span has in some ways actually become much bigger, rather than being attenuated, as many people had anticipated.

According to Matt: “The stream will dominate the 21st century in same way that the schedule dominated in the previous century.” It is difficult to argue.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more