Day 3 of #SMWLDN

Such an enjoyable week this was! Social Media Week’s awesome final day was filled with excellent talks and discussions.

We embraced social strategy performance, analysis, insights, and optimisation at “Measuring what matters: Knowing Your Audience, Your Content, and Your Key Metrics” session, with social media professionals from Socialbakers, Robin Grant – Co founder and Global Managing Director of We Are Social, and Dan Bowsher – social media strategic lead for Vodafone.

Lessons learnt: Talking about what matters to your brand & audience-own relevant content is one of the keys for social marketing.  We should also aim to review social media content strategy quarterly in order to keep it fresh.

Our next event was “Storytelling and common challenges for big brands and startups alike” with Sarah Drinkwater, head of Campus London. We heard some of her some practices, knowing how we can create and define a story, whether for a big brand, or startup.

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Lots of Lessons learnt: We have to identify who your real audience are and who your ideal audience are, because that will affect your content / It’s not about getting 1 million likes on Facebook within a week, it’s about engagement / We need to tell a charming, honest, immediate story, be emotional, and put ownership in audiences / It’s important to be honest and to reply to negative comments, as they can be constructive feedback/ And above all, social media is all about great writing: we should find inspiration everywhere!

“Digital Politics: Why social will decide the next election” brought us surprising insights on social politics, such as this statement: “Social media will not decide the next election, but social platforms will definitely impact it”, by Tom Brake, Deputy Leader of the House of Commons.



Lessons learnt: Social media is an amazing tool specially to talk to young people during elections / Facebook is the best social media network to connect with voters, while Twitter is where we find the most engaged people / The use of video will be a lot different in the next election / “Digital media has become central to the way people consume news” said James Morris, campaign pollster and strategist.

Our final event attended was the full streaming of Web, an award-winning documentary film, produced by Michael Kleiman and Michael Pertnoy. A beautiful and humanistic view of the intersection of the Internet, interdependence, personal connections, considering the huge impact of global connectivity on our lives.

Thanks for following our blog! We’re already looking forward to #SMW2015!




Day 2 of #SMWLDN

It was an enriching experience our 2nd day at Social Media Week London! We attended some other great talks and we are keen to share with you some of our favourite highlights:

We scrutinised the future of news organisations, understanding how social media has affected the traditional media, allowing them to become more real-time. Excellent insights on Journalism and new media with James Montgomery – News Director of BBC, Richard Moynihan – Social Media Editor of Telegraph Media Group, and Tom Grinsted The Guardian.

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Lesson learnt: Traditional Journalism doesn’t work on social. We need to invest and to trust in young digital native.

Another great talk was “How to Build Lasting, Meaningful Relationships with Consumers”, with Linda Scott, CEO at Chapel Digital, and Sophie Eggermont, Business Developer at Engagor.

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Lessons learnt: we need to learn hot to act and interact with customers. Consumers want to have genuine and pure human relationships and brands should build these relations on both online and offline. A strong and well trained social media team, together with a social media filtering tool help us to manage different social media channels efficiently.

Jeremy Dumont and Roberto Alvarez, social media strategists at SocialBakers, talked about real time engagement, and the importance of data and insights in order to build this real-time engagement between fans and brands, on “Visualise your social media activity and follow your business results in real time” session.

“Creating impactful social interactions, before, during and after your events”, hosted by Eventbrite UK, we saw the importance of building new relationships with clients. Technology can help us to keep these social interactions going before, during and after events, maximising their impact.

Lessons learnt: Twitter is the most powerful platform for pre event conversations, with each tweet generating on average £6.23 for that event. Live tweeting is also a way to encourage interaction at events, and we should definitely try capturing as much content as we can during an event, so we’ll be able to feed our social media channels until the next event happens.

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Day 1 of #SMWLDN

Wow, our week is off to a great start. It’s Social Media Week in London and of course we would share lessons learnt on the first day! The Social Shop team are attending lots of great talks and workshops and here are a few essential notes!

Selena Harrington, head of Digital Marketing at Microsoft Mobile UK, brought excellent case studies from Microsoft and successful social media campaigns from @Nokia_UK.

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Lesson learnt: It’s really important to have a well structured social media team – community managers, community strategists, and community creators, to trust your intuition, to know your audience and your budget!

Tariq Slim, Tech Lead from Twitter UK presented some great data: Twitter users say that this platform is the first place where they look for news. There are 15m active users in the UK, 80%  of this use is through mobile and we are looking at 1 billion tweets every 2 days!

Lessons learnt: #EverydayMoments represent a huge opportunity for brands to connect with audiences visibly and relevantly. Brands must learn how to identify these gold moments and make the most of them.

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Marcus Ash from Microsoft talks about how to turn artificial intelligence into something practical, adding AI to the most common experiences.

Lesson learnt: “Asking simple questions can help us deliver better product designs”.

Will Hayard, the Vice President of BuzzFeed in Europe, talked us through Buzz timeline – from funny stuff to serious news around the world with BuzzFeedNews.

According to Will, the Internet has changed and we can spot 3 different stages: portals (newspapers, TV channels); search (early 2000s, Google cracks web search) and social (the web is now connected and driven by sharing). Destinations have changed, as these days homepages traffic doesn’t matter anymore, what people care about instead is to look at what their friends are sharing. Media has changed: Facebook and other social platforms are the homepage and sources for most publishers these days!

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Lessons learnt: Brands must learn what people want from each platform in order to impact their audience through digital ads, rather than just talk about themselves. People want to share content voluntarily – so ads should be enjoyable and interesting! The real key is: think about how you can entertain and delight your audience.

Jochem van Drimmelen, online reputation manager at @KLM presented relevant crisis management case studies from the Royal Dutch Airline Company, summarising reveling their social media strategy: customer service (24/7, 11 languages, and responses within one hour), brand and reputation, commerce focused.

Lesson learnt: Brands now need to be open, transparent and be able to move fast.

Jan Rezab, CEO & co-founder of @socialbakers, introduced #SmartStorytellers: Reach + Total Interactions + Fan Growth. According to him, this is the right engagement metric to look at, and not only be focused on the growth of your fan base.



Tomorrow we’ll be attending more great talks, so please keep an eye on our Twitter for more social media week updates!

Vine, telling stories in six seconds

The digital age is definitely here to stay, and to keep up with all the new gadgets, technology, and social media platforms, we need to be fast and curious. We should be able to tell a story in 140 characters, record videos for up to 15 seconds on Instagram and six-seconds on Vine, the latest social channel trending in 2014.

Vine is a mobile app that let us “explore a world of beautiful, looping videos”, creating short videos and it seems to be a great opportunity for business. The six-seconds shots bring to the world of digital marketing a whole new concept of a much simpler way to engage a fan base with original, brief and trivial stories.

Some of the benefits to use the six-second clips are to advertise and to promote products, it’s easy and free and it reaches a large audience with 40 million registered users around the world.

According to a GlobalWebIndex study that analysed the top markets for Vine worldwide, teenagers aged 16-19 are much more likely to use Vine compared to the average internet user. A great opportunity to interact and to think of social media campaigns involving this group of people! Are you ready?


And here are some really clever branded vines that we’d like to share with you:

Oreo showing their great work on social media once again

Virgin Mobile teaching responsible mobile phone use on a very charming and provoking way

Follow these social media tips!

DOS and DON’Ts to keep your audience engaged, interested and loyal in your social media platforms!

Less talk, more images – it’s a fact that audiences prefer engaging with visual content over text! So try to prioritise visual once creating and sharing content over social media. It’s no secret that The Social Shop team absolutely love Oreo’s social media work, whose Instagram, Facebook and Twitter feeds are addicting thanks to awesome illustrations, cool videos and mouth-watering images! Images are way more powerful than words!

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Find the true advocates for your brand – Use social media to find the most influential fans of your brand or business, listen to their suggestions, interests, and try to come up with relevant ideas and content in the real world, and these fans will be the ones who will want to share with people they care about! So stop broadcasting, mass messaging, just like the traditional media are used to do it, and start sharing content according to your audience’s interests, stuff they’ll actually want to follow up.

Stop thinking that all social media platforms function equally – each social channels demands a specific social strategy. Do not use the same language on Twitter and Pinterest. First step is to find your community. Where are your customers? On Facebook, YouTube? Are you a B2B? Then you would probably be more successful on LinkedIn. Are you B2C? Then your fans will be easily found on Facebook or Instagram, for example.

Do listen – ignoring complaints about a brand or services on social media is definitely a bad move. Customers who complain about a brand on social expect a response within an hour, so do not let them down. Monitor your social channels hourly to make sure you provide answers and positioning asap. Don’t have that time available? Contract a social media professional to do that for you then!

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Check results – do not just assume that your social strategy works. Check results, where does the traffic to your website come from mostly? Social media, Google search? Maybe it’s time to boost your SEO, or maybe it’s best to start making your website mobile friendly? Perhaps it’s a good idea to try creating clever videos on YouTube, as Google love this platform and you could come up on web search more easily?

Whatever you do, just be sure you build, grow, communicate with and manage your online communities! You simply cannot afford to ignore your audience.