The second full day of SMW sessions began bright and early with most of yesterday’s crowd still in bed. Most of yesterday’s wrinkles seemed to be ironed out and the sessions were equally informative (although my favorite session so far was yesterday’s from BuzzFeed). Isel and I are in full-on sponge mode, so let’s take a look at what day three entailed:
Isel’s Day Three: NYT Magazine, Social PR
Today’s first session had members of the New York Times Magazine team discussing their efforts in digital storytelling. With so much written content each week, they’re using platforms like Instagram, Vine and Facebook to distribute and promote stories in the magazine, and they’re doing it right: each piece of distributed content on these platforms is created in a way that makes the experience seem native and not forced. A lot of times we see marketers trying to take a piece of content and repurpose it on a platform in a way that doesn’t fit the experience, but this session explored some brands that are doing it right, like Complex:
“Social Marketing vs. Social PR” was my favorite session of the day, with Jan, CEO of SocialBakers digging into some of the details of his social media analytics platform to discuss the difference between social marketing and social PR and who’s doing it right. Here are just a few key takeaways (and there were a lot, so stay tuned for more):
Drew’s Day Three: Troublemaking, Snapchat, Gen Z
Day three started with a too-small cup of coffee and my most interactive session yet: The Art of Troublemaking. Three speakers from Salesforce walked us through their system for “shattering the status quo” in the workplace and igniting innovation, and instead of just talking about companies that excel at this, they had us try it out, which can be a rare thing at these conferences. Here’s the gist, in five tools:
Since the conference started, I’ve been wanting to hear more about Snapchat being used as a marketing tool, and thus far had been disappointed. On the one hand, it’s not the most accessible platform out there, with rates starting at $150,000 for one day’s promotion and a perceived audience of millennials and teens. On the other hand, I think one of the problems is that a lot of marketers just don’t understand how it could work for them yet. It’s radically different from platforms like Twitter and Facebook in that it’s ephemeral and not the most measurable, so it doesn’t fit the current mold of social media marketing. If Snapchat keeps rolling out new features, and starts to be taken seriously, my prediction is that next year, we’ll be hearing A LOT more about Snapchat at Social Media Week.
Anyways, Greg Littley of ICED Media has worked on some Snapchat campaigns recently, and his session was equal parts Snapchat 101 and a Q&A session on how brands can and are using the platform:
Finally, the day ended with beer and wine at 360i, a digital agency in Tribeca. They assembled four very talented young people (from Generation Z, which is now a thing) that have HUGE influential followings on Snapchat and Instagram:
It was inspiring (and a little disheartening) to see what these guys have achieved through what amounts to an organic, internet-fueled, grassroots following. Two key takeaways for me:
I’ll end this post with a photo from A SIXTEEN YEAR OLD:
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