The Future of Social Media #SXSW #OgilvySXSW

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Why listen to a bunch of self-diagnosed experts blathering on from the stage? Moderators Sean McDonald of Pricewaterhouse Coopers and Sam Decker of Mass Relevance were having none of that at their SXSW session. They dressed themselves up in the finest double knit polyester a man could find, and strode out into the SXSW sunlight as the epitomes of 1970s game show hosts. They turned the audience into the experts and then turned them loose, striving to answer the questions posed by others and vying for bragging rights, the grand prize crown, and a crisp $100 bill. Here are the best-liked questions from their rollicking session.

Tecnologia

B Y B A R R IE SE PPIN GS
BROUGHTTO
YOUBYTHE
MOSHPITOF
EXPERTSIN
THEAUDIENCE
THEFUTUREOF
SOCIALMEDIA

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:WHATISTHEVALUEOFGOOGLEPLUS?
WHILEITMAYNOTBETHEJUGGERNAUTOTHERSOCIALNETWORKSARE,GOOGLE+
ISUSEFULFORGETTINGYOURCONTENTSURFACEDINSEARCH.GOOGLEPREFERS
CONTENTWRITTENBYAUTHORSWITHSTRONGGOOGLE+PRESENCE.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:WILLSERVICESLIKEVINEAND
SNAPCHATSURVIVEANDMAKEMONEY?
VINEISALREADYSTARTINGTO FINDFAVOURWITHBRANDS,ANDTHEREFORE
THEMONETIZATIONPATHLOOKSCLEARER.ASPARTOFTWITTER,THEYHAVEA
STRONGSUPPORTNETWORKTO HELPTHEM BECOMEAPROFITABLEDIVISION.
SNAPCHAT’SPATHISLESSCLEAR.THEYKEEPTHEIRNUMBERSCLOSETOTHEIR
CHEST,BUTTHENUMBERTHATISPUBLICISTHEBILLIONDOLLAROFFERTHEY
REPORTEDREPORTEDLYTURNEDDOWNFROM FACEBOOK.THATCOULDBEABRILLIANT
MOVE...ORABONEHEADEDONE.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:HOW DOMARKETERSDEAL
WITHSOCIALMEDIAFRAGMENTATION?
THREEWAYS:1)STAYFOCUSEDONYOURAUDIENCE—LOOKFORTHEMOST
RELEVANTUSERBASE.2)LOOKATTHEDATA—JUSTLIKETRADITIONALMEDIA.
3)ALIGNTHEFORMATTOYOURBRANDCULTURE—SOMEBRANDSNEEDTO BEON
THENEXTBIGTHINGWHILETHATMAYBEUNIMPORTANTFOROTHERS.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:HOW CANIGOVIRALWITHOUTGOING
TOLEGALANDCOMPLIANCEHELL?
MAKEFRIENDSWITHTHEHEADSOFTHOSEDEPARTMENTS.ESTABLISHAN
UNDERSTANDINGOFTHEGUARDRAILSFORTHEBRANDANDCOMPANYBEFORE
DEVELOPINGCONTENTTHATMIGHTHAVEVIRALAPPEAL.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:HOW IMPORTANTISPAIDSOCIAL?
PAIDSOCIALISBECOMINGVERYIMPORTANTANDORGANICISBECOMINGLESS
PREDICTABLE.THEMAJORSOCIALNETWORKSARETHROTTLINGBACKTHEREACH
ANDARESTARTINGTO BEHAVEMUCHMORELIKEREGULARMEDIANETWORKSIN
THISREGARD.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:HOW DOICONVINCENON-BELIEVERS
(ESPECIALLYINACLIENTORGANIZATION)
THATSOCIALHASREALVALUE?
SHOW THEM THENUMBERSTHATMATTER:THENETPROMOTERSCORESOF
CUSTOMERWHOAREFANS/FOLLOWERSVSTHOSECUSTOMERSWHOARE
NON-ENGAGED.THAT’SACONVINCINGARGUMENTRIGHTTHERE.USEDATATO
BUILDYOURCASEFORTHEPOTENTIALANDTHENSELLINTHEOPPORTUNITYWITH
ATRULYINSPIRINGIDEA.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:HOW DOYOUKNOW WHENTOSUNSET
SOCIALMEDIAPRESENCEFORABRAND?
PLACESOLIDBETS.DON’TFRAGMENTYOURBUDGET.PLANYOURTIMELINESOYOU
KNOW WHATTO DOWITHEVERGREENVSEVENT-TRIGGEREDCONTENT.

B Y B A R R IE SE PPIN GS
THEFUTUREOF
SOCIALMEDIA
Q:WHAT’STHEMOSTIMPORTANTROLE
FORSOCIAL?
CUSTOMERCARE.IFYOURCUSTOMERSARESPENDINGTHEBULKOFTHEIRTIMEON
SOCIALMEDIA,WHYWOULDN’TYOUBETOO,READYTO HELPATANYMOMENT?

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The Future of Social Media #SXSW #OgilvySXSW

1. B Y B A R R IE SE PPIN GS BROUGHTTO YOUBYTHE MOSHPITOF EXPERTSIN THEAUDIENCE THEFUTUREOF SOCIALMEDIA

3. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHATISTHEVALUEOFGOOGLEPLUS? WHILEITMAYNOTBETHEJUGGERNAUTOTHERSOCIALNETWORKSARE,GOOGLE+ ISUSEFULFORGETTINGYOURCONTENTSURFACEDINSEARCH.GOOGLEPREFERS CONTENTWRITTENBYAUTHORSWITHSTRONGGOOGLE+PRESENCE.

4. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WILLSERVICESLIKEVINEAND SNAPCHATSURVIVEANDMAKEMONEY? VINEISALREADYSTARTINGTO FINDFAVOURWITHBRANDS,ANDTHEREFORE THEMONETIZATIONPATHLOOKSCLEARER.ASPARTOFTWITTER,THEYHAVEA STRONGSUPPORTNETWORKTO HELPTHEM BECOMEAPROFITABLEDIVISION. SNAPCHAT’SPATHISLESSCLEAR.THEYKEEPTHEIRNUMBERSCLOSETOTHEIR CHEST,BUTTHENUMBERTHATISPUBLICISTHEBILLIONDOLLAROFFERTHEY REPORTEDREPORTEDLYTURNEDDOWNFROM FACEBOOK.THATCOULDBEABRILLIANT MOVE...ORABONEHEADEDONE.

5. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOMARKETERSDEAL WITHSOCIALMEDIAFRAGMENTATION? THREEWAYS:1)STAYFOCUSEDONYOURAUDIENCE—LOOKFORTHEMOST RELEVANTUSERBASE.2)LOOKATTHEDATA—JUSTLIKETRADITIONALMEDIA. 3)ALIGNTHEFORMATTOYOURBRANDCULTURE—SOMEBRANDSNEEDTO BEON THENEXTBIGTHINGWHILETHATMAYBEUNIMPORTANTFOROTHERS.

6. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW CANIGOVIRALWITHOUTGOING TOLEGALANDCOMPLIANCEHELL? MAKEFRIENDSWITHTHEHEADSOFTHOSEDEPARTMENTS.ESTABLISHAN UNDERSTANDINGOFTHEGUARDRAILSFORTHEBRANDANDCOMPANYBEFORE DEVELOPINGCONTENTTHATMIGHTHAVEVIRALAPPEAL.

7. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW IMPORTANTISPAIDSOCIAL? PAIDSOCIALISBECOMINGVERYIMPORTANTANDORGANICISBECOMINGLESS PREDICTABLE.THEMAJORSOCIALNETWORKSARETHROTTLINGBACKTHEREACH ANDARESTARTINGTO BEHAVEMUCHMORELIKEREGULARMEDIANETWORKSIN THISREGARD.

8. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOICONVINCENON-BELIEVERS (ESPECIALLYINACLIENTORGANIZATION) THATSOCIALHASREALVALUE? SHOW THEM THENUMBERSTHATMATTER:THENETPROMOTERSCORESOF CUSTOMERWHOAREFANS/FOLLOWERSVSTHOSECUSTOMERSWHOARE NON-ENGAGED.THAT’SACONVINCINGARGUMENTRIGHTTHERE.USEDATATO BUILDYOURCASEFORTHEPOTENTIALANDTHENSELLINTHEOPPORTUNITYWITH ATRULYINSPIRINGIDEA.

9. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:HOW DOYOUKNOW WHENTOSUNSET SOCIALMEDIAPRESENCEFORABRAND? PLACESOLIDBETS.DON’TFRAGMENTYOURBUDGET.PLANYOURTIMELINESOYOU KNOW WHATTO DOWITHEVERGREENVSEVENT-TRIGGEREDCONTENT.

10. B Y B A R R IE SE PPIN GS THEFUTUREOF SOCIALMEDIA Q:WHAT’STHEMOSTIMPORTANTROLE FORSOCIAL? CUSTOMERCARE.IFYOURCUSTOMERSARESPENDINGTHEBULKOFTHEIRTIMEON SOCIALMEDIA,WHYWOULDN’TYOUBETOO,READYTO HELPATANYMOMENT?

The Future of Social Media #SXSW #OgilvySXSW

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The Future of Social Media #SXSW #OgilvySXSW