DIG Day 2013 - No Dead Ends

DIG DAY 2013
NO DEAD ENDS
OCTOBER 2ND, 2013

DIGITAL
IS
.
.
.
A

LAYER

DIGITAL
IS
.
.
.
A
BRIDGE

DIGITAL
IS
.
.
.
MAINSTREAM

DIGITAL
IS
.
.
.
ITERATIVE

DIGITAL
IS
.
.
.
SELF
SELECTED

DIGITAL
IS
.
.
.
A
FEEDBACK

LOOP

DIGITAL
IS
.
.
.
PARTICIPATORY

DIGITAL
IS
.
.
.
UNPREDICTABLE

EXPECTATIONS
ARE

BEING
SET
OUTSIDE
OF

YOUR
BRAND
CATEGORY

Sequen2al
Usage
Moving
from
one
device
to
another
at
diﬀerent

Imes
to
accomplish
a
task.

Sequen2al
Usage
Moving
from
one
device
to
another
at
diﬀerent

Imes
to
accomplish
a
task.
Simultaneous
Usage
Using
more
than
one
device
at
the
same
Ime

for
either
related
or
unrelated
acIvity.

Diﬀerent
brand
pla?orm,
channels
and
touch-‐
points
need
have
awareness
of
and
connec2vity

with
each
other
creaIng
an
integrated,
immersive

experience
that
is
channel
and
device

agnos2c

THE ART AND SCIENCE OF SOCIAL
CONTENT CREATION
DAVID SPIEGEL
EXECUTIVE DIRECTOR OF SALES, BUZZFEED
SPIEGEL@BUZZFEED.COM
@DAVIDZSPIEGEL

20
The way media is
consumed is radically
different than it was
just five years ago.
2

Gatekeepers are no
longer needed, ideas
are democratic.

3
Portals Search Social
Social is the new starting point

26
How can the same site publish this

29
SOCIAL
75% of visits from social*
50% of visits from mobile*
80M+
monthly UVs
*Quantcast, Google Analytics
MOBILE

Be yourself,
don’t fake it
35

38
Social Content
is a Science.

39
Viral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media
and is a measurement metric that exists in real time
we starve content that isn’t getting traction,
and fuel the content that is taking off
We accelerate the promotion
of content that is taking off
Social RankViral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media
and is a measurement metric that exists in real time
we starve content that isn’t getting traction,
and fuel the content that is taking off
Maximization of Content Spread

promotion
viral content R = 0.8
We test R values in realtime and promote content
with a higher rank
BuzzFeed editors, users, and advertisers can try lots of
ideas and the platform maximizes distribution for Viral Lift
40
Social Optimization
Social Content
Social Content
Social Content
We test R values in realtime and promote content with a higher rank
BuzzFeed editors, users, and advertisers can try lots of ideas and the
platform maximizes distribution for Social Lift

41
• Predict what will be
widely shared before
it takes off
• Machine learning
trained on years of
historical data
• Adjust predictions
based on decay rates
of Twitter, Facebook,
Pinterest
We Use Machine Learning
to Predict Social Hits

42
The Social Lift Dashboard
The Best Machine Learning is the Human Brain

43
What Does This
Mean for Brands?

Edit was first, but now the
shift to social content has
come to advertisers
44

Social
advertising
is content
consumers
actually
want.
45

46
Social Can Make Ads Great Again

100% of our revenue
is social content
marketing.
Story units
have 1%-2%
CTRs, over
10x industry
average.

Social is a conversation,
not a campaign.

49
It started when we saw
this picture trending.

51
... and people started talking.

52
Then we continue the
conversation.

54
Strike the balance between
planned and unplanned.

55
Relevant content and timely
content are both important.

56
Join the conversation,
don’t hog the mic

57
We produce engaging
social content that
stays true to the
brand’s voice.
Case Study: GEICO

58
Social Lift
CPE
Run time & spend
Clients who consistently invest in
social content see increased
social lift and decreased CPE.

59
Social content is both an
art and a science.
Key Takeaways
Strike the balance between
content and distribution.
If it’s not on mobile,
it can’t go social.

PANEL >>
THE EVOLUTION OF RETAIL
PAYPAL, SPARKFLY AND MAXYMISER

BREAKOUT >>
THE WORLD OF SOCIAL HARDWARE
SIMEON SPEARMAN
SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST
@SRSPEAR

SOCIAL HARDWARE
Technologies that make it easier for
humans to connect, share, and
communicate with people, things,
and systems.

Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends

Exploring The Future Through STEEP Trends

Demographics
314,000,000 people in the U.S.
23.5% under the age of 18
50.8% Female
13.1% African American
16.9% Hispanic

Text
We are a tech-centric society.
At least 56% of U.S. adults own smartphones
34% of U.S. adults own tablets
Microsoft Kinect currently holds the record for most rapidly
adopted consumer technology.
Every new iPhone that comes out outsells the previous device.
Of the 15% of the U.S. who don’t have Internet access, 90% of
those people indicate they have no intention of getting it.
Technology Adoption

Technology Adoption

Every year, people are sharing
twice as much information as the
previous year.
This “law” has held since 2008.
Zuckerberg’s Law

SOCIAL
HARDWARE
IS MADE OF
PEOPLE!

Technology
Moore’s
Law
Koomey’s
Law
Nielsen’s
Law
Metcalfe’s
Law
Bell’s
Law

The number of transistors on
integrated circuits doubles
approximately every two years.
Often quoted as 18 months and
applied to chip performance overall.
Computers keep getting faster.
Moore’s Law

The number of computations per
joule of energy dissipated has been
doubling approximately every 1.57
years.
Battery life keeps improving.
Up to 5 hours of talk, video, and browsing.
2h39m in battery stress test.
Up to 10 hours of talk, video, and browsing.
4h24m in battery stress test.
Koomey’s Law

Network connection speeds for
high-end home users double every
21 months.
User experience is determined by
bandwidth constraints.
Nielsen’s Law

Roughly every decade a new, lower
priced computer class forms based on
a new programming platform,
network, and interface resulting in
new usage and establishment of new
industries.
The last computer class to launch
under this framework was wireless
sensor networks.
Bell’s Law of Computer
Classes

The value of a telecommunications network
is proportional to the square of the number
of connected users of the system.
Networks are exponentially more valuable as
the number of entities in the network grows.
Metcalfe’s Law

Smart
Glasses
Brainwave
Readers
Smart
Textiles
Fitness
Wristbands
Smart
Watches
Wearable
Cameras
Wearable Technology

LOCATION, LOCATION, LOCATION
Virtual Assistants

The Actual Environment

The smartest person in the room is the room.
The Evolution of the Home

The Evolution of Retail

The Evolution of the Car

Millennials suffer a 16.1%
unemployment rate, the highest of
any other generation.
The average millennial has $45,000
worth of debt, primarily from
student loans.
However, 15% of millennials are
already managers as of 2012. By
2014, millennials will make up 36% of
the U.S. workforce.
Economic Recession
and Recovery

The peer-to-peer rental market
alone is estimated to be worth $26
billion.
Revenue in the sharing economy is
expected to reach $3.5 billion in
2013, at a 25% annual growth rate.
Room for growth.
Example: Boston cab market
generates $21 million revenue per
month on average, Uber is currently
at $600,000.
Collaborative Economy

Public Safety - Hands/Eyes Free

Resilience
Governance and Infrastructure

...how exactly will this affect
my marketing?

...how exactly will this affect
my marketing?
Two Critical Uncertainties:
‣ Consumer Adoption
‣ Marketing ROI

Where are we headed?
Four Scenarios

Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI

Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI

Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROITotal Customer Awareness

Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
Hakuna Matata
Total Customer Awareness

Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
Hakuna Matata
Total Customer Awareness
Boardrooms to Living Rooms

Q&A
SIMEON SPEARMAN
SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST
@SRSPEAR

STARTUP LIGHTNING ROUND >>
N4MD
SIDEQIK
THUNDRLIZARD
TRIPLINGO
URUUT

CURATION TOOL CREATION AND
LEADING SOCIAL CONVERSATION
JAMES HARRIS
CEO, CO-FOUNDER & CHIEF STORYTELLER
N4MD
@N4MDSOCIALMAGS

CREATORS OF AMAZING
CURATION TOOLS...
...Our tools help social
publishers gracefully gather,
filter and share the best
content on the web.
We help companies lead social
conversations, not just listen...

FOUND APPROVED RESULTS
162,000 16,000 Back Catalog
73,850 1,474 Hrs. to Mins.
32,119 5,435
Easy SEO
Primary Web
18,660 580
Replaces Email
Easy SEO

THE PARTNERSHIP PLATFORM FOR
MARKETERS
KURT UHLIR
FOUNDER AND CHIEF SERVANT, SIDEQIK
SIDEQIK.COM
@KURTUHLIR
@TEAMSIDEQIK

105
Marketer’s Options
1 Activating their current audience
@TeamSideqik

105
2 Reaching new customers with
paid media
Limited by
$ and
@TeamSideqik

105
2 Reaching new customers with
paid media
Limited by
$ and
3 Reach new customers
with partnerships
@TeamSideqik

107
Connect
with partners
@TeamSideqik

107
Connect
with partners
Collaborate & Launch
cross-promotions
@TeamSideqik

107
Connect
with partners
Suggest Content
for email/social
cross-promotions
@TeamSideqik

107
Measure Results
partner analytics
Connect
with partners
Suggest Content
for email/social
cross-promotions
@TeamSideqik

108
Customer Campaign:
Increase leads and targeted Pinterest followers
@TeamSideqik

108
Customer Campaign:
Increase leads and targeted Pinterest followers
26
Partners Activated
612
Messages
@TeamSideqik

The partnership
platform for marketers
@KurtUhlir
sideqik.com
@TeamSideqik

COACHABLE MOMENTS FOR INSIDE
SALES
PETE SANTORA
CEO
@PETESANTORA

‣ Professional Soccer Player & Nationally Licensed Coach
‣ Founder/Principle of Blue Sombrero: Successfully acquired by
Dick’s Sporting Goods.
PETE SANTORA
CEO
KISHORE MASAND
CTO
‣ BIG DATA Engineer. Built Enterprise Voice of Customer
Platform.
‣ TiE Mentor

CREATE DELIGHTFUL EXPERIENCES FOR
BRANDS AND THEIR CUSTOMERS THROUGH
LANGUAGE AND CULTURE LEARNING
PRATIK PATEL @PRPATEL
CTO AND CO-FOUNDER
TRIPLINGO @TRIPLINGO

Awards
Recognized as an Industry Leader
About TripLingo
‣ Headquartered in Atlanta
‣ Over 250k downloads
‣ 5 employees
‣ Currently available in 13 languages
‣ Customer include major TMCs, Cruise
Lines and larger enterprises

Press
“ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011”
Recognized as an Industry Leader

TripLingo includes a suite of tools to address the language barrier.
Product Features
1000s of
Local Phrases Voice Translator
Live Human
Translator
Essential Safety
Information
Culture Crash
Course

How We Work With Brands
Cruise Lines Travel Brands Travel Agencies
UNIQUE
CONTENT
PROPRIETARY
TECHNOLOGY
DIFFERENTIATED
EXPERIENCE

Benefits for Brands
Differentiating brands by delighting their customers...
Beneﬁts for Brands
‣ Satisﬁed Customers
‣ Ancillary Revenue
‣ Differentiated Offering
Imagine
‣ A hotel version for guests from foreign countries
‣ A branded World Cup edition
‣ A Basic Phrases version for a Mexican restaurant chain

THE FUTURE OF CROWDFUNDING
MARK FEINBERG
CEO AND CO-FOUNDER, URUUT
@URUUT

PANEL >>
DEVELOPING STRATEGIES FOR MULTI-
SCREEN EXPERIENCES
ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE

CREATIVITY REVISITED
MATT ROZEN
BRAND /CORPORATE SOCIAL MEDIA
ADOBE
@MATTYROZE

“Data advocates say it’s data, rather than any
creative flair, that actually inspires campaigns
in today’s world… without question, data is
the most important component of marketing
today.”
B2B Marketing
What comes first - the data or the
creativity?

5
Changing the world
through digital
experiences

AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from
business results
69% believe marketers live too much in their
creative and social media bubble
“Marketers will have to understand they need to
start ‘cutting the rubbish’.”
An Insight Spurs a Concept
80% of CEOs Do Not Trust Marketers

9
Start with
Data
Get
Creative

11
Six videos drove
60 million+ impressions
Video had 4x the CTR of other media
Video accounted for just 10% of
impressions but drove 50% of site
visits
IN CASE YOU HADN’T HEARD,
VIDEO IS BIG. BETTER MEASURE

Super Bowl Ads Drive 20% Bump to Web Trafﬁc

15
NOT ALL WINS
Myth Hub
•Man on street videos
•Customer story videos
•Tweet stream
•Live debates
UGC App
•Community
videos
•Play off of ad
videos
•“What myths
have you
busted”

16
Let’s switch gears
Creative Cloud

Social ads, apps, post links,
and referrals connected back
to our onsite data
OPPORTUNITY FOR MORE
SOCIAL

Photoshop is the best
invention next to the
Internet <3
Goal: Target influencers and drive sales

Experience A Experience B
Test Structure

What Did YOU Think?

What Did YOU Think?
??

Results – Data Optimized

Winner!

Enter: 12%
Winner!

Enter: 12%
Winner!
Learn: 200%

3 million referrals
to Adobe.com
13% Revenue Contribution
Creative Cloud
Reduced Ad Cost by 28%
Results

Start with
Data
Get
Creative
Measure and
Tweak for
Success

BREAKOUT>>
WHAT BRANDS CAN LEARN FROM
NEW YORK FASHION WEEK (NYFW)
ASHLEY TWIST
MOBILE INNOVATION STRATEGIST
@ASHLEYTWIST | @FASHIONADO

5
LESSONS

For
Brands
Not
in
the
Fashion
Industry

THINK
MOBILE
FIRST:
Small
Screens
Have
a
Big
Presence

GET
REAL(Time):
Look
for
Real
Time
MarkeIng
OpportuniIes

BE
TRENDY:
Embrace
Technology
&
InnovaIon

Under
the
Inﬂuence:

Leverage
Inﬂuencers
&
Partnerships

"It's
not
about
your
work
as
an
editor
or
as
a
buyer;
it's

about
how
many
Twi7er
and
Instagram
followers
you

have.
It's
about
the
brand
ge=ng
exposure
through

those
outlets.”
-‐
Leandra
Medine

EXPERIENCE
THIS:
Build
RelaIonships
and
Experiences
Beyond
ROI

Takeaways
1.
Think
Mobile
First
2.
Embrace
RTM

3.
Leverage
Trends
&

InnovaIon
4.
Talk
to
Inﬂuencers
&

Partners
5.Make
it
a
GREAT

Experience

PANEL >>
BATTLE OF THE GENERATIONS
TEEN, TWEEN, GEN X, GEN Y & BOOMER

CLOSING REMARKS
THANKS.
CHEERS.

DIG Day 2013 - No Dead Ends

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DIG Day 2013 - No Dead Ends