Social Media Masterclass

What does it mean to be digital - The
Art & Joy of over-sharing
Goldsmiths Masterclass
7th of May 2016
London

 Bring you to the latest thinking about digital
marketing.
 Understand your digital identity.
 Understand how to communicate
 Know how to create a social media strategy.
 In short you will be you own little digital
agency.
By the end you will

In the last 24 months this has
happened.
• Smartphone penetration is now at 78%(UK).
• Mobile and Tablet is the preferred way for new
customers to find out about new
brands/Events/Ideas.
• People can begin a journey with you from
anywhere.
• Smart phones are the hub of people’s lives. They
way they organize themselves. There is a place for
you on someone’s phone.

 Owned Media, Bought Media, and Earned Media
 Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
 There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing

 I wanted to see how
I had changed
because of my use
of smartphones, and
the best way to do
that was to go back
just 7 years.
The golden age of mobile phones

Side Effects of Social
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 Less able to remember information as we crowd
source answers from friends and Google.
 We are less able to concentrate if we know we
have a message on our phones.
 Often what we think of as multi-tasking is in fact
just task switching.
 Distraction is hindering our ability to process
memories and store them long term. (Long term
effect unknown)
 (Don’t worry this has happened before)
Some side effects
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 Facebook’s now, has 1.6bn users generating 8bn video
views a day
 Periscope is one year old – 200m broadcasts have been
made so far
 YouTube Red – YouTube’s new subscription service and is
offering exclusive content in the US.
 ‘Snapchat is the new reality TV’
 Apple turned 40
 UK digital adspend grew 16.4% in 2015 to over £8.6bn with
the average home now owning 8.3 internet devices.
This happened in the last 12
months

This happened in the last week!
The iPlayer launches in Asia, for Singapore’s StarHub TV
subscribers
http://advanced-television.com/2016/04/29/bbc-player-for-asia-market/
US Millennials stream over half of their TV
http://advanced-television.com/2016/05/05/us-millennials-stream-over-
half-their-tv/
UK entertainment spend – online overtakes physical (DVDs)
http://advanced-television.com/2016/05/06/uk-entertainment-spend-
online-overtakes-physical/
Facebook videos get 75% of views in first 4 days
http://pnconnect.porternovelli.com/blog/2016/05/05/study-facebook-
videos-live-fast-die-hard/

‘The emptiest vessel makes the loudest noise when banged.’ African
Proverb.

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We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock

Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?

 Create a character
 Put them in danger
 Heighten tension unbearably
 Release tension (with a product).
Traditional Narrative Technique
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This misuse of Narrative
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Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?

The @PCDavidrathband Data Story

Just got out of jail, I’ve lost everything,
my business, my property and to top it
all off my lass of six years has gone off
with someone else. I’m not 21 and I
can’t rebuild my life. Watch and see
what happens.
2nd of July 2010
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Each country has a moment when these change
becomes visible.

Public and Private are blurred in Social Media.
 DAVID: @davidRathband. 3016 Tweets. 319
Following. 11042 Followers. Sad to announce
Mrs R has called time on our marriage.
Separation permanent.
 KATH: @KathRathband. 2754 Tweets. 605
Following. 1228 followers. Slight inaccuracy in
the tweet by @pcdavidrathband – He left us
and refuses to come home. #TheTruthWillOut

We all leave Vapor Trails of data.

Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.

Most data companies see people like this. They are
interested in great and profitable migrations of wallets.
They only really see computers – they don’t see the people

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Did celebrities teach us how to use Social Media?

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Social Media is only really 5 years old
is it any wonder….

Privacy
 You lose your rights to the content that you post.
There is no choice, or nothing could be shared.
 Twitter is not liable for anything that is shared.
 Social Media also use Cookie Data. To try and
make advertising effective. Twitter scan
conversations for key-words, as does FB.
 Use of data in marketing is quite benign.

 We are all changing.
 With our new
knowledge of Social
networking, comes
a desire to
understand the
value of the types of
our new social
relationships.
 How much can we
trust these
technologies?
 How much do we
trust the people
within our networks
 Also how much do
we trust our
governments.

The aesthetics of social media form is
the fragment

Timeline Attention Spans
• Which Social Network has the
longest attention span half-life?
a)Facebook
b)Twitter
c)Direct Links via Messenger
d)Youtube

Small Fragments
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Teeny Weenie Fragments
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Best Practice – Content Length
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 Fragments are often de-
contextualised. You don’t
know what came before of
after.
 You have to build context
– You have to create a
sense of satisfaction in
non narrative means.
 How do you rebuild
context and narrative?
 You provide the trust &
Authenticity by sharing.
Authenticity is the glue. Knowing
your story is the glue.

 You have a story.
 The story defines an ambition beyond
commercial aspiration.
 Your story defines a clear enemy.
 Doing
 The story is being used to drive action
throughout the company.
 You have defined a few iconic, transformative
actions to focus on.
 People outside the company are engaging with
and participating in the story.
Storydoing

Trust & Commitment come from
digital authentcity

 You need less contracts.
 Important when you can’t monitor your
employees work.
 Trust is especially needed in the creative
industries.
 Litigation Is less frequent.
 Less resources to protecting yourself. Tax,
Insurance, bribes or private security.
 Low trust discourages innovation. More time to
dealing with bad employees, partners etc
Trust
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 Personalised Trust between people.
 e.g – A friendly stall in the market you always go
to.
 Instutionalised Trust. e.g Credit
 Anybody who thought Somalia’s poverty had to
do with a lack of natural resources might take a
look at resource-rich Nigeria, a country which is
nearly as poor, and then at resource-poor
Singapore, one of the richest countries in the
world.
Trust

 (Arrow 1972) – Economic actions that require
some agents to rely on the future action of
others are accomplished at lower costs in
higher trust environments.
 “Virtually every commercial transaction has
within itself an element of trust, certainly every
transaction conducted over a period of time.”
 Much economic backwardness in the world can
be explained by the lack of mutual confidence.
What trust makes possible.
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Biographical Timelines
12 2
4
29 38 39
Person
Place
Memory
Metaphorical Image

Exercise
 Fill in the time line completely. (25mins)
 Once you have finished. Choose one of the
metaphorical images and use it as the title
for a 5 minute piece of automatic writing.
 You are not allowed to let your hand stop
moving during these 3 minutes.
 Write about a project you are interested in
developing.

Getting used to working in Fragments
 The sip pitch. – It is the pitch you can do
whilst someone is taking a sip of their drink.
 A sip pitch is always the answer to the
question about what you do. Or what your
project is.
 So what do you do......
 Oh me? I ……….
 It it a good sip pitch it will be intriguing
enough to illicit another question.

The Trust Curve & Social Media
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Social media
gives
momentum
Sip
Pitch

Do you think that this is true?
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Who do
you
know?
Spend 5
minutes
on writing
a list of
who can
help you.

 This is an exercise in understanding what
social capital is. It is like brainstorming but
done with a group.
 Choose a business idea, and try an place
the different people in order in which you
need to activate the relationship in order to
achieve your aims.
 Map your project over 12 months.
Body Storming

Agenda
 Learn the language
 Understand the conversation
 Join the conversation
 Build your social capital

 Markets are conversations.
 Markets consist of human beings, not demographic sectors.
 Conversations among human beings sound human. They are conducted in a
human voice.
 Whether delivering information, opinions, perspectives, dissenting arguments
or humorous asides, the human voice is typically open, natural, uncontrived.
 People recognize each other as such from the sound of this voice.
 The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media.
 In both internetworked markets and among intranetworked employees, people
are speaking to each other in a powerful new way.
 These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
 As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
 People in networked markets have figured out that they get far better
information and support from one another than from vendors. So much for
corporate rhetoric about adding value to commoditized products.
Here are the first 10 points

Conversations that failed. -
Starbucks #Fail
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 #RaceTogether failed because of
 (1) poor brand alignment,
 (2) authenticity deficit
 (3) poor reaction.
Starbucks #Fail
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Conversatiosn that failed. #fails –
SusanBoyle
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 It is the Social Network that is most open
with Data.
 It is the social network where influencers are
most open with themselves.
 They are in fact a modern newspaper
curated by yourself.
Let’s looks at Twitter
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Slide showing Growth of Twitter

Social and Google Listings
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Google and Hashtags
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Google and Links
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 Hashtags make your posts searchable in
Twitter.
 Hashtags are after-thoughts, theatrical asides.
 Hashtags prove your are human.
 Hashtags improve your search engine rankings.
An exercise in Hashtags

 Let the weekend begin!
 Wearing socks with Crocs is so stylish
 Just dropped my second ice cream cone.
 Daily Memes - #FollowFriday
Let’s make some.

How to get involved in
conversations.
 Find your industry’s hashtags.
 Listen to the conversations. (Lurk Moar)
 Find people you like who are building up social
capital. Follow them.
 Retweet what you agree with. But always make a
comment.
 They will then follow you.

Rule 65: Every cat leads to another cat.
Hemingway and Anonymous.

 #SocEnt (social entrepreneur/entrepreneurship)
 #SocEntChat (monthly social entrepreneur chat by Ashoka)
 #socialentrepreneur (for those who don’t know about #SocEnt)
 #Prize4SC (prize for social change)
 #4change (that’s right, “for change”)
 #BoP (base/bottom of the pyramid)
 #nonprofit (self-explanatory)
 #nptech (nonprofit technology)
 #SSIR (Stanford Social Innovation Review)
 #i4c (internet for change)
Research your industry’s Hashtags

What is the privacy situation for what you post?

New Data tools
 Twitter is the most open with Data

 In groups of three investigate the following tools and be prepared to report
back to the group about what they do and why they might be valuable.

 Group 1. - http://nuzzel.com

 Group 2. - http://lissted.com

 Group 3. http://www.ritetag.com

 Group 4 http://discovery.affinio.com/

 Group 5 http://bluenod.com

 How could these tools help in the launch of Coffee Club?

 Compare the audience of @hasbean @PACTcoffee and @cafedirect
 Find the number of followers who follow all three accounts.
 Look at a few of their followers biogs, what does this tell you about
them?

Look at the percentage of @contacts, Retweets and URL tweets
 Which business do you think is doing the best job?

What is Pact Coffee doing that is different to the rest?
The amazing Followerwonk

Data and Creativity
An Introduction

Aims of today are…
1. To understand the relationship between data and
creativity in modern digital advertising.
2. To understand different types of data and how it is
used in digital advertising.
3. Show some megatrends.
4. Understand the differences of earned, owned and
bought media.
5. To understand models of video distribution
5. Case Study Time

The biggest issues in Digital
Advertising at the moment.

Fork in the road
Data
Creativity
One way to look Media Agencies as
Google re-sellers.

Personal Data
Your logo here
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.

We all leave Vapour Trails of data.

To make sure your ad gets to the right person.
To measure how engaging the ad was.
To try and re-target you to buy stuff.
To try and find more of you.
To optimIn digital advertising, data is used
in three basic ways.
ise campaigns in real time.

Think of engagement data as the chemical
reaction between the viewer, the viewability of
the ad, the offer, and how busy that person was
at the time.

Think of audience data like this.

Finding more of you works like this.
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Ways that your data is used in
marketing.
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An example of how data is used.
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The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.

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User Sees a banner, remembers it,
but DOES NOT CLICK
Adserver sets a cookie set in
internet browser
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Events
Correlated
Post Click and Post View

 What happens when you clear your cookies?
 Have you assessed how visible you are?
 Here’s how free and easy Twitter is with
Data.
 Followerwonk
Privacy - What do you do?
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Privacy & Social Media

 To find which creative is working.
 To find which sites worked.
 To find which times worked best.
 Optimise campaigns in real time.
 To stop wasted money.
 The internet is an ever expanding canvass – there is little
choice.
Real-time Optimisation.
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The stock Exchange & Real Time
Bidding
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Here are the main providers of
data in digital marketing
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Types of Targeting
When using an ad server
Site
Date
Time
Browser
Connection
Speed
Operating System
IP address
Frequency Capping
Internet Service Provider
Geo-IP
Key-word and key value
Cookie-targeting
Re-targeting
Optimisation Engines
S
T
A
N
D
A
R
D
Contextual/behavioural combined
R
E
T
A
R
G
E
T
I
N
G
Surround sessions
Contextual
I
N
T
E
N
T
I
O
N
A
L
Audience Segmentation
Tastes and interests

People are responding less and
less to ads.
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Tech is seen as the solution. Is it?

Data is often used very crudely.

 Interactivity – Click Here!
 Measurability – especially ROI calculations
 Targetability - Like never before.
 Flexibility – defining trait.
What defines Digital Marketing
from other forms of advertising?
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The birth of interactivity
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Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change channels?

Old broadcast model is broken
The consumer is in control; interruption just doesn't
work any more.
Brands that are not relevant will be ignored.
Brands need to create situations where people seek to
spend time with them.
Keywords: explore, learn, share, question and play.
Agencies create this time’.
By the end of 2007, the forecast is that 50% of all
media consumed shall be digital
Marketing 10 years ago – What is still true?
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 The consumer is no longer captive – they
are a constantly moving target. Escape from
ads is easy.
 Hence the use of data. With second
screening, linear narrative structure is
completely changed.
 Is narrative is more like a computer game.
What’s different? Smartphones.
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In the last 24 months this has happened.
• Smartphone penetration is now at 75%.
• Mobile and Tablet is the preferred way for new customers to
find out about new brands.
• People can begin a journey with you from anywhere.
• They are an accessible way to distribution tools for your ideas
and content.
• Smarthpones are Newspapers where people curate their own
news.
• Facebook and Twitter Own this space. 86% of our time mobile
time is spent via apps and not mobile web.

 If the ad before the video content was 6
seconds people watched the content.
 If it was 7 seconds people didn’t take a risk
on the content.
 They didn’t take the risk of bad content.
Fragments & Youtube Rule
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One of these models is very profitable for media agencies, one
isn’t.

 Goldsmiths Video Fragment
A small video advertising Case
Study
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Top Level Results
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Levels of Engagement
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 Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
 Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
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 Email: goldenanorak@gmail.com
 Twitter: @goldenanorak
 Instagram: @goldenanorak
 Message Me.
Christopher Hogg

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