SES London 2014 – Day 1 Takeaway: 52 Stats, tips and quotes from #seslon

 

I’mma keep this to the point…

Keynote - Bruce Daisley of Twitter: Running In Real Time: Bringing Campaigns to Life by Marketing in the Moment

  • Superbowl 2013 – 25 million tweets yet Oreo managed to be timely, current and humorous and stand out with “you can still dunk in the dark”.
  • 80% of Twitter usage is on mobile – 70% of which at home
  • 25% audience purchased via twitter,
  • 50% use twitter to give them latest news, personalised news
  • 15.2 million tweets on the #grammys hashtag
  • •#pharrellsHat was a talking point
  • Mobile click stream analysis – 94% of twitter users shop on mobiles,
  • 56% of twitter users are influenced in what they purchase by what they see on twitter
  • •37% visit twitter before and or after shopping on their mobile
  • 1 in 3 say that twitter has a direct influence on their purchase decision

Session 1 – Building B2B: Judith Lewis and Krista LaRiviere

First Speaker – Judith of Decabit Consulting

  • High sharers convince low sharers to buy your product
  • 43% of people in the UK are prompted to purchase after online interation
  • If using multiple accounts, keep a uniform look to retain company image and to be recognisable as a single entity
  • Free your teams with a centrally governed set of rules, empower them with structure

Krista, CEO of gShift labs

  • 58 million tweets per day
  • 18 minutes is how long a tweet lasts (average lifecycle)
  • Content industry is $44BN dollar yet people are producing a lot of crap on this basis
  • Smarter content is based on data

Session 1 – Big Data Uncovered: Dixon Jones and James Murray

First speaker is Dixon Jones of Majestic SEO

  • According to Twitter on an average day approx. 500,000,000 tweets per day.
  • Compare that to Majestic who crawl 2,000,000,000 pages a day, but see 7,700,000,000 a day
  • Storage, CPU and bandwidth (transporting the data) are the scaling problems
  • “Only collect what you need and crunch it quickly.”
  • Average page size 320 KB = 600 terabytes of data
  • Approximates to 600,000 hours of video
  • Hadoop – becoming opensource option of choice. Used with R and MongoDB – good tools of choice for data crunching in cloud.

James Murray – Experian

  • If you were to put each individual data point Experian have, into an Excel you would be able to cover Paris
  • 2 exabytes of data created online every day
  • Customer behaviour is changing due to connected life, user sophistication and mobile tech
  • 11% of consumers are using a tablet as their main device…. Er hello retail websites???
  • 8,300 social networks and forums
  • Your customer only sees the brand. They are channel agnostic. Splitting teams by expertise creates inherent disconnect

Session 2 – Content Strategy

See here for a detailed write-up

Session 3 – Influence the Influencers – Lee Odden

Main speaker – Lee Odden of TopRank Marketing

  •  64% increase in content marketing budgets in the uk
  • Consumer publishing extends over 240 million blogs
  • 34% increase each year in companies blogging (though eveyrone is doing the same stuff, to get “more hooks in the water”)
  • 94% UK marketing function use content marketing
  • 39% highly effective use – 72% (B2B) 45% (B2C) are investing more
  • Influence is not having 50-1000 twitter friends

There are four types of content classifications according to Odden:

  • Evergreen (timeless, always relevant)
  • Curated (take whats current and input it in a newsletter > monthly eshot)
  • Repurposed: making ebooks of above
  • Co created = participation marketing, find common goals, go to your own community

 

Lisa Myers and Cheri Percy

Lisa Myers of Verve Search and Cheri Percy of Distilled

Session 4 – Unlocking the Secrets of Mobile Video, Cheri Percy and Jon Mowat

First speaker is Cheri Percy of Distilled

  • “in design, there are no more ‘hero sizes” – Mashable CTO. E.g. design is platform agnostic
  • By 2017 85% of the world wil have 4G devices
  • 51% of 2013 web traffic came from a mobile device (Cisco)
  • Do not neglect YouTube analytics
  • No. shares x total engaged views/1000 gives a manageable engagement score
  • Vine – explore tab for loads of trending topics
  • Share your first post on Vine with hashtag #firstpost (community convention)

Jon Mowat of Hurricane Media

  • Stories are told in narrative beats
  • Start with “the deal” and reach a “conclusion”
  • 62% of 18-32 YO prefer to check their phone in any “downtime” (as opposed to sit and think)
  • 37% say they check their phone if there’s a lull in conversation
  • Campaign need emotional and logical beats (but be careful when using together)
  • YouTube is a destination not a stopover. Only 1% click-thru to site from YT!
  • Don’t be afraid of the Pro channel and keep your brand films up to date inc. deleting old films

 

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