SESLondon 2014 - Day 1: Phat stats and LOLCats #SESLon

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

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

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

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 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)

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