By Mallorie Rosenbluth Last week, Likeable Media hosted its second annual client summit. In the past, Likeable organized large-scale social media conferences. Then, last year, my team decided to have a more intimate invite-only event exclusively for Likeable clients. The theme of the day was The Reign of Content in a Digital World. We were graced with a keynote from Likeable's CEO Carrie Kerpen as well as amazing presentations from Branderati, BTC Revolutions, Buzzfeed, Curalate, eMarketer, LinkedIn, Offerpop, Sysomos and Tumblr. The speakers educated and inspired the group - and brought a few laughs. (You don't always expect bacon man to make it into a presentation!) They shared many valuable insights, so we decided to recap some of the highlights and takeaways from the day for our blog community.
1) Snackable content is key when it comes to sharing with your social media communities. I felt a bit silly that I had never heard the term "snackable content," but it was used by several speakers during the day when discussing how to ensure your fans and followers would take action and engage with your brand. Snackable content is bite size, quick, and indulgent snapshots - think photos and short videos - that your community can easily digest. Several speakers used the term in their presentations and stressed the importance of brands focusing on this type of content to ensure maximum reach.
2) The strongest brand is the brand of Me. One of the most obvious shifts in consumer behavior since the introduction of social media is how much less elusive the brand is and how much more critical the consumer is. And not just the consumer en masse, but the consumer on a personal level. The individuals don't want to be treated as one of many, so brands have a responsibility to connect with people on a much deeper level. Deb Berman, the SVP of Brand Strategy at Curalate (and an expectant mother), gave the great example of a diaper company trying to target her. It wasn't her responsibility to go out and find/ engage with the company. It was up to the diaper company to understand her and provide her content that meets her needs. It's a consumer-centric world out there and as brands and marketers, our messages can no longer be one-size-fits all. The experience needs to be customized and personal.
3) Keep it SO simple. Tim McDonald, BTC Revolutions' new Purveyor of Purpose, provided a new take on the old KISS concept. Instead of Keep It Simple, Stupid; McDonald went with Keep It SO Simple. It made a lot of sense. When it comes to content, community and engagement on social channels, brands tend to over-complicate pretty much everything they ask their consumers to do. It's not the most complex ideas that resonate. It's the simplest ones that connect with the community on a basic level. When thinking of the "next big thing" for your brand, drill down to the core of what you're trying to accomplish for the organization and just keep it simple!
What do you think of when you hear "The Reign of Content?" Do you think our speakers hit the nail on the head? If you attended the conference, let us know what you thought of the day, as well!