Here is part 2 of our recap of last month’s Socialbakers Engage 2016 conference. Part 1 covered social customer care and part 2 focuses on social media marketing.

Image by OneSpot

Social media marketing has changed from “posts” to “stories”

Marketing teams usually publish “posts” on their social channels e.g. Facebook. Marketers typically monitor the effectiveness of these posts in terms of reach and engagement and then pay to promote these posts. The most sophisticated marketing teams have shifted to publishing “stories.”

What’s the difference?

Stories are trendy based on very fresh news or viral content.

Dan Mazei from Reebok has a “Newsroom” where they monitor trends and create stories. In one example, they noticed that a woman got some press for doing her workout with a wine glass in her hand. Within 4 hours, the Reebok team made an homage to the woman by changing all of their work out videos to include wine bottles.

Reebok wine campaign

Stories are long lasting.

Julien Jalouzet from Paris Saint-Germain Football Club (PSG) talked about how their team played Chelsea Football Club 6 times since 2014. Instead of creating a new concept for each game and each post, the PSG marketing team created a continuous narrative. Each new post would reference previous posts. It was like a ongoing conversation between the team and the fans of PSG and Chelsea.

PSG v Chelsea storytelling

Each story should take on a life of it’s own.

Mohamed Abo El Fotouh from Nestle talked about how they created a documentary. In the video, a man visits his Facebook friends who he has not seen in a long time and shares a cup of coffee with them. In the past, the goal of a marketing team would be for this content to go “viral” i.e. for many people to share it online. The new goal is for people to try and replicate the story in their own style and then post it online. In the Nestle example, people started visiting their own old Facebook friends and sharing a cup of coffee. Some TV shows picked up on it and so on.

Some best practices from the presenters

Paul Moore from the Australian Open team gave the following advice for social posts.

  • Choose the right thumbnail — A thumbnail of Roger Federer serving is better than a picture of the whole court where it is difficult to see the players.
  • Choose the right title — A title with “Roger Federer vs Novak Djokovic” is better than “Roger’s best backhand ever” since many users may not know who “Roger” refers to here or what a backhand is.

Paris Saint-Germain Football Club invited popular Instagram photographers to come into their stadium for every game which led to unique photos.

Veronica McGregor from NASA mentioned how they build excitement about their press conferences by tweeting out photos from their missions 1 hour before the press conference.

Jan Rezab from Socialbakers said that brands should be careful not to promote bad content. According to Socialbakers predictive analytics tools — 35% of companies don’t promote content at all and 44% of the promoted posts are bad content.

YouTube sensation Alfie Deyes and Dominic Smales from Gleam Futures showed how an audience will follow an influencer across channels. Dominic started a live Periscope feed on his account and there were very few viewers. When Alfie tweeted out the feed to his 3.2M followers on Twitter, several thousand followers immediately joined the Periscope feed just to watch Alfie at the conference.

Eva Liba from Coca Cola did a Snapchat campaign from Czech republic which had the highest usage of Snapchat in the world across the company. She advised that when you use influencer marketing, ensure that the influencers actually use the product and resonate with the brand.

Ekaterina Dobrokhotova from L’Oreal has taught her team to create “shareable videos” instead of “viral videos.” Her framework for video content uses the following categories.

Identity — For customers to identify themselves with the people in the content. For example there could be a video of a girl who has Acne problems and is able to solve it through one of L’Oreal’s products.

Aspiration — These are typically high value content featuring models and celebrities.

Knowledge — Testimonials, Reviews, Tutorials. People watch these before they make a purchase.

Emotion — For example, one of the L’Oreal brands had a video called “Kiehl’s rocks for kids.” If the viewers care about kids or the other aspects of the brand such eco-friendliness, then they will be more likely to buy their products.

What were your takeaways from the #Engage conference? Let us know in the comments.

Missed our recap of the social customer care trends from the conference? Check out Part 1