Future Social Content 2016 Congress Take Aways -Sydney May 2016

Future Social Content Ibrc Sydney May 2016

Future Social Content Ibrc Sydney May 2016

DAY 1 – 17 MAY 2016


Tiffany June from How2Social

  • Why we are here in this conference – what exactly we want to learn this conference.
  • Twitter: #contentconf
  • Content does not have to be the flashy. CV of Failures, (Meta Failure), Johannes Haushofer Professor at Princeton University in America. One of the most popular text based content types in a very traditional University academia.
  • Disruption is going to happen to you or because of you. Brian Solis.
  • Whats next (the future)? Disruptive Intelligent Content – Doing new things that make the old ones obsolete.
  • Whats best practice – best practices for you – Very personal to your situation.
  • In social, to be relevant you need to compete for the future


Craig Mark, Social Media Lead, Diabetes Australia @creaigontoast

  • Deadpool movie. Emoji for iphone keyboard, infographics, tv, parodies of other movies, parnerships, tinder, snapchat. Every content was very unique to each channel. 70 million on first weekend. 130 million in total. Dead pool was a real, bold and defined character.
  • Real: means  a) knowing your audience, b) telling real stories and final is c) real time.
  • 21.18 million internet users in Australia – 14 million social media users in Australia. Very diverse, using different channels. – 13 million mobile social media users.
  • For some reason a video to be presented did not work and speaker keep talking with music in the background which at the end neither was understood.
  • Live streaming and live video gives users the feeling you are there!
  • The Danish WWF campaign using Snapchat to increase awareness of endangered animals.
  • Target and Lancome produce snapchat e-commerce ads. Users can swipe up to buy featured products.
  • Being bold: do things not everyone has done. “Pretty Shady” campaign.
  • Company called: Thank you made a video called “Chapter One” that was very engaging. A very bold story told via video.
  • Ontario ‘who will you help” campaign targeting friends of people who are perpetrating acts of harassments.
  • Obsessee is a youth fashion culture brand. They do not have a website. Bold and not traditional.
  • Tilt Brush by Google virtual reality example to check out.
  • Defined: your content has to have a purpose. A great example is an anti smoking campaign in the USA that defined a Tumblr channel with very unique content: A unicorn becomes a horse every time you smoke.


Jordan Guiao Social Media Manager ABC Australia

Jordan Guiao Social Media Manager ABC Australia

Jordan Guiao, Social Media Lead, ABC Twitter: @MaestroJ

  • Social Media has changed the way content is created. Even if you are not creating content, people will be creating content about your brand.
  • Bespoke social video: low cost at the same quality of a tvc.
  • Election content with Faebook Live video with leading journalist. Experimenting with a new content model.
  • What has changed? Atomisation of content: slipt apart and extract different parts of the content and being able to make it stand alone. Distribution: easier to share content pieces. Audience involvement: people will comment and influence the content.
  • The content scale: Axis X: passive to immersive Axis Y: Transient to Long Form.
  • The foundations of great content has not changed: Good STORY and Narrative. Foundations of story: Joseph Campbell.
Heroes Journey Joseph Campbell Story Journey

Heroes Journey Joseph Campbell Story Journey

  • ABC Celebrates David Bowie images were poor. could have been far better.
  • ABC AC DC Sydney storm activity.  70.2 ABC Radio Sydney took a storm image use it for their content.


👏 Top Speaker 👏  Todd Clappis, Strategic Engagement, Department of Premier and Cabinet Twitter: @tclappis

  • We should just not be aware of only about our own content. Keep an eye on user generated content.
  • Democracy is not just a vote. People want to be involved at the government decisions. So it is important to engage the community early.
  • Open and transparency is the future. Philosophically that will brings constructive feedback.
  • Collaborative content is important.
  • YourSAy website: almost 48,980 people participating and influencing policy decisions. voting tools, budgeting tools, video pitching.
  • Participatory budget campaign. Keep it simple (light touch). You can trust the community to make the right decision.
  • Fund my Community website: 1 million dollars to fund community projects. 2329 people completed a full plan. Easy to use: user abandonment rate around half of industry standards. 24% of applicants reported that additional value was created for them.
  • Innovative Process: Citizens Juries: Sharing the roads safely cyclists and motorist.
  • Social Start Up: building an audience from zero. Find out where your customers are. Analyse your competitors: nothing wrong with a light internet stalking. Use tools to benchmark engagement along competitors. Facebook business pages can help for Facebook.
  • Being helpful is a better marketing strategy than being everywhere. Ask people how they want to consume things.
  • The future of content is probably video or a hologram – who knows! Over 60% of content consumed will be video from last year. but do not believe on stats just being said.
  • Adelaide to Zero Challenge (niche audience) marketing with people, not at people. Using people to find the right applicants. Give people the role to share a great opportunity.
  • What people say about our brands is actually dictating more of what we say about our brands.


Jarod Green, Director Rad Sydney Twitter: @jarodgreen

(Funny they do video content but do not have any video on their own Facebook page)


    • Story telling.

Android vs IOS funny video must watch from phonemart.pk on Vimeo.

  • Live Broadcast will evolve and become mainstream. VR (virtual reality) VV (vertical video – Mad Maxx).
  • Collaborators: people making content and engaging with content.
  • Creatives: they can take stuff and spin it in a new angle. Mashing it up. CTr+C, CTR+V
  • Creators: Digital Native creators of content.
  • Co-producers: psychographic grouping around values/attitudes/lifestyle
  • Community: deeply social networked.
  • Customised:Based on bigdata to really target specific users.
  • Connected and Cat Videos
  • The value speed over quality. Did not agree – I still believe if you produce top quality you can build a loyal social media audience.
  • Mobility more than functionality. I think both are important. if it does not function, it will die.
  • Global more than local – Very debatable, I do not believe all people are looking for a global experience.
  • Sharing more than owning. yes! however owning can bring control whenever we want it, wherever we are.
  • Privacy and trust will become a big player. Perceived brand trust increasingly important. How are you earning the trust of your customers?
  • New User behaviour. Did not agree. I believe technology is driving and shifting user behaviour, People follow what it is available as long as it works and make sense.
  • Social becoming the standard of customer service. Agree. Twitter killed the 140 character limit last year for private messages.
  • Crack the messaging app. it reminded me Domain.com.au allowing people to find property via facebook messaging.
  • The death of email
  • Going hyoper local
  • Social Shopping and currency
  • Wearables


Lindsey Douglas from  Yellow Brick Road Financial Services

  • Be creative to bring audience reaction via delight, disgust or distract.


Phil Brown, Content Strategist, King Content

  • Change your life. Zen and the art of motorcycle maintenance book. Robert M. Pirsig. How to recognise quality. Sold 5 million copies after being rejected by 121 publishers.
  • Content Strategy Methodology: It defines why/how/who/what/where/when.
  • Quality: it is the content in that intersection between what your brand wants to say and what your customers are interested in. then you gotta have the right skills and people to create that content.
  • Who should own the content job within an organisation: it needs to live across the business but might take time to educate the whole business.
  • Tips: Tell a great story,
  • Top takeaways: strategy always, quality first, find the right people.


Nigel Lopez Mcbean Optus Social Media Manager

Nigel Lopez Mcbean Optus Social Media Manager

👏 Top Speaker 👏 Nigel Lopez Mcbean, Director of Social Marketing and Creative Services – Optus

  • Future of Social content. We should be stop producing content. People got to a stage where they want a slightly different experience in social media.
  • Having a healthy appetite for risk helps. Go ahead with your ideas but do not do anything stupid – Optus culture.
  • Discuss with your stakeholders what you want to get out of your social content projets.
  • Having a PR background helps having a lens in terms of managing potential crisis or anything if it goes wrong.
  • How to deal internal pushbacks. Data helps a lot to stop getting people to see things in a personal matter.
  • Test and learn if you do not have data. Things that work in the UK does not necessarily works here in Australia. Things that work for your competitor, might not work for you.
  • Facebook canvas ad unit did not work for Optus recently.
  • Brand have to become more self-sufficient. Brand and agencies to work on how internal teams at brands can own the development part.
  • Optus traditionally has not had a strategy to re-purpose, curate user generated content. Until now there is a project to look into that.
  • A lot of social media from optus is tech lifestyle, popular facebook post: tip to charge your phone on airplane mode.
  • Tools: Twideck, lithiom.


@KerenFlavell, Director TownHall App

  • Empowering collective voices for content creation via Social Surveys where not only questions but insights from their answers are shared on real time.
  • Social Media is about your customers, not about you.
  • Tribes: politics, religion, sports, nations. – we need to identify but at the end is a group of people doing something together.
  • 95% want to bring valuable and entertainment content to one another.
  • 84% a good way to support issues or causes they care about.
  • People want to evaluate their own opinions and abilities by comparing themselves to others in order to reduce uncertainty.
  • Starbucks – My Starbucks Idea – Share your ideas to make Starbucks better. 190k ideas submitted. 300 ideas were implemented by Starbucks.

DAY 2 – 18 MAY 2016


Rod McGuiness, Social Media, ABC


Roghan McKerlie, Rogues Gallery


Lisa Portolan, Director, Communications High Performance and Commercial Australian Sports Commission

  • I click before I am – Article
  • Social Media gives the opportunity to people to gather information and take decisions from that information.
  • Most popular is rich content: Videos that are short and photographs. Easy for ASC as they have great, sexy content as they deal with athletes.
  • Leading up to Rio – Several campaigns running on Social Media to build awareness about the athletes and what the ASC do.
  • “Superstitious” Campaign: most athletes have unique things to do before going into a race. The campaign is going solid on social media specially on Instagram. Also positive health habits athletes have in preparation for their competition.
  • Paralympic campaign too. Athletes are very emotive. Emotive stories about the athletes.
  • Mistake: we do not apply what we know about social media as users into our workspace.
  • 360 Video is a project coming up for ASC. Showing in real time what it is popular.
  • Publishing both new and interesting content. Meetings every morning to decide what it goes published on social media.
  • Re-imagining content is key: infographics (using scholars and phd’s – what makes people win – nutrition insights). Great infographic about tennis.
  • France Yann Le Meur Infographic producer. Two dimensional or animated.
  • University of Sydney: produced a video with the music of game of thrones to promote something that was boring.
  • ASC provide social media guidance to athletes but nothing mandatory. A lot of the athletes are digital natives and they are very comfortable with social media.



Cascading framework

  1. Corporate Strategy: what business are you in?
  2. Digital Strategy: How can you leverage digital across all aspects of your business
  3. Digital Marketing Strategy: How to level digital assets across digital channels?
  4. Content Strategy: What content do you need to attract and engage customers.
  5. Customer Experience Strategy: How do you link customer experience to your brand and culture?
  6. Design: Does your brand work online and dod your digital assets comply?
  7. Development: Have you got the digital engine to support your strategic initiatives?
  • Analyse how your business can get disrupted?
  • What are the strategic options?
  • Set a digital strategy based on a robust business model that future proofs the business. Agile enough to meet the changes.
  • Access new technology and a minimum viable product.
  • Strategy = people + technology + process