Web Summit 2017 – Day I recap
With panel panel discussions and lectures going on 5 stages simultaneously, it was not an easy task do create a selection what to listen to. Especially if you count that going between the stages takes on average 10 minutes, with panels starting just few minutes one after another. So here is just the fragment of many interesting talks we heard on the first day of Web Summit 2017, mostly focused on digital trends, creativity, advertising, social media, growth, strategies development and business and brand development.
Can advertising agencies use influencers to push campaigns for big brands? With discussion between John Hegarty, BBH Creative Director, Neil Waller, CEO of Whalar and Instagram stars behind the project #followMeTo we learned that if used right, influencers can help big campaigns pushed right. When you involve influencers in your campaigns, always have in mind trust, transparency and honesty. Pick your influencers so their lifestyle reflects brand values. By giving an example from Dior campaign, Neil Waller showed us that one brief given by the company was interpreted in many different ways, but always in line with brand values and tone of voice. It also helped the brand more easily understand different markets around the globe, since every influencer told his story with market specifics. Of course, you still need an agency behind all this to give support. As John Hegarty said, the idea is to turn strategy (intelligence) into creativity (magic). With agency overlooking influencers, you will have discipline that will result with many creative expressions.
Opening doors, closing Sales
At conferences like Web Summit, you will always have some sales talks. And that is all right if you talk with the audience that is not part of the industry. But selling something to professionals, can sometimes look lame. Geraldine Calpin, CMO from Hilton hotels, talked about Hilton Honors app. As she pointed out, it was really hard to create something that will be a breakthrough, especially when you are dealing with a company that is almost 100 years old. Challenge she compared to making a cruise ship into a speed boat. App features are really great, and app itself is rated on Google Play and App Store better than any of the completion apps. Chapeaux, Hilton, for making such a cool app, but we are staying loyal to IHG.
Beyond display: How publishers are approaching content monetization
How media publishers can create content that will bring them both, readers and monetization? As participants of this panel agreed, it is the priority to create loyal reader base, even if the content itself doesn’t generate money. It is not only important to give news to the audience, but to create a value and help readers in their everyday needs. The goal is to create the credibility with the reader, so they can trust your judgment. So the media today should be more of a service for the user, rather than a news generator. And if you do that, you can expect that some of the content will start making money. Platforms like Google and Facebook are shaping the market today, and will do you a favor if you know how to engage them in the proper way.
Brands in 2017: Adjusting to the digital revolution
It was a real pleasure listening to this panel discussion. Three senior position women from big companies such as AXA Group, Portugal Telecom and Hilton gave us insights in how their industries are adjusting in the new era. The conclusion was that in the age of digital, the first thing customers expect is personalization. And to do that, you need data. And not just any data, but the right data that will help you improve your customer experience and create segmented experience for each particular user.
On the example of AXA insurance policies, in motor and health industries, we heard that by tracking user behavior during their everyday lives such as the speed of driving, safety, health habits, sport activities etc, this insurance company can adjust the policies and contracts to each user individually. It doesn’t matter anymore if you are older than 60, but how you conduct your life that will give you certain bonuses or discounts to your insurance policy. Big companies don’t think any more who we are, they now know exactly who we are, how we behave and what we want and when we want it.
#makethefuture: The story of Shell through social
When you have a company that sells oil and mostly doing B2B, it was a hard task for Dean Aragon, CEO Shell Brands International, to create paradigm shift. And his idea was not only to make the brand look more human, but to approach customers not as customers but as humans. Even in B2B segment, you have to treat other side as a human as not as business siting across the table from you. And so the project #MakeTheFuture was born. Shell turned into to helping communities, introducing the right to energy as a basic human right, using things that work in real life. We got goose bumps watching these videos, and for sure can’t describe them as well as they did so take a look at this videos:
One of the most interesting stages would definitely be Creatiff. Creatiff, Europe’s largest design conference, unites graphic designers and artists responsible for the design of the world’s top institutions, and globally recognized packaging, illustrations and products. We spend almost whole day listening to the people such as Susan Credle and Lars Silberbauer.
Preserving our muse: Heritage and legacy in modern design
All tough it was more like a presentation of new product, Jamie Myrold (VP Design, Adobe) had some interesting things to say about design today. It was definitely fun to see where is Adobe headed in next few years. As design moves from a tactical aesthetic role to a foundation of strategic business (UX), creating modern, user-friendly tools matter more than ever. Jamie talks about the lessons we can learn from designs of the past, and how we can honor the legacy of those lessons in modern design.
What got you there won’t get you there
No matter if you are junior designer or creative director this is definitely lecture you have to take in. Susan Credle, who started out as an intern at BBDO and moved up the ranks to become Executive Creative Director. The woman responsible for making the iconic M&M’s “human” speaks about leadership, creativity, and generosity and how important those things are in agencies. It almost felt like a funny stand up with a lot of useful informations on this topic.
Leveraging the creative power of communities
Wehave to say that after working on social media campaign for opening of the Lego store in Serbia it was interesting to listen Lars Silberbauer. When Lars started at LEGO, there wasn’t even an official LEGO page on Facebook. Recently, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry, and Mediapost still ranks LEGO as the most engaging brand in the world on social media. Lars talks about leveraging the creative power of communities to build something interesting.
The Masses can replace our creative agencies
Brilliant debate. Jacob Benbunah of Saffron Consultants debates with Patick Llewellyn of 99Designs on the value of creative agencies in a peer to peer world. All though it lasted for only 30 minutes, they managed to make us look things from both perspectives. Debate is available on WebSummit Facebook page.
Creativity, Love and happiness
Panel with Pamela Pavliscak (Change Sciences) , Jacob Greenshpan (Google) and Martin Swant (Adweek) on the topic how does design affect us fundamentally? Today when companies vie for our time, designing for creativity, love and happiness is a key to understanding our relationship with technology.
Going global in 30 days
One of the most interesting lectures, coming from the man responsible for the fast social-media expansion of Taylor Swift and Beyoncé. Talking about the case study he proof-tested on himself, Brendan Kane says with right content created and diversified for the right audiences anyone can go from anonymous to 1 million followers in just 30 days. His experiment involved more than 5.000 produced content materials for 30 days publishing, testing all the time what works and what doesn’t. And all that achieved with almost no money invested.
The evolution of conversation: Facebook’s Stan Chudnovsky
When he started developing Facebook Messenger almost 3 years ago, Stan Chudnovsky, VP of Product at Facebook Messenger didn’t expect it would become such a success story. Talking about the future of this product, implementing AI and chat bots, and ultimately giving access to developers to customize FBM, Stan predicts that from now you will be able not just to start the conversation with the brand, but to do much more. Actually, whole consumer path will be available through chat options, from ordering product or service via bot, completing your purchase up to giving feedback and reviews on product and services. Implementing FBM into e-commerce websites will allow brands to have integrated one place communication spot with customer through all platforms.
Most of the panels and lectures are available at Web Summit Facebook Page