Last week I attended the IAB annual social media event; ‘Social at Heart’. Here’s a round up of key messages presented by an impressive group of speakers, including representatives from BuzzFeed, Twitter, Google and UNICEF.

Social & Content
Will Hayward, Vice President, Advertising at BuzzFeed

• BuzzFeed receives 75% of visits from social platforms and 50% from mobile
• It’s better to target small niche groups of people than a broad audience – they are much more likely to share your content with their peers
• Sharing is the new system of distribution and brands must think about how and why content spreads
• Memes = Participatory Mass Media
• “Start with the consumer, do something special” – what are we actually offering consumers that will interest them?
• Creating content that is relevant will always succeed
• Do not be the person at the party that only talks about themselves
• Ensure you’re engaging with your audience on their terms in an environment that is right for them

Social & Social 
Paul Guerrieria, Digital Planner, Google & Will Scougal, Brand Strategy & Creative, Twitter 

• Google+ is not just a social platform but a social layer that integrates all Google products
• Hashtags are now searchable on Google
• Google+ content from brands is pulled onto the Search Engine Results Page for free but there are also links out to relevant hashtags on Twitter and Facebook 
• Plan for the moment –> Enhance in the stream –> Keep it simple
• Be proactive around key events but also reactive to events as they happen

Social & Good
Laila Takeh, Digital Strategist and Leader, Unicef 

• 479,050 tweets and £5.3m raised during Soccer Aid 2014
• For UNICEF, social = content + influencers + paid media
• Twitter cards were the most successful engagement trigger in paid social during Soccer Aid
• Real-time Google Analytics gave team up to date view of what was and wasn’t working – enabled them to be as fluid and responsive as possible
• UNICEF encourages its employees to tweet in a personal capacity

Social & Devices
Alex Kozloff, Head of Mobile, IAB UK 

• 19% of the top 50 UK retailers with a mobile site
  have built one that is not transactional 
• Q4 2013 – 53% of Facebook revenue comes from mobile
• 4% of the top 50 UK retailers don’t have a transactional PC website
• 19% of the top the top 50 UK retailers with a mobile site, have built one that is NOT transactional
• 52% of the top 50 UK retailers with a mobile app, have built one that is NOT transactional

Social & Video
Oliver Smith, Managing Director, EMEA at Unruly

• Celebrities do not drive online ad sharing
• No creative device drives sharing more than any other, with the exception of personal triump. Focus on emotions, not creative devices
• Poorly branding your ad is like throwing away your marketing budget. The average branded video takes 30 seconds to reveal the brand. There is no correlation between level of branding and shareability
• Pack an emotional punch – videos that elicit a strong emotional response are twice as likely to be shared

Celebs, babies,cats etc amplify sharing but don’t cause it. Personal triumph & emotion provokes sharing says @unrulymedia #iabuk— Laila Takeh (@spirals) July 3, 2014

Some argue that search engine optimisation (SEO) is a flawed concept. At its best, it means no more than following best practice in creating clear, accessible websites with intelligible content and meaningful titles. At its worst, it means compromising on engaging content in an effort to perform better within the mysterious algorithms that determine order rankings in Google search.

To add insult to injury, a striking post by Dan Graziano reveals that organic results may now only make up 13% of a Google search. Despite Google achieving search dominance by providing the best organic results, the company has begun to replace organic results with ‘revenue generating Google products.’ Google’s Adwords account for 29% of the page, while a Google Map takes up 7% and the navigation bar occupies 14% of the page (see image below).

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At the Figaro Digital Marketing Conference last week, Dan Patmore (Search Marketing Manager for Argos) shared his views on what trends and products digital marketers should be focusing on in the next 12 months. He pointed to insight, technological developments and the importance of the customer. He also (somewhat reluctantly) mentioned Google.

Dan described the launch of Google+  as “the party that nobody came to”.  In other words, there was a huge amount of hype, everybody got very excited, perhaps created an account, and then, nothing. He continued the analogy and surprised some people in the room (including myself) by saying that Google+ in 2013 may well be “the party that people are showing up for fashionably late.”

In January 2013, the Global Web Index revealed that Google+ had overtaken Twitter to become the second largest social network. Google+ now enjoys an impressive 359m monthly active users and brand interaction has apparently grown by 45.5% between Q2 2012 and Q1 2013.

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As you may already be aware, Facebook is rolling out the first major update to its News Feed since the feature launched nearly seven years ago. As with every other change the site has made, the new design has been met with mixed reactions and hasn’t gone unnoticed by the media.

Facebook’s revamped News Feed gives the homepage a starkly mobile look, reducing clutter and lending more space to prominent photographs. It takes significant cues from the Facebook mobile apps for phones and tablets, adding a new side navigation bar and more white space.

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The “publish or perish” model of the academic world has followed a similar pattern since the middle of the last century. It generally takes around seven years from the conception of an idea, to the publishing of a paper, to the point where a critical mass of citations are formally gathered around it.

“Clearly the world moves much, much faster than that now,” argues Andrea Michalek, co-founder of startup Plum Analytics, with researchers posting slides online about their work even before it’s published, and tweets mentioning those discussions and linking back to the content. “All this data exhaust is happening in advance of researchers’ getting those cited-by counts,” she says, and once a paper is published, the opportunities for online references to it grow.

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With more and more social networks appearing on a daily basis, many find themselves with multiple sites to manage and not enough time to do so. Enter RebelMouse, a self-proclaimed “social front page”, that pulls in user content from social sites like Facebook, Twitter and Instagram.

At first glance, RebelMouse looks like a digital newspaper, hosted on Pinterest. After you spend some time on the site, however, it becomes clear that there is more to it than that. Founded by Paul Berry, the former CTO of The Huffington Post, RebelMouse has already signed up 32,000 users since it’s launch in June.

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Google have extended their content offering by launching a much-rumoured Flipboard competitor, Google Currents. It’s a new application for Android devices, iPads and iPhones, that lets you explore online magazines, blogs and news sites through a clean, touch-friendly interface.

http://www.youtube.com/watch?v=5LOcUkm8m9w

Google have worked with more than 150 publishing partners to offer full-length articles from more than 180 editions including CNET, The Guardian, Forbes, Saveur, PBS, Huffington Post, Popular Science and more. Content has been optimised specifically for smartphones and tablets, allowing users to navigate between words, pictures and video on large and small screens alike, even if you’re offline. more…

PLoS and Mendeley recently closed their Binary Battle contest to build the best apps that make science more open using PLoS and/or Mendeley’s APIs (Application Programming Interface). There are some big names on the judging panel, such as Tim O’Reilly (coined the term ‘Web 2.0’), James Powell (CTO of Thomson Reuters) and Werner Vogels (CTO of Amazon.com).  The entries have been whittled down to 11 finalists and the winner will be announced on 30th November 2011. Read on for details of some of these finalists or go here a full list: http://dev.mendeley.com/api-binary-battle more…

Google+ Pages were announced on Monday, allowing companies of all sizes to post updates about themselves and their products or services. Similar to Facebook, people who follow a Google+ Page can comment on or share the company’s posts, creating running conversation threads. However, businesses can also set up Hangouts where they can chat directly with potential customers.

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