Social Media Week London - Day 1 Learnings


Phew! My brain is on FIRE right now after day one of Social Media Week London. Today I heard from Facebook/Instagram, YouTube, National Geographic (we even went life with an explorer in Bosnia!), a paid media guru, a neuroscientist, and more. Now it’s time to break it all down and bring the key learnings back to you.

I’ve shared the insights in two ways. 1) Stats that are super interesting to know and 2) Learnings that can improve your social media.

Also, make sure to follow along in real time on our Instagram @pinckneypalm.

Little tip, if you go back and like the past 10 or so photos we posted and watch our recent Stories, we should pop up in your Feed more often. We’d love you forever for this too! :)


Let’s look at some interesting facts I learned today…

You know the 6 degrees of separation notion? Well it’s actually 3.5 degrees of separation on Facebook. That means the world is literally twice as connected as it was in the 1970s. -From Facebook Session

You have eyeballs on your content for 1.7 seconds on social media (1.2 seconds on mobile specifically). Build your creative to work in literally a glance. -From Facebook Session

Gen Z is 24 and under and were born digital natives. They’ll be 40% of the global population by 2020, and they currently control $1 trillion of buying power in the US. In other words - start thinking about how you’ll adapt to this generation. -From Gen Z Session

Only 1 in 10 people have a friend of a different background. It’s going to be hard, but right now, go follow 10 people on social who have different views or backgrounds than you. -From Social Media without Prejudice Session

We consume over 200 meters of digital media a day (emails, text, etc.). -From National Geographic’s Storytelling Session


Specific things to help your business…

Facebook is focusing on building communities. This means Facebook groups. There are currently 1 billion people in Facebook groups, but there is so much space still to grow your community! It seems to me that Facebook is prioritizing those who are focusing on Facebook groups (my words, not theirs). -From Facebook Session

Did you know you can click on “Why am I Seeing this Ad” in the top right corner of a post and it will show you why you were served that ad? I’ll be doing this more often to learn how other companies are using targeting on Facebook. -From Facebook Session

“Not everything that counts can be counted, and not everything that can be counted counts.” I thought this was so impactful when thinking about data and what actually matters. -From Paid Media Session

Build content for Meaningful Social Interactions (MSI) and for Human Connection, not Reach:

  • Identity and connection

  • Create content that serves a purpose

  • Get audiences to share your content and they become your advocates

  • Big reach isn’t important, it’s impact!

(-From Buzzfeed)

See above on Gen Z. If your audience is under 24 or you’re looking to expand there, know that…

  • They’re deleting Facebook left and right (44% of them so far)

  • They love Instagram and Youtube (moving away from Snapchat)

  • They see right through influencers who don’t live what they’re selling (they’re more likely to buy a shirt from someone they love even if they have 200 followers vs. a big influencer that they follow just because)

  • They’re online 10-15 hours a day

  • Authenticity is the most important thing to them

  • They like being advocates

  • Just don’t slap “lit” or “bae” on your content

  • Short videos are key

  • Forget mass exposure

(-From Gen Z Session)

Always ask when building a business or big idea… is everyone in the room? Meaning all levels of diversity. -From Social Media without Prejudice Session

A few key takeaways from the Neuroscience Session:

  • Micro influencers had more positive effect on viewers than major influencers and celebrities

  • People engaged more cognitively with Instagram, but felt less positive afterwards when compared with Facebook

  • People choose eye pleasing content over their own preferences. Ex: They clicked a roast as their favorite food because it was shown with a pretty video vs. curry which was just a photo, even though it’s the #1 dish in the UK

  • People like targeted content over random content. So even though people complain about retargeting ads, it’s working.

Don’t micromanage or control influencers - they know their audiences and what they nerd out over.

How is that for just ONE DAY of learnings?! Tomorrow I head back to the Queen Elizabeth II Conference Center to learn about regulatory guidelines for influencers, making videos for Millennials, loyalty with the Group Director of Facebook, brand reputation and crisis management, and social media well-being. I also take a break and head to Edelman’s office for a lunch and learn on ROI with LEGO and Facebook.

I seriously can’t wait to dive in and learn more! Keep the questions coming over on Instagram and I’ll keep answering them throughout the day.

Erin Phillips