Web Summit Live Text

Pentru că am identificat o grămadă de sesiuni interesante la Web Summit, m-am gândit să vă țin la curent cu ideile prezentate la acest eveniment. Așa că urmăriți această pagină de Live Text (în engleză) pentru a vedea care sunt trendurile din online, marketing și tehnologie (atât cât pot fi ele prezentate în sesiuni de câte 30 de minute).

Momentan găsiți mai jos sesiunile la care mi-am propus să particip, iar pe măsură ce acestea au loc veți găsi și detaliile despre fiecare în parte. Pentru întrebări și păreri sau dacă vă interesează în mod deosebit o anumită sesiune, nu ezitați să folosiți secțiunea de comentarii de la finalul acestui articol 🙂

Iar la linkul acesta găsiți informații despre sesiunile care vor fi transmise live.

Luni, 7 noiembrie

• Opening Night
  • The US elections will be very important for those who want an open society.
  • Globalization will happen with or without politicians will.
  • Joseph Gordon-Levitt on using technology to build communities (with reference to his company hitRECord):
    • Don’t make movies to make money, make money to make more movies (a philosophy that everyone should have in life and business).
    • We are at the beginning of the internet era, next generations will not only use internet platforms for socializing, but will look more and more for collaborative environments.
  • Portugal is more open, progressive & open to business than ever and both the Prime Minister and the mayor of Lisbon invited everyone to come, live and work here – I tell you… and invitation you can’t refuse 🙂

Marți, 8 noiembrie

• Ten years from now… – Mike Schroepfer (CTO Facebook)
  • The main challenges for the next 10 years are: giving the people without internet the opportunity to connect with the world, building intelligent machines and creating an immersive VR experience.
  • VR hasn’t worked so far, but will be successful from now on because we manage to catch up with technology and the applications have now for VR are so diverse.
  • A VR project going on in Brazil at th moment helps people completely paralized to retrain their body and brain to restore the motion control.
• Every country will be digital – John Chambers (Executive Chairman Cisco Systems) & Izabella Kaminska (Alphaville Blogger Financial Times)
  • France was the first in Europe in the first half of 2016 when it comes to venture capital, investments and start-ups
  • This is due to the vision to digitalize the country that started to be implemented a couple of years ago when the Ministry for Digital Sector and Innovation was created.
• Will everything you know about advertising soon be irrelevant? – Maurice Levy (CEO Publicis Groupe), Gary Briggs (CMO Facebook), Tom Davis (CMO Forbes), Tom Dotan (Reporter, The Information)
  • The biggest changes in the advertising industry in the last 10 years: turning from one way advertising to a more engaging one, being able to quickly get feedback from consumers and collecting data that has an enormous impact on how targetting is done nowadays.
  • Videos are a new type of storytelling and an alternative to the TV ads.
  • Videos need to be adapted depending on the device where it will be used.
  • More and more ad blockers appear and are used because ads are not adapted to the platforms where they are used and they simply annoy the consumers > an ad created for TV will definitely not work well on YouTube.
  • The role of advertising agencies is growing and the agencies themselves are making clients to change their marketing approach.
  • Advice for all working in advertising: bring together the technology and the human creativity!
• The second coming of video – Suchit Dash (President, Dubsmash), Michael Litt (Co-Founder & CEO, Vidyard), Melissa Ward (Managing Editor, Target Marketing)
  • It changed how people are interacting with the camera and the marketeers started to embrace the idea of collaborating with video content creators.
  • Video content has to be adapted for each social platform where it is going to be used and you have to allign the content to what your audience wants.
  • The personal touch in videos is more important than having a really polished, well staged content.
  • Videos are quite expensive “candies”, so it’s better to test and learn before actually going for something big.
  • Videos under 90sec get 100% attention and are usually checked on the way to school or work. Longer ones are more appropriate to be distributed during weekends.

Miercuri, 9 noiembrie

• Playstation: VR and the future of entertainment – Shawn Layden (President, Sony Interactive Entertainment) & Charles Arthur (Freelance Writer, Freelance)
  • What’s exciting about VR is that it’s an entirely new medium for gaming and entertainment, it’s a place nobody has gone before.
  • VR is happening – there wouldn’t be so many companies investing in this type of entertainment if 2016 wouldn’t be the year of VR.
  • We are in the try & learn phase – different types of games are currently being developed and it’s not clear yet what will work and what won’t.
  • It’s hard to express the VR experience in words, but we can say that it enhances the experience through exploration and it give you the opportunity to be the character you want to be.
  • VR completely explodes the world of narrative – the main question now is: how will the game change now that the player is part of the narrative.
  • At the moment VR works well for 20-30 minutes of gameplay and it will take a while until you can play a 75h fantasy game using VR.
• Brand discovery online – Ryan Hoover (Founder, Product Hunt), Diane Yu (Co-Founder & CTO, Freewheel), Scott Heimes (Chief Marketing Officer, SendGrid), Martin Swant (Writer, Adweek)
  • Email along with a strong brand messaging to the mass audience are the most efective tools for acquiring new customers.
  • TV was a broadcasting environment, everyone saw the same thing. Now we have internet that offers users a much more personalized content
  • The world of internet will be applied more and more to our real world and to more advertising tools that, for now, are not customizable for each user.
  • A lot of people buy based on friends recommendations and these are more likely to become loyal customers.
  • Agencies still have a big place in marketing, but when it comes to email to target users, new companies (airbnb, uber) are building their own mailing solutions.
  • Advice of the session: use data to drive a personalized experience for customers.
• How content drives marketing – Simon Sproule (Chief Marketing Officer, Aston Martin), Rene Rechtman (President, Maker Studios), Constantin Eis (Co-Founder, Casper Sleep GmbH), Jeremy Goldman (Founder, Firebrand Group)
  • High quality content can be created very easy nowadays, so quality and quantity can go along very well when it comes to content.
  • Art and data have to go together – never invest in content without having the right data behind.
  • The real influencers would never accept a brief that does not fit their personal brand.
  • To be successful you have to take audience, distribution and content all together.
  • Build a story around your product and create a connection between the messages that you communicate and values behind that specific product.
• Living, breathing, storytelling – Peter Hamilton (CEO, TUNE), Americo Silva (Global Head of Digital and Social Media, Shell), George Slefo (Tech Reporter, Ad Age)
  • Content on mobile should be something that consumer really wants to engage with, not an interruption.
  • Video is a huge part of creative dialogue and is the fastest growing ad unit.
  • Live streaming should look and sound spontaneous, but the more you plan it in advance, the better it is.

Joi, 10 noiembrie

• Afraid to fail because of other people’s opinions? – Gary Vaynerchuk (Founder & CEO, VaynerMedia)
  • We are living through the greatest era ever to be an entrepreneur.
  • What we have to do right now is to make positivity louder.
  • Marketing is a mix of math and art.
  • Television is the new radio and the online channels are what all companies should focus on. They all need to create content for facebook, instagram, youtube, snapchat etc. to keep up to speed with the new generation.
  • Fear is not an option if you want to be an entrepreneur. You have to prefer and be ready to lose.
  • If you don’t have this state of mind then find someone to work for that does have it.
  • You have to deal with the reality, complaining and crying will not solve anything and nobody actually cares about your problems.
  • Now, more than ever, we need to enhance the self awareness. Eliminate the fear of what other think and identify what you are good at, what you like to do and you will win!

• Marketing yourself – Meredith Foster (YouTube Personality), Melissa Ward (Managing Editor, Target Marketing) 
  • Promote your unique personality within your brand.
  • Be authentic and gain trust. Otherwise your audience will leave in a flash and go to the next thing available online.
  • Be consistent and engage daily with your audience. This is what makes them feel really connected to you.
  • The most important thing when you create content is to focus on something you love doing, that you relate to and strongly believe in.
  • Don’t be afraid to fail!
• Storytelling with a purpose – Avril Furness (Director/VR Filmmaker, Black Dog Films), Joe Wade (Managing Director, Don’t Panic London), Liam Harrington (Co-Founder, Unilad), Jess Crombie (Director of Creative Content, Save The Children), Serena Chaudhry (TV News Producer, Reuters Video News)
  • Storytelling without a purpose would be considered a failure.
  • Creativity and the purpose need to go hand in hand.
  • The audience can be part of story (i.e. through VR) and this is the future of storytelling.
  • The stories have to be localized for each market where it is used. They have to be related to something that people from that area can easily resonate with.