What’s On

SMW Day 1: Visual communication, integrating social media drive conversation

Social Media Week or SMW as it’s called for hashtag-convenience has its latest chapter going on as #SMWMumbai.

It comprises 36 sessions spread across five days of social media gyaan coming from industry persons, mostly sponsors, some celebrities and new names with fresh faces. The scheduling of sessions is very interesting. Workshops are in the mornings, while talks begin only around six pm – by when office-goers can navigate their way through traffic to reach Lower Parel. Sessions go on back-to-back till around 9pm followed by dinner. All this for an early bird VIP Pass for Rs 4,000 should make it worth it. Though Day One didn’t seem like such a hit – there were more empty chairs than filled ones. Day Two looked better – they simply removed the extra chairs from the room!

Day One started with the sponsors – Tata Motors’ Delna Avari, Head – Marketing & Communication Services, giving a context to the well-branded venue with blow-ups of Lionel Messi – their new global brand ambassador.

It lead to a panel discussion on ‘integrating’ different agencies of the marketing mix to reinforce that social media is part of a larger marketing alliance and works along with other agencies rather than in a silo. The panel was moderated by Anant Rangaswami, Editor CNBC TV18 and included Delna along with her agency partners – Digitas Lbi, Ogilvy & Mather, Wizcraft and Lodestar Universal. Including other things, they largely spoke about their attempt at ‘integration’ in the latest #madeforgreat campaign.

Next came Bobby Umar – a Canadian speaker, networker and author among other things. He shared tops for effective social media community and content management, including some platforms and apps like Commun.it, Flitter, Periscope among others. He stressed on having a dialogue with followers – expressing gratitude, being polite and prompt in responding.

One on the liveliest presentations was by Eric Edge, VP, Marketing and Communications, PicsArt Inc. He used both numbers and visuals to get his points across, which were around the growing use of mobile apps in creating, collaborating on and sharing creative content. He used references to National Geographic Magazine which distributes 6million copies but has 3.6million followers on Instagram.

Some interesting insights on visual communication: countries have their own visual language preferences. For instance, Malaysia is very emoji savvy, the French use the heart

Other interesting stats:
– 80 per cent of millennials check their phone first thing in the morning
– On an average, smartphone users access 26.7 apps per month
o 70 per cent of the total usage comes from the top 200 apps
o While this number has remained similar for the last two years, time spent on each app has increased