Report from the main day of Engage2015 conference held by Socialbakers in Prague, 21st May 2015. Enjoy the insights from Lego, Adidas, KLM, Disney, Desigual, Lamborghini, Google and others.

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#ENGAGE2015
Report from the main conference day, May 21, 2015

2. Digital agency http://digitalnativeagency.eu
Introduction
Conference Engage2015 held by Czech based company
Socialbakers is one of the biggest social business
events of this year where brands such as Lego,
Lamborghini, Adidas, Disney, KLM and others
share their best practices.
We have chosen information what we think is the best
and most relevant from conference for you and we
bring you a short report.
You can also enjoy the full event video on http://
engage2015.com website.
If you have any question, feel free to contact me.
Jan Prochacek
Owner / Digital Strategy DNA
Jan Prochacek
@prochacek
jan@digitalnativeagency.eu
+420 722646906

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Jan Rezab (@janrezab), Socialbakers
What is social media about in 2015?
• Social media is a part of company‘s processes. It cannot stand alone.
• TV vs. Social media – SM has more viewership data.
• #DataDriven Social Media

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Lars Silberbauer (@larssilberbauer), LEGO
It is necessary to create a real
relationship between brand and user.
There are no tricks or shortcuts, you
cannot fake it.
3 rules:
1) Social needs
2) Value creation
3) Real-time
We are hardwired to a social interaction.
20 million parents reached during 1 week
campaign Kronkiwongi.

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Roberto Ciacci (@robertociacci), Lamborghini
The most important is to create a value that is spread among
customers and people.
Engagement- Macro KPI 1
• Interactions, Average Engagement Rate, Engagement per
post type, Strong/weak Engagement Rate
Loyalty - Macro KPI 2
• Audience Growth, Churn Rate, Average Page Views,
Feedback Rate, Timing Metrics

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Shira Feuer (@shirafeuer), Disney
What are key challenges for Disney when creating
content?
• Utilize what users do naturally
• Tap into current conversation
• Make your content an emotional enabler
• Don’t feel like advertising
• Be genuine local
• Be first
• Use your data
• Work with technology, not against it
• Tell a great story
• Be truly creative

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Sabeen H. Ahmad, Publicis
Art of content creation
• Content strategy has to reflect search results
• Content has to be ready for rapid reading
• Create real-time content and engage!
TOP 5 questions to ask yourself about your content
• Does this content help the brand achieve its goals?
• Is the content relevant to your audience?
• Is the voice unique to the brand?
• Is the content valuable or entertaining?
• Would you personally share this content?

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Boris Mercier (@borismercier), Desigual
Go to the fashion week to share your vision, not to sell products.
• Find a social media celebrity with more fans and followers your brand
• Identify top sellers in real time – H&M is able to create a product within 14 days
• Be the first to be hot – Innovation + technology
ROI
• Qualitative
– Opinions, comments, ratings
• Quantitative
– Community tests, community growth
• Impact of catwalk ecosystem
– Organic growth +30% (it is a KPI)
• Digital PR
– Great content which is easy to publish and has huge reach

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Thomas Van Shaik (@thomasvanschaik), Adidas
A brand personality is ethical, rational and emotional – Who are you, what you do & why that
matters.
Good brand sells stuff, great brands sell meaning.
Brands are creating more content than ever before on more platforms than ever before
while simultaneously complaining about the difficulty of cutting through the noise.

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Gert Wim ter Haar (@gertwimterhaar), KLM
Reply within 30 minutes in 14 languages.
Integrated customer data – Flying blue data, previous customer service interactions and
preferences.
Consumer driven innovation.
Summary
• The best strategy is doing stuff
• You’re 200% certain to fail big at certain point
• It all starts with stellar service
• Create stuff worth sharing
• Makes sales social by design

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Beau Avril (@mrbeauavril), YouTube
YouTube mobile watch time grew 90% year over year.
Views are overrated, they don’t represent engagement or passion.
Millenials are 2x more focused when watching video on their smartphones vs. on TV.
Among US teens 5 of the top 5 most popular and influential celebrities are YouTube stars.
Social celebrity Bethany Mota (@BethanyMota)
“Bethany is not a YouTuber. She is a brand.”
Passionate economy can make the difference
for marketers, especially when talking about
videos.

12. Digital agency http://digitalnativeagency.eu
Summary
TOP 10 take from Engage2015:
• Data must be connected with business outcomes
• Create real relationship between brand and user
• Utilize what users do naturally
• Create content for your search results
• Real-time is mobile. Create for small screens
• Integrate all your customer data
• Make sales social by design
• Create consumer driven innovation
• Understand the meaning of social media celebrities
• Become a part of passionate economy

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