The document discusses the evolution of social media and live streaming. It notes that the average person spends nearly 2 hours per day on social media, equaling over 5 years of a person's life. It then discusses the origins of social media and challenges of standing out, including the need for content to be contextual, relatable, and shareable. It also addresses strategies for user engagement and retention such as incorporating scarcity, practical value, and anticipation in live video content.

1. THE EVOLUTION OF LIVE

2. How much time have you spent on Social Media today?
The average person spends nearly 2 hours
(approximately 116 minutes) on social
This equals 5 years and 4 months spent over a lifetime

14. 🤔🤔🤔

18. Where did it all start?

20. Following Suggested Path
=
Happy Parents

21. So why take the risk, drop out &
start Social Chain?

22. 1. Belonging
2. Authenticity

23. 1. Belonging

26. 2. Authenticity

31. Major Learning
Never fall into the dangerous trap of thinking that anybody cares
about you, as much as you care about you.

37. 50+ Student
communities
4 Million Students 1 Million Monthly
Visitors
Student website

45. 40+ Social media community owners

47. 400+ Social media communities

55. “Social Media Illuminati”

56. “Blazingly hot social media
phenomenon”

57. “A group of twentysomethings are taking over
social media”

60. “They can make anything the most talked about topic amongst
millennials in less than half an hour”

62. When a persons own opinions and actions are influenced by
the actions and opinions of the majority of a group.
Asch Paradigm:

68. 2 minutes

69. 10 minutes

70. 15 minutes

71. 20 minutes

72. 30 minutes

73. 33 minutes

74. The MANDELA Effect

75. 35 minutes

79. 151 Million impressions

80. Global Impact

82. SALIENT EXEMPLAR
- Linguist, George Lakoff

84. THE TRUTH IS IRRELEVANT

87. ATTENTION : TRUST CYCLE

88. ATTENTION : TRUST CYCLE
“40% of Brits actively ignore social posts from brands”
“34% feel constantly followed by online advertising”
“Globally, a quarter of consumers chose to ignore
branded content”
(Marketing Week, 2017)

89. HOW DO YOU BREAK THROUGH THE
NOISE?

90. 1. Context
2. Relatability
3. Shareability

92. #MyGymReason

93. 1. Context

94. 2. Relatability

95. The Micro-influencer
T = 10.4 engagements per £
spent
10,000 followers
Price: For a gift

97. The Micro-influencer
• Ability to hit small niches.
• Authenticity / improved conversion.
• More cost effective.

98. 2017’s answer to the brand ambassador

99. The Scale Problem...

100. MicroScale

101. 3. Shareability

102. Social Currency:
When we care,
we share!

103. Social Currency:
Inner Remarkability
”Worthy of remark or mention”
Novel, Surprising, Extreme or Interesting

105. 1. 40,000 click to their website in 5
days
2. Worldwide no.1 Trend
3. Thousands of pieces of UGC for
the brand

106. Benefits of having Paid Experts In-House
Price decreased, volume of clicks increased

107. 1. Context
2. Relatability
3. Shareability

108. Why do people share some ideas /
brand messages more than others?

109. Deeper than engagement

110. 8 Basic Human Emotions

112. ANTICIPATION IS CRUCIAL FOR
LIVE VIDEO

114. 1. Retain
The content needs to captivating enough to hold
their attention the second they arrive on the
stream.

116. 2. Spread
Once you have their attention, you’re going to need to
rely on that retained audiences engagement, to share the
stream, bringing new audiences in.

118. 3. Practical Value
People will share things more than the average if they
are perceived to be:
• Useful (30%)
• Interesting (25%)
• Awe-Inspiring (40%)

119. Scarcity
• Discount available
• Only available during stream
• 2 winners not hundreds

121. TRIGGERS
ONGOING WOM
V.S.
IMMEDIATE WOM

122. ONGOING WOM

123. IMMEDIATE WOM

125. How much Word of Mouth happens online
compared to face to face?
7%

126. So Important to consider cross
platform LIVE APPROACH and on
the ground

142. Be BRAVE Question Conventional Wisdom
Be FIRST Break Records
Be THE BEST Obsess About People

145. Average age: 21 years old...

146. 2,400,229 new followers this
week...

147. THANK YOU
@alexayin

149. 150M Users
3.25bn monthly hours of video1bn MAUs328m MAUs
700m MAUs 400m Snaps sent daily