Seattle Interactive Conference
POSSIBLE + SIC 2015
For the past five years, the Seattle Interactive Conference (SIC) has connected leading brands, marketers, and technologists with influential speakers to inspire ideas and shape the digital marketing industry. Check out #SIC2015 on social to view insights from the conference, and learn more about SIC here.
This year POSSIBLE sponsored SIC, and seven changemakers from our network – POSSIBLE, POSSIBLE Mobile, and Swift – presented inspirational sessions:
THE NEW MOBILITY: CONNECTED MOTION
BEN REUBENSTEIN | CEO, POSSIBLE MOBILE
THOMAS STELTER | VP EMERGING SOLUTIONS, POSSIBLE CHICAGO
Our digital journey is paralleled by one in motion across locations, platforms, and devices. In order to truly create an effective and valuable mobile experience, brands need to focus on understanding the different physical touch points, as well as the differences in user expectations that are dependent on physical location.
1. There is opportunity to unlock the value of apps when we look at the context of where they are used both physically and in various social settings.
2. Tesla is an innovative brand in this sense because they have capitalized on using their interface as a platform – their technology updates over the air.
3. Today, children are growing up accustomed to reliable and sophisticated voice recognition, unlike previous generations.
THE CONTENT ARMS RACE: WHY BRANDS ARE SCREWED
ANDREW GRINAKER | SENIOR CONTENT STRATEGIST, POSSIBLE SEATTLE
Coca-Cola isn’t competing with Pepsi. Microsoft isn’t competing with Apple. They are competing with the infinite content choices provided by publishers and content creators today. This competition is pushing brand messages and their content further down the social timeline, deeming brand content less relevant and less impactful.
This session outlined the uphill battle that brands face to win the attention and loyalty of their audiences. Andrew discussed how to dissect the brands that are winning the content arms race in their space. And lastly, he provided a strategic framework for how brands can create, publish and measure their content more successfully.
You can check out Andrew’s presentation here.
1. The amount of time we have in a day is not growing. We’re approaching the “content shock area” – where production is exceeding consumption.
2. The audience doesn’t care about your branded content!
3. Be disruptive – being interruptive is no longer good enough.
4. Budget first, ideas second – there’s no such thing as organic reach anymore.
FEEL TIME: THE NEW RULES OF SOCIAL BRAND BUILDING
BRIAN LECOUNT | EVP STRATEGY & INSIGHTS, POSSIBLE CINCINNATI
Brand building has long been a product of what you do and how you make people feel. But in today’s world of always-on content and conversations, brands struggle to grow the business while sustaining real-time relevance. It’s not about real-time. It’s about feel time - how often and for how long can we win the hearts and minds of the people we serve?
1. The world doesn’t need more content - we are trying to sift through the content that is meaningful for us.
2. Speed kills: need for speed can trump our common senses. Make sure to ask what’s the point and what are you aligning yourself with.
3. The content sweet spot is the intersection of culture, company, and the consumer.
RETURN ON INFLUENCERS
BUCK WISE | DIRECTOR OF BRAND, SWIFT
CAT HYLAND | GROUP CREATIVE DIRECTOR, SWIFT
PAUL WILLE | PRESIDENT & CHIEF PERFORMANCE OFFICER, SWIFT
Instagram influencer Brittany Wright and YouTube influencer Chris Pirillo joined together with members of the Swift team to discuss the question, “What is the return on using social influencers in advertising?” Artists, personalities, and creators with broad social reach are one of advertising's biggest assets if you know how to use them. They discussed how to influence a social community while keeping brand engagements authentic. Lastly, they gave the audience a how-to on creative briefs for social influencers.
1. Influencers are popular because they are authentic. They aren’t delivering for the client if it isn’t genuine.
2. There has to be a respectful, professional relationship. Influencers should be paid properly.
3. The ideal client-influencer relationship means that influencers are inspired to be fans of the brand.
In addition to our speakers, POSSIBLE sent people from a variety of departments to soak up the knowledge, including recruiters. Below are some of our employees’ perspectives on the SIC conference:
MICHELLE SCHMOELZER | ACCOUNT DIRECTOR, POSSIBLE SEATTLE
"The fact that I got to see Sir Mix-A-Lot, De La Soul, and Cliff Mass speak about relevant industry topics within the span of two hours was priceless.”
RAY LEE | SR. DIGITAL ANALYST, POSSIBLE SEATTLE
"From the Killer Infographics session, I learned that the attention span of the average American online has gone down from eight seconds to five seconds and that on websites with more than 600 words, people only read 20% of the words, meaning it’s more important than ever to visualize content effectively."
JACLYN REINER | SR. RECRUITER, SEATTLE
“With several POSSIBLE-ites as speakers and attendees, we were well represented at SIC this year. Because of our presence, I received many enquiries about our job opportunities and I was able to identify some awesome new talent. Additionally, I was thrilled to hear that the importance of hiring and creating diversity came up in several sessions.”