Social Media's Future Evolution

Thursday, 17 August, 2017
1pm - 5pm followed by networking drinks (timings subject to change)
IAB UK Events and Training Space, 14 Macklin Street, London, WC2E 5NF
IAB Member: £125 +VAT
IAB Non-member: £250 +VAT
Advertiser: FREE
It’s no surprise that Social Media advertising keeps growing, with its continuous innovation and ability to create great brand stories.

The IAB /PwC Digital Adspend study for the full year of 2016 showed that the social media market was worth £1.73 billion.

What will 2017 and beyond bring for Social Media? With developments in Virtual Reality, Increased Personalisation, IoT, Live Streaming & AI it’s set to be an exciting space. But the most important thing about social media marketing isn’t always the technology. It’s the people and how they use that technology to create, publish, share, interact and transact.

At our Social Media conference, you will hear from the movers and shakers in the social media industry showing delegates how to use social media to wow your audiences and connect with consumers. Expect top tips, practical advice and lots of creative examples to keep you inspired.

Gaelle Bertrand
Kantar Media
Jenny Tsai
Katherine Marlow
ITV Adventures
Lillian Betty
Time Inc
Zoe Plummer



1:00pm - 1:40pm Networking lunch

1:40pm - 1:50pm Housekeeping and Introduction


1:50pm - 2:10pm Breaking Platforms – cut through by doing things differently

Aviory Gaw, Associate Planning Director, AKQA

Social media today comes with so many rules. Every meeting with any agency or platform normally comes with a set of guidelines and or playbook on what works and what doesn’t. However, most of the brands who become the ‘best’ often don’t follow the rulebook but define their own way of doing things.

Social today is fleeting and doesn’t have a lasting effect as they used to. What’s trending today will quickly disappear tomorrow, creating the optimal environment to do things differently. Brands who win look at conventions and defy it, setting the new standard that often changes the platform’s functionality itself.

2:10pm - 2:30pm

4C Insights 

2:30pm - 2:50pm The evolution of paid social, and how to future proof your performance

Cibelle Toledo Michepud, Head of Display and Paid Social, DigitasLBi

This session will look at how paid social platforms and their products have changed throughout the years - from fan acquisition to virtual reality - and reveal how brands and agencies can adapt to the fast-paced and ever-changing environment to ensure they’re ready for whatever is coming next.

2:50pm - 3:10pm BREAK

3:10pm - 3:30pm Content Marketing on Social Takes Off!

Emma Jowett, Client Sales Director, Yahoo

In this session, Emma Jowett and will present to the audience in a case study format how British Airways have been working with Yahoo Storytellers to create a series of engaging content led campaigns on the social networking website, Tumblr.

The presentation will focus on ‘USA Uncovered’ and ‘Souls of New Orleans’ – two content marketing campaigns that British Airways have delivered through Tumblr to tell their brand story. Using short-form and long-form content, including videos, gifs and articles, a range of exclusive content was built on Tumblr to bring to life destinations across the United States that British Airways now serve as direct routes from London.

3:30 - 4:00pm Brands of Tomorrow: Revolutionising social media through influencers. Panel with Wearisma, Matalan, Time Inc. & ITV.

Chaired by Jenny Tsai, Founder & CEO, Wearisma

  • Stacey Malvern, Head of Social, Matalan
  • Lillian Betty, Head of Parntnerships, Time Inc
  • Katherine Marlow, Sr. Creative Manager, ITV

Forbes has called 2017 the year of the Influencer. With 32% of internet users projected to use an ad blocker in 2017 (eMarketer), consumer attention has become a scarce commodity in the ad-spending world. Consumer behaviour has changed, and fewer and fewer people trust ads -33% to be exact-. More and more (90%) lean on peer recommendations for their future purchases (Nielsen).

Consumers are engaging and interacting with brands in a completely different way:

  • The average person spends up to two hours a day on social media, teens alone spend up to nine hours a day,
  • About 3% of content engaged with on social media is from an influencerGoogle found that 40% of millennial YouTube subscribers state that their favorite YouTuber "understands them better than their friends" and 70% of teenage YouTube subscribers say they relate to YouTubers more than to traditional celebrities
So, what does this mean for brands? Social media is the channel and influencers are in the driver’s seat.

4:00pm - 4:20pm Break

4:20pm - 4:40pm How social allows people to connect with brands

Gaelle Bertrand, Head of Brand Insight, Kantar Media

In this presentation, we will look at what makes people talk about advertising on social media and how brands can utilise such insights to drive personalisation. 

As part of our recent industry-wide study Dimension, we looked at how consumers talk about advertising on social media, what messages drive salience and brand talkability. 

We gleaned insights around how people feel about advertising in general and revealed how relevant TV advertising still is in the digital age.

4:40pm - 5:00pm How adapting the story of Doritos’ Baby Dragon for each digital channel captured hearts and minds  - with a focus on Twitter

Sophie Trinder, Brand Strategist at Twitter

Zoe Plummer, Doritos Digital Lead, PepsiCo
This session will tell the story of how a great partnership led to an impactful campaign supporting the launch of the new Doritos Heatburst sub-range.  While the campaign ran across multiple media channels, the focus of this session is about effective channel adaptation & creativity at scale, through the lens of Twitter.

End and networking drinks


Book online now