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Brief Published: 26 Apr 2018

Sysomos Summit: Social Media Trends

MailChimp customer service gif

Social media analytics firm Sysomos hosted a one-day conference in London on April 24, which explored how brands can turn social media data into actionable insights.

Elizabeth Motta, senior director of data analytics at World Wrestling Entertainment, emphasised how crucial social listening had been in evolving WWE. For the sports giant, responding to the online conversation has meant adapting a huge line-up of live TV content in almost real-time.

The positive feedback for WWE's women's matches has completely transformed female wrestling. In little more than two years, it has grown from a poorly-served sub-brand that fuelled the #GiveDivasAChance Twitter protest, to its own division given equal billing with the men's matches.

US marketing automation firm MailChimp stressed the need to engage on social media in a way that not only conveys your brand but turns it into an experience. MailChimp's strategy is to humanise its online voice and try to speak in the same language as its customers through custom-made gifs. The firm has created an entire library of customer response gifs on gif platform Giphy, filmed by and starring MailChimp staff.

"They share expertise with customers every day but now can share a bit of their personality, too, making people feel there are actual human beings involved," said Brooke Hatfield, social media associate at MailChimp.

It's a great example of an axiom articulated by Mylene Vellay, digital account manager at European customer experience firm CCA International. "We can't separate the marketing and the consumer care any more when we interact with customers on social media – consumers interact with the brand as a person."

As Rich Evans, senior digital strategist at UK health marketing specialist Ogilvy Healthworld, noted, this can be complicated by the fact that "social media is evolving our language at a rapid pace". His advice is to ensure your social voice is "authoritative, empathetic and relatable".

For more on social media language, see our upcoming report No Offence: Speak the Language of Now.