Tom Fishburne

Tom Fishburne

“One Size Fits None: How To Tailor Your Story For Different Social Channels” The goal of the workshop is to create stories worth sharing across different social media channels and screens. During the workshop, we will use cartoons, visual storytelling, interactive exercises, and thought-provoking case studies to learn how to frame your story and how to tailor your story for different channels.

Each social channel is unique. We can’t tell the same story the same way in different social channels and expect to resonate with our audiences. In the same way we wouldn’t tell the same story in an intimate dinner party as in a cocktail party, brands need to adapt their storytelling approach for Facebook, Instagram, Twitter, Pinterest, Snapchat, YouTube, and other social channels. In this part, we would explore how to adapt your story to the social channels available to marketers today.

 Marilou van Door

Marilou van Doorn

Our economy is getting more and more “online” every day. Online shopping, online entertainment, online advertising, payment, services, gaming, you name it. Where traditional economies are visible – and thus easily accessible for exploration and research – new economies happen behind the screen, thus being hardly visible.

Wakoopa has developed a unique way to keep track of what’s happening on the Internet. In exchange of a certain incentive, participants install a user-friendly and privacy-proof app on the smartphone, tablet and/or pc. Wakoopa then measures anonymously, single source, their online activities across all their devices.

In this workshop we will discuss with you the state of technologies on how to measure the Internet: server-side (cookies, google analytics, comscore data) and user side (digital footprint measurement, also known as passive or behavioral metering). We will discuss advantages and disadvantages. Biases and quality aspects, and use cases.

After this technology update we will switch our point-of-view: you are probably all involved in creating online engagement – with your brands, your websites, your e-commerce platforms, for your advertisers clients. In the second part of this workshop we will share experiences, from your practice and the Wakoopa practice, on how to create online engagement. What works and what doesn’t work.

With a unique mix of technology, experience and new insights, you will be fully equipped and refueled for the next digital year.