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Posted by on Nov 14, 2017 in Conference Recaps |

Shingy Shares Secrets to Social Marketing

Roger Littlepage
Roger Littlepage

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Two of our MDS DCSMs, Kayla Carmichael and Roger Littlepage, recently attended the Digital Summit in Chicago. Check out out Roger’s conference keynote address takeaways below, and stay tuned for Kayla’s top 5 conference learnings on Thursday!

Shingy Shares Secrets to Social Marketing – Keynote Address Takeaways

David Shing, or more commonly known as “Shingy” is a very strange, eccentric and possible visionary for all things digital. His recent keynote address at the Digital Summit in Chicago on Oct. 24th, was both the conference highlight and the craziest presentation given.

Who is Shingy?

If you need proof that personal branding is important, look no further than Shingy. If you ever meet him, hear him speak or see a photograph of Shingy, you will not forget him. His hair symbolizes his persona and his corporate logo is simply his silhouette. A self-labeled Digital Prophet for AOL, he has worked in marketing for them since 2007 and most recently created his own position and job responsibility. A quote taken from his website states: “I work across the globe to identify new opportunities for the business. I regularly speak at conferences worldwide, discussing the latest trends and the future of the web to provide insight on the evolving digital landscape.” His Instagram feed [@davidshingy] is a random mishmash of artistic black and white images, as well as silhouettes of his newborn child, who shares the same hairstyle.

Roger Littlepage and Shingy

Left: MDS’ Roger Littlepage. Right: Shingy

What Sayeth the Prophet?

Listening to David Shing speak and attempting to take notes, is an exercise in futility. Even though his Australian accent is not strong, he speaks at the speed of a Formula 1 race car. His slides move as fast as he speaks, while being in perfect sync to highlight keywords and phrases. It is as entertaining as it is informative.

One common marketing term that is extremely overused is “Millennials.” Something Shingy never said. Instead he referred to the new generation as “young adults.” As marketers and those in the business world we sometimes think of them as being so different that we need to change our business and marketing models to attract them. The truth according to David is that they really are not that different, they have the same values as other generations. They want to achieve happiness, spend more time with friends and family, they want to be true to themselves and financially stable. These values are something that 81% of baby boomers say they align with. The difference is the way the newer generations go about expressing it and what they spend their time on. David Shing pointed out that 90% of young adults say they want to be entertained because 96% of them identify as being bored.

Why Do I Care?

The largest opportunity for any brand marketer is this newest generation. This “young adult” group represents $2.4 trillion in spend globally which are feed driven and 87% uses 3 different digital devices per day. For marketers to truly impact this generation, they need to be where they are at and marketers need to appeal to their desire to be entertained.

“There is an opportunity there. That opportunity is that the creativity you now develop can be re-defined. You are now in the content business and not in the advertising business. If we are in the content business we now compete with everybody, not just competitors. That is the new ‘new.’”

How Do I Do That?

According to Shingy’s hypothesis, moving forward, people’s behaviors are more and more influenced by their closed group of peers rather than by social media “influencers” and celebrity content. There is intimacy in these closed networks that marketers must attempt to break through and market to them on a personal level. So often, marketers and brands dictate where in a purchase funnel each channel falls into or where someone can be “labeled.” This marketing metric cannot be implemented in social or on a brand’s creative content.

Shingy hit home by saying our measure of success should not be measured by “engagement” labeled as likes or emojis on our feeds. Rather, to penetrate the closed networks and to influence this new generation, we simply have to persuade individuals to change their decisions and buying habits to positively influence our company’s bottom line through creative content.