Social Media Week New York 2021

What follows are highlights from each of the four days of Social Media Week New York, which was a virtual event this year, livestreamed May 4-7 on Zoom.

Here, we learn from experts on Clubhouse, LEGO, Peloton and Uber. 

For recaps and quotes from many more sessions, revisit our live tweets from the week via @PRSAtactics and #SMWNYC.

Clubhouse (Day 1)

“It felt like a virtual café,” said Kat Cole, an early adopter of Clubhouse, one of the fastest-growing apps in social media. “At that point, it was one to a few versus one to many... Now there are millions,” she said, discussing the rise of social audio and its place in the creator economy. 

Cole, former COO and president of FOCUS Brands, noted the neighborhood feeling of the platform and that the rooms felt thematic over time but didn’t have names. The functionality was built along the way as people discovered what was needed.

“The platform has a deep diversity, which surprised people,” she said. “At first, it was about social connection. After the murder of George Floyd, this became the place for long-form discourse. Sometimes it didn’t go well, and sometimes it did.”

Clubs and titled rooms emerged from that and Clubhouse started recruiting companies. It became a brand-building vehicle. 

“But I saw layers of value. Clubhouse is doing the same thing as YouTube but without the friction, and with all the interpersonal connection and interaction,” Cole said. “It doesn’t have performance metrics that marketers are used to, but it’s clearly a high-quality audience and it’s just the beginning.”

If you’re considering joining, then “don’t do it alone,” Cole cautioned. “Partner with people who are seasoned moderators and have already built clubs. Know how to prevent trolls and facilitate human discourse while keeping it vibey.”

She shared a few key takeaways:

• Remember social audio is still in the early innings — it will not be a winner-take-all.

• Pay attention to “ownership” of audiences and creator compensation.

• Keep an eye on the moderation space — there are challenges and opportunities.

• Just be a good human.

LEGO (Day 2)

“We must reflect on the past to inform the future,” said James Gregson, digital creative director, on how LEGO maintains creative inspiration in a world of digital reinvention. “It strategically forces you to take input and feedback across the room.”

Consumers are sifting through so much content — an unfathomable amount, he noted — with the average person spending upward of 7 hours on the internet a day. 

“The digital space can be very overwhelming, so make sure to focus your creativity,” Gregson said. “Focused creativity can be the most valuable asset while looking for inspiration.” 

We take creative inspiration from everywhere, he said. It doesn’t usually come from places or times when you’re looking to be inspired.

“Sometimes something old is just as good, as long as it’s reenvisioned for the current world,” he said. So find inspiration in the mundane and in everyday life.

And “stay curious,” said Gregson. “In some regard, all marketers are inherently curious… we’re all trying to solve an audience problem, business objective or challenge.”

In order to do this, sometimes we need to switch off and take a digital detox. Flipping the script and actively disconnecting, rather than always being on with social media, can help maintain strong creative direction.

“We need to make sure to disconnect for the benefit of one’s soul and the benefit of one’s creative capacity,” he said. “Let’s get more comfortable with being more bored.”

Peloton (Day 3)

“What it boils down to is thinking: People first. This is an evolution from consumer first,” said Tatiana Urriaga, senior manager of global marketing at Peloton Interactive in her talk about leading with a digital marketing mindset.

We’re not just defined by whether or not a customer wants to buy the product, she said. First, you have to learn about the person. This requires us to ask the hard questions.

“Two qualities that are critical to success are empathy and agility,” she said. “Most people are not sitting around waiting to see what your next ad campaign will be. You need to bring a gift to the party.”

At Peloton, “people come for the classes and stay for the community,” she said, adding that one of Peloton’s core values is to always put members first. “It’s crucial to always be listening,” she said, noting their “We all have our reasons” campaign.

It’s a lesson in improv: “If you’re in a scene with a partner and you disengage, the scene ends. You have to be flexible enough to redirect the scene and have no idea where it’s going,” Urriaga said. “It’s not a set it and forget it channel. The space is changing always. To be successful, you must be agile.”

Here are three actions you can take:

• Remember that we are human.

• Get comfortable with change.

• Be ready to learn in order to grow.

Uber (Day 4)

“Make sure your authenticity shines through at your company. Know the strengths you bring to the table. Remember why you are there," said Shivram Vaideeswaran, global head of brand at Uber, when discussing how to level up your leadership. “You define the culture, so stand up for what you believe in. Your thoughts matter.”

Every team member has their own style. Learn about what motivates employees and find a common interest. You need to best adapt your own leadership goals to meet your team’s needs, he said. 

“As you become a leader, the most important thing you can do for your team is ‘always have their back.’ Bring the hype and remember to recognize your team on their successes, said Vaideeswaran.

When people feel like they aren’t growing, they begin to look elsewhere, he cautioned. “Ask some tough questions about employees. Are they helping you elevate your work? Would you steal them for your next team? Is it time to make a change?”

“As a good leader, you need to make sure that people on your team are: challenged, appreciated and well-compensated. If you can achieve all three, it can be magic,” he said. “Make sure employees are valued, growing and receiving support.”

So remember to:

• Lead with authenticity.

• Always have their back.

• Develop, develop, develop.