Hosted by Rise London on 6th May 2016

AirBnb - one of the world's most innovative online companies, talks with members of the Digital & Social Media Leadership Forum.

Following on from the 'Digital & Social Content Strategies' meeting in February (hosted by Telegraph Media Group), you are invited to join this DSMLF follow up meeting where you can discover first-hand how AirBnB uses social and digital platforms to create compelling online experiences for its customers.

This is a hugely valuable opportunity to get your questions answered by a world leading digital company. We will also be joined by other leading digital and social content strategists who advise the Financial Times, to give members answers to key B2B and B2C online content issues.

 Speakers include:

Paul Archer // Project Founder // Duel
Duel is an automated platform that captures user generated content (UGC), using a combination of AI and crowd sourcing. That enables people who run a digital audience to give something back.

You’re getting your audience to do your work for you. It’s also about understanding what they like, what makes them laugh. Every person who takes part or uploads a photo has got to give back something, they’ve got to vote on someone else’s content.

Competitions can be used to incentivise the audience, a form of content in its own right. It might be over who’s got the best photo on their phone – a holiday photo perhaps, or a celebrity.

UGC is becoming huge in b2c, and especially in fashion. Most brands get around half their social media content as UGC, although some say it’s as much as 95%. It’s free, it’s incredibly authentic and makes your brand look cool!

Maddy Cooper // Founding Partner and CCO // Brilliant Noise 
We help companies with content operations and creative social media production. There’s also a big people and culture side to do with digital transformation.

Businesses spent more than 30% of marketing budget on content last year, mostly on producing it. Every department wants something to go viral. But they focus more on ‘what’ is created rather than ‘why’, and how it will be interesting for customers.

Getting customer experience, brand, marketing, and merchandising teams all working together means content can be planned across the whole customer decision journey.

Brands that get it right are the ones that are more playful and light hearted. Short pieces lasting just a few seconds feel more appropriate, providing something of interest in a non-intrusive way.

Holly Clarke // EMEA Marketing Manager // Airbnb
People love sharing content about Airbnb, so we have a wealth of UGC. That’s the main driver on Instagram, because people are creating great content there, while we use Twitter mainly for business news and Facebook for lifestyle editorial.

Our distributed creative model means anything we do locally needs to be relevant globally. In travel, people want to know what’s going on around the world. We can create content from Japan that’s relevant to an English market.

We first built our inbound response team, because to do well on social there’s no point talking without listening. But we also respond to content: ‘hey look at this awesome photo, looks like you’re having a great time.’

Content supports our marketing strategy. This year, in addition to hosts and homes we’re also talking about neighbourhoods. If content isn’t about any of those it’s not speaking to what we’re trying to communicate.