OMKB Berlin Edition
OMKB LIVE ON STAGE in Berlin in November 2022
Our visit this year was the first time we attended the OMKB, and we arrived with a keen sense of anticipation, of course. For OMKB, one of the leading digital marketing platforms, the day marked a return to live stage events after a pandemic-related three-year break, and we were glad to be part of it. The conference featured three stages and between coffee and lunch breaks, we freely switched from the conference stage to the blue stage and purple stage and back again. The agenda was packed with fascinating lecture topics by renowned companies. Partners included TikTok, among others, and many talks revolved around the question how companies should proceed to become part of the TikTok community. Every day, people use the hosting service to share their mobile short-form videos with unique stories, amusing encounters and authentic experiences.
Understanding TikTok: How to Make Generation Z Love Your Brand
If you wish to engage Gen Z (the generation born between 1996 and 2010), there is no way around the TikTok platform anymore. However, running your own brand channel on TikTok comes with its own set of challenges because brand communication here can quickly turn cringeworthy. A misguided video may have an even more adverse impact on your brand image than is the case on other social media platforms. In order to keep this from happening, you need to understand Generation Z, on the one hand, and TikTok, on the other hand. One of the presenters, Marie-Josephine Ludewig, took on the challenge. What did we take home from her talk? Generation Z needs authentic brand stories, clear positioning and thereby making a difference, being inclusive, prioritising TikTok, and creating experiences. Three maxims will help you accomplish this: Be online. Be bold. Be interesting. And here is how brand communication works with Generation Z:
- Online and offline realities blend seamlessly. Both must be taken equally serious IRL.
- Personal branding: Gen Z members have mastered the power of personal branding. Brands need to set up stages.
- People behind brands: revolutionising the relationship between customer and brand. Presenting people on both sides.
The Upshot from Having Spent 300m Euros on Ads: These are the Most Effective Growth Levers!
The biggest challenge with paid social are the steadily growing costs of capturing new customers. In his talk, Simon Mader of the company Adbaker explained which levers you need to pull in order to counter this trend. We, for one, know what to do now: transition from hook to body to CTA.
Unleash the power of social conversation
Jolanta Baboulidis, Country Director of Twitter Germany, told us about the ways in which brands interact with events, such as the upcoming football world cup. And how they derive benefits for their business and products from it. Many spectators follow the Twitter live ticker feed of sports events parallel to watching their real-time broadcast. There is plenty of opportunity for brands to get involved in this lively exchange. What were the takeaways from this talk? Macro-societal relevance matters. People take note of brands engaging them on Twitter. Twitter delivers.
More than just Holiday Snaps – How TUI Grooms Its Employees for the Effective Use of LinkedIn
There has been a lot of talk on the subject of corporate influencers lately. But what exactly are we talking about? At issue are brand ambassadors who represent a company in public and who communicate its values to the outside world. But what is the best way to get started, and what are the pitfalls to watch out for? Stefan Siemann of TUI shared some insights into the program that this German tour operator uses to train its staff in the effective use of social media. Referring to them as master classes, he presented all sorts of examples to show how seemingly irrelevant things were turned into amazing stories. To achieve this, TUI follows a 3-stage plan:
- 1 Senior management: one-on-one support, post drafting, optimising profiles, building networks
- 2 Local management: executive master classes, enhancing posts, optimising profiles
- 3 Staff #TUIlife: master classes, community and comparing notes, help desk hotline