The McCann Summer Intern Discovery Session: with Gemma Craven

The McCann Summer Intern Discovery Session: with Gemma Craven

The world of social media can seem daunting at first glance. What trends are most relevant for marketers to follow? What platforms are most effective? What’s next? Gemma Craven, head of social and mobile, shared some answers with McCann’s summer interns in a Discovery Session.

Gemma first tackled the “State of Social Today,” providing insight into the most current and popular social media platforms and features on the rise. For example, Pinterest’s new visual search feature and Twitter’s new livestreaming deals with companies like LiveNation are changing the way we look at communicating. Social media influencers are now trusted more than celebrities, and emojis serve as a global visual language.

The conversation then moved to figuring out: “What Makes Good Social?” Gemma stated that social with purpose is her definition of effective social media. A movement that has meaning behind it and fully embodies the brand is the most engaging for consumers. 

Gemma also presented sections entitled, “The Snapchat Effect” and “The Shift to a Camera 1st World.” In her opinion, Snapchat always tends to be ahead of the game and hit a “pot of gold” after integrating advertising into filters. The app is so effective because it requires little attention, is 100% social, and provides users more choice. Snapchat has made the camera the main focus of any smartphone, and this phenomenon is quickly influencing other platforms’ layouts, like Instagram and Facebook.

While avid users of social media, this was a new level of detail for the audience of interns and a valuable look into how these realities are shaping the future of social media.

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