Hello again. We're going to hold a couple of interviews with Daniel Marote. First of all, thanks Daniel for being with us. My pleasure. A very busy guy who's managing partner at hydride digital agency and who just told me that in the last few months he considers himself as a customer and digital experience expert? Yes. But I'm sure that in previous years you called yourself other things. We called him because of his amazing experience in community building, social media campaigns, among other tasks. Danielle, first of all, how long have you been working with this developing agency? With this agency, nine years now. We already know. I think you have much more than enough experience. Believe it or not, we're old in the business because this is new. We were one of the first agencies to be on that vertical. Generating constructive engagement for brands in social media is not always easy because as you know, much better than I do, that noise and the inconvenient behavior is everywhere. Yeah. How do agencies like yourselves manage to make that social media environment a constructive place for conversation in the market, between users and brands, or even between brands? All kinds of interactions. How do you manage to create those rather clean spaces for interaction? The first thing that you have to do is understand the platform. Why do the users go to that platform? That's the first thing that we really need to understand. Because the big problem that we find with brands is that they only think of the platform as a channel where they can spread their word or the message that they want to spread. But it's very important to understand why people go to that platform and you have to personalize your message and the reason why you're going to be interacting with these users on that specific platform. First of all, understanding why people go to that platform, for example, people go to Facebook to share with their friends information or just hang out or talk to their friends. But they go for a different reason to Instagram where they go to get inspired and see visual things. Personal branding as well in Instagram or not really? No, there's a lot of personal branding as well, but most of the people go to get inspired because 70 percent of the users are more passive, not as proactive and then the other 30 percent is more proactive. The main goal of the platform is people consuming visual content and of course, then you have personal brands and brands on the platform. But people go there to get inspired by the visual aspect that the platform has and LinkedIn, for example, is a completely different environment where people are trying to get opportunities on the business side. People try to sell their skills as an employee or professionals trying to sell the services or companies like us trying to sell our services. It's a more commercial platform. You really need to understand first, what's the context and why people are there. What are the goals of the user to go to that platform? Then you have to behave in a proper way. On the way that the user will expect you to give some value, not to just come with your commercial or your spam message. What is happening most of the time is rightfully for the user. It's interesting because as new networks and platforms appear, for instance, in the case of Facebook, which is already been with us for like 15 years. Facebook itself changes its purpose because before when there was only Facebook, people went to Facebook to do many other things. Personal branding, meeting, possible dates or couples looking for love, looking for social life. Sure. Now as specialization arrives to the app world, Facebook is becoming a place to share things with friends. There's atomization of the market now. An agency like yours, anybody who wants to build communities as a first step of winning their minds or their hearts before selling products. Of course, the first thing is to understand the platform and the audience. I completely agree with you. Yeah, well, you've said something very important about the audience, because first the platform, but second, who are you going to deliver the message to. We have to understand that businesses today, they still segment the users as social demographic things like women and men from 20 to 60 years old, and they live in big cities and they have a mid-range income. That's not the way that we believe that you have to segment your audience today. You need to segment your audience based on interests and problems and interests behavior also. How they behave there? What are they trying to achieve? Not only going there, their lives as well but how can you help them achieve something using that platform, for example, if they want to learn something, how can you help them learn to do something in specific that you're trying to give value. For that first, you need to know your audience very well. You have to be brave and not talk to everyone on the same tone, the same way. That's one thing that is very good about social platforms that you can really segment the message that you're sending. You can send to very specific people, very specific content and you can have many different archetypes of users which you can impact. You have to build a specific storytelling and in value proposition to each of your different users. You can't do it like we used to do it on the television 20 years ago like massive. Cut all offering. Yeah. This is really specific fishing, not like massive fishing. You don't just throw your nets there on the ocean. You have to go with a cane. It's funny that you use the example of fishing that I used in another video explaining niche audiences. Fishing is a great example. Yeah. Have you identified content formats which work especially well for certain age groups, for instance? Well, let's say that right now, what is working best is video. Fully but this, I think it's very easy to understand is because it's more entertaining We live in the [inaudible] words. Yeah, and people need stimulation for the brain's, and still image is difficult, is very fast. Instruments like can scroll with the finger there going like all the time. You have to be very quick, very effective to get their attention. But when you're working with video, you could actually stop. Because now most of the platforms they auto-play the video so it catches the eye, right? Because something starts moving. You're like it moves and then you are what is this? Then you give it 2-3 seconds to decide to stay a little bit more or you just go. The first three seconds are the critical aspect of getting the user attention in video, it's for all type of ages right now. I guess there was a very obvious question because yeah, it has an amazing dominance in the market. But now the platforms are experimenting with different things. For example, with augmented reality and virtual reality or 3D effects, for example, Facebook just launched like a couple of weeks ago, a very interesting effect which you uploaded a regular photo and then they edit it and they put moving background. They leave one part of the photograph, the person, they leave it still, and then the background starts moving. It's interesting, it catches the eye, and you can interact with it, and it's more creative. Platforms are trying to find other formats but right now video, because of the full possibilities that you have, is the top one. The penetration of the smartphone 75 or 80 percent of all traffic goes through a smartphone. The preparation of video for phones is just. Vertical. Right now, we're working mainly on vertical video. Because especially with young people, right now young people are more used to watch video on a vertical format than on 16:9 format, which is the one that probably you use. Exactly. Where you used to watch it. We still do like this, we still tilt the phone. Used to be four-thirds. Yeah, it used to be four-thirds. We had to change to 16:9 and now we have to adapt again to vertical video. Because young people they're just consuming stories like three hours a day. It's all vertical so you need to start using their codes. Thanks so much, Danielle, but please don't go. We still have more to go. Okay. Of course. I want to clarify more things with you. Okay. Thank you very much people for staying with us.
