Hamburg is to host the next Social Media Week (SMWHH) from February 27-March 3, 2017. Experts in over 150 sessions will highlight trends such as virtual reality, rapidly spreading messaging apps and chatbots, greater use of augmented and virtual reality as well as the spread of intelligent technologies like voice detection and voice control applications. Fake news and robot journalism are also high on the agenda. The Hamburg-based Beiersdorf will give insight into trends at the company. Armei Kress-Topcu, Head of Content, will give a keynote speech on the role of content for Nivea.
Virtual reality in advertising
An integrated chatbot on its Facebook page this month gave Hamburg Airport an edge over other airports in Germany without this offer. Airport staff will highlight their experiences during a panel discussion at SMWHH. The Chamber of Commerce will also focus on the trend in a session called “Chatbots – fashion or must have”. Success factors for virtual reality in social marketing are at the centre of a session by the Initiative Media GmbH. The agency will present the results of its study and case studies on the use of smart watches and virtual reality in advertising.
Suitability of live streaming
The Macromedia University of Applied Sciences will host a session on motion sickness in relation to 360-degree videos in advertising using select research projects at Campus Hamburg. Live video streaming is the topic of a panel discussion by nextMedia.Hamburg. Experts will discuss publishing strategies, media, brands, agencies and events that users follow in live videos and the suitability of live streaming.
Rivalry between journalists and robots
A panel hosted by Norddeutschen Rundfunks (NDR) will focus on how newsrooms deal with fake news. The Medienanstalt Hamburg/Schleswig-Holstein (MA HSH) will outline the danger of fake news for public media. The Macromedia University of Applied Sciences will also focus on whether journalists risk losing their jobs to robots as more and more sports’ reports, financial analyses and property reports are being produced by machines.