Duration: 23:29
PART 1 — Analytical Summary 🚀
Context 💼
The talk “How to win in the new social media landscape” is delivered by Jasper Dogs, founder of social agency 12 The Man and lecturer at KdG University College in Antwerp, speaking at Odoo Experience. He uses the story of Ben (Gymshark’s founder) to frame how small, passionate creators grew into billion-dollar brands by building in public, leaning into community, and mastering short-form content. The core message: social platforms have shifted from friend graphs to interest graphs, and winning now requires “more social, less media.”
Core ideas & innovations 🧠
Jasper argues that the biggest barrier between brands and audiences is the “wall of I don’t care.” The way through is a creative source that humanizes the message: founder-led storytelling, user-related content, influencers, podcasts, and behind-the-scenes narratives. He positions founder-led marketing as a strategic edge—people connect with people, founders can tell the most authentic story, and they can ship content fast without heavy approvals. He cites Gymshark as a blueprint: early adoption of influencer seeding, relentless short video, and community-first content. He also analyzes the industry shift to interest-based media (e.g., TikTok, Instagram, LinkedIn) where algorithms reward relevance and quality, not just follower counts—so a new account with great content can outperform legacy pages.
To fit the feed, brands must recognize that their real competition is not other brands but every other creator in the scroll. Jasper recommends thinking in cohorts—not just demographics—crafting content flavors aligned to interests like gaming, fitness, or festivals to earn algorithmic distribution. His Burger King Belgium example shows how cohort-aware posts (e.g., festival recovery with BK) gain relevance and reach. He stresses deep customer insight via participation in the community—join Reddit threads, Facebook groups, and search behaviors to uncover real needs and vernacular. Jasper even sparked a Reddit debate (“Burger King is overrated”) to harvest unfiltered sentiment and product insights, replicating expensive research with organic community input.
Impact & takeaways ⚙️
The new playbook favors smaller, faster teams that can act founder-first, community-first, and short-video-first. Short-form video is mandatory across platforms—for organic and ads—because it concentrates people, story, speed, and distribution mechanics in one format. The KPI shift is from followers to attention: views, watch time, and engagement. Brands that embrace building in public, deploy cohort content, and mine communities for qualitative insight can outcompete bigger players bogged down by process. In short: humanize your message, fit the feed, and ship fast. 💬
PART 2 — Viewpoint: Odoo Perspective
Disclaimer: AI-generated creative perspective inspired by Odoo's vision.
As platforms move from social graphs to interest graphs, the winners will be the companies that simplify storytelling and close the loop between creation, publishing, and feedback. I love the emphasis on founder-led marketing—speed and authenticity beat bureaucracy. It’s exactly why we built tools that remove friction so small teams can act like big ones.
With Odoo, we want a founder to record a short video, publish everywhere with one click via Odoo Social, see real engagement flow into CRM, and automate nurturing with Odoo Marketing Automation—all in one integrated system. Community has always been our compass; when you shorten the distance between your story and your users, you learn faster and build better. Simplicity scales.
PART 3 — Viewpoint: Competitors (SAP / Microsoft / Others)
Disclaimer: AI-generated fictional commentary. Not an official corporate statement.
The guidance here—embrace founder-led narratives, interest-based targeting, and short video—is spot on for attention markets. At enterprise scale, however, content velocity must coexist with governance: approvals, auditability, brand safety, and compliance (privacy, retention, accessibility). The challenge is balancing authenticity with controls that large organizations require across regions and regulated industries.
Odoo’s integrated UX is compelling for SMBs and mid-market firms seeking speed. At the upper end, the benchmark remains end-to-end orchestration and measurable impact: tying social engagement to pipeline, revenue, and lifecycle metrics across ERP/CRM, with enterprise-grade identity, data governance, and security. The UX race is real—but depth in compliance, scalability, and global operations will continue to differentiate platforms.
PART 4 — Blog Footer Disclaimer
Disclaimer: This article contains AI-generated summaries and fictionalized commentaries for illustrative purposes. Viewpoints labeled as "Odoo Perspective" or "Competitors" are simulated and do not represent any real statements or positions. All product names and trademarks belong to their respective owners.