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Social Media World Forum 2013 (SMWF) was a two-day event focused on social marketing and social media for business. This presentation is a breakdown of the event and its major discussion points, including mobile optimization, audience engagement, and social monitoring.
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by socialeddy.com
SOCIAL MEDIA WORLD FORUM
-RECAP 2013-
@SocialEddy
2/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Social Media World Forum 2013
took place at The Brewery in
London on March 18-19.
SMWF 2013 RECAP@SocialEddy
3/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Some of the hottest names in social
media were in attendance to show
off the latest technology and
brand-building strategies.
SMWF 2013 RECAP@SocialEddy
4/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Leaders from some of the world’s
biggest brands offered tips and in-
sight on audience engagement,
social commerce, brand-building,
and other hot topics in social media
today.
SMWF 2013 RECAP@SocialEddy
5/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
The conference really got in motion
with the Engagement Panel, which
focused on the most crucial ele-
ment in social media marketing: in-
teracting with social users.
SMWF 2013 RECAP@SocialEddy
6/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
“Brands have to learn to basically
let go a little bit because the brand
voice isn’t defined by you but,
especially with social engagement,
defined by your users.”
Engagement Panel moderator Paul
Papadimitriou (@papadimitriou)
highlighted the need for brands to
let customers take the lead...
SMWF 2013 RECAP@SocialEddy
7/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
...while Carl Barkey, Head of Social
Media Customer Engagement at
American Express, emphasized the
need for brand transparency:
“You want to be transparent. You want to be an open brand. It’s critically important in social that you don’t
appear defensive.”
SMWF 2013 RECAP@SocialEddy
8/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Several of the speakers discussed
the importance of knowing who
social users are and treating them
like actual people, not mindless
consumers.
SMWF 2013 RECAP@SocialEddy
9/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Prelini Udayan-Chiechi, Director of EMEA
Marketing at Lithium Technologies,
painted a picture of today's modern
customer in a presentation titled "Get
Serious About Social: Own the social
experience."
SMWF 2013 RECAP@SocialEddy
10/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
"We are living in the dawn of the mobile, social, and incredibly
empowered customer."
SMWF 2013 RECAP@SocialEddy
11/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Dominic Burch, Head of Corporate Com-
munication and Social Media for British
supermarket chain ASDA, got real about
engagement in a presentation titled
“Social for building stronger customer
relationships.”
SMWF 2013 RECAP@SocialEddy
12/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
“Social media is no different than real life. People want to engage as an equal and they
want to engage on things that are relevant to them.”
-- Dominic Burch
SMWF 2013 RECAP@SocialEddy
13/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
The Social Media Insight & Analysis
Panel focused on the importance of
monitoring in measuring success
and executing social marketing
campaigns.
SMWF 2013 RECAP@SocialEddy
14/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Cordell Lawrence explained how Jack
Daniel's analyzes data to drive cam-
paigns aimed at whiskey drinkers world-
wide:
"Essentially what we’re trying to do is enable closer and more accurate analysis of opinion, so that you
can use that to make actual decisions that will drive your campaigns, drive your strategy.
SMWF 2013 RECAP@SocialEddy
15/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
All of the brands in the Social Media In-
sight & Analysis Panel (Jack Daniel’s,
Crimson Hexagon, and Universal Music
Group International) said they use
Google Analytics to gain knowledge
about the success of their social media
efforts.
Google Analytics Rock!Are you using Google Analytics? If so, go you!
SMWF 2013 RECAP@SocialEddy
16/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Many of the speakers at the confer-
ence noted that social should not
be an end in itself but a means for
achieving brand objectives.
SMWF 2013 RECAP@SocialEddy
17/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Jim Rosenberg, Head of Online & Social
Media at the World Bank
"There's no head of photocopiers. There's no head of water coolers...Social media is just another way to do
your work."
SMWF 2013 RECAP@SocialEddy
18/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Brand leaders in the Social Content
Strategies Panel discussed the im-
portance of engaging customers via
powerful content.
SMWF 2013 RECAP@SocialEddy
19/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Jeremy Waite, Head of Social Consulting
at Adobe EMEA, reminded everyone that
great content is content that starts a
conversation:
"It’s about talking to an audience. It's about having that back-and-forth interaction."
SMWF 2013 RECAP@SocialEddy
GO MOBILEOR GO HOME.
20/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Mobile optimization was one of the
biggest points discussed at the
event. Brands that don't get mobile
will fall behind.
SMWF 2013 RECAP@SocialEddy
21/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
"Think mobile first."Marc Blinder, Director of European Operations, Adobe
SMWF 2013 RECAP@SocialEddy
CUSTOMERSBEFORE COOL.
22/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
In a presentation titled "Utilising
consumer engagement to drive
social commerce," Karlijn Vogel-
Meijer, Manager of Social Media at
KLM, stressed the importance of
putting customer needs before
overwrought campaigns:
SMWF 2013 RECAP@SocialEddy
23/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
"You can do all the cool campaigns you want, but if you don’t get the basics
straight, you’re lost.”
-- Karlijn Vogel-Meijer
SMWF 2013 RECAP@SocialEddy
24/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
Listen to your audience first and then engage
Share content that your audience wants to consume
Make each piece of content you share really count
Measure responses to help drive your strategy
Share content relevant to you and your audience
Don’t talk to your audience; engage in a conversation
Use social media tools to curate content and listen to your audience
Optimize for mobile or fall behind
Customers first; Cool campaigns second.
KEY TAKEAWAYS FROM SMWF 20131
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SMWF 2013 RECAP@SocialEddy
25/25socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy
For help with your content marketing
efforts, visit www.socialeddy.com.
SEE YOU IN 2014!
SMWF 2013 RECAP@SocialEddy