Last week, London’s Social Media Week delivered a jam-packed event calendar, steered by a diverse array of speakers, attended by brands, agencies and businesses alike. I found myself scrolling through the schedule like a kid in a sweetshop, eventually selecting six events to attend, which, by Friday left my brain frazzled but my enthusiasm magnified.
Buzzfeed’s Will Hayward gave an entertaining presentation, introducing us to the ‘age of social’ and the future of content publishing; deep connections and living in the present was the focus of Lego-leader, Lars Silberbauer’s presentation; compelling content, collaboration and native formats were discussed by panelists and video heroes YouTube and Facebook; and Social Bakers and SocialBro reigned as the benchmarking, ROI, analyst machines.
Throughout the week, we were reminded time and again how social media is a powerful, targeted and transparent communication tool, a way to make deep connections with people, and an opportunity to serve-up relevant, bold content on the platforms our audiences live on.
At the heart of Social Media Week 2014, and what it always came back to, was ‘people.’ Be Brave, Relevant and Human.
My Key Takeaways:
1. Listen and respond in real time, and with personality.
- It’s important to monitor your brand, associated keywords and competitors online, whether conversations are targeted to you or not.
- Responding in real-time could boost your bottom line, especially if you own a unique and relevant brand personality.
2. Create compelling content for where and how it’s consumed.
- Re-purposed content is not acceptable in the era of social. Content must be native and relevant to your audience.
- Intelligent insights lead to smart storytellers and creative content-makers, making targeted campaigns incredibly successful.
- Design for mobile – TV overtook radio, and now mobile has taken over TV. It is the ‘age of mobile’.
3. Measure real, relevant goals. Benchmark and take a step back to review.
- Setting real goals that mean something to your business is the route to ROI success. Clear parameters + clear objectives = clear ROI.
- It’s possible to segment and target specific audiences in a multitude of ways through social advertising – reach your audience with relevant content.
- Benchmark your social activity against other touchpoints e.g. PPC, email, as well as competitors and top performing social brands.
- Use your findings to create actionable insights.
4. You’re not expected to have all of the answers.
- Don’t worry if you don’t know it all – partner and collaborate with people who can support you.
- Think about how you can work with influencers, bloggers, partner sites and your fans.
Did you attend Social Media Week in your country? What were your key takeaways? Let us know over on Twitter @Momentumww
Sophy Vanner is a social media strategist based out of Momentum London