Well, it was my first poll on Linkedin so maybe I didn’t promote it well enough (proves I don’t yet know it all!) But even in a tiny sample group I think it throws up some interesting feedback.
If you attended, what do you think?
Some further insight from Social Media World Forum, last week. This for me was the pick of the sessions I attended. As Paul Szomszor from Citigate took to the stage to discuss how Brandwatch was used to impact their TalkTalk work, news was breaking outside SMWF that cloud CRM Salesforce.com had acquired the social media monitoring platform Radian 6 for $326m.
A massive deal, this illustrates the importance of social media monitoring in relation to online influence and reputation. Paul went on to discuss how reputation online boils down to working out what is noise, what is a flagged/interested mention, and the most important, the key mentions – which are graded positive, negative and neutral.
Paul offered a great soundbite ‘Social media is a tool, not a solution. It needs people to make it work’. I can see this on tshirts, mugs, pens and mousemats!
In all seriousness though, there is a relevance in trying to ascertain how engaged people are with your brand and much was made of sentiment tracking, an increasingly ‘in vogue’ phrase used to describe how positively or negatively you or your brand are being talked about.
Having a grasp of this means you can keep on top of discussions, conversations and if necessary influence them to ensure they are as positive as possible. There are basic and expensive tools that can provide the data, but it is far from automated and does ultimately fall to you as the brand custodian to use the information in a constructive way.
Monitoring social media
Paul talked about BrandWatch, which at around £100 a month per keyword can start to get expensive for brand owners. BrandWatch gathers, cleans, analyses and presents data, drawing information from a range of online sources to give a complete picture of when a brand, person, company (any keyword searched) is mentioned. If you’re interested, check out a demo.
I’m more interested in some of the free to use platforms which can still help paint a picture and give you a more accessible and cost-free entry point to social media monitoring.
1. Social Mention As the name suggests, it is a free to use real time search engine which pulls together information and references from lots of place including blogs, Twitter, bookmarking sites, events, video sites and social networks. I ran a search for ‘marketingassassin’ and it has proved illuminating. I think the sentiment tracking is a little eskewed as there is no apparent reason for it based on the list below, but it is useful in displaying all references in one view.
2. Topsy Another quick and simple ‘mention’ based search engine which can be integrated with Twitter and Facebook. Shows a public trending timeline and tailored searches across the social web.
3. Board Reader An interesting search engine covering forums, boards and groups. It picks up lots of content discussed on Linkedin and other platforms, and searches can be split across a number of categories. Of most interest to business marketers, I think, is the press release search.
4. Twitter Search – an often overlooked, and distinct, search facility. Avoid at your peril, it offers better results than the search function within Twitter itself.
This is the final in a four part set of posts inspired by sessions at Social Media World Forum, London. Read part one giving an overview, part two about the ASA and the CAP Code revisions affecting online marketing, and read part three about some recent social media start ups.
Social media startups trying to launch new platforms aren’t just based in San Francisco, they are springing up in the UK too. Four social media startups got the opportunity to introduce themselves to the Social Media hub at SMWF, explain what they were about, what they were trying to achieve and then take questions from the floor.
Planely – Founder Nick Martin positioned his new social network which works on the assumption of making travel more interesting. Planely links ‘strangers’ thrown together with similar travel itineraries to create more stimulating and rewarding trips.
Datasift – Darren Patterson, CEO of MediaSift, the company behind the near-ubiquitous Tweetmeme which makes the sharing of internet content via Twitter much easier – announced Datasift alpha which will offer real-time social media data mining.
Likeourselves – Pardeep Kullar claimed Likeourselves brings together the online community essence of Meetup with the offline world, driving worldwide meet ups amongst likeminded people with a single broadcast message.
Memolane – Founder Eric Lagier presented a platform which pulls together all social media content into one linear, chronological package, giving greater transparency to your wide digital footprint.
To me, there are opportunities and issues with them all, but I do commend each entrepreneur for having the guts to go out on a limb. There is a great risk in this space that a small player will generate an interest in something on a shoestring budget and then be overtaken by a bigger player (like a Facebook) who inevitably has more resource.
By and large, conceiving a new social media tool, is a fraught process, with no guarantee of profit. The best, it seems, entrepreneurs can hope for is investment based on a working prototype, a merger or an acquisition.
The critical point to get to is prototype. You need to get to the point that it can be tested and assessed by your target audience for validity, relevance, attractiveness and durability. And in order for it to scale, API development and linkage with the platforms already being used is key.
Much like the development of apps, AR and other trailblazing technology, it sounds great but I think I’m going to leave it to someone else!
Image: Will O’Brien
The ASA rules in disputes about whether a marketing campaign or activity is legal, decent, truthful and honest. Recently this remit extended online.
From a cynical perspective, does The ASA limit creativity in protecting consumers? Does this actually just create an open season where competing companies simply complain about each others claims to try and gain a moral advantage in the marketplace?
It seems that Facebook and Twitter are going to be prioritised simply because of their meteoric rise in a few years and due to the sheer numbers of users and increasing number of brands using them for promotional purposes.
But The ASA is clear that it is not interested in policing spontaneous customer interaction, engagement and customer service. Rather, it is in two areas: claims being made, and the use of user-generated content by marketers.
The ASA deal with many false claim cases, ranging from the unavailability of goods despite being advertised as such to specific product benefits that may be implied but can not be proven.
Brands have to be mindful of using user-generated content. Ministry of Sound fell foul of this when younger clubbers posted photos of themselves attending clubnights holding alcoholic drinks which gave the illusion of under-age drinking. Rules affect food claims, pharmaceuticals and other areas too.
Sponsorships and endorsements on social media also need to be clearly labelled, with a case involving Rolls Royce cited as a warning. Rolls Royce used a number of celebrities including the model Daisy Lowe as Twitter ambassadors for the brand.
The ASA argued it wasn’t citing creativity and reminded the audience that the advertising industry had asked for greater clarity to ensure a level playing field.
What do you think?
The conference was well promoted pre-event with a well stocked website, blog, Twitter account, and event hash tag #SMWF. In lieu of this, and because it was a self funded trip, I opted for the free entry to the exhibition and Social Media Hub. This, I assumed, would ensure a day of packed presentations and takeaway tips from interesting speakers getting to the heart of social media matters.
I attended day two after falling to grasp from the website that b2b and sme featured on day one (doh!) With a paid stream (£395 for two days), it was to be expected that the calibre of the speakers and the brand case studies in the hub would not be as strong.
That said, save a few insights (more later), the sessions comprising day two of the Social Media Hub were a let down for a number of reasons. I’ll come to in a moment.
First some positives:
1. SMWF used the right digital channels to promote the show and engage the audience attending and online.
2. The conference delivered big brand, keynote speakers for the paying delegates.
3. The floor design provided lots of space and opportunity for networking – the Networking Bar and Social Hub were well designed.
4. There were some great opportunities to face to face network with a number of Twitter contacts that I’ve now met!
1. I missed the Social Media Hub agenda before booking my day there. It was tucked away on the main program page – which non paying members wouldn’t click to. Had I known that the Social Media Hub had been focusing on b2b and sme on day one, that’s the day I would have attended.
2. Whilst in the main attractive and informal, I think the open aspect of the Social Hub, with its ‘drop in, drop out arrangement’ meant that the engagement of the audience at any one time was fairly low. The moderator had a tough job and in the end resorted to putting a microphone in people’s faces.
3. I echoed the same criticisms about overly promotional presentations at TFM&A in early March where exhibitors talked about their own products a little too much. That’s what exhibition stands, demo’s and sales people are for. When I attend a conference, I really want actionable, usable information I can take back and try in my business.
4. I sensed an audience in the hub that was aware of social media but practically naive when it comes to planning, selection of tools and execution. This was evidenced by a small show of hands to questions like who uses facebook, linkedin, twitter, quora, youtube (less hands with every social platform named). Despite this, the same social media cliches were trotted out.
5. A potentially fantastic session titled ‘social media planning’ degenerated into an issues/concerns people have about using Facebook, Twitter and YouTube. THESE ARE NOT THE ONLY SOCIAL MEDIA TOOLS THAT ARE AVAILABLE TO YOU! Surprisingly, the audience voted that of the three, YouTube posed the most challenges, not Facebook which is inherently personal and barred from a good number of businesses during the working day.
Maybe, I missed the good b2b stuff on day one. If so, that’s my own fault. Or maybe its because I have a passion for supporting businesses that supply other businesses use the right tools, use them well and see some tangible results. Maybe its because I see mainstream nuts and bolts b2b (remove high tech, big brand and finance) shamefully missing from most conference programs. Or because I’ve been galvanised by recent talks that I’ve given to appreciative audiences.
Which ever way I look it, there appear to be opportunities missed at Social Media World Forum. Which makes me feel relieved I didn’t cough up the £395 that others delegates did.
Your view: Was SMWF value for money?
So, before I publish my thoughts on some of the social media hub sessions (and there were some useful insights), a Linkedin Poll question. I’m interested in value for money. If you paid to attend out of your own pocket, was it money well spent? If your company paid, ask yourself , would you have paid to attend the conference if you had to?
I’m spending Wednesday at the annual Social Media World Forum at London’s Olympia. Keep an eye on my Twitter feed on the home page of the blog, on Twitter @renepower or by following the conference hash tag #smwf if you want to stay close to the action. If you’re attending, tweet me on the day, it would be great to say hi.
I don’t really know what to expect as I haven’t been before. It seemed there were some interesting exchanges on day one today, including Brian Solis giving a keynote via Skype!
Normally, when I attend conferences I report back on the sessions, but this time around, and given the cost, I elected for the free pass getting me in to the exhibition and the Social Media Hub workshops rather than the conference streams.
I’m using it to network and for some creative ideas and am particularly interested in discussions around blogging, content marketing and social media monitoring.
Doubtless there will be more over the coming days.
Technology for Marketing and Advertising 1-2 March 2011, Earls Court, London
A great show with a fantastic keynote program including Google, Facebook, Ebay and Cisco, lots of breakout seminar programs covering topics such as direct marketing, CRM, data, email, mobile, social media, online and affiliate advertising.
With hundreds of the leading suppliers exhibiting, I’ll be attending this free event on day 2 (2 March) for my third consecutive year to keep up-to-date, make contacts and obtain inspiration.
Social Media World Forum 29-30 March 2011, Olympia, London
This is a social media specific show with a number of interesting sessions. Though the keynote programme is paid for, there are social media hubs taking place throughout the conference on the exhibition floor and these are free to delegates to attend. I should be attending this too.
Internet World 10-12 May, 2011 Earls Court
Though there is a degree of crossover between this and TFM&A, it is very well subscribed show, again with a strong branded plenary session, lots of workshops, seminars and a range of exhibitors covering digital and mobile marketing, ecommerce, social media and content management.
If I can make it, it will be day one.
TFM&A Manchester 26 May 2011, Old Trafford, Manchester
An offshoot of the main TFM&A taking place in Manchester, the agenda is still in development but as its on my doorstep it will be worth a look.
All the above are free to attend, this one will cost you.
Social Media in Manchester conference, 24 March 2011, Bridgewater Hall, Manchester
I’m joining a strong panel including representation from Asda, Code, McCann and Juice Digital to discuss the very latest trends, issues and best practice in social media. I’ll be presenting on integrating PR and social media in the b2b space. For more, click here. There are some tickets still available, with 15% discount available until 4th March.