April 2012

  1. This past week, I attended the 2-day Social Media World Forum Europe conference. It was absolutely impossible to attend every relevant and interesting session across the two days. Try as I might, I missed some of the highlights from the conference but captured some great sound bites on Social Business strategy and community management from the Social Business and Social Media Marketing tracks on Day 2. Tweeting from my own account (@jacqui_flemimg) and @TweetLevel, here are my “notes” from Olympia from day 2.

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  3. Before we get into the day’s session, I have to share the #BuzzBear from Meltwater. How cute?! He is now hanging out with an Intel space man on my desk… riding a camel. 
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    Just had a lovely chat with @DanPurvis from @mBuzzUK at #SMWF and he’s handed me a #BuzzBear… how cute!
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  6. I spent much of day 2 in the Social Business track. This isn’t particularly relevant to my work with @TweetLevel, but is more of a personal interest of mine (and the topic of my husband’s Masters’ dissertation). I took A LOT of notes on Wednesday, so here are just some of the highlights. 
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    ‘Creating a social business’ panel at #SMWF #SocialBiz talking about the journey from social media strategy to social biz strategy. Yes!
  8. There’s me on the left at the ‘Creating a social business’ panel with Kyle Thorne (Social Media Relationships Manager, Virgin Atlantic), Peter Parkes (Head of Social Media, EMEA, Expedia), Karina Buch (COO, Crowdengineering), Pieter van Nuenen (Director of Corporate Communications, NXP Semiconductors) and
    Ben Padley (Global Digital Engagement Director, Barclaycard). 
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    #SMWF #SocialBiz @BenPadley ‘s biggest piece of advice “Get everyone much closer to it” with content creation and executive buy-in.
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    Rules of engagement for #socialbiz? No – empowering employees needs training and coaching, not command and control “rules”. #smwf
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    Great sound bites coming out of #SMWF Day 2. I’m at the #SocialBiz track today, follow #SMWF for snippets on brand measurement & mobile.
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    Biggest mistakes in #SocialBiz? “Endless debate in social ownership” says Kyle Thorne @VirginAtlantic >> Completely agree.
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    #SMWF @peterparkes, It’s easy to think #SocialBiz is about Policy (HR), Process (Mkting/ PR) and Platforms (Geeks)… Don’t forget PEOPLE.
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    Asked #SocialBiz panel about social support. @VirginAtlantic aims to make it part of cust experience, @BenPadley humanising responses #smwf
  16. I think it is important to note here that I’ve omitted some notes I took in relation to Kyle’s answer about social support at Virgin Atlantic. Kyle and I continued the conversation after the session and I don’t think he meant what he said about “queue jumping” to come across quite as it did.
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    Couple of great questions about how to engage with C-suite #digitalmuppets. @BenPadley brought teens in for reverse mentoring. #smwf
  18. I’ve heard that Edelman (my employer) has done reverse mentoring as well – what a great idea!
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    Next #SocialBiz panel, internal communications & employee engagement. @j_flem would love this! (I’ll take notes for you) #smwf
  20. (@j-flem: Here are the notes)
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    I have yet to hear anyone at #smwf #SocialBiz mention ’empowering’ employees. It’s not all just about education and support. Not top-down.
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    Education, support, process. These are all words reflecting command and control biz culture, #SocialBiz is about letting go, I think. #smwf
  23. Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business is a great book by Josh Bernoff and Ted Schadler that I would urge anyone interested in Social Business to read. 
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    I think this is what @andreasmav1 from Aviva is trying to say… #SocialBiz is a learning exercise & sharing internally is important. #smwf
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    Aviva’s @adreasmav1 talking up importance of conversational tone/ style in comms, driven internally by younger employees #SocialBiz #smwf
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    Panel agreeing that #SocialBiz internal collaboration is not ‘Facebook for the enterprise.’ When have you uploaded a doc to Facebook? #smwf
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    #SMWF @abarendrecht @ApacheCorp does not do ROI analysis on their social investments because #socbiz just makes sense [to mgt/the org] #sm
  29. Now I must admit that I almost didn’t stay for enterprise social media case study presented by Jennifer Dixon (Head of Internal Communication) and Nick Crawford (Social Media Strategist) at BUPA, and that would have been a huge mistake! What a great and inspirational case study. One of the most important points I took away from this session; by slowly engaging top executives in internal social media, BUPA were able to earn buy-in for their external social media strategies and influence cultural change within the business. 

    I am not sure Nick Crawford meant to say this in so many words — and it does contradict the core message of Jenny’s presentation — but this is too funny not to share:
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    BUPA’s @nick_crawford presenting a #SocialBiz case study: “This is coming from the CEO, so you might not want to get in our way”. #smwf LOL
  31. BUPA Live is the internal social network/ collaboration tool BUPA brought in to replace their ageing Intranet. Here are some sound bites from @Jennidixon on the project: 
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    “I sent [MD] to go talk to his kids about Facebook” – BUPA’s @jennydixon on getting her MD comfortable with blogging #SocialBiz #smwf
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    Internal communication tools/ strategies help execs appreciate how external social strategies work/ meet biz needs. #SocialBiz #smwf
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  36. How did you get BUPA’s top execs comfortable with writing a blog for the first time?
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    Coaching, not rewriting and not ghost writing. Write as you speak or video blog. @jennidixon ‘s tips for how to get execs onboard. #smwf
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    How did BUPA choose @jivesoftware? Long list of requirements, outcomes, Gartner/ Forrester research and a 6-month pilot. #SocialBiz #smwf
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    Employees who use internal social network are demonstrably more productive and satisfied with work, says Bupa. #SMWF
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    How to justify budget for internal network tool? Link it to business outcomes. @jennidixon gave 30 execs back time, ROI. #SocialBiz #smwf
  42. So the next panel session was not my favourite, sorry. Nick Stringer (Director of Regulatory Affairs, IAB UK), Andrew Gerrad (Head of Social Business,Like Minds), James Firth (CEO, Open Digital Policy Org), Guy Stephens (Strategy Consultant, Capgemini & Chair of the Social Media Governance Forum) debated social media governance. The panel was supposed to address the importance of governance in developing a successful strategy for social media, however they talked more about governance and less about actual strategy. Here are a couple of sound bites:
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    How do you prevent yourself from over governing/ under governing? Great Qu to #SocialBiz #smwf panel. Important to get the balance right.
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    “If you get the philosophy right the plumbing will follow.” Great quote from #SocialBiz #smwf audience. Bit oversimplified, but good idea!!
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    Who owns the Twitter account? The company or the person? We need more than 10 minutes to debate this! #SocialBiz #smwf Depends on brand?
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    @JimAnning Like it. Most companies are struggling with the philosophy and over complicating it. Sometimes you just have to get stuck in.
  47. Next, I attended a fabulous afternoon keynote on the ‘Socialisation of Business’ by Joshua Graff (Marekting Solutions Director EMEA, LinkedIn). Disclaimer: LinkedIn is a client. 
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    #SocialBiz requires business culture that is open to feedback and open to customers… Social media is not about control. @joshgraff #smwf
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    . @joshgraff @LinkedInUK now showing a video case study about how HP PSG uses the platform. (Client, DM for case study!) #SocialBiz #smwf
  51. Here is the case study video shown during the keynote:
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    HP LinkedIn case study.mov
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    “You don’t want your Saturday night to meet your Monday morning, it can get messy.” @JoshGraff on why context matters. #SocialBiz #smwf
  54. I’m going to stop there with notes on the Social Business track. It was a great track with some pretty good speakers and a packed audience. The best thing about the Social Business track, no doubt:
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    Best thing about the Social Business track has definitely been the Chair. Bit of a Clive Anderson with hair. #Smwf
  56. Finally, I’d like to leave you with some of my favourite sound bites and insights from day 2 – these are from Social Media marketing and Social Biz tracks:

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    “Culture eats strategy for breakfast.” #SocialBiz #smwf Worth tweeting @thomaspower but what’s for lunch? Platform tech, metrics, people?
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    Pinterest works great in a B2B channel, you have to be creative and think about the medium before creating content #buttloadoftraffic #smwf
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    Reach out to your audience, don’t expect them to come // #SMWF Strategies on developing online communities
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    “It’s not about klout. It’s about their social capital. It’s about their social influence.” #socialcrm @SocialMediaWF #SMWF
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    Blogs/ posts that don’t “go up at the end” don’t get engagement — no call to action! Great point from the #SMWF panel moderator.
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    “Don’t be afraid of being niche. If you have scientists, let them be scientists.. don’t try to be 2 things at once.” @nickreynoldsatw #SMWF
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    @ScottMonty says: consumers trust less, peer recommendation key when we buy big-ticket items. Interesting pres by #Ford. #SMWF
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    LEGO at #SMWF: “Time to penis” is how long it takes before somebody comes up with something obscene with new LEGOs.
  65. That’s all folks!
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  1. This past week, I attended the 2-day Social Media World Forum Europe conference. It was absolutely impossible to attend every relevant and interesting session across the two days. Try as I might, I missed some of the highlights from the conference but captured some great sound bites on influence and measurement from the Social Media Marketing track on Day 1 and the Social Business track on Day 2. Tweeting from my own account (@jacqui_flemimg) and @TweetLevel, here are my “notes” from Olympia from Day 1.
  2. Chris Brogan, of Human Business Works, kicked-off Day 1 and I must admit I was a little gutted I missed this as it turns out he is regarded as a social media rock star who says stuff like this:
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    ‘We don’t make trends, they just happen’ @chrisbrogan #smwf
  4. The first session I attended was a panel discussion on the evolution of conversation. The panel lacked a solid narrative, but I was impressed with Benjamin Ellis (blogger/author), Delphine Remy-Boutang (WW Social Media Director, IBM Software Group) and Kerry Bridge (Social Media Manager, Global MB , Dell) and their insights on conversation and social media strategy. 
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    Listening to @DelphineRB and @KerryatDell on ‘the evolution of the conversation’ panel at #smwf currently on the role of internal training
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    .@DelphineRB: A tweet only last 8 seconds. We have to convert that conversation into a transaction’ for sticky marketing.
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    An old saying, but still very true: “Think global but act locally.” @DelphineRB on global strategies, and use best practice #smwf
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    Social media is becoming “less about platforms, more about how companies adapt internally” and organisesays, @benjaminellis #smwf
  10. Benjamin brought up a very good point here — social media isn’t just about platforms and “engagement” but rather how a business adapts to the era of the social customer. This supports the idea that most brands are looking at social media and influence backwards, replying on scores and fan numbers rather than business goals and objectives. More on that later.
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    Qu. to the panel, will visual content change anything? Simplicity, agility, stay true to tone of voice, curation… #smwf
  12. The raging popularity of visual content is really no different when it comes to strategies for bringing relevant content to communities. This point was emphasised by Delphine who felt that it was most important for brands to say true to their established tone of voice through visual elements. 

    Instagram, Pintrest… What does the panel think will be the killer technology for 2012 for social media marketing? A lacklustre question, but it yielded perhaps the best quote and tip of the two days:
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    “Who has studied storytelling…?! The killer tech for 2012 is storytelling” @benjaminellis #smwf Find the story >> best tip yet today
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  15. Second panel of the day now on Social media engagement measurement and metrics with Allister Frost (Head of Digital Marketing Strategy, Microsoft), Reggie Bradford (CEO, Vitrue), Jonathan Bean (COO, Mynewsdesk) and Patrick Salyer (CEO, Gigya); there were just a few too many vendors on this panel for my taste. The panel skirted around the role of business objectives in social media measurement, perhaps due to the fact that the vendors wanted to talk about real-time analytics and data science? 
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    Social media engagement measurement and metrics panel now at #smwf; what are the killer metrics? KPI – how about business objectives?
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    CMO dashboard is becoming more important for the industry… Err, not just CMO function, #socialbiz is everyone’s responsibility, no? #smwf
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    “What do you do with that data and how do you execute against that?” very relevant point at #smwf by measurement panel
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    Human beings want to engage with other human beings… real engagement is about listening & responding no matter the channel. #smwf
  20. Fair enough, but how do you measure “real engagement” and what do you measure? How do you engage with “hyper social customers” and translate this into sales/ ROI? 
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    “Not sure I buy into hyper social customers” driving sharing says @AllisterF, it’s about the useful value exchange, if not we reject #smwf
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    Measurement and metrics #smwf panel talking about SEO, search, ROI and optimised websites. Still no mention of business objective metrics.
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    ‘Behavioural modelling with real rigger and science is the future’ of social media ROI, says @AllisterF #smwf
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    Is engagement is the thing we should be measuring? Should we be looking at biz objectives to drive metrics? Great ?@vikkichowney #smwf
  25. Finally, eConsultancy’s Vikki Chowney asked the killer question! Business objectives are as unique as your business and should drive metrics and KPIs, said Allister, however we still need to look at engagement metrics, though he agreed we need to move beyond this. Some wise advice:
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    From @AllisterF “As unique as your business. We should be measuring engagement metrics… but we need to move beyond this.” #smwf
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    .@AllisterF urges us to ‘step away from the screens and use this data in a way that will make our business stronger.’ #smwf #smmeasure
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    . @allisterf says DO measure engagement, it’s easy, but real value is when you get business people to apply econometric data modelling #smwf
  29. Given that we are in an age where every company is a media company, I find it interesting that #SMWF Europe invited a publishing company to present a case study on measurement, but I can’t fault Cathy’s presentation. She was perhaps one of the best speakers of the two days. 
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    Next up in the engagement and measurement session, a case study from @cathyma from IPC Media #smwf
  31. Here is a link to Cathy’s slides:
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    @cathyma #SMWF Social strategy and measuring success presentation slides dl.dropbox.com/u/67488/IPC…
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    The holy grail of social media success… how does your business make money? Business objectives, user needs, tech drives everything. #smwf
  34. Yes! Now we are getting somewhere. Start at the beginning – what do you want to achieve?
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    Three core metrics from @CathyMa, acquisition, retention and monetisation. Very basic, but core before you begin the tracking journey #smwf
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    #SMWF love it, keep in mind: ” Not everything that can be counted counts, & not everything that counts can be counted” Einstein #socialmedia
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    IPC connect social brand experiences with their print publications (product). #smwf
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    Final points from @CathyMa, IPC; getting the right people is a starting point. Tools like #TweetLevel help w/ metrics 😉 #smwf
  39. This is a VERY important point from Cathy and a cheeky plug from me. Altimeter’s recent report on The Rise of Digital Influence dives into this further. I strongly recommend ; -) 
  40. After a networking break (read: quick snooze in one of the event’s FatBoy beanbag chairs) Twitter’s 
    Bruce Daisley (UK Sales Director) took to the stage for the afternoon keynote. I believe it’s fair to say that we were all expecting something a little different from the keynote. 
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    #SMWF Afternoon keynote now from @brucedaisley, UK sales director at Twitter.
  42. The view from the back of the room…
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    “When we talk about Twitter at Twitter, we talk about it as an information network, not a social network.” @brucedaisley #smwf
  45. (This comment sparked an uproar on Twitter.)
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    2/5 of people on Twitter don’t tweet. @brucedaisley #smwf
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    .@brucedaisley Hashtags are the new URL, the glue holding the community and information together. #smwf
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    People are interested in some sort of reciprocation online. @brucedaisley #smwf If you can’t give something free, offer something of value.
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    Twitter’s @brucedaisley showing paid for and earned media via Twitter and ROI. Twitter is just one channel, not used in isolation?! #smwf
  51. I mentioned earlier that the audience seemed to expect something a little different from Bruce Daisley. Speaking with those sitting around me (and on Twitter) there was a palatable sense his keynote was bit too “salesy” and that he was preaching to the choir. 
  52. The final session in ‘Engagement and Measurement’ included Lee Griffin (Commercial Director, TBG Digital), Dr Simone Kurtzke (Social Media Manager, Visitscotland), Henry Juszkiewicz (Chairman and CEO, Gibson Guitar Corporation) and Azeem Azhar (CEO, Peer Index) talking about monitoring and measurement. It would be impossible to sum up this panel discussion… it was very odd. The two practitioners, Henry and Simone, appeared to agree that it is impossible to pay attention to all social media data, but you do the best you can. Lee and Azeem meanwhile had their own agenda. 
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    Monitoring and measurement panel now discussing the value of data and insights to inform strategy and spend #smwf
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    “Not all data is equal, you can ignore some stuff… It’s important to evaluate qualitative data” and insight. @socialscotland #smwf
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    Gibson Guitar’s @heneryej explains that data is bad and confusing, screen out data and get to the meat of things, that one idea! #smwf
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    #smwf @henryej “social media for Gibson is about long term engagement, so we monitor that, not more”
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    Crunching data in a sensible way is about looking for the signal in the noise says Lee Griffin, TBG Digital (via the data geek) #smwf
  58. So I think we’ll leave it there for day 1. To be continued… (on day 2, that is).