Social Media Unplugged Conference Event Recap by Lisa Dalla Vecchia
Saturday July 7th…a gorgeous sunny day in Vancouver…the first in a long-time. While most people were planning a day at the beach or kayaking in Deep Cove, social media enthusiasts, myself included, gathered at the SFU Segal Graduate School of Business for the SM Unplugged Conference. This one-day case study-based conference had top marketers from Tribal DDB Canada, Massive Media, Atimi Software, Overinteractive Media, Analytic Design Group, and Unbounce Marketing Solutions share insights into successful real world social media and mobile marketing strategies.
I wanted to share with you takeaways from two presentations in particular; those of Kumiko Ide’s (Tribal DDB) and Lindsay Smith (Massive Media). Some may seem obvious, but I think that in today’s constantly and rapidly changing world of social, reminders are always nice…and helpful.
From Kumiko’s presentation on “The Evolving Retail Landscape”:
Set your objectives. What do you want to accomplish? Is what you want to do adding value?
- Align your offline and online marketing goals and incorporate social.
- Do your research and start small. Don’t feel overwhelmed by the need to be everywhere all at once (even if so-and-so is). Add things one at a time—that’s what Flixster did.
- Determine where your audience is. If they’re primarily smart phone users, don’t spend so much time developing a website versus a fully functional app.
- Engage and train your staff…your ambassadors. This is especially important if you have a physical retail location.
- Enable and encourage customer advocacy. Don’t penalize someone for sharing your product info on Pinterest. Social has changed the rules. Your customers are reaching an audience that you don’t have direct access to.
- Consider paying a set fee to an agency or boutique firm for access to all social tools versus buying them individually on your own. The former should cost less.
From Lindsay’s presentation on “The Impact of Google+ on Business”:
- 80% of consumers look to an authority, celebrity, or social source for recommendations before making a purchase.
- Facebook is the social network where you connect with friends and family but really, only get information that comes to you through your social feed.
- Facebook looks at three components to determine what shows up on your news feed:
- Affinity. How close are you with the person that is posting news? This is judged by how engaged you are with that person through wall posts, likes, etc.
- Weight. Facebook looks at the content being posted and prefers posts with photos and videos
- Recency. No explanation needed here.
- Google+ is not Facebook and Google didn’t design Google+ to replace or be Facebook.
- Google has perfected the way we find information online and wanted to use its search criteria to create an information network, Google+.
- Google+ is all about curation and knowledge sharing. Google+ has made it really easy to build connections with people based on common interests (niche groups)…globally.
- Engage with the +1 button*! Make it a part of your marketing strategy. Make sure it’s on your website (helps with page rankings). Use the +1 site to recommend a site either while directly on the site or from the Google search results page. If you recommend a site, those in your Google+ social circles will see this.
*You can only use the +1 button if you have a Google account.
This conference covered a lot of material, but at the end of the day, I think attendees felt more comfortable knowing that there will always be something new when it comes to social and that feeling overwhelmed is the norm. For those who didn’t attend…take action, jump in, and have some fun. Maybe we’ll see you next year!
Until next time!