{"id":19393,"date":"2015-09-21T15:07:23","date_gmt":"2015-09-21T14:07:23","guid":{"rendered":"http:\/\/blog.sotrender.com\/?p=19393"},"modified":"2017-04-11T17:01:31","modified_gmt":"2017-04-11T15:01:31","slug":"sotrender-at-social-media-week-london","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2015\/09\/sotrender-at-social-media-week-london\/","title":{"rendered":"My impressions from Social Media Week London 2015"},"content":{"rendered":"<p style=\"text-align: justify;\">I\u2019ve just returned home after 4 days at <a title=\"Learn more here!\" href=\"http:\/\/socialmediaweek.org\/london\/\" target=\"_blank\">Social Media Week London 2015<\/a>. With my head full of impressions and inspiration, I decided to write this post. A summation of my experiences, similar to what we did after <a title=\"Read about it now!\" href=\"https:\/\/www.sotrender.com\/blog\/2013\/11\/websummit-2013\/\" target=\"_blank\">Dublin Web Summit<\/a> 2 years ago. Since these were a very busy and exciting few days, I\u2019m gathering up what I\u2019ve seen and what I\u2019ve thought. I hope this will be helpful for those who have attended this year, for those who didn\u2019t, and for those who are wondering what\u2019s coming next year.<!--more--><\/p>\n<p style=\"text-align: justify;\">It was my second Social Media Week in London. I was there for the first time in 2012, when I had the pleasure to present during a special session dedicated to <a title=\"Read about it here\" href=\"https:\/\/www.sotrender.com\/blog\/2012\/10\/open-graph-app-tracking\/\" target=\"_blank\">Facebook Open Graph<\/a>. It was a great experience, and I recommend it to everybody working in social media\u00a0&#8211; the events are currently held in several cities, so you might find one at the right time and place for you to attend.<\/p>\n<h2><strong>The main topics of Social Media Week London 2015<\/strong><\/h2>\n<p style=\"text-align: justify;\">There was a very broad range of topics presented and talked about during the event. However some of them were more important than others, demonstrated by the numerous speakers on these topics:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Video, video, video!<\/strong> Videos on Facebook, YouTube, Instagram, as well as new emerging platforms like Twitter\u2019s Periscope or Meerkat. Even Twitter\u2019s Tariq Slim\u2019s\u00a0presentation was dominated by video and examples of video campaigns (see this <a title=\"Read more here!\" href=\"http:\/\/www.skyscanner.net\/press-releases\/skyscanner-goes-around-world-24-hours-periscope\" target=\"_blank\">case study on Skyscanner<\/a>). Video was also one of the primary topics during the panel about recruitment. Following alongside the development of more services and better bandwidth, as well as interest from users, video has been dominating the Internet. Both with pre-prepared ads and live streaming. Last but not least, there was also great interest coming from digital agencies, publishers, and social media platforms to get their hands on big budgets, who are inevitably being moved from TV to online channels. Of course, video opens new challenges to advertisers &#8211; e.g. the expenses of movie production and the need for different skills. Moreover, the ideal kind of video for Facebook, YouTube, and Instagram differs &#8211; one more challenge for producers.<\/li>\n<li><strong>Multichannel contact<\/strong>, when users are precisely targeted at different online places. Technologies like retargeting or custom audiences, based on one\u2019s client base e-mails, are employed here. What\u2019s more, so-called sequential storytelling takes place &#8211; the messages conveyed changes in time as the story develops. This approach looks like a mix of creativity in storytelling and the precise use of technological utilities of social networks. Hopefully, the ads we will be receiving because of this will be as funny as <a href=\"https:\/\/www.youtube.com\/watch?v=nSZtxXNjmLA\">this example<\/a>:<\/li>\n<\/ul>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/nSZtxXNjmLA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<ul style=\"text-align: justify;\">\n<li><strong>Competition for attention.<\/strong>\u00a0Not only are more and more users online, but more content is also being produced by the media, individual people, and by companies. In this world, it\u2019s quite the channel for companies to attract attention to themselves. In recent years, content marketing was a very successful strategy, including for us at <a href=\"http:\/\/www.sotrender.com\/\">Sotrender<\/a>. However, it might become more difficult now, with this growing competition. Marketers should use new ways to garner attention, be it through creativity, humour, real-time marketing, or perfect usage of a channel.<\/li>\n<li><strong>Social media analytics and social media intelligence<\/strong> &#8211; of course, <a href=\"http:\/\/www.sotrender.com\/feature\/precise-analytics-for-your-facebook-twitter-and-youtube-profiles\">it\u2019s our domain at Sotrender<\/a>, so we always pay considerable attention to it. Many sponsors and as much as 4 out of 5 exhibitors come from social media analytics territory. It\u2019s great to see such a large interest in our business &#8211; but on the other hand it gets more and more difficult to differentiate your product from the numerous social media tools on the market.<\/li>\n<\/ul>\n<div id=\"attachment_19461\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-19461\" class=\"wp-image-19461 size-full\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation.jpg\" alt=\"Sotrender Blog Social Media Week London presentation\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation.jpg 800w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation-475x356.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation-768x576.jpg 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-presentation-600x450.jpg 600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-19461\" class=\"wp-caption-text\">Glanfranco introducing the 2nd day of the event<\/p><\/div>\n<p>&nbsp;<\/p>\n<h2><strong>Interesting presentations of Social Media Week London 2015<\/strong><\/h2>\n<p style=\"text-align: justify;\">Just my picks from the long list of 117 talks, panels, and workshops:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Ogilvy\u2019s Rob Blackie\u2019s presentation entitled &#8220;Social CRM: What it is and how you can use it to grow customer value&#8221; &#8211; some parts of this presentation can be found <a href=\"http:\/\/www.ogilvydo.com\/events\/smwldn\/what-is-social-crm-and-how-can-you-use-it\/\">here<\/a>.<\/li>\n<li><a href=\"http:\/\/socialmediaweek.org\/london\/events\/consistent-brand-storytelling-multiple-device-age\/\">Consistent brand storytelling in a multiple device age<\/a> &#8211;\u00a0Interesting message about brand storytelling from Saatchi &amp; Saatchi\u2019s Tim McLoughlin, featuring excellent campaign examples.<\/li>\n<li>Havas People\u2019s panel entitled \u201c<a href=\"http:\/\/socialmediaweek.org\/london\/events\/future-hold-university-recruitment-employee-marketing\/\">What does the future hold for university, recruitment, and employee marketing?<\/a>\u201d &#8211; The actual HR world is usually late when compared to the marketing world in it\u2019s usage of social media, and it\u2019s a pity &#8211; there were many interesting insights shared during this panel.<\/li>\n<li>Ogilvy &amp; Mather\u2019s Thomas Crampton\u2019s presentation on <a href=\"http:\/\/socialmediaweek.org\/london\/events\/consumers-brands-agencies-west-can-learn-asia\/\">what consumers, brands, and agencies in the west can learn from Asia.<\/a>\u00a0New platforms are emerging due to the censorship of foreign platforms in places like China, while well known platforms are often used in new and creative ways. You can find more info on social media in Asia, especially in China, on <a href=\"http:\/\/thomascrampton.com\/\">Thomas Crampton\u2019s blog<\/a>.<\/li>\n<li>Georgina Goode\u2019s presentation <a href=\"http:\/\/socialmediaweek.org\/london\/events\/persuasion-usability-content-units-delivery\/\">of a case study of Gov.uk<\/a>, for which marketing means constant development and product improvements. This page has already won a few industry awards.<\/li>\n<li>Twitter&#8217;s keynote Tariq Slim, <a href=\"http:\/\/socialmediaweek.org\/london\/events\/phone-changing-world\/\">who demonstrated some interesting uses of video<\/a> (Periscope, Vine, GIFs, etc.) on Twitter, including the above mentioned case of Skyscanner, as well as detailing the story of the Spanish town Jun, which communicates with inhabitants on Twitter. A summary of his talk is <a href=\"http:\/\/www.brandrepublic.com\/article\/1364237\/twitters-three-cs-explains-mobile-dominating-world\">here<\/a>.<\/li>\n<li>HeyHuman\u2019s Neil Davidson on <a href=\"http:\/\/socialmediaweek.org\/london\/events\/brands-time-tinder\/\">the \u201cTinderization\u201d of relationships with brands<\/a>.\u00a0The key message was that it\u2019s not necessarily love that brands should be aiming for &#8211; best friend, friends with benefits, or a quickie is sometimes enough. The whole typology looks to me like a metaphor, with no serious data backing it (yet) &#8211; but quite an interesting one.<\/li>\n<li>General Assembly\u2019s <a href=\"http:\/\/socialmediaweek.org\/london\/events\/intro-growth-hacking\/\">Intro to growthhacking<\/a>, led by Howard Kingston. It\u2019s a very trendy approach to marketing. This presentation was quite basic, nevertheless interesting. Howard covered 4 main areas:<br \/>\n1. Product Innovation<br \/>\n2. Blue Ocean Channels<br \/>\n3. OPN\u2019s<br \/>\n4. Funnel Optimisation<\/li>\n<li>Christie Fidura, from The Perfect Circle, on <a href=\"http:\/\/www.slideshare.net\/cfidurauk\/smwldn-why-your-social-media-manager-should-not-be-your-community-manager\">the differences between jobs of community managers and social media managers<\/a>.<\/li>\n<\/ul>\n<div class=\"shortcode trial\"><h4><span>Boost your social media performance with Sotrender<\/span><a title=\"Try our free trial\" class=\"btn\" href=\"https:\/\/app.sotrender.com\/auth\/signup\/trial\/en?utm_source=blog-cta-legacy\">Try our free trial<\/a><\/h4><\/div>\n<p>I\u2019ve heard also nice things about The Misfit Economy\u2019s Alexa Clay and her presentation, with the very catchy title <a href=\"http:\/\/socialmediaweek.org\/london\/events\/misfit-innovation-can-brands-agencies-learn-drug-dealers-pirates-dissidents\/\">\u201cMisfit Innovation &#8211; What can brands and agencies learn from drug dealers, pirates and dissidents\u201d<\/a> &#8211; but I missed it unfortunately.\u00a0Of course, I couldn\u2019t be at all the presentations I wanted to see. So please help me and your fellow readers by naming your favourites in the comments section.<\/p>\n<h2><strong>What else did I enjoy at Social Media Week London 2015?<\/strong><\/h2>\n<ul>\n<li style=\"text-align: justify;\">Broad range of topics. From trends to tools to case studies of campaigns, it was quite diverse.<\/li>\n<li>International crowd &#8211; people were coming to this event from all over the place. Besides many Londoners, I\u2019ve also met awesome people from Italy, Brasil, USA, Spain, and even Putney \ud83d\ude09 (How&#8217;s it going, Daniel?)<\/li>\n<li>Small expo with 5 companies presenting their services. Sometimes there weren\u2019t many people, so we could easily talk about their services in detail.<\/li>\n<\/ul>\n<div id=\"attachment_19405\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-19405\" class=\"wp-image-19405 size-large\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-1024x768.jpg\" alt=\"Sotrender Blog Social Media Week London\" width=\"1024\" height=\"768\" \/><\/a><p id=\"caption-attachment-19405\" class=\"wp-caption-text\">A great chance for more detailed discussion<\/p><\/div>\n<ul style=\"text-align: justify;\">\n<li>Hashtags &#8211; it\u2019s such a simple thing, yet still many event organisers have problems with them. The event had 1 clearly communicated #SMWLDN tag (which happened to get into the top UK Trends on Twitter). Moreover, there were even special hashtags for specific presentations. Most speakers had their Twitter handle communicated in the speech too, usually in their slide footers. That made backchannel Twitter interactions much easier. And if you\u2019re still not sure how hashtags can benefit you, <a href=\"https:\/\/www.sotrender.com\/blog\/2015\/09\/twitter-hashtag-stats\/\">Sotrender is here to help<\/a>.<\/li>\n<li>Coworking space, organized by WeWork &#8211; great for people willing to work in their downtime &#8211; although it seemed some of them spent the entire conference just sitting with their head immersed in their laptops.<\/li>\n<li>Party at WeWork Moorgate, with free alcohol and hardly any food besides popcorn. These 2 factors resulted in many participants really hitting it off on that night. And the party was Twitter-powered too!<\/li>\n<\/ul>\n<div id=\"attachment_19407\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-tweet-beat.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-19407\" class=\"wp-image-19407 size-large\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-tweet-beat-1024x768.jpg\" alt=\"Sotrender Blog Social Media Week London tweet beat\" width=\"1024\" height=\"768\" \/><\/a><p id=\"caption-attachment-19407\" class=\"wp-caption-text\">A Twitter powered party<\/p><\/div>\n<p>&nbsp;<\/p>\n<h2><strong>\u00a0What did I dislike at Social Media Week London?<\/strong><\/h2>\n<ul>\n<li><strong>The venue<\/strong>. The main venue at Victoria House was just too small for that many people. It\u2019s really motivating to see that many people interested in social media &#8211; but it was also a bit uncomfortable for the participants. Especially the Masterclass track presentations, which were often overcrowded. It was difficult to get a seat, and the room was quick to get heated. There was also a Demo Room, but it was decidedly small. I wanted to take part in a <a href=\"http:\/\/socialmediaweek.org\/london\/events\/innovate-die-practical-advice-approach-innovation\/\">We Are Social workshop on Innovation<\/a> but it seemed there were twice as many people interested in it than there were spaces available, so I gave up.<\/li>\n<\/ul>\n<div id=\"attachment_19409\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-19409\" class=\"wp-image-19409 size-full\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass.jpg\" alt=\"Sotrender Blog Social Media Week London Masterclass\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass.jpg 800w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass-475x356.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass-768x576.jpg 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2015\/09\/Sotrender-Blog-Social-Media-Week-London-Masterclass-600x450.jpg 600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-19409\" class=\"wp-caption-text\">The venue was just a bit too small for the amount of people<\/p><\/div>\n<p>&nbsp;<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Location of independent events<\/strong>, spread too thin throughout the city, e.g. The National Gallery, City Hall, or Google Campus. Some of them were really interesting, but in each case it was an additional 15-20 minutes to get there, making it difficult to synchronise with the main event.<\/li>\n<\/ul>\n<h2><strong>Some tips on preparing for a social media event<\/strong><\/h2>\n<p style=\"text-align: justify;\">Most social media events still take place in the real world, and are about much more than just presentations and speeches. If you really want to benefit from them, it\u2019s good to prepare in advance. Such a big conference is a great opportunity to meet people. Your friends, clients, prospects, and suppliers might also come there. So it\u2019s a good chance to say hello and to meet them, or to at least exchange some emails or tweets. A good thing about social media events is that most of the speakers and participants tend to be very active in social media too. You can start networking with them and following respective hashtags and discussions before the event. For a bigger impact, you can also try to coordinate your other marketing activities with the event, to get maximum visibility. In our case, it was <a href=\"http:\/\/www.sotrender.com\/trends\/facebook\/reports\/201508_uk\">Fanpage Trends UK<\/a>: our new monthly report on the communication of the UK\u2019s largest brands. It was released just a couple of days before the event and got covered quickly, e.g. on <a href=\"http:\/\/www.cmo.com\/articles\/2015\/9\/15\/fanpage-trends-uk-august-2015.html\">CMO.com<\/a> . Moreover, there was <a href=\"http:\/\/socialmedialondon.co.uk\/when-post-on-facebook\/\">my guest post on the timing and frequency of posting<\/a> at the Social Media London community blog, issued on purpose during the event.<\/p>\n<h2><strong>Thanks for Social Media Week London 2015!<\/strong><\/h2>\n<p style=\"text-align: justify;\">Thanks to the organisers, especially to the untiring <a href=\"http:\/\/www.gchicco.com\/\">Gianfranco Chicco<\/a>, as well as to all volunteers who made this event happen. Hope to see you soon on one of the next Social Media Week events in London. Or perhaps in Milan &#8211; where I\u2019ve heard it\u2019s the biggest in the world!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve just returned home after 4 days at Social Media Week London 2015. With my head full of impressions and inspiration, I decided to write this post. A summation of my experiences, similar to what we did after Dublin Web Summit 2 years ago. Since these were a very busy and exciting few days, I\u2019m [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1781],"tags":[1283,1707,1709,1711,1713,1715],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sotrender at Social Media Week London 2015<\/title>\n<meta name=\"description\" content=\"I have just come back from London after 4 days at Social Media Week London 2015. 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