You’ve probably seen a lot on the blog here of late about our Social Media Week conference Making Social Part of Your DNA. I’m pleased to say it was a spectacular day all around, with a lively audience, great speakers and crucially lots of talk and debate. It couldn’t have gone any better and I congratulate the crowd sourced team who pulled it together.
You should also read some pretty strong write ups from Simone Schuurer in the Microsoft Advertising community blog, Girish Balachandran on the B2B Marketing magazine blog and a quick summary from one of our speakers, Neville Hobson.
For me the three sessions that stood out were JP Rangaswami from Salesforce.com, Fergus Boyd from Virgin Atlantic and the agency panel session on who owns social. JP painted a picture of the connected consumer who lives in the present and future tense and how this will impact the way in which brands manage the customer relationship. How do you capture data on expressions of interest i.e. the future tense, and use that data to make decisions on how to address your customers needs? Marketing just shifted up a gear right.
Fergus talked about how social must wash it’s face, i.e. its time for social media marketing to grow up and prove it’s worth through solid ROI. After all, business is a commercial enterprise right.
The agency panel debate didn’t really draw any conclusions. The predicted fight between the agencies didn’t happen. Instead a general consensus seemed to appear in which the PR, marketing and Ad agency predicted a blended approach was best for clients and predictably the digital shop – We Are Social – confidently stated this was the only way to go.
The best insight for me from this session was the general move away from agencies providing execution services for their client (incidentally a great quote on this came up during the day from Jeremy Waite of Phones4U “why would I outsource my tone of voice”) to strategy and creative services. Clients are increasingly taking community management and engagement in house which depending on the resources available may be a very smart move.
Overall a very enjoyable and valuable day and we raised approx £3,450 for our chosen charities too.