Social Media World Forum 2013 Recap (SMWF)

SOCIAL
@SocialEddy
MEDIA
WORLDby socialeddy.com

FORUM
-RECAP 2013-

@SocialEddy SMWF 2013 RECAP

Social Media World Forum 2013
took place at The Brewery in
London on March 18-19.

socialeddy.com // twitter.com/SocialEddy // facebook.com/SocialEddy 2/25


Some of the hottest names in social
media were in attendance to show
oﬀ the latest technology and
brand-building strategies.



Leaders from some of the world’s
biggest brands oﬀered tips and in-
sight on audience engagement,
social commerce, brand-building,
and other hot topics in social media
today.



The conference really got in motion
with the Engagement Panel, which
focused on the most crucial ele-
ment in social media marketing: in-
teracting with social users.



Engagement Panel moderator Paul
Papadimitriou (@papadimitriou)
highlighted the need for brands to
let customers take the lead...

“Brands have to learn to basically
let go a little bit because the brand
voice isn’t deﬁned by you but,
especially with social engagement,
deﬁned by your users.”



...while Carl Barkey, Head of Social
Media Customer Engagement at
American Express, emphasized the
need for brand transparency:

“You want to be transparent. You want to be an open
brand. It’s critically important in social that you don’t
appear defensive.”



Several of the speakers discussed
the importance of knowing who
social users are and treating them
like actual people, not mindless
consumers.



Prelini Udayan-Chiechi, Director of EMEA
Marketing at Lithium Technologies,
painted a picture of today's modern
customer in a presentation titled "Get
Serious About Social: Own the social
experience."



"We are living in the dawn of the
mobile, social, and incredibly
empowered customer."



Dominic Burch, Head of Corporate Com-
munication and Social Media for British
supermarket chain ASDA, got real about
engagement in a presentation titled
“Social for building stronger customer
relationships.”



“Social media is no diﬀerent
than real life. People want to
engage as an equal and they
want to engage on things that
are relevant to them.”
-- Dominic Burch



The Social Media Insight & Analysis
Panel focused on the importance of
monitoring in measuring success
and executing social marketing
campaigns.



Cordell Lawrence explained how Jack
Daniel's analyzes data to drive cam-
paigns aimed at whiskey drinkers world-
wide:

"Essentially what we’re trying to do is enable closer
and more accurate analysis of opinion, so that you
can use that to make actual decisions that will drive
your campaigns, drive your strategy.



Google Analytics Rock!
Are you using Google Analytics? If so, go you!

All of the brands in the Social Media In-
sight & Analysis Panel (Jack Daniel’s,
Crimson Hexagon, and Universal Music
Group International) said they use
Google Analytics to gain knowledge
about the success of their social media
eﬀorts.



Many of the speakers at the confer-
ence noted that social should not
be an end in itself but a means for
achieving brand objectives.



"There's no head of photocopiers. There's no head of
water coolers...Social media is just another way to do
your work."

Jim Rosenberg, Head of Online & Social
Media at the World Bank



Brand leaders in the Social Content
Strategies Panel discussed the im-
portance of engaging customers via
powerful content.



Jeremy Waite, Head of Social Consulting
at Adobe EMEA, reminded everyone that
great content is content that starts a
conversation:

"It’s about talking to an audience. It's about having
that back-and-forth interaction."



Mobile optimization was one of the
GO MOBILE biggest points discussed at the

OR GO HOME. event. Brands that don't get mobile
will fall behind.



"Think mobile ﬁrst."
Marc Blinder, Director of European Operations, Adobe



In a presentation titled "Utilising
consumer engagement to drive
social commerce," Karlijn Vogel-
CUSTOMERS Meijer, Manager of Social Media at

BEFORE COOL. KLM, stressed the importance of
putting customer needs before
overwrought campaigns:



"You can do all the cool campaigns you
want, but if you don’t get the basics
straight, you’re lost.”
-- Karlijn Vogel-Meijer



KEY TAKEAWAYS FROM SMWF 2013
1 Listen to your audience ﬁrst and then engage
2 Share content that your audience wants to consume
3 Make each piece of content you share really count
4 Measure responses to help drive your strategy
5 Share content relevant to you and your audience
6 Don’t talk to your audience; engage in a conversation
7 Use social media tools to curate content and listen to your audience
8 Optimize for mobile or fall behind
9 Customers ﬁrst; Cool campaigns second.



SEE YOU IN 2014!
For help with your content marketing
eﬀorts, visit www.socialeddy.com.


Social Media World Forum 2013 Recap (SMWF)

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