Engagement is the holy grail in social media marketing. However, while everybody is talking about it, few do it well. Buzz words like content marketing, mobile marketing and WOM distract many-a-marketer from what really matters: reaching business objectives.
At the Social Shake-up last week, audience members were not looking at the speakers or panelists. It’s not that they were being rude; on the contrary, they were paying close attention and hanging on every word. They were just busy tweeting at the same time, so much so that #SocialShakeUp was a nationally trending hashtag.
This year will enter the history books as “The Year of Real-Time Marketing,” according to a panel of experts at the Social Shake-Up in Atlanta, Georgia. Events across the globe are being covered by numerous mediums and driving brand-driven, real-time content. However, the struggle for companies is to produce timely posts and tweets that are actually relevant to customers and potential partners.
Given the impact that technology has had on the modern business landscape, it seems as though companies and marketers have an increased access to both consumers and potential partners. Explaining this growing connectivity, Porter Gale, author and former Marketing VP at Virgin America, conveyed her views to the crowd of social media leaders gathered in Atlanta for the Social Shake-Up conference.
Discussions were heated at the Social Shake-Up 2013, the brainchild of Social Media Today publisher Robin Fray Carey. Attracting a crowd of nearly 500 attendees over this past couple of days in Atlanta, I decided to take a peek at the conversations using the robust social discovery tool NetBase.
We arrived at the W Midtown, Sunday afternoon, (let's call this day, the half of the two and half day conference) for the "Networking Crawl" that allowed attendees to mix and mingle before the two days of action packed content started. Before we knew it, it was Day 2 and the conference was in full swing.
Starting September 15, Social Media Today will seek to find all the ways that social media is changing the ways we act in the world at the Social Shake-Up. We will have perhaps the most stellar line-up of big-picture technology and social networking thinkers ever assembled in one place.
Traditional relational or structured data from internal transactional systems may have served as the foundation for marketing efforts in the past, but the unstructured and community-generated information accessible through social media is the future.
According to Porter Gale, the value of personal brand, or “recognizing the power of connections” helped to bring about a partnership with (Virgin America and) Twitter. “We had wifi in the planes … it wasn’t just a customer service thing, it was also a way we were generating a lot of press… That word-of-mouth can be very powerful.”
Why Atlanta for The Social Shake-Up? We wanted to make the statement that social is about real businesses doing real things in every marketplace. There are few cities in America that can boast as many major brands doing amazing things with social as Atlanta.