This week I went to The Social Engagement Summit put on by my friends over at Insightpool! The summit was “dedicated to highlighting the benefits of companies embracing both proactive and reactive engagements on social media.” Not only did Insightpool host the event at the impressive Atlanta Tech Village, which is always a pleasure to visit, but they rounded up an amazing group of speakers. Adam Naide and Will Scroggin from Cox Communications killed it like always, Devon Wijesinghe and Adam Wexler of Insightpool did what they do best – inspire, Andrew Osterday gave an emotional and engaging Coca Cola presentation on the World’s Cup, and Josh Martin from Arby’s once again explained how he slayed the Grammys with one tweet. For the full list of speakers and companies present, see the bottom of this post. I apologize for any less than glamorous or crystal clear pictures taken with my top-of-the-line iPhone 4.
I arrived around 11:30 during the Meet & Greet and Lunch, which I pleasantly surprised was Jason’s Deli. You have to try their chicken salad sandwich — the combination with pineapples is amazing. After some networking and eating, I took my seat next to Adam for the Introduction, Welcome, and Keynote from The Weather Channel’s COO Chris Walters. Chris discussed some of The Weather Channel’s social engagement figures and issues including that their app is the #2 most downloaded iPad app ever, and the DirecTV bundling fiasco. He stated that during times like these, and in cases of severe weather, the company would hire additional people to assist their social efforts. Also, he stated that as an organization The Weather Channel looks to respond to everyone within hours of their inquiry. I imagine that’s easier said than done. Great to hear Chris speak.
The summit flowed seamlessly into the next presentation, which was a panel discussion on responding to every mention of your brand. Ashley Reed moderated as Kelly Deen, Brian Diggelmann, Alex Buznego and David Vanderpoel discussed. Brian began by pointing out that as an alcohol provider, there are tons of rules and regulations in the social space. As an organization, Sweetwater has to be extremely careful not to @ mention and solicit sales to a minor. On a similar note, Kelly mentioned that at the Cartoon Network they also have to be careful with their posts because their audience is mostly made up of children. The Cartoon Network, host of Adult Swim, has an interesting mix of followers, so have to be careful not to cross any lines or post anything inappropriate. When asked about the beer industry’s social culture, Brian responded that the craft beer industry is inherently social, making it a great place to interact. He will mostly look at cool pictures people upload, or consumer issues requiring immediate attention. It was interesting to hear Alex Buznego discuss the cyclical emotions of working in sports, and how the incoming posts are completely out of the organization’s control. Although this would be incredibly entertaining, I imagine it can cause a headache every now and then. In conclusion, the panelists were asked about which social tools their organizations use for listening and responding to messages. David was quick to state that Sparks Grove created their own software because no one tool currently does it all. Brian said that he primarily uses Tweetdeck, and that Sweetwater is not necessarily a number-oriented organization, unless they are working in collaboration with a partner (like the Atlanta Braves) who want access to these analytics.
Next on was Andrew Osterday, presenting on the Real-Time Innovation of Coca Cola in the World Cup. Andrew’s been at Coke for about 4 years, working Global Digital Strategy and Content for the 2014 World Cup most of that time. He mentioned that Coca Cola is the longest running partner of the World Cup – impressive! Andrew’s presentation was both engaging and emotional, including touching videos of campaigns Coke ran to make this the “World’s Cup.” Pieces of his presentation were fairly similar to that of Neil Bedwell and Doug Busk at the Brand Innovator’s Content Marketing Summit I attended back in July, so check out my Object 9 recap of that here. Andrew ended by letting us in on a little industry secret. Shh, don’t tell anyone…
“Real time [content marketing] really isn’t real time, but more scenario planning.”
The next presentation was a panel discussion on driving the infamous ROI through social, even when no one is talking to your brand. Devin Zimmerman moderated as Jamie, Chelsea and Blakely discussed. Blakely (whose Social Media Day webinar I also tuned in to – which was great!) began by stating that content must be engaging and visually appealing. At PGi, most of their social efforts are seen on LinkedIn with promoted posts to certain people. This is a great way to reach the exact target audience you’re looking to market to. At PGi, social ROI = qualified leads. Jamie from Raycom Media addressed audience building and segmentation, while Chelsea Curtis of Airwatch stated that their KPIs mainly include click-through rates, lead generation and topical engagement figures. Re-tweets and Likes can be important factors, however “Tweet-a-monials” are also another great way to demonstrate value. What I mean here is illustrating, through screenshots or embedded tweets, your Twitter Wins for reporting. This will give upper management the opportunity to see real-life examples of value through customer service, prospecting, and various other engagements and interactions. Blakely continued by offering that PGi’s KPIs are determined most on a case-by-case basis. She threw in a couple funny little plugs, so I had to include Agenday! Check it out, a 2014 Best Mobile App Awards Platinum Winner for calendar apps! In conclusion, Blakely pointed out that PGi has dropped out of the Facebook marketing scene because as a B2B company, LinkedIn just makes so much more sense. Rather, PGi are using their Facebook page (titled PGi Fans) as an employee engagement and advocation platform. This is a great example of best practices if Facebook doesn’t make sense sales-wise for your company.
At 2:15 my friend Adam Naide took the stage. The Cox Communications Social Media Leader and Digital Marketing Executive presented on driving sales through social media. He used Cox specific, real-world examples from Game of Thrones and the World Cup to reinforce his presentation. Adam began by describing social media goals as an effort to raise awareness and brand presence, followed by driving demand and purchase intent. Cox successfully uses social to sell and upsell to their customers, in part thanks to their excellent community manager, Will Scroggin. Adam went on to state that brand posts need support to be effective, meaning that it’s important to know when to sponsor posts on Facebook/Twitter to maximize the potential reach and engagement. The posts must be relevant to the brand, but also have context in the culture, and that’s where the passion and most valuable engagements will come forth. That brings us to Adam’s 5 Cs of Social:
- Cool Content
- Culturally Relevant
- Call To Action
These are all important concepts to keep in mind in the social space. Social Media truly can be at both the upper and lower level of the marketing funnel, creating both awareness and demand, and this is an important notion to remember. In conclusion, Adam stated that in social you have to work hard to break through the clatter to grab people’s interest. Everybody is increasingly hyped about the trend of how people constantly check their phones and social sites. Adam’s response – you have to be more interesting than what I’m checking on my phone to keep my attention. I’ve experienced this first-hand more times than I can count 😉
We then had a much needed 30 minute break in the action, with coffee and cookies, followed by Josh Martin’s Arby’s presentation on the famous Grammys tweet and Pharrell hat. Josh actually brought the hat with him, but it wasn’t the hat, just a replica. I wouldn’t trust myself with a $40,000 hat either! Josh discussed crafting the tweet by listening to what was trending and what people were already saying about the hat. The tweet goes as follows: “Hey @Pharrell, can we have our hat back? #GRAMMYs.” He stated that it did help being allowed to use the GRAMMYs hashtag, and decided that a short and simple post would be most effective. Josh didn’t want @Arbys to be the people poking fun at Pharrell, but rather officially identify the connection and let others determine the meaning for themselves. Pharrell was a great sport, responding with “Y’all tryna start a roast beef?” Josh used the momentum of his tweet to let the situation pan itself out, rather than pressing for an immediate comeback which may have risked Arby’s huge win. So in conclusion, Josh’s new theme song is Happy and his team has increased from 1 to 3, even creating their own “Social Media War Room.” It was a wildly successful couple of weeks for Josh, that are still ongoing today with people referencing the tweet when they buy Arby’s good-mood-food. Josh single-handedly put Arby’s back on the map, and now their marketing efforts will forever be supplemented by that one moment.
Next there was a panel on identifying and engaging the influentials that can spread your message the farthest. This panel was moderated by Steve Goldner and included Philip Kinzler, Austen Tully, and my friends Kevin Planovsky and Will Scroggin. Steve brought up a great point to begin with: you want to activate your own people (employees) to be brand ambassadors for your company. You can say that again, Steve. It’s invaluable to have a culture and practices in place where your employees and clients are happy to promote you on the web. These types of messages will surely spread far and wide, with positive sentiment written all of it. Will Scroggin had an excellent anecdotal story he shared with us on the topic of engaging customers to spread your message. When Cox unrolled their newest internet with faster speeds, a part of Will’s job was to let people know to reset their modems for the change to take place. Will interacted with a Twitter user and took note that he was an MLG video gamer. In a response to this customer, will said something along the lines of, “Game On” and included a hashtag with the clan name of this guy. In turn, the guy responded with up beat messages and a newfound love for his internet provider, taking it as far as trying to convince fellow clan members to get onboard with Cox. This is a great example of taking a few extra minutes to really get to know your customers in order to get the most value of out them. Well done Will!
The next presentation I took notes on was a panel discussion on earned media complimenting paid and owned media. Stephanie Smith moderated as Melissa Musgrove, Chris Tuff, Michael Friedman and Jenny Hodgson discussed. Chris Tuff from 22squared had a few noteworthy quotes from the panel, including: “Let’s actually draw insights off the data available to us, not just look at it as a whole,” and, “We need a community like this to stay ahead of the curve!” I couldn’t agree more with these statements, particularly the latter. Local, industry-specific communities are a must and should be leveraged consistently to get the most out of the city. It allows us to be collaborative, in a friendly yet competitive setting.
Funny enough, another panelist Melissa, the Head of Social Media at Regions Financial Corporation, talked about the #SeeTheGood campaign run by Regions. I actually took notes on this campaign a few weeks ago in preparation for the social media management of La Capitol Financial Credit Union! Small world. Melissa mentioned that this campaign was the first time they had received 100% positive engagement, which is rare working in the financial industry. I hope to replicate that for LaCap 🙂
Following this panel was the final presentation I attended, Insightpool’s Chief Strategy Officer Adam Wexler’s speech on the value of the social inbox. Adam explained how too many people are treating social media as a publishing medium and neglect the social aspect. It sounds silly, but you may find yourself accidentally doing this sometimes. I have to point out that there was a surprise Sanford Stadium appearance in Adam’s presentation. I’m always happy to talk Georgia Football 🙂 In conclusion, Adam quoted Wendy Clark of Coca Cola by saying, “Be shareworthy in everything you do.” True that.
Overall it was a great event. I look forward to more events at the Tech Village, and more from Insightpool, and here at Object 9 we hope to host similar events in the near future!
As promised, the long list of organizations present included (*deep breath*) Regions Bank, Coca Cola, The Weather Channel, BBDO, Sparks Grove, Sprinklr, 22squared, AT&T, Arby’s, AirWatch, Cartoon Network, Cox Communications, the Miami Marlins, YP, BKV, Vert Mob, Shoutlet, Gigabark, Newell Rubbermaid, Suntrust, Budget Car Rental, Sweetwater Brewing Company, Golf Now, Raycom Media, Media Post and last but not least, Insightpool.
The speakers included (*deeper breath*) Devon Wijesinghe of Insightpool, Adam Naide and Will Scroggin of Cox Communications, Andrew Osterday of Coca Cola, Josh Martin of Arby’s, Kevin Planovsky of Vert, Devin Zimmerman of Sprinklr, Jamie Sawyer of Raycom Media, Chelsea Curtis of Airwatch, Blakely Aguilar of PGi, Chris Walters of The Weather Channel, Ashley Reed of BKV, Kelly Deen of Cartoon Network, Brian Diggelmann of Sweetwater, Alex Buznego of the Miami Marlins, David Vanderpoel of Sparks Grove, Steve Goldner, Philip Kinzler of Newell Rubbermaid, Austen Tully of BBDO, Greg Gerik of Shoutlet, Stephanie Smith of Look-Listen, Melissa Musgrove of Regions, Chris Tuff of 22squared, Michael Friedman of Golf Now, Jenny Hodgson of AT&T, Ashley Sasnett of Suntrust, Emily Binder of Budget Rent-a-Car, and finally Adam Wexler and Brent Ducote of Insightpool. The emcee was Sebastian Rusk, host of SocialBuzz TV and author of Social Media Sucks! Also, great job to Aileen Cole and Matt Smith for running the back-end operations for the event!
Also, for those of you I didn’t mentioned, it was great to see all of you. Roger Jones, Adam Lewites, Jason Katz, Jason Hoch, Stephen Culp, Joe Koufman, David Favero, Adam LaHaie, Kara Wexler, Michael Dawkins, Daniel Assan…
PS I’ve tagged most all of these awesome peoples’ Twitter profiles. Go follow them.