Thursday, October 29, 2009

Musings on meshmarketing

Last week, I attended meshmarketing - a one-day gathering in Toronto highlighting social media case studies and best practices.

The event took place at CiRCA, a Toronto nightclub. And I have to say, I wasn't ready for the stanchions, bouncer attitude and red carpet at 8 in the morning. In fact, it felt like I was entering a super-cool boutique hotel - dark and with plenty of attitude. I got the impression that many of the staff had not been on the job at that time of day in a long, long time.

However, my eyes (and attitude) adjusted before the sessions. Here are my Twitter-notes highlights:

Keynote Gaping Void/Hugh MacLeod:
- Human beings socialize around objects; we talk about them; share knowledge.
- Web 1.0 = search. Web 2.0 = share.
- Products don't go viral just b/c you throw a lot of money behind them.

Facebook's Elmer Sotto:
- Facebook thinks people want to interact with brands in much the same way as they connect with friends.
- Think about FB user experience, profile, compelling profile visual (doesn't have to be logo) & thumbnail image.
- On FB brands should pace their posts, establish an 'editorial' calendar and [not] overdo it.

Measurement guru Katie Delahaye Paine:
- Measuring eyeballs shifting to measuring engagement; numbers go down but quality of dialogue goes up.
- People measure; computers count. You need people to analyse the results.
- Improve reputation by changing conversation: listen first then respond, and stop doing stupid things.

With one exception, the sessions offered useful tips and practical approach - the same high calibre as Mesh but in a change-of-intensity setting. And I liked that the level of information was aimed at people with a working knowledge of social media and not at the beginner level.

I also had a chance to record a couple of 4Qs for a future Inside PR podcasts.

If you were there, do you have any other nuggets to add?

3 comments:

Parker said...

Sounds like I missed a good event!

From the way Elmer is talking about brands on Facebook pacing their posts, establishing an editorial calendar, its like he wants them to think of themselves as media entities. In a way,they are and I think that this is one direction journalism is headed: while people will want some information from a credible, unbiased third party, they'll also go directly to brands themselves to get information about products and services.

Martin Waxman said...

I agree with you. I think all of us who are now 'content producers' as well as traditional PR communicators should start behaving like we're 'media' - i.e. responsible and trusted sources of information and stories. But that's something we have to earn.

Mark Evans said...

Martin,

I'm glad you like the programming at meshmarketing. We're always looking for feedback on how to improve so feel free to offer any suggestions and ideas.

cheers, Mark