OK, so it turns out I’m a Social Media conference slag. Hot on the heels of the last one, I packed my little bag and headed to Sydney for iStragegy 2010. Travelling with work is still a novelty to me, I haven’t really got that whole, jaded “Oh GOD, not Sydney AGAIN!” thing down – I was very excited to go. We stayed in the lovely Sheraton On the Park, as part of the conference, and while it was a fabulously well appointed hotel, we didn’t see much of Sydney itself at all. Next time.
The speakers were slightly more international, as you’d expect, with representatives from Microsoft and Google, as well as Australian companies like Red Balloon, Fox Sports, Commonwealth Bank, Earth Hour and Contagious Communications, to name just a few. Topics were skewed toward marketing online, as well as using social in corporates, the bit I was interested in.
I learned heaps – main points were these (your views may vary, depending on your context, etc):
No one person ‘owns’ social media in a corporate – it sits across too many disciplines. You can have people there to guide it, but it’s a team effort
Facebook and Twitter are just tactics, your approach and strategy need to be broader than just having a presence in these channels
Often social values of openness and sharing are diametrically opposed to corporate values of intellectual property and retaining information to gain commercial advantage – it’s a big leap to make to be a truly social organisation
Agencies can be hard – they’re not there every day. We need to challenge agencies to think end to end, and long term, not just by campaign; customers need the same message from us no matter what channel, ie web, social, bus shelter, mobile, video game, tv, radio, print, PR
One of the most interesting presentations was from Myspace – yes, Myspace. If you haven’t had a look at their site lately, go have a look, it’s changed loads, going from 130 logos and 170 templates to one logo and seven templates, add their agreement with Facebook mean your profile can auto-populate with your Facebook likes.They’re attempting to become first social network to turn around a huge failure. Worth a look.
Check out @kellynoble’s twitter updates to find out pretty much everything that happened at the conference. Good god, this woman can tweet.
Gatorade Replay was one of the case studies – this looks awesome.
Adam Burns MC’d the conference with style and a dry wit. Give him a TV show! Hang on – he has one!
I won a totally sweet Four Square apron, for leaving the best iStrategy tip. Ahem. I am now mayor of wherever I go, pretty much.