Hey guys! Happy Independence Day weekend! For those of you who are not from the US, well, happy weekend. :).
Today I am going to take a short break from the 30 day writing challenge to write about Social Media Day Philadelphia. I attended this convention held at the Franklin Institute on Thursday, June 30th with 3 of my co-workers from Penn Medicine. All of them work as web content coordinators while I work as as a Web./Social Media Monitoring Specialist. Together, we work on creating engaging and informative content for the Penn Medicine website, newsletters, social media pages, and more.
This is actually the first social media convention I’ve ever been to, so it’s safe to say I was pretty pumped about having the opportunity to attend. I made a few rookie mistakes including being one of the most over-dressed people there (at least I was dressed to impress, right?), not bringing my laptop (it wouldn’t have helped much as it needs a new battery though), and not having an extra power bank or means of charging my phone on-hand (I live tweeted a majority of the convention, so it didn’t take long for my battery to shoot down to 0%. Despite these rookie mistakes, I still had a really good time and learned a lot. I think my first social media convention was definitely a success.
Here’s a breakdown of my day:
9:00am: Slice Communications gave a welcoming speech. This was a great way to kick things off. I always loved Slice Communications ever since my former coworker and friend introduced me to them about a year ago. They are doing so many great things in the world of digital marketing. They were great hosts for the event. Cassandra Bailey, President and CEO, has so much energy and is so well organized for the event. I really love her bright yellow dress, too. I don’t even like the color yellow, but it fits her bright personality and shows that she is from Slice (Slice’s logo is yellow) which I think is great.
9:10am: Erin Dress, Brand Marketing Specialist and CPG at Twitter delivers opening keynote. I was so excited to hear Erin Dress speak, mainly because she is from Twitter. I definitely agreed with her points on how Twitter is where people go to gain information and that it’s one of the most trustworthy social networks (I think LinkedIn is more so though, but Twitter is broader).The facts about Twitter’s advertising vs. Facebook’s intrigued me. I never realized that Facebook targets users based on demographics while Twitter targets more specific interests. In general, Twitter’s advertising options are more focused. Perhaps this is why the CPC is generally much higher for Twitter ads than they are for Facebook ads. I also agreed that your brand’s message needs to be personalized. The example of using emojis and how Dove created one with curly hair was amazing. I always liked emojis,but I realize they can be tricky to incorporate into marketing. The idea of creating a whole new emoji strictly for your brand is brilliant.
10:00am: Break. During this first break I spotted Nick Walz! Nick and I worked together for a few years at WebiMax. He left in March of 2015 while I left in April of 2016. We talk to each other on a semi-frequent basis, but we haven’t actually seen each other since his last day at WebiMax. It was so nice to see him and catch up on everything. Nick is pretty awesome and a bit of a social media guru. He taught me pretty much everything I know about social media. I really enjoyed working with him in the past and being mentored by him and I’m sure he’s doing great things as a media strategist for Harmelin Media now. Remember his name, Philly.
10:10am: My co-workers and I decided to attend the Healthcare Digital Darwinism panel since we all work in Healthcare (obvious choice). This panel made me feel really good about myself and the business I represent because I felt we were doing many things right. Many of the speakers stressed the importance of responding to messages on Facebook and other platforms, especially if they were negative, within 20 minutes or less and to have a social media emergency response plan in effect. We do have an emergency response ready to go when needed and always answer ASAP. I liked how some of the speakers mentioned using Facebook messenger to talk directly with users/patients. I know a lot of brands shy away from that direct interaction, but I think in the healthcare industry, it’s really important. I enjoyed this panel overall. My only criticisms are that a lot of the points made were things I already knew and not all of the speakers worked much with social media, which considering it’s social media day, was weird to me.
10:50AM: Break. My co-workers knew some of the speakers and wanted to catch up with them after the panel.I think it was Daniel Moise, Social Media Strategist at Virtua Health, that we spoke to. He seemed very smart and friendly.
10:55am: CMO Roundtable. Choosing to attend this panel was not an easy decision. We were torn between this and the other option, Social is the New Digital Currency, but in the end my coworkers and I decided to go with the CMO Roundtable since we don’t have a CMO (it became a little bit of an inside joke for us). Plus, we were already in the room that this chat was being held at and after spending our whole break talking with the speakers from the healthcare panel, we were cutting it close on time. The CMO Roundtable was actually pretty good. The CMOs expressed the importance of using Facebook to show a fun side of their brand and the importance of being authentic on social media. I loved how they said that if something isn’t working in your social strategy, you need to change it quickly. I spent nearly 3 years working for an agency and sometimes this could be a tough decision to make when trying something new. Do you keep waiting it out, or do you change it before it’s too late? Hearing their advice to change it before it’s too late was a bit of a game changer for me and will certainly affect how I view future campaign when experimenting with new strategies. Of all of the CMO’s speaking for this panel, Carolina Lobo was by far my favorite. She was very polished and professional, but completely real and hilarious when you least expected her to be so. “Authenticity” was one of the words of the day for Social Media Day Philadelphia 2016, 2nd only to “influencer”, but Carolina was one of the few who not only spoke about the importance of being authentic, but she actually WAS authentic. Quote Of The Day: “No one gives a crap about the awards the CMOs win.” – Carolina Lobo. CMO’s, take note.
11:35am: Break. My coworkers knew the speaker Drew Diskin, CMO of WizeHive, so they wanted to speak with him for a few minutes. I never met Drew, let alone worked with him in the past, but I was vaguely familiar with WizeHive so I was curious to see what he had to say. Drew is a very bold and confident man. He didn’t talk much about how work with WizeHive, but gave us a little bit of leadership advice from the perspective of a CMO.
11:40am: Building a Data-Driven Company: Lessons From The Front Line. My coworkers and I chose to attend this talk over hearing the guy from Comcast talk about his work because we wanted to hear things that could benefit or effect us, not just hear others success stories. This talk was given by Robert J. Moore from RJ Metrics. I have been following them online for awhile and was familiar with the brand. I knew that the people behind the brand were very smart and always produced great content. The downside? I work as a content creator. I’m more for the writing and creative side of things. Data and numbers and statistics make my head spin. I didn’t really process or understand anything Robert said during the first half of his presentation. However, during part 2 I was extremely engaged. In part 2 he explained the great RJ Metrics logo fail story. I love how he saw this as an opportunity to further explore his own company, his audience, and do what RJ Metrics does best: use data to analyze and pull it all together. They did a great job of honing up to their mistake and more than that, they took pride in it. They wrote blog posts and talked with the media about their logo fail. They never once tried to run away or hide from it. They embraced it. They became masters at turning a negative into a positive. The results? RJ Metrics gained trust and authenticity within their audience. I think everyone in some shape or form can kind of relate to this honest mistake. It is a funny story that made RJ Metrics more memorable. In the end, this mistake worked wonders for them.
12:20pm: (The Most Philadelphian) Lunch Time! The organizers of the event were nice enough to provide lunch for everyone. It was a grab and go boxed lunch with plenty of varieties of sandwiches for everyone to choose from. I grabbed a turkey one and my coworkers and I headed to the cafeteria to eat. When we opened our boxes we were surprised by how much food they gave us. We all had a hoagie/sandwich/or wrap, a bag of Herr’s (Philadelphia company) chips, a small container of fruit salad, a Tastykake (another Philadelphia company), and a soft pretzel (Philadelphian snack). We joked that it felt like being back in elementary school. Once we were all finished eating we headed to the giant heart and the brain exhibits to get a few pictures for the Heart and Vascular and Neuroscience service lines and to just kind of play around with some things.
1:30 Flash Talk With Cecily Kellogg of Double Good Media. The flash talk with Cecily Kellogg of Double Good Media was probably my most favorite talk of the day. Cecily may not have been a keynote speaker and she may have only had 15 minutes, but those 15 minutes were powerful. Even though she is a hardcore liberal and I’m a hardcore conservative and personally, we probably don’t have all that much in common, I still felt deeply connected to her and could relate. She talked about the mistakes she made in the past as a mommy blogger and her regrets over sharing her every thought and how she branded herself in all of the wrong ways. This had some very dire consequences on herself, her family, and her reputation. In the end, Cecily decided her best option was to quit being a mommy blogger and start over from scratch. Cecily is the pure definition of what it means to be authentic. She is more careful about how she presents herself online now, but she still has the same attitude and personality. When she speaks, you know she’s the real deal. I’ve always been pretty open online and had an “everything goes” mindset like Cecily. Her talk inspired me to be a little more careful about what I post online and to think before posting.
1:45pm: Flash Talk With Jen Leary of Red Paw Emergency Relief Team. The flash talk with Jen Leary from the Red Paw Emergency Relief Team was another one of my favorite talks. Jen isn’t known as being a social media guru and she doesn’t claim to be one — she is a firefighter to the core and I really appreciated her honesty. There are many people that will brag about being a social media guru especially at these kinds of events, so it’s refreshing to hear stories like this coming from people who flat out admit “I had no idea what I was doing and I’m still working to figure things out.” Jen seems to be doing a great job figuring it all out! It was inspiring to hear about how much money she and her team were able to raise through Facebook. I’m looking into doing some fundraising on my own in the near future to support Aid the Silent, so this gave me a lot of hope. I also totally agree with her points on the power of a good image and working a little to play on people’s sympathy especially when it comes time to ask for donations. Images can and often are more effective than text alone.
2:00pm:Flash Talk With Teresa Lopez from Seer Interactive: My phone was completely dead by this point so I couldn’t live tweet and that made me inherently sad because there was SO MUCH good information here. I have become OBSESSED with Pinterest marketing over the last 6 months because I know that it holds many SEO benefits and I love the advertising options. I was excited about this one too because I have heard so much about Seer Interactive and know quite a few very talented individuals who have or currently do work for Seer and do an amazing job. I already knew about the importance of performing keyword research and adding keywords into Pinterest board titles and descriptions. I didn’t realize how little weight the actual pins have on SEO though. I’ll definitely spend less time on the individual pins and more time on the boards and the actual account optimizations moving forward.
2:15pm: Flash Talk With Susan Poulton from The Franklin Institute. Susan Poulton has a bit of sass that comes with her, which representing the Franklin Institute, was a little unexpected. In her words, she’s “definitely shaking things up at The Franklin Institute”, and with her language and word choice, it’s easy to see why. I liked her though. I liked hearing about how her mission goes beyond just getting people to buy tickets to the museum. One thing that really stood out as being interesting to me was how she is working with her team to market The Franklin Institute globally. I always saw it as being a “Philadelphia” thing and if I were in her position I would probably market it locally, but now that I’m thinking about it, her strategy makes perfect sense. There are many tourists that visit Philadelphia and The Franklin Institute from all over the country that she needs to target and reach, not to mention the general science nerds interested in the science content. Susan made me realize the importance of marketing in a way that can reach everyone, not just those local to your business.
2:45pm: Feature Talk with Pam Didner: How to Maximize The Synergy of Your Social Media & Content Marketing Efforts. My coworkers and I chose this talk with Pam Didner over the one given by/about Curalate, because once again, we wanted to hear about general social media topics, not people’s personal success stories or what they do at their jobs. I had a bit of trouble hearing Pam due to her accent, but when I did hear her, I enjoyed her presentation. She doesn’t look like it at first glance, but she is actually really funny which made her talk even better. I especially enjoyed the templates she provided on how to identify your audience vs. your target user persona and what the difference is. Your audience is general but the persona is more specific, and while the audience may help you to spread your message, the persona is really the one who will follow your brand, use your services, or buy your products. This is why it’s so important not only to identify your audience, but the persona you want to target as well.
3:30pm: What’s Next in Social Media Panel. I got nothing from this panel. It went off topic a lot and was really hard to follow. The moderator asked a question at one point about ROI and someone’s answer was “What’s the ROI of your mom?” My jaw almost hit the floor. I know the tone of the convention was all lighthearted and funny, but that seemed like a little much to me. Judging by the rest of the audience’s reactions, no one else was feeling this panel too much, either. I found an electrical outlet in the floor I was using to charge my phone with, so I began to play around with that and look at all of the other #SMDayPHL tweets. No one was really tweeting much about this panel. Everyone else was just on their phones and laptops and looked like they were waiting for this panel to end.
After that last panel, my co-workers and I decided to call it a day. We still had to travel back home and preferred to do it before it got dark and before it got too late/crowded. Many other attendees followed suit. I do have a few small regrets for skipping the closing keynote given by Kristina Neher though. I read the highlights of it and saw the live tweets come in and it sounds like it was a great presentation on the power of visuals in marketing. I was surprised to hear from the highlights how much higher Instagram engagement is than Facebook. I feel like Facebook is the most powerful social platform that can work for pretty much any business whereas Instagram requires more work and I feel like Instagram is for a younger audience and geared more towards personal use. It looks like it’s time for me to change my attitude towards Instagram! I was also surprised to learn than emails with the word “video” in the subject have a 19% higher open rate…that is definitely something I’m looking to experiment more with in the near future. I liked the idea of using your audience and having them do your marketing for you. If someone from your audience takes a picture of your product for instance, sharing that image can be more powerful and credible than posting your own professional image. I wish this talk would’ve been the opening keynote…it sounds like they really did save the best for last and I’m sorry I missed out on it.
Overall, my first social media convention was a success. I had a really great time and I learned a lot. I look forward to attending it again next year. Who knows, maybe one of these years I’ll even have the opportunity to speak!
Did you attend Social Media Day Philadelphia? If so, what was your favorite part?