Blog posts tagged like minds

Like Minds - morning session summary

So, the morning session of Like Minds is over and we’ve covered two interesting presentations which have generated a fair amount of debate.

First up, Jonathan Akwue, the “digital thinker director” of Digital Public, offered “an outsider’s view of social media”. He took a challenging stance, insisting - to gasps -that “Digital technology does not always make things better”. Jonathan cited the example of self-service checkouts at supermarkets, which may have created cost-efficiencies for supermarkets, but are a source of consternation for many frustrated shoppers (although several Marketing Donut correspondents actually said they like self-service checkouts).

What social media has done, however, is release the inner gangsta rapper in all of us. Like hip-hop, social media have given ordinary people the means to control the channel of communication and to get their personal message ‘out there’ in an unfiltered form. Social media are “open source” and they are transforming the way we communicate and interact with each other:

You can use social media to change people’s lives,” Jonathan claimed. “You can use it to save people’s lives. We can make massive behavior changes."

Unfortunately, if you have such an open source communication channel, you need to be prepared for what people are likely to say – a point many corporates have yet to really grasp.

Jonathan was followed by John Bell, digital PR guru for Ogilvy 360 Digital Influence Team, whose “Time for a strategy - Beware social media tokenism” presentation focused on the need for businesses to generate and measure proper business impact through their social media presence.

Citing the example of ITunes on Facebook - which has three million fans - John challenged the easy view that numbers equal success. “Does this really mean three million people are engaged?” he asked.

He went on to stress the need for businesses to find appropriate ways to measure the impact of their social media activities and to only continue with activities that actually have a measurable business effect. Otherwise they are simply tokenism.

His presentation gave rise to interesting discussions around the value of having a social media policy and the kind of voice you should adopt on Twitter, to which several of our followers contributed:

@atkirby I think it's important to try and sound like a human being on Twitter, not a robot.

@7db Like biz attire: Wear (voice) what (how) your customer does.

@global_lingo  Strong selling isn't the way forward but for B2B that can be a struggle.

So that’s it for the Like Minds morning session. We’ll be picking it up again shortly – please do follow our live coverage.

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Q&A: Like Minds conference organiser Scott Gould

Marketing Donut will be bringing you live blog coverage of the second Like Minds conference on Friday 26 February. To whet your appetite, we caught up with the social media conference organiser, Scott Gould, to find out more about his Like Minds journey and what to expect at the forthcoming event.

How did Like Minds come about?

SG: It started when Trey Pennington and I arranged a meet up when he was over in the country. He suggested we start a "social media club" in the style of what he'd been doing across the United States. I got to work on the idea with Andrew Ellis (who became my partner in Like Minds) in August 2009. Andrew challenged me to make the event highly accessible and affordable rather than expensive and exclusive, with the idea of reaching a wide range of people who were also thinking with an eye on innovation. Hence the name, Like Minds.

What did you take home from the first Like Minds event which focussed on ROI?

SG: It takes investment in the first place to ensure a return on investment. Then you've got the work of social media, engagement, policies, guidelines. And measuring all of this is no 'one tool fits all'. It takes work and careful analysis to have measurement that is meaningful. All of this is effort.

Of course to core business activities, this is how things have always been. But there's this misconception that social media is free and easy. It isn't.

How will Like Minds 2010 format be different from the first event in 2009 (workshops etc)?

SG: We've worked hard to bring multiple ways to get inspired, to learn and connect with each other into one event. Whilst we still have keynotes and panels, like we did last time, we've first of all been able to welcome speakers and panellists who are world class leaders in their respective industries.

We have then created an innovative lunch time workshop format in partnership with local restaurants that allows delegates to talk over specific subjects with our speakers. This means they get workshop time with these experts to get first-hand integration advice. Integration is a big focus for us this year, hence we are also holding free workshops hosted by our sponsors during the week leading up.

You pride yourself on the low ticket price. If that isn’t enough to convince a small business to attend, what is?

SG: Yeah we're proud about the price, but even more proud about the incredible line-up of people we have coming. Our keynote speakers and panelists consist of a range of backgrounds, cultures, industries, sectors and experience. We have the world foremost social media thought leader speaking, Chris Brogan, and two other top ten social media bloggers and Orange's head of internet.

Then when it comes to networking and lunchtime you'll find out how many incredible and successful people are just coming to attend. Some of the delegates flying in from America and Europe are worth the ticket price just to meet.

The theme for this year is People-to-People — tell us more about this.

SG: Social media have introduced a more personal form of business communication, which is replacing the anonymous corporate communication that has tended to prevail hitherto. Thus, the lines between the organisational voice and the individual voices of representatives of organisations have become blurred – to a large extent it’s now the individual voice that prevails. B2B, B2C, consumer, prosumer and owner forms of communication now follow a more socialised model; collaborating and conducting business in a way that is fundamentally different to ten years, and even five years ago.  

Understanding this is vital. We have keynote speakers and panellists talking from such a wide range of experience and expertise that most business types and sectors will be covered at the conference.

• The Like Minds conference takes place on Friday 26 February. Half day tickets are still available and full programme details can be found on the Like Minds website

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