ACT 1 – Hamburg Social Media Week
As a decentralized series of events for social media, the Hamburg Social Media Week (#smwhh) many exciting slot machines to offer. From my point of view, the range of subjects was particularly exciting: from “classic” subjects of marketing and business administration to socio-political and educational policy, everything was represented. Unfortunately, from my perspective, I also have to say that we haven’t really gotten out of the filter bubble. Although there were offline presences in the NDR and the Abendblatt, the “inner circle” and the usual suspects continued to appear as visitors to the slot machines. For the real breakthrough in 2014, offline timpani may need to be played even louder.
It doesn’t change the fact that I think it was a successful format.
Of course, it was particularly exciting for us that we also organized a series of time slots on Feldstrasse on Tuesday. To our delight, they were even busier than we had hoped. Due to the low no-show rate, it got quite cozy in the Mayer Gallery, where we looked at the subjects:
- Marketing 2.0 – Social media is dead
- Content is king – but where do you get it if not steal it?
- Social media and B2B
- Measuring success on social media
- Social Enterprise (Martin Heers)
- Shortage of skilled workers in the digital economy and prospects for “non-high school graduates” (Media Center St. Pauli)
- Practice panel with Techniker Krankenkasse, Hamburger Sparkasse and bonprix
Since we spontaneously reacted to the crowds with a second video projector and Google Hangout (on the air), you will also be able to see some slots on our YouTube channel in the coming week.
The slides can all be found on Slideshare.
Unfortunately, I missed the practice panel, but I was allowed to join the panel at the university on the subject of “Social Media and Continuing Education”. Which was also interesting. My takeaway from this event:
- the knowledge gap is wide and widening
- operational marketing people need to be recruited differently than EC-something and board members
- it is not only a question of getting to the heart of the matter, but also of training operational staff to become, for example, community managers
- All structured training and further training measures (possibly also state-regulated) are barely flexible enough to meet market requirements
- Celebrating work-study training (I just saw the image campaign in the metro this morning) is more a matter of fronting the Federal Ministry of Research
Leaves me with a very good feeling that we are already imparting very useful and meaningful content in our seminars.
But it also confirms our warning: a seminar of 1 to 5 days can prepare you for practice and raise questions. Maybe even provide some initial ideas for answers. But it is only the basis of your own thoughts and experiences that should be collected “there”.
ACT 2 – Social Media Conference (B2B)
A lot was done on Wednesday for our rail bonus account. Thanks to the strikes at the airport, which were recognized early on, the trip was spontaneously postponed to the train and the travel group therefore left on Wednesday for Munich, where the social media conference was held on Thursday. The B2B day of the Social Media Conference took place this time as a stand-alone solution and not, as in September 2012, docked in the “classic” SMCONF.
While Svenja, who as in September led the day as a moderator, I was allowed to present the thesis as an introduction that social media and B2B are not an option, but a “must” (Slideshare has it too). Oh yes: together with the participants, I was also able to locate the most annoying product in the room, namely “industrial adhesive”. The product and the question on Google+ became the running gags of the morning. Michael Buck, who followed me directly, went even further in the strategic aspects and transmitted the influence well on the creation of value and on all the people involved in the company.
In the second block of the day, things got much more practical with cases from Walter Tools, Siemens and T-Systems, among others. I particularly liked Walter. Everything that B2B people usually find difficult for their own marketing has come together here – a semi-sexy product, a place not exactly a cosmopolitan city, and a company that’s closer to technology, product and shirt sleeves than the beautiful world of advertising. Nonetheless, a fine example of how it can and should be done. From the strong participation and support of management to training offers for ALL employees on emerging issues.
Telekom’s B2B subsidiary, T-Systems, was able to inspire with insight into their thinking on the mix of topics (“…we talk ONLY about the industry and NEVER about our products…”). You have a very consistent approach to measuring success by determining ad values for each post – I liked that too.
The “GoDentis Academy” with Klaus Schenkmann was able to show that commitment exceeds the budget in many areas (I only learned the right term foiling on Friday…).
And otherwise ? A very entertaining lecture on the subject of law by Christian Solmecke (we see that his colleague was a moderator in a past life), an overview of Siemens’ journey towards the social web (here too, it is taken very seriously and EVERYTHING is formed three is not on the tree) as well as input on social media monitoring by Martin Meyer-Gossner on strategic implications and by Patrick Buhnk on making it operational.
Conclusion: an exciting day with many contributions. As a nerd in the front row, I got to watch Wilko’s live blog (which ended the day with 23,000 characters). The classic conference model “conference after conference” should be tested and made more flexible with activation elements such as small practical units or mini-panels. Would also include Björn’s legit comment: for advanced users, there might be a bit too much fluff. In interview situations, there would definitely be more and also take more with them.
ACT 3 – Online Marketing Rockstars
His colleague Westermeyer was a bit proud (and rightly so) when he recently declared that Rockstars is now Germany’s biggest online marketing event after dmexco. More than 1,000 people gathered on February 22, 2013 at Große Freiheit 36 (FYI: 1,500 people without seats fit in there for concerts). The air was sometimes thick enough to cut through, BUT who needs oxygen when such an illustrious series of speakers and a good mix of formats are on offer. Cutting-edge content was the order of the day here and it was communicated in a rhythmic fashion: Fab explains how they not only measure success but also predict it, Projekt A is ready to answer questions from the public, VCs share their point of view of exciting trends and segments – there was something for everyone.
In addition to multi-value content, there is probably no other event that manages to bring the “work hard, play harder” feeling of the industry to the streets and therefore also offer a Jan Delay for the tea dance. . And even though the post-show ticket was unfortunately sacrificed for a visit to the stadium – have a nice day and we’ll be back in 2014. Then hopefully in a not-so-busy week after, all starters spin around in your head.