Social Media Week 2012
By Elizabeth Reinhardt
Image taken via Instagram
September 24-28, social media enthusiasts of all levels descended upon Chicago for Social Media Week 2012. The week-long event took place simultaneously in 12 cities throughout the world: Chicago, Los Angeles, Barcelona, Berlin, Bogotá, Hong Kong, London, São Paolo, Seoul, Shanghai, Torino and Vancouver. The event takes place each February and September in different cities.
Hosted locally by the Chicago Tribune and Zócalo Group, Social Media Week Chicago had almost 100 events, all either free or almost free and open to the public. Mostly panel discussions, the events covered all aspects of social media, with ten topic categories ranging from Advertising and Marketing to Science and Technology. For convenience, Social Media Week streamed select panels live online, allowing professionals the chance to peek in on events they couldn’t attend in their own city, or any of the others.
I’d have to say that my favorite panel that I attended was “Your Social Media Activation and the World at Large: AKA – Why the F Should We Care?,” hosted by R/GA. The panel was entertaining, honest and insightful about the differences between what brands want to post, and what consumers want to see on social media. The presentation’s key lesson? That listening is always more important than talking. The speaker from R/GA made it clear that the best way to get your brand into the social media mind of your consumer is by naturally and organically entering pre-existing conversation – and not by rudely interrupting it.
They presented many case studies, including one campaign that they did for Nike involving Kobe Bryant and his alter ego, Black Mamba. Using Twitter, fans were able to change the Nike website from a Kobe Bryant theme to Black Mamba. The campaign resulted in a jump in Black Mamba shoes, and high Twitter engagement.
R/GA also showed this funny and relevant commercial spot for Google Wallet.
Overall, Social Media Week 2012 was successful around the world. I can’t wait to see where they’ll be and what they’ll present in February. The insights gained will be helpful as we close out the year at PACO.
You can view all of the tweets sent regarding Social Media Week 2012 by searching the hashtag #smw12, and all of the Chicago-specific tweets by searching #smwchicago.
