The 10th Social Media conference is taking place end of September in Berlin. The conference is hosted by Jon Worth, UK-journalist and political blogger living in Berlin, the keynote speech is given by Shivvy Jervis – a brilliant, intelligent futurist and creative mastermind in the tech industry. The conferences’ topics are Social Media, influencer communications and digitization. One of the workshops is led by Quadriga professor Dr Ana Adi, discussing accountability and measurement of successful social media campaigns.
Professor Ana Adi, “Influencer Relations“ is quite a topic for communications these days and will be discussed widely at the 10th Social Media Conference. What is more important for external communications, to have an extraordinarily good content idea – or to have an excellent network of influencers?
I believe you need in both an excellent network (among whom influencers are valuable) and a concept that they resonate to.
What are the three most important responsibilities for a social media manager today?
My top three are: research, strategy and measurement. Of course, the outlook is more complex, the social media manager as the driver of social media communications needs to do a lot more than these three. However, without proper benchmarking and research (this includes monitoring trends, profiling target audiences and influencers) the strategy is not solid. Creating a social media strategy requires a deep understanding of the organization/company/institution strategy and how it can be appropriately met with the channels and the audiences available. And finally, research and strategy cannot take anyone further without measurement (this includes learning from success and failure as well).
Do you have one good example in mind for an influencer campaign that worked brilliantly – or failed completely?
I think all the finalists to the Digital Communication Awards in the influencer communications this year are all excellent examples: the city of Eindhoven’s effort to attract more international visitors by engaging with European bloggers, Fitbit’s Squad, McCulloch garden tools campaign featuring Tim “The Machine” Wiese and YouTube car turning influencer JP Kraemer, #builtwithbosch platform where professional craftsmen can test the tools and share their experiences and Vodafone’s CallYa campaign sending four social media influencers on a European journey before roaming costs were history. As the awards are being judged this Friday, I am afraid I cannot and will not pick any favorites.
As for fails, it seems to me that the Kardashians end up on every second list of fails… whether it’s morning sickness pills (Kim), protein shakes (Scott Disick) or fizzy drinks (Kendall Jenner). Of course, they are the influencers companies are reaching out to but the lessons here are obvious and they apply to both companies and the influencers: disclosure is essential, abiding the law is a must and understanding the socio-cultural context of social movements is vital.
Which social media platforms will still be relevant for corporate and consumer communications in the next decade?
This is a tough one. I believe whatever will enable companies to own and measure their communication efforts will stay in the game.
What´s the panel you are looking forward to most at the 10th Social Media Conference?
I have a soft spot for social media measurement so I hope I’ll manage to hear the presentations from the second day on performance and controlling.