I was really impressed by the coffee conversations I had with a variety of organisations during breaks between sessions. It was good to hear so much transparency and openness between organisations that compete with each other in business but want to share their issues to help other organisations.
It really captured the spirit of the conference for me – collaboration and sharing across both speakers and attendees to find the best way forward.
This year, I’ll be hosting a highly interactive workshop around my favourite topic – community. During the session we will work through how to build a cohesive community from segmented audiences.
It is an interesting challenge – especially in multi national organisations where one size definitely does not fit all. I’ll also be speaking on the content marketing track. I’ll be speaking about the challenges around content marketing and why so many brands get their content marketing utterly wrong.
Conferences where the value of social conversations are recognised in business really energise me. So often businesses assume that as social media is ‘free’, then it has no real value to the bottom line of an organisation.
I become very frustrated to hear ‘snake oil’ social media ‘consultants’ exhorting broadcasting across all channels – without a logical structure or plan in place. So here, at the conference, it is really good to hear considered thought leadership, strategy and planning from businesses that are trying to get the best from their audiences and communities.
I spend a lot of my time with clients focusing on inbound communications and inbound marketing. Its good to go back to my technical roots and see how the world of intranet collaboration has evolved since I last wielded the intranet admin password.
Its good to see how the ‘outside’ world of social sharing is starting to underpin the successful social business and that organisations are finally smashing down the siloes common across larger organisations.
And seamless collaboration across the firewall will bring true democratised knowledge sharing to everyone it touches.
Bring it on…
Eileen Brown is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Connect with Eileen on Twitter and Google+ or contact her to find out how she can elevate your brand and help your business become more social.