Last week London hosted social media conference #SMWF. For two days we listened and learned from insightful presentations of industry professional from all over the world. Some of the keynote brands included Jack Daniel’s, ASDA, American Express, Kellogs, Migros. All of them provided plenty of digital “food for thoughts” but also showed us the things we should work on.
Here are the top 3 takeaways from speakers‘ presentations:
1. “If it doesn’t work on mobile, go home”
Those were the closing lines of Dominic Burch, Head of Social Media, who presented ASDA’s digital efforts. Over the 5-year long digital journey, ASDA focused on getting the mobile part right and taking it in the heart of their operations. Now they are experimenting with social in stores. The brand is currently implementing WiFi in their stores, and is also experimenting with NFC, as a way to interact with their customers while they’re still shopping. However, as someone from ASDA’s Customer Experience department said:
This is surely a good path to take, but we will only succeed if we win the trust of shoppers.
2. “Every day we make it, we’ll make it the best we can”
When you see that phrase at the bottom of every slide, you understand what separates a good brand from a great one – clear company’s guiding principle. Cordell Lawrence, Global Community Manager for Jack Daniel’s also went through explaining brand ethos “Telling not Selling” and showed ushow it’s integrated in their digital strategy. By deciding “what Jack is” and what “Jack is not” they drilled to the very brand essence which helped them to shape their content not around their consumers, but around their core brand values.
To paraphrase Cordell – you don’t need wacky or pushy content to succeed – just focus on the messages that are important to your brand. Every day, the best you can. Also, look for yourself how Jack Daniel’s is using Jung’s archetypes to better understand their consumers.
3. “Standing for something means standing apart from the crowd”
Markus Maurer who works as Customer and Web Intelligence Manager at Swiss co-operative supermarket Migros presented how Migros is using crowdsourcing to develop their products. The model of engagement they are using with their customers continually drives their sales, as it was shown when last summer they re-launched retro ice-cream – just because their customers asked for it. These simple activities help to demystify and put social media to good use.
So, you don’t really need to be a rocket scientist to do great digital activations – you just have to stand for something you believe in, listen to what people are saying about your company and brand, and engage and nurture them. By the way, one of the most popularMigros products among the attendees was Mojito toothpaste. 🙂