Attending Social Media Dallas’ 2016 Showcase a couple of weeks ago, I was nonplussed ― but not for the reasons you might think.
I attended expecting to learn about the latest and greatest ― the slickest bells and whistles and the snap in the chat. Because I work clients who often use social media tactics, I am interested in staying abreast of the freshest online alchemies and digital wizardry. But what I learned was neither technical, nor expected. Everything old is new again. Or, coming full circle, again, anyway. The more we automate, schedule, trigger, track, integrate, regulate and calculate, the more we need two essential things:
- A novel, relevant and compelling creative strategy.
- Good, old-fashioned human communication.
Yes, all of these featured “showcase” programs started with clever, innovative, all-in thinking. That was pretty much a given. But the thing that surprised me was the human component. Though cynics mostly deride social media tools as anything but ― saying this brave new world alienates our souls and creates pariahs who prefer quality time with their phones to a human conversation, most of these campaigns attributed their success to “key influencers.” People.
Meaningful results did not arise solely from some artful mix of organic messages and social ad buys strewn across the e-verse. They required authentic, real-life relationships or champions ― on the ground and/or on the case to evangelize messages and carry them to the appropriate constituencies. I found this fascinating. The more we evolve technically, the more we stay the same ― the more we require human connection and relationship.
Here are some examples:
- Harwood International needed the partnership of two very important Dallasites to drive the success of #HarwoodSummer. Two transplants from two coasts who have spent the last year immersing themselves in the culture & community of Dallas have become Dallasites. They provided the conduit to the culture and crowd. ( Lily Kramlich-Taylor and Kara Shannon)
- Hewlett Packard Enterprise in Accelerating Beyond. The concept to link with the Star Trek film was genius, but the real magic came from deputizing the HP employees ― empowering the people with the traditional and digital communication tools they needed to engage and spread the word.
- Stub Hub. Apparently, this one required literal hand-holding on a global scale― due to the “technical” nature of Snapchat. Social Media Delivered reported that the “brand ambassadors,” professional proselytizers on the scene, were indispensable players in the campaign’s logistics impact ― managing actual face-to-face conversations at festival booths and navigating the musical melee.
All of the honorees had some important human dimension ― and kudos for that! Social is now social in the purest sense. So, what’s next?
We are still asking that question, and that’s part of the fun. In fact, some of us were feeling a bit nostalgic that Thursday eve a couple of weeks ago ― as Chris Vary, our emcee, recalled his first presentation to Social Media Dallas. I was there. In fact, in What’s the Next Layer on the Stack? ― my Nov.1, 2009 blog post, I referenced some of Chris’ predictions at that time, as well. (Check out his thoughts on Twitter.)
Watching the evolution. Stay tuned . . .