The Beyond the hype event took place in central London on October 26th 2011.
The event was well attended, and I had the privilege to be one of the speakers.
As the title states, the event looked deeper at the topic of how to cut past the banter that surrounds Social Media and to try to address some key topics like the value of a fan and ROI, and how to integrate Social Media with other interactive marketing tactics.
So what was said about the event?
You can catch up on the tweets that were sent out while the event was progressing via this link.
There have been some blog posts about the event, not including this one!
One of the posts I want to mention was entitled “How to measure Social Media success In 2012”, and it was created by one of the attendees, Felix Morgan, and posted on 3 November, 2011. His conclusion was “by placing more value on organic amplification and less on the total available audience, social media will become a lot more accountable in the eyes of marketeers, and ultimately become a more effective marcoms media channel”. Read more here.
So what was said at the event?
The event was run by Warc, previously known as the World Advertising Research Center, and was rebranded as Warc in September 2009. They summarized the presentations on these two web pages, where you can also see one or two slides and short bursts of narrative from the speakers on video.
Here you can read about the presentations from Philips, Virgin Atlantic, Europcar and Jimmy Choo.
Here you can read about the presentations from Starcom Mediavest, 1000heads, LBi and the IAB.
In summary, I will end this look back at the event with a quote from Matt Morrison - “sharing and recommending is the key action brands should perform via social media. They should interact not simply because it reaches others, but because it’s a public commitment and has a high impact on future preference and behaviour”.