Social Media Junction 2 was a conference in New Zealand focused on best practices for social media marketing. Over three days, international and local speakers from businesses, government, and agencies discussed topics like social content strategy, policy and protocols, ROI metrics, engagement, online community management, and real-world case studies. A key lesson was that while social media has become ubiquitous, creating high-quality, engaging content remains essential to stand out and drive results in today's crowded media landscape. The event provided attendees with actionable strategies for optimizing their social media efforts.

1. social media junction 2 social media junction 2
Holistic
Q – In the midst of inundating content, how do you ensure your
message stands out?
A – Skill integration, knowledge-sharing, in-house training, cross-
The Panellists
functional resourcing & optimised social content. International Speaker Panel: Cliff Rosenberg (Linkedin Aus-
But it’s easier said than done.To create engaging content, optimise, tralia & NZ), Simon Wakeman (Medway Council), Louise Denver
promote, distribute & measure it via multiple touchpoints, you need (Deloitte Australia), Michael Fox (Shoes of Prey), Lee Odden (Top
all the pieces in the jigsaw to fit seamlessly. Rank), Darren Whitelaw (Government of Victoria); chair Vincent
is the new black
The marketing communications team (brand, product, sales, cus- Heeringa (Tangible Media).
tomer reps); the web & digital team (developers, designers, SEO,
analysts) & the ad/PR agency (servicing, creative, strategy, media) Kiwi Speaker Panel: Jarrod Bear (Tui), Alex Erasmus (Bullet
all need to work together. And then, there’s the community = co- PR), Simone McCallum (ASB), Stuart McMullin (Hell), Richard
creators! Irvine (Telecom); chair Michael Carney (Netmarketing Services).
Quite clearly, holistic is the new black.
Key Learnings #SMJ2:
AdMedia correspondent Amar Trivedi summarises the international speakers and Kiwi marketing
• Don’t just do social – be social. Participate. Share. Express. Com- • Content – It’s not about the quantity. It’s about quantity ... with
stalwarts.
Social Media Junction 2 experience. Day 3: Social Media Content Strategy Mas-
ment. Be useful. Add value. quality.
• A collaborative mindset, readiness to experiment, openness to • Strategise before going social. Give it a good think. It’s not a cam-
terClass with Lee Odden, TopRank Online
negative feedback, and a plan to invest resources are prerequisites paign. It’s a commitment.
A
Marketing, USA.
to corporate SM engagement. • Success Mantra: Don’t just work hard. Work holistic!
t the Cannes Lions 2010, when In a world of catchphrases, sticky content Organised by Bullet PR, the event proved a
• Getting the balance between transparency and privacy – right
Best Buy’s Twitter-based Twelp- and viral videos, the use of social media rich ground for learning in real-time, as each
mix of listening & responding; tone of brand & personal voice – View the detailed #SMJ2 post + pics at www.MrSocial1.blogspot.
Force took out the Titanium & itself has become a meme (pronounced day threw up solid ken on SM marketing
needs practice and patience. com. Compliments of the season and best wishes for the new
Integrated Grand Prix, Old Spice meem). Meme is a cultural unit (an idea or covering topics like social content strategy,
• SM is neither free nor easy. It’s time-consuming. And yes, it is real year. trivediamar@hotmail.com | facebook.com/trivediamar |
The man your man could smell like took value or pattern of behaviour) that is passed policy & protocol, ROI metrics, monitoring
work! @Mr_Madness | LinkedIN.com/in/trivediamar.
out the Film Grand Prix, and Ikea Facebook from one person to another by non-genetic & measurement, engagement & response,
Tag Showroom won the Gold Cyber Lion, it means (as by imitation). online community management, business
cemented social media’s place in the market- Memes are the cultural counterpart of blogging ...
ing mix, and for once, the creatives agreed. genes. Sample this: Facebook has 500 mil- Along with real-world examples and
Social media ... what’s the big idea? lion+ users – that’s one in 14 humans! Heck, popular case studies, the speakers brought a
• A big idea creates behavioural change and there’s even a Hollywood movie on it – if fresh mix of stories on the successful use of
hence, causes discomfort & fear. It always that’s not a big idea, what is? SM overseas (and locally), and shared their
faces stiff resistance at first. So it’s hardly surprising that clever cor- unique perspective on SM best practice and
• But once it takes root, it grows organically porate folk turned up in droves to attend hands-on usage.
and quickly gets embedded into our every Social Media Junction 2 (#SMJ2), a meeting Top take-out from #SMJ2: Content used
day – making us go, how did we ever live of the best social media and digital market- to be king. Today it is king, queen, prince,
without this? ing minds in NZ. It included: princess and the kingdom. At a time when
• The acid test of a big idea lies in its ability Day 1: Public Sector Social Media Workshop anyone with a PC, camera or smartphone
to travel and adapt across media, markets, with Simon Wakeman, Medway Council, UK is a scriptwriter, storyteller, filmmaker, the
NATALIE
countries and cultures. Day 2: A star-studded Securing ROI in SM need of the hour is quality content & spe- ROBINSO
TRIBAL), N (TELEC
RICHARD OM
Social media ticks all the above. Marketing conference featuring six top cialist content creators. IRVINE (T ), CLAIRE BONHAM
ELECOM),
DEN, LOUIS VA HOLDEN (RAPP
H, LEE OD N WYK (G
UVAL-SMIT AMAR TRIVEDI. EN-I).
JE NNIFER D TY ,
O’FLAHER
NICHOLAS
BULLET PR: ROBYN ELLSON
, JENNIFER DUVAL-SMITH,
ALEX ERASMUS, NICHOLA LOUISE RICE,
LET PR), S O’FLAHERTY.
S), NICHOLAS O’FLAHERTY (BUL
ADEN BUSHELL (MEDIA MONITOR SANDRA KING (FAIRFAX MED AMAR TRIVEDI, SIM
ON WAKEMAN.
LLUM (ASB). IA), VAUGHN DAVIS (THE GOAT
SIMONE MCCA FARM).
54 www.admedia.co.nz Ad Media December 2010 55