Key learnings from SAScon

A raft of quality speakers headed to Manchester Metropolitan University Business School recently for the annual search and social conference (SAScon).

Make no mistake, this isn’t for you if you don’t have a top of the range tablet, MacBook, some form of wearable technology or a beard! However, it is the place to go to attain the latest knowledge regarding search, analytics and social media.

SAScon showcased inspirational keynote speakers, unmissable workshops and discussion panels over two days. The conference focused mainly on how we are creating more valuable data than ever before thanks to quality content and its ability to be shared by the masses.

This isn’t a secret, it’s what all top marketing professionals should be doing already and can be championed by integrating three main tactics into your overall marketing and PR strategy.

Data

One of the keynotes was delivered by Cindy Krum, CEO and Founder, MobileMoxiePeople who talked of the surge of big mobile data. She explained how people tell their deepest secrets to their apps and search engines. We ask Google what the symptoms of flu are before even making an appointment to see a doctor and we share our everyday lives through a series of instagram pictures.

Subconsciously people will soon be even more willing to share their personal details as excitement builds around the autumn launch of the new Apple update. Expected in September, iOS 8 will tie everything together with the overarching theme of convergence, meaning people will be able to upload their health statistics such as calories burned and hours of sleep to a central saved area (the cloud).

All this data is available, giving businesses a major opportunity to analyse the data and make it work for them. Some global brands are hiring the world’s best data analysts to harness the power of information to drive sales and leads.

It’s not just about content it’s about context

Do you dip in and out of your company’s content and social media marketing strategy, do you even have one? Many of the SAScon sessions brought home the effectiveness of planning and the ability to use customer reactions to drive content. Katy Howell, CEO at Immediate Futures explained how diving into social media performance delivered results for French cookware manufacturer, Le Creuset. The brand was happy with posting images of its stylish crockery – its smart, its visually appealing and customers will love it right?

However, looking into what was creating engagement on its social media platforms allowed Le Creuset to give customers exactly what they wanted. It wasn’t the manufacturer’s pretty colours that people wanted to know more about; in fact it was the technology and design behind the casserole dish which was of most interest. The team changed its content and saw engagement and sales rise as a direct result.

Measure like you’ve never measured before

If you really want to understand the value of content marketing and social media, you need to measure its impact. Agencies are there not only to plan content like your very own magazine editor, they also map crucial data to analyse performance and uncover the commercial value of your social profiles.

In summary, content builds relationships. Relationships are built on trust. Trust drives revenue. Knowing how to create this winning formula is down to understanding the way things have changed and will continue to evolve.

View more images from SAScon 2014

Emma Rawlinson is a PR and social media consultant at Freshfield, for advice call 01772 888400 or email emma@freshfield.com