3 take-ways from #SMMW17 & my re-cap

By Erica Lawler, Director of Digital Marketing, Harden Partners

I had the pleasure and privilege to speak at Social Media Marketing World 2017, a fantastic event thrown annually by Social Media Examiner. 3,000 individuals attended Michael Stelzner’s keynote speech and social media marketers from 41 countries came together to learn about what’s trending for 2017. My top 3 take-ways from the conference are as follows: 


  1. Analytics- My focus was on measurement, analytics and ROI. We must embrace the fact that it has become part of our brands’ every day lives. Analytics is like going to the gym; you hate the work, but love the results.  As Dennis Wu said in his session “I eat analytics for breakfast.” He knows his numbers like the back of his hand using Facebook insights to understand what performs best on his site and for his clients. Tools like WordPress plug in, UTM tracking, Sysomos, Social Warfare, and Google Analytics make the life of a data-focused marketer easier.

  2. Video is the current & future king- One can acquire video materials for around $100 and make professional looking videos in their home. Once the video content is up, the key is to keep going with it. Many companies are running split testing with Facebook video ad’s to see which are performing best and who is viewing their videos. After the videos are viewed we re-target the viewers in a static ad. IF your company is not in the video game yet, it’s time my friends! Dip your toe in the water and try “Facebook Live” for free. Additionally I learned you could run ads in Instagram stories! Video ads in instagram- how exciting! Video is the king, and even if it makes you uncomfortable, your potential clients are using it and so should you. #livestream

  3. Have a blog mission- Have a long-term blog mission for your company and your brand. There are 5 types of business blogs; Foundational, FAQ, Crowd Pleasers, How-to’s and Influential People Round Up. It’s important to have a mix of different voices on your blog as well as to make connections online by being “real” and sharing your opinions and views. Blogs and social media are tied closely together because the  two direct ways you can receive traffic to your blog is through either links or sharing on social media. Whether you outsource it or do it yourself, you MUST keep blogging. 


By the numbers: #SMMW17 had an enormous social footprint:

50,322 tweets containing the hashtag

9,347 unique pictures were shared on Twitter with the hashtag

997,000,000 potential impressions on Twitter alone

I look forward to reconnecting with colleagues and friends next year at #SMMW18 

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