ad:tech 09

27 02 2009

With my very first post ever on Community Girl – I thought it best to start with my experiences at ad:tech earlier last week – as it provided a lot to think about, disagree with and aspire to.

The two days were undoubtedly jammed pack full of case studies and opinions, with several people who presented, emerging as true ‘advocates’ for social media. The panels also proved to be informative on what both agency and social media champions deem to be the best way to engage with all this social networking stuff – others however seem to still be a little clueless…

One of my favourite panels was ‘Effects Of Transparency: Cash For Comment And The Dark Marketing Debate’, which included the ‘real’ Julian Cole as well as David Lee from Nuffnang. While I haven’t personally experienced any cash for comment scandals in my work so far (touch wood, touch wood) I will admit that I have thoroughly enjoyed reading about the latest ones from our shores. Tim Burrowes from Mumbrella has provided me with lots of scandal and juicy comments over the recent Queensland Tourism and (even more infamous) Witchery Man debacles.

A woman in the audience asked Julian about whether or not he deemed the Witchery campaign to be successful, as it had given the brand the recognition and publicity that they would have been after – and at least everyone now knew that Witchery had a men’s clothing line. Hmmm…. they do say that any publicity is good publicity – but really? In my opinion the whole campaign thoroughly damaged the reputation of Witchery, especially in the media – and in my experience people don’t take too kindly to being blatantly lied to, which in turn can damage any of their subsequent campaigns.

Other panels to mention included “To Build Or Not To Build: Identifying The Value Of Social Communities”, which included the very brave UBank representative and the very experienced Anne Massey from Starwood Hotels & Resorts, showing us how far the US is in front of us in terms of their experience with on-line communities. Mark Ritchie from Newmarket Livestock also demonstrated how on-line communities can be used for even the least tech savvy – now running a site through Ning for farmers in Victoria – I must declare my interests here however, as I was involved in setting this community up for the group at Newmarket Livestock.

You couldn’t mention ad:tech 09 without talking about Twitter, the tweeting that was happening throughout the conference was sometimes more entertaining and informative than some of the discussions – many providing a no holds barred approach with their comments! But really it allowed those presenting instant feedback on their panel, as well keeping everyone on their toes – especially those who were using the conference to do a hard sell to the audience.

I have to admit that I’m a bit of a lurker on Twitter at the moment . Reading other people’s tweets that always seem to be witty/informative/interesting or all of the above – I often find the pressure of making my 140 characters worthwhile a bit daunting! But after witnessing ad:tech – the phenomenon that is Twitter is undeniable.

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5 responses

16 03 2009
charlie

Anne was certainly experienced and entertaining… the americans have been doing all this stuff for YEARS and even if I have been too – the business world in australia is still grappling with how to apply it to the business (marketing etc) model. Slotting it into the PR stream using tools like Twitter will help – it’s interesting times!!

Good luck with your blog. It’s a daily challenge – but a fun experience top write one.
xc

16 03 2009
Julian Cole

Hey Emma, Great to see that you have decided to start blogging. Glad you enjoyed the presentation as well. I totally agree that you cannot take awareness by itself and that it effects all the other levels of the buying decision model. Look forward to reading more. Jules

16 03 2009
Jimmy Le Perve

Brilliantly put together Emma,
I thought your analysis of the conference was spot on!
Keep me abreast of all related issues and I may see you / hear from you and on twitter!

Keep up with the blog!

16 03 2009
timwtyler

Great summary for someone who could not make the show, thank you.

I am also a bit of a lurker on twitter – am following Telstra and tabdotcom to see how big brands use it. Support seems an obvious use, (thinks) may use it for a client or two…

btw tweetie on my phone makes it a lot more useful.

Interest declared; Emma and I work for some clients together

1 04 2009
Monty Hamilton

Nice post, I like your blog, good balanced views.

PS. I be thy “very brave UBank representative”

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