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23 Aug 2011

Insights from the Figaro Social Media Conference

by Sue Akam

A few of us here at Wickedweb made a beeline for the Figaro Social Media conference last week. We are glad we did – there was a fantastic line up of speakers and some real insight from brands such as the BBC, You Tube, O2, Kodak and Phones 4 U. Social media is ever-evolving, and Wickedweb were keen to discover how these brands are utilising social media – and more importantly what results are being harvested. 

What was clear from the conference is that social media strategy is driven by what we know about the customer / prospect. It is very CRM dependant, and insight is best gained by what O2 calls ‘the continual conversation’. Regular tweets from a brand are essential and much more effective in building loyalty and confidence than ad-hoc spikes of communication. O2 have a team to manage this continuous conversation with their customers, and find it gives them competitive advantage.

At the core of this is the notion that social media is all about engagement. YouTube makes an interesting point: social media is a fantastic platform for building sparks of excitement for a brand, which ultimately creates and maintains this engagement. Video is ideal for this, especially if the Facebook icon is added to the video so that this excitement can be shared.

However, the question on the audience’s lips of course is how do we actually measure engagement via social media? We came to the conclusion that KPI’s could include areas such as likes, a change in attitudes, mentions on Google, awareness, continued advocates and bloggers etc. Xbox added to this by talking about ‘media stacking’: using various social media channels for better cut through and amplification of your message – and Britmums endorsed this by saying that brands should utilise a good variety of social media channels to satisfy different consumption habits. It is good practice to establish your voice on different channels and be proactive, so that as a brand you are ready when a consumer comes searching for you in their preferred way.

But it’s not all about the number of ‘likes’ a brand has. It is far more effective to look beyond the volume and think about what you actually want to do with them. O2 were keen to impart that it is essential that a brand focuses on exactly what they would like social media to achieve at the outset. Phones 4 U look at the actual cost of a ‘like’ which is interesting and also look to put a value of the ‘like’ to the business.


Brands can only do so much – although there will be more success capitalising on social media if brands can focus and build on social equity. This is about friends looking out for each other and sharing, rather than putting the actual brand first. There is definitely the feeling that a consumer would like their voice to be heard now that they have been given a platform - and brand love is there for the taking if a company can show they will listen.

In conclusion, social media as a platform gives brands an opportunity to reveal and re-iterate different aspects of their personality. O2 suggested that companies “dip their toe in and try”, with an emphasis on managing any consumer issues as quickly as possible. 

For me the sentiment of the day came from Kodak – this brand revealed the key to their social media success is to “engage, educate, excite and evangelise”...

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28 Nov 2011  bondage clips says
Thankfully some bloggers can still write. My thanks for this read!!

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