The London Coffee Festival is the perfect opportunity for gourmet coffee shops to boost their social media presence. I looked at how ten of London’s leading independents performed on social during this year’s event.
Out of the ten brands, west London coffee shop, Artisan, won the largest share of voice: 31 per cent of the conversation (see fig.i). Artisan has a respectable and engaged Twitter audience (4K) – but nowhere near as many followers as the more established Prufrock and Kaffeine (16K and 15K respectively). So, what was the Stamford Brook & Putney-based coffee shop doing right? Continue reading →
I’m reporting live from Social Media Week London again this year – covering the official event stream from the conference HQ in Holborn. So don’t worry if you don’t have a conference pass, just follow the #SMWLDN hashtag (or @JemimaG) on Twitter. There are also loads of unofficial (and free) events happening round town.
This year’s theme is Upwardly Mobile: The Rise of The Connected Class. The key question is how can all humans achieve more in a connected world? Fabulous question, but you might be disappointed looking down the schedule trying to find sessions that attempt to answer it. These ten get my vote:
1. Definitely Not Content Tues 15 Sept, 9am: Will Hayward spoke last year. He’s really good. This time he’s talking about the cultural significance of the social web and why why we should all aim higher than “content” marketing. Continue reading →
For the last six years, we’ve used Airbnb regularly for holiday accommodation. This summer, we decided to take the plunge and put our own property up on Airbnb for rent.
I like the idea of the sharing economy. And I like any organisation that supposedly puts community and social connections at the heart of its business model. So, was the Airbnb hosting experience all it’s cracked up to be? Here’s what I learnt:
1. It’s surprisingly easy
Airbnb has a lovely website. The images are beautiful, the navigation’s clean, and the interface is refreshingly simple and (third party) advertising-free. It costs nothing to “list your space” – and you can do it at the click of a button. Airbnb will even send round a free professional photographer to make your home look extra nice.
It all feels relatively safe and easy – if you’re anything like me, you might give it a try, just to see what happens… Continue reading →
Next week is London Social Media Week. The fifth sixth time the event has taken place in London, and the first time founder Toby Daniels’ company, Crowdcentric, has been running the show directly. For previous events, Sam Michel’s Chinwag was in charge. I’ve live-blogged pretty much every time, and it’s been interesting to see the event grow in size and stature year on year.
Inevitably, the event has become more focused and commercial over the years. Like social media itself, it’s growing up. There are good and bad sides to that. People may gripe about inflated ticket prices and a monochrome agenda – but it’s more just the sheer size of the event that’s off-putting. If you look through this year’s agenda, there are plenty of gems to be found.
Last time I visited Lush in Westfield, there was a jug of Moscow Mules by the door and a bowlful of M&Ms to help yourself to. A few shops down, Rigby & Peller were handing out glasses of Prosecco to anyone who fancied a browse.
Now that’s my definition of “social” shopping. But a good few more can be found in From UK High Street to Networked High Street – Eva Pascoe and Niki Gomez’s 2013 response to the Portas Review of 2011. It’s a well-written vision of how technology can improve (save?) our high streets. Here are my takeaways (no pun intended):
1. We’re lucky in the UK to have rich diversity in our high streets: “Each of our High Streets is a mix of different patterns of retail, leisure and services,” write Pascoe and Gomez. “These patterns are like multicolour mosaics, they are very unique, steeped in the history and diverse in demographics.”
Talking to friends who live in smaller, newer cities like Sydney or Tel Aviv, this complex tapestry does not exist everywhere. Things that Londoners take for granted – having access to hundreds of cultural and networking events every week, for example – simply aren’t possible in many other cities. We should make the most of it, and build on that diversity – rather than moaning (as we Brits love to do).
“Video is how everyone sees the world’, says YouTube UK MD, Kevin Mathers, speaking at London Social Media Week.
It’s our natural affinity with the medium – ease of use and comprehension – combined with rapidly improving download speeds, that has been behind the phenomenal growth of online video platforms, such as YouTube, in the past few years.
Kevin sees two trends driving video growth in the immediate future:
1. Freedom – the freedom to consume, and the freedom to produce. 2. Passion – we are seeing an abundance in video production: the more there is, the more we have to decide what we want to watch. For this reason, we only consume the things we’re really passionate about.
“4G is going to change the way we view video”, says Kevin. “3G is a bit like dial-up used to be. Commuters in Seoul today don’t wonder if they’re going to be able to watch a video on their way to work – they know they can. Soon, we [the UK] will be in that space too.
“We can all upload video today. That lowers the bar to entry – creativity can explode – there is complete freedom, and huge amounts of video online. YouTube is growing by 100% yearly in terms of minutes watched. There’s just too much out there.
“YouTube’s a big city like London: tens of small villages grouped round different interests. People are much more engaged with the video they’re watching. They’re in an alpha state not beta state: the fact that you’re choosing to watch [a video], means the power is with you. And also with the producers – it’s all encased in an all-consuming passion, driven by real fans. That’s different from the way video has been consumed in the past.”
After Harvard Business Review rebranded in 2009, said Joshua, he and his colleagues found themselves asking how to “go deeper” with their audience. Face to face events such as tonight’s panel are an aspect of the new approach (and they’re a good idea). But as brands reach out to customers, are customers moving in a different direction altogether?
We’re moving away from loose, ‘one-size-fits-all’ online communities like Facebook and Twitter to platforms that enable niche, targeted tribalism, said Nathalie. She doesn’t think many brands are aware of this.
10:12 We are at the very cool Beyond Retro café in Dalston (top pic of Karinna Nobbs from London College of Fashion and team chatting before the event). Karinna is just introducing the panel now (bottom pic of panel left to right: Karinna, Jonathan, Sophia, Hanna, Kat and Charlotte). This is a live blog so please keep refreshing the page for updates.
Karinna: Pinterest is dominated by women, has been very much in the press since around February. Pinterest great because you can really micro-segment your audience (into style tribes for example) and really engage with niche customers.
You can look at who’s pinning you and what they’re pinning for trend prediections – is everyone pinning a colour you don’t have in your collection? Pinterest has a much higher referral rate than Facebook, Twitter etc. The average time people spend on Pinterest has been quoted as 45 – 90mins – far more than other networks.
11:10am It’s a great panel line-up here at Hub Westminster with Will McInnes (Nixon McInnes), JP Rangaswami (Salesforce), Barney O Kelly (Fresh Networks) and Tejal Patel. Chair: Michael Chiu (McKinsey). This is a live blog so please keep refreshing the page for updates.
JP: Social media is intrinsically human – satisfies a human need.
Will: We need to think more about how we can pipe social tech and more about what business will become. When I wrote my book last year a big theme is change velocity: when you look at how Netflix destroyed Blockbuster and how Amazon destroyed Waterstones and Barnes & Nobel. The faster you can orient yourself, the faster you can observe what’s going on, decide what to do, and then act – the better: an approach taken from fighter pilots. We talk about social technologies but it’s like looking at communication purely through words when 90% of communication is through body language.
Barney: The sooner businesses start thinking about the next level of social, where social can take them in terms of recruitment etc, the better.
Tejal: At Nokia, we’re thinking a lot about e-commerce, such as how do we start converting fans into sales. There’s also a big focus on ROI. We have an internal tool called socializer, developed with Dachis, which
Like all obedient Londoners I watched the Olympics pretty much from my sofa, because that’s what I’d been told to do by the scarey Get Ahead of The Games ads (subtext: stay at home) and This is Your Mayor Speaking announcements at various games-critical tube stations.
When I did venture into central London it was eerily quiet: everyone was in Stratford. Either that or holed up at home, like meerkats who’d spotted a herd of stampeding elephants.
On the middle Sunday we went down to Brixton and gotcarried along in a sea of green and gold for ten minutes but otherwise everything – Olympic sentiment, patriotic fervour and Jess/Mo/Hoy/Wiggo fever – was experienced by osmosis through the wonderful medium of television and, of course, social media…so how did my “Socialympics” go?