Have you seen the Skittles adverts with millions of the sweets absolutely everywhere? Don't you think that is like social media conferences? They are simply everywhere, aren't they?
Now, to be fair, I like attending a good conference - especially ones where I get to meet some great people, learn from the speakers and interact with the event (sadly that only usually happens at the unconference style events). I have also spoken at many conferences, and have a good number scheduled this year, so I am not certainly not advocating stopping them. My point is that too many 'similar' style conferences with a questionable target objective, just muddy the waters for the good ones that are out there.
Whatever happened to innovation, creativity and daring to be different? Ok, I know, the sceptics will say, they don't sell tickets and you need to 'play it safe' to get attendees to make it a viable event. But what does viable really mean? Viable for branding, marketing budgets or reputation?
As I say I have nothing against conferences at all, but I do have three questions..........
- Are conference organisers actually giving people what they want for their money? Do they take the time to understand their audience? Do they poll previous audiences to ascertain what they would like to see at future events? And then do they action the feedback? Do they analyse the back channels like Twitter to see what is resonating 'outside ' the conference? If it was video streamed - what did the audience watching it think? Is the content accurately targeted at the audience the even has been marketed to?
Attending a conference is a big commitment both in terms of time and cost, and attendees need to make sure they feel that it is going to be value for money for THEM. Getting the 'package' right for an audience ( speakers , venue, event organisation, level of interaction) is THE gauge of success. I appreciate this is not an exact science, but there is at least plenty of examples to look at. For example before I agree to any speaking at an event, my primary question is whether it is the right audience for my content, so that I can ensure I am able to add value to their day. If the audience is not right for my messages, I simply decline the invitation, and try to recommend other more suitable speakers for them. - Are they simply guessing what they think people want from a conference and therefore taking a chance they have got it right? Just because other conferences/ events do things one way with case studies, the same big brand keynotes ( thinly disguised as a sales pitch), Q&A panels etc, does that mean everyone has to do the same? Does it all have to be 'copy cat conferencing'?
[Devils advocate time - if there are no really good case studies or speakers with powerful stories to tell, should you even put a conference on in the first place? Just asking!]
Several years ago I took part in something radical that many people thought lunacy - an unconference run by Bill Boorman - TRULondon. No presentations, an element of randomness and a large dose of free speech. Sounded crazy at the time, but it actually worked well - why? - because the audience wanted to actively participate. They wanted to comment, share their experiences AND challenge the speakers (track leaders in unconference land). Two years on Bill obviously hit the right note, he now has 29 TRU events scheduled all over the world this year, with Paris and London next up in February.
While the TRU events are great, personally, I like to see conferences mixed up - some 'learning' from others and an unconference style, so the audience can interact with the speakers about the relevant subject matter. Where I have participated/attended in those type of events they have worked really well. What about you, what style do you like? - Do conference organisers even care if they successfully fill the auditorium and bank the cash? Cynical I know, but we are in a commercial world! The reality is there is big money to be made, in social media conferences. Is there anything wrong with getting a great venue, hiring charismatic and interesting speakers and giving people a great experience for the day, in return for a healthy entrance fee? Of course not - if there is perceived value and interest , demand will alway be there. But jumping on the social media bandwagon with a large email database to market an event to, isn't my idea of a good conference.
I have attended some excellent social media conferences over the last year, and I hope they will be as good this year. As I said at the start, I attend conferences to learn and to meet good people - I just hope that continues with the social media conferences I attend in 2012.
You have no doubt attended some social media conferences, what has been your experience with them? Why not share your experiences below - good and bad - and maybe they might just enlighten a few people considering a future social media conference!
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