Event Recap: Sysomos Summit London 2018

Lance Concannon Lance Concannon, Marketing Director, Europe

On 24th April 2018 Sysomos returned to the historic BAFTA venue in London for it’s second UK Summitevent. We’ve held several US and UK Summits over the past couple of years, but this one was special; this time we opened the day by announcing our acquisition by media intelligence provider, Meltwater. You can read more about this major announcement here.

Once this big news was out of the way, it was business as usual for the Sysomos Summit, with a great line-up of speakers and panelists sharing their expertise and experience in social data with an audience of nearly 200 social marketing professionals.

Data, Strategy, and Content – Oh My!
Jay Maldonado, Senior Manager of Social Media, MailChimp
Brooke Hatfield, Social Media Associate, MailChimp
MailChimp’s social media specialists kicked off the day with a great case study on how the world-conquering email marketing platform uses Sysomos to curate data, identify insights and build marketing strategies that lead to higher engagement and improved customer support.

From Gut-Decision to Data Driven: The Evolution of Social Insights at WWE
Elizabeth Motta, Director, Talent & Brand Data Analytics, World Wrestling Entertainment
With 850 million social media followers around the world, billions of video views annually, live television shows trending on Twitter 52 weeks a year and thousands of posts on social media monthly, it’s easy to forget that “followers” was often the most valuable social metric only five years ago.  In her presentation, Elizabeth shared how WWE has embraced the power of social insights to become the social, digital and data powerhouse it is today.

Adventuring Into Digital Experiences for Bear Grylls
Hannah Newbould, Social Media Manager, Outpost UK
Chris Wilcock, Creative Director, Outpost UK
Manchester based digital agency, Outpost UK presented a case study on how they created an online digital community for Bear Grylls through a community driven campaign called The Adventurers, aimed to engage his followers and fans across all of his social media using user-generated content.

Panel Discussion – Building Brand Love: Social CX Strategies
Mylene Vellay, Digital Account Manager, CCA International
David Espeso, Global Lead Business Strategy, Findasense
Timothy Compton, Social Media Manager, Affinity Water
Moderator: Lance Concannon, Director of Marketing, Sysomos
Our first panel was a lively discussion on social customer experience strategies, with an eclectic mix of ideas and approaches on how to build better customer relationships through social. In this session, we explored emerging customer experience themes for both B2B and B2C companies and discussed the real-life applications of personalization, social data, mobile apps, AR/VR and other innovations.

Use Social Listening to Improve Your Communications
Chloe Partikas, Social Media Director, Ogilvy Healthworld
Rich Evans, Senior Digital Strategist, Ogilvy Healthworld
Chloe and Rich from Ogilvy Healthworld gave an engaging and practical presentation on how you can undertake social listening to inform the language you use to communicate with your key audiences. The presentation included examples from real campaigns, such as understanding the language mums use on mumsnet when talking about breast feeding, and how the diabetes community talk about their conditions.

Panel Discussion: Turning Social Data Into Action
Jo Eden, Senior Social Media Executive, British Heart Foundation
Allen Hull, Client Strategy Director, 1000 Heads
Jaime Merchan, Head Analytics, UM International
Moderator: Anne-Sophie Pereira, Senior Customer Success Account Manager, Sysomos
Our second panel discussion was just as lively as the first, providing a real deep dive into how brands can go beyond simply collecting social data and generate insights that help drive genuine business value. The panel shared their views on how best to use social data to inform decision making, and how to ensure insights are turned into action.

The Need for Empathy in Data and AI
Phil Harvey, Data Philosopher, Microsoft
The presentations were brought to a close by an entertaining and thought provoking talk on the importance of empathy when working with data, and how being more empathetic can help drive business success. This session left everybody thinking about social data in a slightly different way, and certainly sparked a few interesting conversations at the following drinks reception.

After the presentations were over we finished off a fantastic day with a drinks reception, and no day at BAFTA would be complete without a photo opportunity…