Roger Kondrat is the Principal & Founder of West17Media, a social media marketing firm. In October, Kondrat and West17Media announced the first Social Media Innovation Summit (#smis on Twitter). At first glance, this looks like just another typical social media conference; however, Kondrat insists this one is different. Here's why: WRPR: West17Media has designed SMIS to target the senior level managers and practitioners - what was the inspiration behind that?
RK: It seems every other day there are new books, workshops and conferences on Twitter, Facebook, Linkedin, etc. Always they bring together top experts to talk 'tactics' and yet oddly when we (West17Media) speak with clients and prospects their concerns are not purely tactical. In fact often they are mostly strategic, they want to know what has changed about how they do business, can they measure ROI, what does accountable marketing look like online, who do they need to give training to and for what tools, platforms, etc.
No one seems to be addressing these questions, so having a large format event will allow us to answer those questions enmass, while showcasing the talented professionals available locally in Calgary.
SMIS features a range of speakers, from SEO and analytics to PR to market research. How did you choose which topics would be covered and which speakers to engage?
I thought about those same conversations I had with peers like Brian Singh, Lyn Cadence and Manoj Jasra regarding their experiences and we discussed at great length whom our target audience would be and what they needed to hear to answer those tough questions.
I thought about those same conversations I had with peers like Brian Singh, Lyn Cadence and Manoj Jasra regarding their experiences and we discussed at great length whom our target audience would be and what they needed to hear to answer those tough questions.
Remember our topics are not 'how to tweet' but why, when and how to integrate social media into existing practice. This we hope will support those senior decision markers and strategists within marketing and communication departments, that we expect to attend.
What do you find is the biggest misconception about social media, and what is the most common mistake you see practitioners making?
The biggest misconception is that social media is cheap/free and that it is just for promoting brands, not for generating sales. The most common mistake by far is ignoring existing marketing practice. Marketing knowledge and experience is rich and ignoring it is a big mistake. My next is a personal pet peeve and that is practitioners who don't make every effort to measure their work/campaigns - "It is about the Conversation… Not ROI silly. Huh?".
You obviously believe in the power of social media, as you've built a business around it. What aspect of social media intrigues you the most, and why?
I think the dynamic nature of social media is the most exciting. Success and great success can happen in a blink of an eye. Watching a topic on Twitter (for example) trend up or down is like watching waves rise and fall. It is a powerful thing to behold and something we should all respect for the impact of the social web can be dramatic on clients. I also love the fact that a hugely contested issue can be put (mostly) to bed with social media and that is 'accountable marketing'. Marketers using social media can now measure far more than ever before and because of that they can represent their work to CEOs and CFOs in a way few could have imagined just 5 years ago. That fills me with a great deal of passion for our work.
How do you see social media evolving in the next five to 10 years?
I see social media disappearing in 5-10 years. Like 'dynamic' websites, social media is just the next iteration of the web and therefore will become part of the Internet standard in 5-10 years.
I see social media disappearing in 5-10 years. Like 'dynamic' websites, social media is just the next iteration of the web and therefore will become part of the Internet standard in 5-10 years.
What is the most important message you want to SMIS delegates to leave with?
Social media is amazing, it is powerful, it is accountable, and it is seriously impacting my business whether I realized it or not. Now I have some ideas on how to evolve my department/company to accommodate this new paradigm.
On the website, you mention that Calgary is the first city to host SMIS. Do you have plans for future conferences and, if so, can you share some hints?
We have very big plans. Calgary is our home town so we wanted everyone here to get a first look at what we are developing. In 2010 expect us to tour through most of Canada.
We have very big plans. Calgary is our home town so we wanted everyone here to get a first look at what we are developing. In 2010 expect us to tour through most of Canada.
For more information and tickets, visit the SMIS website. Use the discount code 'WildRosePR', and get $50 off the ticket price. But hurry, this offer is only available to the first 10 readers and only until November 6.
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