Early reviews show a successful event. Mike Schaeffer wrote, “The 2014 edition [of xPotomac] brought it strong, with an array of presenters, that all told one major story: Success in communications and technology will be predominantly based on strategically taking advantage of opportunities in front of you.”
Monica added, “What I found interesting was the fact that none of the speakers used extemporaneous PowerPoints. Instead, they used handhelds with colorful mind maps to remind them where they were in their talk (kudos to Kathryn Garrett for first pointing this out via Twitter). The result was more eye contact and audience interaction than you typically get when speakers are stuck in a pre-personal computer = overhead transparencies paradigm.”
As you can see, people tweeted about the content throughout the conference. And tweet they did. xPotomac trended for 35 minutes on Friday making it the 68th most popular topic in the country that day, according to Trendinalia United States.
Official xPotomac influence partner Zoomph tallied more than 3100 tweets and Instagram updates with a reach of more than 20 million people were posted last week and through the weekend. Not bad for 100 people coming together for a few conversations. The above Zoomph word cloud shows the 50 most referenced words in all those tweets.
Who was the greatest influencer of them all? Tinu Abayomi-Paul rocked her smartphone and took the prize, says Zoomph.
Most folks said they had a lot of fun (including emcee Shana Glickfield, who photo bombed me), and enjoyed the conference more than last year’s. Further, it seems we’ve transcended the increasinly distant BlogPotomac series that served as a foundation for the current xPotomac.
xPotomac is coming back this February 28, 2014! Our opening keynotes this year are Robert Scoble and Shel Israel, who will discuss The Age of Context, and how the world of media is being dramatically impacted by social media, data, mobile and sensors (see Geoff Livingston’s interview with Robert for an in-depth look at this issue).
Tickets are on sale now. If you register by December 31, receive an rely bird 30% discount using this code, EARLYBIRD. Contact Geoff Livingston (geoff @ tenacity5.com) directly to discuss sponsorship.
I have been organizing this conference and its predecessor BlogPotomac since 2008, so it’s pretty cool to see it coming back. In its current iteration, I have help from xPotomac Patrick Ashamalla and Shonali Burke (thank you for joining me on this crazy adventure!).
Before I unveil our closing keynote and additional sessions, here’s what’s new about xPotomac 2014:
The day has changed from Monday to Friday, providing an easier escape for media and marketing wonks who want to attend.
Six sessions instead of eight, with an anticipated 3:30 exit. The intensity of the sessions makes eight a bit long, in our opinion. Plus, we want to enjoy everyone’s company at happy hour afterwards.
The location will change from the Source Theatre. Though a great venue, the room got a little hot. We are in negotiations for a new venue, and expect an announcement shortly.
Our closing keynote for xPotomac is Jim Long, a.k.a New Media Jim. Jim will lead a session on the rapidly changing world of video, and its implications for social networks and content creators. Currently, Jim is the Washington bureau videographer for NBC News.
Cox Digital Media Director of Social Media Integration and blogging pioneer Toby Bloomberg will join us from Atlanta. Toby will discuss her insights and perhaps an adventure or two based her work with over 70 TV, radio and newspapers properties in using social media as a catalyst to build stronger brand-to-audience relationships.
Nonprofit marketers Danielle Brigida, National Wildlife Federation, and Allyson Kapin, RAD Campaign will add insights into the nonprofit sector’s struggles with new media. They will engage in a conversation about what is working, what hasn’t worked, and why.
Our final two sessions focus on corporate adoption of advanced media and the native advertising debates. These speakers will be announced in January.
The reality of the situation is even from a simple brand reputation standpoint, it’s time to get your square and protect your brand integrity. The last thing you want is someone else owning your brand on Google+! What if it actually takes off? Or worse, what if an unforeseen blogodrama savages your brand reputation on Google+?
Beyond that, there is the very obvious search value of being on Google+. Pete Cashmore said it best, “Now those little +1 votes being cast around the Web are starting to change the order of Google’s search results, helping to keep Google in line with the social trend.” And if your content isn’t integrated with +1 technology, you are hurting your organic search possibilities.
In fact, Google is actively redeveloping its entire ecosystem to revolve around Google+, as Google Reader users can attest to. The only way to natively share outbound posts beyond email is Google. This integration is systematic, and we are seeing the next generation of the online behemoth evolve before our eyes.
From a strategic communications perspective, Google+ is real hit or miss. It is still an early adopter’s social network, with testosterone driven techies riding its ether waves. Most mainstream brands will find the network wanting. Further, if you want to market towards the “Mommy Tsunami,” the demographics are generally not skewed well.
But, all things in consideration, it is time to stop experimenting and at a minimum set up a business outpost on Google+. It may never beat Facebook, but Google+ is unlikely to fade into the night the way Buzz and Wave did. The last thing you want is to be caught with your pants down on a social network. Just like other networks, own your real estate, and take advantage of the search benefits Google+ has to offer.