May 3, 2012

Our Thoughts on The Internet Show Melbourne 2012

bwired just spent 2 days at the Internet Show Melbourne on April 30th and May 1st, and we met some great visitors and fellow exhibitors/speakers!

With such a large number of seminars, it was hard to get our heads around all that was on offer, but here is a summary of some of the ideas we shared at The Internet Show Melbourne 2012, including insights from our own speakers, Campbell Wilson and David Warwick.

Business Goals

An event like The Internet Show demonstrates the range of new platforms, tools, technologies (and agencies) that are available to all organisations, from SMEs to global corporations. Many trends and ideas were discussed at the show, including apps, social media, mobile, online retail, mobile commerce, video, digital advertising and content management; but how do we sort through all these options and invest in the right area for our business?

As Campbell Wilson said at his presentation, if you don’t have business goals when building a website or other online asset, you’re better off doing a letter drop in your local neighbourhood than succeeding on the web.

Likewise, if you’re activity on social media or any other online tool isn’t connected to a measureable business activity you wish to achieve, like promoting a new product or improving customer service, than it isn’t worth doing.

Work on your own business strategy before entering the web space or you will risk wasting time and money in areas that don’t deliver for your organisation.

Let the Data Guide You...

Once you have business goals you wish to achieve, those outcomes will guide your online activity and the channels you use. Here, analytics will not only determine where you should invest, such as where you target audience is, but also measure how well you are executing your business strategy in these channels.

...But Which Metrics to Measure?

Knowing what to measure is not an easy or common task for businesses. It’s not rocket science, but it does take hard work and some practice – including trial and error.

It’s ok to only measure a select number of metrics rather than spreading your time and resources too thin and trying to cover all your bases. Pick a select number of metrics that will measure a particular business activity and work on getting them right. Keep the other metrics on the backburner and plan to focus on them in the future.

The Future of Social Media

In his presentation on ‘Social Media, Where is it Headed’, David Warwick used the current social media trends of today to extrapolate where we’re headed in the future. Here are some examples of the points he made:

Authorship: A popular idea with more than few RTs from conference attendees on Twitter was the idea that people are giving up their privacy in favour of having influence on social media. In fact, the number of authors with influence online (e.g. blogs, social media) is tremendous – check out the image from David’s presentation about universal authorship!

Governance: SOPA may have been defeated temporarily, but the forces behind it are still in existence, and they’re improving their case.

Commercialisation: With the hundreds of social media platforms available (and this number is growing), the platforms are going to have to start making money and this will determine the future of social media in a big way. That could mean more ads, more ‘pay to play’ models, or more data extracted from our social media activity going to businesses.

These are only a few of the many ideas floating around The Internet Show Melbourne this year. We’d love to hear your thoughts about the show and what you got out of it – post a comment or connect on @bwired_group.

You’ll also find out presentations at

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