Left with big questions. Came back with huge answers I could only dream of. - Takeaways from the Social Media Industry's biggest conference #SMMW20

Ready. The world needs us to show up. Today.

​When I left for Social Media Marketing World to attend the industry's most prominent, and probably one of the last conferences of this scale for this year, I intuitively felt that it will be a significantly different experience to the ones I attended before.

Why? Because it coincided with a time when I was beginning to shift focus. It started some months ago. I decided to pause, and look at things that really make my heart tick, to look at things that really matter. I decided to set off on a new journey, and traveling to San Diego was part of it. I went there to ask big questions, and find even bigger answers.

And then, the world entered a new phase. ​The timing couldn't have been better, ever! Never a more exciting and empowering moment to dive deep! ​The unprecedented global situation has prompted others, too, to ask big questions. And I, also, continued on this journey. We are becoming part of a big puzzle. Together.

I wanted to write about my takeaways right after the conference, as I usually would do. But the moment wasn't right. I was distracted and tempted trying to answer some burning questions in me, and often triggered and challenged by factors I could not control. A much needed and extended pause. I'm happy I waited till now. The time is right now to share.

Here is what I learned from the conference, and looking back now, what it gave me to prepare for these special times and everything ahead.

​A bit of context here:

For those of you who are not familiar with it, SMMW is considered one of the, if not the biggest events in the Social Media "scene". It has grown into an international conference with thousands of participants traveling from a diverse range of regions and countries to learn from the best of the best.
​
​Marketers, influencers, consultants and those interested in Social Media come together, often returning year by year, to get inspired by the renowned and some of the best strategists, experts. To connect and exchange insights with like-minded people & professionals. The amount of knowledge there is amazing. The power of networking, even more. 

Team New Zealand, with Jenny Latto & Roslyn Ryan

The European connection, with Mieke Langenhuizen from The Netherlands

With colleagues from Latin America & with a Latin heart :)

Carrying on with what we started 3 years ago, with D.P. Knudten

​
​​It was my third time this year. The trip is always a highlight of my professional agenda. When the plane takes off in New Zealand, and I cross the International Date Line and arrive to the USA, I literally fly from the future back to the past (in time zones) to learn about what the future of Social Media Marketing holds for us all. What a paradox, isn't it?  

But this year, I felt very strange. Absolutely unsure of the purpose of my visit and if it is even worth it. I knew I will learn a lot and enjoy my time, but I was afraid I will be disappointed and will not find what I really wanted.

A change in focus:

During the past few months, my focus started shifting, and I came to realise that Social Media Marketing in its traditional sense is not that exciting for me anymore, in itself. It is, yes, a tool, but it is not what truly makes my heart tick. I started to consciously look for a much more depth to it - it's Social Media and way beyond. 

The way beyond has defined my business ever since I launched it, I intuitively knew it, hence the name of my business, but I wasn't quiet sure what the beyond will evolve into. I just started getting the feel of this. The feeling of tapping into the "beyond" terrifies me and excites me at the same time. Why? Because I really have to be honest... with myself. And that, my friends, is often scary as...

I had no doubts I will learn a lot of new tips & tricks and get lots of insights about the newest marketing trends & business strategies in San Diego - I always do. But I feared it will not be enough for me anymore. That it will not satisfy my needs.

Funny as it is, it was not really Social Media Marketing that I was interested about anymore. This felt like just scratching the surface...

What really interested me is finding out how can Social Media be used as a tool for self growth and development. To help express. Connect. And feel whole.

This was something that has been big along my own journey since the inception of my business and since I started my work in this field.

This was something that has started to gain much more momentum with the clients I worked with in the past period, and we could all notice its effects on our work together.

And this was something that I could get really and truly excited about because of the depth and the enormous opportunities for transformation and fulfilment that I could see come with it.

​So, question of the day:

Was this conference going to give me any insight on this? Will I find my way in the jungle of marketing strategies and sales tactics that quiet often don't feel like things I can relate to that much? I wanted to find more depth. I wanted to be honest and real. First and foremost, with myself.

I asked the questions, and the answers were delivered. Therefore the magic happened. I found a piece of insight in every single presentation and keynote I went to. It was amazing.

Here are my top takeaways, with my favourite pics, at a timing more relevant than ever. Connected to Social Media Marketing, yet absolutely not.

At a time when I am becoming eager to accept the quest and go on my "Hero's Journey" - a big shout out here to Park Howell, forever grateful for all the learnings, methods and inspiration you taught me. Right now, using it and working on this story, with your new workbook... :)

So, here are THE takeaways!

• Takeaway #1.

The #1 barrier to innovation is not having time to think. This solid sentence came from Duncan Wardle, keynote speaker on design thinking and innovation, former Head of Innovation and Creativity at Disney; along with another gem: trust your intuition and allow creativity to flow.

I found if I allow myself time to reflect, think, and even more - feel and follow my intuition, I can tap into something really powerful. It hasn't been an easy process, as I used to love to "get busy" - I have just recently learned it was a great distraction. Now I am more conscious of it, but I still find it often requires a lot of compassion and letting go.

​This reminder couldn't have come at a better time. These special times in the past few weeks forced me physically and emotionally into situations where I had to seriously shift focus and let things go, and with this process, I could allow myself to concentrate on things that needed attention - I was just distracted unconsciously.

​This special time forces me to "have time" or have time in different ways I was used to or liked to or wanted to in my everydays. I processed a multitude of emotions, including anger, sadness, grief, and then I had to come to terms with myself. See the Soul Social series, I wrote more about this topic here. 

What do I choose to do with this time? Up to me. My choice. I can tell you, it is powerful. I know I am now preparing for the innovation. First, clean up. Then a renewing me phase. With a lot of creativity involved.

More takeaways from Duncan's session here. 

Side note: I loved the way Duncan came off the stage and took time to cruise around the rows, walk next to the audience and involve us - I felt he came down to our level, it was real and approachable. Loved it. No one else used this space like that - so simple, yet so "bonding". Time well spent off stage, too! :)

---

• Takeaway #2.

Diving deep and knowing yourself. Crucial. But let's take it a step forward. Can you finish the sentence: "Only we"... Keynote speaker, best-selling author and business strategist Mark W. Schaefer​ nailed it. He always goes to the core in his presentations, this is why his workshop was one of the sessions I definitely wanted to attend and was so looking forward to. As always, it stroke so many cords!

If  you don't know why you stand out, what's your story, why do people love you, why they keep coming back to you, and basically who you are, you are missing out on something big. You don't have a strategy. 

Why would people spend their precious time and attention on you, with you? Why would they trust you? Why would they hang out with you? The presentation was called "War for Attention". Yes, there is a fight amidst the noise. It's noisy out there. It is getting even noisier now, as everything is shifting focus more than ever to online. Earning trust, attention, and conversations can't be taken for granted. 

And it won't feel real, for your audience, if you act like you are a grape lollipop. Pretending to be a grape, but really being a lollipop. 

This sentence hit hard. I actually realised at this moment I was a grape. But I was pretending to be a lollipop. It suddenly didn't feel real anymore. The time has come to be even more real with myself and own my own grapeness :) The journey continues... 

I wrote more about my takeaways from Mark's sessions here. ​​

Side note: Mark published a full blog post about his presentation. Full of gems and great humour, I really think you would love to read it if you are here. One of the best human marketers I have ever known. Read his post here and get inspired. And read his book Known if you like to ask some big questions! It definitely ranks as one of my favourite books :)

With Mark W. Schaefer and my dedicated copy of his best-selling book, Known

---

• ​Takeaway #3.

​
Everything has its time. It might be the time now to Slow Down To Speed Up. Touché. The essence of WSJ best-selling author Ann Handley's keynote speech. Time to take a moment here again and pause. So, what value can we bring to our customers? Who are the customers? And who are we?

We are living in a time where the opportunity is really here to reflect. So we can tell a bigger story. Not in size, but perhaps, in depth?

The lockdown helped me continue on a journey I chose to voluntarily go on some months ago. I thought I was ready to speed up again, but thanks to this global unprecedented situation, I had no other choice than to continue on this path, and slow down even more. I felt forced into it at some stage, but again, the learning came as soon as I started to let things go. Everything has it's time, once we are ready for it :) I'm so happy I was prepared and could enjoy the slow down from yet another angle.

With Ann Handley after her fantastic closing keynote speech at #SMMW20

---

• Takeaway #4.

If you can make your viewers laugh, cry or go "ohhh", there will be more engagement. This sentence came from Top Facebook Marketing Expert, Mari Smith, and the essence of this for me was relatability. On an emotional level. Quiet a big topic again. 

It brought up questions what makes me relate to people and brands, - btw I follow Mari for her practical tips: always up to date and brilliant, and because she always makes me smile. :)

And taking it even further: what makes me able to relate to myself, too. 

If I can relate to myself, I can understand myself. If I can understand myself, I can feel connected to myself. If I am connected to myself, I can come from a place where I am not driven by chasing needs that are not fulfilled from within. I am not driven by wanting external feedback, appreciation or the need to be seen, the need to perform. I am just bringing myself to the world. And people respond to it on a deeper level. Right away.

What if I could be in that space more? What do I need to do to achieve this goal? What if more marketers and brands could come from such a place of connectedness? The opportunity to ask these questions and take action is here, now, more than ever.

Side note: Mari mentioned a very poignant statistics, namely how people touch their phones 2600x a day. That's A LOT! I don't know about you, but my phone is big part of my life. I have to be very conscious and vigilant so it doesn't become THE biggest part in my and my family's life. Unfortunately I found it has very many disconnecting effects. It does drain energy, and so does scrolling purposelessly on the social media feeds. Something to be mindful of.  ​

---

• Takeaway #5.

This takes me to my final point. 2020 is the year of video. And even more, it can, or not, be the year of showing up.

I was fascinated by hearing the sometimes incredible numbers mentioned at the conference by various speakers, like for example how many hours of video is uploaded every minute to YouTube (300!), the 24% growth of video industry in a year, that by 2024 there will be 1 billion people paying for streaming of live video, the topics around 5G, the innovative ways Tesla is bringing a theatre experience to the cars while driving... these were some of the examples that all confirmed - video is big, and it is becoming bigger than ever.

What this means is there is a huge opportunity. Founder of the SMMW conference - Michael Stelzner's thought-provoking sessions went much more in depth about highlighting these opportunities.

And those who will use it will have a chance to leverage it. Video is an incredible way to show ourselves and establish relationships and trust. Instantly. Only a screen separates us from our audience. They can see us, hear us, read our body language, and those sensitive to it might even feel the energies come through. Almost really real. Ok, no smells and hugs yet through video, but we are getting more & more innovative here, too.

So video - everyone can use it. But as Michael said, not everyone can do it well. This was like that in 2019, and will be like that in the years to come, too.

What I mean here - putting yourself out there, owning yourself, finding your voice, being brave to be real and genuine and get over yourself is not always a given. It's usually a process. For some, it comes naturally. For some, it comes with time and work. For some, they can never truly tap into themselves, or want to, or able to. 

And for some, the tool is not going to be video to show up. Ever. But they will equally be able to show up and bring their skills, knowledge, and unique experience to share with the world, with the help of other tools.

Up to me to tap into it. And up to you, too. Happily, there are some amazing people out there who can help with that. I can offer my hand and walk with and along others by bringing and sharing my experience from walking the talk, and equally, I can look for others to help me in my process to go forward on the "unknown territory" that is yet to be discovered.  

This brings me to my Conclusions:

What matters here is that Social Media, right here, right now, offers an opportunity to tap into what really matters. The timing, again, I feel is more crucial than ever. It can help prompt questions that go way deeper than we would think. Finding answers and feelings that go way deeper than we would ever dream.

So we can come out on the other side, much stronger, more confident, connected, and more at peace with who we really are, what we really care for, how we would like to contribute to this world, and what truly matters.

**************************************

​P.S.: I filmed this video in San Diego, just before the closing of the 3 day conference, feeling the wind of change already in me, finding its way, finding the words to articulate it.

When I look back now, what a journey it's been, especially the past few weeks. I'm grateful for time, that I could slow down, that I could reflect, follow my intuition, pick up the thing that scares me the most and find answers within. So I can move on. So I can bring myself fully to this world.

This is just the beginning... I hope we will meet again, whatever your journey!

Click on this pic to watch the video

---

*** Forever grateful for this conference, the organisers, amazing speakers, colleagues and friends who inspired me on this journey. Here are some more photos with some special people.

And some more:

​I took away a lot of practical tips & strategies, of course, too, about Social Media Marketing - some of which I shared in this podcast episode interviewed by the lovely Sania Khiljee, a fellow colleague with whom we met some years ago - surprise, at Social Media Marketing World. She couldn't make it this year so she asked me to share my takeaways.

​If you would like to hear more about these more industry related insights, please tune in here:

---

And if you want even more: check out the conference for yourself, tune in to the sessions that inspired me, too, and learn from the best. :)

I have affiliate links (*if you purchase through the link, I can get a commission for it, and I'll appreciate your support if you do) through which you can access everything recorded.

• All the sessions and keynotes from 2020 as a virtual ticket, for you to look back, learn and enjoy, anytime & anywhere, here. ​
• You can also grab your ticket now & save big time for next year's conference here, and we shall see each other #IRL in San Diego in 2021! :)

If this is something you've been looking for, I highly recommend it, this is why I keep going back myself!

---

And, finally, thanks for your presence and being here, now. :) Hope this post inspired you in a way, maybe to ask some questions or reflect on something? I would love to hear your thoughts - if you are drawn to it, please share. 

I wish us all a good journey! We are ready. For what we are. :)

Just let's ask the question: what is truly possible?