The Fetch Blog

Curated reads and events for professionals

Event Review: Chingwag Psych London — May 17, 2013

Event Review: Chingwag Psych London

On Thursday the 9th of May Damon Klotz from The Fetch Community Ambassador team in London went along to the Chinwag Psych event that was put on by Chinwag and hosted by Nesta.

Chinwag Psych was a one day conference that covers psychology, neuroscience and big data for business and marketing. The event gave me a chance to not only flex my brain muscles for a day but also check out a new part of London having only been working in the city for a couple of weeks.

Using my trusty London City Mapper App (a must for any tourist or newbie Londoner) I set off towards Chancery Lane. As good as the app was at getting me to the right area I still managed to walk around in circles trying to find the building, but I did so with a determined look upon my face that said I know exactly where I’m going and I meant to walk up and down the same street twice.

After finally finding the right building I navigated my way to the all important row of seats near the power points, crucial for any prolific tweeters or bloggers in the audience. I was looking forward to being a member of the audience. Sitting back and listening, I enjoyed not dealing with the pressure of being the speaker.

Chingwag impressively fit 15 speaker sessions into the one-day conference, so I had my laptop out ready for the inevitable information overload.

The conference was split into four sections: approach, optimize, predict & behave. Rather than trying to summarise every single speaker I’m going to highlight some of the key takeaways from each of the sessions including links to some of the really useful slideshares.

–        Natalie Nahai spoke about the art of persuasion to selling more online and had a handy hint for how to get around the fact that The British don’t like tooting their own horn “Greying out the overt sales message on your website is a way to keep the copy there but make it less brash!”

–        Craig Sullivan boldly told us to shut up and listen. Listen some more. Ask good questions. Repeat. He had everyone engaged and snapping photos of his slides where he taught us how to practically apply psychological insights, customer feedback, behavioural and analytics testing to split testing. Nothing I write will do his talk justice so all I will say is his slideshare is a goldmine of information that you should definitely have a look at.

–        Stephen Haggard & David Stillwell spoke about their research that was picked up by news publications around the world  that argued they can predict future behavior and determine your sexuality, political leanings and intelligence just based on your facebook likes. It was fair to say that everyone in the crowd was enthralled but also a little on edge and double-checking their facebook security settings!

–        Cat Jones from Unruly Media spoke about the science of sharing videos online. She raised some interesting points such as the fact that you can’t predict sharing, the average share rate of a video is only 4%, 2013 will see the rise of the prankvert due to no major events to jump on the back of in 2013 & that 25% of all shares happen in the first three days.

–        Daniel Bennett & Marina Clement from Ogilvy Change, the behavioral science practice of Ogilvy, finished the day off with their case study on how they significantly increased subscriptions to The Times. This case study successfully applied many of the techniques that were spoken about during the day. They used four nudges of psychological pricing, choice overload, superiority bias and setting defaults to provide a return of £1:£257.

I left the event feeling more exhausted and brain dead then I usually do when I am the one up on stage. So much to absorb in a short space of time, luckily I could look back at the hashtag for the event and the slideshares from the presenters to go back over it all. My biggest takeaway was that there are lots of ways that we can optimize our websites and blogs that will help engage, persuade & sell. Optimising requires constant analysis and given the amount of data that we now have available, there is no excuse to not be listening to our audience and constantly tweaking our sites to get the best from them.

All of the presentations from throughout the day can be found here.

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About our Ambassador // This article was contributed by Community Ambassador Damon Klotz. Damon splits his time between being an intrepreneur by day at Ramsay Health Care, where he heads up Digital Strategy. He also cofounded a men’s mental health campaign, Soften The Fck Up, and blogs about the application of digital tools in business and the start up world.

Event Review: Wired 2012 — November 11, 2012

Event Review: Wired 2012

Good Tech For Good Life.

If there is anything that immediately pops in your head when you think Wired [apart from handsome dads] that’s good tech. Wired is by far more than just a magazine. Right now it’s a lifestyle and a mindset, the place where the creme de la creme in tech resides and probably the single most influential curator bringing science to the geek masses.

Now take Wired’s most influential voices from the past 12 months and put them in the same room to discuss the future of the world. What you get are two days filled with conversations set to define tomorrow’s framework in technology, art and lifehacking. Top that with London’s hot creative heads and the final outcome can only consist of 48h of idea sharing bound to change your life as I’m typing. Welcome to Wired 2012.

As expected, there were some incredible speakers up on the stage. From business to music to data to art, there was an almost perfect combination between ambitious versus actionable ideas. The agenda (below) touched on subjects that influence the world as we are experiencing it today and you could not help but leave inspired to improve yourself and everything else around you as a result.

  • Rethink What You See
  • Re-designing the Non-Profit
  • The New Rules of Business
  • The Unfinished Social Revolution
  • Build a Social Business
  • The Future as Seen From the Lab I & II
  • The Power of Data
  • The Future of the City
  • Cyberwar
  • At the Creative Edge
  • Problem Solving Technology
  • Hackers and Makers

The Little Printer
It truly felt like a live edition of the magazine. But better.
Mainly because of the food. But also because of the gadget display which you could play with during the breaks. The stars of the show include the Carbon Fibre Bike by Rizoma, a delight both to the eye and the feet; the Data Necklace by Stef Lewandowski, an experiment in wearable data visualisation; the Little Printer by BergCloud which I’ve been dying to buy ever since the first announcement came out and plenty more.
MakerBot Replicator 2

My personal favourite by far was the MakerBot Replicator2, the latest in 3D desktop printing. There is something insanely attractive about being able to make things on your own and 3D printing has now brought the idea to a whole new level. The device is using something called PLA which is a renewable bio-plastic that allows you to make anything from household objects to jewellry.

At the end of the day I left The Old Truman Brewery happy that I managed to snatch my very own 3D printed Wired logo that is now nicely attached to my keychain. Having shaken hands with Lady Gaga’s manager and Natascha McElhone helped with satisfaction levels too. Big like.

Written by Andreea Magdalina, Community Ambassador in London. Community Manager @enternships/@mixcloud & yogurt addict. Follow her on Twitter @trrpaipai

Event Review: What I learnt at SMX Sydney — May 29, 2012

Event Review: What I learnt at SMX Sydney

This is an event review by David Iwanow from Search Marketing Expo in Sydney – an event about all things search that took place a few weeks ago. 

Having spent most of last week sitting in the Sofitel at SMX Sydney learning about what is changing or maturing in digital marketing, I had a few insights on what is working and what is not. The conference had a large number of international speakers from the US, which is great as any changes in social, SEO or PPC are first launched overseas – sometimes a few years before we see them in Australia. I did notice how Australian conferences/events are different to similar events overseas and here are some insights on what I saw.

Social Sharing

People like short hashtags and consistency, the official conference hashtag for Twitter was #omxsydney12 but the one that I found easily to use and more popular was the #SMX one. Compared to US/UK conferences/events, I’ve found the social activity is much lower in Australia and often non-existent during smaller events.

So the tip is to make sure your hashtags are short and easy to remember but also that they are regularly promoted between speakers and during the conference venue to increase attendee adoption of them. Also look at encouraging attendees via rewards. This could be for those who tweeted the most conference images, uploaded the most videos or became Foursquare mayor of the conference venue during the week. You want as much social activity as possible happening during your conferences/events so people know how much they missed out on by not being there.

Social Checkins

The conference session was filled with a number of industry people who are heavy users of Foursquare and Facebook Places but found a very small percentage of attendees were using these platforms regularly. There is also lower use of social checkins by international speakers who may not see the data roaming charges of $5/MB as worth it. The insight is to encourage attendees to use social checkin services and offer rewards as it spreads the reach of your conference/event but also encourages networking outside of official events during the conference.

WiFi Access

This is something about a large number of power boards that is expected by attendees – with SMX also having little or no issues with WiFi access at the venue. The only item learnt was that some venues need to examine how they provide access as bandwidth can be quickly consumed by a room full of people sharing and broadcasting via multiple social platforms. The insight is to ensure your conference/event venue has enough capacity to deal with every attendee being on more than one device at a time, the one area not to cut corners is WiFi if you want attendees to stay happy.

Networking Events

The best insights and discussions often happen once the day has ended over a cold beer when both the attendees and presenters have a chance to unwind and can have more off the record discussions. There is less of a concern that every statement will be instantly tweeted or blogged when the person they are speaking to has a drink in one hand and a handful of chips in the other. If you are attending conferences you need to ensure that you make time to visit one or two of the after-hours networking events if you want to get the most out of your time there. There also needs to be a suitable mix of events that are suitable for attendees who are not drinking but also those who like to let their hair down and run wild.

Presentation Decks

The key part is that most presenters are more willing to share links to their slide decks but you also want to ensure you are ready to jot down notes as some of the best insights come from responses to audience questions or jabs back at other speakers. There are an increasing number of presenters using platforms like SlideShare but still a majority of them still only share links to their decks on their personal websites.

Be Positive and Introduce Others

The biggest insight I got this time was just how many people may not know each other just because you have connections in common. Take a few minutes out to make sure that you introduce people when you are hanging with but also take an extra step and make some one-on-one introductions to key people within the industry that should know each other. I believe the days of hoarding connections at conferences and not disclosing how you know each other is slowing dying off as people can easily see your social connections and there is more value in making stronger connections.

Promotion of Events/Conferences

No matter what you budget is there are always people in your target market who managed to miss the news or fail to book far enough ahead so they are able to take time away from work to attend. The key insight here is to encourage organisers of local meetup groups, industry evangelists and strong networkers to help you promote the upcoming events. The benefit is personal referrals and recommendations to attend an event hold much more weight than a bulk email newsletter broadcast out to your previous attendees.

Stay on Top of Events

There are a number of easy ways to keep ahead of trends such as subscribing to The Fetch, Twitter Hashtags, Linkedin Groups and dynamic options like a Twitter list of popular speakers in your industry. So if you are attending or planning an upcoming conference, I hope this list gives you some insights on how to make sure it’s a success and the attendees get the most out of it. Also if you are attending a conference take a few minutes out to tweet/share something of insight from the conference as a thank you for all their hardwork that went into delivering the conference.

About our Ambassador:  About our Ambassador David Iwanow: David can be found working as a SEO Product Manager for and in Amsterdam. He is an avid traveler and publishes on TravelNetwork but he is also one of the folks behind the monthly SEO Meetups, which have almost 2,000 members across Brisbane, Sydney, Melbourne and Adelaide. You can also find him on TwitterFacebook and Google+.

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