As part of the SMCAKL team and a social media strategist, I pitched the idea of showcasing how New Zealand businesses leverage social media for financial growth. Business owners frequently ask about social media’s potential to grow their enterprises, making this topic consistently relevant in the small business space.
The Event
The June 17 gathering attracted over 300 registrations — the highest attendance since SMCAKL’s inception, comparable to their Google Glass event years prior. The Social Marketplace featured four panelists: Ken Brickley (Buddy Bid), Makaia Carr (MotivateMe NZ), Wendy Thompson (Socialites), and Alex Mackrill (GrabOne).
A segment called “New Shiny Thing” introduced Sarah Evans discussing Semble, a mobile payment application encouraging smartphone-based transactions. The event sponsors included The Online Business Academy, which donated two complimentary passes to that year’s Social Media Conference.
Key Discussion Topics
Social Savings vs. Sales
Panelists indicated social media functions as both. Using data to identify prospects and re-engage existing customers drives conversions. Ken Brickley noted that “the wine sector has seen 80% of sales are from ‘Buy Now’ buttons in social.”
Successful Campaigns
Wendy Thompson described a Mitre 10 campaign using video and photos with Facebook advertising. A three-week rug selection contest generated “a 45% increase in rug sales across all stores.”
Makaia Carr’s Facebook-native business maintains 1,700 active paying members with an 80% annual retention rate.
Platform Dominance
Panelists agreed Facebook remains king despite declining organic reach. However, Instagram, Pinterest, and emerging commerce features on messaging apps represent growing opportunities.
Future of Social Commerce
Chat applications increasingly facilitate transactions internationally. Ken cautioned that such approaches work within close networks but face challenges scaling broadly. Wendy suggested commerce innovations — potentially eye-tracking technology — will emerge within five years.
Conclusion
The event generated substantial media coverage and positive responses, with attendees publishing detailed blog posts about the discussions. The SMCAKL team credited sponsors and community members for supporting the successful gathering.