Q&A with Mike Morrison, SocialNext

It’s an interesting time in live events. Conferences are turning introspective, questioning the value of traditional programming (i.e. keynote-heavy), while sponsors tighten their belts.

As we head into marketing conference season in Toronto, we thought there’s no better person to ask about live marketing events trends than Mike Morrison, who’s been in the business of nearly a decade as the organizer of SocialEast, SocialWest, SocialPacific and SocialNext.

More events are branding themselves as “unconferences” and moving away from the speaker-led format. What is the value of hearing a live speaker on stage, when there are so many other ways to learn?

You know, even with all the cool ‘unconference’ stuff happening, there’s something special about a great speaker on stage. It’s more personal, more engaging…like a good story that draws you in. Digital stuff is great, but it can’t quite replace that feeling of shared ideas and the energy you get from a crowd reacting in real time. Live speakers make you think in new ways.

And that’s something we take seriously at SocialNext. We’re not about having speakers up there just to push their products. We actually pay our speakers, or if they prefer, donate to a charity of their choice. That’s very rare in events, but it has allowed us to build a reputation for being a place where you learn from your peers, and that focus carries through to the insights our speakers share.

Times are tough for sponsorships right now. What do industry events provide that other channels don’t? Or, are they just another marketing touchpoint for brands?

I’d say getting sponsors is definitely different these days.  The brands and companies we work with are looking for real connections, and only events can bring you face to face with your potential audience. But events still offer something unique – they’re about building relationships in a way that ads or social media can’t. It’s showing people your brand up close, having real conversations…that stuff sticks with people longer. It’s about showing you’re part of the community

AI in marketing: colossal topic, so little time. What are you prioritising in your own learning when it comes to AI? Where has AI proven most helpful within your business’s marketing?

AI’s got so much potential in marketing, it’s crazy. Right now, I’m really focused on how it can personalize stuff and help us predict what customers want. Honestly, it’s about knowing people better so we can do a better job for them. The data analysis side is a game-changer – saves time and makes things like email campaigns and sponsorship way more effective.

You used to interview businesses regularly on your blog and had a podcast about entrepreneurship. How would you rate Toronto for its entrepreneurialism? 

Our events started with SocialWest in Calgary, which is now the largest gathering for marketers in Canada. We then added Halifax, Vancouver and now we’re coming to Toronto. I joke that we went in the reverse order of expansion. Most companies start in Toronto and grow out from there. We weren’t avoiding Toronto, but we were certain there were already enough events like ours there, that we wanted to try different places. But with every event, came the feedback that we needed to bring our type of event to Toronto because it turns out there wasn’t anything like it. The response from attendees has truly been unexpected and something we’re really proud of. 

What are you most excited about for the April 25th event?

Honestly, it’s the people that get me stoked about this event. I love meeting others in the industry, finding out what everyone’s working on…that’s where you get the best ideas. And those interactive sessions? That’s where we can all learn from each other, the good and the bad. It’s kind of a boost for the whole year, you know?”