Q&A with John Armah, Commercial Director at Betapond

Social Media Week

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

Betapond are generously supporting Social Media Week London as a City Supporting Sponsor.

Betapond is a Facebook marketing technology company. They make applications that are social by design for global brands that live in the real world. Betapond are recognised experts at helping brands inspire their consumers to share stories of real world experiences in social media. Their team’s heritage in product engineering means we tend to think beyond the next campaign to social products of lasting value. Betapond is a Facebook Preferred Marketing Developer whose clients include M&S, Unilever, Intel, Avis, Red Bull, Tourism Ireland, The Met Office, Paddy Power.

We talked to Betapond’s Commercial Director, John Armah about their involvement with Social Media Week, their plans and the future of social media.

Q1. Tell us about your background with Betapond and what the organisation’s major goals are for 2012/13?

I joined Betapond earlier this year after more than 10 years working in digital and social including the sales and commercial director role at FT.com and another social media startup. Over the next 12 months we’re building up our Facebook app development services business in Europe and we want to help educate the market about how brands can get the most out of the Facebook platform.

Q2. When and why did Betapond first get involved with SMWLDN?

We’ve always thought SMWLDN is a fantastic event. The digital and social calendar gets pretty congested but SMWLDN attracts some of the smartest, most engaged panelists and participants. We spoke at our first event in February 2011 and we participated in events earlier this year. We decided to sponsor this September’s SMWLDN because helping to spark real conversations around Facebook and other platforms is the best way to spark debate. Social media and Facebook in particular are serious business channels. SMWLDN is the right place to get brands thinking about how to move beyond Likes and get focused on real, long-term engagement.

Q3. What is a major trend you see emerging in the social media space?

2012 is the year social media grew up. We see brands going beyond experimentation and starting to look to social media as a way of colouring in their black-and-white view of consumers. That means social is now top of the agenda both at senior levels in the marketing department but also with CIOs.

Q4. What platforms are you really excited about?

Well we’re a bit biased but we think Facebook is only just getting started! Smart use of open graph and deep analytics can make for really powerful experiences on Facebook that no other platform can really offer.

Q5. What are you looking forward to most at SMWLDN Sept ’12? 

Great debates on the future of social, learning more about other how people are building across different platforms.

Q6. Where do you see the future of social media heading?

In two words, Big Data. Embracing it is the only way for brands to make sense of all their efforts in social, to have conversations that scale and to get real return on investment.

Q7. What are you hoping to get from SMWLDN Sept ’12?

We’re looking forward to starting new relationships and building existing ones with partners in London. And we hope that people feel inspired by what they hear from all the great discussions during the week and come away feeling that the business we’re all in is still the most exciting field to be innovating in.

You can find Betapond at Unruly (Tues 25th, 9 – 11am), The Hub Westminster (Weds 26th, 4.30 – 6.30pm) and Facebook (Thurs 27th, 9 – 11am).

@Betapond // Website // Facebook

megan bowen

Intern, Chinwag


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