TEDxSoMa

TEDxSoMa is an independently organized offshoot of the 'super-conference' TED. The San Francisco-based event delivers a coordinated clash of ideas from speakers such as a NYSE bell ringer, a green nightclub designer and the 'Paul Revere of globalization’s woes'. TEDxSoMa's values are consistent with those of its media sponsor Missing Link and its custodians PariSoMa Coworking Space: community, collaboration, innovation, openness and sustainability.

When Missing Link enthusiastically agreed to develop and implement TEDxSoMa's social media strategy one month before the inaugural event in January 2010, they hoped 'this could be the event that social media built'. Missing Link was pleased that by doing their job to attract less than 100 attendees to the actual event, they also turned TEDxSoMa into a global electronic showcase with over 100,000 people viewing the event's live stream on Justin.tv.

Missing Link's strategy had two phases. The first phase was 'connect everything' and focused on creating an online, cross-pollinating ecosystem with all social media channels: TEDxSoMa's blog , Twitter, Facebook, YouTube, and Flickr. The second phase was 'richer, deeper content; two way conversation' where Missing Link discussed ideas relating to TEDxSoMa online.

The entire campaign, which included a simple viral marketing competition and live blogging, yielded some surprising and delightful engagements. Ted B. asked if he had a better chance of securing a ticket to TEDxSoMa since his name is 'TED', President Obama made an 'appearance', and a conversation about TEDxSoMa in San Francisco's sister city Paris was noted.

'Missing Link helped build and grow the TEDxSoMa community worldwide.  By understanding the nature of people and their desire to communicate in two-way conversation, Missing Link created a strong relationship with our followers.  Interaction is the key, and Missing Link did a great job in making TEDxSoMa "Interactivity in Different Realms" a truly interactive experience for people not just in SoMa or San Francisco, but around the entire world.  I would recommend Missing Link to anyone seeking to add a personal touch to their social media and create lasting bonds with their clients/followers/fans.'
- Julian Nachtigal, Curator, TEDxSoMa