How A Global Marketing Conference Sparks Real Action

A single hallway chat can change your whole marketing year. Last time we went to Social Media Marketing World, we expected big ideas and clever social media tactics. What we didn’t expect was how quickly the community would pull us in, how many genuine connections we’d make, and how much confidence we’d gain as two Kiwis showing up in a global room.

We talk through what the event actually is, why founder Michael Stelzner’s tone matters, and the moments that stuck with us long after we left San Diego. From meetups and pre-event groups to spontaneous dinners with strangers wearing lanyards, we share how networking can turn into real friendships, accountability partners, and business momentum. We also get practical about conference ROI, including the sales and human behaviour session that helped us close a $20,000 deal days after getting home.

Now we’re heading to Anaheim, Los Angeles for Social Media Marketing World 2026, staying near Disneyland, and we’re planning the trip differently. You’ll hear how we’re choosing sessions (including AI, psychology, and out-of-comfort-zone topics), what we’re packing for long days, and how we’ll capture content on the go using video podcast clips, transcripts, quotes, and behind-the-scenes stories across Instagram, LinkedIn, Facebook, and TikTok. If you’re building a smarter social media marketing strategy, this is your reminder that the best tactics still start with people.

Subscribe so you don’t miss the post-conference learnings, share this with a mate who loves marketing conferences, and leave a review with your biggest question about Social Media Marketing World or networking.

Transcript

Welcome And The Conference Plan

Liz 0:00

Welcome to the Visual Marketing Podcast brought to you by C i Marketing, where we explore how to show up consistently, be more visible, and connect with the right people through your marketing. I'm your host, Liz. Today I'm joined by Steph from C i Marketing who works alongside me and we're going to be talking about social media marketing world. We went last year and we're headed back this year. We're going to share with you some tips from our trip last year and also what we're planning on doing this year. So stay tuned. So Steph, welcome to the podcast.

What Makes The Event Different

Stephanie 0:32

Thanks for having me.

Liz 0:34

So we are heading off to Social Media Marketing World in a few weeks' time. Let's tell everybody what it was all about and what it is all about.

Stephanie 0:43

So it is the probably the biggest, I guess, marketing event in the world. And basically it's just a room full of the brightest and best marketers and getting up there, sharing their knowledge, but also providing you with like real stuff that you can actually use straight away. It's actionable tips, tricks, and it's things that they're using every day of their life. So these are the pros. It's founded by Michael Stelzner, so obviously social media genius, and he is such a genuine, approachable, relatable guy. And I really feel like the event encapsulates that. We can it just it feels like it. He sets the whole tone of the event.

Liz 1:27

Yeah, absolutely. I agree. And Michael Stelzner from Social Media Examiner, who also has a podcast as well, I think he has a couple of podcasts actually. So definitely check those ones out. Um that's actually how I found out about the event last year. So when we when I decided to go last year, um I hadn't actually invited you along just yet. I was gonna go solo.

Stephanie 1:47

Yeah, no, you were gonna leave me behind.

Liz 1:49

I was, but I'm glad I didn't. Um it was a pretty last-minute decision. I can't remember how much notice I gave you.

Stephanie 1:56

I think it was about three weeks, and I think it was hilarious because on the day that you said you were going, I'd also listened to a Social Media Examiner podcast on the way to work, and I came to you that morning and I was like, I want to go to Social Media Marketing World as a complete joke.

Liz 2:14

Which is kind of hilarious because um viewers won't know and or listeners won't know that um we are actually only one day apart in age. So we share the same star sign, perhaps we just share the same train of thought as well. So it was meant to be.

From Overwhelm To Finding Your People

Stephanie 2:27

Possibly, yeah.

Liz 2:29

So tell me about last year. What were your expectations heading into the event?

Stephanie 2:36

I think last year I was just so interested in listening to these amazing people, but I was also there was a massive level of overwhelm, like, and I felt like I was gonna be so stupid and not know anything, and that all these amazing people were gonna be there, and yeah, it I did not feel that way at all. And I was like, no one's gonna want to talk to me, I'm a nobody, and it was the complete opposite.

Liz 3:04

I distinctly remember at one point, I don't know how far through the event we were, but I remember you saying, I feel like I've found my people, like I'm around my people.

Stephanie 3:14

Yeah, it was amazing that you could just walk down thea hall, you'd say hi and smile to everyone, and they would engage back. It was like everyone was just so open and friendly, and I couldn't believe it. I was like, why can't life be like this every day?

Liz 3:28

It was actually quite depressing leaving, wasn't it?

Stephanie 3:31

It really was. I felt lonely when I left.

Liz 3:35

And I mean, that's such a good example of somebody really nailing a great event, isn't it?

Stephanie 3:41

Absolutely. Like it was just everything about it was spot on and the right level of expertise, comfort, and just yeah, amazing people.

Liz 3:52

Like, did you have any favourite sessions that you attended last year or anything in particular that you really took out of the sessions?

Stephanie 3:59

I think for me the biggest thing was Michael's opening. I think that was just something that I'll always remember, and it was just I think I was just in awe from that moment on for the whole thing, and it was just incredible the way that he just opened it, and he was there was so much motivation, excitement for what was happening. I was captivated from the start.

Liz 4:22

Was there anything that you took away from it that you didn't expect to take away?

Stephanie 4:25

I didn't expect that people would be that interested in me. But like people actually thought that it was so cool that we were from New Zealand and they were really interested to hear about us, not just what we do, but like how what it's like being in New Zealand and a lot of oh my god, you came all that way. Also a lot of educating people that we're not part of Australia and that you know we're our own country. But yeah, and I just I genuinely didn't think like I thought I'd be a nobody at the event, and then by the end of it, like people would say hi, they'd recognise you, and it was vice versa, like you would say the same about other people.

Networking That Becomes Accountability

Liz 5:08

Yeah, and last year we were the only Kiwis that were there. So I guess we were sort of, people noticed us because they were like, oh, you have to meet the Kiwis. And we knew it was us because we were the only ones. And what's super cool is this year there's actually two other people um from the North Island going from New Zealand, um, and we've connected with them because these guys just pick up um they have a whole process, you know, leading into the event where you get to connect with everybody who's going online first. Um they've got an app, they've got a Facebook group, they've got a WhatsApp group, they've got um Zoom calls in advance as well, so you get to meet everybody, even though there's several thousand people that attend, and we manage to connect with these other two Kiwi girls that are going too. So that's gonna be pretty cool to share that with with a couple of other Kiwis.

Stephanie 5:54

To have other Kiwis that we can see how they're doing, obviously, in relation to New Zealand marketing and what's what's working here and stuff as well. So I can't wait to catch up with them.

Speaker 6:04

Yeah, absolutely. I think for me the like the takeaway that I got that I didn't expect was actually the connections with other people. So um, I mean, from this event a year down the track now, I've actually got two people I've really stayed in touch with um who have become weekly check-ins for me as a business owner. Uh, they're both business owners as well, in different, completely different industries, but we've actually become accountability partners for each other, which has just been the coolest thing. And one's in the US, one's in the UK. Um, so we all have completely different target audiences and business models, but just to be able to check in once a week with someone else who's, you know, having the same struggles in the world as we are, and and having the same wins as we are, and we're able to celebrate together and problem solve together, and it's just that was such a massive takeaway for me was being able to connect with some really cool people who otherwise I wouldn't have been able to connect with.

Stephanie 6:59

Absolutely. And I think for me this year, one of the biggest things that I'm gonna focus on is the networking side of things because last year I was such a swatty nerd, I went to every single like speaking slot, I didn't I didn't miss anything, I was in all the workshops, and I think this year I'm gonna obviously pick my favourites and the must, the must-see or must-see in person speakers, and then spend a bit more time enjoying those conversations with people if I bump into them in the hallways or whatever.

Liz 7:33

Some of the other uh key takeaways I had from last year actually happened outside of the conference. Um, what's really cool is at the event, of course, we're all wearing our lanyards, so you can sort of recognise people. And okay, you might think you look a bit silly outside of the conference hall, but honestly, we were in San Diego last year, it's a smaller place. Um and I remember on the I think it was the last night um before the final day, we had to grab a super fast dinner because we had to go back to the hotel, get ready, get changed into the theme for the dinner, for the last sorry, for the the party. Um, and we thought, yeah, we'll we'll grab a quick dinner. So we we found this tiny little taco shop.

Stephanie 8:13

So small. So like you walk straight past it normally.

Liz 8:17

Y eah, and um it was just a coincidence. We walked down that street, right? And we walked in and we saw this guy sitting in the corner and he had a lanyard, a conference lanyard on, and we thought, actually, he's he's with us, we'll go have a chat. Um, and it's funny how such a chance meeting can really make a big difference because from that he basically encouraged us to launch our business internationally. So um, although it took us a bit of time to get there, we've done that now, um, which was just amazing. And um, I just I really am so grateful for being able to have those conversations and make those connections and get inspired, you know. It was such a chance meeting, but to be inspired by someone I'd never met before who believed in what we do, who thinks we have something special to offer outside of New Zealand, that was amazing.

Stephanie 9:10

And what I really loved is that we had such a good chat with him. At the end of it, I was inviting him over to New Zealand to have Sauvignon Blanc on the front deck of my house with his wife, who I've never met.

Liz 9:22

And he unfortunately hasn't taken up that offer yet, but there's still time.

Turning One Session Into Revenue

Stephanie 9:27

There's still time.

Liz 9:29

Um, and another really cool thing, um, you know, even more instant, was um uh an example I've got about a particular client. So um obviously going to a conference is a massive outlay of money. You've got ears, which right now we know are through the roof. Um, we've also got um accommodation costs, food costs, um, you know, and there's two of us going, so that's times two. So it's an awful lot that you're you're investing into something that last year we didn't even know if it was going to be worth it. Um, but turns out it was because uh one of the very first sessions I went to actually, um, it wasn't about social media, it wasn't about AI, it was about selling techniques. And I don't know, I've been in in sales, in business for some time, I've I've worked in retail. I thought I knew most of the tricks in the book when it comes to selling something to someone. But we did have this client that was already an existing client. Um, they had done a few little things with us here and there, um, but we had been trying to um convince them to do this bigger project, which they really did need, and it would have been a great um thing for them to do for their business. Um, and I thought actually, this is the perfect person for me to try this sales technique that I'd learned at social media marketing world on. So as soon as we came home, I put it into practice, and within I think it was three days, I had closed a $20,000 deal with this person. It literally paid for the conference and some right then and there. So that really made it worthwhile.

Stephanie 11:06

Yeah, it was interesting that so much of the psychological human behaviour courses were actually some of my favorites. They really inspired and they gave you such almost simple things to do, but they like you could apply them on so many levels.

Liz 11:23

Yeah, absolutely. And um another thing I noticed was, you know, obviously I'm a photographer, I work in video as well, and um that's sort of my area of expertise and of interest too. And so I'd signed up to, you know, all the YouTube stuff, all the Instagram stuff, all the video production stuff, and they were probably the sessions that I least enjoyed. So one of my uh learnings from last year and that I'm taking into this year when I'm picking the sessions to go to is I'm actually gonna pick stuff that's out of my comfort zone, that's outside of what I would usually choose to go and listen to because I want to learn new things. So that's my plan this year.

Stephanie 12:02

That's a great plan. And I'm the same. Like I'm gonna try and learn a little bit more. Like last time I was really focused on email marketing, LinkedIn, and I think this year I'm gonna lean in towards more the AI and also the human behaviour stuff, because that's really interesting.

Anaheim Swap And Trip Logistics

Liz 12:17

Yeah, absolutely. I had a meeting this morning actually with a um a new client that we've got, and I was explaining to him, you know, the structure and the basics of marketing. And with photography as well, I think it's the same thing. I actually think 90% of what we do is psychology, is actually dealing with people, making them feel comfortable, helping them to understand what's involved, what they need, what they don't need. Um the needs of their customers. Absolutely, and getting in the mind of their customers rather than seeing it from their perspective. So um that was a really interesting conversation, and exactly the same thing. Those sessions really um honed in on that, and I think that's a huge part of what we do. So this year the conference is actually being held in LA, in Anaheim. They have moved it from San Diego. Whilst we loved San Diego, I think Anaheim's gonna be super fun. Um, we're actually based across the road from Disneyland. I can't wait.

Stephanie 13:17

I am such a Disney fan. This is gonna be insane. I can't wait to get another pair of Mickey ears. I've already got some from my first trip many years ago, so I'm looking forward to going back there and getting in those teacups and riding the rides and just having a blast. And the best thing is we get to do it with all these new people. We're gonna join up with a whole bunch of people we've never met before, and yeah, it's gonna be a day of connection and fun at Disneyland.

Liz 13:48

What more could you want on a work trip, right?

Stephanie 13:51

It's insane. I've been telling people I'm I get paid to go to this Disneyland and they just think it's hilarious.

Liz 13:57

Yeah, if anybody ever is thinking about getting into marketing, um highly recommend it. Get paid to indulge in beautiful food, travel to great places. Okay, it's not actually that glamorous, but um

Stephanie 14:11

No, 99% of what we do is not glamorous at all.

Liz 14:15

But this is certainly it's obviously it's a massive highlight, and for anybody attending, it's a it's a highlight. Yeah, a hundred percent. Have you got any tips of what people should do in terms of packing for a work trip for a conference or or like the must-takes to a conference?

Stephanie 14:32

I'm the worst person to ask this because I'm a chronic overpacker. I will pack a million times more than what you need. But what I would say is just pack what you're comfortable in and what you'd wear and what you are going to be comfortable in. So if it's just because it's a work trip, if you don't wear corporate clothes all the time, don't bother trying to wear a whole bunch of corporate clothes that aren't you and don't feel right. Chuck on what you're comfortable in and just enjoy yourself.

Liz 15:00

What I love about this one is because there's the Facebook group and and all the comms, you know, behind the scenes, it's been really cool because people have been able to ask the question, like, hey, what's the dress code? There's heaps of photos and videos from last year, you can get a feel for what people are wearing. And there was such a mixed bag. Like there was everything from you know, pink, all-in-one business suits with heels, right through to you know, jeans and a t-shirt and a hoodie, and nobody judged anybody. Everybody was just taken, you know, for who they are, for their personality, which was super cool.

Stephanie 15:34

So I think the number one tip that everyone is sharing is wear comfortable shoes. And for me, that's not my forte. I'm not a sensible shoe wearer, I love heels, even a small heel. So that is gonna be my hardest thing is trying to figure out how I'm gonna wear white sneakers for three days straight. Yeah, I'm I'm gonna struggle. I'm gonna really struggle not to chuck on my heels.

Liz 16:00

I reckon you'll start in sneakers and end in heels. Probably, yes. So speaking of shoes though, um, last year, how many how many extra suitcases did we bring home?

Stephanie 16:12

Uh that may have been one each, and I'm gonna make sure my husband does not listen to this. We really enjoyed the shopping. I mean, to be fair, most of my stuff was for my children. Or at least that's what I'm gonna pretend. But the biggest question is how many pairs of shoes did you buy, Liz?

Liz 16:34

Uh I'm not sure I'm willing to admit, but I think it was in the vicinity of nine new pairs of shoes last time. Um so I don't know if I'm gonna go for the record this time, or yeah, what that will be. But they were mostly sneakers in my defence, so I need them.

Stephanie 16:52

Um, what about those silver sparkly boots though?

Liz 16:55

How can you beat three dollar boots, Steph? You can't beat three dollar boots. I have worn them on three occasions in a year, so that's a dollar a weir if we're girl mathing this. And I say that's a win.

Stephanie 17:09

Absolutely. That's that's a bargain.

Liz 17:11

The fact I had to pay a hundred dollars in excess baggage, beside the point. Okay, so it's thirty four dollars a wear so far. Still a win in my book. Definitely. Yeah. Um, but we've got the shopping planned. Um, when we did the itinerary, before they came out with the schedule for the event, you actually researched all the outlet malls, and in fact, I believe before we even go to our accommodation, we are getting off the plane and going straight to an outlet mall.

Stephanie 17:39

Absolutely, it's on the way. It would it just makes sense. And I've researched, they've got luggage storage, they've opened till nine, there's food, and we do need some exercise after being on the plane.

Liz 17:50

I've got a few tips for what to take to the conference during the day. Um, last time I found it super helpful to have a power bank so that you can charge your devices. Um, we both used iPads for taking notes, and then we've got our phones, obviously. Plus, I was capturing a whole bunch of content as well. So, yeah, having portable power is always a big deal. Um, and then also I loved having my um reusable coffee cup with me because we grabbed our coffee on the walk into the convention centre last time. Um, but they also have coffee stations around, and um, it's just great to have um, I love my Yeti. So I've got my Yeti with me, and uh it's it's spill proof, and I can just have it with me, keeps it hot the whole time. As you know, I'm a highly caffeinated human. Uh, so um it's better for everybody if I am well caffeinated.

Meetups Plus Daily Conference Essentials

Stephanie 18:40

Absolutely, absolutely. Yeah, and obviously, drink bottle, lip balm, moisturizer, because that aircon is harsh. So, one of my top tips for anyone new coming to social media marketing world for the first time, or just anyone that's going, and just to try something different and to join meetups. These were an absolute highlight of mine last year. We before it even started, we went to a baseball game with a bunch of guys from the conference, and I am so sorry to the poor guys sitting next to me having to explain the whole game and what it does. I was like, we don't have baseball in New Zealand, and so yeah, that was a massive highlight. I that was probably one of my favorite things from last year. But also, we did like a sunset walk on some on some cliffs that I would never have known about if someone hadn't planned that meetup as well. So scroll through the meetups, have a look, and sign up to stuff because that is where you really connect, but you also get to see more of the area or experience a bit more, especially for international visitors that you know I can't go to a baseball game every day, so I'm glad I did.

Liz 19:54

Yeah, absolutely. And on that night that you did the sunset walk, we actually split up into two different meetups, and I went along to an agency owners meetup and just met some of the coolest people. We had dinner, we had like-minded chats about everything. It was just so nice. And I, you know, who wants to sit in the hotel room by themselves with room service? Like that's not what you're there for, you know? And you will find your people at this type of event. So definitely put yourself out there and don't be afraid to um, you know, connect with somebody, say hi in the hallway. You say, hey, what are you doing later? Can I join you for dinner?

Stephanie 20:30

Absolutely. And yeah, I think we probably spent all up we just were in our room to sleep. Like, sleep and get ready. That was it. We I think we crammed in as much as we possibly could. And if it wasn't event related, it was going for a walk and checking out the sites, it was finding new places to have breakfast. And yeah, it was just I think being in your hotel room, you're just not gonna achieve the same.

Content Plan And How To Follow

Liz 20:54

Totally, yeah. And um the other thing um I wanted to talk about was what our plan is this year for capturing content. So we sort of went over last year um a little bit in the dark and didn't have like a super big plan on on what we were gonna do either side of it. So obviously, this year we're doing this podcast, um, which we are going to utilize um in a few bits of content. It's the cool thing about a video podcast, obviously. Um, whether you're listening to it right now on audio or if you're watching it on video, um, this gives us two pieces of content in that way, but we can also um create it into stories. So we can pull the transcript and turn it into smaller stories, we can pull out um quotes from what we're talking about as well and even screenshots for still images. So that's the great thing about that. Um, and we'll be posting a bunch of this content leading up to the event over the next couple of weeks on our social channels. So um you can check us out, obviously, on our social channels with CI Marketing. Um and then going into the event as well, last year we Like a daily kind of wrap-up, and the plan is to do the same thing, but this year I really want to take uh our our following behind the scenes a little bit more and show them a bit more about the whole trip and what it's all about, and you know, having to repack an exploded suitcase in the airport, or you know, the food that we're experiencing and um you know all that stuff, like all the stuff that we're seeing with our eyes.

Stephanie 22:28

Absolutely, and that is all the stuff that really made the experience. So we look forward to taking everyone on this adventure with us.

Liz 22:36

For sure. And then I guess getting back to um the real world as well when we're back is actually following up and and explaining and sharing with everybody how it was this year and you know, the planning that we put into it, how that made life better, what we could do differently again next time. Um so yeah, it'll be really cool to share also all our learnings as well. We're gonna have so many new tips and tricks and exciting things to share with everybody.

Stephanie 23:01

I remember last year I came home and my head felt like it was gonna explode. There was so much information, and like I was scrolling back through all my notes, going, wow, and having all these extra light bulb moments. So I can't wait to share that with everybody and also use that motivation and enthusiasm and passion that it reignites in all different areas of marketing.

Liz 23:24

Well, thanks Steph for joining me today to chat about social media marketing world in 2026. In a few weeks' time, we will be in LA and we'll be experiencing it, and we'll be able to share that with everybody. So I hope everybody comes along for the ride. Thanks so much for joining in with us for this episode. We are really excited to share everything that we learned from social media marketing world in 2026 with you. So stay tuned for the next episodes. And don't forget to check out our social media channels. We are on Instagram, we're on Facebook, and we're on LinkedIn, and we're on TikTok. Thanks so much for joining the Visual Marketing Podcast brought to you by CI Marketing. I'm your host Liz, and I can't wait to share more episodes with you.