Lift13 Participant Profile: Matthias Luefkens, Social Media Architect at Burson Marsteller

Magaly Mathys, Oct. 1, 2012
Who are you ?

I see myself as a ‘Social Media Architect’; not only building social media presence but creating and designing social media campaigns that go beyond the number of fans but engage people in real conversations.

I was head of digital media at the World Economic Forum - now the most connected international organization - and am now head of the digital practice in Europe, the Middle East and Africa at the global public relations firm Burson-Marsteller.

Why do you come to Lift?

I discovered Lift in 2007 as a speaker and have been coming back ever since. It is one of my must attend conference, my kind of Davos, a place to share ideas and to get new ideas about the future of digital.

Your recommendations to get the most out of the Lift experience?

The Lift experience can be summed up in one word: co-creation. Compared to other conferences where most participants are passive listeners, Lift demands active engagement. In short, it’s a hands-on conference where you get your hands dirty and your neurons buzzing. It is important to actively prepare the sessions, participate in workshops or even propose your own workshop.


Have a look a Matthias' excellent speech on "Twiplomacy" at Lift11 and don't forget to grab your Lift13 ticket!