Social media is a big deal in Nigeria which has one of the world’s fastest mobile and internet penetration rates. Several issues that started in Nigeria — as mere conversations on social media — have gone viral to become global trending topics. One of such is the #BringBackOurGirls campaign.

It is therefore not surprising that about three years ago, Nigeria’s tech nerve center and commercial capital city of Lagos became the first African city to host Social Media Week, a global event that is held annually in several cities across the world including New York and Paris, focusing on various issues relating to connectivity and social media. Last year, Johannesburg became the second African city to host the event. Next month, the event returns to Lagos but to a new venue on the island and with new additions.

AFKInsider spoke to N’dada Vaz, the director of communications & programming for this year’s edition of SMW Lagos. This interview sheds more light on how SMW Lagos has evolved over the years, new additions this year — including the debut of SMW Lagos Campus model, new events such as #SMWLagosNITES and #SMWLagosExplore. With the event’s growing popularity, especially in terms of partners, events, masterclasses, physical and virtual participants, Vaz tells AFKInsider why they are confident that they are on the right track to achieving the goal of 50,000 physical attendees by 2017.

AFKInsider: How has SMW Lagos evolved over the years, what has changed this year and what new things are you introducing?

Vaz: In 2013 it was important to bring Social Media Week – and the conversations it was bound to spark – to Africa because we had hoped there was a market here. We got more than we ever bargained for! Not only are Nigerians extremely passionate, active and interested in participating but the world wants to know what Africa is doing in the digital space and SMW Lagos has become the place where they come to find out.

Things have evolved quite a bit over the years. Year one we did what was actually thought of at the time as impossible and frankly, quite crazy – a free event, over the course of five days, with content created by the public that is also free to attend. This was a format unheard of locally but more importantly the caliber of content, professionalism and quality of speakers in year one opened a lot of eyes to what is possible — 2014 was an improvement. We did not have to convince people we were not mad! The community started to get “it”. Our audience numbers nearly doubled and our conference content  —events submitted by the community — improved dramatically.

For this year we will have to wait and see. The yearly trip to SMW Lagos is fast becoming a tradition for many, locally and abroad, and that makes me smile. I will say that the buzz this year has been great, but overall I am most proud of our 2015 content. The events we have this year are more nuanced, more fun and at a higher level than ever before.

AFKInsider: What was the reason behind the choice of the new venue and how will it help in achieving the set goals of SMW Lagos?

Vaz: Simply put, Lagos traffic. Having a campus format where all of the “official” venues are in one place cuts down on a lot of headaches for people — not to mention the brand new Landmark Centre on Victoria Island is top notch! Creating the SMW Lagos Campus where people can come and hang out all day will really help grow the community and create a “ground zero” space for people to truly connect.

While we are hosting upwards of 100 events on our campus there are still close to 100 events happening off-campus and around the city. In addition to a handful of compelling “traditional” panel style programs being produced independently off-campus, this year we introduced a new content track called #SMWLagosNITES. We’ve hand-picked a stellar group of restaurants, cultural and music venues to host #SMWLagosNITES which will give attendees a taste of nite life, arts, culture and entertainment Lagos style.

Additionally on Friday the 27th we’ve partnered with ten Lagos tech hubs and start-up incubators to introduce #SMWLagosExplore. Attendees can actually get off campus and visit the offices and workshops of Nigeria’s vibrant and growing tech community.