Mar 30, 2011

Custom Content Conference – March 2011

Southwest Airlines relies on its strong culture.
Mazda is big into being different.
Dell wants us to realize it’s not just a hardware company.
Aetna wants seniors to have intimate telephone conversations with its robo-callers.
And CBS really, really likes its own magazine.

And what did all of the client speakers (except CBS) and most of the other speakers have in common at the third CCC Conference that took place in Charleston, S.C., last week?

Surprise, surprise: Social Media.
These days the content business, like the advertising business, like the PR business, like the Web business and every other business—cannot have a conversation without social media being front and center. And we publishers slash content providers slash content marketers are excited about our opportunity to lead the conversation that’s currently dominating the e-mail exchanges and PowerPoint presentations among the communications and marketing folks at the country’s leading brand owners.

So, while the theme of the Conference was content, the thrust of the conversation was social media and how to harness the power of intimate and direct one-to-one customer and employee communications. Yes, what you say in these channels is important. So is how you say it. And when you say it.
Transparency is in.
Honesty was never out.

It seems that social media shines a harsh light on companies that aren’t very good and don’t have good products or services. And companies that have great products and services and treat their employees and customers well and with integrity are the big winners in social media.

So, plus ca change, then? Well, actually it was an interesting couple of days, and those who attended learned a lot about the importance of creating engaging content in the social media, digital and print landscapes. The opportunities to create new custom programs to complement or replace existing, broken or absent communications programs have never been greater, nor the rewards more enticing—as the Conference revealed that ROI on improved customer relationships can be measured in reduced attrition, improved NPS scores and in creating a customer sales force of converts and advocates.

For, as we discuss in this blog every week, the ways in which people interact with media are changing, and the ways in which companies interact with their customers and stakeholders are changing. The early adopters, the fleet of foot and the just plain smart are the ones that are going to do well. As ever, the bias is heavily weighted toward those organizations already ultra-sensitive to their customers and the integrity of their own service and products, but there is a huge opportunity for challenger brands to usurp market leaders by using the sheer power of these social network relationships.

Listening to your customers has never been so important. And responding—by having something to say—is where our sector and our own agency has a role to play in helping companies formulate and execute a consistent and engaging brand voice.

And that’s more good news for Aetna, Dell, Mazda, Southwest Airlines and … even CBS!