Tag Archives: digicitz

Content!

18 Jun

This blog has been a while coming. Last month I went to SMCSYD (Social Media Club Sydney) and couldn’t sleep that night because of all the ideas bouncing around in my head. I should have known at that point that I should just give up on sleep and write while I was inspired – but I didn’t, and as a consequence this has languished at the back of my head, while even better and more inspiring blogs have flown past.

The main reason I found the SMCSYD event on the 24th of June so inspiring was because I caught up with one of the founders of Tippingpoint Labs, Andrew Davis (@TPLDrew) at the end of the event. Their clients include Breville and Tom Tom, and Andrew was over here exploring the possibility of partnering with an Australian agency to launch a Tipplingpoint Labs office in Sydney. What I found most interesting about our conversation was that Andrew (and Tippingpoint Lab’s) approach to social media was all based around content. While a main part of the challenge of social media is developing communication between a company and their customer, Andrew and I had a long talk about how if a good strategy isn’t backed up by good and sustainable content, the communication won’t be ongoing.

I think this really hits home for me the difference between why I might choose to implement an ongoing connection with the brand… or not. I want communication with a brand that will give me more than just a tool to voice my complaints or issues with their service. I want a brand that will ask me questions, share interesting and relevant stories with me and more. That will give me value for the time I’ve invested in them. For some brands this won’t be a problem – a friend of mine works with VB and is constantly amazed at the amount of comments and likes one update from VB gets from their very passionate fans. For others, a lot more research and basic groundwork needs to be done before they move into the online space – but the time invested will be very much worth it when the conversation doesn’t die out 3 months down the track.

More recently, the same view was expressed by Glen Fuller (@eventmechanics) who works for the fantastic local bookstore (and events venue) Gleebooks (@gleebooks). Speaking at the latest Digital Citizens event, he espoused on the value of good content – but with a background in books why wouldn’t he!

Digital Citizens on Tuesday was another a fantastic event – but yet again the best parts of the night for me were the conversations I had. I went with a family friend, and also ended up chatting to the lovely Hannah Law (@hannahlaw). This family friend, who was a few years above me at school, now works for a large Australian bank and is in charge of their Twitter account. Having dinner with him after the event (all about how to implement organizational change when it comes to social media), it was interesting to hear his perspective on how his company are both embracing yet stalling their outreach into social media, and the challenges associated with trying to convince senior management that it was a worthwhile investment of their money.

Teasing him about a conversation we’d had while at home over Christmas about how much he disliked Twitter, he summed up perfectly for me what I love about social media.

He isn’t passionate about Twitter. But he’s passionate about social – and the possibilities that it holds for connecting with the everyday customer.

Exactly.

Advertisements