Field Notes Inside an Integrated Communications Agency

What's news to me may not be news to my super-smart coworkers in the Interactive department here at Capstrat. But what's news to me is likely news to my cohorts in the client services and government relations departments. (Not to mention definitely news to my friends who don't have a clue what it is we do here at Capstrat and barely grasp the concept of the web.)

So, with that, I'm going to provide a snapshot of my favorite findings from the Web Content 2008 Conference in Chicago. (My format = Presentation title, Presenter, Best things I learned.) If you're interested in something particular and would like me to dive into further detail, give me a shout out. I'm happy to oblige.

The Next Content Wave: Hypersyndication by Dick Costolo of Google

• There's a new travel site out there, for addicted web travel researchers like me. Build your trip ideas from sites all across the web and publish them in one place, at www.offbeatguides.com . Dick tells us this site is still very early in their beta program, but that it's going to be a huge success. They'll mail you a pocket-sized guide of your destination - including your specific accommodations - or you can print to a PDF version. Either way, it would be a relief to hit the road with something other than my manila folder with a stack of print-outs from various sites. I've signed up for an invitation to the beta version. No luck yet. 

• Interesting remark from Dick: Those who comment across the web (even without association with a company or personal Web site) will be their own brands. And not too far off in the future. Think about that before posting a rash reaction to your friend's latest round of uploaded party photos or worse, getting fired up in a string of comments on a highly publicized news story. Yep, your own brand. I kind of like that.

• One more thing: www.getsatisfaction.com is the future of customer service. Dick recommends a third party customer service organization as a means to participate in conversation with your customers. Whole Foods does it. Food for thought.

The Many-Armed Starfish: Today and Tomorrow in Social Media by Darren Barefoot of Capulet Communications (Voted most popular presenter in unofficial poll.)

• Your brand is what people say your brand is. Case in point - www.brandtags.net (I'm not sure why people would associate Disney with ‘evil', but hey, not everyone is a fan like me I suppose.) The idea of this site is that a brand only exists in our heads. I'd recommend checking out your clients on the site. Go contribute yourself. Could be an eye-opener. Maybe it will lend itself to an argument that they should relinquish control, embrace social media and it'll all be ok Depending on what you find, obviously, you may be doing damage control.

• Dogster . Catster . What about Hamsterer? A quick online hunt reveals Hamsterer really did exist, but does no longer. Shame.

• His five lessons:

•     Relinquish control. Think about pulling your Google results as your bio.
•     Users will help each other.
•     Empower your most passionate customers, perhaps as advocates or private beta users.
•     Think outside the page.
•     Go where your customers are! Don't start your own social network. Try starting a broad discussion online and lightly sponsor it. Check out www.babycenter.com . (All my pregnant friends love it!)