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Last weekend's first ever Thin Air Summit was worth the sacrifice of a brisk autumn weekend. A potent mix of New Media 101 spiced with worthwhile hints and tips for people who are immersed in the social media brew everyday, the conference had something for everyone. And, damn, I met a ton of smart people.
The highlight for me was Sunday morning's keynote speaker, Jeremiah Owyang, one of the true gurus in the industry. He's a senior analyist at Forrester Research.
A someone who lives and breathes social media content, nothing in his presentation was particularly surprising. But the way in which he explained how media propagates in the social web, using metaphors of Jell-O, shish kabobs, and currency, gave me a totally new way of explaining, of educating, of strategizing.
For so many of our clients, the riddle of how to use content and messaging to establish thought leadership, to create brand experiences that lead to a conversion funnel, or just to drive traffic back to their sites, is something we wrestle with every day.
I like Jeremiah's heuristics — allow your content to be amorphous, changing form depending on where it's going and who's using it; keep your content bite-sized and easily digestible; and treat it like currency that can be shared in all its forms.
As someone who came from the media, I understand the value of relevant, credible content. And I can create a news peg out of a mess of client messaging. What I took away with me last Sunday morning (still a little crunchy from too little sleep), was the idea of creating interesting ways to give content wings. Or gills. Or legs. Whatever it takes to allow it to move.
I have much more to share about how you can use your content to help you meet business goals. But, for some reason, I'm craving Jell-O right now.
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