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Quest for Community Dominates Custom Content Conference
Wednesday, March 25, 2009
Jonathan Ray

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A strong lineup at the Custom Publishing Council's second annual Custom Content Conference in Miami this week harped on the value of new media. Keynote speaker David Meerman Scott, author of World Wide Rave, and players from Kraft Foods, Google and Nielsen, among others, hit on the potential of social networks, video, mobile and other new media applications to drive traffic to brands. The overriding theme of the conference, though, was the importance of community development.

Scott presented the idea of proactively "losing contol of your marketing," referencing the the Grateful Dead and its practice of allowing concertgoers to freely tape their live shows. Anathema to record companies, the practice allowed fans to more closely connect with the band and promote its product. The Dead was one of the highest-grossing touring bands of all time.

Leslie Forde from Communispace continued the theme of community openness, as she shared research data with attendees that showed that consumers are losing trust with brands. Real Girls Media Network head Kate Thorp discussed how consumers can become the media, citing Real Girls' popular UGC site www.divinecaroline.com. John Moore from Brand Autopsy shared examples from Dell (www.ideastorm.com) and Starbucks (mystarbucksidea.force.com) that show how communities contribute to brand development.
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