September 26th, 2013 SPEAKEASY - Advertising Week Edition

On September 26th, OLC attended the meet up, “Speakeasy” with presentations by NYLIFE, Taylor Strategies, and Hudson Rouge.

The format of the event was that of a Q&A hosted by Diageo, the, and @Percolate.

The event started with the question, “What makes a great content manager?”

Sarah Shanfield, writer and editor at Hudson Rouge replied, “Confidence! A content manager must have the courage and bravery to engage the consumers.” “Furthermore, a capable CM must be able to deal with negative responses in a tasteful and creative manner.”

Dipayan Gupta, social media strategist at NYLIFE had a different view, in that; a great content manager must also maintain quality control, “A good writer doesn’t write in bulk.” said Gupta. Rather, “what the CM should be concerned with is quality.” Can the CM figure out a way to interact with their consumers in a way that engages them or fits the image that they want to articulate?   

Donna Ho, Digital Specialist at Taylor Strategies, believes a great content manager must think strategically and tactically. A great CM must have a “plan for next year, not just now.”

After discussing the archetypes that define great CM’s, the Q&A shifted towards the question of bridging the gap between Content Managers and Chief Marketing Officers. How can social media influence the relationship between CM’s and CMO’s?

Since CMO’s manage content on a macro-level scale, they dictate the overarching narrative of the content. As such, Ashley Davidson, Director of social spaces at Hudson Rouge, stressed the importance of the “integrated team with creative and managers.” Whereas the CMO’s concerns with the quantitative aspects of content determine the overall strategy of the agency and the CM’s concern with the qualitative aspects of content determine what type of content is created. Successful groups have found a tight marriage between the two views on content.

However, due to the changing nature of social media, for Gupta, the relationship between the CM and CMO’s dynamic with regards to social media depends on how it is approached and used. Social media can be used in a variety of ways such as “Public Relations, Marketing, or in a holistic way that combines various departments.” Therefore, depending on how social media is ised, the need of agencies to form “overarching narratives” may clash with “creative’s need to create daily content.”

As a result, using social media can either be “sometimes successful or sometimes not,” in facilitating a successful relationship between CM’s and CMO’s.

But since the goal of the successful CM and CMO relationship is to create a community to sell a brand by creating content that I care about, “social media must be used to engage the audience,” pointed out Ashley. Therefore it is vital for the CM’s and CMO’s to create that tight marriage between quantitative and qualitative interpretations of content to understand the consumer as well as the brand.

The Q&A ended with the recognition of social media as a tool to build loyalty.