Office Space News
Office Business Center Conference in San Diego
Published September 30th, 2009 by Mike Sullivan
The Office Business Center Association International (OBCAI) conference wrapped up this weekend, and despite a lower-than-hoped-for turnout due to economic conditions, most I spoke with found it to be a great success. The content of the keynotes and other speakers were timely, as were many of the breakout sessions, with advice to executive suite operators on how to cope in this changing world.
While much of the focus was on how to make the best of the current financial turmoil, a lot of emphasis was placed on how focusing on a global market can help operators succeed and how to get started using social media. We believe these two messages are great, but there are significant issues associated with each of them.
Social Media – More than a Channel?
Social media is a great channel (or set of channels) to tell your story. The problem is that it is no different than any other channel (Web site, TV, radio, your brochure) if you are only trying to push a message. In this case, you have to have something very interesting to say to get any attention in a very, very crowded space. If all you are doing is telling the world how great your services are (using the industry selling points of convenience, image, location and value), you may do fine, but you won’t separate from the crowd.
Where social media truly comes in handy is in creating conversations. At that point, it becomes an interactive channel in which customers can provide feedback, can ask questions and learn more about your brand iteratively and directly. Those who say it’s just another channel are partly right; but those who embrace it and find ways to innovate and create conversations, push messages, receive feedback and respond are going to find even greater value in the medium. Innovation is the key – but isn’t it always?.
Think about it this way, when was the last time you talked back to your TV during a commercial and got a response. On Youtube and Twitter you can – and should – get a response from your customers, and you should respond back to them.
Does International Really Work Everywhere?
Regarding one of the other key messages of the conference – focusing on a global marketplace – there are significant caveats. Coming from a small market in the middle of the country (Lexington, KY) the opportunity is small. Helpful, maybe; will it make or break an operator? No, probably not. There a lots of Lexingtons across the US, and finding a way for them to break into a global market is far more difficult – but not impossible – than the large metros.
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Jennifer LeClaire October 1st, 2009 at 6:01 am
Well said, Mike. These are great takeaways. I look forward to seeing folks at the conference in Miami next year!