Should I Stay or Should I Go Now: Content Marketing Conferences
Monday, April 14th, 2008Last week, SAP held an invite-only three-day global online marketing event. (Sadly, I wasn’t invited, but David Meerman Scott was, and he writes about it here.) This virtual event was said to include online communities, virtual conferences, expert content—the works.
It seems every other day I read about another “Can’t Miss Event of the Year in Online Marketing,” but I have “Can’t Missed” every single one of them, despite impressive panelist offerings from Web 2.0 wiz-kids to traditional print legends to design/advertising superstars. So here I sit in NYC, with the MinOnline Digital Media Summit happening less than a mile away from me tomorrow, without a ticket to the ball. The reasons for me not attending are two-fold, but both hinge on trust.
1) Conferences, for the most part (with the exception of SXSW), suck. I’ve been on both sides of them: The “stand at the booth for three days with an unnatural grin plastered to my face until my cheeks ache” side, and the “sit in a huge lecture hall, load up my bags with tchockes and network until I don’t like who I’ve become” side.
2) Conference content is much better suited for the web with me as an active participant. Let me watch what I want to watch, when I want to watch it.
When looking at conference agendas I can’t help but think:
Is it a community or congregation?
Is it a back and forth interaction, or a sit and listen?
Is it information that I could have procured from the author/speaker’s book, or was it interactive and off the cuff?
In order to get me to purchase a $700-1,300 conference ticket, I need to be provided some sort of guarantee that my attendance is going to be worthwhile.
Am I going to learn something of significant value?
Will I make a useful contact or sale?
Are the speakers/organizers going to answer questions that help me get to the next level?
For some, conferences are successful, useful and exciting. I’m not trying to denigrate the conference world—it surely has its place. What I am trying to say is, there are some among us who are interested in the content but not the excited about the limited delivery options. Because in the end it’s all just content, and information delivered and received (live) from the mouths of the informants is not necessarily different from a well-produced webcast of the same event. Or is it?
So how about you? Where do you stand when it comes to conferences?