The highlight for me so far at the DMA 2011 conference was the interactive breakout panel after the keynote address this morning.
Gary Vaynerchuk from Vayner Media said, “Managing acquisition has been fine-tuned to a science. Brands are struggling with retention."
I don’t want to sound too self-serving here, but this statement reminded me of where Hacker Group was three years ago, right at the beginning of the recession. We considered ourselves acquisition powerhouses. And then we realized . . . keeping customers was going to be the biggest issue for our clients while the economy suffered. We applied a lot of what we knew from acquisition and successfully adapted to the new reality.
The next thing he said was, “The only way to retain customers is to be human. Use your social media streams to reveal that human side. It is not about the content you produce it is about the context.”
I agree that being human is extremely important. In business development, they call it “having chemistry with the prospect.” That’s why we demonstrate who we are all over the place on our website – this blog, our Pulse, our people section with its mini-bios.
We help our clients do this, too. We help give them a human voice.
But, in the end, it’s up to the company itself to trust that being real and being human will lead to trust from the customer.