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You Media: Relationships and The
Long Tail of Popularity
What?
 Brand Discovery
 Brand Recall
The 5th
P
 Product
 Price
 People
 Place
 Promotion
Evangelism
Who Am I?
“I am not a business man, I am a business, man!”
- Jay-Z
iBrand and Relationships
 Focus on Collateral Success
 “Orbit the Giant Hairball”
 Embrace Failure
 Be You
 “Don’t be interesting, Be Interested”
“He who's not busy being born is busy dying” – Bob Dylan
Trusted Relationships
Customer
Service
Recommend to
people I know
Word Travels…..
Japanese Graphic Book Medical Book
…. Better with Connectivity
 Network Effect
 Viral Loops
The Long Tail of Relationships
Source: Statbot
CrossLoop Culture
 Focus on User’s Customer, User’s Success
 Be People First, Company Later
 Build Relationships with Each and Every
User
 Listen Hard and Harder to the Critics
 Love and Celebrate your Users
H Who?ow?
Work Flow – Production & Distribution
So What?
>2M Downloads >35M Minutes 190 Countries
>8,000 Helpers
- Another Case Study
 Twitter
- 300+ employees
- A fundamental business
strategy, not marketing
“We want our connections to be more meaningful than the typical
business/customer relationship.” – Tony Hsieh, CEO
- “Customer service isn't
just a department - it is
the entire company”
Q & A
mrinal@crossloop.com
http://twitter.com/mrinal_desai
Cell: 415 595 8840
Only the Connect-able will Thrive

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