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Why be social?
 

Why be social?

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Presentation to the Ames Chamber of Commerce. May 20, 2010. Scott McLeod, J.D., Ph.D., CASTLE, Iowa State University, www.dangerouslyirrelevant.org.

Presentation to the Ames Chamber of Commerce. May 20, 2010. Scott McLeod, J.D., Ph.D., CASTLE, Iowa State University, www.dangerouslyirrelevant.org.

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    Why be social? Why be social? Presentation Transcript

    • Why be social?
      Getting your businessnoticed in anattention economy
    • Everything is moving to the Web
    • Everything!
      (really)
    • If you’re invisible,
      you’re irrelevant
    • GoogleJuice and your
      digital footprint
    • Rules of the Web
    • The Web reduces friction
    • The long tail
    • http://snipurl.com/beqif
    • “Other” is the leading brand
    • Too hard? See ya!
    • The Web enables abundance
    • Abundance of choices
    • Abundance of channels
    • Attention economy
    • The Web enables unbundling
    • Google v. Yahoo!
    • Newspapers
    • Car accessories
    • Niche markets
    • The Web is egalitarian
    • Conversation follows quality
    • Eyeball voting
    • Interruption marketingis dead
    • Gimmicks and ads
      are everywhere
    • Internet ad blockers
    • WAY too many channels
    • The Web commodifies everything
    • 10,000 others
      do what you do
    • If you’re a commodity,
      you’re dead
    • What’s your value-added?
    • Price? Nope.
    • Breadth of offerings? Nope.
    • Customer service? Maybe.
    • Story / experience? Yes.
    • What business are you in?
    • Newspapers
    • Sports?
    • Weather?
    • Classifieds?
    • News?
    • Permission marketingis key to survival
    • Fewer but deeper
    • Casting the net
      v.
      dating
    • Word-of-mouth
      marketing
    • Trust
    • The more you control,
      the less you’ll be trusted
      (and vice versa)
    • It’s their community,
      not yours
    • It’s not about you
    • Listen
    • Authenticity
    • Can’t buy trust
    • Can’t buy incoming links
    • Can’t buy attention
    • You can’t buy permission
    • Customers controlthe conversation
    • When there are a billion information streams, to whom do you turn?
    • Transparency / honesty
    • Dialogue
    • Collaboration
    • Your worst customer
      is your best friend
    • An asset,not an annoyance
    • Be remarkable
    • Flat tire on New Year’s Eve
    • No amount of marketing
      will make up for a
      bad product
    • The Web doesn’t forget
    • Backlash is swift
    • Mobs form in a flash
    • Streisand effect
    • Give control toyour customers
    • What do they want?
    • Information
    • Personalized / individualized
    • Interactivity
    • Relationship with you
    • Relationship with each other
    • To be valued
    • Harness their ideas
    • Leverage their knowledge
    • Your customer is your ad
    • Give your evangelists
      a megaphone
    • THANK YOU!
      dangerouslyirrelevant.org/ameschamber