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.

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Why be social?

  1. 1. Why be social?<br />Getting your businessnoticed in anattention economy<br />
  2. 2.
  3. 3. Everything is moving to the Web<br />
  4. 4. Everything!<br />(really)<br />
  5. 5.
  6. 6.
  7. 7. If you’re invisible,<br />you’re irrelevant<br />
  8. 8. GoogleJuice and your<br />digital footprint<br />
  9. 9. Rules of the Web<br />
  10. 10. The Web reduces friction<br />
  11. 11. The long tail<br />
  12. 12. http://snipurl.com/beqif<br />
  13. 13. “Other” is the leading brand<br />
  14. 14. Too hard? See ya!<br />
  15. 15. The Web enables abundance<br />
  16. 16. Abundance of choices<br />
  17. 17. Abundance of channels<br />
  18. 18. Attention economy<br />
  19. 19. The Web enables unbundling<br />
  20. 20. Google v. Yahoo!<br />
  21. 21. Newspapers<br />
  22. 22. Car accessories<br />
  23. 23. Niche markets<br />
  24. 24. The Web is egalitarian<br />
  25. 25. Conversation follows quality<br />
  26. 26. Eyeball voting<br />
  27. 27. Interruption marketingis dead<br />
  28. 28. Gimmicks and ads <br />are everywhere<br />
  29. 29.
  30. 30. Internet ad blockers<br />
  31. 31. WAY too many channels<br />
  32. 32. The Web commodifies everything<br />
  33. 33. 10,000 others<br />do what you do<br />
  34. 34. If you’re a commodity,<br />you’re dead<br />
  35. 35. What’s your value-added?<br />
  36. 36. Price? Nope.<br />
  37. 37. Breadth of offerings? Nope.<br />
  38. 38. Customer service? Maybe.<br />
  39. 39. Story / experience? Yes.<br />
  40. 40. What business are you in?<br />
  41. 41. Newspapers<br />
  42. 42. Sports?<br />
  43. 43. Weather?<br />
  44. 44. Classifieds?<br />
  45. 45. News?<br />
  46. 46. Permission marketingis key to survival<br />
  47. 47. Fewer but deeper<br />
  48. 48. Casting the net<br />v.<br />dating<br />
  49. 49. Word-of-mouth<br />marketing<br />
  50. 50. Trust<br />
  51. 51. The more you control,<br />the less you’ll be trusted<br />(and vice versa)<br />
  52. 52. It’s their community,<br />not yours<br />
  53. 53. It’s not about you<br />
  54. 54. Listen<br />
  55. 55. Authenticity<br />
  56. 56. Can’t buy trust<br />
  57. 57. Can’t buy incoming links<br />
  58. 58. Can’t buy attention<br />
  59. 59. You can’t buy permission<br />
  60. 60. Customers controlthe conversation<br />
  61. 61. When there are a billion information streams, to whom do you turn?<br />
  62. 62. Transparency / honesty<br />
  63. 63. Dialogue<br />
  64. 64. Collaboration<br />
  65. 65. Your worst customer<br />is your best friend<br />
  66. 66. An asset,not an annoyance<br />
  67. 67. Be remarkable<br />
  68. 68.
  69. 69. Flat tire on New Year’s Eve<br />
  70. 70. No amount of marketing<br />will make up for a<br />bad product<br />
  71. 71. The Web doesn’t forget<br />
  72. 72. Backlash is swift<br />
  73. 73. Mobs form in a flash<br />
  74. 74.
  75. 75.
  76. 76.
  77. 77. Streisand effect<br />
  78. 78. Give control toyour customers<br />
  79. 79. What do they want?<br />
  80. 80. Information<br />
  81. 81.
  82. 82. Personalized / individualized<br />
  83. 83.
  84. 84. Interactivity<br />
  85. 85. Relationship with you<br />
  86. 86. Relationship with each other<br />
  87. 87.
  88. 88.
  89. 89. To be valued<br />
  90. 90. Harness their ideas<br />
  91. 91.
  92. 92.
  93. 93. Leverage their knowledge<br />
  94. 94.
  95. 95. Your customer is your ad<br />
  96. 96. Give your evangelists<br />a megaphone<br />
  97. 97. THANK YOU!<br />dangerouslyirrelevant.org/ameschamber<br />
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