Why be social?

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?

Permission marketingis key to survival

Fewer but deeper

Casting the net
v.
dating

Word-of-mouth
marketing

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

Why be social?

by mcleod on May 21, 2010

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Why be social? — Presentation Transcript