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Joining The Conversation
- 1. Joining the Conversation Deane BarkerBlend Interactive
- 2. Blend Interactive Full-service Web strategy, design, and development firm Based in Sioux Falls 13 employees blendinteractive.com
- 3. Part 1: The New Rules Part 2: One Way to Play
- 4. The New Rules The Two Big Questions
- 6. The direction of flow has changed.
- 20. Blogosphere?
- 22. Social Media
- 23. Consumers have become publishers, either explicitly or ad hoc
- 24. Less monologue, more dialogue
- 25. Conversation
- 28. Marketing didn’t change.It changed back.
- 29. How do you get inside the conversation? Problem #1
- 30. Advertising has traditionally been stratified.
- 31. Stratification makes it easier to tune advertising out.
- 35. You have to find a value-add.
- 36. You have to find a way to engage the consumer.
- 37. You have to give them a reason to care about your message.
- 38. Engagement is the new media buy
- 39. How do you engage deep enough to avoid stratification? Problem #2
- 40. One Way to Play Join the Conversation
- 41. How do you get people talking about your product?
- 42. YOU have to start talking about your product.
- 43. Content is King
- 45. Attention Economics “In this age we are surrounded by stimuli, messages in our environment clamoring for a little piece of our awareness. [...] In our new digital world we’ve finally started to run out of one of our most precious resources: Our own attention.” — New Liberal Arts
- 46. Start a Blog
- 47. Pick a Topic
- 48. Have a Voice
- 49. Not Too FormalNot Too Promotional
- 50. Be Human
- 52. A failed blog is worse than no blog.
- 53. Find related blogs and comment on them.
- 54. Practical Matters Brand your blog differently than your “main” Web presence Promote an actual human
- 55. Practical Matters Provide clear, simple URLs for people to link to.
- 56. Can you yell your way into the conversation?
- 60. ROI?
Editor's Notes
- A few thousand years ago there was a marketplace. Never mind where. Traders returned from far seas with spices, silks, and precious, magical stones. Caravans arrived across burning deserts bringing dates and figs, snakes, parrots, monkeys, strange music, stranger tales. The marketplace was the heart of the city, the kernel, the hub, the omphalos. Like past and future, it stood at the crossroads. People woke early and went there for coffee and vegetables, eggs and wine, for pots and carpets, rings and necklaces, for toys and sweets, for love, for rope, for soap, for wagons and carts, for bleating goats and evil-tempered camels. They went there to look and listen and to marvel, to buy and be amused. But mostly they went to meet each other. And to talk.In the market, language grew. Became bolder, more sophisticated. Leaped and sparked from mind to mind. Incited by curiosity and rapt attention, it took astounding risks that none had ever dared to contemplate, built whole civilizations from the ground up. Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand.
- Perhaps not directly, but indirectly. You need to start talking about your industry. You to have start writing things that people want to read.
- The Internet runs on links. People will rarely write self-contained content about your stuff, but they will link to stuff you wrote.
- The Internet runs on links. People will rarely write self-contained content about your stuff, but they will link to stuff you wrote.
- A blog lets you start accumulating content/Currency.
- It doesn’t have to be specifically about your business. It should be about something that people who will talk about your business will pay attention to.An interest that you and your prospective customer share.
- What’s the difference between blogs and news? A voice. An opinion. “Journalistic” writing strips it of any voice.
- Embrace you entire professional environment. Don’t just talk about your own products all day.
- It’s okay to be self-effacing. Not everything has to be amazingly positive.Use your blog to explain screwups.
- Some of the best Net relationships I’ve had have come from Gadgetopiacommentors. I find a ton of new blogs from Gadgetopia comments.