Why be social?
Getting your businessnoticed in an
attention economy
Everything is moving to the Web
Everything!(really)
If you’re invisible,you’re irrelevant
GoogleJuice and yourdigital footprint
The Web reduces friction
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
The Web is egalitarian
Conversation follows quality
Interruption marketingis dead
Gimmicks and ads are everywhere
Internet ad blockers
WAY too many channels
The Web commodifies everything
10,000 othersdo what you do
If you’re a commodity,you’re dead
What’s your value-added?
Breadth of offerings? Nope.
Customer service? Maybe.
Story / experience? Yes.
What business are you in?
Permission marketingis key to survival
Casting the netv.
dating
Word-of-mouthmarketing
The more you control,the less you’ll be trusted
(and vice versa)
It’s their community,not yours
It’s not about you
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
Your worst customeris your best friend
An asset,not an annoyance
Flat tire on New Year’s Eve
No amount of marketingwill make up for a
bad product
The Web doesn’t forget
Backlash is swift
Mobs form in a flash
Give control toyour customers
What do they want?
Personalized / individualized
Relationship with you
Relationship with each other
Harness their ideas
Leverage their knowledge
Your customer is your ad
Give your evangelistsa megaphone
THANK YOU!
dangerouslyirrelevant.org/ameschamber