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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

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