DigitalNow 2009 (#dn09): Peter Hirshberg – Rise of the Audience
- "we are struggling to get heard in a world of alternatives"
- Born again converts are the biggest believers.
- “Hi, I’m from the internet."
- It never ceases to amaze me the number of spare cycles people have to publish content and contribute to the message.
- Michael Dell moment – ended up working with the bloggers. Just another way to receive feedback and interact with customers.
- Control was 20th century
- The ClueTrain Manifesto – our reach exceeds your grasp, empowered users
- How do we take this interesting stuff and make it useful to people.
- Companies need to come down from their ivory towers and talk to the people with whom they hope to create relationships.
- Lego created the Brickwiki for there Mindstorm customers.
- The Dove self esteem fund
- Brands have to take on issues and change the world you live in. The socially responsible aspect, want to be followed like a movement.
- Conversations go on in the community, good and bad. How do we help brands go to where the conversation is?
- Customers can broadcast globally
- Best Buy example, had a bad experience with Sears. Best Buy support person reached out to them.
- Digital is not a distribution strategy but a mindset
- Build a story that people want to share and build a campaign around it
- Most of the conversation happens elsewhere, not on the website (Web 1.0). Make your site a hub for conversation. Syndicate, Invite.
- Fundamental concept – build around where the conversations are happening, the virtual campfire
- People get involved in the conversation, not to make money, but because they have an opinion and want to be heard and care.
- Moving from role of one’s who deliver the message to a role of facilitating a conversations.
- Change is emergent, bubbles up from the bottom. Listen to the market. Be market driven.
- Engage the twenty somethings to get their ideas
- Curiosity to do the right listening, take resources to put behind those great ideas.
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