I am more and more convinced that 2.0 is a mindset. I was on Twitter (like always) last weekend between attending to the urgent lives of my 5 and 3 year olds… (Tonka trucks and other logistical movements) and struck up a conversation with @bakespace (bake who you may say? … twitter name/id). Much of our conversation was based on the rise of Digital Divide 2.0 which I see happening as Social Media reaches out to more human beings. You could argue that social networking sites in general are a generational thing and ultimately we will all be on there . You could also argue that it’s an early adopter phenomenon. I tend to think that 2.0 is a mindset.
Newspapers, magazines and traditional sources have been ‘seen’ as the trusted source of information over time. “Who are we going to trust”? They say. Well YOU, your brand, your digital footprint. Web 2.0 is an organic world where new tools (software for the most of it), new behaviors and new ethical codes swarm. We are the media. We are re-creating trust mechanisms. I believe we can see through, look at each other in the eyes, shake hands, smile at each other and respect each other online. Businesses as well. Get used to it. It’s here.
Forums in the 90′s and early 2000′s have really given a bad reputation to online presence… they were one big stream and everyone could actually be as primal as possible. We now live in a more open world, if you vote for a 2.0 Mindset. More and more consumers are judging how they are being treated and how their peers are as well. BS on Twitter, blogging, facebook and so on just doesn’t fly and people quickly vote with their feet when BS shows up.
This week, amongst other things, I ran into 2 great pieces of content that talk about TRUST. The first was by Rodger Doodley blog on Trust with Rodger quoting Paul J Zak: The key to a con is not that you trust the conman, but that he shows he trusts you. Conmen ply their trade by appearing fragile or needing help, by seeming vulnerable… the human brain makes us feel good when we help others–this is the basis for attachment to family and friends and cooperation with strangers. “I need your help” is a potent stimulus for action. [From The Moral Molecule - How to Run a Con.]
Selling is about creating a trustable and repeatable experience. If you are a marketer, you are here to build or consolidate the brand trust capital. Social Media (blogging, facebook, twitter, flickr, youtube….etc) when used in concert are here to “empower users” as Chris Brogan says – Those users are your prospects or your customers… Instead of being in their face and being another ‘Interruption Day Marketing’ brand, be part of their lives, be part of their search and their social graph.
Forrester Research just published a new study that has made bloggers and micro-bloggers rage this week… Corporate Blogs are at the bottom of the scale when it comes to “trusted information sources”. It is very debatable and obviously linear thinkers (let’s apply traditional marketing to social media) are mostly doing it wrong. If you try to sell hard, you’ll just have ZERO effectiveness.
Cloggers (corporate bloggers) it’s time to stop - Companies and corporations have the bad reputation of just republishing their press releases on their blogs, talking about inward content…etc. RISE UP I say… Start by creating value, content that ‘empowers your users’. If you can’t think of your higher purpose… have someone else handle your social media services. If you think you know but can’t get traction and your blog traffic sucks…. you’re also in need of help.
Now go on, get out there and build your company digital trustworthiness…
Onwards and upwards,