We just launched a sister practice of LOCAL Na8ion called brand trampoline. I’m writing some posts there to get things started and even though the content is a bit different from the typical fare here I thought you’d be interested. Here’s the first post. There will be more to follow.
- Julian, ed LOCAL Na8ion
One of our sister practices at brand trampoline is called LOCAL Na8ion where we help small businesses harness the web to get more customers from their local city. Our slogan at LOCAL Na8ion is where you are is where it’s at. The slogan hints at how our physical and virtual worlds have become intertwined. At times, where we are is a state of mind, such as when we’re contributing to an online community, while at other times we are grounded in the context of our physical location and needs like when we go out to dinner or look for a plumber on Google.
Where your people are at has changed
The slogan is apt for our new service Brand Trampoline because where you are and where your people are (be they consumers, job seekers, or buyers of your product or service) has radically changed…if you want your company to be where it’s at you have to participate.
Every aspect of life is converging and connecting
Connections are now happening in multiple contexts and dimensions including our physical proximity and shared interests to our social networks of friends and associates on Facebook, Twitter, email and blogs, and yes offline too. Perhaps the ultimate mashup of all these interactions is TCFKAP – The computer in your pocket formerly known as a phone. Wait, did I just make a Prince reference?
Facebook is becoming the web’s top source of traffic
The web today is pretty search centric (that’s spelled G-O-O-G-L-E) but times are changing quickly, Facebook is fast becoming the web’s top source of traffic. Real time search results and social search are replacing the way we interact almost overnight. We have new interaction touch points, tools, and communication vehicles and in almost all cases consumers, job seekers, and local buyers are way out head of the typical enterprise - be they the mom and pop variety or the Fortune 500.
Companies of all sizes are making one of three mistakes
- They’re failing to engage at all.
- They not keeping pace with where people are moving due to budgets, expertise or red tape.
- They’re failing to engage in a meaningful way, often in the form of broadcasting their information rather than following an interaction model (what we refer to as digital engagement)
We all need to let go of the paradigm where our company website is where it’s at. Not that we don’t need one, it’s just that your website has already become a spoke in the wheel as far as people are concerned while your business operations, marketing and PR are still treating it like sun that your customers all orbit around.
The new interaction engagement model
We’re going to take up the case of the new interaction engagement model in the coming week but you might not be surprised to learn that success in our new world is based not in technological expertise or marketing gimmicks but old fashioned common sense applied in a contextually thoughtful way. Not to sound smug but it’s called listening. Have you noticed how little room there is today for listening? It’s hard when everyone is an expert and all of us posses some fantasmic skill or solution for becoming wealthy, skinny or successful overnight. Listening and understanding are more important today than in any time in our history.
Rather than rushing to establish an online reputation it’s useful for us all to recognize that we already have one, just like we already have a company culture even if you HR team or CEO failed to launch a multi-million dollar culture initiative in the 90′s.
I look forward to picking up the conversation about the new engagement model (er, old) in the coming week. In the mean time we’ll be out there looking for threads of knowledge in this and other conversations and looking to engage in more understanding.
-Julian
