The title of this entry is borrowed from a line that Gary Vaynerchuk used during a keynote speech I listened to back in October.
Gary was referring to the speed of change in how the internet is evolving; in essence, he says that the internet is a completely different place than it was a few short years ago.
As we move into 2009, I believe that companies who thrive in these difficult times will come to understand this.
Not so long ago, it was sufficient for companies to use the net as a one way means of gathering and/or delivering information.
Companies set up websites as a means of delivering information that they wanted their prospective customers to see. Not unlike traditional media, it was designed to put their best foot forward, while not offering much in the way of entry points for customers.
Eventually, many companies offer POS platforms on their sites, and customer service portals. However, these were methods that were designed to control the customer experience; a concept fundamentally in direct contrast to what the average internet user wants.
Currently, there are many companies that use the net as means of business development; Lead Generation is a common application of this idea. It involves using applications, tools and services to find potential new customers.
All of these uses of the net were fine until recently; now customers demand a level of engagement and transparency unheard of in business.
If I could encapsulate a few ideas, it would be these:
- View the internet as a means to communicate with customers; this means listening to what people are saying about you, and responding in kind.
- People want to know what you are about before they engage in your product or service. Get engaged in social media tools to let people know what you are all about. Facebook, My Space, Twitter, Linked-In are great places to participate.
- If you company doesn’t have a blog, start one now!- In 2009, not having a blog would be like not having an email address 10 years ago (A quick aside; I worked for a company in the mid 90’s that didn’t think we needed email addresses. Our competition ate our lunch!). Make sure it is updated regularly.
- Don’t see every conversation as an immediate opportunity to pitch your wares. Get to know a person first; let them know a bit about you. The old sales adage is truer today than ever: People buy from people they know.
- Be sincere and honest; the speed of word of mouth on the internet can work just as fast against you as with you.
2009 will be a year when the best and brightest will continue to thrive. Hope to see you there!
Gary was referring to the speed of change in how the internet is evolving; in essence, he says that the internet is a completely different place than it was a few short years ago.
As we move into 2009, I believe that companies who thrive in these difficult times will come to understand this.
Not so long ago, it was sufficient for companies to use the net as a one way means of gathering and/or delivering information.
Companies set up websites as a means of delivering information that they wanted their prospective customers to see. Not unlike traditional media, it was designed to put their best foot forward, while not offering much in the way of entry points for customers.
Eventually, many companies offer POS platforms on their sites, and customer service portals. However, these were methods that were designed to control the customer experience; a concept fundamentally in direct contrast to what the average internet user wants.
Currently, there are many companies that use the net as means of business development; Lead Generation is a common application of this idea. It involves using applications, tools and services to find potential new customers.
All of these uses of the net were fine until recently; now customers demand a level of engagement and transparency unheard of in business.
If I could encapsulate a few ideas, it would be these:
- View the internet as a means to communicate with customers; this means listening to what people are saying about you, and responding in kind.
- People want to know what you are about before they engage in your product or service. Get engaged in social media tools to let people know what you are all about. Facebook, My Space, Twitter, Linked-In are great places to participate.
- If you company doesn’t have a blog, start one now!- In 2009, not having a blog would be like not having an email address 10 years ago (A quick aside; I worked for a company in the mid 90’s that didn’t think we needed email addresses. Our competition ate our lunch!). Make sure it is updated regularly.
- Don’t see every conversation as an immediate opportunity to pitch your wares. Get to know a person first; let them know a bit about you. The old sales adage is truer today than ever: People buy from people they know.
- Be sincere and honest; the speed of word of mouth on the internet can work just as fast against you as with you.
2009 will be a year when the best and brightest will continue to thrive. Hope to see you there!
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