I love to serendipity of the web and finding posts like this one from Marketing Profs Daily Fix. I can't even remember how I found it but it really hits the mark for me on the impact of blogs, user generated content and the whole Web 2.0 thang. It talks about much the same stuff I discussed last week at CompTIA (see slides I posted earlier today) about the conversations on the web. If you want to know what I mean, do the following quick experiment
- Pick the name of your company or if you're a smaller, niche player, pick your generic product or service, or even geography
- Go to www.technorati.com or http://blogsearch.google.com/ or http://search.live.com/feeds/
- Enter your search terms
- The results are the conversations you probably should be involved in (or aware of)
I did this a while back in an audience that contained some folks from Vodafone. We searched on them and found 6,000 blog entries mentioning their name. 6000 conversations that they can be involved in. Should they? I would if I were them....
Equally the theory of the Long Tail is being played out every day through blogs but also sites like Amazon. Even if there is a book I really fancy, if it has 5 ratings all with one star, I almost certainly wont buy it. Same for TripAdvisor - crap review on a hotel, I wont stay there no matter how good the deal or expensive the brochure looks.
The web has made us all incredibly discerning and incredibly informed. When I walk in to your shop (online or brick) I'm likely to know as much, or more, about your product as you do. Scary huh?