Nearly everyone is Googling, Tweeting, Facebooking, and Digging. Just about no one is talking.
By Roger Ewing
In Martin Scorsese’s 1976 classic movie Taxi Driver, a deranged Travis Bickle, portrayed by Robert De Niro, asks his own reflection this now famous question, “you talkin’ to me?”.
De Niro’s character is a troubled and conflicted New York City taxi driver who has isolated himself from society. His aloneness allows Bickles’ demons to get the better of him and he lashes out at the decadence he sees in the city. Travis Bickle is emblematic of the struggle we face in our modern lives. Anonymity has become the desired posture. And like Bickle, we have created cocoons of privacy around ourselves.
Problem: How do we develop new business relationships in an environment where our customers and clients are demanding more privacy and seclusion?
Nearly 85% of all my business transactions are the direct or indirect result of someone recommending me. Sound like a large number? Do some research into the specific sources of your successful business transactions and you will discover, as I have, that developing and maintaining relationships is probably the most important aspect of your business.
At the end of the day, we are all in the business of relationships.
In a rapidly expanding web based world, privacy has become a scarce commodity. Modern man seeks paparazzi free space. The development of filtering software, and mechanisms to ensure our separateness, has become big business. No one wants to hear from anyone they don’t already know and trust.
The irony is that your business enterprise, regardless of the category, is probably dependent upon the continued expansion of your sales base.
Solution: “Micro Community Blogs” that provide meaningful, quality information to people on a neighborhood level. I have found this to be a simple and effective marketing strategy that gives me permission from individuals in the community to communicate directly.
Information is the drug of choice in our modern civilization. In an effort to satisfy their desire for information, modern humans Google everything and everyone. If information is King, then Google is surely Emperor.
65% of all inquiries on the Internet begin with Google.
Lets put that in perspective. According to marketing research company comScore, in the United States alone, some 14.3 billion Internet searches were conducted in May 2009. comScore estimates there were 9.3 billion searches on Google for that month, representing an astounding 299.83 million Google searches per day!
Micro Community Blogging involves an Internet strategy that provides valuable information to individuals in their cocoon like sanctuaries. Reaching out to people, community by community, will prove to be the successful approach for enterprising marketers.
Here are the basic rules of engagement.
1. The information we share with the community must be in the first person.
2. This information must be relevant and topical on a neighborhood level.
3. Never sell anything in the Micro Community Blog.
Blogging is the preferred means of communicating in a village-like environment. Blogging has replaced the chatter we used to share with our neighbors and it has become a replacement for the party-line telephone that served as the internet in our parents ancient analog world.
You Googlin’ me? Hope so, because I already Googled you.