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MEDIA 2.0 | Noah Brier

Real Relationships

The difference between big and small is the ability to have a meaningful relationship.

August 28, 2006 | RSS | EMAIL | PRINT | 20 COMMENTS

[Editor's Note: This is a continuation on themes begun with "Insignificantly Interesting" and "The Sniper Effect".]

Last time we talked I finished with the idea that "in an effort to create stuff that appealed to everyone we were left with a world full of junk." I've talked about it in terms of advertising in the past, but this is much bigger. We're surrounded by a bunch of design-by-committee junk. The business world is trying so hard to appeal to everyone that they're creating stuff that appeals to no one.

So where's the opportunity here? It's in the niches. I began to hint at this last time, but the beauty of a niche is that you don't need, nor should you try, to appeal to everyone. You need to know your audience, speak to them and know what the hell you're talking about (or be real good at faking it).

When you're talking to a small group of people, your ability to earn trust and influence increases. It takes less water to fill a 10 ounce glass than a 20. What that trust and influence equals up to is a relationship, and that's the end game all these marketers, advertisers and everyone else are gunning for. John Hagel explains it like this:

First we are moving from a world of relatively scarce shelf-space to relatively scarce attention. Second costs of production and physical distribution are significantly declining on a global scale and customer acquisition and retention costs are rising. At the risk of over-simplification, value creation is shifting from business driven by economies of scale in production to businesses driven by economies of scope in customer relationships. Layer in a third factor at work -- the systematic and significant decline in interaction costs that make it easer for customers to identify vendors, find information about them, negotiate with them, monitor their performance and switch from one vendor to another if they are not satisfied with performance.

That, to me, is all about brand experience. Every touch point needs to thought through and manned with someone prepared to wow a customer and if you can't do it, someone else can. Like me. I have the ability to email every commenter on this site. With a small audience, it's possible to initiate that personal contact that makes people feel special. How can Coke compete with that?

I think that is the bottom line. Maybe it's not fame/stardom that people are looking for, but it's hard to deny that people want to feel special. I know what makes my readers tick. I know what videos Loren's into, what kind of posts will elicit a sarcastic reaction from Jeff and the kind of links Chartreuse likes to read. Sure it doesn't scale, but for $10-a-month hosting fees, it doesn't need to. I can figure that out later, influence will always be a valuable commodity.

Feeling special is just a kind of attention, those three people I singled out are just one of the many who have left comments around here lately an made me feel special. It's a two way street, you see. "Rather than just focusing on how to get attention, vendors might also want to consider how they can help their customers receive attention that is important to them and not just from the vendor, but from others that matter to the customers," Hagel says. Those links and callouts are a small example of a larger idea: These are real relationships. "A small audience of super-committed fans can be worth more, in economic terms, than a massive audience of casual viewers and readers." That's big.

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COMMENTS

1CK

Yep, attention and time are the dearest resources one can give--and yet most companies treat these contributions as disposable commodities. All in the fight for scale. Sigh.

Many of today’s companies aren’t built to serve niches and it will be interesting watching them reengineer themselves by breaking up their businesses into units designed to better serve these audiences. Or implode.

It comes down to people wanting to feel recognized, respected. They needn't be famous, so much as heard.

Be it a customer recognized for their loyal service, a blogger recognized for their thoughtful posts or a fan recognized for their devotion to a Sci-Fi series; companies would do themselves a BIG favor by recognizing these feats of time and attention...as you’re right, that’s the stuff that makes for real relationships.

Excellent posts by Nagel and Jenkins, thanks for pointing those out.

August 28, 2006

2Noah Brier

My pleasure, excellent comment as usual. :)

I actually had to edit this post a few times (the first serious edits I've done in a while) to get it to where I wanted to. Here's something related to what you said that didn't make the cut:

"Though mediocrity is hardly ever cited as the part of the equation, it has doubtlessly played a large role in the rise of so many small businesses. Most of the corporations producing consumer goods have been doing so for a long time. They grew up in an era of limited choice and complete control. They could afford to make shitty stuff because people didn't have any other options. Now we do, and we're demanding better."

I think you're right, "recognition" rather than "fame" . . .

August 28, 2006

3CK

One last thought and then I'll shut up. Most companies don't understood that their products, services, experiences and yes, their holy-grail revenues, would increase simply by listening to and recognizing their customers. It's really that easy. Switching focus and implementing systems is what's hard.

Problem is that they've been hard-wired to view customers as transactions, not relationships.
But I think that's the difference between 20th and 21st century companies...so they might as well get cracking on it.

Take the blogosphere, we're all finding out how much better our ideas and our blogs are listening and recognizing one another. It's not such a stretch to apply the same principles to business--and all touch points of life, really.

August 28, 2006

4V[[a=s/\"p++Ers*t\\H-gRate/!!#~~

It looks to me like we are moving toward an infrastucture and users. No more companies, CEOs, "consumers" vs. "producers", hierarchies, or domination systems as we have had in the past.

Just an infrastructure of internets and servers, then users who create and share freely and abundantly. Users who consult each other, rathe than paying any attention to PR or ads or commercials.

Peer to Peer will possibly devour and supplant B2B and B2C, etc.

Users using freeware and low cost broadband to create then share with others, and a user community revolves around it.

It's definitely a huge upheaval that is quaking all around us. Those who succeed and prosper will be those who desire to help, benefit, and inspire others.

Not those who wish to domineer and bully and take advantage of fellow humans. The "convert or die" mentality is dead.

August 28, 2006

5V[[a=s/\"p++Ers*t\\H-gRate/!!#~~

CK: Yes, there is a Kingdom of Mediocrity in the homes, churches, schools, businesses, government, literally everywhere.

A solid fortified Cult of Mediocrity, and any who dare oppose with "over-achieving" Quality and Tom Peters/Drucker/Deming excellance, shall be outcasted, scorned, and destroyed as threats.

August 28, 2006

6Noah Brier

Fuck yeah, let's kill those overachieving bastards!

August 28, 2006

7CK

Yeah, the big-business-as-bully era is crumbling. Glad to be a witness to it. And this "kingdom of mediocrity" (nice, Vaspers), just like fair Camelot, has seen its best days. But like NYT's Ken Auletta said, "revolutions are messy". Frustrating, too (for those of us waiting for business to get a clue, already!).

Those "outcasts" are already the majority--anyone read Time Out New York's cover article declaring NYC as "New Dork City"? Interesting read at www.timeout.com that shows not only is it OK to be different, but that everyone is empowering each other through the progression. As the article says, "Another aspect of avant-nerdism is a small d democratic belief in everyone’s potential." (to Vaspers earlier point of helping and inspiring others).

Customers have always had the power. Now they can finally wield it (via blogs, lightsabers, whatnot). And, back to Noah's original point, the businesses who care for those relationships will set the new standards--those who don't follow suit will need to find their own kingdom. Preferably, far from ours.

August 28, 2006

8Chris Ritke

I'll admit it - I've been lurking for a while, reading almost every post that comes through your feed - and I'm loving it. This one really hit hard, and now I see my good friend Vaspers commenting here as well.

Throughout my career I've learned that going after a niche (or vertical or whatever it's called) is so important, but I've never really done it - and that has been a big mistake. When building something, it is so tempting to go after everyone out there. You're so proud of what you've built that you think the whole world needs to profit from it. That's the wrong approach. But it's also very difficult to step back and really stay focused on a niche. What if it's the wrong niche? What if they don't like me/my service after all? It's so tempting to go broader and lessen the risk. It takes a lot of discipline to stay focused.

It's the relationship with the user - and you can't have it if you're going after everyone that comes by. And once again I agree with Vaspers - you build a kingdom of mediocrity. And then everyone loses. Not this time, my friend.

August 29, 2006

9Loren Feldman

Congrats you have vaspers commenting. You've hit the big time.

August 29, 2006

10range

I don't have anything as insightful to say as CK or Stephen Streight, however I do agree with your opinion. The market is changing. Old media vs new media is a constant struggle.

August 29, 2006

11Noah Brier

The comments here are amazing, thanks so much for everyone's insight and for proving my point so perfectly. There are a thousand brands paying advertising agencies millions of dollars to elicit this high a level of feedback.

So I guess I have a question: What makes you all decide to leave comments here (or anywhere for that matter)? The more specific the better.

Seriously everyone, thanks again, I don't mention it enough, but having people out there to have these conversations with is just amazing. I really mean it when I say that every comment makes me feel special . . . so a heartfelt thanks to all.

August 29, 2006

12Loren Feldman

I comment because somethin moves me to. A clever thought, a point of view I support or don't. To encourage the writer to keep writing. To support a friend.

August 29, 2006

13jeff

Sorry, I thought this was a website for Breyer's Ice Cream...best cookie dough out there.

August 29, 2006

14CK

Well, you ask a lot of questions. You like to take a subject, grapple with it from a few angles and really define it (heck, you even ask questions on why we post comments :-). Guess I figure you're asking my opinion. So I give it.

Plus, only about 50% of my blogging time is spent on my own blog (I'd like to make it less than that, but I gotta keep up my blog and my biz). So those conversations that I do get involved in I like to see through. Seems I won't get the value otherwise.

You requested specificity. That's gonna have to do as I'm under deadline.

August 29, 2006

15Chris Ritke

I comment when something moves me and I feel that I have something to say. Otherwise I lurk, which is not a bad thing - just ask Vaspers!

August 29, 2006

16David Berkowitz

I comment for fame, glory, and riches. Are there any other motivators?

August 30, 2006

17Ben

I generally only comment when I feel very passionate about something. I'm still trying to figure out what all this stuff means (attention, branding, etc.), so I don't think I'm quite on the passionate level yet. But I'll let you know when I get there.

PS. Jeff, have you tried ben and jerrys half baked? cookie dough AND brownie dough. Brilliant.

August 30, 2006

18V[[a=s/\"p++Ers*t\\H-gRate/!!#~~

Lurkers, non-commenting readers, are a blog's best friend. They add traffic to your stats, and chances are, they take your ideas into the exo-sphere (outside the blogosphere, whatever that may be, I dwell in the blogosphere and am unable to come out of it for any reason except client meetings).

Many lurkers are inarticulate, shy, stunned, feel you said it all, multi-tasking, or too hurried and stressed out to pause and leave a comment at a blog.

Lurkers may be propagating your ideas in books, magazines, bars, family get togethers, offices, whatever. So tell a joke now and then. "Noah said the wildest thing yesterday. Who is Noah? Oh, a blogger I read a lot."

Universal Content Utopia is being created by bloggers and other netizens. All the laws about everything are changing due to the internets and the Global Democracy Revolution. As we boldly speak our minds on our blogs, friends in repressive regimes are reading us.

Remember, you have loyal readers who simply CANNOT post a comment without being killed or imprisoned.

August 30, 2006

19Mark Lewis

This line's up nicely with the "small is the new big" philosophy that Seth Godin covers in his new book and that I think we are all experiencing as consumers. Marketing has always been about sacrifice (what you will not be, who you won't talk to), but now it needs to do a better job of creating brand intimacy.

September 7, 2006

20Rehab

Commenting is the only way the website can get proper feedback from its visitors. There are many sites and blogs who do not allow everyone who wishes to comment, post a comment, which is very strange, because the popularity of the blog depends upon it's views of the visitors.

September 8, 2006