Notes from a Seth Godin Webinar
I was invited to participate in a Seth Godin webinar today, sponsored by Search Engine Strategies Chicago. Seth discussed his new book, and then answered some questions. I took some notes:
- Rhetorical questions: How come when we go to find stuff online, we donÃ¢â‚¬â„¢t visit YellowPages.com? How did they fail? Why doesnÃ¢â‚¬â„¢t SothebyÃ¢â‚¬â„¢s own the online auction space? Why donÃ¢â‚¬â„¢t we have TV Guide videos instead of YouTube videos? Why donÃ¢â‚¬â„¢t I complain about having to update my status on AOLBook?
- His book is an articulation of a contemporary industrial revolution.
- A meatball sundae is a combination of two things:
- Meatballs are commodities sold to everyone.
- The toppings are the tactics of the new Internet.
- The toppings work best when put on companies that know how to use them.
14 Trends of TodayÃ¢â‚¬â„¢s Web
- Direct communication between producers and consumers. Companies usually put up enormous barriers between these groups. The Internet has opened up these channels of communication–compare SothebyÃ¢â‚¬â„¢s to eBay. Ã¢â‚¬Å“Given the choice, people want to be heardÃ¢â‚¬Â.
- Amplifying individual voices. EveryoneÃ¢â‚¬â„¢s a critic, and has a much louder, more persistent voice. Organizations need to embrace feedback.
- Have an authentic story. Be consistent.
- Our attention spans are approaching zero. No more one-minute commercials. Animated banners are too slow. This is a coping mechanism for figuring out how we want to spend our time.
- Chris AndersonÃ¢â‚¬â„¢s long tail. Very few organizations actually embrace the concept. Consumers want choice. Make the menu as long as you want–NBC can have 1000 channels instead of one.
- Micro-outsourcing. Outsource extremely small tasks like making dinner reservations. If you can write a manual for a job, itÃ¢â‚¬â„¢s going to get done by somebody cheaper.
- Google atomizes the world. People donÃ¢â‚¬â„¢t visit websites via the front door, and bundled products donÃ¢â‚¬â„¢t work.
- Infinite channels of communication. A million radio stations, millions of videos–elimination of the bottleneck. Every politician should have their own TV channel. You can build your own channel.
- Consumers can talk directly to consumers. Your business customers can build a cartel to make you lower your prices. See also eBay.
- Shifts in scarcity and abundance. Stuff that used to be scarce is now abundant. Stuff that used to be abundant is now scarce–the ability to pollute or spare time.
- The cost of getting successful is to have a truly big idea. See also the iPhone.
- The shift from how many to who. Marketers are obsessed with amounts. Being on The Today Show is no longer more powerful than being on Boing Boing.
- Democratization of the wealthy. See book Trading Up. The number of rich people is going up, and theyÃ¢â‚¬â„¢re just like everybody else. ItÃ¢â‚¬â„¢s hard to predict who wants to buy your Prada purses.
- New gatekeepers and no gatekeepers. We no longer have the power to decide how hears what. Scoble and Arrington are new gatekeepers, but have less control than the old ones.
- How do you change your marketing–what you do–so that itÃ¢â‚¬â„¢s in synch with what the market demands?People buy TV advertising because their boss did. You canÃ¢â‚¬â„¢t get fired for spending more money on it. Most importantly, itÃ¢â‚¬â„¢s unmeasurable. The Internet offers measurable media, which scared the heck out of marketers.
- Google and OvertureÃ¢â‚¬â„¢s brilliant move was selling ads for a nickel. The price has been increasing ever since. SEM is Ã¢â‚¬Ëœspending a nickel to earn a dimeÃ¢â‚¬â„¢.
- A shift to SEM is happening, but itÃ¢â‚¬â„¢s going to take a while.
- The technology adoption curve goes to infinity at both ends. At the front end, itÃ¢â‚¬â„¢s possible to be too focussed on the bleeding edge. Disruptors can get too far ahead, and the masses never catch up.
- Facebook is largely a permission marketing tool. “I give you permission to contact me in a spam-free way.” Hence, there’s a land rush of people trying to build a massive amount of people they can ping inside Facebook.