- disclosure: the social web is about changing the way we communicate. It is therefore about transparency and stating clearly who you are, what you do and who your work for.
- openness: is in my eyes one of the essential qualities required for those wanting to use the Social Web for business. It requires that you give away your “secrets”, and share openly. A creative Commons license is key. All the principles explained by Seth Godin in unleashing the ideavirus.
- collaboration: in the etymological sense of the term, i.e. in Latin: cum laborare (to work together), that is to say that all users become contributors; UGC is at the heart of the Social (and even non social) Web.
- quid pro quo: the social web and collaboration is about exchanges online and also off-line. Collaboration takes place when people share things together.
- mutual benefit: lastly, collaboration implies that all contributors benefit from the common work. This is crucial because in the social web, there should be no winners and losers, just winners. If you don’t believe in that, maybe the Social Web is not made for you, and the fact that it’s fashionable isn’t really important (read meatball sundae).
Tag Archives: Seth Godin
It all started with a virus. I know it, I was there! By there I don’t only mean that five-star hotel near the Rockfeller Centre in NYC in April 2001, barely a few months from the dreaded day, at this super event hosted by Don Peppers with speakers like M Gladwell and Seth Godin himself. I’m talking about ‘there’ as being on the Internet, i.e. nowhere at all in fact, when Seth had decided that everyone had to spread the ideavirus themselves and were granted the author’s permission (that’s permission marketing for you) to post the e-book wherever they wanted. And so I did. And it’s still there after all these years.
- read the ideavirus online by finding the link on the visionarymarketing.com home page or click Seth’s head to download
The permission was granted and never withdrawn. It pays to be an Internet fiend.
And a few months ago, my rss feed reader warned me that Webpronews’s Lee Miller had written an article about one of Godin’s latest appearances. The beat still goes on. OK, there might be a wee bit of story-telling behind this, and it’s also difficult to tell the difference between story-telling and hype (after all, now Rosenzweig’s halo effect can help you make this out for yourself). But when Miller summarises Godin’s approach in four steps, one feels that, despite the weird commentary, he has definitely hit a nail:
Godin’s bottom line is more of a “revolving circle,” as opposed to other redundant repetitiveness:
1. Be remarkable (at it’s base, “remarkable” means “something to mention”)
2. Tell a story that makes people feel good
3. When they feel good, they’ll spread the word about why (remarking about it)
4. And then they’ll give you permission to market to them
And this is why I still point people at the ideavirus. Ok it may seem strange and packed with – neatly crafted – neologisms but it is so in synch with the way that ideas are passed (not just on the web). Recently, I used Godin’s ideavirus theme to spread the word internally about my joint innovation programme. ‘If I can have a good idea in front of my clients, then here is the result and come and grab it from my wiki website’. And it worked, even though people were surprised that I could give away my material so easily. Godin was right in that showing others what you’ve done brings more rewards than it brings problems.
Godin’s approach is more than a gimmick. It seems superficial and the praise about ‘littlemissmatched.com‘ may appear exaggerated but still, the concept geared towards the sharing of ideas and impressions is at the heart of Internet Marketing and Marketing 2.0 and it’s here to live.
Mark my word, in ten years’ time, when you will visit this website and blog, you will still download the ideavirus and go ‘wow!’
3 comments | tags: buzz, Cult marketing, e-book, Godin, Guru, Halo Effect, ideavirus, Seth Godin, viral marketing, Webpronews | posted in Cult marketing, Halo Effect, ideavirus, Innovation, joint innovation, joint innovation program, joint innovation programme, marketing, marketing 2.0, viral marketing, web2.0, wikinomics
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