Presentation to the Ames Chamber of Commerce. May 20, 2010. Scott McLeod, J.D., Ph.D., CASTLE, Iowa State University, www.dangerouslyirrelevant.org.

1. Why be social? Getting your businessnoticed in anattention economy

3. Everything is moving to the Web

4. Everything! (really)

7. If you’re invisible, you’re irrelevant

8. GoogleJuice and your digital footprint

9. Rules of the Web

10. The Web reduces friction

11. The long tail

12. http://snipurl.com/beqif

13. “Other” is the leading brand

14. Too hard? See ya!

15. The Web enables abundance

16. Abundance of choices

17. Abundance of channels

18. Attention economy

19. The Web enables unbundling

20. Google v. Yahoo!

21. Newspapers

22. Car accessories

23. Niche markets

24. The Web is egalitarian

25. Conversation follows quality

26. Eyeball voting

27. Interruption marketingis dead

28. Gimmicks and ads are everywhere

30. Internet ad blockers

31. WAY too many channels

32. The Web commodifies everything

33. 10,000 others do what you do

34. If you’re a commodity, you’re dead

35. What’s your value-added?

36. Price? Nope.

37. Breadth of offerings? Nope.

38. Customer service? Maybe.

39. Story / experience? Yes.

40. What business are you in?

41. Newspapers

42. Sports?

43. Weather?

44. Classifieds?

45. News?

46. Permission marketingis key to survival

47. Fewer but deeper

48. Casting the net v. dating

49. Word-of-mouth marketing

50. Trust

51. The more you control, the less you’ll be trusted (and vice versa)

52. It’s their community, not yours

53. It’s not about you

54. Listen

55. Authenticity

56. Can’t buy trust

57. Can’t buy incoming links

58. Can’t buy attention

59. You can’t buy permission

60. Customers controlthe conversation

61. When there are a billion information streams, to whom do you turn?

62. Transparency / honesty

63. Dialogue

64. Collaboration

65. Your worst customer is your best friend

66. An asset,not an annoyance

67. Be remarkable

69. Flat tire on New Year’s Eve

70. No amount of marketing will make up for a bad product

71. The Web doesn’t forget

72. Backlash is swift

73. Mobs form in a flash

77. Streisand effect

78. Give control toyour customers

79. What do they want?

80. Information

82. Personalized / individualized

84. Interactivity

85. Relationship with you

86. Relationship with each other

89. To be valued

90. Harness their ideas

93. Leverage their knowledge

95. Your customer is your ad

96. Give your evangelists a megaphone

97. THANK YOU! dangerouslyirrelevant.org/ameschamber