The New ROI: Return On Influence
Chris Brogan, co-founder of PodCamp and Julien Smith, a podcaster in Canada write an interesting manifesto about a new kind of economics on the web: Trust.
At the core of trust is building relationships. We encounter all types of relationships: fake, manipulative, or worse, toxic. These type of relationships are not profitable to maintain - certainly financially, and most importantly, worthy of our attention. The authors maintain that we are starved for time. "...attention is scare - more valuable than cash and rarer than gold... When you get some, embrace it and find out how to get more."
“If You Build It, They Won't Come. What happened to the early days? You built a baseball stadium, a store, a web app, and people flocked to it... now what? We are suspicious of marketing. We don't trust strangers as willingly. Buzz is suspect. It can be bought. Instead, consumers and business people alike are looking towards trust. We want our friends to tell us it's good. We want someone we know to say we should look into it. Marketing spend might start at awareness, but in the Trust Economy, communities are king, and ROI stands for Return on Influence.”
Download the PDF manifesto at ChangeThis.com
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