Huff, Puff, and Webonomics
AOL’s recent purchase of the Huffington Post for over $300 million dollars is proof that online communities create real value and real wealth. However many organizations still view their online investments as an electronic sink-hole in a technology they can’t use and don’t understand. These organizations are under the false assumption that online collateral is an investment in targeting a market, and not an investment in being the market.
The Huffington Post is a marketplace of news, opinions, and information. With four million comments a month and growth that is faster than Twitter and 15 times faster than the growth of the Internet this publication is one of the most valuable Web properties in the World. The success of the Huffington Post is occurring at a time when traditional publications such as newspapers and magazines are failing faster than then we can count.
This session is for any organization that wants to explore ways to create a long-term strategic focus on investing in sustainable collateral that facilitates the exchange of value. This is definitely not a session on ecommerce and creating shopping carts. Instead, we will as a group explore ways your organization can effortless create value by shifting your focus from “targeting” a market to “being” a market.
Learn to “Be” a Market
A market is simply a place of exchange with willing participants. When organizations behave as “markets”, they stop seeing consumers (site visitors) as a scarce resource and recognize them as willing participants in the exchange of value. This fundamental shift in the focus of your strategy will align your goals with that of your visitor and can increase the likelihood your intellectual and technological collateral are cash cows and not problem children.