Todd Wilms, SAP
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Exchange from "ye olden times"
As we move our business and relationships further online, a new system of exchange has evolved. This may be as big an evolution since the Phoenicians invented coins, so that now you didn’t have to carry six cows to go to market (plus it was hard to “make change” dealing in a livestock-based system).
This new exchange is the “trust system.” It is the relationship you as an individual have with any online property you visit. That product review for that new toothpaste you want to try, or the link to that video of the kitten your aunt sent you, or that new automobile you are interested in, or that business paper on your particular area of expertise – each of these live somewhere on-line and more and more often savvy marketers want something from you to accessthis great content. What they want is valuable. They want your information, your profile. (This is not to be confused with “privacy” issues and those trying to steal it from you.)
This is the relationship between two parties – the provider and consumer . As long as both sides come to the relationship understanding what each has to offer, this is an excellent system of bartering. I will give you my information as long as it is of equal value to me as to what I get. That toothpaste review might be worth my name and email address, that business white paper might be as valuable as my name, email, phone, company, and title. If I see sufficient value in the content, I may tell you what I am thinking of, dreaming of, wanting, needing, and how much I am willing to pay for that automobile, or that new software.
Since we are talking about trust, who am I? Well, I am one of those marketers who wants to know who you are, who I am talking to. I will engage in that exchange of providing you great insight, information, or content if I know to whom I am providing that information. But, “trust” is a funny thing - hard to gain, easy to lose. The relationship is . . . not to be too dramatic . . . sacred. Our on-line and social interactions demand it. The repercussions are severefor those who violate that trust. There are plenty of great brands and companies – SAP is one proud example – who acknowledge and value this relationship. For every great brand, there are those on the fringes who will attempt to “game the system” for their own advantage. Usually for some short-term gain, but inevitably for their long-term loss.
As I work with companies and organizations to help develop theironline programs , there are several simple guidelines to follow to help these programs succeed. This is basically a version of on-line dating:
Guideline #1: Take Me Someplace Nice
If I am going to engage in a relationship with you, you had better promise that you are going to treat me well. Take me to nice places, respect me. It is all I ever wanted. So, make sure that your site and the content are easily navigateable and that consumers can find the information that they are looking for. The experience matters if you want to make sure you are building your relationship.
Guideline #2: Relationship Accounting
This is simple math. What information I give you must be at least equal to the value of what you give me as a consumer. Provide great, valuable content and you will get great, valuable information. Relationships are about equal footing. If they aren’t on an equal basis, I may leave you.
Guideline #3: Let’s Not Rush This
Marketers, let’s not assume that I am going to give you my pin number right away. You need to buy me dinner first. I am not that easy. Let me build that relationship with you over time. Let me make sure that you are respecting my information. Once things go well and we have a few dates . . . well, we will see.
The exchange is based on our mutual understanding. It is actually very easy for both sides of the equation to put one in the “win” column. Most of this comes down to knowing the rules and building the relationship. Trust me!
