Marketers, Interested in Some Karma?
Originally published at Ad Age, Digital Next
Here is a recent illustration of how the web works. Chris Anderson, author of “The Long Tail,” is working on his new book in which he explores the notion of “free.” Rather than hole himself up in a cabin somewhere while writing, he uses his blog to test out content, source external perspectives and even ask for a little help.
Several weeks ago Chris put together a couple of rough visuals of his “free models” in the hopes that someone could improve upon them. A Critical Mass co-worker passed the blog post on to me, knowing that I might take Chris up on the challenge as I love solving problems visually.
Within minutes of my post being launched, Chris provided feedback on my visual, I reposted and he linked back to us.
The irony is that this little exchange is not only becoming more commonplace, but it’s also reflective of the fourth model Anderson outlines as the “gift economy.” People will provide things of value at no cost, and it’s likely that something good can happen in return – call it karma. Now that’s something to think about as marketers. When was the last time you asked your customers for help? When was the last time you listened? And when was the last time you produced something of value only to freely “give it away”?
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Hi David,
I recently finished researching user-assisted selling – things like ratings and reviews and the strange thing is they fit into your fourth model.
When I write a review on a product, I don’t get anything in return per se. I do however help others with their purchasing decisions. Which is why the majority of reviewers say they do it.
The karma is that later on when I am shopping online chances are some one has done the same for me.
Dave,
That’s a great example. This kind of “marketing” is very much relationship based. Built using “micro-tactics” and cultivated over a longer period of time. It’s a bit more fuzzy than traditional tactics, but it works. I think small businesses have used the Web successfully in this manner. The big brands can certainly learn from this.
David,
Love your visuals which you greatly improved over the originals and this is a great example of “karma”. Initially, My eye went directly to your diagrams and missed the key, as I am prone to do. I thought you might consider a heart around your K for Karma and/or “sun rays” to enhance the visuals of the warm, fuzzy feelings of getting something for free and the Karma that it generates. Just a thought.