Local Will Matter More and More
Depending on who you ask, people would say that I’m an “Internet guy.” I’ll own that. I make my living on the Internet. I work primarily in the world of explaining to people how the digital world will change their lives. I’ll accept that to be true. But I must be really clear with you: understanding how the Internet makes Local work better is probably the most important part of what I’m studying and learning, and what I hope to help companies understand better.
This morning, I have a strange conundrum. I lost my car key at an airport a week ago. The thing is, I bought my car over the Internet, which was a great experience. Only, I have zero local support. I have no local relationship with any dealership or garage. It turns out that I need this, desperately, to solve this particular problem.
So, today, I called Anthony at a dealership local to the car. Anthony, not General Motors. I called one guy who is skillful, friendly, and able to help me solve my problem. On one side, I have the ease of use of buying my car off the net without the typical hassle. On the other side, I have a local guy who is going to fix my issue.
The Blend of Online and Local
In 2009, Julien Smith and I wrote Trust Agents to talk about the need for someone online to help build relationships. To be honest, back then, I’d say we were defining something akin to a WalMart greeter. In 2012, I believe that the trust agent is more like a high powered concierge. These people are still very vital for growth and business success. (Never read the book? Get it here.)
Today, however, I think it’s important for us to know both the online trust agent as well as the local hero. I think that’s a missing piece of many companies’ puzzles. But then, what will that entail?
Simply, a database is a good start. If I were to contact Scott Monty of Ford, and ask him who the trusted person for Ford would be in my neighborhood, he’d point me to Regan Ford, not far from my house. But there’s more to this, right? Scott might know where a dealership is, and that’s a good start, but then, how will he know who’s the real “trust agent” of that place or area? There’s a difference. You know the difference, right? There are people who have a job and people who live to serve. We want to connect with B, especially when we’re a bit frantic.
This is an Unfinished Thought
This post is more of a proto-post, a thought in action, the start of some thinking. I’m putting it out here because I invite you to think about it too. To consider it with me, if you would.
How will we blend the online and offline even more? How will we help people understand what you offer?
What will this all mean?
View full post on chrisbrogan.com
Why not do both?
You can start growing your online customers by acting local first, and also having a supporting online platform. Of course, it all depends on what you are selling. Selling services is different than selling products.
As helpful as the Internet is, when it comes to getting critical information or finding a great deal, people will still prefer to deal with someone on a personal basis.
If you are a person that primarily does business over the web, it’s important to have a way for people to reach you offline (and if you are available locally- that is even better). It’s always assuring to have somebody talk you face to face.
I like to always make myself available over the phone or Skype when dealing with people online, however if they are near me I always recommend a personal meeting.
As helpful as the Internet is, when it comes to getting critical information or finding a great deal, people will still prefer to deal with someone on a personal basis.
If you are a person that primarily does business over the web, it’s important to have a way for people to reach you offline (and if you are available locally- that is even better). It’s always assuring to have somebody talk you face to face.
I like to always make myself available over the phone or Skype when dealing with people online, however if they are near me I always recommend a personal meeting.
Local has ALWAYS mattered to the local mom and pop
establishments…the brick and mortars that are getting it done in Yourtown
USA. What these people need is more than even a “high powered concierge” can
deliver. There is a huge technology loop that must be closed for a majority of these
local businesses, especially where search and social converge. If being found
online has an impact on your bottom line, who can afford NOT to have a human
being…a “Trust Agent” working for them in order to leverage the internet? While
I’m a big fan of being an elbow in as many transactions and introductions as
one can muster…much more is needed where a local small business is concerned.
Someone has to do the actual lever pulling. A Trust Agent for small business is
a slightly different creature than one of the same name representing a more
mature and sizeable organization, yes?
I love Trust Agents, and you know this. I do find it
interesting though that I have always viewed your concepts and explanations
from the perspective of small business…and have taken what seems like much more
away from these than my peers from the enterprise. This stuff works very well
on a grass roots level.
Siri, GPS, IP Addresses, Google+, Bing/Facebook, SEO (albeit
defined much differently these days), Social media, Mobile, Etc…all of this is
converging to deliver a much more semantic and real time experience for our
would-be clients than many would have imagined possible only a few short years
ago. Technology and data are driving this shift and there’s no end in sight.
The sand is still shifting and integration for small business is not at all as
easily or quickly accomplished as some would have us believe. What has been
created is the need for a new professional. I have chosen to take my stand here
on the shifting sands. Call me crazy if you must.
Local has ALWAYS mattered to the local mom and pop
establishments…the brick and mortars that are getting it done in Yourtown
USA. What these people need is more than even a “high powered concierge” can
deliver. There is a huge technology loop that must be closed for a majority of these
local businesses, especially where search and social converge. If being found
online has an impact on your bottom line, who can afford NOT to have a human
being…a “Trust Agent” working for them in order to leverage the internet? While
I’m a big fan of being an elbow in as many transactions and introductions as
one can muster…much more is needed where a local small business is concerned.
Someone has to do the actual lever pulling. A Trust Agent for small business is
a slightly different creature than one of the same name representing a more
mature and sizeable organization, yes?
I love Trust Agents, and you know this. I do find it
interesting though that I have always viewed your concepts and explanations
from the perspective of small business…and have taken what seems like much more
away from these than my peers from the enterprise. This stuff works very well
on a grass roots level.
Siri, GPS, IP Addresses, Google+, Bing/Facebook, SEO (albeit
defined much differently these days), Social media, Mobile, Etc…all of this is
converging to deliver a much more semantic and real time experience for our
would-be clients than many would have imagined possible only a few short years
ago. Technology and data are driving this shift and there’s no end in sight.
The sand is still shifting and integration for small business is not at all as
easily or quickly accomplished as some would have us believe. What has been
created is the need for a new professional. I have chosen to take my stand here
on the shifting sands. Call me crazy if you must.
Chris,
I’m an insurance agent. A local insurance agent for a family owned insurance agency.
Online/Local is the future of our business. How do we develop the relationships Online that drive local clientele to our office or better yet call or even better yet email us?
Every local independent insurance agent in the country is struggling with this question. I have my own theories on this…
But there are so many people lost to this question.
I’m happy a “Internet Guy” like yourself has taken on the Challenge.
Ryan H.
Chris,
The trouble I have with your example is this: If people always buy online, how can we expect there to be a local expert around to help when needed? If we don’t support local businesses by purchasing cars, books, hardware from them, why in the world would we think they would be able to stay in business long enough to figure out a replacement car key when we leave it in the airport?
I feel truly baffled by your example. The things I buy online are the things I cannot buy locally. The things I can buy locally, I do not buy online. Local costs more for a reason: it comes with the expertise you speak of.
- Thorn
I love that this is ‘an unfinished thought’. Nice reminder that not all advice needs to be wrapped up with a bow on it. Some stuff is just to make you think….
Ive been asking a question along similar lines on twitter to some travel folks: How do I know who the best/most socially responsible local service provider is for any kind of trip in any destination for any kind of budget?
There is no good answer for this today but as you suggested, a database is a good start to be able to slice and dice such info by whatever dimension makes sense. Once that foundation is laid you can layer all sorts of review/rating/social etc functionality in it for it to become truly useful.
As you describe the knowledge network I say extremely helpful and big opportunity for brands that want to stand out in service relationships.