Week Three Readings

Easy question for this week since you are working on the legacy media case studies. Just tell me one thing you found interesting or relevant about the readings for this week.



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10 thoughts on “Week Three Readings

  1. Kimberly Exford says:

    I enjoyed this week’s readings from Jarvis’ book. I was especially interested in the section titled, “Your customers are your ad agency.” This particular section stuck out to me because I work for a company that has this EXACT same mindset. Nanci Bell is one of the co-founders of Lindamood Bell Learning Processes, the company that I work for. In the 8 years I have been employed there, Nanci has never once done a television advertisement for any of her 61 learning centers. Rarely, we may have a radio ad on NPR, but that’s it. A majority of our clientele come from word of mouth. People have an awesome experience at our center, and then share the news with their friends and family. In Jarvis’ book he mentions eliminating advertising altogether, and though we haven’t done that, we are pretty close. I also like his mention that, “every time a customer recommends you and your product to a friend is a time when you don’t have to market to that friend.” To me this is gold, and so true. The more people that are talking about you, presumably in a good way, the less you have to spread the word. They are already doing it for you. We offer a service that is needed, we teach reading and comprehension to students with learning difficulties. We are helping to solve a problem in the community. We pride ourselves on great customer service in all of our locations. Like Jarvis says, ” customer service is the new marketing.” Love it!

    • Carrie Brown says:

      Good. I think it’s useful when you can apply what you’ve read to your work experience, as Lori has also done, below.

  2. Lori Shull says:

    I agree with what Kim says and was equally struck by the idea that customer service is the new marketing. I think that that idea very much depends on the location or services offered by a business – in a crowded market, I think it will be a while before ads truly go away. The part that I really thought was interesting was that what counts now is the quality of public relationships, emphasis on the public. I joined the workforce after Twitter and Facebook were available, so I don’t really know of any other way for myself, but I see it everyday where I work. Even though these platforms have been around for several years, it is still taking people a while to learn that they have to be monitored. There is a Twitter account – @ttuprobz – that constantly complains about things at Tech. Obviously, this is not a new thing, nor is it revolutionary to Tech, but it’s amazing how influential it is and how few people who work at Tech know about it. A lot of it is trolling, but it matters and when it constantly complains about things that the university should be working hard to fix, it hurts the university’s reputation and the quality of education we provide. And it’s difficult to be responsive when very little is being done that is actually making a difference. It’s a very public relationship and it’s too easy to fall short.

  3. I am really enjoying, “What Would Google Do?” by Jeff Jarvis. I hate to discuss the same portion as Kim and Lori, but Brad Burnham’s statement, “Customer service is the new marketing” really captured my attention. Just recently I had some difficulties with my Mac computer. I contacted Apple Customer Service and was so amazed at how easy, quick and effective it was to fix my issue. They walked me through each step to fix the problem and I was back to work in no time. They also followed up with a phone call and additional helpful information via e-mail. I truly felt like they were in tune with me as a person and a customer. As I finished speaking to the Apple rep, I found myself walking through my company describing my awesome experience. Every person that I recommended Apple to was one less person they had to reach through advertisement. Jarvis describes that the ultimate goal is to eliminate advertisement. I have never envisioned this as a goal, but now I understand it. He describes advertisement as your “last priority, your last resort, an unfortunate byproduct of not having enough friends.” If your business is exceptional at customer service, advertisement is actually irrelevant.

    • Carrie Brown says:

      Yes, and social media and digital have made getting recs from friends and others so much easier than it used to be just through word of mouth alone.

  4. Andrew Doughty says:

    First, I love What Would Google Do. His tone, approach, simplicity, etc. is perfect for this type of book and it is never more evident in these two chapters: New Publicness & New Society.

    Jarvis elicits a lot of “DUH” moments throughout the book but particularly in these two sections, mostly because of the simplicity and clarity he politely jams down the reader’s throat. While it should be overwhelmingly obvious that websites must provide any and all answers that people are seeking, hundreds of ventures fail because they can’t figure out this DUH concept. Most consumers don’t need another cooking blog or another restaurant reviewing website, whereas the owners of those sites need the consumers for obvious reasons: to make money. Consumers not only already have communities of food lovers, they have them in many different forms therefore the new players must find the holes that remain and bombard them with answers, but with such clarity and simplicity that those consumers can find them.

    His story of Mark Zuckerberg at the conference in Switzerland is a perfect example of the DUH concept. Everyone knows communities exist, probably including the news executive grilling the 22-year-old Zuckerberg, yet he asked a blatantly irresponsible and obvious question, one that the Facebook founder responded to perfectly by indirectly saying DUH. Because the world is moving terrifyingly fast, few actually take even a moment to look around and see what everyone is doing, what they’re asking, who they’re talking to, why they’re talking to them, what they’re seeking and what community they’re a part of.

  5. Nicholas Beshiri says:

    I think that the chapter in What would Google Do? entitled New Publicness seemed to be one of the most relevant topics from the readings. As Jarvis talks about in the book, if a business in not searchable they are not going to be found. Based on businesses that I have worked with in the past this problem is especially prevalent in small video or photography businesses. A video production and marketing firm that I worked for had absolutely terrible web page. The business ultimately failed and I will be willing to say that the webpage had a lot to do with it. The head of the company spent hours creating a fancy web page with all kinds of different navigation tools, but in the end it was very difficult to learn anything about the company from the webpage. It never really expressed what we did as a company I can remember several introductory meetings when we would have to explain who we were as a company and what we could do for their business. Sometimes looking back I wonder how my boss got people to come into the office.

    If the company would have made their webpage simple, and offered more information we would not have had to waste so much time in these meetings and the company could have gotten right to creating something for the customer. Making the website searchable would have brought in more customers and made the business much more profitable in the end. I think the aspect of making a business searchable is one of the most important aspects. Many times working with small companies that have competitors in the local area, I have noticed how much more business companies get the more of the so-called “google juice” they have. Getting a business seen of the internet is probably the most important type of advertising you can have.

    • Carrie Brown says:

      Yes – definitely an important core principle. I’d always recommend that businesses at least learn basic SEO techniques as well.

  6. Cheryl Hayes says:

    Jeff painted a very clear portrait of how new media works for the betterment of our society, and particularly for individual consumers. Jeff explained how he had issue after issue with his Dell laptop, contacted Dell for help, but the problems were never fixed. As a result, Jeff complained about the “lemon” laptop and terrible service from Dell via a blog post. From his blog post on the internet, a wildfire of complaining Dell customers erupted. His individual blog post lead to a network of consumers with the same, or very similar issues. These online bloggers became links that formed a network, a voice and a method to get Dell to listen to them and fix their problem(s). It was not a quick and immediate process. But the relevance is through new media, companies no longer have control of the market; of what to offer consumers. Now, through the advancements in the internet and media technologies, consumers are in the driver’s seat, which puts us in the position to tell companies what we want in our products and services. Awesome reading!

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