Trust Economies: Investigation into the New ROI of the Web

44.04.TrustEconomy.pdf (543,5 kB)


Julien Smith and Chris Brogan “If You Build It, They Won't Come What happened to the early days? You built a baseball stadium, a store, a web app, and people flocked to it... now what? We are suspicious of marketing. We don't trust strangers as willingly. Buzz is suspect. It can be bought. Instead, consumers and business people alike are looking towards trust. We want our friends to tell us it's good. We want someone we know to say we should look into it. Marketing spend might start at awareness, but in the Trust Economy, communities are king, and ROI stands for Return on Influence.”


About the author:
Chris Brogan is a social media evangelist and community developer. He is co-founder of PodCamp, the free unconference about podcasting and more. Julien Smith is a podcaster, loudmouth, and storyteller. His podcast is the longest-running in Canada, and is broadcast weekly on Sirius.

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