Seth Godin is one of the best voices in contemporary culture on marketing and true connections in our ever-changing world. His blog post today (“Driveby Culture and the Endless Search for Wow”) is worth taking the time to read. He is getting at one of the biggest challenges in our culture:
We’re creating a culture of clickers, stumblers and jaded spectators who decide in the space of a moment whether to watch and participate (or not).
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More and more often, we’re seeing products and services coming to market designed to appeal to the momentary attention of the clickers. The Huffington Post has downgraded itself, pushing thoughtful stories down the page in exchange for linkbait and sensational celebrity riffs. This strategy gets page views, but does it generate thought or change?
At the same time, Godin is also suggesting that those who do not succumb to this ‘driveby culture’ will also be the true catalysts for change:
My fear is that the endless search for wow further coarsens our culture at the same time it encourages marketers to get ever more shallow. That’s where the first trend comes in… the artists, idea merchants and marketers that are having the most success are ignoring those that would rubberneck and drive on, focusing instead on cadres of fans that matter. Fans that will give permission, fans that will return tomorrow, fans that will spread the word to others that can also take action.
The interesting question here, though, is not how fast is too fast, but what works? What works to change mindsets, to spread important ideas and to create an audience for work that matters? What’s worth your effort and investment as a marketer or creator?
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In the race between ‘who’ and ‘how many’, who usually wins–if action is your goal. Find the right people, those that are willing to listen to what you have to say, and ignore the masses that are just going to race on, unchanged.
What do you think about what Godin is saying here?
Are we creating a ‘driveby culture’ through the web and easy-to-use web-based applications?
How can one create true ‘followers’ and community around your initiatives, art, or passions?
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Matthew Erickson 
You know, I think just like most things, the bad effects of new technology always gets more attention than the good. I realize we can’t discount the bad, but I have seen plenty of really awesome things spring up from the technology we have today- specifically the internet- that would not have been possible without it.
Here is a great example (that I am a huge fan of):
http://nerdfighters.ning.com/
Alright, so these two brothers, Hank and John Green, who live in different parts of the country started a project in 2007. The idea was that they would not communicate with each other through any text-based means for the whole year. Alongside this, they made video blogs for each other, alternating days back and forth. They used the internet just to post their vlogs, but it was still really just a project between the two of them.
In a very short amount of time, they noticed that quite a few people started commenting on their videos. So they started interacting with those commenters. A community began forming in the comments of these videos and Hank and John encouraged that by including those people in the project (by taking polls, doing challenges proposed by comments, announcing important things commented about like so-and-so just had a baby or so-and-so is getting married). And when so-and-so would have a baby, John and Hank would say: ‘let’s send them something to celebrate!’ so these people who have never met each other in person are sending each other videos, home-made baby toys and story books, emails, and well-wishes when important things happen!
I was really blown away by how quickly this community formed. Hank and John still make vlogs for each other, but the focus has shifted from their project, to the community that came out of it.
I highly suggest checking out the site and looking at all the cool stuff that’s happening in this community. I just love how willing people are to come together for different causes and projects and support for each other. And I love how Hank and John have stepped back and become a part of the community just like everyone else. Right now on the homepage, you’ll see a lot of stuff about a guy named Tom, who does a ton of work on the site, setting up pages and junk. He was in a biking accident and you can see the reaction to this in the community. It’s very cool.
Anyways, take a look. Sorry I went on and on about this, and I guess it doesn’t have a lot to do with marketing, but whenever I hear people talking about the detrimental effects of the internet age on our culture, I immediately think of this community (and others like it) and how they have embraced this new technology and used it to connect with people all over the world in a real and sincere way that some people have a hard time finding even in ‘real’ life.
so anyways, when you have spare time, check out the Nerdfighter community here: http://nerdfighters.ning.com/
and watch the brothers on their youtube page, here:
http://www.youtube.com/user/vlogbrothers
Ok, That is all.
Allyson, thanks for sharing your point of view on this as well. A friend of mine had pointed out the vlog brothers previously, but I appreciated looking at their stuff again. Besides being simply hilarious and entertaining to watch, the Nerdfighters community that they have developed is really a great look at how community CAN be developed through modern technology.
To be honest, I have these sort of warring sides to me that I find difficult to resolve. Side One: I love technology, use it endlessly, and seek to find redemptive ways of utilizing it in the world. Side Two: I hate technology, seek to rid my life of it, and get back to Walden Pond basics in Thoreau’s style.
I don’t know what that means for what you are saying other than that the tension you outlined at the beginning of your comment (good versus bad perspectives on technology) is something I actually experience internally, as well see in use of technology around me.
Yeah, I think I feel that way about it too. I either want to totally embrace and utilize it, or pull away from it. It’s strange, I’m not sure there are a whole lot of things that make me feel that way.
–Also, I take back what I said about the Vlogbrother topic not having much to do with marketing. I think we can take a lot from how this community works. In response to Seth Godin’s question:
“The interesting question here, though, is not how fast is too fast, but what works? What works to change mindsets, to spread important ideas and to create an audience for work that matters? What’s worth your effort and investment as a marketer or creator?”
I think people nowadays are responding better to a more relationship-driven form of marketing. We can see this sort of thing happening in a little different way on Twitter. The businesses that are successfully utilizing Twitter are engaging with their patrons. Take a look at this article from the Milwaukee Business Journal on small businesses that were basically build with Twitter:
http://cometbranding.com/news/?p=451
I think people want to feel like they are a part of something- like their voice is heard when they give their input. Twitter is the perfect medium for this. We give short bits of input, and get a short response back. It gives us a sense of a little deeper connection with the businesses and organizations we interact with.
Allyson,
Thanks for the further insights and the link to the article. I’ve seen a lot of traction for organizations, ideas, and products through Twitter. It is very powerful, even though so limited. I think there are lessons we can learn there on a variety of levels.
I agree with what you said near the end of your post: “I think people want to feel like they are a part of something- like their voice is heard when they give their input. Twitter is the perfect medium for this. We give short bits of input, and get a short response back. It gives us a sense of a little deeper connection with the businesses and organizations we interact with.”
Great stuff! Keep the comments coming!