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The Value Of Trust In The Attention Economy: Influence Is The New ROI

Do you know why trust has gained so much value in the attention economy? Bombarded by an increasingly complex life, by more news and information, by marketing and sales calls of all kinds, people are increasingly "on-the-move" and with less and less time to devote to anyone specific thing. They are rushing from a website to another, from a conversation to another. And this is why their attention has become more valuable than gold these days.


Photo credit: Iurii Davydov

In the era of social media, traditional marketing channels are tricky venues to promote your product. Consumers are suspicious of marketing, they don’t trust the buzz, and relationships created ad hoc to sell a product do not work anymore.

Today, the relationship must come before the sale, not the other way around. By creating and nurturing your community and by making customers your good friends it is possible to develop new relationships and loyal supporters which can be an invaluable asset for any company in the market today.

Once you have a community of passionate fans and followers, it becomes easier to share your commercial recommendations and advice in ways that are more spontaneous, natural and credible.

George Benckenstein explains why building trust and relationships with your customers is so important. Inside communities people influence one another. Personal interests become social objects and spread across your network. Are you part of it? Do you help your community and customers learn and relate with each other in ways that augment their attention investment in you?

That's what the new Return On Investment is all about. The new ROI is the useful, tangible influence you create rather than the investment you make.

Here, in more detail, George Benckenstein's vision:

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    Breaking New Media News - Friday Jul. 3rd

    Last updated - 20:23 Rome

    Pete Cashmore / Mashable!

    Get Retweeted On Twitter



    Viral marketing scientist Dan Zarrella dug into the data on retweets and published some interesting stats about retweet behavior. These help us understand why people retweet things, and might help you too.
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    Chris Crum / WebProNews

    7 Behavioral Targeting Privacy Principles



    Today a group of key trade groups released comprehensive privacy principles for use and collection of behavioral data in online advertising.
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    Hanan Lifshitz / Search Engine Land

    It’s All About Local Organic Domination



    What small business owners should do to increase their online visibility? While opinions vary, most experts agree about the importance of ranking high on Google's various organic search results.
    Read more...


    Devin Coldewey / TechCrunch

    YouTube Now Allows Direct HD Embeds and Links



    YouTube now allows for direct linking to HD streams, as well as easy embedding of same. While it wasn’t impossible before now to get an HD video by default on your page, or to link right to one, it required a little work.
    Read more...


    Duncan Riley / The Inquisitr

    Google Finally Adds Drag And Drop To Gmail



    Google has finally added the ability to drag and drop emails into folders / labels some five years after launching the service.
    Read more...




    Frederic Lardinois / ReadWriteWeb

    Pingdom Now Offers Free Website Monitoring



    Over the last few years, Pingdom has established itself as a well-regarded uptime monitoring service, but until now, its services were only available to paying customers. Today, however, Pingdom launched a free version of its service.
    Read more...


    Jeff Hobbs / Mashable!

    Use Wikis For Business Projects



    If you’re thinking about using a wiki in your team’s toolkit for the first time, keeping a few points in mind will help everyone get up and running without tripping over the changes that the wiki way brings to project documentation.
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    Mark Nutter / Smashing Magazine

    Best Practices For Effective Design Of "About Us"-Pages



    The "about us"-page is one of the most overlooked pages in development and one of the highest ranked pages on many websites. We present 60 beautiful and effective about pages that engage users and neatly present their designers.
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    Robin Wauters / TechCrunch

    Twitter Grows “Uncomfortable” With The Use Of The Word Tweet In Applications


    We were just forwarded an e-mail conversation between a Twitter API team member and a third-party developer because the latter was using a UI for its web-based service that was admittedly very similar to Twitter’s web application.
    Read more...


    Erick Schonfeld / TechCrunch

    Flickr Aad Twitter are Now Officially Sucking Face



    In addition to email uploads, Flickr now lets you Tweet out any photos directly from the site with a new official feature called Flickr2Twitter.
    Read more...


    Chris Crum / WebProNews

    Better Ad Targeting On Facebook With Keyword Suggestions



    Facebook has begun offering keyword suggestions for it's ads. This could go a long way to help advertisers better target Facebook users.
    Read more...


    Robin Wauters / TechCrunch

    6rounds Launches Video Communication Platform With Several Layers Of Fun



    Israel-based 6rounds thinks that there is a demand for a video platform that offers additional layers of fun, social interaction and utility on top of the basics of video conversations, and they’ve raised the necessary funds to bring the idea to market.
    Read more...




    Doug Raymond / Google AdWords API Blog (via Search Engine Land)

    Google AdWords API v2009 Launch


    The AdWords API team has announced today the launch of AdWords API v2009. v2009 offers more speed, scale, and flexibility to developers, at a lower cost.
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    Chris Crum / WebProNews

    Getting The Media To Cover Your Business


    Arketi Group has released findings of a study on how journalists use the Internet. The web provides a great many resources to both online and offline journalists.
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    Chris Brogan / ChrisBrogan

    Strategic Blogging And Some Tactics To Nail It



    Once you get past the “should my company be blogging” hurdle and into the “okay, so now what?” part of the race, the next question you might find yourself facing is, “What should I be doing to marry my blogging to my business goals?” If you’re in charge ...
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    Amit Agarwal / Digital Inspiration

    Import Google Images Into Your Office Documents



    The Office Online website is an excellent resource to find high-resolution stock photographs, clip arts, GIF animations and other graphics that you can use in your PowerPoint presentations or Word Documents for free without having to worry about any ...
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    Jason Kincaid / TechCrunch

    YouTube To Broadly Release Call-To-Action Overlays, Allows Linking Off-Site



    YouTube is about to release a very important addition to its suite of advertising products: a semi-transparent pop-up that links viewers to any website you choose.
    Read more...


    Christina Park / Google Analytics Blog

    Back To Basics: Free Google Analytics Tools


    Two free tools that anyone can use while setting up Google Analytics for your site. The tools below are pretty basic but are applicable to anyone tracking a campaign with an Analytics account.
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    Chris Crum / WebProNews

    StumbleUpon Can Get You Big Traffic and Lots of Links



    StumlbeUpon went from 5 million users last year to 8 million this year, and they are now drawing a more social userbase that is prone to sharing content.
    Read more...


    Stan Schroeder / Mashable!

    Got a Good Credit Score? Prepare for High-End Google Ads



    Users with good FICO scores might soon start seeing ads for more expensive luxury goods and services than those with lower scores, as Google has started to experiment with targeting ads based on users’ credit score.
    Read more...

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