Trong khi bản chất cổ điển so với nuôi dưỡng cuộc tranh luận sẽ yêu cầu bạn đứng về bên nào, Lewin của phương trình không: invitingly cho phép cho người và môi trường của họ ảnh hưởng đến những gì xảy ra trong một phức tạp, nhưng sâu sắc, cách. Đôi khi thiết kế cho có đi có lại chỉ đơn giản có nghĩa là cho cơ hội để đáp ứng hoặc hành động bằng hiện vật. Khi ai đó làm một cái gì đó giống như nhận xét về một. | 48 DESIGNING FOR THE SOCIAL WEB Customer Service is the New Marketing Marketing which is defined as the action or business of promoting and selling of products or services 5 becomes much easier when you focus on having authentic conversations with the people who use your software. When you have authentic conversations with people you learn enough to actually improve your product with them freeing you from the need for the hard sell. No longer will you have to convince people your software is worth it because by working with the very people you re selling to you re guaranteeing a valuable product. This kind of interaction has traditionally been thought of as customer service. Brad Burnham a venture capitalist who invests in early-stage social software learned this by observing the way Craigslist worked. He says customer service is the new marketing Customer service is the new marketing because you can realize the radical efficiencies of the web only by enlisting the users of the service as co-contributors. The best web services provide bandwidth cpu storage and a governance system and then their users create the service. This is certainly true of Craigslist but it is also true of more commercial implementations like YouTube Flickr and . So if your users are your co-contributors your co-creators really what does it mean to sell them If you need to convince your contributors of the value of your service you have probably already lost. All of the web services I mentioned are free so selling them doesn t make literal sense anyway. What you can do is serve them and serving them is the best marketing you can do. Why because only by serving them can you learn what it is that would make the service more useful to For social software the most effective marketing plan includes 1. Make the real commitment to authentic conversation 2. Get attention by focusing on a specific community 3. Keep attention and build trust by reacting positively to negative feedback
