Today they exceeded their $30,000 target to make a documentary telling the stories from modern day surgery: the doctors, their victims and the collections. And still 5 days to go….We’re proud to have been able to help. A massive woooohoooo!!!!
I spent many years growing up in a close-knit rural community in the Scottish Borders where trust was a huge factor in our everyday lives; I trusted the local garage and knew they wouldn’t rip me off because I knew the mechanics’ families and friends and other customers – if they did a bad job everybody would find out; I knew which was the best butcher, the friendliest chemist (don’t go in there, they never smile…) and we all certainly knew which was the best pub to go to. Cross-Keys, Ancrum – you know who you are.
And then I moved to Glasgow and a few months later my old car broke down. I didn’t know who to take it to, and couldn’t trust that what they did to it would be worth the price tag. I didn’t have any friends in the area, so had no local knowledge. Similarly I didn’t know which butcher sold horsemeat, and though I didn’t mind which chemist smiled I really did want to find a good pub. So, what did I do? What helped me here in the urban world was to look at reviews online and the increasing number of apps and sites aimed at people like me and looking at social media conversations.
My point? Our new world of online enables us to trust again where we might not otherwise be able to in our growing communities. It brings the offline online and then back off again. It creates a close-knit and trustworthy community where transparency is key and if it isn’t you’ll be found out. This community has no geographical boundaries, it is egalitarian and ultimately it wants the truth. Businesses can authentically engage with us, and us with them. This is a place for business and a place for customers, it is as much of a meeting place as it is a market place. It is truly authentic engagement.
P.S. for anybody else who wants to move to Glasgow I’ve got a phone full of recommendations for all of the above now, including a fab new start-up called Direct Mechanics who come direct to you 😉
Can you remember way back when you were a wee, never exhausted smiley child?
You would go out and affront the world with no concern, all humility and do your best at every shot, whether it was building the most stunning sand castle in your sand pit, or an incredible drawing for your mother. Then came along Mr opinion, closely associated to you – a friend or sadly, maybe a parent that came down on you and your creation giggling and said “what’s that?” in a condescending tone. From there on in, the story built a sad ending on the marvels of your creativity. You are never simply bad at drawing or finding solutions, you have simply conditioned yourself repetitively, to remember that you are just “not good at it”.
Shame isn’t it? Just think, there could have been the eradication of some really serious social issues if this were not the case.
So, how does this relate to what we do? For your campaign to be successful be yourself towards a member of your tribe without driving your service at every opportunity. Establish authentic ways to engage with your communities online. Firstly take pride in your creative thought and secondly, don’t let other people and their judgmental selves dictate the real you.