BlogWorldExpo (#bwe09) Recap 1: Customers Own Your Content

Categories: BlogWorldExpo

I’m finally getting around to debugging and debriefing myself regarding BlogWorldExpo.  There were so many great sessions and speakers that it’s hard to pick just one or two or a few to talk about.  Hopefully this gives me an excuse and great content to write about for a while.

I was talking to Jeremiah Owyang over email about his session (and Blog World in general), and how a lot of people really balked about the point that their customers own their content and control their brand.  I’d never heard a crowd get tense before, but you could literally hear the crowd of business PR managers and marketing people start sweating.  They’d heard it and heard it and heard it, but it took Jeremiah hitting them in the gut to really drive the point across.

But then, over email, he asked me a question I’d never thought of before:

“Imagine if your server got deleted –how would your customers rebuild your website?”

I really don’t know how to answer that, simply because it’s my website, but I wonder… how would you rebuild it?  Would it be the same as it was, or would you tear it apart and rebuild it from the ground up?  Would you want things to be the same as they are, or would a revolution be the end result?

This isn’t a rhetorical question – I am seriously asking this, because I am seriously wanting to know.  Leave your answers in the comments below, and let’s see whether my own website needs a gut check.

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  • officecleaning
    good question
  • Excellent blog, thanks for the post!
  • maggiereed
    What an eye-opening thought - how would your customers rebuild your website....lots to think about. Thanks for sharing
  • Well, this actually happened to JP Rangaswami's blog Confused in Calcutta a few years back: http://confusedofcalcutta.com/2006/05/23/rumour...

    It was put back from RSS feeds others had of his blog posts in the end.
    http://confusedofcalcutta.com/2006/05/25/four-p...

    The problem is that corporate websites are static, there is nothing to 'subscribe' to and therefore customers couldn't come to rescue this way. Is a measure of a good website how much people want to subscribe to it and share it? Or is it simply usefulness it provides to its audience or customers. Company sites don't really have either. Individual blogs more so...
  • I think that's a great point - if a website dies, does the customer have the ability, or even the right, to add to it based on their own thoughts? If my about page was axed due to a server issue, what would people say about me?

    It's almost a better question to ask "what do you want your digital tombstone to say?"

    "Here lies a great man"...

    or "Pshh. Good Riddance!"
  • rasinen
    Facebook Page + Group should each have the important info plus images - build out from there and maintain your presence on the web plus communication in the down time. MySpace and Twitter to round it out. Especially since you're in Nashville and TN is among the more popular states with MySpace as KY is in the top 6. Each of those should show up in search results or there are other issues. In your case I am sure they'd be top results.

    As for the site itself, I'd start fresh with new hosting from two separate providers or host internally plus a separate outside hosting solution. In regard to content I'd suggest maintaining the same feel of the site e.g. navigation, usability, overall appearance, etc... Plus make minor visible changes and add more (new) images with optimized titles to help show up in image searches and offer more to visitors.

    Is the question really - how would your customers rebuild your website? It seems that's what they were really asking in the email. That would vary based on the website, goals and could be tested with Google Website Optimizer and a closer examination of analytics.
  • I'd make it a bit simpler, not so crowded. But then that's the minimalist designer in me trying to come out. I'm looking forward to seeing your notes from BWE
  • Trust me, you should have seen it before I took stuff out - what can I say, I have a lot going on :)

    Got a lot of notes - can't wait to kick in and actually write about it (hopefully).

    Mitch
  • milenaregos
    Excellent question - I think if people rebuilt your site or my site it will only be better because it will reflect what they really want to see there. More brains and more collective wisdom is sure to create something better than just one person's imagination (example: Wikipedia) Branding wise? Who knows - if you really know who you are now your brand should carry on.
  • Agreed. It does, however, depend on the perception. Another question is, how many websites would die with no one really caring? Would people care if my site died? Would they email me to see what's wrong, or would I fade into oblivion?
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