Local Will Matter More and More

Rooftops 1

Depending on who you ask, people would say that I’m an “Internet guy.” I’ll own that. I make my living on the Internet. I work primarily in the world of explaining to people how the digital world will change their lives. I’ll accept that to be true. But I must be really clear with you: understanding how the Internet makes Local work better is probably the most important part of what I’m studying and learning, and what I hope to help companies understand better.

This morning, I have a strange conundrum. I lost my car key at an airport a week ago. The thing is, I bought my car over the Internet, which was a great experience. Only, I have zero local support. I have no local relationship with any dealership or garage. It turns out that I need this, desperately, to solve this particular problem.

So, today, I called Anthony at a dealership local to the car. Anthony, not General Motors. I called one guy who is skillful, friendly, and able to help me solve my problem. On one side, I have the ease of use of buying my car off the net without the typical hassle. On the other side, I have a local guy who is going to fix my issue.

The Blend of Online and Local

In 2009, Julien Smith and I wrote Trust Agents to talk about the need for someone online to help build relationships. To be honest, back then, I’d say we were defining something akin to a WalMart greeter. In 2012, I believe that the trust agent is more like a high powered concierge. These people are still very vital for growth and business success. (Never read the book? Get it here.)

Today, however, I think it’s important for us to know both the online trust agent as well as the local hero. I think that’s a missing piece of many companies’ puzzles. But then, what will that entail?

Simply, a database is a good start. If I were to contact Scott Monty of Ford, and ask him who the trusted person for Ford would be in my neighborhood, he’d point me to Regan Ford, not far from my house. But there’s more to this, right? Scott might know where a dealership is, and that’s a good start, but then, how will he know who’s the real “trust agent” of that place or area? There’s a difference. You know the difference, right? There are people who have a job and people who live to serve. We want to connect with B, especially when we’re a bit frantic.

This is an Unfinished Thought

This post is more of a proto-post, a thought in action, the start of some thinking. I’m putting it out here because I invite you to think about it too. To consider it with me, if you would.

How will we blend the online and offline even more? How will we help people understand what you offer?

What will this all mean?

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  • http://www.tommartin.typepad.com Tom Martin

    Interesting thought starter Chris… could it be that the real solution isn’t a local one per se but how mega brands with multiple local outlets can and should weave knowledge into their DNA.

    If for instance Scott had some kind of internal knowledge network, maybe complete with a rating score feature so that he could not only look up the closest Ford dealer to you but also pull up it’s service dept staff and see how they are rated in key areas by the very local consumers they service. Maybe it could even show who some of those folks are and Scott could cross link that to your social graph.

    Then not only could he point you to the local Ford dealer, but to a highly rates (helpful) staffer and suggest you contact your friend Mr X to see what Mr X thought of the helpful staffer during their last encounter.

    Orwellian — yes… helpful…. you tell me.
      @TomMartin:disqus 

    • Mark Gehrke

      As you describe the knowledge network I say extremely helpful and big opportunity for brands that want to stand out in service relationships.

  • Anonymous

    Very thought provoking – thank you. 

    If you are a provider of an intangible service, would it be best to be both? If you provide information through a blog for example and have a defined geographic niche you could fill the role of the former and do some work building your reputation as the latter i.e. the local hero? 

    Just another thought to go with your thought …

  • https://plus.google.com/109097830783638066500/about Jeffrey A. Coulter

    Hi there Chris:
    Contac Al Cerone at Cerone GMC at 103 Washingtonn Street in South Attelboro, Ma. 02703!  Talk to Lisa Turenne in the service department
    Tell Al I suggested you call.

  • http://twitter.com/CharlieCurve Charlie Wollborg

    Out: Social Media Greeters. In: High Powered Concierges, 

    I think intellectually, we know there’s a difference between General Motors, our local dealership and Anthony. But a bad experience anywhere in that value chain doesn’t just weaken the individual link, it damages each connection. We’re emotional creatures. Do me wrong and I won’t easily forget.How many times has a bad server or a cold dinner forever ruined your relationship with an entire restaurant brand? How about an user unfriendly website? A confusing voice mail phone tree?We all need to elevate our game at each consumer touchpoint. We live in a world that is both online and offline all the time. Brands must be both human and digital. All brands are now both local and global. We need to stop thinking about our strategies for each medium and strengthen our relationships with every point of contact.

  • Thabo Hermanus

    IRL converges with URL. I like that overlap of the circle as that is what the trick is for any business model. I am in constantly in WIP phase as to how to position our business on-line, as I have this mind-set that believes that we are a media company fronting as a people development business. I can only be the match-maker I tell people I am if I am attracting people to engage me in the first place. If I can’t take my on-line network to in person that has meaning, I am just another data generating figure on the internet.

  • http://www.pamelahazelton.com Pamela Hazelton

    I’ve always believed that buying local for key items for which you might need support is the way to go… even if the cost is a bit more. However, there’s also the blend of “local to some, great for all”. For example, there are some great small businesses located throughout the US that provide what feels like “local” support from afar.

    For me, that “local support” means they treat me like a person, and, just as a great business down the street would, will pull all stops to keep me running.

    Case in point… a few years back I was traveling and forgot a specialized cable for my video recording device. I called an Internet-based store I’d shopped from before, knowing it was a small business that supported workers in a localized community. The result? The owner had the guys scramble for the cable I needed and I had it first thing the next morning – delivered to the hotel. They even followed up to make sure it worked for me. They’ve had my business ever since.

  • Marketingwritenow

    Chris & everyone who’s interested in this rich issue –
    My first gut reaction ( alter I said ‘oh good, another Brogan to get my teeth into’) was this: where is Mr Brigan’s local? Where’s his Glanmire?
    You see I don’t know exactly where Chris lives – it circa Boston in my mind. And for all the truth of the “Internet is my home” – I’m still a nosey guy who’s curious about that car mechanic ( who may not even be on Google+).
    I’ve been exploring this issue consciously since 2005 – since I came to live in a new locality in a new country – from Bath to Cork with baby Grace

  • Ron Morrison

    Interesting thoughts Chris. What about leveraging the social graph. That said, isn’t facebook, twitter, G+ (even dare I say Yelp?) platforms better at gaining insight on WHO to trust from your TRUSTED network? I.e.: anyone know a locally that can help me with my key issue? 

    As you know I’m a marketing in the automotive industry and in our market local is becoming more and more important and they’re solving it with review & social strategies. I’d love to stay part of this conversation with you. Thanks for the pro to-post.

    Have a spectacular day!

  • Marketingwritenow

    Continuing 2/2 I knew no one locally, all my contacts & Trust Agents were back in UK. I felt a bit lost ( in the country where I’d been born). It was uncomfortably – almost bothered me enough to re-emigrate.
    The Internet helped save me because I found through blogging people I came to regard as Trustworthy. I could see how they interacted with others, not just me. This gave me a feel for how consistently genuine they were. Slowly I found the sort of support I relished,
    It wasn’t just car mechanics, electricians & carpenters I needed.y life needed intellectual Trust Agents whose style I learned from. I needed business-minded trustworthly well-connected people because the locality in which I wheeled my infant daughter wasm’t my only locality.
    Slowly it dawned on me that local was glocal.
    I don’t want to compose a book here – but Chris this is a rich seam.
    I’ll return after I’ve found our local singing class

  • Anuj

    Ive been asking a question along similar lines on twitter to some travel folks: How do I know who the best/most socially responsible local service provider is for any kind of trip in any destination for any kind of budget?
    There is no good answer for this today but as you suggested, a database is a good start to be able to slice and dice such info by whatever dimension makes sense. Once that foundation is laid you can layer all sorts of review/rating/social etc functionality in it for it to become truly useful.

  • Marcymassura

    I love that this is ‘an unfinished thought’. Nice reminder that not all advice needs to be wrapped up with a bow on it. Some stuff is just to make you think…. :)

  • http://profiles.google.com/thorncoyle T Thorn Coyle

    Chris,

    The trouble I have with your example is this: If people always buy online, how can we expect there to be a local expert around to help when needed? If we don’t support local businesses by purchasing cars, books, hardware from them, why in the world would we think they would be able to stay in business long enough to figure out a replacement car key when we leave it in the airport? 

    I feel truly baffled by your example. The things I buy online are the things I cannot buy locally. The things I can buy locally, I do not buy online. Local costs more for a reason: it comes with the expertise you speak of.

    - Thorn

  • http://www.ryanhanley.com/ Ryan Hanley

    Chris,

    I’m an insurance agent.  A local insurance agent for a family owned insurance agency.

    Online/Local is the future of our business.  How do we develop the relationships Online that drive local clientele to our office or better yet call or even better yet email us?

    Every local independent insurance agent in the country is struggling with this question.  I have my own theories on this… 

    But there are so many people lost to this question.

    I’m happy a “Internet Guy” like yourself has taken on the Challenge.

    Ryan H.

  • http://trustworkz.com James Ball

    Local has ALWAYS mattered to the local mom and pop
    establishments…the brick and mortars that are getting it done in Yourtown
    USA. What these people need is more than even a “high powered concierge” can
    deliver. There is a huge technology loop that must be closed for a majority of these
    local businesses, especially where search and social converge. If being found
    online has an impact on your bottom line, who can afford NOT to have a human
    being…a “Trust Agent” working for them in order to leverage the internet? While
    I’m a big fan of being an elbow in as many transactions and introductions as
    one can muster…much more is needed where a local small business is concerned.
    Someone has to do the actual lever pulling. A Trust Agent for small business is
    a slightly different creature than one of the same name representing a more
    mature and sizeable organization, yes?

    I love Trust Agents, and you know this. I do find it
    interesting though that I have always viewed your concepts and explanations
    from the perspective of small business…and have taken what seems like much more
    away from these than my peers from the enterprise. This stuff works very well
    on a grass roots level.

    Siri, GPS, IP Addresses, Google+, Bing/Facebook, SEO (albeit
    defined much differently these days), Social media, Mobile, Etc…all of this is
    converging to deliver a much more semantic and real time experience for our
    would-be clients than many would have imagined possible only a few short years
    ago. Technology and data are driving this shift and there’s no end in sight.
    The sand is still shifting and integration for small business is not at all as
    easily or quickly accomplished as some would have us believe. What has been
    created is the need for a new professional. I have chosen to take my stand here
    on the shifting sands. Call me crazy if you must.

  • http://trustworkz.com James Ball

    Local has ALWAYS mattered to the local mom and pop
    establishments…the brick and mortars that are getting it done in Yourtown
    USA. What these people need is more than even a “high powered concierge” can
    deliver. There is a huge technology loop that must be closed for a majority of these
    local businesses, especially where search and social converge. If being found
    online has an impact on your bottom line, who can afford NOT to have a human
    being…a “Trust Agent” working for them in order to leverage the internet? While
    I’m a big fan of being an elbow in as many transactions and introductions as
    one can muster…much more is needed where a local small business is concerned.
    Someone has to do the actual lever pulling. A Trust Agent for small business is
    a slightly different creature than one of the same name representing a more
    mature and sizeable organization, yes?

    I love Trust Agents, and you know this. I do find it
    interesting though that I have always viewed your concepts and explanations
    from the perspective of small business…and have taken what seems like much more
    away from these than my peers from the enterprise. This stuff works very well
    on a grass roots level.

    Siri, GPS, IP Addresses, Google+, Bing/Facebook, SEO (albeit
    defined much differently these days), Social media, Mobile, Etc…all of this is
    converging to deliver a much more semantic and real time experience for our
    would-be clients than many would have imagined possible only a few short years
    ago. Technology and data are driving this shift and there’s no end in sight.
    The sand is still shifting and integration for small business is not at all as
    easily or quickly accomplished as some would have us believe. What has been
    created is the need for a new professional. I have chosen to take my stand here
    on the shifting sands. Call me crazy if you must.

  • http://businessallstar.com/ Paul Serwin

    As helpful as the Internet is, when it comes to getting critical information or finding a great deal, people will still prefer to deal with someone on a personal basis.

    If you are a person that primarily does business over the web, it’s important to have a way for people to reach you offline (and if you are available locally- that is even better). It’s always assuring to have somebody talk you face to face.

    I like to always make myself available over the phone or Skype when dealing with people online, however if they are near me I always recommend a personal meeting.

  • http://businessallstar.com/ Paul Serwin

    As helpful as the Internet is, when it comes to getting critical information or finding a great deal, people will still prefer to deal with someone on a personal basis.

    If you are a person that primarily does business over the web, it’s important to have a way for people to reach you offline (and if you are available locally- that is even better). It’s always assuring to have somebody talk you face to face.

    I like to always make myself available over the phone or Skype when dealing with people online, however if they are near me I always recommend a personal meeting.

  • http://www.fitnessreloaded.com/ Maria

    Why not do both?

    You can start growing your online customers by acting local first, and also having a supporting online platform. Of course, it all depends on what you are selling. Selling services is different than selling products.

  • http://www.CrazyAboutChurch.com/ Charles Specht

    I agree.  I’d rather do business with someone in my own city than with someone who has a “slightly” better/cheaper product but I will never meet them.

  • http://twitter.com/susangiurleo susangiurleo

    This is how I do business daily as my work is as local as you get (people must come to my office to get my services). I have a solid professional network of folks who refer to me. My clients tell friend and family about my services. Word of mouth is my (intentional) sole marketing activity. Except every person who hears about me, checks out my website before they call to inquire about my services. Every single one. They start out saying ” I got your name from Dr. X and saw your website…”  The website does all the heavy lifting for me. If a client likes what they see, we’re a good fit and good things happen. If they don’t like what they see, they find someone else to work with. Local has always mattered, but the internet makes building the relationship more streamlined.

    • Jack Lynady

      Ditto. I’m a chiropractor. It’s nearly impossible to give an adjustment via the internet. ;) But I can build a “Trusting” relationship thru my blog. Plus I love the creative outlet it provides. 

  • http://twitter.com/suegrimm Sue Grimm

    Chris -

     I’m new to posting here and only now getting started with everything.  But I agree with you — I think local matters very much, and I think there are many who want to be heard in their communities but  don’t know how to go about it.  How many  business card exchanges can you go to before you know something isn’t right for you. 

    You can spend your time fighting for recognition within the politics of your community or your can rise above it.  If you have a place where people can visit you online after you meet, you have an opportunity to deepen relationships like never before.  And, for those you find online, when you do meet people in person, you are much more likely to be creating a relationship based on mutual interest, because you have cut through a lot of the noise.

     I don’t know if this makes sense, but it is definitely where I’m headed with my own message and I hope you continue and develop this one further. Not everyone wants or needs worldwide mailing lists, but everyone wants to connect with people who value who they are and what they do..

    That’s my take anyway. – Sue

  • http://www.PurpleandSpice.com/ Sharon Fiberesima

    My belief has always been that no matter how hard we try to live IN the internet, we still have to live local. The two do meet and blend together sometimes and knowing how to make the most of both is an art.

  • J. Randolph Radney

    For my part, I’m trying to be the ‘trust agent’ for higher education, though I have called myself a ‘learning coach’. It is my hope to provide a personal, real-time, and local touch for students taking online education. Currently the completion rates for most online courses is abysmally low compared to classroom education at a university. I would like to see people empowered to complete all levels of education without having to leave their home communities (and support networks). Thanks for giving me the key concept, ‘trust agent’, to add to my view of who I am and what I do.

    • http://twitter.com/BillHibbler Bill Hibbler

      I’m not sure what type of online education you’re referring to but the key difference I see is that people don’t enroll in a university on a whim after reading a sales letter like they do with many online courses. They don’t have as much of an investment of time and money and it’s easier to put off showing up when you’re not required to attend at a specific time and place. So your role as a trust agent in that field may go above and beyond what it would be in other fields. Good luck with it!

  • http://rickladd.com Rick Ladd

    Chris – I think this is an exceptionally important point for, especially, small, local businesses to understand and appreciate. As a bit of serendipity, I wrote a blog post today that discusses the shop local movement, directed primarily to the effort in my town, Simi Valley. My position is they can help each other out by the judicious use of social media platforms such as Facebook and Yelp to cross-promote each others’ businesses . . . as long as there’s no conflict of interest. By doing so, I believe they could greatly increase the amount of useful exposure they get both locally and in surrounding communities. I put it out there with the same thought as this post; it is a work-in-process. I don’t have all the answers, but I think the question is one worthy of thought and discussion. Thanks.

    • http://twitter.com/BillHibbler Bill Hibbler

      Good points, Rick. We see a very strong ‘buy local’ movement here in Austin, TX. Austin has the only airport I’ve seen in a major city that only allows local restaurants. There are a lot of local businesses using social media here although few have evolved past what Chris referred to as the Walmart greeter level. 

  • Anonymous

    Crazy question? Did you ever look in your owner’s manual? Lexus, VW and some other manufactures give you a spare “flat” key that they stick into your owner’s book.
    That would be a huge help. . . if you happened to have one, and never took it out, or realized it was in there. For that matter, you raise an awesome issue for car manufacturers all across the US & World. Why don’t they all provide spare flat keys in a manner that for instance Lexus does? I have two sets and a spare valet key for my Jaguar. I always leave one key in a safe place at home should something happen. And always while traveling bring the other set in case one is misplaced. Good luck, Chris. What a pain to logistically figure out. Best always, Carolyn

  • http://twitter.com/EveryCrayon Margie Sutherland

    My mom claims she doesn’t know what a blog is. My sisters who are just slightly younger than me claim that they only use Facebook. My brothers in law have Twitter accounts that they claim they use for sports. They all have iPhones, use apps on their phones, play Words with Friends so little social media reach – so they say.  I agree with almost everyone on here – shop local, look and shop online. Remember when T-Mobile had its huge celebrity pitches when they launched their first touchphone? Whoopi Goldberg talked up the app “Sherpa” which showed people where to go locally.   The app was the trust agent, so to speak, without the greeting. 

    Point is, using technology – it comes and goes. New apps go obsolete. Good businesses have an online presence but they also pay for people to maintain that presence. Local businesses? Not so much, or a desire to do so.

    Regardless of social media /technological presence, my whole family will still go to the Dairy Bar, or to the farmer’s market in the train station’s parking lot.

  • Anonymous

    I think you hit the nail on the head by mentioning a “concierge” type liaison. Even if though it was not in direct correlation with your post. Every company should have a specific “go to” person to deal with unique guest issues. Of course depending upon the size of the company would depend upon how many and what exactly their duties
    would entail. You are on to something, again!

  • http://www.donaldlafferty.com/about Don Lafferty

    What it means is, in most businesses, in most local markets, the title of “Trust Agent” remains there for the taking.

  • http://netvibes.com/monikahardy monika hardy

    what we’re currently prototyping..
    google earth + google sketch up + myblocknyc + …

  • Beth

    Hi, Chris.  I’ve given this topic a lot of thought, because I do a lot of local networking (BNI Director), and handle social media for some of my web  design clients.  As such, I’m constantly encouraging people to cross-promote products and services through social media:  you give me a great testimonial or promote my services, and I’ll do the same for you.  Did you ever hear the term “coopetition”?  One of my goals is to help local business owners find creative ways to work together to help each other.  Maybe the promote each other’s businesses, maybe they create buying co-ops with similar businesses to get a better price on products or supplies.  Tools available on the Internet such as blogs and social media sites can be very helpful with these types of collaborations.  If small, local businesses are going to succeed, or even just survive, in this economy, don’t we have to use all the tools available to get there?  Don’t we have to help each other?  I think so.

  • http://www.clockwiseproductions.com/ Nina Froriep

    Chris:  thank you for your post. Local vs. internet is something I’ve been thinking about a lot. 

    I’m reading “Within the Context of  no Context” by  Georges Trow and it makes me realize just how much more we migth feel ”alienated” the bigger our reach becomes and that a need for immediate connectedness and belonging might not be filled in the ‘real’ world, especially where business is concerned. 

    Two polar forces are pulling us.  On one end a wast endless global connectedness (for those of us who are lucky enough to be connected – sic “cyber gap” which is a whole other discussion) and on the other end a strong need for belonging in to a smaller subset that is ‘manageable’. 

    For businesses I think there’s a great opportunity to combine the two and have a winning ticket.

  • http://twitter.com/tishpiper Pat Zalewski

    Chris, no matter how “global” we get online, we turn to the neighborhood for essentials. Your concierge analogy helps make that connection but even then the concierge could be anywhere … just someone who has networked to the ‘enth degree and maintained that database of connections for the best ice cream in or near your town for example, or the name of the local shoe repair guy/gal with the best reputation.

    • http://www.millionairementorsacces.com/ Shaun – Millionaire Mentors

      Totally agree. But the  ”global” web  is still “localized”…

      I mean online, communities are LOCALIZED through social media platforms.  

      Does that make sense?

      … I specifically mean this for information marketers.

  • Anonymous

    Being a trust agent is the key here, I think. Then developing relationships with people local, as well as online. 

  • http://www.americanrecordablemedia.com/ Martz Hobert

    Interesting idea!  For me online makes you find cheaper deals unlike in local whereas you should as a friend if where to find a bargain item that you need.  On the other hand the problem in online is you don’t have access on the product and you need to pay even you don’t even see and test it’s quality.  Local is still the best since even after transaction you can get customer support which is one of the important factor in buyer-seller relationship.

  • http://www.e-crm.co.uk Jim Bath

    Very good point. Aside from anything else, of course, Google personalises search results for locality anyway, so being found locally is going to happen one way or another…

  • http://www.austrianalpineholidaysblog.com/ Linda

    I might be missing the point here, but if the issue is a real person versus those silly artificial ‘phone/chat’ automated  things that some supposedly helpful sites have, give me real meat and bones people any day whether they are online or down the road!

  • Hayley Johnson

    Here in France and whilst I have been residing here, it’s always LOCAL and having moved from UK, I’m struggling to understand why they’re not so DIGITAL. But it hasn’t stopped France being the most visited country in the world to date. I wonder what that is telling us all, ask yourself!!

  • http://www.studio4pr.com/ RobinTaney

    Chris,

    I totally agree with you. According to a 2011 study by BIA/Kelsey, 97% of consumers research online before buying, but not being able to speak to a real person is their number one frustration. (Opinion Research Report, 2009). Hopefully, social media will continue to bridge that gap. 

  • http://twitter.com/eldest_of_five Jez

    I love communities, and it’d be tragic for locality to take a back seat as social media opens up the world for us all. I don’t think it will – as the internet migrates from the laptop to the mobile, I see a future where local relationships are made easier by social technology, and allowed to flourish. 

  • http://pastorkeithanderson.net Keith Anderson

    This is exactly – EXACTLY –  what I needed to hear this morning. Thank you!

  • http://twitter.com/jackmacholl Jack Macholl

    Chris your post was spot on. My local Lincoln-Mercury dealer has Don, our local concierge who makes everything happen. Some type of online database or local directory of “go-to guys” is the wave of the future. 

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  • Paulii

    Seems to me the app of the future will provide a 3d local map with rankings, favorites, providing a guide not unlike the Amazon comments and rank. Seems that we trust each other. Now the tricky part to that will be authentication.

    Most of what we all buy isn’t support oriented. Those purchases will continue to go whoever makes it easy, and is trustworthy. So I see two extremes. The ultra-Amazon solution, and the ultra-local hub-like concierge with and interactive map and ranking.  This kind of local net would be great if it could integrate with the Facebook of tomorrow, as we can then utilize our friends recommendations.

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  • http://twitter.com/Momslifesavers Christine Cohen

    I really liked this post, Chris.  I’ve seen you at the post office and we’ve chatted…we are both working hard on the internet to make a living.  I truly wished I had more of my online life – merged with my real life.  Great post and keep up the local community spirit.  We live in such a great town!

  • http://twitter.com/SolarChrisSRC Chris Lollini

    Chris you are spot on with this post. 

    I actually lost my car key today on a run and I had the exact same thoughts as I traced over my running route.  Luckily I found them. The real questions to be asked are:

    1) Do local businesses have the adequate presence online to be there when someone goes searching for a solution to their problem such as this?  And…

    2) Is the local business presenting/positioning themselves in such a way that they can build that trust in the visitor quick enough to make the necessary connection?

    All good food for thought.  Thanks for sharing!

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