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1、KEYNOTEIntoday’sdynamicandinterac-tivemarketplace,theresourcesdedicatedtosupportingabrandStephenRandall,cangrowandgrow.ReadonFounder&ChiefExecutive,todiscoverastrategythatbothLocaModaInc.leveragesbrandvalueandpri-oritizestheinvestmentsinthiscriticalcorporate
2、asset.6TheSocialWebandYourBusiness’sFive-YearSurvivalRatebyStephenRandallYoudon’twanttohearthis:Nooneratemeansyouhavea20percentMorethanhalfofallsmallbusi-hasa100percentchanceofsurvivingchanceofnotmakingitthroughthenessesfailbeforetheendoftheirfifththenextfiv
3、eyears.Noone.nextfiveyears.Aone-in-fivechanceyear,accordingtoresearchconducted“Thefive-yearsurvivalrate,”ac-issomewhatakintoplayingRus-bytheUSSmallBusinessAdministra-cordingtoWikipedia,isamedicalsianroulette—notagamethatmosttion.Resultsaresimilarfordifferent
4、termforestimatingtheprognosispeoplewouldrushtoplay.industries,anddesignfirmsarecer-ofaparticulardisease.IfyouwereIknowalittleaboutthis,becausetainlynotimmune.Manyfactorshelpdiagnosedwithcancer,you’dbefacedIwentthoughthatexperienceeightabusinessstayopenbeyond
5、itsfifthwiththismorbidfactandwouldhaveyearsago.I’mhappytosaythatI’myear,notleastitsaccesstoandsupplytodealwithit.Itcouldbeliberatingfinetoday—butitgavemeinsightsofsufficientcapitalandthemotivationordebilitating.thatwereveryvaluable,aswellasanandstewardshipof
6、afirm’sowners.Theinterestingthingisthis:excellentexcusetoacceleratedeci-But,asalways,it’sabusiness’sabilityIfyouweretoldthatyourfive-yearsionsthatmightneverhavebeentoreachandretaincustomersthatsurvivalratewas,say,80percent,youtakenwithoutsuchastarkreminderbe
7、comesitsultimateroutetosurvival.wouldn’tjustcarryondoingwhatyouofmyownmortality.Today’sWebislikeasupercon-weredoing.An80percentsurvivalSowhat’sthisgottodowithyou?ductorforideas,messages,politics,©2010TheDesignManagementInstitute7TheImpactofSocialMediaonServi
8、ceandProductBrandsandbusiness.Itsmulti-channel,thatcan’tbebackedup.JustwhenThisisjustthestartofthesocialreal-timenatureistheantithesisofyouthoughtyourwebsitepresentedweb(alsoknownasWeb2.0ortheto
