Monday, January 11, 2010

Distributed vs. Centralized

A friend of mine runs a non-profit nature association that buys certain pieces of land to protect throughout Michigan. These sanctuaries usually contain rare plants, flowers or insects.

A few years ago I built a website for them that basically contained photos of each sanctuary, an event calendar and other information about the company. The company functions purely on donations, and does not buy online media.

Recently he came to me and asked if I would refresh the site.

I told him that we should create a Facebook Fan page for the company, to help keep track of members, post events and use the social space to help other people find out about the company.

Then, use Flickr to create albums for each of the sanctuaries, or post them exclusively on Facebook. I think the Flickr idea is better, as it opens up yet another channel of exposure.

The actual website for the company could be a semi-portal pulling content in from these other placements and directing people well as containing the actual "donation" forms etc.

I wish I could say this was a success story, but as far as I know it hasn't happened yet. He said that he was worried that people would take the photos from Flickr or Facebook...and I had to tell him that people can take the photos from his own site as well. I haven't heard anything since on it..i'm hoping he'll come around.

The point I'm getting to is that the standard approach to a website is from a "centralized" viewpoint. Everything is contained within the website, like a brick-and-mortar store. The store is your place of business, and the center of all your services.

But the opportunities on the web now suggest a paradigm shift to a more "distributed" mind-set. Utilizing other, often larger, platforms can be efficient, cost-effective and open your business up to more traffic than your online media budget can offer.


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Grey Matters

I'm a Digital ACD in Advertising land. I have been in love with the internet for over 10 years now. And I have a Red Bull problem. There I said it.

I travel around different industries every week or so and look for interesting and tasty interactive bits. I hope to make this a place for ad folk to keep up to date. And I just enjoy the spelunk.

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