Woot Saves A Life?

AT THE EPICENTER OF WEB 2.0

I realize that, lately, I've been doing quite a bit of drum banging for Web 2.0 and Social Media.

Might seem odd for a guy whose pedigree is so obviously radio-based.

But the reality is that radio advertising pros (and anyone else) who learn how to integrate it into their clients' (and their own) marketing efforts are going to have a leg up on the competition.

When a client starts talking about Twitter and Facebook, the radio pro who can respond intelligently is going to be regarded as Hip & Now.

Imagine the look on their faces when you say: "Hey: radio was the original Social Media. Radio has always been a conversation with the listener, and much more immediate and participatory than TV or newspaper."

"BUT I DON'T GET IT"

I understand that, despite 6 years in the lexicon, some folks might still be cloudy on what the term "Web 2.0" actually means.

Here now, Wikipedia: Web 2.0 "... is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web."

The Haiti earthquake recently provided two prime examples of the significance of interactive information sharing.

GETTING IN THEIR FACE(BOOK)

On Facebook, I'm a friend of the morning show on a particular radio station.

Long before George Clooney organized Hope For Haiti Now and tied up all the major broadcasting networks, this morning show sent out an appeal for Haiti relief via Facebook.

They linked to a Food For The Poor donation page.

Mere days after the disaster, I was giving my credit card number to a relief organization that is actually based in the Caribbean and is noted for the fact that 97 cents of every dollar they receive is manifested in direct aid.

I guarantee you, that morning show's Facebook effort didn't raise anything like the $58 million allegedly raised by Clooney & Friends.

BUT LOOK HOW MUCH MORE EXPEDIENT AND TIMELY THEY WERE

They beat George to the punch. Before he could persuade me of anything, that radio station had me on the hook--all because of Social Media.

How happy is that morning show, their sponsor and, more importantly, desperate Haitians?

But perhaps the most interesting use of Web 2.0 I've encountered during this disaster relief effort comes from a highly unlikely place.

THE INTERNET MERCHANT FAMED FOR THE BAG OF CRAP

Yep. You've heard me sign their praises as a cult brand. Well, deal-a-day purveyor Woot has so far made the most interesting and engaging appeal for Haiti relief to cross my computer.

A little refresher for those who don't remember or have never heard of Woot.

The website sells one product a day, often electronic, at a wildly discounted price. The deal lasts from midnight to midnight Central time. The deal always ships for $5, regardless of size and weight.

People have bought 50-inch flat-screen TVs at 40% off retail and had them shipped halfway across the country for $5 (i.e., people like yours truly).

When the Woot item is out of stock, the day's deal is over.

There's a discussion board on Woot that allows followers to say anything they want about the item for sale--including if it sucks.

This is an enormously active and vibrant and often hilarious discussion. (More Web 2.0 power.)

NOW, KEY TO THE STORY HERE IS WOOT'S FABLED "BOC"

This is a very rare Woot that costs $1.

It typically contains three items, none of which you'll know anything about until the BOC arrives at your door.

Legendary BOC items have included flat screen TVs for a dollar.

I've landed a couple of BOCs. They've always contained, as promised, crap. (Patriotic mouse pad. Casper The Friendly Ghost earrings. Other junk I've forgotten about. I do know someone who received an electric car waxer.)

Anyway, that's a little backgrounder on Woot. It's an online party that revolves around a daily retail sale.

Last week, an email came to my in box from Woot.

THE SUBJECT LINE: "WOOT SAVED MY LIFE"

The email had an appropriate tease and linked to a web page with the following story...

From: Bryan Meyers
Subject: Woot saved my life
Sent: Monday, January 18

My name is Bryan Meyers. I have just been evacuated from the Haiti earthquake. One of the things I had with me when the quake started was my cell phone; stuck to its back was the Lumpod LED flashlight that I had received some time ago in a Woot Bag of Crap. I had to walk through the dark streets of Port-au-Prince six miles to get to a secure place. I walked over rubble, bodies (dead and injured), downed wires, back alleys. The flashlight lit my way very reliably. As I said in my journal, THANK YOU, BAG OF CRAP!

If you're interested, you can read my journal and view some pictures at www.bmeyers.net/haiti or at haiti.bmeyers.net.

From: Matt J. Rutledge
Subject: Woot saved my life
Sent: Tuesday, January 19, 2010

Bryan, Thank you so much for sending this. I have shared this with all of our employees and I expect they will all be as deeply moved as I am by it. We don't deserve credit for anything of course, but I appreciate your feelings and the mention. I have no way to relate your experience directly but I'm sure it must be life changing. Against the grim picture of what's taking place there, it is very inspiring.

We have been brainstorming on further ways for Woot and the Woot community to help with a donation program. I believe your story - even magically involving the BOC - really brings things home to the IT/Internet community and I'm pretty sure we would like to incorporate it as a Woot blog mention and newsletter item announcing a donation program.

Best wishes to you and your family from everyone at Woot.

Matt Rutledge
Founder, CEO Woot Inc.

YES, THERE ARE MORE SENSATIONAL STORIES

There was a guy buried in the rubble who saved his own life using his iPhone. (Seems he had a medical app that helped diagnose and treat his injuries, and also used the phone as a flashlight.)

But Bryan Meyers' story is Woot's story, and gave Woot the opportunity to segue into the fundraising effort they'd been working on. After the text of those emails, the page said:

If you've already given elsewhere, know that we respect your generosity during this terrible disaster. If you haven't, please consider one of the other charities we've previously mentioned on our blog. Here's our short list:

...and the list of several reputable charities followed, including the one I'd donated to a week earlier.

WEB 2.0 AND SOCIAL MEDIA ARE UNLIKELY TO REPLACE ANY OTHER MEDIA

But as previously posited in this pathetic weekly screed, Web 2.0 is seriously changing the media landscape.

The savvy marketers who can quickly learn how to integrate Web 2.0 into their traditional media efforts are going to find themselves way ahead of the game.

In a world of adapt and survive, the new survival tactic is free and as close as your internet connection.

Now, much more importantly, if you haven't already made your donation to Haiti earthquake relief, visit www.foodforthepoor.org