Sam Walton’s wife’s deal with Sam when they got married was that he could do whatever he wanted – he wanted to be a retailer – but she would never live in a community that had more than 10,000 people. So his constraint was to build an epochal retail system but in the boonies. Look at what he accomplished with this as a restraint! He also found on his path that being in the boonies also gave him a defence against the huge competitors such as Kmart and Sears. No one took someone who worked in the boonies seriously. That is until it was too late!

My point is that, no matter what you think of WalMart now, that we are predjudiced about the boonies. Smart people in all fields – not the least in Social Media – tend to have a big city bias. We too often over look the boonies and those that live and work there – how could they affect us? We all know that you have to be in the big city to know what is really going on. Of course that is why Warren Buffett is the richest man in the world!

My story today is about a man that you likely have never heard of – who lives and works in a small town that you also may never have heard of. We can never know today if he may become the Sam Walton or the Warren Buffett of media, but my bet is that if he does not then someone like him will be.

My bet is that at the heart of the real social media revolution is that if we do indeed move to a networked world then small communities will be able to stand toe to toe with the big cities.

Meet Brian Hurlburt who lives in Yarmouth Nova Scotia a small port on the southern tip of the province where the high speed ferry comes in from Portland. Brian owns a runs a Web “Something” (Yarmouthcounty.com) that tells the aggregated story of everything that happens in Yarmouth. I call it a web “something” because it is more than a web site – it is closer to the old style of really local newspaper that you might see in a western.

Until Brian, everyone had ignored Yarmouth. The fact that the domain was available told Brian that no one cared. The Province did not care – Yarmouth is off the radar in Halifax. Tourists from the US got off the ferry and drive through town and onto other more exotic places that were better known. (Nothing is really exotic in Atlantic Canada but you know what I mean) The B & B’s were all separated and isolated and could not get their message out.  So were all the social groups such as Church groups. Small business struggled to get noticed and worried about maybe a WalMart coming to town. The social capital of Yarmouth was draining away. At some point, it would no longer be a community at all.

So who is Brian Hulrburt? Is he some flash young techhie? No Brian is a regular guy who knew next to nothing about the web. Everything he now knows about how the web works he has learned by trial and error. All the fears that a church or a B & B may have about the web – he has experienced himself.

Fear is the great barrier that we all have of the new. So how Brian learned and how he is – an open and vulnerable man – is an important key to his success in bringing so many parts of his community together online. He can describe what has to be done in language and in a tone that does not judge or appear mysterious.

He also did not try and monetize the site until it was ready. He had faith that if he was able to reach a critical mass that the money would come. So he also did not carry a lot of costs himself. He could not afford to have costs involved that would force him to force the economics before the time was right.

Is this not the Craigslist model?

What he has been able to do is to aggregate the life of Yarmouth online. Aggregation in a safe and trusted place is going to be one of the key value creation processes in a world of infinite content. By not pushing the economics he has built the trust and now “owns” the space.

The underlying metrics are also emerging that will drive an economic model that benefits not just Brian but all those who inhabit the site.

In 2007 the site had 100,000 visits. Not hits, over 1 1/2 million of those, but real visits. Because of the power of aggregation, all those that live on the site have now access to al this traffic that they could never have reached on their own. The local paper reaches about 20-30,000. So Brian is reaching more and at a fraction of the cost of the paper. He also enables a growing interaction between all parties which is not possible in a paper.

This is more than Google Local or Craigslist – this is a personal aggregation that includes a filtering that is part Brian and part the client. It can therefore be trusted more than a simple mechanical aggregation. It will over time therefore have more value than a simple algorithm.

A growing part of what Brian can now offer his family of clients is the kind of measurement that conventional advertising cannot. Brian is becoming expert in analytics.

Here I think is part of the core of the new economic model. Mass Marketing needed a mass market as there was so much leakage. With no precision possible, as in WWII, only area bombing was possible. So what could a small place do like Yarmouth. Their feeble sums of money wouldn’t even be noise in the larger scheme of trying to get noticed. What Brian can offer is precision – the Long Tail in action. A B & B can see exactly who it is reaching online and can adjust to get a better focus and hence result.

This will kill the mass media alternatives. Niche + precision = high return.

For me the lessons that  I have gained from looking at Brian are these:

• Niche is where the energy is – the Value will be on the right hand side of the Long Tail
• Aggregation around niche is where the value is – the more personal the better
• Precision about what happens in the aggregated niche is what drives the economics and the return
• Power will shift from the large and diffused to the small and concentrated

I asked Brian “where is it going?” He replied by saying that “The web is changing the world. It is helping us help each other again. We can take charge of our own lives again. I want to be part of this.”

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Hugh has been thinking a lot recently about the value of blogging and MicroBrands – not the least the MicroBrand that is Hugh himself.

If you have something to say, then a blog offers a cheap, easy global medium in which to express yourself. This is as true now as it was three years ago.

Whether you have the time and the talent for it, “i.e. the skill and the will”, is another matter altogether. Also, whether other people will want to read it, is something one has little control over. But in both cases, the same is true for all other media.

So whether the now-famous Mark Zuckerberg sells Facebook for $15billion or $5billion, the fact remains, we all have our own lives, our own bills to pay. And that means interacting in the adult world of commerce somehow. Everyone has to get paid.

And it’s much easier to do the latter if one is good at building one’s own personal brand, independent of one’s job title.

Me? I prefer my brand to be a “global microbrand”. It’s easy and it’s flexible. It’s not tied down to one geographical locale, which I’ve always found to be financially unreliable. So business is a bit slow around here in England. No matter. I’ll head over to Redmond, Washington, and do a gig for Microsoft if I have to. New York? Sure. Houston? If they pay me enough.

So that’s why I have a blog, I suppose. I like the control. I write something, I post it, it gets read, hopefully good things happen as a result, somewhere on this small blue planet of ours. Unlike a book or a movie or a TV commercial, there’s no waiting around for somebody else to greenlight it. The only light is the greenlight.

Sure, I hear you saying, “But the scale is so small.” I don’t know about that. At last count [and this was a couple of years ago] the “How To Be Creative” page had been downloaded a quarter of a million times. And Lord knows how many copies of the “ChangeThis” PDF version were printed out and circulated. Most hardbacks are lucky if they sell three thousand copies. Granted, movies get seen by a lot of people, but only for a week or two.Then they leave the cinema and are mostly consigned to a lonely life on the DVD rack. And they’re expensive and take years to make. They have a lot, I mean A LOT of downtime. Whereas a blog is constantly working, constantly growing. I like that.

I guess my point is, if you’re one of these people considering giving up on blogging in exchange for paying more attention to Facebook, Twitter, YouTube and MySpace, bear in mind you are giving up on something rather unique and wonderful. But I would say that.

I will be going public on Monday with a surprising new client. I became involved directly because of the relationships that I have developed from my own blogging. My earlier work with NPR had the same genesis. In fact nearly all my work is derived directly from the MicroBrand that is me, Rob. I can live in a beautiful place like PEI, walk the dogs, feed the fire, mow the lawn and still be in the wider world.

Nearly all the people I work with both as clients and as co workers on projects also come from my blogging community. My long suffering wife, Robin, has finally seen that all this time in my PJ’s is worth it.

I have also got something beyond price – a whole new group of friends that have become very precious.

So when people say they have no time to blog, they risk cutting themselves off from much good in the world. Facebook is fun, but with blogging, there is the opportunity to discover another person.

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Transformation is possible – you don’t believe me – then look at Dave

Dave is passionately exploring how social media may shift another institution – the idea of an exclusive property based bond between only one man and one woman. I think that maybe an entire new site about social media may be needed to go there.