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What to watch in 2011

January 3, 2011 Leave a comment

Happy New Year everyone!!!!!!!!!

As usual, a massive upload of predictions, ideas, forward-looking statements, but this one I rather say is quite cool!!

I like a lot nr 93 on transmedia, and more.. apps beyond mobile, storytelling applied to products, home energy monitors and, and.. and you go and enjoy!!!

🙂

Some facts about Social Media

December 1, 2010 Leave a comment

The question, once, was about whether social media were a real (ahahah, LOL!!) stuff or something doomed, as some little examples within the social media ecosystem was suggesting…

Personally, apart from the FatBoy Slim soundtrack, I like the following statement: “the ROI of social media is your business will still exist in five years time”. More to come. Enjoy!!!

Socialise your company: a Web user groups segmentation (prompt!)

November 11, 2010 Leave a comment

As soon as the organisation exposes itself to the social, Web environment, it will be necessary to allow users to move and experience a given company in a personalised fashion. Web 2.0 is all about users being individually relevant. The ability to create/collaborate in creating the Web contents (e.g. via social networking interactions), using the contents or uploading information, and above all users/clients being able to create their own “Company” experience will dramatically increase the Web site appeal, and will customise the experience according to each user (or user group) needed experience level.

To clarify the segmentation (thanks also to Trendwatching.com):

  • Peekers. Some users are very critical in approaching the Web, overwhelmed by information, trends and unable to follow up and close the “generational” gap from 1.0 to 2.0. The experience is scarce, driven by pure necessity and lack of alternatives. Preferred tools: profile, myHome.
  • No Frillers. Some users may be overwhelmed with information or not interested or willing to adopt a new phenomenon unless some of the parts fit a purpose (theirs). The Web and its social aspects are simply a channel amongst others to be used for a given “problem solving” exercise. Preferred tools: feed, profiles, myHome, forum.
  • Twinsumers. The power of referral is fundamental in this grouping. Twinsumers are looking for the “best available” and would not accept any other comment or indication but from a known and respected peer group. Less social than others, are very active nonetheless. Preferred tools: social bookmarking, blog, profile, wikis, myHome and feed.
  • Crowd Clout. Crowd Clout are users that have manifested their “intention”, active, they are quite likely to clout and determine the fate of a given product/service/social tendency. They are action-ready and like-minded. They are able to generate an important social movement within the “peers”. Preferred tools: profile, myHome, social bookmarking, feed, blog, upload, wikis, forum.
  • Trysumers. Experienced Web surfers, Trysumers are very active, and have full access to different information sources, reviews, and are able to compare efficiently. This allows them to try and adopt new “services” and brand new “products” with enjoyment and drive. They move fast to other items should the discovery being not up to the standard that stirred the initial interest. Preferred tools: blog, feed, content upload, social bookmarking, mashups and forums.
  • Master of Youniverse. This is one of the fundamental pillars of the new “Web”. Users within this grouping are in (perceived) total control of their Web and social experience. They determine their own space, playground, interests and network. Very active and restless, able to customise, deeply connected and strong, almost compulsive communicators. Free, mobile and independent, they share their worlds. Preferred tools: myHome, profile, widgets, social bookmarking, content upload, feed, blog, mashups.
  • Generation C. Users in this tribe are most interested in handling, managing, creating and sharing contents. Currently, the Content based markeplace and users “are” the Web. Participative, creative, willing to gather and share, these users are the engine of an evolutionary web experience. Preferred tools: blog, content upload, social bookmarking, feed, widgets, myHome, profile, wiki, mashups.

Each of this user group, plus all the others that a deep analysis of a company potential Web ecosystem may suggest, are able to deliver the best of their value, this being their transformation from “surfers” to interested prospects and clients, solely if enabled by the relevant Web tool sets.

To fill the gaps it is mandatory to understand which user groups are more likely to fit best with the market strategic scenario an organisation would like to develop, and develop accordingly with the appropriate tool sets.

Blog and social communities are generally speaking the easiest way to start implementing a “digital nervous system” for the company, as they allow for immediate interaction and response to any given corporate activity and communication (that goes viral). Social networks may sustain the overall corporate “brand equity”, not only when considering the external environment but also “internally”, within its own human resource base.

To complete the Web transformation it is thus necessary to include those features that will allow users to deeply collaborate in “creating” the new organisation identity, and thus being conceptual shareholders of the success of the company. Consolidation of all activities, from offline to online, and the launch of participative tools, such as wikis, will hit the most radical part of the Web audience.

The controlled escalation, from a discussion-enabled environment to a creative ecosystem should ensure:

  • a strong user satisfaction of the overall experience;
  • an experiential lock in;
  • a constant flow of market, users and client information directly from the source, with or without ad-hoc prompting.

However, to achieve all of the above, a company has to demonstrate a total organisation commitment, a desire to evolve and a clear end-game scenario to target.

Revise the LITO: a Living Information Tech Organism

October 26, 2010 Leave a comment

The ecosystem outside is everchanging. And this is a fact. The social structure, its nodes and hubs is changing, mutating, constantly. And this is also a fact.

Our life and its components are increasingly interconnected by computers, software, wires and this is another fact. And we love to cache and share part of ourselves with the World. Fact, again.

So, to say the least, what we have here is a complex, evolving system. Alive. Half human and half machine? Not quite, or maybe yes.

Companies such as Microsoft have tagged their “software” as Live Software, others are creating “living” sites such as these.

We could actually mention that we have a LITO – Living Information Technology Organism.

If we try to create “something” that is reacting to mutations, we are also talking about a sensing structure that feels, reacts, reorganises, sends instructions to its terminations, it learns and evolve, constantly.

It is alive, then. Constantly upgrading, morphing, merging with the external reality to create another self.

And possibily in a Transmedia format..

So, it could be the case, for argument’s sake, that there is us in real life, in a physically known dimension and a combined entity with a human mind and an electronic permutation of a body (avatar or not is pointless here) that gives birth and life to dreams, expectations, ideas, contacts, relationships and whatever else.

Ready to be moved into the known physical space or not. But nevertheless alive.

This is the main differentiator of Social Web environment and the past: “Social”  in a thesaurus could have “alive” in the option list.

UPDATE: by the way, there are no two LITOs alike.. THINK!!

AOL and Yahoo, Google does it all.. is it time for Net Butlers?

October 15, 2010 2 comments

Is is real, are those just rumors?? AOL is really taking over to Yahoo? Is it happening??

This morning, whilst brewing my coffee, I heard about Google posting some massive growth (again):

“Google had an excellent quarter,” said Eric Schmidt, CEO of Google. “Our core business grew very well, and our newer businesses — particularly display and mobile — continued to show significant momentum. Going forward, we remain committed to aggressive investment in both our people and our products as we pursue an innovation agenda.”

More interestingly, the BBC reporter was stressing the fact that Google keeps on scanning and investing in a range of sectors, including green energies and other “amenities”..

What strikes me is the fact that a number of market super-powers are extending their reach to serve “the net” (as a whole planet of beings, rather than else, with peculiar needs and behaviours) as if they were perfect butlers, able to serve and satisfy any need, desire, wish..

We will increasingly have “working tables” upon which express ourselves, or ask for something to be delivered and arranged exactly the way we want. And you, out there, better be good at this!!

So, no more concentration on core businesses (for those who can extend beyond boundaries), no more ramping up towards excellence or evolution (you may simply put together some innovations and there you have, evolution..), but serve, serve, serve as to drag out as much as possible in attention share..

And, ultimately, this is what is (again, yep, again..) the main currency, attention. A few days ago, I went mad at someone trying to argument about “the client being at the center..” Poor little thing, the problem is not whether your small little business is putting the client as pivot of all its activity (as if you were able to do it..), but rather if YOU ARE AT THE CENTER OF ANY CUSTOMER ATTENTION…

Having an ego sometimes is like a curse..

PS Thanks to Trendwatching..

Digital Inwardness and Digital Intimacy (@BigThink)

October 12, 2010 Leave a comment

Thanks to Big Think, this is a nice and interesting way of looking at connectivity, interconnectivity and intimacy, or actually what is left of it!!!

Consider that and the Transmedia Digital Lifestyle..

Video and interview HERE!!

Personalised experience, news aggregation, a slatePC. It makes sense

October 6, 2010 Leave a comment

It is, we said it, the dawn of a new era.. of what?!??

May not be the only concept, but experience personalisation is something we may get interested, aggregation of information, items, stuff, contacts, anything the way we want, where and how we want.. will we pay for it? It fits our own lifestyle (Digital Transmedia!), it fits our pace, it fits us, extraordinarily us, exclusively us, us at the centre of our universe.. massexclusivity, youniverse.. tribes and trends will have a possibility to emerge, digital butlers have a possibility to serve, on little trays now called slatePCs … everyone’s happy..

What a wonderful world!! 🙂