Archive

Archive for the ‘Transmedia Digital Lifestyle’ Category

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!!!

Advertisements

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.

The Future of mobile applications.. or at least a glimpse..

October 28, 2010 Leave a comment

This is rather interesting.. the future of mobile applications..

A range of “concepts” and approaches, technology and philosopy that will drive the next app revolution, including HTML5 and “blended approach”.

But most importantly, as said, it is not an either/or approach, developers do see the entire spectrum of mobile ecosystem and thus, again, technology is not a factor anymore, apps won’t be a factor in the coming future, so, what will eventually drive the customer choices? See this..

Developers can deploy one app across multiple platforms, for example. There’s no need to write different code for iOS, Android, BlackBerry and webOS when much the same code can be used in the browsers of each platform.

I strongly believe the extension of the transmedia concept will be the keystone. And it will not take much time before discovering the truth!! 🙂

Ah, BTW, the Web is becoming an application portfolio per se, but you surely know this by now…

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!!

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!!

More on Windows Phone 7

October 12, 2010 Leave a comment

A huge turmoil, and pretty much along the lines of my latest post, after the launch of WP7!

Manufactures are already building up the Microsoft new mobile value net, there is the feeling Microsoft “did it” this time, and…

I think MS hasn’t done it yet, but it is pretty much on the right track. Now the others have a higher bar to jump. My “blink” feeling…

Windows Phone 7 Blink Review: “me-too” or MS really believes it can win the battle?

October 12, 2010 Leave a comment

I have attended the online launch of the latest Windows Phone 7, just yesterday afternoon (for those of you still hanging around Europe..), and I dare say I was impressed!

Allow me to give you a little background: my first “smartphone” was an HTC running on Windows Mobile platform. I truly hated it, it was a small PC trasformed into a phone, with the logic of a PC running behind phone usage and needs. A mess. To me, mind you.

So, from that stage onward, I tried a fair few phones, better mobile OSs, and I did not make my mind around anything at all. First and foremost, since “you” are claiming the phone is a “do-all”, I actually want it all. Properly. Every combination of OS/device/network provider did not satisfy me completely. Ah, yep, pricing!!

All in all, I did not even consider Microsoft a viable option for my likings. Not a chance.

Until yesterday.

Why is that? Provided I was an Ocean away from “the real thing”, my first impression was: I am seeing something I have never seen before! I am quite into the look of things, since it gives me the overall feeling for the mental process, market aims, “how-to-hit-in-a-blink” attitude of the team(s) behind any development, and in this case I definitely liked what I saw.

All other mobile experiences are pretty much the same form a visual stand point, some homepages to turn, brighter colours, some fiddling about, but you definitely feel “at ease”, it is a phone, it is a “normal” phone, you are in your comfort zone. This “thing” is different, beginning with the font layout, the organisation of the words, the different font size. Know what? It reminded me of a glossyfashion magazine, or a trendy website. I would be interested to “look at it”, it drags me out from my “lazy user” shell and call me to “action”.

It is fast. Again, I have to try first, but it looks like being real fast. Application swap, and the actual use within applications seems real quick, rewarding and in line with XXI century media experience expectations. Another good shot.

It is positioned as a Hub, indeed it has the hub concept built within the WP7 conceptual framework itself. And this is real cool, I like the idea of having my “transmedia digital lifestyle” remote in my hand, ready to play and distribute pieces of my “digital-me” to the application/device/recipient I believe it is best suited. It is almost a nonsense to assume any mobile device will absorb the rest of the digital ecosystem into a massive, Device Almighty. Portability, screen size, processing power, price, are all factors of endless permutations manufacturers cannot fulfil. Unless the Hub concept comes into play. Something that allow the user to check, experience, engage and use the elapsed time between “other devices” in the best possible and efficient/rewarding way. This is the keyword: rewarding.

Whether rewarding is “money”, “fun”, “friendship building” or “else”, the device has to be multipurpose but not Almighty. And, almost forgotten, the OS comes massively into play. WP7 seems to me to have embedded this approach, this philosophy, “I am your digital hub, keep track of it all, then complete the experience or task whenever, wherever you want. If you need to”.

Now the War. True, WP7 comes out with some delay, compared to Apple and Android. DELAY???? Do come along…

There is no delay here! The Mobile Value Net, that includes OS/Device/Network/Applications is a moveable feast, every day different from the day before, as a user you cannot keep up with the race, and every single combination of the above (e.g. when a new device is launched…) re-shape the tribes and the market clusters. What instead Microsoft should be worried about is the uptake ramp, whether the early adopters have got a natural “consecutio” with a larger market tribe the company already own or control, and furthermore whether the user experience can be enhanced simply by the application layer or there is a need for a fast v.2 of the OS.

This without considering the impact that handset manufacturs will have on the faith of the entire operation. I won’t (and lots of others like me) buy anything in the mobile arena simply because I like ONE single factor of the above value chain. I have to trade off, most certainly, but I have to like the value combination I have been offered. So, I love the way WP7 looks like, I know I will need a few applications but not an endless row of silly things to show and forget about, but I also know that, the user I am, I do need some hardware specs, device size et alia…

In a few word, I am haunting for my Personal Mobile Experience. Me and a few hundred millions of others are not dedicated to Apple, to Android, to Nokia or Samsung, or any other brand. We are dedicated to ourselves and our lives, and we want to hold something that makes our digital lifestyle more comfortable and convenient, enjoyable and fun, effective and rewarding.

Yesterday I have liked what I saw, now it is up to Microsoft and Partners to have me as client!!

Easy, huh?!