Miquel Urmeneta - 04/12/10
Take-aways from the firsts readings
About The Trendspotter’s Guide to New Comunications the main take-away is that there are some people that can really forecast future trends (it is amazing that all these was written in 1997!) the difficult part is to find these people.
The 95 theses in The Cluetrain Manifesto are also kind of prophetic and sound to complains that started the changes that were forecasted in The Trendspotter…
The Wave 4 survey (McCann Erikson) leads to a conclusion which perfectly matches the 2 previous documents (interestingly this research has the title of Power to the People). I like the expression “(active internet users) are the best proxy for the future”. In the sense that they will determine what platforms are to succeed and will become dominant. “We like this new market much better, in fact we are creating it”, says The Cluetrain Manifesto.
We are the Internet!
I would like to put my thoughts about what I’ve read:
1. The irrelevance of size (companies and countries): some time ago I read an article by a catalan journalist (www.vilaweb.cat): “In the Internet era it is not any more the big fish eating the little one but the fast fish eating the slow one”. “We are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down” (theses 94).
VilaWeb is also a good example of applying the Long Tail philosophy and creating a ‘community of culture’ (theses 27) to benefit from ‘increased value in niches’ (theses 8).
2. This doesn’t mean that small companies will dominate the online media landscape. ‘Increased Value Brand’ (theses 7) means that the one providing something hot has got much more value than before (as the reach now is global). This is connected with the fact that ‘More Giants’ (theses 14) will appear (“communication amplifies the strength of brands and the power of networks. In industries where networks matter, concentration may increase”). This seems to agree with the article ‘The Web is Dead. Long Live the Internet’ by Chris Anderson talking about the maturity of Internet, which involves that the market logic will also rule on the Internet (“The delirious chaos of the open Web was an adolescent phase subsidized by industrial giants groping their way in a new world.”) (http://www.wired.com/magazine/2010/08/ff_webrip/all/1).
3. “In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way” (The Cluetrain…). The bad thing about the market is that integrates every kind of elements out there: some company blogs or twitter feeds sound as flat and contrived as the old brochures.
Fortunately the reality is what it is and accepts no ‘fakes’: “If the companies culture end before the community begins, they will have no market.”
Latest strategies in internal communication reinforce the idea that creating a good image of the company begins with good communication inside (both conversations –inside the company and with the market- are to be aligned).
The new reality is that business is just a part of the workers life while it seems that is all of their managers’. “Think about it: who needs whom?”, asks The Cluetrain Manifesto. “People will be the Ultimate Scarce Resource” (theses 19).
This is also valid when talking about markets: power is something difficult to get and use, it is not related to money… Internet era has made clear that. Again VilaWeb is a good example. During its 15 years of history it has always had small budgets but a clear orientation to the users.
“Corporations will only sound human when they empower real human beings to speak on their behalf.” (it seems a good conclusion)
To end up with, I would like to have a look to some findings in the Wave 4 study.
Higher than expected:
Lower than expected:
Great user experience -> engagement -> social network sharing -> benefits (via the use of advertising and RoI monitoring tools).
Providing the possibility to deliver the content to any kind of platform or device was also one our key features (it is also consider in the 10-step for successful social media).
Other important ideas which now may seem evident:
[BONUS TRACK] My own predictions:
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