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Influencers – The Movie

Posted by John Horniblow on Nov 9, 2010 in General, Social Media Marketing

The INFLUENCERS movie has arrived ! – INFLUENCERS is a short documentary that explores what it means to be an influencer and “how trends & creativity become contagious” today in music and fashion, or for that matter in other industries too. In its own words “The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.”

What I find very interesting is the commentary surrounding the film and few salient points mentioned in the film. Lets start with some of the commentary. Film maker Ryan Fitzgerald poignantly writes “A very interesting film. If you read the fine print “by R+I Creative” you may realize that this is a clever advertisement for the creative agency itself. As a filmmaker I understand that media is the ultimate manipulation tool, and by making a film about what an “Influencer” is you are essentially creating yourself as the authority on how to influence people. According to this film, things that are “cool” are eventually things that spread to the mainstream. Which is how creative agencies make money; by bringing “cool” to the masses.”

The other and more pertinent fact is that is that the film about our times and how trends, trendsetters are tapped into but what’s also clever is the buzz and the very special social elements which are part and parcel of the film convergence media model. Its shareable, its available across multiple access points and on other devices ( ipad, smart phones, facebook, twitter, blogs ) people can comment on it. Over and above the veneer of New York hip and cool at the 12 and quarter minute mark as the film comes to its riveting conclusion Rob Cohen of Cornerstone starts to talk about social media effect of influence and the many touchpoints social technologies have opened and will continue to open. This leads to the one very final and relevant piece of interview with fashion editor Josh Peskowitz, where he underscores that the importance of the consumer is paramount and that they are influencing the establishment .. “who knows where that will lead, no of us do…. we got to wait and see”.

I can’t wait for the next episode!

INFLUENCERS TRAILER from R+I creative on Vimeo.

So while the film is the latest or newest thing on the social block, back in 2009 the concept or the use of the word “Influencers” began to the rear its head as a trend in the social media vernacular. In May 2009 I wrote another blog post titled Understanding the Influence Landscape and 2009 the Year of Influence based on the commentary by Ross Dawson (Trends in Living Networks). Its was no accident that this time old marketing concept had come back to the fore. This time it was not dressed up as the media attractive celebrity and brand ambassador and the concept or relational or relationship marketing, it was based on the social influence, a confluence of aggregators, networks , and mechanisms which, was best summed up as:

* The democratization of media, which gives everyone a channel to propagate theirs or others’ opinions.

* Peer trust, which places far greater faith in individuals than corporate advertising and marketing.

* The ongoing fragmentation of mass media, which takes away the power of traditional marketing channels.

* The aggregation of social media, which gives a far stronger voice to the many individual conversations.

I think these still prevail today as elements of convergence culture and Ross’ work cleverly put together the following diagram on the Influence Landscape which while only a beta v 1 still stands the test of hyperspeed in today’s networked world. Its 18 months old and was released almost at the same time as Twitter’s rise to accepted popularity and verging acceptance as mainstream media.

influence_landscape_beta_240w.jpg

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The Future of Marketing

Posted by John Horniblow on Nov 9, 2010 in General, marketing 2.0, Online Media, Social Media Marketing

Reposted from http://blog.label.ch

as posted on 16th February 2010

A very interesting view from Pete Blackshaw, The Nielsen Company, on what to do and how to prepare for the future of online marketing. Responsiveness is key to success, but also being aware of what you need to respond to and planning for what the consumer might do next. Pete suggests “that there is a new accountability standard that has been put on the table by consumers and that may lead to better advertising” . He also cites the Nielsen research that suggests that “consumers trust each other more than they trust advertisers” , ” if advertisers can figure out a way of co creating with consumers, everybody might win”. Brands should be both reactive and proactive in planning for what consumers might do through better websites and better feedback loops.

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Tiziano Project wins 2010 New Media Award’s Web Site Awards Competition

Posted by John Horniblow on Nov 5, 2010 in marketing 2.0, Online Media, Social Media Marketing

At the last SM@RT event in Geneva , I presented The Tiziano Project via Jon Vidar, the Tiziano Projects Executive Director, to group of journalists, digital marketers , PR and communciations professional as a project that was breaking new ground in transmedia storytelling and social media from the humanitarian angle. The resulting piece of work the Tiziano project has produced just won an award in the New Media Awards web site awards competition.
I think its worth taking a look at. I do think that convergence media will take lots of forms in the next few years. In the realm of media and photojournalism we are already seeing some profound changes. The Tiziano Project is one of these new media empowerment projects that breaks down distance, misunderstanding and creates a vibrant local voice for Kurdistan.

The World I See | The Tiziano Project from The Tiziano Project on Vimeo.

The Tiziano Project | 360° Kurdistan presents the journalistic efforts and personal accounts of 12 Iraqi citizens living in the Kurdish north alongside the stories of their professional multimedia journalism mentors. This is a documentary effort by The Tiziano Project, which provides new media tools and training to community members in conflict, post-conflict and developing regions.

The purpose of The Tiziano Project | 360° Kurdistan is to provide you with a robust and complete understanding of life, culture and news in present-day Iraqi Kurdistan.

The 360.tizianoproject.org is a winner in the 2010 New Media Award’s Web Site Awards Competition. http://www.newmediaawards.org/websiteawards/2010/360tizianoproject.html

The Tiziano Project | 360°- http://360.tizianoproject.org

To find out more about the Tiziano organization click here: http://www.tizianoproject.org

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge

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SM@RT- The fourth social media roundtable

Posted by John Horniblow on Oct 27, 2010 in General, marketing 2.0, Social Media Marketing

SM@RT , the social media roundtable conceived and put together by John Horniblow, digital convergence and  marketing 2.0 expert, while working at LABEL in Geneva  recently hosted its fourth event in partnership with the US Mission to UN. Among the guests were a great number of Geneva-based international organizations’ representatives, some members of the Geneva Press corps as well as several participants  from the  Swiss based watch and food industries , P&G, and HP. The days preceding started with Dr Matthew Mc Dougall, CEO of Sinotech,  who explained to SM@RT’s participants the status and uptake of social media and avenues for digital marketing and ecommerce in China.

craig duncan UNISDR

The afternoon was deeply imprinted by the humanitarian touch with a talk about the use of social media for humanitarian purposes with the intervention of UNISDR (United Nations International Strategy for Disaster Reduction) Craig Duncan and UNHCR Alexandra Eurdolian, and the introduction to two humanitarian projects, one in Iraq, the other in Afghanistan. With one foot in Iraq, the Tiziano Project aims at providing “community members in conflict, post-conflict and underreported regions with the equipement, training and affiliations necessary to report their stories and improve their lives. The World I See | The Tiziano Project from Grant Slater on Vimeo. Jon Vidar, executive director of the Tiziano Project, made a live intervention from Chicago to introduce the Tiziano Project | 360° Kurdistan, which promotes « the journalistic efforts and personal accounts of Iraqi citizens living in the Kurdish north alongside the stories of their professional multimedia journalism mentors. The goal of this initiative is to enable the rest of the world to better understand and apprehend more completely the life, culture and news in present-day’s Iraki Kurdistan. This Is Iraq | The Tiziano Project from Grant Slater on Vimeo. SM@RT’s participants were deeply interested and impressed by the quality of the reports and the originality of the project. Some were then overwhelmed by the presentation of Skateistan by Oliver Percovich, the exsecutive director of this Afghanistan-based organization. John Horniblow SM@RT Skateistan is a non-governmental organization, which aims at bringing young Afghans, boys and girls, from all ethnic and socioeconomic backgrounds, new opportunities in cross-cultural interaction, education and personal empowerment through skateboard. Skateistan connects students with instructors who will help them develop their skills not only in skateboarding but also in languages, arts, information technology, civic responsibility, etc. Students choose for themselves what they wish to learn.
John Horniblow talks via video conference to Oliver Percovich in Kabul
The project attracted a lot of sympathy and a dozen schools and skateboard associations around the world (Australia, Germany, United States, UAE, Peru, UK and Switzerland) became partners. Finally SM@RT concluded with an animated discussion between the participants and Chris Hoofnagle, from the Berkeley Center for Law & Technology at UC Berkeley, on privacy in a networked world.

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge

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Facebook’s bid to rule the web as it turns more social

Posted by John Horniblow on Apr 22, 2010 in marketing 2.0, Social Media Marketing


I think this article is a must read – http://news.bbc.co.uk/2/hi/technology/8590306.stm
At the F8 conference in San Francisco, Mark Zuckerberg unveiled a number of products he says are aimed at putting users and their friends at the “centre of the web”. It will surely work on the further unseating of Google being the site or service synonymous with internet usage and the webs most used or visited service.

“One of the points Mr Zuckerberg was making was that the web has become a lot less anonymous and Facebook is definitely positioning itself as wanting to be the owner of that information,” said Maya Baratz of the Huffington Post. (Given Facebook’s growing and highly influential size the Huffington Post online publication has dedicated a whole section of its site to news surrounding Facebook which you can read by clicking here.)

Zuckerberg told developers at the f8 conference that the experience will mean a more personalized, social, smarter Web. As quoted from an another article on Huffington Post “Facebook is spreading its wings to the broader Web with new tools that will allow users to see personalized versions of websites they visit elsewhere.

The move could change the way people experience the online world, though it could come with deeper privacy implications. By accessing Facebook’s tools, websites will be able to customize the experience based on the list of friends, favorite bands and other things users have shared on their Facebook profiles.


“The Web is at a really important turning point now,” Facebook CEO Mark Zuckerberg said at the F8 conference for Web and software developers in San Francisco. “Most things aren’t social and they don’t use your real identity. This is really starting to change.”

In its first steps Facebook has changed the semantics surrounding fans “people who like this” – has replaced the former term of “fans.” Facebook has added these new features to its site,
Facebook Like Button

If you haven’t noticed these changes in the past few days take look.

In conjunction with this step it also launched the concept of what it calls Community pages. The concept of Community pages is to revamp users’ profiles to emphasize the pages for bands, books and businesses that users have become fans of. Facebook has started prompting users to essentially combine the two ( a users “Faned” page , and their profile page ) So if you listed The Clash in the “favorite music” section of your profile, Facebook will now ask you to join his page, if you haven’t become a fan of it already.

Facebook has also announced its working to eliminate the FB Connect ‘brand and replacing it with OAUTH – OAuth (Open Authorization) is an open standard that allows users to share their private resources (e.g. photos, videos, contact lists) stored on one site with another site without having to hand out their username and password.

Its also working on projects such as social plugins whch they call GDP (granular data permissions) and continuing to work on user privacy settings.
Zuckerberg said Facebook made sure that its new tools don’t intrude on their privacy. Users’ preferences won’t be logged unless they choose to press the “like” button on websites. If anything, Zuckerberg expects the “like” tools to give people more control over what they want to share with their online entourages.

If users embrace it, Facebook could gain valuable insights that could help it sell more advertising, potentially rivaling online ad leader Google Inc., which typically tailors ads based on keywords in search terms and Web content.

“If I were Google I would be really scared because Facebook might end up with a lot more intelligence than them,” said Alain Chuard, Founder of social marketing firm Wildfire. “Google is just an algorithm, but Facebook could rule the Web.”

So there’s obviously and lot more planned for the near future as the battle for social dominance increases. I wonder what Google will do now since its Buzz launch looks like a knee jerk re action to Facebook’s growing importance and it incremental loses in market share of audience time and visitation online?

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Monkeys with Typewriters – Myths and realities of social media at work – A Review

Posted by John Horniblow on Mar 24, 2010 in General, marketing 2.0, Social Media Marketing


Monkeys with Typewriters – Myths and realities of social media at work.

There seems to be a lot of books that are be published about social media, the new digital marketing paradigm, and they are propagating as fast that the exponential growth of social media and networking. Most are, unfortunately, the non-descript how to do, or dummies guide to social media or how to use particular tool or a book rushed to print on hype. For the most part these serve their purpose but will be outdated by the time they publish or contain nothing more that are dry set of repetitive studies presented as a mind numbing, blunt string of wide eyed testimonies that say the “times are a changing”. I must say, save the print and spare me the drudgery please. Then I also must concede, I am not the target audience or buyer of such books.

Jemima Gibbons recently published book, Monkeys with Typewriters is quite different to those aforementioned book types. Its a new and refreshing read, a sparkling gem in a field of proliferating drudgery of “read this now and it will change your life” books. It also poignantly marks the period we are experiencing. Read more…

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Trend map for 2010 – 2015

Posted by John Horniblow on Jan 4, 2010 in General, User experience

Written http://blog.label.ch

Richard Watson of NowandNext has released this year’s version of the Trends and Technology timeline . The evolution of trends and mapping them to a visualization is a continuing project first started in 2007 involving a collaboration with Ross Dawson of Advanced Human Technologies.

This years map sees a greater expansion of continuing trends and a longer outlook than its previous versions. Whilst open to speculation and and unforeseen events the Trends map includes 5 concentric time zones extrapolating out to 2050 with the closest concentration on the next 5 years till 2015.

The map has 16 main influence lines representing the key drivers upon which the trends occur including; society & culture, geopolitics, energy and raw materials, science and technology, healthcare and medicine, the economy, news & media, retail and leisure. There is a lot more detail on this map than in previous years and its reversion back to the intersecting subway map that shows the dense hubs (megatrends) of converging lines is an interesting metaphor for mapping linked relationships. Read more…

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Defining A Dialogue Idea for Relationship and Social Marketing

Posted by John Horniblow on Oct 16, 2009 in General, marketing 2.0, Social Media Marketing

Reposted from http://blog.label.ch

As the digital shift continues to move marketing communications to more direct and dialogue driven channels companies should adopt a simple methodology in identifying what will work for them and their consumers. The dialogue idea is as unifying concept that aligns relationship or socially driven programs with other communications as a part of an integrated marketing approach. As more participatory channels for consumers are developed the need to establish consistent, non-campaign driven dialogue points becomes critical in the marketing mix. These are not just limited to the direct channels, as we know them; (CRM, DM, email, websites), but really extend across any personal contact that can be associated to the “ brand experience”; customer and consumer services, in store demonstrations, events etc.

A real world experience with a brand is only mirrored in the participatory platforms online and this mirroring reflects the sentiments it arouses in real world conversations. Read more…

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SoundCloud wins Techcrunch award for Best Entertainment service or application EMEA

Posted by John Horniblow on Jul 13, 2009 in Online Media, Social Media Marketing

20462v2-max-150x150
In a list of aspiring and inspiring new entertainment based services and applications SoundCloud  won this years coveted Best Entertainment service or application  award . Competing in a highly competitive field SoundCloud beat eRepublik, Moshi Monsters, Playfish and WeeWorld,  a category largely dominated by online games and virtual worlds . SoundCloud is an online audio platform catering to music professionals enabling them to collaborate, promote & distribute their music.  A music sharing and listening service, based on social network technologies .

The music industry is clearly  under attack these days as it failed to change and adopt to the new distribution paradigms and the consumers preferences as the old models of music promotion , sales and distribution have been dismantled over the past 9 years . In this new connected world SoundCloud provides a efficient and simple way for music professionals to exchange music they are involved with in private settings allowing for easy collaboration and communication prior to a public release. I think its  service that has a bright future and over the past year since its launch  its user adoption grow 600 % to close at close to 60,000 users.  What is very clear is that SoundCloud has an audience that spans the globe , not just an audience that is largely US based .

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Twitterverse enters the Lexicon

Posted by John Horniblow on Jun 5, 2009 in General, Online Media, Social Media Marketing

n. The Twitter social networking service and the people who use it. Also: twitterverse, Twitter-verse. [Blend of Twitter and universe.]

The word Twitterverse entered the lexicon of social media in a big way in the past few months. Its appeared on NPR ( National Public Radio ) in the Washington Post , spawned a blog by Emily Chang, of Ideacodes in SF and the 1st or beta edition of a Twitterverse map.

3570379944_f2af60cefd

I think the map is the best and possibly the least abstract representation of a fast emerging world and was produced by Brian Solis , Principal of FutureWorks, PR and New Media agency in Silicon Valley . He released a beta version of what he calls the Twitterverse v 0.9 last week ( see Gazing into the Twitterverse). What he and partner Jess3 have produced is a spiral universe that begins to place an order to a complex set of relationships surrounding Twitter from search , communication, mobile, analytics, relationship management, advertising and events. The spiral representation seems to be like that of solar system revolving around a central star in long tendrils representing a map of tools and applications for conversation management and measurement emanating from the vortex of Twitter.

So what does the word Twitterverse mean and where does it originate from?

The Urban Dictionary provides a broad user friendly meaning online. “the cyberspace area of twitter. This naturally extends beyond twitter.com to anywhere you can twitter, which includes cell phones.” It appears that the cyberspace area is largely undefined.

Wordspy , a blog on the word lovers guide to new words, attributes the origins of the word to Twitterverse to Adam Pasick, “SXSW and the Twitterverse,” Monkey Daemon, March 12, 2007

Adam described Twitter as ” a sort of minute-by-minute blog that you send and receive from a computer or text message. All too often this takes the form of scintillating entries like “I’m eating breakfast,” and other stuff that you really don’t need to know about other people. But the allure at SXSW is that all the cool kids are doing it. So if you want to find the cool parties, you have to read Twitter. It’s geek clique chic.”

As Brian Solis’ graphic representation shows the Twitterverse has evolved since those early days, the public, companies, the press, have all run to get on board to explore and exploit the platform as a short form news , PR, promotion, and ideas to a  range of tools that map the relationships between information sources , their conversations topics, circles of influence, and the broad sweep pf readers or “followers”.

To emphasize the size and significance of the microblogging platform Neilsen reports that time spent of time spent on Twitter has grown a phenomenal 3,712 % in the past year. Who ever coined the phrase Twitterverse is watching this new universe take shape and form as it expands.

Top 10 Social Networking and Blog Sites Ranked by Total Minutes for April 2009 and Their Year-over-Year Percent Growth (U.S., Home and Work)

RANK Site Apr-08 Total Minutes (000) Apr-09 Total Minutes (000) Year-over-Year
% Growth
1 Facebook 1,735,698 13,872,640 699
2 Myspace.com 7,254,645 4,973,919 -31
3 Blogger 448,710 582,683 30
4 Tagged.com 29,858 327,871 998
5 Twitter.com 7,865 299,836 3712
6 MyYearbook 131,105 268,565 105
7 LiveJournal 54,671 204,121 273
8 LinkedIn 119,636 202,407 69
9 SlashKey N/A 187,687 N/A
10 Gaia Online 173,115 143,909 -17
source: The Nielsen Company

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge

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The internet roadmap – IA Japan’s trends map for 2009 is coming soon

Posted by John Horniblow on Feb 23, 2009 in Design, General, User experience

The internet may be amorphous machine , somewhat chaotic it breadth and depth but it also lends itself to very fast and quick generation of trends and directions in human communications and  where and what people do virtually is able to be mapped  as lines , hubs, converging rails and directional lines. 

Tokyo subway map

Tokyo subway map

With 882 stations on 14 lines, Tokyo’s subway system is one of the largest — and busiest — in all the world. The system map is a twisted mass of lines and stations. Consider this : Shinjuku  one of the largest — and busiest stations  in the world  is the main hub for 12 different lines that link central Tokyo and its western suburbs. Approximately 3.6 million people pass through the station each day. It has four concourses, eight department stores, three dozen tracks and more than 200 exits.

The images I  hold in my mind have of the Tokyo subway system are nothing short of mass commuting on a grand scale with little or no respect personal space and that my idea of crowded pales as comfy . The western concept  of the having an invisible barrier that creates an magic space or outer boundary  around your body  goes out of the window when you hear of  whited gloved station attendants, called oshiya – literally, “pusher” politely but firmly shoving people into the cars or  with special human” herding sticks”  to  squeeze commuters onto already seemingly full trains. Its a remarkably efficient mass transit mover  of wave of a humanity , impersonal , raw and sprawling.

internet trends map

 

The  Tokyo Subway analogy  of where internet traffic and trends converge is  wonderful metaphor upon which to begin to put order to the sheer number of cyber commuters , the convergence points of traffic and communications , the conjecture , the posturing , the speculative and the inherent generational morphing that occurs in pockets on the net and then spreads. Information Architects Japan produced a 3rd version of the the map in 2008   ( see above ) presented as an isometric landscape with two layers: one showing the brand evaluation of the main sites, and other layer their interface or usability. The map has changed from the original two maps that looked graphically  like the current Tokyo subway map. 

 What is interesting to note is that map evolves each year and and sites can move from station to station  based  upon a subjective or even and analytical prediction of their importance, business play, style , audience  and get placed on the map  relative  to the actual physical station it surrounding real estate and it core commuter. 

The telling things in 2008 map as noted by IA Japan  were : 

Google - The Center of the Center: 

“In terms of traffic, Tokyo station is the center of Tokyo. That’s why Google (which is slowly becoming a metaphor of the Internet itself) has moved from Shinjuku to Tokyo Station. Google continues to push new modules into the main lines in an attempt to occupy the center circle.” 

trendmap3-google

Dataportability : Unknown, But… : Dataportability.org in Uguisudani

” If things turn out as they seem like they’re going to, the newcomer of the year is Dataportability.org. It has become the center of online identity practically overnight. OpenID, Google, Facebook, Flickr, and Plaxo all opened-up and joined this incredible project. Microsoft probably won’t be happy as Passport (or is it “Passport Live?”) now has no significance.” 

Facebook : Just a Hub: Facebook in Nippori

” Facebook has moved to Nippori because, from a broader perspective, Nippori is boring. But it’s still an important station (Nippori is a hub for Narita, Tokyo’s international airport).”  Just as Youtube is an important hub. 

trendmap3-youtube

 

Yahoo : Ya… who? Yahoo in Tabata

” Along with our speculation that the Yahoo brand will move increasingly into the background as an umbrella for more exciting products and brands like Flickr, we gave Yahoo an insignificant station. Flickr, in Nishi-Nippori, is closer to Facebook (also a strong picture-sharing portal) than Yahoo (Yahoo-owned Flickr is a part of Dataportability.org).” 

trendmap3-yahoo 

 

MSN : Moving Towards a Central Node: MSN in Shinjuku

” MSN has moved to Shinjuku. Lately it has increased its network (see: deal with Newsvine and The New York Times). MSN—unlike Microsoft Live—is doing things right.” 

trendmap3-nyt

I wonder where the map will shift for this coming year ? For more information on IA Japan’s forth coming trend map  for 2009 .

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Web 2.0 : The basics of the Open and social web

Posted by John Horniblow on Jan 14, 2009 in General, User experience

“An emerging network- centric platform to support distributed,  collaborative and cumulative creation by its users.” 

- John Hagel 

Web 2.0  is such an amorphous terms that defies a hard definition. In the many years that  have been talking about and working in in web development and interactive marketing I would often describe the evolution of the web as  generational,  heralding each leap in concept  from media, content,  browsers, systems and platforms  as contributing generational stepping stones to where we are today. The hyperbolic change that occurred in the early internet years seemed to have generational change each successive year with competing technologies, media companies and battling it out for a controlling position. When the dot com bubble finally burt in 2001  there was a  turning point in the web. The point where after a shakeout the ascendent technologies began to differentiate themselves from the raft of “frothy flotsam ” washed up in wake of the the crash. Perhaps the corporate agendas of owning  or controlling the web , the antithesis of its organic and free form, had failed. What was apparent at this time was that new sites and technologies kept on revitalizing the digital space in an open and collaborative way. 

While the boom was definitively over the web just kept evolving in open way and the  transition to  Web 2.0 was enabled by the emergence of platforms such as blogging, social networks, and free image and video uploading, that collectively  allowed extremely easy content creation, access and sharing by anyone who had a computer and a connection. The barrier to entry of web publishing or content creation was over and the social voice of the digital consumer  had begun its transformative ride over traditional media. 

 If you think Web 2.0  as simply social networking or just about the technical or geek jargon…. you really need to think again. Every aspect of Web 2.0 is driven by consumer participation, from content, its voice, browser development, technology platforms, and an ever evolving digital life.  The most definitive trend and primary direction of Web 2.0 is for users to control  the content they create, the data captured about their web activities and their identity and their willingness to participate and socialize collectively. The gradual opening or advances in  digital standards  have allowed for a common interfaces and integration across content and applications allowing a less constrained environment then had previously existed before.  Decentralized in its architecture, participation, and usage, Web 2.0′s  real  power and flexibility emerges  from distributing applications and content over many points rather than having them locked down on centralized or controlled systems. Its is truly becoming a  plugin and play open environment for digital interplay between content and devices where the consumer experience  of  media or content mobility is quintessential. 

What is very clear is that the Web 2.0  is not a trend or fad, it is not going way or will disappear, its here to stay. What is even more interesting is that the internet development chatter is about the next evolution , Web 3.0 or the semantic web, an intelligent web based on  behavioural understanding of the consumers digital actions.  What’s going to be  interesting about Web 3.0  and will define just how far it can go will be the consumer privacy laws. There’s potentially an imminent consumer back lash looming in the near future concerning the use of known and personal data points surrounding behaviours.  web-20-framework

There are a small number main characteristics that help define web 2. 0 In the marketers world there are a few we should be aware of as these have become  part of the mainstream  marketing language: 

New Media Marketing: a term to describe the building and managing of social networks and online or virtual communities, and extend the reach of marketing to the low-frequency, low-intensity consumer in a cost effective way.

Buzz Marketing: The strategic use of word of mouth, the transmission of commercial information from person to person in an online or real-world environment.

Viral Marketing: The intentional spreading of marketing messages using social networks, with an emphasis of the casual, non-intentional and low cost.

Collective Intelligence or Collaborative Filtering : Essentially what this means is that “users” contributions greatly help build and make the foundation stronger and more popular by adding their content, such as links, comments, forum posts, reviews, rating others, an aggregation of the best work of thousands, then millions of web users (example: YouTube – more comments, more “thumbs-up” the more popularity), and any content contribution really. Without the end “user” the sites popularity goes down – if there is no interactivity for the end user, it’s not collective “anything.” So in short – the site grows organically in response to user activity.

Users Add Value: The architecture of your software development relies on “public” users to add their own data thus adding more value to your application. FireFox, Mozilla , Red Hat Linux WordPress ,(possibly the most used blogging software in the world ) grow in functionality through a network of contributing developers.  

“Some” Rights Reserved: Expanding the range of creative works accessible for others to legally build upon and share. The Creative Commons (CC) is a non-profit organization dedicated to just that. The organization has released several copyright licenses known as Creative Commons licenses. These licenses, depending on the one selected, restrict only particular rights (or none) of the work instead of customary copyright, which is more restraining.

The constant Beta: Sites like, Frappr, CafePress, Flickr, FeedBurner…etc. rely on a services evolution or constant improvements and enhancements , New features  are  packaged up into massive releases, but instead added them on a regular basis as part of the normal user experience. 

Rich User Experience:  Web 2.0 applications are built of a network of cooperating data services. 

web-apps

When it comes to the driving  Web 2.0  technologies  we should also aware of: 

Aggregation: Bringing multiple content sources together into one interface or application. 

AJAX : (Asynchronous Javascript and XML) A combination of technologies that  enables highly interactive web applications. 

API : (Application Programming Interface) A defined interface to a computer  application or database that allows access by other applications. 

Embedding: Integrating content or an application into a web page, while the original format is maintained. 

Folksonomy: Rich categorization of information that is collectively created  by users, through tagging and other actions. (cf. taxonomy) 

Mashups: Combination of different types of content or data, usually  from different sources, to create something new.

Remixing: Extracting and combining samples of content to create a  new output. The term was originally used in music but is  now also applied to video and other content. 

RSS : (Really Simple Syndication) A group of formats to publish  (syndicate) content on the internet so that users or  applications automatically receive any updates.

Ruby on Rails: An open source web application framework that  is frequently used in Web 2.0 website development. 

Tag cloud: A visual depiction of tags that have been used to describe a  piece of content, with higher frequency tags emphasized to assist  content comprehension and navigation. 

Tagging: Attaching descriptions to information or content. 

Virtual architecture :The creation of avatars (alternative representations of people), buildings, objects, and other artefacts inside virtual spaces. 

Widget: Small, portable web application that can be embedded into any web page. 

XML : (eXtensible Markup Language) An open standard for describing data, which  enables easy exchange of information between applications and organizations. 

Open web: The entire space of the World Wide Web open to anyone to access and participate. This has been the initial domain in which Web 2.0 technologies, applications, and attitudes have developed. 

 

 

  Suggested reading Future Exploration network

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The Daily Slice

Posted by John Horniblow on Dec 21, 2008 in General

Welcome  The Daily Slice for an insight to the evolving world of Digital Marketing for the modern day marketer.  While the discipline is new too many the foundations of digital marketing have been in practice and developing under many other names ( interactive/online/new media/   communications  and  marketing ) for the past 14 years as the world enters the early days of the Post Information age .  The concept for digital marketing is that its not digital just for the sake of being digital but draws upon the analogue and real world challenges of  consumer based marketing communications in the context of changing and evolving consumer behaviours. In the Post Information Age the face of the communications world truly  is digital and the old or yesteryear idea of convergence media , while still in the flux of establishing a pure convergence , is a dawning reality .

The shift of media from the concrete world of atoms to bits marks this fundamental change. Today we can see the  basic structures of entertainment, media, news and information have shifted dramatically : newsprint empires are in decline, the music industry’s formulaic  old world business strategy upon which its meteoric post war rise has failed to evolve under the pressure of digital distribution and the consumer right of choice, the  video game companies are touted to be the new Hollywood and new battleground for consumer electronics is the digital entertainment and information hub in the lounge room. The age of personalized information and entertainment choices is in its nascent years.  The real world emulation of social communications online ( Social Media ) , is  defining  the power of consumer voice and possibly  laying insight to  behavioural trends in media consumption. Social Media Marketing is also emerging as one of the most important, if not the most important, source of information for the consumer.

 I think there is a lot of credence given to the current line of thought that digital has changed the face of  marketing forever.  I do think its prudent to say that while  consumer media consumption habits have changed and are evolving in this Post- Information Age , digital  represents a personal and exploding number of contact points  or new channels   open to the marketer. The marketing challenge is nothing new : understanding how to reach the consumer  with the what,  when, where and how  , in these channels. 

Recommended Reading: while a little old   Being Digital : Nicholas Negroponte  still is a great starting point in understanding the principals  of digital change. 

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge

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