J480/580 Cluetrain + Long Tail

Transcript

1. The Groundswell The Social Web The Interactive Internet Social Media
2. The Evolution of the Web… Web 1.0 get noise • read content • paid content • move to digital • static sites • push content • eCommerce Web 2.0 make noise • user generated • interactivity/sharing • connectivity • pull content/free • social networking • streaming audio • streaming video Web 3.0 filter noise • real-time • ubiquitous (always connected) • location aware • sensors • tailored (smaller screen) • high-quality camera & audio
4. The End of Business as Usual. We are not seats or eyeballs or end users or consumers. We are human beings - and our reach exceeds your grasp. Deal with it.
5. 95 Theses
6. Discovering, inventing and sharing with blinding speed all over the globe. Markets are conversations. Conversations are natural, open, honest, direct, funny, shocking... and human.
7. 95 Theses
8. What’s a fan?
10. LEGOs as a creative medium Adult Fans - $2,000/year in LEGOs Current fan base, active community LEGO Ambassadors Ambassadors: - Builds relationships & 2-way communications - Help spread info about new products to their networks Jake McKee & AFOLs
11. 3000 pieces $300 “You’re Insane!”
14. the long tail What happens when there’s no such thing as scarcity?
16. implications for social media
17. Long Tail Consumer Rules: 1. Make Everything Available 2. Help Me Find It
18. One-Size-Fits-One