Cluetrain, LEGO + Long Tail

Intro to history and some basic theory in SOJCssm

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
3. 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.
4. 95 Theses
5. Discovering, inventing and sharing with blinding speed all over the globe. Markets are conversations. Conversations are natural, open, honest, direct, funny, shocking... and human.
6. 95 Theses
7. What’s a fan?
9. 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
10. 3000 pieces $300 “You’re Insane!”
11. the long tail What happens when there’s no such thing as scarcity?
13. implications for social media
14. Long Tail Consumer Rules: 1. Make Everything Available 2. Help Me Find It
15. One-Size-Fits-One
18. Listen. Find Influencers.
19. What is “influence”?
20. Finding conversations.
21. What are you looking for?
22. Trends.
23. Issues.
24. Influencers.
25. Narrow? Wide?
27. narrow: diaper products wide: green/sustainable lifestyle
31. socialgraphics
32. Where do you fit?
33. why is it important to know why people adopt social media & new technology?
34. uses & gratifications what are your Us and Gs?
36. uses & gratifications Social interaction Passing Time Information Habit Entertainment traditional Inclusion Affection Relaxation Control interpersonal Time shifting Meeting other people new media Playfulness Choice Connectedness Information Collection Reciprocal Communication interactivity
37. interactivity, demassification, hypertextuality, asynchroneity, and interpersonal aspects of mediated communication challenges for U&G