Advertising

OWN Your Travel Game

by Dan Robles on August 1, 2011

Social Flight is unique in its purpose of organizing communities of people into powerful collectives who can influence markets, vendors, and especially prices. This opportunity arises because of extraordinary inefficiencies in the airlines, but also in advertising, communications, marketing and every industry where a broker stands between your intentions and a market for goods and services.

Why Google Plus?

It may take a while for most people to catch on to what Google already knows: nothing economic can happen until people get together to build something.

Suppose you set up Google Circles by Geographic location. Essentially, collect your home town friends, your college friends, your family branches, your company headquarters, etc., by geographic location.

Of course, each place where you have been has it’s own set of circles for things to do, places to go, and events to attend. Each place that you go is a market of goods and services that is willing to accept your patronage as well as the patronage of people in your circles.

Now suppose you overlay your data on your personal “interests” data:

This data set can include National Parks, affinity conferences, your Alma Mater “away” games, and seasonal recreation, for example. This affinity data may also include concert tours of your favorite bands, speaker tours of your favorite authors, sibling birthdays, or promotional campaigns for your company, etc.

These form your intentions:

By far the most powerful business intelligence data is for the product that you will buy next, the person who you will talk to next, the place you will go next, and the impression that you will receive next. This data belongs to you – like physical property – and YOU should be able to determine who sees.

YOU OWN your intentions data.

Now overlay your intentions over a map of services and vendors such as hotels, or NASCAR races any other Goods and services that someone may want to sell to you. Today, these vendors are paying a great deal of money to advertise their message to people who may never buy the product or create an unnecessary, and possibly negative, impression on those who would not use the product in the first place.

$400 Billion dollar yearly advertising spend

These vendors pay and extraordinary amount of money on business intelligence, Groupons, and social media campaigns trying to discover YOUR intentions data.

They want to know where you are, but NOW, you know who THEY are. You have every bit of information that you need about them to sell them YOUR product: your intentions.

Now you can simply ask them to bid for your intentions data and bid for your business – this is exactly what a print ad or TV commercial hopes to accomplish.

Who is ready to build these applications with us?

The Mashup of Gamification and Collaborative Consumption

by Dan Robles on March 25, 2011

I found an interesting article by Kim Gaskins at Sharable.net titled: Where the Game Layer Really Counts: Sharing & Peer Communities.

I sensed some resigned frustration from her as she reflected upon a somewhat trivial nature of current innovation in this new social genre called “gamification”. Predictably, in the end, Gamification amounts to little more than feeding the advertiser’s insatiable addiction to that extra dose of personal data coursing through the veins of unbridled consumption capitalism.

She is not alone.

In reading her article, I was, however, stuck with a particular stroke of clarity. Kim provided the following diagram showing the intersection of Social, Economic, and Environmental reality that she calls the best gaming opportunity for business and societal benefit.

This is a very important observation. Kim identifies the intersection of three “communities” and suggests that a game opportunity may exist. Even though the article appeared in Sharable.net community blog, she stopped short of saying “This is where you put the shared asset”. So I’ll say it for her:

This is where you put a shared asset.

At the Ingenesist Project, we developed something called The Value Game that we are testing in several different business models. The value game is very simple: Three communities are brought together to interact around a shared asset. Each community interacting with each other, while also acting in their own best interest, would be acting in the best interest of the asset. The result, we expect, will be the preservation for optimum utilization rather than forest-to-dump consumption.

Meanwhile, the fact of interaction between these communities creates “social currency” that articulates the true social value of the asset. Where social currency is readily convertible to financial currency, the paradox of market capitalism is broken.

Kim’s observation is important – she is talking about a marriage between collaborative consumption and gamefication. People need to watch this mash-up very closely and we must innovate in this domain very rapidly. We will need millions of value games playing out in communities across the world if we are to hedge the inevitable implosion of financial currency while also preserving our most valuable shared asset for future generations.

Thanks Kim – you are on to something very important.

Can Advertisers Curate Themselves?

March 18, 2011

The Value Game is applied to a new jet charter start-up called Social Flights and offers an opportunity for advertisers to become part of the experience of the traveller, rather than a distraction to everybody

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