The Next Economic Paradigm

Tag: business intelligence

The Weakest Link; Advertising

As an Engineer, my respect for the Advertising/Marketing/PR, as an industry, is diminishing daily.  I see what is gorged behind the curtain and I see what is reguritated in front to the curtain.  The degree of hypocrisy defies social responsibility.

While many Marketing and PR professionals have a deep commitment to social values and the empowerment of people and their communities, many also see society as a big fat consumption machines whose collective minds can be mapped and channeled into “basic-needs” reactions designed to ultimately meet Wall Street priorities over social priorities.

Meet your maker

It is also not surprising that the advertising industry is also on the front line of social media where savvy gamers call themselves strategists, gurus, and experts over the very game that they cannot control.  They are quick to define “Social Media Innovation” as new ways to penetrate the hearts, minds, and eyeballs of people and their paychecks.

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Twitter Vetting = Twetting?

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There are 3 characteristics of financial instruments which make them tangible in a market:   They live in an inventory, they are exposed to vetting mechanisms, and they are subject to constraints.

Tangibility of knowledge:

Here at Conversational Currency we are constantly seeking examples where human knowledge behaves like a financial instrument because a true innovation economy will arise when all 3 characteristics are true for the ‘human knowledge’.

We believe that the platform for the Innovation Economy will be Socialized Media; not corporations, or government.  So we get excited when we see posts like this from Brian Solis via Matt Marshall regarding Twitter’s monetization plans.

Twitter to becoming the vetting mechanism for business intelligence.

Think about the credit score; a list of independent variables run through an algorithm that correlate with the likelihood that you’ll fulfill a financial obligation. I’ll leave the rest to your imagination…read between the lines:

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By Brian Solis:

Over at VentureBeat, Matt Marshall is reporting that Twitter will introduce its first revenue-generating series of premium services.

In an interview with co-founder Biz Stone, it was revealed that Twitter is in the initial phases of introducing commercial accounts to businesses seeking detailed analysis of activity in and around the brand on the popular network as well as other data not available to Twitter users directly.

In the next phase, Stone indicated that Twitter may also debut a new set of corporate-specific API’s that would allow the company to insert a customer layer over the profile and other aspects of the network to more effectively engage with the community, while increasing strategic visibility.

Stone revealed to Marshall, “Twitter will still be free for everybody and we’ll still tell them to go crazy with it. But, we’ve identified a selection of things that businesses say are helping to make them more profit.”

He further elucidated, “We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?”

This news is the latest in a short series of information bursts following the company’s announcement that it is rolling out a new set of APIs to integrate geo-location into Tweets, mostly likely to contend with rising competition of geo-location networks such as Loopt and Four Square and also as a potential generator of hyper-local advertising revenue.

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Ponder this:

Social value lives in an emerging inventory that is ever increasing in granularity.  Corporations have very little control over public opinion –  except in retrospect – which amounts to a constraint on social value.  Now, Twitter is the vetting mechanism.  Wow, we’re getting closer to the next economic paradigm every day.

The implications are vast.  Now we shall ask a few question:

At what point will Corporate Innovation reflect social priorities over Wall Street priorities?

At what point will Wall Street Priorities reflect Social Priorities?

If the Wall Street Manifesto is to “return shareholder value” and Twitter is vetting “social values”, what is the value of Twitter and who is really holding/voting those shares?


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Social Media and Flip-floponomics

Flip-floponomics is a term that I just coined with this post which means:

1.    A traditional business method flipped on it’s back to reveal a new business method
2.    A mirror image of a previously accepted economic paradigm
3.    sing. n; flip-floponom; A phenomenon of flip-floponomics.

Let’s demonstrate how this works.

Flip-floponom A:

Twitter has announced that they will mine user generated data and process it into business intelligence which they will sell to corporations for a whole lot of money.  As such, corporations who were unable to figure out how to charge people a whole lot of money money to “watch” social media can now be charged a whole lot of money to “watch” social media

Flip-floponom B:

YouTube can’t make money on ads because viewers don’t care.  But with user generated content such as Jill and Kevin’s wedding (with 12 million views), Chris Brown landed a land slide of sales for the song “Forever”.  The audience is now the Brands positioning themselves to be “user-generated”.

The Mother of all Flip-flopona:

Before flip-floponomics: entrepreneurs assumed that they had the knowledge to execute a business plan and they went to the bank to borrow money.

After Flip-floponomics: entrepreneurs assumed they had the money to execute a business plan and they go to social media to borrow the knowledge.

Next economic paradigm:

With the continuing integration of social media, every single business transaction has the potential to be re-invented in the mirror image if itself using the principles of flip-floponomics.  The opportunities for future entrepreneurs who figure out this class of business activity can be described as nothing short of astonishing.

 

Image Credit Picasso

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What is Viral Marketing Immunity?

The great promise of social media marketing is the free viral sales force.  Magically, if one person can be made to love your product, they will tell all their friends who go off and tell all their friends.  Some PR companies even go so far as to promise to deliver the “viral sales” force.  What actually happens is quite a bit more complex.

Social Media Immunity to viruses

I recently met a very tech savvy person at a social media convention who had recently returned from overseas with her Acer notebook computer.  She proceeded to give me a detailed analysis of important features such as size, weight, battery life, connectivity, durability, replacement parts, customer support etc.   I was about to buy an HP until I heard about this hot new Acer.  As I listened intently, I realized which features were important to me and which ones were not.  With all this new information, I bought a Dell.

So how did someone touting an Acer actually convert me from HP to Dell?  Frankly, that’s not relevant, what is relevant is that Toshiba was not part of the above conversations – they were attacked by the virus.

Developing a vaccine:

Dell, Acer, and HP could have each dropped 1,000 dollars into a pool of money.  Those 3,000 dollars could have been used to sponsor a community of bloggers to write about the systems, methods, techniques, and products used by their community, just like they would do anyway.

The Next Marketing Paradigm:

Brands will commit funds to people who share active conversations in the areas that truly interest them.  Bloggers will be rewarded for bringing together the communities around natural affinities such as boating, gardening, woodworking, sports, or music, etc.  The names of the sponsors and the funding amounts will be public information, of course, but the funding will be disassociated from an actual purchase.

Just a new twist on an old marketing principle:

McDonalds spends a great deal of money figuring out the best street corner to put a franchise.  At first the franchise turns out 500 meals a day.  Then comes Burger King and together the street corner now produces 1500 meals per day. Next, DQ moves in and the intersection now produces 3000 meals per day.  Without competition a franchise may serve 500 meals.  With competition, each “competitor” serves 1000 meals per day.  The street corner has become a “destination” of choice; literally and figuratively.

Knowledge Malls:

The difference is that the Mall concept is “arithmetic” scaling with upper limits, while the social media mall is multi-exponential.

1. When diverse groups of people get together, they share information, exchange knowledge and innovate, innovate, innovate.  Innovation creates wealth exponentially.  Wealth creates customers exponentially. Every conversation is an event and every event presents multiple opportunities to carry a message far and wide, exponentially.

2. Tangential innovation are the opportunities that are enabled by the primary innovation – often called “Apps”

•    Bloggers help define the community allowing for superior targeting App.
•    Even if a brand does not “win” the sale, they will gain valuable business intelligence App.
•    The brand wins a first mover advantage on the next product development cycle App.
•    Brands win trust because they are supporting a community App.
•    Brands win loyalty – like insurance – if something goes wrong, they are readily forgiven App.

3. The cost of absence App. The worst brand message is to find one’s brand locked out of the game, maybe Toshiba will find this post on Twitter.

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