martes, 20 de febrero de 2007

Wikinomics meets the Long tail

I have just finished two incredible books: Wikinomics and the Long tail.
My summary on them is the following:

The change already occurred.
In 2004 ITunes redefined the music industry. In 2005 Skype redefined global communications: In only one year, its user base went from one hundred thousand to one hundred million.
In 2006, as amateur blogs began turning the attention away from mainstream media, a new participative and programmable web appeared to rapidly stamp out the static web altogether.
In this sense, Blogger outgrew CNN, Wikipedia replaced Britannica, MySpace outgrew Friendster, Craigslist -Monster and Flickr - Webshots.
Then, You Tube redefined the video industry altogether by introducing the revolutionary concept of “user generated content”. These events prove that this new Web 2.0 is not disruptive in itself, but a platform for thousands of potential new disruptions.

A new era has commenced, one that is characterized by community, collaboration and self-organization.
Having matured beyond its years as a static presentation medium and a collection of stationary documents, the new web is now an actively running conversation.
Its foundations have launched new dynamic forms of community and creative expression.
It has become a massive playground of information bits that are actively shared and openly remixed into a fluid participatory tapestry.
Billions of individuals are connected and actively participating in a different approach towards social development and the creation of a new economic democracy.
The new community principles are: openness, peering, sharing and acting globally.
If we would chart the impact of these changes on business economics, the line currently seems to maintain a gradual ascent, but we are about to experience a steep ascending boost in the graphics as a new generation get out of school and flow into the workplace.
This is the generation that is empowering the new Web.
Connected most of the time they are becoming to be known as the Net Gen. While their parents are passive consumers of media, this new generation are active creators of media and web content. They are participants, not just observers, and therefore they have incredible access to information.
The computer is no longer a static box, but an amazing doorway for interaction.
According to a Pew investigation 57% of them are active content creators and most upload it to the web.
While the boomer generation value loyalty, seniority, security, and authority, the Net Gen treasure openness, innovation, mobility and authenticity.
Their constant participation seems to be characterized by the strong Ethos they demonstrate in their sense of common good and collective social and civic responsibility.
This new entire generation is growing up grouping into thousands of cultural tribes connected by shared interests and less by geographic proximity.
Their tastes are more diverse than the thousand of marketing plans being fired at them. This will signify a radical change for marketers since faith in advertising and the institutions that pay for it, is disappearing, while faith on the individuals is on the rise. Peers trust peers. Top-down messaging is losing traction, while bottom up buzz is gaining power.
As the boundaries between the enterprise and the market dissolve, the opportunity to bring Net Gen and other customers into a relationship of trust with the enterprise in a conversation where stakeholders become cocreators of value, possibly presents the most exiting long-term engine of change and innovation the world will ever see.
We are entering a time where a company’s brand is not what the company says it is but what Google says it is.
This new Web is based on recommendations, where word of mouth becomes even more powerful and the marketing of brands is been amplified by the interactive effect of peer recommendations.
Web Word of Mouth participation is transforming the information age into the recommendation age
More and more use the mass medium less and less. And more and more will soon be most.
In this framework, a new kind of business is emerging: one that opens its doors, one were transparency is a powerful new force for business success, and in which certain companies will have a lead role in redefining marketing and advertising techniques, where trust will be the essence of a new relationship and partnership between companies and customers.
Firms that create trust-based relationship with their stakeholders through this interactive Web, will be able to take advantage of sprouting business ecosystems that create incredible value, originated in these participative and peering relationships between the thousands of vibrant communities online.

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