Emerging Technologies You Need to Know
Matching: myspace X
Returned from London on Saturday, an unintended World is Flat tour. Saw Roger Federer at Wimbledon;
learned how Osmosoft uses the Twitter web tool to constantly connect the members of its Open
Source innovation team; and observed Belgium banks joining others in Chapter 3 of Web 2.0.
Chapter 1 began for me in mid-2005 when our team spoke about the 10 Emerging Technologies
You Should Care About: podcasting, google maps, video over IP etc. Most considered this George Jetson-like
speech to be an entertaining two hours out of the office. Chapter 2 was written when News Corp.,
owner of MySpace and Fox News (and now bidding on 2 satellite networks in Europe), made its ultimately
successful bid for Dow Jones in the Spring of 07 encouraging managers to conclude that ‘maybe Facebook
is not just for kids?!’. Chapter 3 describes the variety of Web 2.0 projects that are being tested in a wide
range of companies, e.g.video on YouTube or wikis for project collaboration or rudimentary social networking -
all in an effort to improve the customer experience. These enterprises acknowledge that something potentially
game-changing occurs and ask how their initial projects compare to what others are doing. They're moving
beyond the starting line in the pursuit of associated variety and depth.
One my favorite Community Building examples is IKEA. I learned last week that IKEA now sponsors a series
of customer workshops in both Europe and the USA where customers meet to discuss business matters:
leadership, sales and financial management. A professional, social network stemming from furniture purchases.
Soon we’ll have version 2 of the iPhone. For fun on any mobile device, have a look (did I tell you that I
just returned from England?!) at 1-800-Goog411 or Chacha.com. Ask either one a specific question and
receive a specific answer, Goog by voice and Chacha via text. These are carefully crafted efforts to control search
on the mobile device so that related advertising may be controlled. These services are easy, entertaining and fun
to use so be mindful of how they can influence your own customer relationships.
The brilliance of Roger Federer is his variety, his graceful movement and his courage to succeed. He trusts the
breadth of his talents and is not content to continue only with what is working for the moment. This is how
he stays ahead: purposeful movement in search of an opportune moment to challenge himself. You could almost
consider this a formula for constant innovation.
Best for the July 4th holiday.
Internet Strategist, IBM jStart Business Development Manager
Memorial Day weekend, like July 4th, means more to me each year as my sons near enrollment in our adult world.
After 5 weeks of Web 2.0 presentations with clients from 3 continents, the nature of these discussions are in a third
chapter: 'We've tried a few related projects and want to pick up the pace (aka make investments) where it makes sense.'
Seventeen months ago, chapter 1, clients wanted to know 'if this Web 2.0 is for real.' During News Corp's acquisition
of Dow Jones in mid-07, creating a sibling for MySpace, chapter 2 centered on 'how should we get started?'
As you might expect, enterprise executives are more interested in Web 2.0 as it might enable collaboration
to capture the organization's knowledge and to inspire innovation amongst employees, customers and partners
than they are in the tools of Web 2.0 - blogs, podcasts etc, although low-end, low-cost video is compelling.
The thinking is something like, 'If Wikipedia gets it done with 8 full-time employees, why can't we do a little
better with a lot larger staff?!'
As we talk about the next generation of Internet-savvy employees and customers, I emphasize that regardless My
which Web 2.0 tools or principles take hold, there will remain the need for two ships: leadership and scholarship.
My eighteen-year-old once suggested to me, "Don't just yell at me, show me!" which I interpret to be a useful
model for both Web 2.0 marketing and management.
My favorite leadership story in tribute to those we honor on Monday:
20+ years ago at a start-up software company, we interviewed a just-graduated engineer from NC State for a
technical sales position. He offered capability and charm, but no measurable, related experience - a recipe
for rejection. At lunch, one manager noted that the candidate had been fraternity president and asked what
management lesson from that experience might be applied to developing our software business?
He replied in an even tone that in such an unorganized, chaotic environment where he had no real authority,
he observed that "the mission of the top 1/3 was to keep the middle 1/3 from being like the bottom 1/3."
Ten seconds of silence ensued; then our General Manager asked him how soon he could start.
Welcome to summer! There's lots to look forward to.
Internet Strategist, IBM jStart Business Development Manager
I grew up in New Orleans where parochial school children enjoyed two entertaining annual holidays:
- the well advertised Mardi Gras, a Tuesday day-off in mid Winter
- the Wednesday after Halloween to celebrate All Saints or All Souls Day
The headlines are occupied by the rise of oil, the fall of the dollar, the kick-off to the presidential
race (so far it's been preseason) and the finale to the sub-prime collapse.
Amidst the dour mainstream news, consider the escalation of the Microsoft vs Google campaign which
should influence our own 2008 planning:
- Microsoft invested $240mm investment in Facebook (1.6% stake) last week and Google countered immediately
with an open standards alliance, Open Social, including LinkedIn, Ning, and Orkut (Google's own social network).
Google does not want Facebook to become the operating system of social networks. Quick aside:
News Corp.'s 2006 100% acquisition of MySpace for $580mm looks brilliant.
Are we blindly returning to Act II of the dot-bom? I think not and I believe that Social Networking
or Community Building as promoted by Facebook and others could be adopted by our own kinds of enterprises
to better connect our widely dispersed knowledge bases: employees, customers, partners, supplier in the spirit of
'What if we knew what we all knew?!'
Right now I have eleven (11) applications opened to manage my work inside and outside of the firewall: email, sms,
two types of instant messaging, two browsers, plus the associated tools for calendar, address book, word processing
and a mobile phone. I would value a workspace where I could link all of my activities to 'connect those who know
with those who need to know, regardless of their employer. I see a Facebook-like model helping me to achieve this.
Eric Schmidt, CEO of Google, is quoted in Monday's NY Times: "One of the things to say, very clearly, is that
social networks are very real. If you are of a certain age, you sort of dismiss this as college kids or teenagers.
But this is very real." Google closed over $700 today, up 54% YTD.
'Start small, grow fast, get involved' might be a productive way to explore the potential of Social Networking
or Innovation Networking in 2008. No holiday required. cperrien
I spoke with MBA students at a prominent New England business school in early October. Impressive was their understanding
and interest in Internet technologies to achieve both business and social objectives. They seemed to care a little less
about employers offering titles and briefing binders and a lot more about how to find employers who want to use
Web 2.0 to change the relationships between the enterprise and it customers.
Closer to home, I observed the ever-increasing popularity and capability of on-line video. My youngest son, age 11,
prepared for his first middle school dance by watching an instructional YouTube video by Soulja Boy Tell Em!
(kind of like American Bandstand on demand). Same approach for preparing for a Show 'n Tell at school: he learned
a couple of magic tricks off of YouTube and then turned on his Mac computer's camera to record himself practicing
The ANA, Association of National Advertisers, met last week. Largest attendance of CMOs in the 97 year history of
the conference. Their concerns are how to keep up with consumers as we continue to decentralize our sources of
personally relevant information (the notion that marketing has evolved from 'dozens of markets & millions of participants'
to 'millions of markets with dozens of participants'). What inhibits CMOs from taking better advantage of Web 2.0:
- less than 24% consider their organizations to be digitally savvy (needed talent hard to find)
- 51% cite lack of organization support as a barrier to the use of new media
- 80% say that consumer insights (customer communities) are more important today than they were 5 years ago
Related Booz Allen Report available: http://www.boozallen.com/media/file/HD_Marketing_2010.pdf
So much is happening in this amazing world of Web 2.0 that I do not have space to discuss Virgin Airlines's foray
into the peer-to-peer financial arena (majority stake in Circle Lending) or talk about the potential of the just
announced partnership of Skype (owned by eBay) and MySpace (sister company of Dow Jones).
As we think about 2008, we might agree that the conversation about Web 2.0 evolved in 2007 from
'What is it?' to 'How do I get started?' I am confident that there is talent eager to help us; inexpensive and simple
examples to guide us; and compelling business reasons to act sooner rather than later. cperrien
A listing of four articles in the 'C' section of the 18 September 2007 NY Times:
1. Joining Google (Google Pack), IBM contributes word processing, spreadsheets, and presentation software to the OpenOffice.org.
2. Yahoo purchases email provider, Zimbra, for $350mm (mostly in cash).
3. Google, via its familiar AdSense model, is now auctioning ads on web pages viewed on mobile phones.
4. MySpace planning to customize ads to members based upon their profiles and interactions.
Aside from the on-going flood of Web 2.0 activity, what might be the connection of these initiatives?Pay the Customer First and the accelerating roll-out of Mobile Search aka mobile advertising.
We have IBM and Yahoo offering capabilities to customers that once cost hundreds of dollars per user in license fees. Now they're giving this capability away, up front, in order to attract targeted audiencesor communities (plus put a burr in the Microsoft saddle).
Google and MySpace demonstrate how they, and others, intend to take advantage of the communitiesformed when the customer is paid first with software (word processing and spreadsheets) or services (search).
What would it be like if television commercials understood and could serve ads to the specific individuals who watch particular programs. A game in our family during commercials is to guess who the sponsor thinks is watching the particular program based upon the type of commercials. Either broadcast tv will figure this out or we'll probably migrate to watching television on our HD flat panel fed by our internet connection.
Have you ever heard one of the Yogi-ism of advertising, 'I know that 50% of my advertising works; I'm just not sure which 50%.' This is to going to get better, meaning more relevant, for everyone. cperrien