Published on June 30, 2008
Why traditional ad models won’t work in social networks ( and what will ) David Cushman fasterfuture.blogspot.com David Cushman FasterFuture.blogspot.com
THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com
THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused David Cushman FasterFuture.blogspot.com
They share messages among their groups. They adapt them to suit their groups. They make the message theirs We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com
They share messages among
They adapt them to suit their groups.
They make the message theirs
The groups are not fixed (adhoc). The message spreads when the groups reform around a new purpose Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com
The groups are not fixed (adhoc).
The message spreads when the
groups reform around a new purpose
Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com
And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com
They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them David Cushman FasterFuture.blogspot.com
More: http://fasterfuture.blogspot.com Communities of purpose are the business units of the 21 st century http://www.scribd.com/doc/2565589/Communities-of-Purpose-are-the-business-units-of-the-21st-Century?ga_uploads=1 We are all publishers now (and why that means we are all advertisers, too http://fasterfuture.blogspot.com/2008/06/were-all-publishers-now-my-presentation.html To advertisers: Stop targeting and start broadcasting ( http://fasterfuture.blogspot.com/2008/06/to-advertisers-stop-targeting-start.html ) Recommendation, it’s all in the mind – theirs not yours. http://fasterfuture.blogspot.com/2008/06/recommendation-its-all-in-mind-theirs.html David Cushman FasterFuture.blogspot.com
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