Why Traditional Ad Models will not work in social networks (and what will...)
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Why Traditional Ad Models will not work in social networks (and what will...)

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Quick graphical represenation of why traditional ad models won't work and how messages which are allowed to evolve are better suited to survival in this group-forming environment

Quick graphical represenation of why traditional ad models won't work and how messages which are allowed to evolve are better suited to survival in this group-forming environment

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Why Traditional Ad Models will not work in social networks (and what will...) Presentation Transcript

  • 1. Why traditional ad models won’t work in social networks ( and what will ) David Cushman fasterfuture.blogspot.com David Cushman FasterFuture.blogspot.com
  • 2. THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com
  • 3. THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
  • 4. 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
  • 5.
    • 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
  • 6.
    • 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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