David Weinberger Ph.D. Harvard Berkman Center for Internet and Society [email_address] Marketplein DM - Sept. 2006 Market Conversations 6 Years Later

Ancient Assumption size control

Managers Permission

Managers

Fort Business Marketing Managing Partnering

Market evolution Markets Place Social square Filled with voices Shared interests Marketing Verb Done to people One sided talk Battle of wills Industrial Revolution Interchangeable goods Interchangeable workers Interchangeable customers

No market for messages Marketing Becomes War: Marketing campaigns Targeted marketing Saturation marketing Strategic marketing - Doc Searls

Marketing Becomes War:

Marketing campaigns Targeted marketing Saturation marketing Strategic marketing

Introducing a revolutionary new washer That will change the way You think about laundry

Heart and Facts Click Click Click Click Click Click Click Click

The Facts

When markets aren’t conversations

Yahoo! "We feel that the magic of something dancing across the page from the user's standpoint gives a lot of opportunity to do creative things." David Shen VP User Experience and Graphic Design at Yahoo Online Media Edition, July '02

"We feel that the magic of something dancing across the page from the user's standpoint gives a lot of opportunity to do creative things."

David Shen VP User Experience and Graphic Design at Yahoo

Online Media Edition, July '02

On purpose Hidden aim For money Word of Mouth

The world has changed since 1999…

P2P Blogs Wikis Content Tags

What blogging is not

About Cats

Encyclopedia Britannica: 32 volumes, 65,000 topics What is the size of a topic?

Journalism

News Flash!! Disney copyrights the © symbol!! Now must be written as © ©

Blogosphere Journosphere Corporate whores! Secret agenda pushers! Echo chambers! Irresponsible, amateur unedited teen agers!

Blogosphere Journosphere Ideas and writers News and ideas The front page

The importance of writing badly

Mass Medium

The Long Tail media marketers

The Long Tail

About individual bloggers

About you

Constructing a self

P2P Politics

Howard Dean

Engagement Loyalty

From the marketers

P2P Authority

Publicly Negotiated Knowledge

Who’s is it?

Markets are conversations means markets are becoming real

1 : 1

1 : 1

In real voices Voluntary Open ended About what we’re interested in Ours

Thank you. David Weinberger Home: www . Evident . Com Blog: www . JohoTheBlog . Com email me: self@evident . com