2007 12 12 Lesweb3
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2007 12 12 Lesweb3

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"Turning the Tables: What Happens when Users are Really in Charge" — Doc Searls' talk at LeWeb3 in Paris

"Turning the Tables: What Happens when Users are Really in Charge" — Doc Searls' talk at LeWeb3 in Paris

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2007 12 12 Lesweb3 Presentation Transcript

  • 1. Turning the Tables What happens when users are really in charge. Doc Searls
  • 2. 1) Bullshit will lose leverage.
    • To explore how, let’s look at the role of bullshit in the otherwise okay meme we call Web 2.0.
    • Quick, what is Web 2.0?
  • 3. If Web 2.0 is about “design patterns and business models for the next generation…”
    • Why are they using advertising as an example?
  • 4. WhyTF shoud advertising be what Web ANYTHING is about?
    • Ten years ago, portals were all the rage and advertising was going to pay for everything.
    • Now “social networks” are all the rage and advertising is going to pay for everything.
    • Meet the new bs, same as the old bs.
  • 5. Google’s customers say Web 2.0 is about advertising:
    • Does that mean Web 2.0 is bullshit?
  • 6. Web 2.0 bullshit gets results.
  • 7. Dack nailed Bullshit 1.0:
  • 8. BuzzPhraser nailed Bullshit 0.1:
  • 9. Emptybottle nails Bullshit 2.0:
  • 10. Uh oh:
    • Something has jumped the rails. If not the shark.
  • 11. Jeez… Cluetrain was a rant against bullshit.
    • What happened? Or hasn’t happened yet?
  • 12. Now Bullshit isn’t just in everybody’s face.
    • It IS everybody’s face:
  • 13. Now bullshit gets personal:
    • All of which is
    • a huge pain in the ass.
  • 14. Now you’re not just a face. You’re a target. And a tool.
    • Why just consume when you can produce…
    • For advertisers! Yay!
    • Hey, what are friends for?
    • Yes, Facebook will recover from this mess.
    • But it’ll still be selling eyeballs to advertisers. Welcome to 1997.
  • 15. 2) Advertising as we know it will die.
    • That includes this kind:
  • 16. 3) Herding people into walled gardens and guessing about what makes them “social” will seem as absurd as it actually is.
  • 17. 4) We’ll realize that the most important producers are what we used to call consumers.
    • A “consumer” is “a gullet that lives only to gulp products and crap cash.” — Jerry Michalski
  • 18. 5) The value chain will be replaced by the value constellation.
  • 19. 6) “What’s your business model?” will no longer be asked of everything.
    • What’s the business model of your cell phone?
    • Your driveway?
    • Your shoes?
    • Your happiness?
    • These are useful expenses.
    • Use and usefulness come first,
    • Along with happiness and productive obsessions.
    • Money is an effect of those. Not a cause.
  • 20. 7) We’ll make money by maximizing “because effects”.
    • “ Because effects” are what happen when you make more money because of something than with it.
    • Two examples: search and blogging.
  • 21. 8) Markets will be understood in terms of relationships.
    • Of course…
  • 22. Markets are all three things: transactions, conversations & relationships.
    • The real killer app is relationships.
    • And advertising isn’t one.
  • 23. 9) The Live Web is more important than Web X.n
    • Because it’s what’s happening in our lives, and on mobile devices, in real(ity) time.
  • 24. The Live Web is branching off the Static Web.
    • Think of the branching as one between space and time .
    Space (Static) Time (Live)
  • 25. Google lets you search the relatively static Web:
    • We find the conference.
    • But , what about What’s Going On? Like, now?
    • We’ll go elsewhere…
  • 26. Google Blogsearch searches the Live Web:
    • That’s by relevance
  • 27. How about by date?
    • And how about elsewhere?
  • 28. Technorati sees the live web 2:
  • 29. And gives you a bit more…
  • 30. 10) We’ll marry the live web to the value constellation.
    • The Live Web isn’t just about stars.
    • It’s about relationships. Of anybody to anybody.
    • But in real time. Not in static places.
  • 31. For example I should be able to notify the whole market of my car rental intentions.
    • If I want a hybrid in Denver with 4-wheel drive that plays MP3 CDs, I should be able to notify the whole market of that.
    • Think of this as a personal RFP.
  • 32. I should be able to express global preferences outside of anyone’s silo.
    • For example,
    • IF I am calling for tech support,
    • THEN I don’t want to hear a commercial message.
    • Especially for something you should know I have no intention of buying. Ever.
  • 33. I should be able to manage my own health care data.
    • Instead of risking my life when I fill out manual forms with names of diseases I know I have but don’t know how to spell.
  • 34. I should be able to inquire and relate to whole markets, on the fly.
    • For example, send a message from my moving car that I need a stroller for twins somewhere in the next 300 miles on I-40 eastbound.
    • Without going into a silo, or giving any more than the required information.
    • Which mainly consists of being trustworthy and having money to spend.
  • 35. 11) We’ll be able to manage vendors at least as well as they manage us.
    • That means “agreements” need to go both ways.
    • No more 10,000 word piles of legalese from Verizon saying they can cut you off for no reason at all.
    • It means real relationships between truly consenting patries.
    • Whether those relationships are enduring or transitory.
  • 36. We’re calling this VRM, for Vendor Relationship Management
    • It tests the belief that markets can be truly free and open.
    • And in control by customers as well as vendors.
    • With real relationships, and not just coerced agreements we call “relationships”.
  • 37. ProjectVRM is where we’re working on it
    • It’s HQ’d at Harvard’s Berkman Center for Internet and Society.
    • It’s a development project. Meaning we are supporting development wherever it happens. Or needs to happen.
    • And we need help. The only code I know is Morse.
    • We’re at http://projectvrm.org.