2011 03 22_kynetx1
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Slides from a keynote I gave at Kynetx Impact 2011 in Salt Lake City on 22 March 2011.

Slides from a keynote I gave at Kynetx Impact 2011 in Salt Lake City on 22 March 2011.

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  • “ The return of power” is the conference theme; so I’m here to tell you about one source of power that will emerge in the next few years, and that’s the power of the individual customer. This is not just the power customers get from smarter phones and computers, or from social networks, but from new tools that are theirs alone. This is something I’ve been observing and working for personally, and there are many developers working on the same thing. The end result will be a whole new economy that will be very good for business, and for retailing in particular. To give you a a better sense of where I’m coming from, we’ll start with a brief review…
  • Why bother reading something written by the seller, gives all advantages to the seller and gives you only one choice?

2011 03 22_kynetx1 Presentation Transcript

  • 1. Challenges in The Live Web during its Paleozoic
    • 22 March, Kynetx Impact
  • 2.
    • <——We are here ——>
  • 3.
  • 4.
  • 5.
  • 6. How do we get a full shift in power?
  • 7.
  • 8. Are we super-empowered yet?
  • 9. Cluetrain + Hughtrain
    • 2004
  • 10. Plugs for Hugh:
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. This stuff is no different in the Social Era
  • 17.
  • 18. “ Social” has gotten scary.
  • 19.
    • Does Facebook make you “super-empowered?”
  • 20. Do “loyalty programs” empower you?”
    • Every card, every program, is a customer trap.
    • Many programs are run by customer relationship management (CRM) systems.
  • 21. Check the verbs CRM uses:
    • “ target”
    • “ acquire”
    • “ control”
    • “ retain”
    • “ manage”
    • “ lock in”
    • “ own”
    • This is the language of what?
  • 22. Our systems are biased against relationships between equals.
    • That’s what client-server does:
    Server Client Client Client Client Client Client Billions more
  • 23. Think of a Web server as one of these: Server
  • 24. Think of a Web client as one of these: Client
  • 25. Now think of client-server as this kind of relationship: Client Server
  • 26. In the Web marketplace, it looks like this: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  • 27. Each company has its own set of cow-calf relationships: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  • 28. CRM is a $16 billion part of the Industrial Egosystem: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  • 29. Client-server also causes weird legal effects, such as this stuff: You agree we aren't liable for annoying interruptions caused by you; or a third party, buildings, hills, network congestion, rye whiskey falling sickness or unexpected acts of God or man, and will save harmless rotary lyrfmstrdl detections of bargas overload prevention, or in the event of random siding management retrenchments, or Elvis leaving the building. Unattended overseas submissions in saved mail hazard functions will be subject to bad weather or sneeze funneling through contractor felch reform blister pack truncation, or for the duration of the remaining unintended contractual subsequent lost or expired obligations, except in the state of Michigan at night. We also save ourselves and close relatives harmless from anything we don't control; including clear weather and oddball acts of random gods. You also agree we are not liable for missed garments, body parts, or voice mails, even if you have saved them. Nothing we say or mumble here is trustworthy or true, or meant for any purpose other than to feed the fears of our legal department, which has no other reason to live. Whether for reasons of drugs, hormones, gas or mood, we may terminate this agreement with cheeful impunity, and there’s not a damn thing you can do about it. Accept.
  • 30. These “agreements” are called “contracts of adhesion.”
    • They nail one party down…
    • While the other is free to change anything.
    • And, because of the way client-server works,
    • Use = Agreement.
  • 31. That’s why every iPhone user sees this:
    • … and has no choice but to agree, if they want to keep using their phone.
  • 32. Online, customers have no more power than sellers give them.
  • 33. Like all corporate systems, CRM lives on the inside. Client Server/ CRM
  • 34. “ Social CRM” is nice:
  • 35. But Social CRM systems are still things the server runs.
    • Solution: the Live Web
    Client Server/ CRM
  • 36. The “World Live Web” was first uttered by the guy on the right:
    • Allen Searls
  • 37.
    • David Sifry
  • 38.
  • 39.
  • 40.
  • 41. VRM — Vendor Relationship Management
    • — Is how each of us manages relations with them …
    • at least as well as they think they’re relating to us.
  • 42. VRM is a counterpart of CRM.
    • It can work together with CRM.
    • Or without it.
    • Either way, sellers will have to deal for real with empowered customers.
    VRM CRM
  • 43. With VRM, the individual is the point of integration for his or her own data.
    • … and the point of origination for what’s done with it.
  • 44. Here is some of what we want VRM to do.
  • 45. Reform retail by giving customers their own tools of engagement.
  • 46. Add new forms of signaling. Such as: r-buttons:
    • The red button on the site’s side is a signal that says,
    • “ We’re open to dealing with you on your terms.”
  • 47. Issue a “personal RFP” to whole markets, on the fly.
    • For example, send a message saying you need a 200w 220->110 converter
    • in Amsterdam on a Sunday afternoon…
    • — without giving any more than the required information.
    • Scott Adams calls this “broadcast shopping.”
  • 48. Develop legal solutions for users.
  • 49. Manage our own health care data.
  • 50. Develop 4 th parties, to assist demand.
  • 51. So, for example, with hotels…
    • Fourth parties can represent, intermediate, or otherwise help out.
    • So, as this business expands…
  • 52. Let’s look at some new VRM life forms.
    • This is our Cambrian Explosion.
  • 53. Open Source Personal Data Stores:
  • 54. New ways for customers to relate in live ways:
  • 55. VRM businesses:
  • 56. Companies and projects talking VRM in the last 2 weeks:
  • 57. Front burner, right now:
    • So help us out.
  • 58. Let’s talk.
    • http://projectvrm.org
    • [email_address]
    • @dsearls