DavidWeinbergerIAB2007Milan(subtitled
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,703
On Slideshare
2,498
From Embeds
205
Number of Embeds
15

Actions

Shares
Downloads
57
Comments
0
Likes
3

Embeds 205

http://www.mucignat.com 66
http://hagakure.it 59
http://legattediviaplinio.blogspot.com 35
http://www.robertamilano.it 15
http://www.linkedin.com 12
http://www.webcopywriter.it 7
http://www.slideshare.net 2
http://mucignat.com 2
http://www.netvibes.com 1
http://www.typepad.com 1
http://www.codicesorgente.it 1
http://64.233.179.104 1
http://www.legattediviaplinio.blogspot.com 1
file:// 1
https://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Blown apart. How are we assembling ourselves as customers?

Transcript

  • 1.
    • David Weinberger Ph.D.
    • Harvard Berkman Center
    • Self @ evident . com November 2007 IAB
    Everything Is Miscellaneous And the Challenge to Marketing ITA: Tutto è indefinito. E la sfida al marketing.
  • 2. 1. An ancient assumption over-turned ITA: Una vecchia concezione, rovesciata.
  • 3. Ancient Assumption size control ITA: La vecchia concezione: più sono grande, più devo controllare.
  • 4.  
  • 5. Permission
  • 6. Fort Business Marketing Managing Partnering
  • 7.  
  • 8. Doc Searls ITA: I MERCATI SONO CONVERSAZIONI. ITA: E’ FINITA L’ERA DEL “MESSAGGIO”. Markets are conversations. There’s no market for messages.
  • 9. Marketing Becomes War Marketing campaigns Targeted marketing Saturation marketing Strategic marketing Market penetration ITA: IL MARKETING COME GUERRA ITA: CAMPAGNE DI MARKETING, MARKETING MIRATO, STRATEGICO, PENETRATIVO, SATURANTE
  • 10.  
  • 11. 1 : 1
  • 12. 1 : 1
  • 13.  
  • 14. ITA: TRASPARENTE ITA: VOLENTEROSO ITA: ALTRUISTA ITA: APERTO For their own sake Transparent Open-ended Voluntary
  • 15. 2. What are market conversations like?
  • 16. A True story
    • About a boy and his washing machine
    ITA: UNA STORIA VERA: UN RAGAZZO E LA SUA LAVATRICE
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24. 3. The change in authority (Beyond content!) ITA: LO SPOSTAMENTO DELL’AUTORITA’. (OLTRE I CONTENUTI)
  • 25.  
  • 26.  
  • 27. First Order
  • 28. Second Order
  • 29. Digitizing everything
  • 30. Third order
    • Content & information about the content (metadata) are digital.
    ITA: I CONTENUTI E LE INFORMAZIONI SUI CONTENUTI SONO DIVENTATI DIGITALI
  • 31. Third order
    • Everything is miscellaneous
    ITA: TUTTO E’ INDEFINITO
  • 32. 4. Unowned order ITA: L’ORDINE SENZA PROPRIETARIO
  • 33. Content Music Travel Media Real Estate iTunes Pandora Expedia Kayak Farecast Google News Reddit CondeNet MLS Zillow BUSINESS Retail Amazon Pricegrabber Wize ThisNext Meta-Business
  • 34. 4. Why this matters ITA: PERCHE’ E’ IMPORTANTE
  • 35. Simplicity ITA: DALLA SEMPLICTA’ (DEL MESSAGGIO) ALLA COMPLESSITA’ (DEL MESSAGGIO)
  • 36.  
  • 37.  
  • 38. Trust ITA: FIDUCIA
  • 39.  
  • 40. Einstein Madame Curie Freud
  • 41.  
  • 42.  
  • 43.  
  • 44. 4. To Do ITA: COSA FARE
  • 45. ITA: DARCI IL POTERE Put us in charge.
  • 46. ITA: DARCI IL POTERE Put us in charge.
  • 47. ITA: DARCI IL POTERE Put us in charge.
  • 48. ITA: LIBERARE LE INFORMAZIONI E IL CONSUMATORE Let your info & customers go.
  • 49. ITA: ESSERE APERTI No dead ends.
  • 50. ITA: DARCI TUTTO Give us everything
  • 51. ITA: ESSERE CHIARI, TRASPARENTI, ONESTI ITA: ONORARE LA CONVERSAZIONE Honor the Conversation. Be clear, transparent, honest
  • 52.  
  • 53. Thank you. David Weinberger Blog: www . JohoTheBlog . Com Email: self@evident . com ITA: GRAZIE