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DavidWeinbergerIAB2007Milan(subtitled

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  • 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