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Why Traditional Ad Models will not work in social networks (and what will...)

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Why Traditional Ad Models will not work in social networks (and what will...)

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Quick graphical represenation of why traditional ad models won't work and how messages which are allowed to evolve are better suited to survival in this group-forming environment

Quick graphical represenation of why traditional ad models won't work and how messages which are allowed to evolve are better suited to survival in this group-forming environment

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Why Traditional Ad Models will not work in social networks (and what will...)

  1. 1. Why traditional ad models won’t work in social networks ( and what will ) David Cushman fasterfuture.blogspot.com David Cushman FasterFuture.blogspot.com
  2. 2. THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com
  3. 3. THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
  4. 4. They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused David Cushman FasterFuture.blogspot.com
  5. 5. <ul><li>They share messages among </li></ul><ul><li>their groups. </li></ul><ul><li>They adapt them to suit their groups. </li></ul><ul><li>They make the message theirs </li></ul>We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com
  6. 6. <ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the </li></ul><ul><li>groups reform around a new purpose </li></ul>Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com
  7. 7. Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com
  8. 8. And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com
  9. 9. They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them David Cushman FasterFuture.blogspot.com
  10. 10. More: http://fasterfuture.blogspot.com Communities of purpose are the business units of the 21 st century http://www.scribd.com/doc/2565589/Communities-of-Purpose-are-the-business-units-of-the-21st-Century?ga_uploads=1 We are all publishers now (and why that means we are all advertisers, too http://fasterfuture.blogspot.com/2008/06/were-all-publishers-now-my-presentation.html To advertisers: Stop targeting and start broadcasting ( http://fasterfuture.blogspot.com/2008/06/to-advertisers-stop-targeting-start.html ) Recommendation, it’s all in the mind – theirs not yours. http://fasterfuture.blogspot.com/2008/06/recommendation-its-all-in-mind-theirs.html David Cushman FasterFuture.blogspot.com

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