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@Twitter: the Intersection of the Synaptic Web, a Potential for New Business Models

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Twitter can offer B2B services based on the Synaptic Web concept, the advertising model it’s currently deploying is below its real potential. Getting real meaning from all the information that travel through many networks and intersect Twitter to expand further is time-consuming and manually inefficiënt. To quote:

The Synaptic Web is a dynamic web of adaptive “organic” and implicit connections whereby real-time information flows give structure and meaning to previously unconnected sets of data. The Internet is a sea of conversations streaming through connections, and these patterns have meaning.

Twitter, that is where your money is. Interpretation of the patterns in actionable insights for different purposes.

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@Twitter: the Intersection of the Synaptic Web, a Potential for New Business Models

  1. 1. @Twitter: the Intersection of theSynaptic Web, a Potential for New Business Models By Gianluigi Cuccureddu May 29th, 2011 Discuss and feedback this article on the 90:10 Group blog Managing Partner of 90:10 Group CMO Agora Media Innovation Connect through LinkedIn http://www.linkedin.com/in/gianluigicuccureddu Tel: +31 (0)6 41362612
  2. 2. @Twitter: the Intersection of the Synaptic Web, a Potential for New Business ModelsSince the beginning of last year much has changed when it comes to the Web, Twitter andthe amount of exchanged information fluxes (all over the Web) grew massively. I’mreferring to the beginning of last year because it was then that I reflected on a newperspective of the Web, the Synaptic Web.I’m using Twitter for multiple purposes and whenever using it, analysing the streams ofreal-time information I’m thinking of a Synaptic Web application/point of perspective onand by Twitter to understand its place and potential for new business models.Costolo billed Twitter as an information network -rather than a social network- that connectspeople to what’s important to them as it happens. Twitter plays a central role in the SynapticWeb and in connecting information because it’s diffused and used by many other networksand entities to flow information:Social profiles are becoming real-time streams. If the old profile was a neuron, the stream is a neuralpathway or pattern. It is the connective tissue between applications and people that feeds informationfrom one node to another. Profiles come and go, people express themselves using countless tools andtechnologies – the stream, however, is the consistent and persistent channel that matters. It is the newpresentation metaphor that increases the level of information we can consume while reducing oursense of overload. Just like synapses, they fire, and like synapses, it is the collective patterns ofmultiple firings – multiple signals or re-tweets – that creates a pattern. Patterns create meaning.Tune in, tune out, it doesn’t matter. The information will find you if it matters. Implicit informationderived from content and gestures is one of the great opportunities of the Synaptic Web. To observe aset of gestures and connect them together creates a dynamic profile of interests, intentions and friendsthat can be used for discovery and filtering.This is where co-creation and interoperability kick in -from a human and infrastucture pointof view-, where Twitter currently is the conduit to do so:The Synaptic Web is forming. It will be made of small pieces loosely and organically joined. Moreprofoundly, though, the connections between those pieces will be just as important as the piecesthemselves. The connections will be interoperable and create spontaneous meaningful interactions.The network will look less like a two dimensional spiders web and more like a three dimensionalhuman brain. And like with all things, the more connections occur, the faster our pace of innovationand serendipity.Twitter’s richnessThe Synaptic Web and Twitter are in correspondence when it comes to the descriptivefocus/intent of the two. Both are attempting to frame what is actually happening. Twitter isrich is terms of usage and information sharing capabilities to and from other networks that itable to give mainstream meaning to the streams of information, the people and “the spacebetween them”. Third party tools that are giving insight in Twitter (and other networks) are“flat” and not taking into account all that is around. Current tools are using the person as astarting point, this is where Twitter could dramatically improve its services and be able toexplore (B2B) business models.
  3. 3. Intelligence-as-a-ServiceBy taking the Synaptic approach and applying it to the Twitter ecosystem, it can mine formeaningful and actionable intelligence for businesses, creating B2B models next to theconventional advertising driven model. Wouldn’t it be great to have an “intelligent” toolthat looks beyond quantifications, but by being able to understand the “spaces between”people/streams/objects give better meaning of the content and people?Think of disciplines like PR, Marketing, Consumer Insights, Competitive Intelligence whereit’s important to understand who the influencers are, what networks people are using andwhat and how is spoken about a specific topic to have a real-time snapshot ofunderstanding. Quantification reigns but as the Word of Mouth Equity has shown, networksand volumes of messages can be small and still be more powerful than large ones,depending on its context. The context depends on the synapses.Business Models of InsightTwitter can offer B2B services based on the concept above, the advertising model it’scurrently deploying is below its real potential. Getting real meaning from all the informationthat travel through many networks and intersect Twitter to expand further is time-consuming and manually inefficiënt. To quote:The Synaptic Web is a dynamic web of adaptive “organic” and implicit connections whereby real-timeinformation flows give structure and meaning to previously unconnected sets of data. The Internet isa sea of conversations streaming through connections, and these patterns have meaning.Twitter, that is where your money is. Interpretation of the patterns in actionable insights fordifferent purposes.

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