The document discusses the rise of social media and networked conversations online. It argues that markets are now conversations between individuals rather than one-way messages from companies. Successful companies must figure out how to participate in these conversations rather than relying only on traditional marketing techniques. It also discusses how internal company communications are becoming more open and networked through intranets, and that companies need to embrace these changes rather than fearing a loss of control. Overall, it presents a vision of more open, two-way and human conversations between companies and consumers online.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
This article, written by Rahul Gupta, Product Manager at Lexity.com, was published in issue 07 of the Social Technology Quarterly.
Summary: As the Internet transforms the way people consume, disintermediation has offered consumers direct access to products and information that otherwise would require a mediator. Although this is an advantageous aspect, this can affect and impair the way local businesses run.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
Presentación del SMCMX y su Grupo en RH sobre Reclutamiento 2.0: Hallazgo, atracción y contratación de talento en Redes y Medios Sociales. Tendencias y casos
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
This article, written by Rahul Gupta, Product Manager at Lexity.com, was published in issue 07 of the Social Technology Quarterly.
Summary: As the Internet transforms the way people consume, disintermediation has offered consumers direct access to products and information that otherwise would require a mediator. Although this is an advantageous aspect, this can affect and impair the way local businesses run.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
Presentación del SMCMX y su Grupo en RH sobre Reclutamiento 2.0: Hallazgo, atracción y contratación de talento en Redes y Medios Sociales. Tendencias y casos
SMCMX en Seminario de Comunicacion Digital UPJorge Acosta
Presentación del Social Media Club México en el Seminario de Comunicación Digital organizado por la Academia Mexicana de la Comunicación y la Universidad Panamericana
Jonathan Marks is a “near futurist” examining emerging technology to see how it affects storytelling in the next 3-5 years.
Sharing these ideas with others passionate about building conversations - for good and for business.
Help companies look sideways. Breaking through preconceptions we have of Europe.
This is Jonathan's presentation during the Open Lecture session of AgroDesign's Brand it! event in Detrop & Oenos 2015 expo, Thessaloniki, Greece
Find out more about AgroDesign here: http://www.agro-design.net/
Find out more about Jonathan Marks here: http://www.jonathanmarks.com/
Creative director LBI Digital
As Chief Creative Officer at DigitasLBi International, Chris Clarke is responsible for the creative output of the network and its creative staff. Chris loves to stay close to the work, developing creative ideas with teams across the network for clients including Coca Cola, Sony Xperia and Etihad. Believability is his creative religion: he is permanently on a mission to bridge the gap between promise and proof for DigitasLBi’s clients, helping them to be true to the principles they espouse.
Like most people who’ve been doing this for a while, Chris stumbled into the digital industry in the late 90s. As a copywriter, he made it his mission to bring the craft of ideas to digital marketing, an ambition realised at pioneering Swedish digital advertising agency Abel & Baker and later at Wheel where he became Executive Creative Director. He was subsequently European Executive Creative Director at Modem Media, President and Executive Creative Director of Digitas UK and Chief Creative Officer of LBi.
Over the years, Chris has become a regular on the speaking circuit and has picked up awards at Cannes, D&AD, LIA, Campaign Digital, Campaign Direct, Revolution, BIMA and the Webbys.
Talk:
For years the internet has been touted as an almost universal force for good. We hear of the “democratising” nature of a platform dedicated to openness and transparency. We have come to see the web as a place where ‘The Consumer is in Control”, and where information wants to be free. In this session, Chris will explore the darker side of the digital revolution, looking at the “winner takes all” business models, and downward pressure on quality caused by ad funded content. By understanding the dark side of the digital revolution, you will be better prepared to help your organisation stay relevant and fit for the digital future.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
2. Social Media en los Negocios.
Hacia la Empresa 2.0
Inter LATI INTI 2010
16 Octubre
@jorge_acosta @NaborGarrido
3. 3
Social Media Readiness
Presencia en Redes
Sociales
Facebook
Twitter
LinkedIn
Bloggers
Emprendedores o Startups
con tecnología Web
Involucran Redes Sociales
* Algunos casos y contenidos en inglés
7. The mass production of the
industrial world led companies to
engage in mass marketing,
delivering “messages” to
undifferentiated hordes who didn't
want to receive them. Now the
Web is enabling the market to
converse again, as people tell one
another the truth about products
and companies and their own
desires –learning faster than
business. Companies have to
figure out how to enter this global
conversation rather than relying on
the old marketing techniques of
public relations, marketing
communications, advertising, and
other forms of propaganda. We,
the market, don't want messages
at all, we want to speak with your
business in a human voice.
8. The mass production of the
industrial world led companies to
engage in mass marketing,
delivering “messages” to
undifferentiated hordes who didn't
want to receive them. Now the
Web is enabling the market to
converse again, as people tell one
another the truth about products
and companies and their own
desires –learning faster than
business. Companies have to
figure out how to enter this global
conversation rather than relying on
the old marketing techniques of
public relations, marketing
communications, advertising, and
other forms of propaganda. We,
the market, don't want messages
at all, we want to speak with your
business in a human voice.
9. Markets are conversations. • Markets consist of human beings, not demographic sectors. • Conversations among human beings sound human. They are conducted in a human voice. • Whether delivering information, opinions, perspectives,
dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. • People recognize each other as such from the sound of this voice. • The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media. • Hyperlinks subvert hierarchy. • In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. • These networked conversations are
enabling powerful new forms of social organization and knowledge exchange to emerge. • As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. • People in
networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. • There are no secrets. The networked
market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. • What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is
the only thing standing between the two. • Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. • In just a few more years, the
current homogenized "voice" of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court. • Already, companies that speak in the language of the pitch, the
dog-and-pony show, are no longer speaking to anyone. • Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. • Companies that don't realize their markets are now
networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. • Companies can now communicate with their markets directly. If they blow it, it could be their last chance. • Companies
need to realize their markets are often laughing. At them. • Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. • Getting a sense of humor does not mean putting some jokes on the corporate
web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. • Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.
• Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position. • Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. •
Public Relations does not relate to the public. Companies are deeply afraid of their markets. • By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. • Most marketing programs are based on the fear
that the market might see what's really going on inside the company. • Elvis said it best: "We can't go on together with suspicious minds." • Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast.
Because they are networked, smart markets are able to renegotiate relationships with blinding speed. • Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch. Your own "downsizing
initiatives" taught us to ask the question: "Loyalty? What's that?" • Smart markets will find suppliers who speak their own language. • Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference. • To
speak with a human voice, companies must share the concerns of their communities. • But first, they must belong to a community. • Companies must ask themselves where their corporate cultures end. • If their cultures end before the community
begins, they will have no market. • Human communities are based on discourse—on human speech about human concerns. • The community of discourse is the market. • Companies that do not belong to a community of discourse will die. •
Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own market and workforce. • As with networked markets, people are also talking to each other
directlyinside the company—and not just about rules and regulations, boardroom directives, bottom lines. • Such conversations are taking place today on corporate intranets. But only when the conditions are right. • Companies typically install
intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore. • Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to
construct something far more valuable: an intranetworked corporate conversation. • A healthy intranet organizes workers in many meanings of the word. Its effect is more radical than the agenda of any union. • While this scares companies
witless, they also depend heavily on open intranets to generate and share critical knowledge. They need to resist the urge to "improve" or control these networked conversations. • When corporate intranets are not constrained by fear and
legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked marketplace. • Org charts worked in an older economy where plans could be fully understood from atop steep management
pyramids and detailed work orders could be handed down from on high. • Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority. • Command-and-control management styles
both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia. • Paranoia kills conversation. That's its point. But lack of open conversation kills companies. • There are two conversations going on. One inside the
company. One with the market. • In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be traced to obsolete notions of command and control. • As policy, these notions are poisonous. As tools, they are
broken. Command and control are met with hostility by intranetworked knowledge workers and generate distrust in internetworked markets. • These two conversations want to talk to each other. They are speaking the same language. They
recognize each other's voices. • Smart companies will get out of the way and help the inevitable to happen sooner. • If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised up. • However
subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting. • This is suicidal. Markets want to talk to companies. • Sadly,
the part of the company a networked market wants to talk to is usually hidden behind a smokescreen of hucksterism, of language that rings false—and often is. • Markets do not want to talk to flacks and hucksters. They want to participate in the
conversations going on behind the corporate firewall. • De-cloaking, getting personal: We are those markets. We want to talk toyou. • We want access to your corporate information, to your plans and strategies, your best thinking, your genuine
knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance. • We're also the workers who make your companies go. We want to talk to customers directly in our own voices, not in
platitudes written into a script. • As markets, as workers, both of us are sick to death of getting our information by remote control. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other? •
As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language. • The inflated self-important jargon you sling around—in the press, at your conferences—what's that got to do with us? • Maybe you're
impressing your investors. Maybe you're impressing Wall Street. You're not impressing us. • If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did, they wouldn't let you talk that way. • Your tired
notions of "the market" make our eyes glaze over. We don't recognize ourselves in your projections—perhaps because we know we're already elsewhere. • We like this new marketplace much better. In fact, we are creating it. • You're invited, but
it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel! • We are immune to advertising. Just forget it. • If you want us to talk to you, tell us something. Make it something interesting for a change. •
We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute? • You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe. • You
want us to pay? We want you to pay attention. • We want you to drop your trip, come out of your neurotic self-involvement, join the party. • Don't worry, you can still make money. That is, as long as it's not the only thing on your mind. • Have
you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about? • Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes no sense. We'd like to have a chat with your
CEO. What do you mean she's not in? • We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. • We know some people from your company. They're pretty cool online. Do you have any more like
that you're hiding? Can they come out and play? • When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. • When we're not busy being
your "target market," many of us are your people. We'd rather be talking to friends online than watching the clock. That would get your name around better than your entire million dollar web site. But you tell us speaking to the market is
Marketing's job. • We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think we're holding our breath. • We have better things to do than worry about whether you'll change in time to get our business.
Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom? • We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting,
more fun to play with. • Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing. • Our
allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future. • Companies are spending billions of dollars on Y2K. Why can't they hear this
market timebomb ticking? The stakes are even higher. • We're both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they're really just an annoyance. We know they're coming
down. We're going to work from both sides to take them down. • To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new
ideas, no rules to slow us down. • We are waking up and linking to each other. We are watching. But we are not waiting
95 Tesis
10. ¿Qué es la Web 2.0?
El metro de Tokio
Una naranja
Un chino, un hindú y un brasileño
11. ¿Dónde está tu marca?
En blanco
La nueva socio-tecno-demografía
El helado sabor NewMedia