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Now out:
Truth and Trust in the Web 3.0
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Social Media marketing, economic progress and the wisdom society
As
you know, this blog is a place for the bigger picture. It is about the future of
the web and building the foundations of a knowledge civilization. That’s what
excites you and me. It is not about selling chocolate bars more effectively. Or
is it?
Besides
my personal background and excitement with Social Media Marketing in the
context of strategic brand building campaigns, I believe in a higher meaning of
Social Media Marketing. It originates from my discussions with the members of Sophotec’s
Executive Science Network, especially with Karen Halpert of Mastercard and her “Big
Marketing” approach. In this approach, we developed a concept in that Marketing
is much more than selling stuff. It is actually to core of economic value
creation: aligning supply to demand, and taking care companies do what people
want. Other expressions for this basic principle are customer-centric
leadership, outside-in perspective and brand alignment.
In
this most fundamental perspective on marketing, Social Media changes the very
fabric of what we are doing today. It changes the way people connect with each
other, exchange information, build social clusters and take decisions.
With
this new, breathtaking technological and social framework, the very core of Big
Marketing changes, too. If the task of marketing is to connect supply and
demand – and, even more important, build a relationship between producer and
consumer to make sure the producer’s resources are strictly aligned to the
consumer’s needs and therefore to efficient value creation – and Social Media
is all about a new level of connectivity, it marks a major shift in the economic
fabric of our world.
Social
Media enables us to connect to others in a much more precise, effective way,
and the same is true for connecting supply and demand. The principles of Social
Media Marketing and its success factors are therefore of vital importance for
building the Web 3.0, and empowering everyone to become a media entrepreneur. The
rules and principles we identify through large scale research projects like Sophotec’s
Social Media Magic with over a hundred case studies can be translated into strategic
blueprints and technologies on platforms like Klatcher.com, and help everyone
to connect more effectively with the people who need your products. To connect knowledge
and knowledge demand. And finally, to connect minds. Deciphering the principles
of the Social Web therefore becomes a stepping stone to building the Web of
Minds.
That’s
why Sophotec not only enjoys working with clients on Social Media Marketing
strategies and conducts knowledge development projects like Social Media Magic,
but embraces it as a major strategic opportunity on our way to the wisdom
society.
As
you know, this blog is a place for the bigger picture. It is about the future of
the web and building the foundations of a knowledge civilization. That’s what
excites you and me. It is not about selling chocolate bars more effectively. Or
is it?
Besides
my personal background and excitement with Social Media Marketing in the
context of strategic brand building campaigns, I believe in a higher meaning of
Social Media Marketing. It originates from my discussions with the members of Sophotec’s
Executive Science Network, especially with Karen Halpert of Mastercard and her “Big
Marketing” approach. In this approach, we developed a concept in that Marketing
is much more than selling stuff. It is actually to core of economic value
creation: aligning supply to demand, and taking care companies do what people
want. Other expressions for this basic principle are customer-centric
leadership, outside-in perspective and... more
The user-generated media value formula
We have learned about the three key value drivers of online publishing in a previous blogpost. Based on these insights, it's pretty easy to derive a general formula of media value generation.
The interesting thing about such a formula is that it allows us to predict the power and value potential of any given online publishing system by measuring it's performance on the different dimensions of the formula. It doesn't tell you what you have to do in terms of content design to maximize its value, so this is not necessarily a useful tool for the content creation process. See it as a bird's perspective on the Web 3.0, its technologies and value logics. A formula that allows us to calculate the performance and economic power of any
publishing platform, and the web in general.
So if we take the three value drivers
and multiply them with each other, we get to the hourly wage of an author:
speed × traffic ×
profitability = hourly wage
We even see that
the units make sense: content / time x traffic / content x money / traffic =
money / time, or dollars per hour.
This formula
reveals the secret behind a higher profitability in user-generated content:
authors need to be able to publish in less time, achieve more traffic, and earn
more money per visitor.
For a system
architect, that means: develop the technologies that make publishing even
easier and faster; that connect authors more effectively with their target
groups; and allows them to implement the technologies that drive visitor
profitability. That is, of course, easier said than done, but at least now we
have a formula that allows us to compare and benchmark systems and
infrastructures in regard to their value generation potential. The Web 3.0 is
coming closer….
We have learned about the three key value drivers of online publishing in a previous blogpost. Based on these insights, it's pretty easy to derive a general formula of media value generation. The interesting thing about such a formula is that it allows us to predict the power and value potential of any given online publishing system by measuring it's performance on the different dimensions of the formula. It doesn't tell you what you have to do in terms of content design to maximize its value, so this is not necessarily a useful tool for the content creation process. See it as a bird's perspective on the Web 3.0, its technologies and value logics. A formula that allows us to calculate the performance and economic power of any
publishing platform, and the web in general. So if we take the three value drivers
and multiply them with each other, we get to the hourly wage of an author:
speed × traffic ×
profitability =... more
The web 3.0 is back!
While working with a new Klatcher author - Dr. Elli Hagen - who is going to create a video series about medical topics - and discussing what's hot and what's not, I realized a simple fact: thousands of fans on slideshare, here on the official Sophotec page and all over the web want to know more about the web3.0.
My initial presentation from 7 months ago has now over 30,000 views on different spots all over the internet, and ranks between position 1 and 5 on Google. This means: the web3.0 is hot, and my take on it - user generated business, everyone becomes a (media) entrepreneur - got significant resonance in the community. The semantic web as the competing definition is on retreat, and right so. The perspective of the internet as a social and economic phenomenon based on technology seems to generate more interest than a merely math and coding-driven interpretation.
What does this all mean? It means I will do more research and analysis on the effects the web3.0 will have on society, business and you. I want to work on the effects of the web3.0 on different facets of our lives. I want to show that the world's creative minds will be empowered as never before. That the old rules of marketing will be over, and the new rules of publishing are here. That user generated politics will change the way we are governed, and will govern. And finally, that all our lives will be enriched by a new breed of platforms that self-organize the connectivity of minds and the financial valuation of personal publishing.
I will start the production of the web3.0 series asap - if you have ideas or requests for content, write me a comment below.
Thanks for your interest, and stay tuned!
Yours Johannes
While working with a new Klatcher author - Dr. Elli Hagen - who is going to create a video series about medical topics - and discussing what's hot and what's not, I realized a simple fact: thousands of fans on slideshare, here on the official Sophotec page and all over the web want to know more about the web3.0. My initial presentation from 7 months ago has now over 30,000 views on different spots all over the internet, and ranks between position 1 and 5 on Google. This means: the web3.0 is hot, and my take on it - user generated business, everyone becomes a (media) entrepreneur - got significant resonance in the community. The semantic web as the competing definition is on retreat, and right so. The perspective of the internet as a social and economic phenomenon based on technology seems to generate more interest than a merely math and coding-driven interpretation. What does this all mean? It means I will do more... more
Web 3.0, Media, web 3.0
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