John Battelle Keynote at DMA06 in San Fran

Digitizing customer, the third phase of digitizing everyhing continuum (Back office => Front office =>Digitize customer), is now what google and other search engine are driving us to.

battelle

Digitizing customer might be happening here, too:

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He laid out five mega (web2.0) principles that are taking place:

  • Web Platform (not PC a platform)
  • Architecture of participation (now more generally known as User in charge, User generated content, User in control)
  • Lightweight models (word of mouth, that is)
  • Innovation in Assembly (as Dell and Amazon proved)
  • The Long Tail (now famous)
  • Content is KingBefore search, content was a proxy for audience. After search, audience declares intent; then, content finds audience. Intent drives content; content disintegrates. Search drives audience toward social media. Traditional marketing was ruled by distribution; now attention is not ruled by distribution instead now ruled by search and social media.References: Attention Economy and the NetHe also emphasized that content is King and a landing page is Queen. I thought Jeff Jarvis might add that Conversation is the Kingdom.
    From conversion to conversation.

    battele3

    Reference: http://www.cluetrain.com/book/markets.html

    acquisition cost comparison

    More or less the same presentation I’ve found elsewhere: PDF (or view in HTML).

    More in context in Japanese こちら

    Here is even nicer presentation I’ve found: Blogs, Search, and the changing media landscape (in PDF). View in HTML (I recommend!, much faster though less nicer).

    The long tail of community

    The last year I was diagnosed as Gerd, the name of the disease of course I had never heard of before in my life. It happened to me that disease not a serious one at least at that time and hoping not now, either. I asked around if someone knew about the disease, my wife didn’t, none of my colleagues. But luckily only one from the mailing list of the junior high, who now lives in the US generously provided the advice on the ideal eating habits (sorry in Japanese, and Mari, hope you don’t mind ):

    “寝る前、3時間は、食事をとらない。シトラスフルーツや柑橘系ジュースは、な るべくのまない。Pop(炭酸飲料)をのまない。なるべくプロセスフードをたべない。ペパーミント・たばこ・トマト・オニオン・カフェイン・糖類を控えて みる。歩く。自転車。LowーImpact エアロビ。寝る時頭を上げて寝る。怒らな い。長期間、市販の胃薬をつかわず、医師にちゃんとみてもらう。狭心症や心臓 発作の初期症状も、GERDのそれに似ているので注意。左手に痛みが続いたり、ふらふらしたり、息苦しかったり、Feelin Of Weaknessがあったら、すぐに、先生へ!女性の場合エストロジェンの変化によって、GERDになったりするので、われわれガールズ、気をつけましょ う。)”

    Then I went to mixi, searched for that disease (in Japanese Gyakuryu-sei-shokudou-en 逆流性食道炎) and found one community . The community at that time was the size of about 30 and now 111.

    The community size of membership 111 of all 0.7 million in mixi is statistically speaking nothing, in the entire long tail curve. It’s in way down the long tail curve.

    How The Long Tail of Community Works

    You see what I am saying? I could reach zero in my neighbor. I could reach one from the mailing list (online, that is) from about 80 members.

    But, hey, I could reach about 30 (and now 111) from MIXI. I’ve never met any of them offline yet; Never will I probaby meet offline for the rest of my life. Only online. Just Talk. But I benefited the lot. I suppose that’s how a long tail should work.

    The long tail for the quiet storm listenners (or time zone segmentation)

    I like Quiet Storm (QS) at WBLS very much. It is played 7:00pm NY, that means 8 am in Tokyo, but I am not really in the QS mood in the morning. When I am in the QS mode at night in Tokyo, they feature Steve Harvey which is fine but not so suitable to listen at night. Then I’ve found the WBLS sister station, KBLX of San Francisco, that plays QS all the time. It can, in effect, capture QS listeners online of any time zones across the globe. That is nice. That leads me to think the long tail curve for the quiet storm listeners something like:
    qslongtail

    At this point, I’d bet there are very few people listening online and their revenue depends purely on local advertising and no business model is yet established for online streaming program.  However, as more and more listeners will shift from offline radio to online and the competition will intensified, I hope the new form or style of online radio programs will emerge.

    Blog repertoire

    How many shampoo brands can you name spontaneously? The average is about five for shampoo category. Within the context of merchandising, that figure is quite dependent on product category structure and distribution rate (the number of brands) in the shelf space. It could be as low as two when the category is inactive and calm such as kitchen detergent and as high as five when the category is active and noisy such as shampoo or skincare. The phenomena we have seen in the old mass marketing environments.

    Then, how many national TV broadcasts or newspapers can you name? Like it or not, there exist only a few. Hence, the maximum number of brand names you can recall spontaneously is also a few, to begin with.

    Now, ask yourself: How many blogs can you name spontaneously? Or, how many do you subscribe and consume? What is your blog repertoire? If it is greater than, say, ten, then we could say this category is quite different from the rest of products or services especially those we consumer in our daily life.

    New York magazine recently covered the interesting story titled “Blogs to Riches.” (via micropersuasion.com) Yes, the market still can be described as HIT-DRIVEN, the phenomenon dormant in the mainstream media. But the important characteristics of the blogosphere it fails to deliver is that the average number of blogs (brands) people normally read (consume) is significantly higher (I’d bet on 30.) than we do for the rest of the services. The blogsphere as a service category rather follows the law of the long tail and the concentration on the head is less than what is known as 80/20.
    Update: Technorati’s CEO, Dave Sifry aptly describes the point I wanted to make above, as “magic middle,” via Jeff Jarvis of buzzmachine.com.

    technorati tags:  blog

    Update: Wow! Jeff Jarvis refers to this post in his blog as you can see in the comment link below.