Collecting a lot of Underpants and the unbundling of social platforms

Dave Winer and Euan Semple are writing about the eventual unbundling of social platforms.

I like this idea that we could all manage our own bundle of apps both social and professional to track our calendars, “buddy” lists, statuses, media habits and etc. etc. yet somehow all of these would stitch together as well, or nearly as well, or even better than they do on facebook but that we wouldn’t have to rely on a single closed platform designed for 23yr olds* to do so.

RSS and openID are somewhere down in the roots of the tools needed, but I think we need tools that take these to higher level of abstraction before we’ll get anywhere.

For example, I see Jaiku [my Jaiku page] taking the first step(s) in this direction. You can feed Jaiku feeds for near every social presence app you can think of from you blog to your status feed to photos and music etc.

As I’ve said Jaiku manages to collect a lot of underpants. But underpants are only half the problem.

(of course we know)

Step one: collect underpants
Step two: ???
Step three: Profit!

So what’s step 2? I think we’re still missing the room that really ties all the rugs together. Even, Dave, the great prognosticator is a little vague “How exactly it will happen is something the historians can argue about 25 years from now. It hasn’t happened yet, but it will, unless the rules of technology evolution have been repealed (and they haven’t, trust me)”

*23yr olds and native English speakers at that

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CaseCamp5 Toronto pt 3

Chris Matthews of Specialized Bicycles is schooling us all on Brand Awesomeness. It’s now defined term. Chris has way firmer thighs than you. Awesomeness doesn’t matter if you are the biggest gorilla in your industry you can still be awesome. As it happens, Specialized is huge their particular segment with approx $400-$500M revenues, 1500 dealers in USA, 200 in Canada and 40+ countries around the world yet still maintain a passionate customer base.

Brand Awesomeness: All that matters is doing stuff that makes sense to your customers.

Specialized riders clubWhat makes a ton of sense for specialized customers is the Specialized Riders Club an awesomely feature-rich community site for cyclists. You can create a profile, you can create a profile for each of your bikes in super-geek detail, you can find rides and riders in yours or any zip code. You can keep journals post ride stories and photos and gossip with community members about gear and rides and whatever it is cycle freaks talk about.

Lessons learned:

They were expecting hardcore rides to like it the best. Unexpectedly It made the biggest difference for new riders to help them find rides and how to get involved in the community.

People won’t tell you outright that you should build a brand community. But as a tipoff, you might think of this as a big red flag that your customers are ready for a brand-centric community:

“Does Specialized have an authorized tattoo? I am considering having the logo “S” tattooed on the lower part of my right calf. Do I need some kind of copyright authorization?” (they sent him the .eps file)

It did take longer than expected before membership accelerated. It was the second version with more features to let the community members talk to each other that seemed to do the trick. And time for users to learn what they were always missing.

Chris’ presentation rocked the show tonight. I hope he might post the slides and speaker notes to his site.

Thank you Eli and volunteers for bringing together another CaseCamp. Always a highlight of the camp circuit. Get your flickr fix here. I’ll update these posts with photos soon as I get the chance.

Posted in Archive, casecamp, marketing, socialmedia | 4 Comments

CaseCamp5 Toronto pt 2

Maggie Fox

Tim Shore of BlogTO is up. Talking about taking blogTO to the land of blog 2.0. branching out to print, restaurant reviews and so forth. Also embracing flickr and facebook users. This is nice and I like the site, but not especially groudbreaking. ho hum.

Anyone involved with BMW will always be found in a sharp dark suit. Tag team presentation on a BMW campaign by John Cappella, BMW Canada & Paul Curtin, Cundari. I’m not sure which is which. Great hair. Challenges of BMW, luxury brand is less online savvy. What they try to sell is “joy”. Taking ideas from existing offline magazine and direct mail (shovelware?). Nonetheless 90% of customers do online research. M-series customers are the most passionate can upload pictures of their M car (22 pages of car pictures by my eye). Lots of “online experiences” available but the interface feels heavily managed and designed (as you might imagine).

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