1. Anti-social

    La strategia di diffidenza verso i social media di certe marche (e anche di certe agenzie) può confrontarsi con una notizia come quella dell’accordo fra Facebook e Heineken (come già fatto da Diageo in passato) per accedere in modo privilegiato a operazioni di marketing congiunto sviluppate sul social network, sperimentando insieme sulle nuove soluzioni; questo renderà difficile se non impossibile alla concorrenza creare occasioni di “engagement” altrettanto efficaci, perlomeno per primi.

    Il che, tradotto, significa che anche l’aver lavorato molto con una piattaforma come Facebook (oltre al denaro sonante) può portare a scelte di questo tipo; la frequentazione reciproca ha sicuramente fatto maturare il rapporto fra la marca e il social network.

    Chi ne sta lontano per diffidenza o paura, anche se avesse i soldi da mettere sul tavolo, deve ancora cominciare da zero a capire come, e se, lavorare con Facebook.

    E le cose sono due: o Facebook scomparirà, e allora avrà fatto bene chi ne sta lontano, come è stato per Second Life (ma lo hype di Facebook mi sembra comunque durare di più e essere più ampio di quello del mondo virtuale), oppure alcune marche si sentiranno lasciate molto, molto indietro.

  2. Report PSFK sul futuro.

    Estratti dei report di PSFK sul futuro del mobile tagging, degli acquisti, etc.

  3. Django is to Web…

    A thought inspired by a post of my favourite catalyst @w2wai

    Another flight of fancy from music to digital communication.

    Django Reinhardt has been such a guitar hero as Jimi Hendrix was, but few seem to know it. How is he related to the Web?

    1. Improvisation. Django was great in ad libbing.
      In the new for of the Web, “liquid” ability in reacting to the context is all.
    2. Multi-ethnicity. Django was a living meltin’ pot (Belgian, Gipsy, French, North African, American…).
      The Web has to be universal.
    3. Accessibility. Django underwent an injury which made inaccessible to him his former instrument, banjo. If guitar hadn’t been accessible and usable, what we’d got would have been one more gipsy on the road begging.
      The Web can’t be other than accessible.
    4. Second birth. After the accident, Django fortuitously recovered in spite of those who said he’d die if he wouldn’t accept surgery, which he didn’t.
      Web is allegedly born at least 2 times, and counting.
    5. Swing. What’s life, without?

  4. Why Social could kill Google

    Being aged means having seen. And if you have seen, you can easily see in some events the reflection of the past.

    I was there when Google changed our way to surf the web, making the now-famous white-with-the-coloured-logo interface the starting hub for almost everything we do on line.

    Given the fact that in a non-social web data was the treasure, in the social web the treasure should be connections, or, to say it better, information through conversations.

    And, of course, I found out it has already been thought and said

    The problem is, who will benefit of this? Will Facebook become our next “operating system for the web” and thus our next starting hub? Or there is something else waiting?

    To start monitoring it, look out for this behaviour: when someone around you will come to you confusing Facebook with “the web”, that’s what happened when Google became Google. Look for it.

  5. Social Network Relationship Formula

    Social Network Relationship Formula

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