Thursday, March 02, 2006

A noteworthy keynote

Rebecca Blood opened our conference this morning with an amazing view and analysis of the "writable Web." Keynotes are tough - especially her first-slot space. We were eating muffins, craving more coffee and then doing the too-much-coffee dance in our chairs. But she nailed it.

Great reminders:

  • "Listen first."
  • Consider all options for Web involvement - blogs aren't the holy grail.
  • Map, follow, engage with your consumer groups - online communities are powerful focus groups and barometers for people as passionate (or not) about your brand as you are.
  • Salesmen: sell ideas//Connectors: engaged in social groups//Mavens: (sweet spot) Collect information, when they get online or begin interacting with others, they become connectors.
  • Perceived popularity is powerful.
  • Are we in an age of mass amateurism?

Getting ready to participate in the Cooperation Marketing. More later.


Anonymous Jeff Risley said...

Here's some of things I took from the session:

"Blogging is usually explained in terms of what people know," i.e., as diaries for the average person, journalism for writers or a comms channel for marketers.

"We are hard wired for this (blogging)," meaning we naturally share info and love to tell stories.

From Gladwell's book The Tipping Point, she noted two types of people: "Connectors," as th people who collect people -- like to be a part of social groups; and "mavens," as the people who collect information. When mavens get online, they become connectors. Very powerful.

Wikipedia is developed by an army of mavens. If you know just one fact, you can contribute.

I thought her whole riff on "citizen science" was amazing. I had know idea this was going on on the web. Why couldn't we set up citizen science projects for some of our clients...would be a great way to tie into cause. For example, we could have ONEOK customers monitor their energy use on a day-to-day basis or their house temperatures or something like that. We could even get clients to partner with Universities in a citizen science project. Huge opportunity here.

I want to approach the PKD Foundation about some sort of citizen science project.

We need to find ways for mavens to partner with our clients.

Blood called this the "Age of Paticipatory Culture." It's the closing of the industrial age. "Calling this the information age," she said, "was like calling the industrial revolution the 'tool age.'"

"PR, media isn't going away, but it is transforming."

"Connecting is the most powerful thing the web offers us."

And I loved this line, which makes me feel better about my blog readership: "In a different world, I'm boing boing."

7:53 AM  

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