The Search Engine Strategies convention kicked off in San Jose, and the Opening Keynote was Clay Shirky. Shirky gives an overview of his book "Here Comes Everybody," and delves into the details of how Media has evolved over the years.
According to Shirky, "Group action just easier, people can come together share and get things done." This change in user behavior has changed the landscape of communication. He went into an example about a promotion HSBC had for students. The program was a penalty free checking program, not forcing students to pay penalty fees. HSBC felt they had a great promotion, too great actually and they began to lose money. So HSBC pulled back the offer and gave the students 30 days to get out or fees would be intact.
HSBC wasn't expecting Facebook and someone started the Great HSBC ripoff
. Other students wrote about how to get your money out of the bank and get it to another bank. There were multiple media complaints and HSBC was getting negative publicity. Online protests were occurring and the group against HSBC kept growing.
Then people organized to plan on going to London and have a protest in the Street at HSBC headquarters. Needless to say HSBC pulled back and changed the policy because the customers were coordinated and not in an individual scramble.
Shirky states, "Facebook and other social media sites are sites of coordination not just information. That makes the internet medium different, every URL is a latent community. You can put people in contact with one another. We are living in the largest expansion of expressive capability"
He goes on to explain that Prior to now there were four great periods with media expansion. The Inventions of: Moveable type and the printing press, The Telegraph/Phone, Recorded Media, harnessing of sending electronic waves through television and radio.
The major difference is that none of these could create groups. It produced the same message center to the edge. Communication was one to many, or one to one, and not many to many. Internet is the broadcast pattern of reaching large groups. It provides Organizations without organizations. That's what HSBC ran into.
Computers and phones are symmetrical and give the option to the user, do you want to consume or share? Every time a new consumer is added to Facebook a new media producer is created, it's one media to another without changing.
Technology doesn't cause the change, it's not the shiny new tool that arrives and people just adopt it. Tools are shiny and new but are wasting assets... nothing can last forever. Internet access has been around 20 years but it has been the last five years that have had the greatest impact. We have new tools with apps and the social media networks but tools only change society when they society is motivated to make a change.
I'll be attending other sessions this week so stay tuned.
August 12, 2009
President and Founder Local Roll Call.
Local Roll Call is a search listing provider and consulting firm dedicated to helping businesses get in front of consumers and understand the complexities of the local search landscape. Carberry formed the company after realizing that many businesses large and small don't understand the depth of local search optimization across the search engines and vertical/yellow page directories.
Dave has worked in Search Engine Marketing since 2000 and has worked with organizations ranging in size from small businesses to the Fortune 100. Dave is actively involved in the SEM Community. He speaks regularly at various search marketing and online focused conferences and is a member of SEMPO and the IAB.
A recognized expert and educator in online marketing, pay-per-click advertising, search optimization and local search. Prior to starting Local Roll Call Dave was Director of Feed Management and Search at Advertising.com and Platform-A, delivering new opportunities to clients on an ongoing basis with Consumer Shopping Engines, Paid Inclusion Programs and Cross Channel Feed dispersion.
Dave also served as Vice President of Sales and Marketing for The G3 Group. Dave has launched several successful start-up business ventures during his career, including WJFK-AM, Targetware.com and InstantPosition.com. He and his two children have also written and self published two children's travel books. Where Was I? New York and Where Was I? Washington D.C.