The social media revolution (in 15 minutes)


Larry Weber speech
February 28, 2007, 3:05 pm
Filed under: Links

I had been meaning to track down this speech for a while. It was given over a year ago – but its key concepts remain fresh and forceful. It is 55 minutes long, but worth downloading to save for a train / plane journey or commute. Its core concepts revolve around the rise of new (social) media and the decline of the old media and the importance of aggregation and producing a new type of 24/7 digitised content. The main new thought listening to this triggered with me is the idea that while brands will have to deal with in-coming consumer interest on an individual basis (see this previous post), outgoing communication is going to have to be shaped on the basis of your customer being a community / network – not an individual consumer, or collection of individual consumers. The challenging build on this is the idea (as mentioned in Weber’s speech) that any one individual will only have time to engage with 12 communities and while there may be millions of different communities, competing for a “share of community” on an individual consumer level is going to be very tough.

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