One of the things I love in the sports of surfing and climbing is the idea of progression. An athlete does something new, approaches an unclimbed rock in a new way or surfs a wave that seemed impossible, and all of a sudden everyone can see the possibility. The culture as a whole can imagine climbing the new climb or surfing the wave. All of a sudden dozens of people can do what was unthinkable only a few months before. New stars are made in an instant and old icons are put out to pasture.
This weekend I was fascinated by Adam Sternbergh’s article, Around the World in One Day, in The New York Times Magazine about Ridley and Tony Scott’s crowdsourced documentary, Life in a Day:
The film aims to tell the story of a planet, but it’s the vulnerability of these individual moments, contributed as part of a larger project, that lingers. If the knock against the Internet in general, and YouTube in particular, is that it stokes our collective narcissism, this film, in its best moments, proves the opposite: not a global craving for exposure but a surprising universal willingness to allow ourselves to be exposed.
The worlds of collaboration, co-creation and crowdsourcing are progressing fast. They’ve gone from a wild west of too many confusing voices and lot’s of amateur, low-production, solutions to highly curated creations, like Life in a Day, that can rival the best of traditional productions.
The progression is happening at various speeds in different corners of the creative world. Music and photography have been leading the charge in this change for a while now while film and advertising are just starting their radical transformation.
In advertising, it feels like the progression has hit a tipping point. Hold on. The speed of change will only accelerate.
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Posted by: eric | February 24, 2012 at 07:59 AM
How timely your quisoetn is. Quoting 2011 Techonomy happening as we speak, technology and innovation are essential tools. That is the message ti deliver to the C-level. The social part is already in existence. The tools are the items that need to be reviewed. Review them in the same light as you go about with competitor scanning i.e. what are your competitors, now and upcoming, doing. Invest in one area, start small if needed, e.g. Recognition. Move it to a SaaS platform, measure usage and feedback. If your company is global or going global, you cannot ignore social tools.
Posted by: Naataly | July 20, 2012 at 07:22 PM
Re: the possibility that China will block TwitterTwitter cogareve tends to focus on the short messages and the social relationships, and ignores the significance of the underlying technological structure, which has huge significance for these sorts of controls. If China wanted to block Facebook, it would be quite easy, because Facebook is a website. Twitter, however, is not a website. It is a cloud of desktop apps, browser apps, phone apps, secondary websites, IM clients, and SMS all connected through a promiscuously open API and cloud storage. Unless Twitter itself cooperated by blocking Chinese IP addresses, it would be extraordinarily difficult for China to block Twitter, without also blocking the entire s3.amazon.com subdomain. They might be able to deter usage by blocking the Twitter.com website and the primary download sites for the most popular apps, but they wouldn't be able to stop secondary access through peer-to-peer or temporary mirrors.Controlling social networks will become even more challenging when we get PAST Twitter and move onto systems that are even further decoupled from the traditional one-app one-website model of the WWW, as we will with tools like BrdFdr (Birdfeeder) and Laconica. This is the truly revolutionary significance of Twitter (not microblogging, TweetCongress, or THE_REAL_SHAQ).
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