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What have you disrupted today?

via +Mark Traphagen 
 
Had an idea this morning after speaking with +Brian Yanish . Data, the content we curate and create, is the network now. Content becomes its own beeping node inside a noisy network. Spent the day working out some of the implications of such a thought. Weigh in with yours too as my brain is now oatmeal. If you don't follow Brian on twitter or Scoop.it you should as he is one of my most trusted Internet marketer sources.
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Martin W. Smith's profile photoLyndon NA's profile photoBill Slawski's profile photoShawn Lippert's profile photo
17 comments
 
Thank you, +Mark Traphagen Been thinking of the possible implications of some apps, like Google Field trip, and what kinds of impacts they may have on things like local tourism. They've breathed new life into programs like historical marker projects, even if the people who run such programs aren't aware of it yet.
 
It's always exciting, and sometimes scary, to see what people will do with something you creatd.
 
+1 for scent trail marketing! building relationships through social, local and mobile datamining .
 
Is it content that becomes the signal - or our interaction/reaction to it?

Curation, Citation, Refencing and Linking are all indicators of interest/relevance, and often trust/authority (not always, but most of the time).
(If you think about it - even Duplication/Replication/Theft could be such a signal.)

That means there's a ton of 'perception' data there.
Throw in time, alongside frequency and consistency - and you get a pretty good picture.
Add in sentiment (which I'm sure G have) with social signals - and you get a clearer image.

So you get a good view of how "others are seeing" that content,
which you can layer onto the data you have from the site itself, it's link graph etc.
 
This is a great and helpful discussion. For me the content or reaction to it question is moot. Those two things are so tied now as to be inseparable. When I was a Director of Ecommerce I remember asking Bazaar Voice why anyone would write the 251st review of a product. Every feature was fully explained so why write the review? My goofystupid implication was that we didn't need so many reviews.

The Bazaar Voice founder told me that the 251st review was a signal that the person writing it wanted to join the tribe that had formed around that product. Wow and duh (on my part :). So much of social is our desire to connect, to find the "like me" tribes that form around the hearth of content.

What struck me yesterday was how much my job has changed and how often. As a Director of Ecommere I discovered that our ability to directly sell things was impaired. We were better off creating a platform where our customers could sell each other. Once there was a healthy debate, once there were 251 reviews, we could weigh in with clearly labeled "Staff Reviews", but to assert ourselves before the tribe formed was to be seen as a used car salesman is see, as pushing wares and so as potentially not credible.

The need for interactive platforms has only increased with the social takeover of the web, but a new role for the kind of team I led is also emerging. Internet marketing teams must create and curate content capable of forming hearths. In fact, as Bill noted, some entrepreneurs will mashup content creating new tribes and following possibly before those "in control" of the content even know it.

This idea of the mesh, great book by Lisa Gansky btw, seems critical to how we need to think about "websites" now. It feels like something fundamental has changed since I learned HTML and created my first website in 1999. My thinking then was I would create things and people would come to it. Now I think we create things, people change mashing and meshing and, if we are smart and courageous, we learn from the new creation creating again and renewing the circle.

Great and much appreciated discussion. Bill I saw you speak at Phil's SEO Meetup and enjoyed your talk. Mark thanks for letting me know about this discussion. Great Sunday to you all and thanks. Marty
 
Things haven't technically changed - the human aspect has just taken a long time to be recognised.

It's infuriating for me, as I've been using the internet for a very long time.  I see wonderful phrasing like "web 2.0 means social interaction" - so what the hell were news groups and forums?
Social has always been there.  It's always held influence (anyone that wasn't utilising Forums for Links/Traffic/Reputation 5+ years ago was simply slow (so that's about 80% :D).
Same goes for "Peers and Betters" - that existed in the groups and forums, on things like IRC etc. for over a decade.

What has changed is the maturity and openmindedness of those influencing the internet.
The "pure SEOs" have had to make a little room for the "real marketers" (not those that simply slap on fresh paint to old terms and claim it as "new").  The designers and developers have had to acknowledge the "climate change" as well.  Business owners are having to recognise the new channels and the opportunities, lest they find themselves left in the cold.
Throw on top the data miners and testers - the people doing things "properly", and the evidence alone is enough to cause a movement.

The seeds were planted a long long time ago - it's only now that enough sunshine and warmth has reached them and they are allwoed to grow.

Personally, I think there is a distinct difference between the Creation and the Reaction.
The same as the seed analogy above infact - you have to create the correct circumstances for the Creation to get the Reaction.  Without that, you simply have a doormant seed.
(No different than the "great content" with "build it and they will come" mentality vs "market and promote the content".)

I do like the "tribe" analogy though.
It's not just the "like me" crowd, it's also the "and me", "look at me" and "like me" types you can capture.
(Inter- and Intra-, Ego, Acceptance, Participation etc.)
I
nfact, in some ways - it's made the role of "sales" that much easier, as now you don't have to wait on the Jones's down the street to get ProductX, you just need the Jones's from any street to start the posts off :D
 
+Martin W. Smith Enjoyed your article tremendously, and I agree that ecommerce has changed in a number of ways since the 90s. A number of ecommerce site owners I've been talking to lately seem to recognize the needs to address those changes, while that point still seems to elude some.

Had a great time visiting when I came down to speak at the Raleigh SEO meetup. Hopefully, I'll get the chance to come down again sometime soon - I really liked the Raleigh area.

+Mark Traphagen, sorry that I didn't get the chance to meet you last year in Raleigh.  Maybe get to see you the next time I'm in the area.
 
Ah, that was before I was a part of the meetup. Phil and I work together now. I'll talk with him; we should definitely have you down again.
 
Yes Please. Bill's scope and sweep on SEO is unique and helpful beyond belief. To understand Google's patents is to understand Google or come as close as mere humans will ever come (lol). Sure to be as well attended as the first time Bill spoke, so mention to PB and I will do the same. Thanks again Mark. I need to have lunch with you one of these days as I need your help on author tagging. Marty
 
Marty, I'd love to have lunch with you. Iv'e got Internet Summit this week, so probably best to look toward the week after, if that works for you.
 
Works great and I am at @internet_summit too so hope to see you there. Marty
 
Sweet, thought you might be! Let's plan to hook up at Internet Summit, but I'd still like to catch more time with you at a lunch subsequent to that.
 
Agree and lunch is on me since we are going to be fast friends I can tell :). Marty
 
Buying lunch always gets one on my Fast Friends list ;-)
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