I’ve become increasingly troubled by the “data traps” springing up all over AppWorld and the Internet, and while I’ve been pretty vocal about their downsides, I also use them quite a bit – especially for photos. That, I hope, is about to end.
However, I’m afraid it means you, dear reader, are going to be seeing a few more pictures of Mount Tamalpais and my favorite wines here on Searchblog.
By around this time of year, most of you are used to hearing about this year’s Web 2 Summit theme, its initial lineup of speakers, and any other related goings on, like our annual VIP dinners or perhaps some crazy map I’ve dreamt up. It’s become a familiar ritual in early spring, and many of you have been asking what’s up with this year’s event, in particular given the success of both last year’s theme (The Data Frame) and its amazing lineup of speakers and attendees.
Truth is, we’re not going to do the Web 2 Summit this year, and I’m writing this post to explain why. For the most part, it has to do with my book, the subject of which was outlined in my previous post. As the person who focuses on the core product – the programming on the stage – I just could not pull off both writing a book and creating a pitch-perfect onstage program. It takes months and months of hard work to execute a conference like Web 2 (and not just by me). My partners at O’Reilly and UBM TechWeb are full to the brink with other conferences, and after months of discussions about how we might route around this problem, we all agreed there really wasn’t a way to do it. It’s not fun being the guy who stops the party, but in this case, I have to step up and take responsibility.
That’s not to say we won’t be back – we’re keeping our options open there. For now, the Web 2 Summit is on hiatus. Each of the partners will continue to produce conferences (I am doing five for FM this year alone, and have ideas about others in the works). We’re just letting the Web 2 Summit lay fallow for a year.
Each year at Internet Week in New York, I curate a conference on media and marketing called the CM Summit (video from last year above). Past speakers have included Dick Costolo, CEO Twitter, Sheryl Sandberg, COO Facebook, John Hayes, CMO American Express, Laura Desmond CEO Starcom Mediavest Group, will.i.am, and many, many more. We’re on the seventh edition of the CM Summit, and it’s only getting better. (By comparison, I’ve done eight Web 2 Summits – so this is the second longest running conference I’ve ever curated).
Speakers at this year’s event, slated for May 14-15, include the legendary Valley investor Ron Conway, the always fascinating founder of Huffington Post Arianna Huffington, and chiefs of marketing for Coca Cola, Nokia, Mastercard, and many, many others. We’ve got startup founders who are changing the game in media, agency chiefs who oversee hundreds of millions in spending, and publishers who are redefining our understanding of content. (And a few surprises yet to come…). For more, head over to the ever-evolving speaker page here.
Over the past few months I’ve been developing a framework for the book I’ve been working on, and while I’ve been pretty quiet about the work, it’s time to lay it out and get some responses from you, the folks I most trust with keeping me on track.
I’ll admit the idea of putting all this out here makes me nervous – I’ve only discussed this with a few dozen folks, and now I’m going public with what I’ll admit is an unbaked cake. Anyone can criticize it now, (or, I suppose, steal it), but then again, I did the very same thing with the core idea in my last book (The Database of Intentions, back in 2003), and that worked out just fine.
So here we go. The original promise of my next book is pretty simple: I’m trying to paint a picture of the kind of digital world we’ll likely live in one generation from now, based on a survey of where we are presently as a digital society. In a way, it’s a continuation and expansion of The Search – the database of intentions has expanded from search to nearly every corner of our world – we now live our lives leveraged over digital platforms and data. So what might that look like thirty years hence?
(image) The Signal San Francisco conference is less than a week away, so I thought I’d take the time to explain my reasoning for the theme, and offer a curtain raiser of sorts on the day-long program. (PS, I have ten, and only ten, half price tickets available. Hit this link, and use the code “luckyday.”)
The theme, a portion of which is the title of this post, is “The Yin and Yang of Audience, Platforms and the Independent Web.” I do get a few eyes a-rollin’ when I frame conference themes, but hey, I can only do what I know how to do. I actually think pretty hard about this stuff, and like to take the time to outline the ideas behind the program.
So here goes. As readers know, I’ve been thinking out loud a lot about the future of the Internet, and whether the rise of “walled gardens” like Facebook and Apple’s iOS (what I call AppWorld) are ultimately the future the web. My short answer is yes….and. By that I mean that the Internet, which began as an open, gatekeeper-free platform where anyone could hang a shingle, will ultimately interconnect with these walled gardens – there’s just too much value in what I call the “ecosystem approach” for the opposite to occur. I framed two major forces driving the Internet today: The independent web (sites unaffiliated with major platforms like Google or Facebook), and the dependent web (major platforms which create a valuable “logged in” experience that changes “depending” on who you are.).
I am in the midst of writing a post on the history of FM (update – here it is), and I thought it’d be fun to post the PDF linked to below. It’s a summary of musings from Searchblog circa 2006-7 on the topic of conversational media, which is much in the news again, thanks to Facebook. We created the document as an addendum to our first ever CM Summit conference, as a way of describing why we were launching the conference. (BTW, the Summit returns to San Francisco next week as Signal SF, check it out.)
It’s interesting to see the topics in the white paper come to life, including chestnuts like “Conversation Over Dictation,” “Platform Over Distribution,” “Engagement Over Consumption,” and “Iteration and Speed Over Perfection and Deliberation.”
Quick, what’s LinkedIn? If you’re like me, the first thing that comes to mind is “a professional social network.” Perhaps “a place to get a job, or find someone to fill a job.” Or maybe “the place my professional resume lives.” And certainly “a very successful Internet IPO.”
But over the two years or so, LinkedIn has quietly built itself into a significant media business. It’s added a newsfeed, status updates, and “top stories today” features. Late last month, it added “following” as well. And I’ve begun to notice the LinkedIn share button popping up all over the web – it isn’t quite the attention engine that Twitter has become, but its power is rising. (Yep, I’ve got one on this site too).
All those media bells and whistles combine to create a robust advertising business, complete with a Facebook-like self service platform driven by your social graph. That business has been scaling right along with its core recruitment and jobs posting revenue, accounting for about a third of the company’s topline. Given that LinkedIn added more members last year than in the prior 6 – about 60 million, for a global total of 150 million, I predict it won’t be long before LinkedIn becomes a “must buy” for any marketer who targets professionals. And that’s a lot of marketers.
Last week I wrote a post about Neal Mohan, who will be joining us for this month’s Signal conference in San Francisco. Today I’m focusing on Adam Bain and his role as President, Global Revenue at Twitter.
I’ve known Adam for some time, since his days at Fox Interactive Media, where he built Fox’s advertising platform (initially as a product out of MySpace). He joined Twitter a year and a half ago, and since then, has overseen the development of its “promoted” suite of products. Just recently, Twitter has expanded its roll out of what CEO Dick Costolo calls its “atomic unit” of advertising, the Promoted Tweet, to its mobile base, a significant move mirrored by Facebook at nearly the same time. It’s also opened up a self-service portal to its ad machine, a crucial move that drove early adoption of search and Facebook advertising.
When you are in charge of revenue for a company valued at $8 billion, the heat is on – the estimated $140 million or so Twitter pulled in last year ain’t gonna cut it. The company needs to scale its advertising platform to Google and Facebook levels, in terms of efficiency, response, and return on marketing investment. That’s no easy feat. In fact, it’s only been done a few times – by Facebook, Google, and arguably Overture (before Yahoo’s purchase and subsequent deal with Microsoft).
I’m still in recovery mode after the wave of Apple-defenders inundated me with privacy-related comments over this past weekend, and I promise to continue the dialog – and admit where I may be wrong – once I feel I’ve properly grokked the story. The issue of privacy as it relates to the Intenet is rather a long piece of yarn, and I’m only a small part of the way toward unraveling this particular sweater. (And yes, I know there are plenty of privacy absolutists rolling their eyes at me right now, but if you don’t want to hear my views after some real reporting and thinking on the subject, just move along….). lf you want to peruse some of the recent stories on the subject I’ve been reading, you can start with the Signal post I just finished.
Meanwhile, I want to tell you a little story about advertising and tracking, which is at the heart of much of the current tempest.
While skiing last week at my home mountain of Mammoth (the only place in California with a decent snowpack), my family and I stayed at a Westin property. It’s a relatively new place, and pretty nice for Mammoth – which is more of a “throw the kids in the station wagon and drive up” kind of resort. It’s not exactly Vail or Aspen – save for the skiing, which I dare say rivals any mountain in the US.