Strange Intersections
When I run across someone in a different situation than how I knew them I’m not too surprised. The people I hang around have wide interests and tend to get around. But I had to laugh when I saw that Pirate Bay is hoping to buy Sealand. If you read my blog you know my involvement with BitTorrent, so that is my connection to Pirate Bay. But I also have a connection to Sealand. A friend of mine, Sean Hastings, who was a friend when I was a teenager started HavenCo, a data haven, located on Sealand. But it doesn’t end there. I was looking through Sean’s personal web site and found Noah Spurrier. I was Noah’s boss when I led the development team creating the #1 health insurance billing processing system for the USA at QuadraMed. So its a pretty small world, especially when you get around like I do.
Information Generation
This video points out the serious disconnect between the establishment and the generations that grew up with wide spread information technology. There are some very important insights. The moderator, Guy Kawasaki, asked one question several times and was surprised by the answer and couldn’t understand it. Part of the reason is he didn’t know how to ask the question in a way the kids that have grown up with pervasive info tech would understand.
These kids:
- avoid advertising
- shop in stores and buy online
- buy lots of “legal” media
- “pirate” most of their media
- instant message a lot
- don’t watch TV
- like Apple products
- use open source, but aren’t geeks
The thing the moderator seems to miss is these kids #1 concern is managing their time and attention. These kids use SMS text messaging because they can politely do it any time and any place. It doesn’t demand attention from the recipient. This is the same reason they use MySpace and Facebook. They don’t have time to personally deal with all their social interactions. The moderator incorrectly assumed these kids are missing social interaction because much of it is not done face to face. This is the exact opposite of the truth. These kids are managing hyper social behavior. They use technology to stay connected with friends and make connections with possible new friends.
How to Reach Kids
OK, Guy, this is what the kids didn’t tell you. They find out about new products from other people. All you need to do is reach an influencer and you’ve started a marketing virus. The best way to do this is make a really great product. The influencers are always looking for something new. This is how they stay cool. The followers will mimic the leaders and if the product is good it will spread. This does mean traditional advertising is dead or dying. The outcome is a better connection between buyers and sellers. If you make stuff that is cool, you become an influencer. Your website, blog, or just conversations will be the source for the next great thing. This can’t be faked, it must be earned. You can jump start your initial recognition by doing something valuable for the influencer market. A funny viral video is valuable because it is funny. Sponsor a band. Go to a blog and ask for negative feedback on your product. Then fix it. And give credit to those that helped you. This is only some of the ways to reach the attention stretched information generation.
WCBN – Interactive Technology Interview – Part 1 – 2006 Dec 19
We discuss viral marketing, the online TV show I produce being spotlighted on Veoh.com, video advertising systems such as Revver.com, BitTorrent, Creative Commons, and business models that use file sharing and how artists and other creators of intellectual works can get paid for their works in a world of unlimited file sharing.
WCBN – Interactive Technology Interview – Part 1 – 2006 Dec 19
WCBN.org radio University of Michigan Ann Arbor
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Predictive Innovation: Core Skills Book
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