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Travel Well And Prosper

Posted by Ed Reif» on - - 2 comments»

Trend 2007. It's up to us----the well-known media subversives, who have a basic understanding on real-time, collaborative and social technologies.

We don't need to find a pound of profound when we say:

The individual is the new group and the epicenter of social context.


Markets are conversations, and the future is conversational. It all begins with the blogereiti, the new group, Ed Reif calls, the YOUneverse.

In the middle ages of the 1990's, Hollywood acted as the traffic cops, the gatekeepers. The critics went to the movie premieres. They told us thumbs up or down, if a movie was good enough for we, the dumb and dumber public to see.

Rolling Stone Magazine guys went to gigs and told us about the cool bands. They were the ones who got advanced copies of CD'S, books, videos, and games. They were the people in the know, the ones with the connections we needed to get us hooked up.

Those people are jumping out of buildings or at least, on suicide watch. See my post--Dr Evil Sues God, on 83 year old-schooler Sumner Redstone, the same guy who fired Tom Cruise, is jumping off the Empire State Building and hoping that the fall doesn't kill him.

We don't need they, the anonymous no one, to stand between "us" and our stuff anymore...Yet, there is so much stuff out there, that we still need A Few Good Search Engines, A Few Good Bloggers a, A Few Good Cybrarians...and Dummies.

(New) Media is a triathlon event. We like to watch, but we also like to create, and to share. Take Hup
'n Dub for instance: I met Ryan Hupfer, Author of MySpace For Dummies, at Starbucks this week---"We decided that messaging our Top 8 Friends on MySpace wasn't good enough. So we decided to snag a bad ass tour bus, a film crew of our friends and some Pop-Tarts and hit the road to see what happens when the virtual becomes real.".

Doubling down on the watching part is not a sure bet these days.
Hup 'n Dub Hacked it up. Got it out there. Got feedback. Made their presence known and in the process embedded the Myspace and Google message.

Guys---now it's time to monetize your
brand integration,the 21st century version of product placement----and take buzz to the bank. Hup's pro bono unpaid placements represent a house advantage worth anywhere from half a million to a million dollars in potential revenue for these companies.

Collecting "the vig", however is no easy matter.There has yet to be a good business model for the ecclectic digital ethos of Ready. Fire. Aim. There can't be because: it reeks of un-authenticity. All of the existing revenue sharing false starts have one thing in common-- they pay peanuts, because they think DIY(Do It Yourself) and Homemade Shamans are a bunch of monkeys--- when actually it's the 800 lb gorilla in the room! The old school midset is still used to in-house or outsourced expensive, overpaid "professionals" (like photographers charging 500 bucks for the same shot you can take with your camera phone).

Got milk? Who needs the cow?---Volunteering. It doesn't pay. Remember the mantra of the internet. Information wants to be free. User generated contenters are still on the Divine Payroll with lots of good karma. The YOUniverse bears part of the cost of propagating a marketing message. But the message must provide value, be cool and avoid reading like an ad. WOM, or word of mouth, however, must be planned and anticipated. It's all about simple, honest conversations: Giving people a reason to talk about your stuff, and making it easy for that conversation to take place.

You don't have to wait to be discovered; no "after the fact". It is the model you see in Mr Shite Guard I wrote about a few months ago in No Noose Is good News--, the "Wackey Iraqi" who punked history when, without a White House press credential, without a Columbia School of Journalism degree confered, usurped the powers that be, and this citizen correspondent recorded So Damm Insane's (Saddam's) hanging, and posted it on youtube.

We see it in projects like Wikipedia and how mass collaboration changes everything:

Write? Right!Not select, then publish; but publish, then select. It turns the old flat earth approach upside down.U, know better than they, the anonymous none, you know the precise "skill set" you can contribute; and peers then can validate your contribution.

It may have become trivial to publish text, whether by blog or by print-on-demand.Yet, peer review and stamp of approval come after, not before you go publish and "feed" your stories. Peer review is only way for top rate work to get noticed and special interests gravitate towards special audiences.


A new kind of publishing and a new kind of publisher, Blub.com is the water mark. It inspires community. It matches writers to readers (Most are both). It just may just transform the publishing industry for good. It's nano-publishing--- scaled-down, and inexpensive.

In "The Tipping Point", going viral needs Mavens, who know a great deal about a subject; and Connectors people that know a great deal of people. Using the best of our abilities to work within these personalities is key to making an idea "go viral". That's nano publishing.

Veni, Vidi, Velcro. I came. I saw. I stuck around. Veni, Vidi, Wiki...The wiki that edited me.You don't get final cut. Reader involvement is becoming more important. Social Networking works because people are not as jazzed by websites as they are by other people. Connection is the purpose of the web. I meet: therefore I am.

Camera Phone photography has democratised a previously expensive Kodak moment hobby. And we're seeing the barriers to movie-making crumble, with affordable high-quality cameras and video hosting provided by You Tube or Google Video. Don't just think of your cell phone as a phone, or even a camera phone, or even a third screen. It is a desktop to the world---the new "remote control" for your life.



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