Andrea Denaro

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today problem with e.democracy and political communities (part 1)

A few years ago I spent a lot of time thinking how democracy could be evolved by the Internet and how this evolution could impact on our society.

In Italy we have a very bad situation in terms of real democracy and the guilty is not Berlusconi, as everybody all around the world could think, but the entire political class. Nowadays a citizen is not free to candidate himself for the Parliament, but parties are the only authorized to choose candidates. In this way Italian politicians found a way to close access to politic to people not compliant with the System: in Italy politic is just for friends and for friends of friends. In this way Representatives count nothing and the power is strictly detained by the heads of the parties. 

That was why I started to thing about how to change this situation. 

My studies began from what Democracy means and which was the models already known or proposed. I found very interesting and fascinating the Deliberative one, a trade-off between direct democracy and representative, used today in most countries. Also if today, thanks to technical innovations, could be possible to get people real time participation, the completely direct model would be absolutely impracticable in a big society. The deliberative one seemed more affordable to me, but in a second time I also left that approach to get back to a mixed way, depending on cluster size (give me one second, then I will introduce my concept of cluster).

It was autumn 2007 and Facebook was breaking out as 'The' social network; its first apps was just coming out to global success and Twitter was almost a geek phenomenon.

The list of the most interesting web sites that I found in that occasion is here

(Today, after two years, I've given a look for interesting and revolutionary system again: probably people is tired about politics, especially during an economic crisis as we are living now, or probably Politicians don't want their business involved in a web evolution, but it seems that nothing really new has come.)

Analyzing all those experiments I found two major approach: communities and website that aim to substitute, completely or partially, the real political system and those ones that took the activism approach. 

In my opinion both of them were wrong.

First mistake: most of them are not 2.0, they try to create new communities closed into singular websites. They should be completely integrated in existent devices, platform, identities, social networks, and not try to create new ones.

Second mistake: declare war to real politic! Is simply unthinkable that we will ever have a sort of net revolution that overthrow governments wherever in the world, neither in a country like Congo! Politicians are clever and their best skill is to remain attached to their seats as we would say in Italy. Those projects must be integrated in the real world, being a sort of opportunity also for real politicians.

Third mistake: many of them are too complex. We are not lawyers,  we are not senators, we are just citizen interested in our lives.

Fourth (and last) mistake: many of them are too generic, idealist or related to the Highest Systems of the world. First of all we are interested in our everyday and nearest problems, then we think of what will impact on our lives in the next decades.

So the idea of Cluster came to my mind. And what tow years ago seemed scifi, today is absolutely feasible.

Is not to ask people to enter a new community or stay all day tuned to analyze every bill that comes to the national Congress; is to give people the way to interact with other citizens that have similar needs, organizing themselves and then decide. 

Is to make cluster of people and give the instruments to organize their voice.  A crowd of people has no voice, it just make noise; an organized crowd become a movement, become a lobby, become a strong voice.

We already live in clusters (cities, regions, nations, etc…) but most of them are simply based on geography, and our democracy model is build on that. It's just that those clusters are old, are useful for a non-digital world. 

The way to rethink nowadays democracy starts from the way we cluster our needs and our interests. I imagine a sort of dynamic matrix that match my informations with all other citizens and create groups of people based by real need. And just then try to interact with me.

Let me give an example. Probably all my neighbors are in Facebook, but actually I can't know that. Otherwise I would probably ask their opinions on many ideas and suggestions and we would probably organize ourselves in a group of people to gain discounts for utilities, or organize for a local security service and many other opportunities. 

It's my neighborhood, and it's just one cluster! Then, what about myself as a father, as an entrepreneurs, golf player and so on? I'm not interested in any bill in national and local Parliaments, but I would like to influence some of them and I would like to easily find people with the same needs to make my voice stronger! 

[end of part one - second part is planned within next week - subscribe this blog or follow me on Twitter]

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Filed under  //   internet   pensieri   politica   _english  

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the future of Twitter

thanks @loic, I agree on many points on your post, but the real question is "when"

I love Twitter because in my opinion is the most important example of crowd sourcing and collaboration ( http://www.andreadenaro.com/the-real-nature-of-... )

I just believe that the model will dramatically change really soon. The problem of Twitter is this: the more success it has, the less useful it is!

Following to many people is un-useful and being followed by too many generic people, is un-useful too. On one hand it's important that many people come in Twitter, but on the other it has been designed for small groups. If all the people on the web would register, you would just have the entire Web by itself. 

And then you would need back Google!!!

We are just a the beginning of the Real Time Web and Twitter it is just the first player.

PS: I totally agree on how Twitter will influence languages and behaviors. In Italy, where SMS have been a massive tool for years, also before many innovations (like the way to send more160 chars).

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Filed under  //   future   internet   twitter   _english  

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The real nature of Twitter between collaboration and crowdsourcing

This is a translation, for my English speaking friends, of a previous post written in Italian.

We everybody speak a lot about Twitter, often thinking it as a generic social media and many of us, that doesn't know it, mistake it as a sort of Facebook, especially here in Italy.

After have been using it for about one year, my ideas about this platform, that still be in continuos evolution, are clearer.

The first word that comes into my mind is Crowdsourcing: the super major part of Twitter's useful contents are web page recommendations (it's not a case that the most followed accounts seems to be a sort of press release service). It's the People of the Web that sound and narrate the bottom of the Web. It's the perfect antithesis of Google: Twitter is push, Google pull; the first one strikingly take you to the real world, the second is purely virtual; Twitter brings out the value of the People and cannot exist without them, Google try to replace human efforts interpreting and prevent their needs. Is the web 1.0 vs 2.0 (or maybe 2.0 vs 3.0?)

May I'm mad, but I found incredible how, after 10 years spent trying to invent the most intelligent search engines, we are back to the anthill model, where a lot of small ants do their job making efficient the Environment.   

I follow 400 people every day. They are a lot of small (great!) surfers that sound the bottom of the Web for me, looking for the most interesting contents. Since when I use Twitter, I'm not joking, I learned a lot of really useful thinks, read very interesting articles and developed an ablosultely more complete vision of the whole world. 

A sort of collective and common intelligence and knowledge.

The concept of Collaboration has also another consequences: for example it introduces a different social economy, newly based on barter (I give you extra-value information if you follow me, increasing the value of myself within the Community).

To complete this vision I suggest you two book (quite famous) that now, in Twitter era, are relly more tangible and actual:

Now the next point is to understand the real value of knowledge in this world, where in just few minutes you can discover everything you need. Knowledge has become a commodity, accessible by everybody in every moment. So the power is not to know, is to know how to use.

Wins who is able to quickly create and recreate schemas that combine informations, trying to create new ones not used before.

Andrea Denaro


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Filed under  //   collaboration   crowdsourcing   Google   internet   schema   twitter   _english  

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doing a twitter friendly web page

Many famous websites that are speaking about social media are not twitter (and share) friendly. That's very funny!

Take http://blogs.forrester.com as example. As you probably know, Hootsuite and many other tools get the page title and post it as message body. 

Now I'm trying to share Yahoo! Takes Baby Steps Toward Much Needed Search Improvement on my Twitter feed using Hootlet or Diigo, it appears as shown below:

That's really nasty! I have to go on the page, copy the title o re-write by myself. (to be honest this is bad approach also referring to generic SEO)  

Other website, such as Mediapost, optimize the page title using a mix of site name, menu, content and date. This is easier to manage, because I just need to delete some words. 

The most twitter friendly approach is used my Mashable, probably the best site on social media. The page title is made only by the article tile. 
In this way I just need two click to share it with my friends. 

They understand how mush is important to have a better user experience, than having some low value impression on twitter.

 

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Filed under  //   internet   marketing   twitter   _english  

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Real time web and content expiring

This post follows this old one (http://www.andreadenaro.com/scheduling-the-live-web ).


The Real-Time-Web opens a new scenario also in terms of how long any kind of content could be considered valid. People share news and knowledges so quick, that is really difficult to understand what is actual and what is old.


After have been working for 9 years on the Internet, I use to consider old any kind of book that has been published more than one year ago: after one year, if something was good, I should have already heard about it.

After being on Twitter, I am starting to consider old any article found on the Web older that 2 months.

(Probably I definitively became crazy!)

Period
Expires
Media
< 1900
centuries
print
1900 - 1990
decades
radio/tv
1990 - 2008
years
mobile/web
2009 >
months/weeks
real time web

Is also very interesting how ideas go from person to person: years ago there were leaders teaching to masses in a pyramidal approach with different levels on interaction; knowledges and contents need a medium/long time to be acquired. Also advertising was planned in an organic way.

Now the model is absolutely horizontal, fluid and instantaneous. Somebody call it pulse, I call it also flash, that like spark could (or could not!) start a blaze that spreads all over the Web. 

As a fire, once it burn, it can't come back (people want always new things and are not interested in old ones).

Andrea Denaro

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Filed under  //   internet   real time   _english  

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Vodafone USB modem K3760 and OSX Snow Leopard: finally it works!

English users please read here how to do.

Per prima cosa scaricare l'ultima versione del software Vodafone (qui la lista di tutti i modem, invece qui il link diretto al K3760) che tra l'altro permette anche di inviare sms.

Potrebbero uscire degli errori, ma non sono importanti e potete ignorarli accettando. A questo punto bisogna riavviare il computer.

Fatto questo sono andato a scaricare i driver specifici aggiornati del modem http://www.option.com/en/support/software-download/. Per scaricare è necessario indicare il codice IMEI che si trova nascosto al di sotto della SIM card: è necessario quindi aprire la chiavetta, estrarre la SIM ed a quel punto si legge il codice IMEI (un quindicina di numeri).

A questo punto ho riavviato una seconda volta il computer.

Al riavvio magicamente tutto a ripreso a funzionare!

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Filed under  //   Apple   Snow Leopard   Vodafone   _english  

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The Internet is everything but virtual; the Internet is Real

A long time ago, we used to say "the Virtual world" when speaking about the Net and I remember long debates on how the fake life on the Web could create problems to the people and to the entire society. 

We were wrong. 

The Internet is more real than every other think.

Is real because is made by Real People and real friends,
because it is in Real Time,
because it affects the Real Life (the everyday real life).

Everyday and everywhere.

It is real because it's made by Real Sentiments and Real Emotions,

Nine years ago, when I founded dnsee I used to say many adjectives like digital, virtual or interactive to clearly explain what my business was related to.

Today I probably should say that dnsee helps companies to enter the real life of real people. 


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Filed under  //   business   dnsee   internet   marketing   pensieri   real time   strategy   _english  

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Definitively convinced: real time web opens a new era

The first time I started to use Twitter, it was not clear to me how my life was changing. The real time web paradigm gives us enormous opportunities to interact with people and give them new services.

Actually I'm working a lot on online reputation management. The basic service is easy to understand: monitor how people talk about a brand or a product. But after the first projects we are understanding the real power of those instruments and how many areas are potentially involved: from CRM, to Advertising, to sales automation and forecast.

I'm really excited about how dnsee is moving on these new trends, working on new strategic visions and challenging proposals! 

And we are just at the beginning!

I believe that in the next decade the way we live and interact with every service/company will dramatically change. 

And will change better!  

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Filed under  //   internet   real time   _english  

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Why Apple is making wrong choices with the new Ipod nano with camera


I just took a look to the new Ipod Nano. As Apple says it introduce 3 new main features: camera, Radio and 
Pedometer.

Adding Radio was a great idea (and is very nice to be able tag music!); I also agree on the pedometer because it's a nice feature for many Ipod owners.

What I don't understand is the camera. 

Recently I read the story of Pure on Wired, the cheap digital camera which is selling a lot because is goodenough. Like me, many other articles (Cnet and Reuters) saw that adding a camera to the Ipod is an attempt to enter that market.

I don't know what Jobs has in his mind, but as Apple has a really strong Brand, I believe that this is a way to say "I have no new ideas".

Ipod is the best (and the most successful) way to archive, listen and bring music with you. I have two Ipod classic, my wife has two (shuffle and nano), my father has one, my sisters... anybody in my family has at list one ipod. People see the music experience totally related with Ipod. The Ipod is the music. 

The problem with this camera, is about coherence. Today marketing is coherence, expecially for a brand like Apple which is founded on coherence and now, many years later, this strategy is giving enormous benefit to Jobs and his guys.  The camera on the Ipod is not coherent with the music experience. It is to try to give people a one-only device, to be goodenough... It is the contrary of Apple products, which always aim to be the best choice without any arrangement. It is the contrary of Apple's brand values.

Ipod was the new music player experience; Itunes the new distribution system for digital contents, Iphone the new mobile and personal experience;  OSx also, especially for Windows users, was (and still:-)) a new experience... I would expect Apple to invest time and money on new disruptive devices o standards.

I would say that Apple in this moment has a big lack of ideas: maybe they have reached their limits or myabe Apple it is a onemancompany (Steve Jobs) more than what they say to be. 

Andrea Denaro


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Filed under  //   Apple   ipod   _english  

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(Re)thinking on advertising agencies business model

During the past decades biggest agencies spent huge amounts of money in creating local point of presence for each of their brand, replicating time by time the same model based on creativity and production.

Holding more than one brand, works good to let them to have more possibility to win some bid, or work with more than one client in the same industry. On the other hand, the money is strictly and clearly hold by their media center and local managers are day by day less free and more involved in corporate practices.

That model worked good, but until today; for two main reasons: 

1. it is really expensive: you have to hire great professional in any country, you cant really share you experience between experts and teams, etc... 
2. It doesn't take any advantages by the Network.

In this, old, model agencies are not working globally and in my opinion, in the digital era, it must be dramatically rethought.

The idea comes to me while thinking on how could dnsee evolve to the next stage, to 2.0! We are Web's evangelists, we are always promoting the advantages of being connected, but we still hire tens of people here in Rome, we are not able to really outsource the job and we don't take any real benefit of being in 2009!

First of all media consumption is dramatically changing (not yet really changed, it still changing! Think mobile): media planning  is becoming strategic and deeply involved with IT capabilities, social behaviors and experience engagement. Is not buying a 30" during the Super Bowl for the biggest audience, is to create relationship with the biggest amount of users.    

At the top are strategic directors (not creative): those people are so hard to find (and the human interaction paradigm so similar within industries) that it make no sense to try to replicate it locally. You must have a few groups located in strategic cities who are able to share their knowledges within the company, creating an own culture and get real value on that share: it is the exactly opposite of the creative couple. Those team are the heart of the agencies' business for the next decades: to clearly understand what I mean think about R&D for big corporates. They create expertise, they innovate, they go beyond. They can do the difference and it is impossible to replicate tens of times. This is the only added value that a big agency can give to his clients and is the only field in which size (and money) could make the difference.

Yes, the two main keywords are experience and engagement. That given, creativity and technology are just a commodities. The biggest part of agencies business is death: media, creativity and production. As I live in a flat world, I want to pay the best price for the best service. Once upon a time I used to say: good, fast and cheap, just two. Not today. Our life wants good, cheap and fast. And the digital environment make it possible. 

I was saying that nowadays Creativity is just a commodity: if I want the best 30" ad, I am able to buy from the best creative team in that moment for that product. And not always the best idea comes from the most expensive guru!  Technology is a commodity too: we are not required to have the breaking technology, we must be able to dominate the most diffused standards and devices. I'm not saying to fire every art director your agency, I'm just saying that we cannot base our business on that guys, but buy those services from the best offering, internal or external.

The key, in this new model, is the process. It must be totally redesigned to be 100% plug&play, where what you plug in are external and internal services and expertise. You must be able to plug in the best creativity or technology or any other service at the right moment and in the right place without impacting on the project. 

The World goes fast, good agencies must be faster. In this vision agencies become more similar to consulting firms, at the top of a global and multidisciplinary projects. Globally they hold the project, managed by accounts that are like project managers and have the skill needed to manage complex problems. 

What locally they must have is the distribution: a few and really efficient people able to quickly distribute ideas, media and programs to local markets.

Then comes knowledge management: it is absolutely fundamental to share experience, expertise and works. On the contrary what I see is competition between local offices; this is completely wrong. Those big conglomerate of brands and office are not building cultures, they are just selling content to fill super expensive ad spaces. They should invest their money on building a social environment in which each hour spent on any project, must add value to the whole. It is to evolve, not to re-invent (the same think, every time, in every place).

This model cuts dramatically costs and gives a great efficiency to the system in its totality.  

On the other side, what the market will still need are super specialized shops that must remains agile and smart to quickly readapt themselves  to market adjustment. 

Some years ago Seth Godin introduced a very nice idea for the new marketing era: marketing must be in the product, not based on. Well, that was a good insight. But today the scenario maybe is clearer and we are required to create marketing products, not just campaigns. 

So the new era brings new specializations:

- social media (really related to Sociology more than pure Marketing)
- user experience
- content architectures 
- Cloud specialists

and so on... 

I love how some companies seems to ride those new waves: IdeoRazorfish and some other are building their business on new personal ad singular culture. 

On the next post I'll go on explaining how local and independent agencies should approach the next decade. Subscribe this blog to be updated or follow me on Twitter

Andrea Denaro

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Filed under  //   advertising   agency   creativity   dnsee   internet   marketing   technology   _english  

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