2011 03 22_kynetx1
DESCRIPTION
Slides from a keynote I gave at Kynetx Impact 2011 in Salt Lake City on 22 March 2011.TRANSCRIPT
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Challengesin The Live Web
during its Paleozoic
22 March, Kynetx Impact
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<——We are here ——>
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How do we geta full shift in power?
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Are we super-empowered yet?
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Cluetrain + Hughtrain
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2004
Plugs for Hugh:
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This stuff is no differentin the Social Era
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“Social” has gotten scary.
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Does Facebook make you “super-empowered?”19
Do “loyalty programs”empower you?”
Every card, every program, is a customer trap.
Many programs are run by customer relationship management (CRM) systems.
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Check the verbs CRM uses:“target”
“acquire”
“control”
“retain”
“manage”
“lock in”
“own”
This is the language of what?
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Our systems are biased against relationships between equals.
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That’s what client-server does:
Server
Client Client Client Client Client Client Billions more
Think of a Web serveras one of these:
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Server
Think of a Web clientas one of these:
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Client
Now think of client-serveras this kind of relationship:
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Client
Server
In the Web marketplace,it looks like this:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Each company has its own setof cow-calf relationships:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
CRM is a $16 billion part of the Industrial Egosystem:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
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Client-server also causes weird legal effects, such as this stuff:
You agree we aren't liable for annoying interruptions caused by you; or a third party, buildings, hills, network congestion, rye whiskey falling sickness or unexpected acts of God or man, and will save harmless rotary lyrfmstrdl detections of bargas overload prevention, or in the event of random siding management retrenchments, or Elvis leaving the building. Unattended overseas submissions in saved mail hazard functions will be subject to bad weather or sneeze funneling through contractor felch reform blister pack truncation, or for the duration of the remaining unintended contractual subsequent lost or expired obligations, except in the state of Michigan at night. We also save ourselves and close relatives harmless from anything we don't control; including clear weather and oddball acts of random gods. You also agree we are not liable for missed garments, body parts, or voice mails, even if you have saved them. Nothing we say or mumble here is trustworthy or true, or meant for any purpose other than to feed the fears of our legal department, which has no other reason to live. Whether for reasons of drugs, hormones, gas or mood, we may terminate this agreement with cheeful impunity, and there’s not a damn thing you can do about it.
Accept.
These “agreements” are called “contracts of adhesion.”
They nail one party down…
While the other is free to change anything.
And, because of the way client-server works,
Use = Agreement.
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That’s whyevery iPhone user sees this:
…and has no choice but to agree, if they want to keep using their phone.
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Online, customers have no more power than sellers give them.
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Like all corporate systems, CRM lives on the inside.
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Client
Server/
CRM
“Social CRM” is nice:
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But Social CRM systems are stillthings the server runs.
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Client
Server/
CRM
Solution: the Live Web
The “World Live Web” was first uttered by the guy on the right:
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Allen Searls
David Sifry
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VRM — Vendor Relationship Management
— Is how each of us manages relations with them…
at least as well as they think they’re relating to us.
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VRM is a counterpart of CRM.
VRMCRM
It can work together with CRM.Or without it.
Either way, sellers will have to deal for real with empowered customers.
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With VRM, the individual is the point of integration for his or her own data.
… and the point of origination for what’s done with it.
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Here is someof what we want VRM to do.
Reform retail by giving customerstheir own tools of engagement.
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Add new forms of signaling.Such as: r-buttons:
The red button on the site’s side is a signal that says,
“We’re open to dealing with you on your terms.”
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Issue a “personal RFP” to whole markets, on the fly.
For example, send a message saying you need a 200w 220->110 converter
in Amsterdam on a Sunday afternoon…— without giving any more than the required information.
Scott Adams calls this “broadcast shopping.”
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Develop legalsolutions for users.
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Manage our ownhealth care data.
Develop 4th parties,to assist demand.
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So, for example, with hotels…
Fourth parties can represent, intermediate, or otherwise help out.
So, as this business expands…
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Let’s look at some newVRM life forms.
This is our Cambrian Explosion.
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Open SourcePersonal Data Stores:
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New ways for customersto relate in live ways:
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VRM businesses:
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Companies and projects talking VRM in the last 2 weeks:
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Front burner, right now:
So help us out.
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Let’s talk.
http://projectvrm.org
@dsearls
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