Keynote: Clay Shirky, Author of Here Comes Everybody

Aug 11, 2009 • 12:00 pm | comments (0) by twitter Google+ | Filed Under Search Engine Strategies 2009 San Jose
 

Below is live coverage of the Keynote: Clay Shirky, Author of Here Comes Everybody from the SES San Jose 2009 conference.

This coverage is provided by Barry Schwartz of the Search Engine Roundtable.

We are using a live blogging tool to provide the real time coverage. You can interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Keynote: Clay Shirky, Author of Here Comes Everybody(08/11/2009) 
9:03 Barry Schwartz:  Okay, I am here, the keynote with Keynote: Clay Shirky, Author of Here Comes Everybody
9:05 Barry Schwartz:  Crazy story, I was on my way to Bloomberg's sattalite office to do an interview about Google's recent "caffeine" changes   but timing was mixed up and I had to turn around
9:07 Barry Schwartz:  Mike Grehan is called up now
9:08 Barry Schwartz:  He explains he is now the VP of these shows
9:08
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9:09 Barry Schwartz:  He thanks Matt McGowan
9:09 Barry Schwartz:  Mike then talks about his first book on how search engines work and link structure.
9:12
Barry Schwartz:  He continues to introduce the conference...   Still waiting on keynote...
9:16
Barry Schwartz:  Now, he introduces Clay Shirky
9:17
Barry Schwartz:  Clay starts...
Idea of the book is "group action just got easier"
9:18
Barry Schwartz:  The new signal is the change in user behavior on how these users meet these new technologies
9:18
Barry Schwartz:  HSBC recruits new customers (the bank)

They specifically go after college grads and they sign up 1,000s of customers
9:18
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9:19
Barry Schwartz:  Then a news article goes up "HSBC breaks interest-free gradute promise"
9:20
Barry Schwartz:  HSBC didn't think about Facebook
9:20
Barry Schwartz:  This guy puts up a Facebook page named "Stop the great HSBC Graduate Rip-Off!"
9:20
Barry Schwartz:  Here is that page http://www.facebook.com/group.php?gid=2371122959
9:21
Barry Schwartz:  It gets thousands of members and they begin to share notes on the issue
9:21
Barry Schwartz:  They figure out ways to figure out a work around and then they create protests, which generates more protests.
9:21
Barry Schwartz:  Then they go to London and do a real-live protest, it didn't happen b/c HSBC caved to these socialmedia folks
9:23
Barry Schwartz:  This shows you how powerful Facebook is and it is much different than previous ways to go about it
9:23
Barry Schwartz:  "Every URL is a latent community," he said.
9:23
Barry Schwartz:  "We are living in the middle of the largest expansion of expressive communication"
9:24
Barry Schwartz:  He then goes into the history of media Cool
9:27
Barry Schwartz:  Computers and phones are symetrical (you talk and listen)
9:28
Barry Schwartz:  As media becomes digitized, the Internet allows you to deliver it all
9:28
Barry Schwartz:  (1) Many to Many
(2) Symmetry
(3) Media in same landscape

Are three main changes that we see in media
9:30
Barry Schwartz:  It is not just about the technology, it is more about how people use those tools or technology
9:31
Barry Schwartz:  Josh Groban got his audience through the internet
9:32
Barry Schwartz:  Girl Grobanites (his fans) were hanging out on his discussion boards
9:32
Barry Schwartz:  These Grobanites wanted to raise money for charity for his birthday

9:32
Barry Schwartz:  They raise 12k and write a check
9:32
Barry Schwartz:  Then the Grobanites decide to raise money at every Groban event
9:33
Barry Schwartz:  So then they decide to do an online version of this auction
9:33
Barry Schwartz:  16k they bring in, more than 10x what they raised in person
9:33
Barry Schwartz:  They keep doing these auctions over and over again
9:34
Barry Schwartz:  In the 1st year, they raise 75k
9:35
Barry Schwartz:  They come up with the Josh Groban Foundation, it is just an RSS feed web site, with a donate button
9:36
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9:36
Barry Schwartz:  Then they decided, the Grobanites, that they want to break off and do a less professional org to do this, so they made a new site, a less professional web site.
9:37
Barry Schwartz:  This is the site they made http://www.grobanitesforcharity.org/
9:38
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9:39
Barry Schwartz:  What we see is that in some cases, paying people to do things, sometimes kills the desire for those volunteers to do those actions
9:39
Barry Schwartz:  There are motiviations:
(1) feel autonomous
(2) feel competent
(3) feel connected
9:39
Barry Schwartz:  Paying people might kill these motivations to do this
9:40
Barry Schwartz:  They thank people by name, each person, by name, on this page http://www.grobanitesforcharity.org/ty/
9:40
Barry Schwartz:  Thanks is the "coin of this realm" the currency for these volunteers is a thank you
9:41
Barry Schwartz:  Ask youself, when you see things like this, "Why is this new?"
9:44
Barry Schwartz:  There are certain things that "can't be part of the market"
9:44
Barry Schwartz:  If you have a nice date, it is okay to send flowers the next day, but not to send the money the flowers would cost, he said.   lol Laughing
9:46
Barry Schwartz:  This is a great session on "social media" but trying to connect it with "search"
9:47
Barry Schwartz:  FYI, I know many of you are reading this live blogging, you can comment with questions or feedback.
9:50
Barry Schwartz:  He shows more ways to use blogging, videos, etc to talk about real time events, to blow apart media
9:50
Barry Schwartz:  She is not a journalist but became the go to news reporter for a specific news event
9:52
Barry Schwartz:  There is no professional media company that would see their readership go up by 30000x and then tell those readers to buzz off, but bloggers do that all the time.
9:54
Barry Schwartz:  How do you harness this?   Well, don't have your PR people do this, b/c people will see through it.
9:55
Barry Schwartz:  FYI, need to run to a MSFT Bing meeting now, but next up are two live sessions 1 How to Optimize for Search and Engage the Community and 2 Always be Testing: Marketing Optimization in Challenging Times
9:56
Barry Schwartz:  Okay closing this down, tune in for next sessions in 30 minutes.
9:56
 

 

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