Envisioning and shaping the future of work and business.

Friday, June 27, 2008

This week in links - week 26, 2008

From an article in AdvertisingAge called "Social Networking Will Go Mainstream" by David Armano:

I like to think of my multiple networks as my "social system" (see diagram). The ones that add long-term value are the ones I maintain.

As social networks become mainstream, it will be business as usual. We'll log onto our network of choice, just as we log onto e-mail and sift through the spam. And we'll be making up our minds about brands and people along the way. Those who spam us will become a nuisance, something to tolerate. And those who make it worth our time will be rewarded with our trust and maybe even loyalty. As marketers and individuals, the choice to add value or generate more noise is ours to make.

"Can Cloud Computing Actually Save the Internet?" by Ron Miller:

Given that all the transactions are actually crossing the internet, however, it would make sense that it would simply add to the increasingly clogged byways of the internet. But when I spoke to representatives from Google and Salesforce.com at the Enterprise 2.0 Conference in Boston last week and asked them about this (in separate conversations, I might add), I was surprised to hear them argue the opposite—that Cloud computing could actually *reduce* traffic.

Both argued in separate conversations that it would actually reduce traffic because instead of moving large files around many times, you are actually moving around references to the files sitting on their back-end servers and most of the heavy lifting would not be on the internet itself, but on the company server infrastructure.

If you buy this argument, you could see where increasing use of the cloud actually reduces the pressure on the internet pipes as people stop moving large documents around using email and instead point to a file on cloud vendor’s servers.

"How Web 2.0 creates value" by Ross Dawson:

Web 2.0 for business
The many applications of Web 2.0 in business include increasing employee productivity with collaboration tools and better access to information, gaining insights into consumer attitudes and behaviours, engaging customers in personal relationships and providing personalised customer service.

Web 2.0 for consumers
Some consumer uses of Web 2.0 tools are to communicate with their friends and family, find out what products and services others have liked and manage their lives more effectively.

Web 2.0 for creators
Creators of art, video, photos, music, writing and more can share their creations, collaborate with others in developing them and get rewarded for their creativity.

Web 2.0 for investors
Through Web 2.0 start-ups, investors can access the fastest growing sector of the economy, establish low-cost trial ventures and reach global markets.

Web 2.0 for innovation
Web 2.0 tools help innovators to collaborate across boundaries and connect their ideas to the global marketplace.


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