Thursday, August 31, 2006

Social News Websites and Engagism

I've noted in recent weeks that a number of social news websites (digg.com, netscape, etc.) are among the fastest growing on the internet. Now there are actual real live jobs being created as a result of this growth, and I don't just mean in the venture capital world. Some sites are now paying active contributors for surfing the internet and "digging up" entertaining and/or thought provoking stories and information. The jobs have fuzzy job descriptions (some call them "social navigators" or "cool hunters") and the work sounds, on the surface, pretty easy. Search around the internet, find stories that other people will find interesting, post them on one of the social newsites. What's key, though, is beyond having the ability to navigate the web pretty easily, these newest members of the workforce must have the ability to know, intuitively, what stories other people will find interesting. In other words, they must have a sense of what is engaging. As Jason Calacanis at Netscape puts it "This is a new field, in some ways, a new talent pool."

Now that this kind of work is becoming mainstream, people are specializing in certain areas of cool hunting. They may be known as a specialist in food stories, or stories about technology. While this approach is not without controversy (social news site purists believe it's wrong to pay people for this kind of work), what this development really demonstrates to me is that there's a whole new world out there in terms of the kinds of jobs that engagism will create -- and the types of skills needed for those jobs.

To read the article go to http://www.washingtonpost.com/wp-dyn/content/article/2006/08/25/AR2006082501308.html

Tuesday, August 15, 2006

Three really interesting tidbits

First of all, my husband and I are getting on a plane tomorrow for two weeks of much needed vacation. So naturally, it seems like the commercials for "Snakes on a Plane" are EVERYWHERE. And why are they everywhere? The marketing and subsequent hype over this really, umm, interesting looking movie demonstrates all the marks of an engagist culture. This movie is being discussed everywhere -- on blogs, on webcasts, at comic book conferences, on television and on fan sites. Incidentally, how can there be fans before there's a movie? In fact, that's something really intriguing about marketing in this engagist culture -- successful advertisers know how to reach out to consumers in a such a way as to make them part of the story BEFORE the movie or other content even comes out!

Second, along these lines, I saw that Microsoft is delivering new software with its XBox that will allow users to create their own video games. Although there is certainly a fair amount of software that doe sthis already, it will be interesting to see the impact that the 800 lb gorilla will have in this engagist practice.

And speaking of 800 pound gorillas, did you notice that Yahoo and Walmart are putting together a virtual catwalk and fashion show. This contest puts Walmart's fashions on user's avatars. The winners get Walmart gift certificates, and their avatars can strut their stuff in a fashion show. I predict virtual pet fashion shows will be next...

I'll be away for the next two weeks, drinking wine and enjoying the good life in Napa Valley. I may blog once in a while, but maybe not. If you miss me, check back in early September!

Friday, August 11, 2006

When the 20-somethings are doing it...

... you know you're on to something.

Business Week has a fabulous article in its August 14th edition on the new "Valley Boys." These are the wonder kids of Silicon Valley that are on the way to make millions of dollars every time they breath. The websites these 20-somethings have put together (Digg.com, PayPal, MySpace, FaceBook, etc. etc.) are among the fastest growing on the internet.

What is most interesting about these sites, from my perspective, is they ALL have that "Web 2.0 thing" going on. They engage the user by allowing them to create their own content wherever, however and whenever they wish. Digg.com, for example, allows users to "dig up" interesting stories that are then rated on the site based on how many people found it interesting. It's being touted as a the practical application of Google's rating mechanism based on links. I think it's more appropriately called the "engagist" application -- allowing consumers, not computers, to decide what they want to read.

Also compelling is the fact that many of these sites will be supported by ad revenue -- more important, ad revenue that recognizes the new environment. These ads are not pushy and are more targeted toward the individual subscriber. And, as Business Week points out, Digg.com subscribers are in that demographic that the marketing world "salivates over" -- the upper middle-income adult (or as much of an adult as we can be with 20 years olds running the world).

Engagism isn't coming folks -- it's here. And if you want to be successful, you better understand what it's all about.

Access the article here: http://www.businessweek.com/magazine/content/06_33/b3997001.htm?chan=search

Wednesday, August 09, 2006

New Devices that "Get" Engagism

Sony is coming out with a new device (the "Mylo") for instant messaging and other Internet-based communications. Yes, I know, that doesn't sound particulalry new. However, what's interesting about this gadget is that it's not a cellphone and does not require a cellular subscription. You just carry it around with you and whenever you hit a wi-fi spot you can IM or browse the Internet. You could even conceivably check e-mail through your web-based interface. It meets the engagism criteria in a variety of important ways -- it's portable, multi-purposes and interactive. Plus, users aren't forced into a restrictive cellular plan, allowing them to make choices about where, when and how they want to use it.

I also think it demonstrates some of the characteristics that Chris Anderson is talking about in the Long Tail. There is definitely a niche market of users that don't want their cell phone to be all things -- or that want to have the option of a slightly larger and more keyboard friendly device for IM'ing and the Internet without the hassle of cell phone companies. By pulling out some of the key uses of a laptop and putting them into a separate, much less expensive device, Sony is responding to the needs of people in that part of the tail. It will be interesting to see if it pays off!

To learn more about how technology promotes engagism, check out chapter 2 of my thesis at http://www.engagism.com/2techescape.html

Friday, August 04, 2006

NYT Article on Brand Underground

The NYT Magazine ran a fascinating article entitled "The Brand Underground" on July 30th. You can access it here: http://www.nytimes.com/2006/07/30/magazine/30brand.html?_r=1&oref=login

Basically, the author talks about a growing group of young and incredibly hip people (neither description applies to me any more) who are managing to turn their lifestyle of just being young and hip into a business. But believe me, these aren't the Paris Hilton's of the world. No, Rob Walker looks at three specific "brands" (primarily expressed through t-shirt sales) that have been created by people that most certainly did not come from a background of wealth and privilege.

These individuals are similar to the one's Malcolm Gladwell describes in his book "The Tipping Point," as mavens. These are essentially the mavens of cool and their indie, counter-culture t-shirts and accessories are sought after by those who want to remain clearly and emphatically out of the main stream. Walker explores the troubles these individuals have in staying out of the main stream, especially as they go through the process of finding manufacturers and getting their wares into stores (or opening their own).

Also of note is the idea that ". . .the primary goal that binds togehter all the disparate entities of the new brand underground is independence: the Next Big Thing will be a million small things." This sounds an awful lot like Chris Anderson's "The Long Tail" theory...

Perhaps the most important point, from my perspective, is the idea that ". . . instead of dreaming up ideas to attach to products, they are starting with ideas and then dreaming up the products to express them." Essentially, these kids are immersed in the highest form of "engagism," which I identify as creation. In other words, as we get more and more involved in a particular type of content or activity, we feel the urge to create something of our own. That's exactly what these "mavens of cool" are up to.

You can read about this idea of engagism / creation at http://www.engagism.com/5engagism.html Just search on the word "create"

Tuesday, August 01, 2006

Tool Technology versus Entertainment Technology

I have been toying with the idea of tool technology versus entertainment technology. By this I mean the distinction between technology that we use as tools (such as getting from place to place, improve our vision or communicate across long distances) and technology that we use to entertain ourselves, like DVD players, iPods and video games.

What makes the Internet, computers, cell phones and all modern technology so powerful is that many of these devices combine the best (and in some cases the worst) aspects of “tool” technology and “entertainment” technology. Rarely before have we seen technologies that can be used so seamlessly for both purposes. Prior to the advent of computers and certain consumer electronic devices, most technology fell primarily into one of the two camps. The automobile, for example, solved the problem of crossing long distances – while many people used it to cross distances for purposes of amusement, the automobile is primarily a tool. The television, on the other hand, is primarily an entertainment technology. While a few enterprising individuals sought to use it as a tool for education, its main purpose is entertainment.

As the line between tool technologies and entertainment technologies blur, consumers are beginning to expect that all of their devices – even those that are primarily “tool” oriented – have an entertainment component. Imagine, for example, buying a car these days that does not have a CD player, much less a DVD player for passengers, an MP3 input, a GPS device and a docking station for your blackberry. Consider, too, the fact that we have refrigerators with TV screens and our cell phones (originally used as a communications tool), can be used to take pictures and watch videos.

I think this melding of tool technology and entertainment technology is related to engagism. People expect to use their devices, regardles of their original "category" to engage in content and ideas -- and if their devices don't provide that capacity, they won't use them. I'd love additional thoughts and examples from anyone who wants to send them.

Henry Jenkins' upcoming book "Convergence Culture" will consider these ideas and far, far more (and, much more eloquently). The book is coming our in the next week and can be found on Amazon.com. You can check out his blog at www.henryjenkins.org