December 1, 2009

Chris Anderson on the democratization of manufacturing and distribution

David SparkEvery five or ten years, myself and my colleagues reflect on how much we used to pay for technology and how we’re able to do things we couldn’t do before because it was cost prohibitive.

• It used to be too costly to produce a video, then we got non-linear editing on the desktop.

• It used to be too costly to produce a live television program and distribute it, then we got tools like the TriCaster.

• It was unheard of for an individual to produce and broadcast a 24 hour video channel, but then we got a web tool like LiveStream.

These are just a few examples. There are tons more. Technology and the social web have lowered the barrier for so many things that simply weren’t possible without a huge cash investment. The net result is more people with more talent are able to create more products (e.g. music, games, movies, applications, Internet companies, etc.) just as long as they’re digital. The analog world hasn’t had a chance to see this kind of innovative renaissance, until now, said Chris Anderson, Editor of Wired, during a presentation at the Supernova conference in San Francisco.

We’ve created the model for distribution, now let’s use it

If the past decade was about finding new post-institutional social models on the web, then the next decade will be about applying those models to the real world, explained Anderson. In the video production examples above, cheap non-linear editing, video cameras, and online connectivity democratized video production and distribution, making it affordable to all. And as Anderson argues, when you democratize creation and distribution, you vastly change the world. And while we’ve seen this happen again and again in the digital world, we’re now seeing the trend bleed into the physical world, as Anderson demonstrates with a few examples:

  • 3D Printer

    3D Printer

    3D printers that can duplicate nearly any object, which used to cost thousands of dollars, are now available for $750. Anderson has one in his basement.

  • Access to manufacturers in China that companies like Sony use is now available to everyone using the manufacturer directory Alibaba along with its international real-time communications tool, TradeManager.
  • While it’s still expensive to open up a brick and mortar store, distribution is possible through ecommerce.

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July 28, 2009

Top three trends in social media distribution

David SparkWhile the majority of traffic still comes through search engines, that’s all poised to change with these three trends:

1. Connect your content to existing social networks

Almost every Web 2.0 application and community requires users to sign up and register. If you want to leave a comment on a blog, you need to register, sometimes every single time you leave a comment. With all the times you’ve registered on sites, you probably have hundreds of accounts that you’ve completely forgotten. Instead of creating your own community, simply latch on to existing communities.

Social networks such as Google, Facebook, and Twitter began reaching outside of their four walls and letting any site or content provider use a conduit tool to connect their content to their social networks. Examples include Google Friend Connect (video), Facebook Connect (video), and Sign in with Twitter.

These conduit tools offer quick authentication, commenting, and other conversational features. More importantly, once these connect tools are installed, every interaction a person has with your site can be broadcast to that individual’s entire social network, giving you access to their audience.

2. Distribute content through advertising networks

With fractions of a percentage click-through, banner ads are on the verge of being completely useless. Some companies have tried to attract more attention with pop-ups and animation. In those cases, click-throughs may increase, but that may be by accident. Ever try to close out a window and miss? People do want to click, but not on static advertising. They want to click on information.

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