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SIDHARTHA ROY FOUNDER CITE.CO
Views through my lenses and nerves.

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Wilson Miner - When We Build

http://vimeo.com/34017777
An exceptional talk on media and human perceptions. The tools we build that change our environment and changes things. By Wilson Miner

The Business of business communities - rant 1

Anyone who wants to create a business platform dreams of a global platform which does everything a business requires to run.

One of the first lessons computer science teaches us, is about “information overloading” - I still remember the page describing it with boxes of text - one with a couple of boxes with some text, and one with many boxes with lots of text.

And because of this, until we humans are able to genetically modify our brains to consume tera bytes of data with a single glance - there will always be divisions of use cases by brand.

Unless of course someone can design a beautiful way to categorise the thousands of locations, jobs, trades, interests, procedures, government policies, connections… and a hundred other heads - and know which would interest me exactly at this point.

The “what interests me at this point” is the key and at least my mind has associated brands to each of my needs…

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Happy Ending

Someone died recently - made me wonder how I would like to die. There would be a news snippet - “Couple struck with lightening - instant death. This happened right outside the ceremony hall where their son had just won the noble prize. They were also the first couple to complete a marathon at the age of 100, 15 years ago.” That would be just swell! :D

Is value of a social network based on social ties & lucrativeness?

This is all based on my “use case” speculations. For me the social ties follow this progression based on strength of social ties - 10 being strongest 0 being weakest:

Social Ties  (stronger ties = weaker platform)

Facebook - Friends and Family [3 points]
Twitter - People I like / find interesting but have low/no social ties [5 points]
Linkedin - People I’ve met once or have worked with - weak social ties [10 points]

Linkedin

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The neolithic man could only grow colonies of 150

image

An interesting quote from one of Paul Adam’s talks - he talked about how our brain hasn’t quite coped up to the barrage of social connections. We still have 4-5 strongest ties to about 150 weak ties.

Apparently the Roman army was divided into groups of 150 - so there would at least be weak ties and they would, when needed, support each other in battle.

Science Of Persuasion - Reciprocity, Scarcity, Authority, Consistency, Liking & Consensus.

Animation describing the Universal Principles of Persuasion based on the research of Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University.

Dr. Robert Cialdini & Steve Martin are co-authors (together with Dr. Noah Goldstein) of the New York Times, Wall Street Journal and Business Week International Bestseller Yes! 50 Scientifically Proven Ways to be Persuasive.

26th April 2013 - India Internet Day organised by TIE. Cite.Communities was one of the showcased innovative startups. We had to give a short presentation to about 400 delegates. The slide in view describes that the network has served over 100 Million unique professionals over the last 6 years.

Digital Vs TV advertising

The reason why digital advertising is seen as less effective than television is because IT IS less effective in the current form.

Theory: the more people can mould the content of the medium the lower the effectiveness of static interruptions.

Here are some examples - when the tv remote didn’t exist - tv ads had a bigger audience and effectiveness. Now, TV ads have become short stories which engage and entertain users. The ads had to adapt to the remote.

Online, the users have the power to change the content - with voting, with comments, with sharing on social media - and that is what we as publishers aspire towards. But this reduces the effectiveness of advertising or the brand building ability of the medium.

Imagine that you are on the potters wheel and have just sat down to create a pot… and notice a stone in the clay. Your immediate reaction is to pinch that stone out of the clay and throw it away. Now imagine the stone is shiny - you look at it - realize its unusual and stare and engage with it.

That is what online advertising copy does - good copy creates engaged users. This is what the digital advertising is still running on and I believe its a very half baked attempt at exploiting the true potential of this medium.

Now imagine yourself at a museum and you see a clay pot made by ancient indians - you marvel at the colours, the shape and the placement of the… stones!!! This is why curated static content is more effective online.

This is human nature - the more you are allowed to fiddle with the creation the less effective the details become unless they change with the creation itself.

Online display banners today are like stones which you would rather not have - what they need to become is part of the content which engages and entertains users. They need to adapt to the online medium and not follow the print magazine style of yesterday.

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