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Curation Revolution
Curation is the next web revolution.
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Rescooped by Martin (Marty) Smith from social: who, how, where to market!

Spotify, Scoopit And The Rise of Niche Social Nets In Web 3.0

Spotify, Scoopit And The Rise of Niche Social Nets In Web 3.0 | Curation Revolution |
Like all else in business, social media is evolving and entering a new phase where brands are creating exceptionally niche social experiences for their users and members.

Via Dr. Susan Bainbridge, Jekaterina Cernobrovaja
Martin (Marty) Smith's insight:

The Network Is The Computer
Remember when Sun Microsystems proclaimed the network to be the computer. Most, upon hearing Sun's new tag line, either yawned or tilted their head and said, "What?"

In this excellent post from Clinton Bonner on the TopCoder blog we see a future of "niche social nets". Bonner uses Spotify's recent modification to allow social tribes to form around a single song to illustrate how, in the not very distant future; the network will be the computer.

Several years ago when I wrote Platforms vs. Websites ( ) I got it half right. The trouble is I didn't go far enough. Platforms like Spotify are really tools that allow other platforms to develop. Bonner notes how a social tribe can form around a single song. Here is a great quote from Bonner's post:

"The center of gravity is no longer wholly Spotify, the service and its tentacles outward to Facebook, but instead, the individual song itself becomes the gravitational pull, inside Spotify. The intention is to drive more focused conversations and mid-thread, peer-to-peer recommendations to occur directly in the individual song thread. Of course, the ultimate intention is to gather ever more accurate data on a gigantic user base, and this social step, is a game-changer in that regard.

In my opinion it’s a natural progression to drive these conversations to the micro-level and it begets better, more specific social content around the original content, the song. Recommendation engines will improve, user experience will be altered positively, and again Spotify will now gain even more user data than before that they can use to monetize in a variety of ways."

Paradigm Shift

As Internet marketers our THINKING must shift from proprietary to collaborative (at least at the information level). I remember asking the owner of a $150M catalog company why we didn't "sell" everything. What I was really asking was why we didn't arbitrage everything since, at least at an information level, there was NO COSTS associated with "selling" one more thing.

The Spotify model improves on that idea. With "niche social nets" is it isn't necessary to even "sell" a single thing because the right platform allows and encourages niche social nets to do almost all the work. One could make a good argument that is to content what Spotify is to music.

Spotify and show that the more intelligently we approach the HOW the more exciting becomes the What and Why. When the network is the computer Internet marketer who can think about INFORMATION as effectively as Spotify and win. Those who can't will be swept from the field.

Kudos to Clinton Bonner for such elegant thinking.

Stephen Van Delinder's curator insight, August 11, 2013 12:23 AM

Wow. This is one of the most insightful articles I've read in a very long time...


Okay, I just read it a second time and it's official: my mind is blown imagining all the ways that available technology is about to integrate. I like the golf example. Compare metrics and stats in real time with people on your golfing social network. All the pieces are already in place, and it doesn't take an MBA to figure out how to monetize that idea. 


"Think larger. Social in the coming 3.0 is all about hyper-specificity, gained access, domain sharing, knowledge distribution and re-purposing, and ultimately, innovation acceleration leading us into an era of continuous innovation."


Ironically enough, it looks like social networking is on its way back to being a small niche social site for college kids at specific schools like Harvard. 


I am now following Clinton Bonner on Twitter.

Clinton Bonner's comment, August 11, 2013 8:37 PM
Hi all, just wanted to say thank you very much, rather humbled by your words and really enjoying the added commentary you've all added. Thank you.
Peg Corwin's curator insight, June 22, 2014 2:44 PM

Wow, niche communities around a single song, even.  

Rescooped by Martin (Marty) Smith from The 21st Century!

17 Little Known Social Media Tools You Should Be Using (and Why)

17 Little Known Social Media Tools You Should Be Using (and Why) | Curation Revolution |
Everywhere you look there is social media. It seems that every week there is a new social site launched. To make matters worse, for every social site launched, there seems to be two or more services created to measure, track and monitor that service.
Via Dr. Susan Bainbridge
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Rescooped by Martin (Marty) Smith from Just Story It! Biz Storytelling!

Stories And Their Triggers : Perception, Language, and the Web

Stories And Their Triggers : Perception, Language, and the Web | Curation Revolution |

"The reality is that we never perceive a story exactly as it’s composed. As people read, they fill in, flesh out, and fine-tune our stories.

 There are lots of reasons for this—maybe they began reading part of the way through, are only skimming half of what we’re saying, or reading something in a different context than we think we’ve provided. 

Comprehension is the reader’s half of the story. And we create it through two psycholinguistic mechanisms: inference and coherence."

For anyone who has wanted to know about how story triggers work in more depth and detail, then this article is for you.

As the authors explain, it's all about inference and coherence -- two activities that occur in our brains.  This is very useful information to know and understand when working with stories in social media or distributed channels.

This article is not for everyone.  But if you are interested in mastering story triggers, then here you go!

Via Karen Dietz
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