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Rescooped by Martin (Marty) Smith from social: who, how, where to market
Scoop.it!

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 | Scoop.it
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 (http://scenttrail.blogspot.com/2011/09/internet-marketing-platforms-vs.html ) 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 Scoop.it is to content what Spotify is to music.

Spotify and Scoop.it 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 Scoop.it win. Those who can't will be swept from the field.

Kudos to Clinton Bonner for such elegant thinking.

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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, 2:44 PM

Wow, niche communities around a single song, even.  

Scooped by Martin (Marty) Smith
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Platforms vs. Websites

Platforms vs. Websites | Curation Revolution | Scoop.it

My take on the coming Platform tsunami. Examples of recent platforms: Pinterest, Scoop.it, Hunch.com, Quora and G+. Platforms from our very recent past: Facebook, Twitter, delicous, StumbleUpon, Linkedin. As Amazon (PLATFORM) moves toward 1B pages in Google we are all are in the platform business. Marty

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Martin (Marty) Smith's comment, February 12, 2012 1:47 PM
Thanks Mike!