Back From Web 3.0 -- With Some Problems to Solve
Postcards From the 'Bleeding Edge'
I was bedazzled by the possibilities of semantic technologies within Web 3.0, as described with simplicity by Christine Connors of Dow Jones. These technologies will enable people to create their own personal data sets reflective of how they see the world. I can't say I have a clue about the plumbing of this type of semantic technology, but I now understand some core concepts -- so I am grateful.
I was bemused (in a good way) by the panel "The Evolution of Targeting," which talked about how this next version of the web will allow new levels of targeting based on detailed attributes. The discussion included representatives from a variety of newer targeting technologies. They tried to reconcile the inherent conflict of online advertising, where marketers want to pay only for those people with precise attributes, and consumers want their privacy. This was a bit painful to watch. All agreed to the need for consumer control, but no one had much of a clue what to do.
So while I was befuddled, at least I was not alone. There was an open acknowledgment that there's a long way to go, especially in the areas of trust, security and privacy. There was a vague sense of poignancy centered on the fact that within the very platform presumably devoted to transforming the generic web into a personal web, our very human needs around trust and security are largely absent from the conversation. In the semantic world, Ms. Connors candidly asked for help in creating trust in this evolving data world, fully recognizing the current gap. And as to the issue of trust and privacy in the advertising world, it'll be hard to resolve the challenge so everyone is satisfied. How do people control their information? What is the line between useful vs. intrusive? And so on.
So now that we know a few of the gaps, the question is what to do about it. Some answers emerge inspired by the smart people at the conference (which is why going to conferences is almost always worth the trip). Other solutions involve new ideas about how we approach our digital world.
For instance, back in the semantic world, Ms. Connors suggested that activities related to creating trust in the semantic silo of the next-gen web be centered within the W3C, the respected standards organization. It would make sense for a security company or a certification authority to take the lead here.
As to the seemingly untenable position of marketers' need for precision targeting without violating individual rights for privacy, I'll throw out this idea, possible only because technology lets us turn the ad model around by 180 degrees. Instead of continuing with the existing model, where online marketers push marketing messages to consumers and hope they are relevant, let consumers pull the online marketing messages they want based on their personal (aka human) needs. This would work especially well where the buying process involves the internet, which is to say almost all the time.
It resolves so many of the irreconcilable tensions between marketers and consumers and the benefits are obvious: no waste, no conflict, more trust. Even a guy at a large search company thought it was a good idea when he said, "Judy, start a company." Better yet, though, I can see technology solving this via a consumer "pull" platform baked in with security and privacy controls (I am sure some clever tech company is already on this, and I'd love to hear from them).
Finally, I learned firsthand at the Web 3.0 conference that my hunch about the lack of focus on the human element was correct. It's why I wonder if the name Web 3.0 does more harm than good because it obscures the vision of the next-gen web as the web for each of us. My call to rename Web 3.0 to the Trusted Web is grounded in the hope that if we change the field of vision to the human element, the technology wizards can evolve their ideas within that context.
This is where vision is required. This why this is just starting to get fun.
~ ~ ~
Judy Shapiro is senior VP at Paltalk and has held senior marketing positions at Comodo, Computer Associates, Lucent Technologies, AT&T and Bell Labs. Her blog, Trench Wars, provides insights on how to create business value on the internet.
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But how could this work? Who can act as the "certifier" for the web. Who should "own" telling me who to trust or not on the web. I have become too cynical about letting corporations "play big brother" and push security technology on me that they say will make me safe since we've learned over the past few years, we really can't depend on ecommerce sites or social networks to be secure and trusted.
So my question is where is the innovative "trust technology" that people could use to create trust for themselves in this personal web. For instance, the idea of the ad network would create trust because it would eliminate email SPAM but it sounds like you did not see anything like that at the conference? Are we beginning from a cold start?
Harv
DD
I am a little suspicious of a centralized agency that I am supposed to place my trust into. What kind of system of checks and balances exists to ensure that they are not abusing the information that I would place in their hands? Regulatory control over something as simple as the food supply in the US has led to (for better or worse) a soy and corn economy, not because this is what the population wants or needs but because those lobbies gained a foothold in our trusted agency (the government).
The model you are proposing would have to be able to convince me that serving my best interest is really in its own best interest, and that's a tough sell.
The way we use the web has changed beyond belief in the last 5-6 years, and the way we use our PC's for that matter, myself for example; I have a Facebook account and my CC details are stored on my PC as are my Emails, ok they are 'secured' by passwords but we all know those can be cracked or key logged. As it evolves we are putting more and more sensitive details out there on the web and on our PC's (full names, addresses, friends, family, pictures on Facebook, CC details into shopping sites, Emails with sensitive data) this makes trusting the websites and applications you use VERY important.. one mistake could be devastating. Personally...I would much rather lose my wallet in the street than have someone steal data from my PC, my LIFE is now on my PC, only cash and cards in my wallet, yet I would never hand over my credit card in some run down backstreet store.
I've notice a change in recent years internet users now rate and recommend sites and applications to each other – especially friends recommending websites and applications to each other. – some websites now get more referrals from Facebook and other social networking sites than from the search engine giants like Google and Yahoo! If a friend recommends a website to you, it instantly becomes trustable (assuming you respect the friends intelligence) personally I think this could be the key moving forward.
Think about it; what if myself and all my friends (and friends of friends) have a shared network of bookmarks or website favourites and when I run a search for "black shoes" in Google it checks my trusted network first and shows me websites my friends recommend and have used for buying shoes. This trust would go deeper than the current "safe " certification services out there, they only check the site for basic flaws such as poor security on sensitive data in their data base and flaws in their code, friends go thru the whole experience; buying - customer service – shipping - trying the goods, it's a full test cycle, how many of us to go Amazon look at reviews on a few items and buy one based on the reviews from people we don't even know, nor do we know they are even genuine reviews, a friends review carry's much more weight for me!
-Charlie
If this is done correctly, the consumer would feel comfortable revealing if they are in the market for a new car or a new DVR. They would also have control over who could see this information. Some information is revealed to friends, and other information can be thrown out the way people choose to reveal facts on Facebook, LinkedIn, etc.
That's the blue sky vision of where this could lead, anyway.
- Gus Venditto
http://www.twitter.com/gusvenditto
However, I feel that any truly smart and aware consumer will refuse to even begin to trust anything that is targeting them in any matter. Collecting, storing and sharing information whether blatantly, because they would like to be able to better serve your personal needs, or under the assumption of an entity that can be seen as "trustworthy" because it offers a [false] sense of security be it under the guise of advanced privacy controls or anything else should be seen as dangerous. Regardless of intentions, there is always a way for information to fall into the wrong hands. We hear horror stories everyday about identity theft and how hard it is to recover from. About how potential employers are using personal information readily obtainable on the web for a small fee against people just trying to get a job.
I suppose the bottom line is this: With all the cynicism out there currently geared toward corporations and marketers of all kinds, it is doubtful that people will ever see these things as being capable of, or wanting to help look out for their greater well-being. Can the web ever become a trusted marketplace? Personally, it almost seems like an oxymoron.
I can't help but notice one thing about the comments. You all like the idea of trust as driving the next gen web – but many of you are unconvinced it can be done.
I guess this is where vision does come in because a lot of what is needed to create already exists if we merge existing infrastructure for authentication (via PKI) with companies that are certified to be online "certifiers" (these are called Certification Authorities) and add new technologies in areas of content authentication and ID management.
With vision we can evolve the web to be a platform for trusted transactions, interactions and communications. It is a lofty goal but if we don't try – we will surely fail.
Judy Shapiro
The Clute Institute recently published an paper entitled, 'From Push to Pull: Emerging Models of Mobilizing Resources'. It examines the shift from traditional "push" models to emerging "pull' models in terms of how we organize and manage business, and how that shift will affect the way businesses interact with consumers and social activity in the future.
The implications for those in the marketing business are enormous. Whether you're a traditional advertising agency or one of the many creative companies now generating advertising (including digital, talent, design, broadcast identity, experiential and production companies), it means we now face constant reconstitution to meet evolving customer needs. Solutions – the ideas, products or services we provide - will now emerge from changing constellations of creative partnerships. And instead of building infrastructure, we offer insta-structure - the ability to bring the right people together fast enough to meet that need as soon as it is required. The relevant distance to consider is no longer the one between you and your customer but the one between you and the partner you need next. Such nimbleness and flexibility requires a major restructuring of how we think about and organize our businesses, but it's necessary if we hope to mirror the organic evolution of the internet-driven marketplace.
As for consumers, an abundance of information creates choice, choice provides control, and control means we no longer dictate consumer thinking or behavior. Instead we are in a constant creative dialogue, not just with our business partners, but with consumers and our role is to listen attentively. This dialogue will unlock all our futures. Uncertainty defines this process as it relies on the random collision of two previously unrelated ideas. In short, creativity.
We do have one tool at our disposal - the currency of fundamental human values. While the days when advertisers or brands dictated what consumers thought or did are over, values-based behavior is still persuasive because it is timeless, emotional and universal. That is why social marketing in growing and will continue to do so. At its worst, transparency lets consumers see the duplicitous and disingenuous behavior of brands and marketers. At its best, its shines a light on authentic core values, reliably expressed through consistent messaging and behavior. Goodwill is the enduring currency between corporations and customers. A brand's value, appropriately, is increasingly defined by its values. Only then does the networked, virtual world work to our advantage.
Simon Mainwaring, www.simonmainwaring.com/blog