I just wrapped up a nine-day swing through California, the majority of which I was in Silicon Valley. Every time I visit the Bay Area (which I truly love to visit) I am always struck by how technology pervades the region much more so than any other. Digerati chatter is everywhere, from the coffeehouses to the billboards that line US 101.
While technology influences all of us, life is different inside the bubble of the Valley. This is why I am glad I get to spend so much time each year in several major cities: Chicago, New York, Toronto, London, LA, as well as San Francisco and Silicon Valley. My travels help me maintain a broader perspective that I believe the Valley sometimes misses. I am increasingly embracing my time on the road because it (hopefully) helps me maintain a wider worldview.
Here's a small example of what I mean. In the gallery below I pulled together the welcome screens that grace some of the more popular social networks and communities on the web. As you look at these note how similar the language is - particularly Twitter, digg, Friendfeed and Stumbleupon.
Now try to imagine you're a new user from Bismark or Des Moines who heard about these sites on CNN, would you sign up - and how might you choose? Do these sites only speak to Silicon Valley, rather than the broader universe of citizens they hope to attract? If so, how might this hamper their growth?
That's what's on my mind tonight now that I am back in NY.
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Young Urban Professional
Reader Comments (10)
Interesting thoughts, Steve. I'm a PR consultant, so my first reaction was "Where's the differentiation?" Which then prompts the question: "Who's the audience?" Clearly we have at least two distinct audiences: "pros" who use these platforms to manage their social networks, and "amateurs" who sign up for one because a friend or family member is using it. Different needs and expectations. So are we going to see the current push toward consolidation/integration deliver two overwhelming market leaders -- one targeting pros and the other amateurs?
Take a look at how Posterous describes itself. They cover both audiences quite well.
There is a level of sophistication to garnering value from these services that may be well above the threshold of our neighbors. These folks could not and are not seeking a revenue stream through this digital world if it does not have a monetized means of sustainability. Why would they join? They are not hyper anxious about the competitive nature of staking claims. Is "success" (currently defined as meaning the dollars from investors not customers) based on the same flock moving from site to site testing the waters, standing up and looking if everyone is coming their way, secure in the knowledge that they have their name staked should the party get started. The drop rate shortly after signup for usage from those not making a living from a digital service or presence must be huge for those services that you mention.Not so much chatter about these services any where outside the geographically close digital connection. Granted the socially overbearing folks are having a ball with the megaphone behavior but is it enough and are the rest of us listening after the first few rounds (see "blocking" and "unfollow")This social network may have a more fragmented look to it from the "outside". So why would they join? Where is the value? Is there enough money to support these services until the "D" generation is old enough and values these services enough to pay?So why would they join? What will engage them and tip the value equation ????Good luck all til then and thanks for a great service Posterous.
Most of these descriptions fall short when it comes to passing the Is//Does test. What a brand Is and what it Does. In the descriptions you provided, there is an awful lot of Does, but not so much Is. The Is/Does is very important for emerging products. And very important when talking to the less tech-savvy masses.
Steve, great point and I find the same thing to be true. Technology is so important to web publishing but it is always a means to an end. Many start-ups, and larger companies, forget the fact that good technology facilitates interactions rather than replacing them.
Steve, great thoughts. I know there are a lot of folks out there drinking the "Kool Aid", but there also a lot more who are not. In our small area of the world, most people only use FB, because it did reach a tipping point for going mainstream. What would be really interesting to see is if people had to pay for these products, would they use them? What sort of value are they bringing and what problem are they solving? People in our space get it, but those who are not, what makes them want to use any of them?Business model is so very key for these products. I don't have the answer, but they do need to make money at some point.
This is a highly insightful observation. The two common words seem to be "discover" and "share". As Vincent noted above, there is no revenue stream or business model which could bring ultimate loyalty into question, once the next big thing comes along.
Being able to get out of the bubble of Silicon Valley, which I also love, is very eye opening in terms of technology, adoption rates, and understanding. The bay area is very progressive. Living in Southern California, I've worked with businesses and spoken to individuals who are plugged in to the extent they own and use a cell phone...for phone calls. Some have branched out into text messaging.Some of those I asked your question about whether or not they would sign up for the named networks if seen on CNN, 100% (12 of 12 people), said, "No." Granted 12 people is hardly a great sampling, however, my experience has backed the idea that outside of SV, there is still a lot of work to be done to inform, attract and retain users of "our" technology.
A timely post for me as I go through a positioning statement process right now. Something I read recently ties into your post very well. The designer Ralph Caplan said to answer 3 questions:1. Who are you?2. What do you do?3. Why does it matter?I think that for most social media services that want people to "buy in" and become consistent, faithful participants (and ultimately evangelists) answering question #3 is the most challenging.Answering that question for someone in Silicon Valley is simple, but for someone in Bismark and Des Moines is the real challenge.
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