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Tipping Point Questions
In my last post I talked about the Tipping Point by Malcolm Gladwell. The point of view it offers is certainly intriguing, but at the same time I formulated several reservations. I'll try and list my questions here.
Law of the Few
Three specific type of people, Mavens, Connectors and Salesmen, are the ones to target for creating your own epidemic. These types of people are proposed to be scarce, yet "everybody knows one" in their own circle. I'm not bothered with the classification, and I do know several people who would fit the profiles, but what about all the other people. The poor saps that aren't one of those three, what's left for them? The role of sheep following the lead of their herdsman?
It's not so much that I believe everybody should have a 'special' role, but it's the sheer absence of a place in it all for ordinary people and the total passivity that that seems to imply that I find odd. It reminds me of the mindless consumer mass marketing wants to target. In the end it is all the John and Jane Does that make your little epidemic a success, isn't it?
As to finding out who the Mavens, Connectors, and Salesmen are that you need to target, could Social Network Analysis help you find them?
The Connectors would be the easiest to spot with SNA I think. They're the community straddlers, the ones linking different circles. Mavens might be found by asking specific questions when collecting data for your SNA. Questions like "Who in your community would you go to with questions about......." And the same goes for salesmen, I think, if you ask who you think has authority on certain issues in your community.
But SNA probably would only work within a small and well defined setting, such as a SME, or a neigbourhood community. It's not the route to spot all connectors that could matter to you within the EU. How to find them then? Mavens probably could be found through forums, mailinglists etc. Salesmen? Connectors? I don't know.
This is an interesting part. Stickiness in the book is an elusive concept. The cases it describes summon a picture of rigorous testing until you find the right packaging of your message that sticks with your target audience (again, leaving out looking at the message itself).
But that is precisely what you cannot afford to do if you're the one without extensive means that wants to create big change with little to go on, the one that this book says to provide hope for.
Testing your message until it sticks brings to mind testing panels, going into communities and groups and see what doesn't work. And then going back again after each adjustment to do it all again until it works.
I am very curious what Lilia Efimova comes up with regarding the stickiness of blogs. (And would she also be able to say something of who blogs? Mavens, connectors and salesmen alike, or in different proportions?)
All in all I think in order to say something more about stickiness, the cases in the book provide too little substance. But I bet in communication sciences and even marketing as well as pihlosophical aspects of language clues can be found as to what might be sticky and what not.
Power of Context
Two aspects are mentioned in the book. One, the effect our living space can have on us and our emotions. Two, the size of our social network we are able to handle. These are both factors Malcolm Gladwell says can be used. Other contextualities, such as broader cultural traits, and individual history are not mentioned. Because they can't be influenced, at least not by the small changes sought for? Nevertheless they will probably influence acceptance of the idea you want to spread.
The sizes of network we can handle, with the magic number of 150 as a limit, based on our channel capacity is interesting if you compare it with what amongst others Ross Mayfield has been blogging about types of blogs and their audiences. Maybe I did not read the text closely enough but Malcolm Gladwell seems to say this 150 is a definite maximum. I think it is more like not being able to handle more than that in a given situation, but very possible to handle multiple networks of that size, just not at the same time. Otherwise Connectors would be in dire straits wouldn't they?
The challenge: starting an epidemic
What I really would like to see, and I wrote that yesterday as well, is a predictive application of these epidemical concepts. Can we, a group of let's say twenty bloggers, think up a message or idea we want to spread, and then purposefully start or own little epidemic? I would love to experiment with that. Maybe Blogtalk in Vienna is a great place to get together and discuss this more vigorously. In the mean time we could start by proposing what message to spread and whom to spread it to. Any takers?
The Tipping Point
How little things can make a big difference is what Malcolm Gladwell sets out to show in his book The Tipping Point. He does this by outlining how epidemics can be characterized. This book certainly was an interesting read, as it offers a way of looking at change from a different perspective. Because how is it that a brilliant idea might not become a huge success, and other lesser ideas turn into the biggest current thing?
(interview with the author)
Broadband for Rural Communities
My brother in law works with 1st Broadband, a company that sets up wireless broadband internet infrastructures in rural communities where the big telco's are unlikely to provide wired infrastructure any time soon. They've just kicked off their first project in Penwith in Cornwall, UK. I think these are great initiatives.
This works in two ways. It reduces the villagers distance to outside sources of information, enlargening their scope of what the world is they live in. And also it reduces the distance of us to the village as well, possibly making these villages more attractive for us city dwellers to locate a business or do business.
Planning to Move
After writing this blog at Blogspot for 6 months now, I have found that it increasingly bothers me not to have personal control over content and comments and being dependent on third party services, that sometimes proof unreliable. Not really surprising since these are all free services. Since I think the experimental phase of my blog is now over, in the sense that blogging has become part of my regular activities, I have decided it is time to take things into my own hand.
For that I am now configuring Moveable Type on my home based server, and have bought two domain names. I could not choose between the two, so I took both.
The first is www.zylstra.org, which I took because it is nice to have a domain featuring my own name. (it's a .org because all others are taken, also my name is spelled with ij in stead of y, but that has proven to be too difficult for non-Dutch.) The other is www.interdependent.biz since I think Interdependent Thoughts is a good name for a blog, and sort has become a brand in that respect. However Interdependentthoughts is probably not so attractive, thus I decided for interdependent.biz. The .biz again because all others had been taken. What do you think about these domain names?
In the coming days I will move everything from this blog to the new server, and then stop using Blogger. I will not take Blogger of line in order not to let all the references rot. Maybe I'll rewrite the Archive pages to point to the new site, but that is not on my list of priorities now.
Or in English "Queens Day", is a national holiday in the Netherlands, celebrating the Queens birthday, even if April 30th isn't her birthday, but her mothers. It's just that her own birthday on January 31st isn't exactly the ideal time of year to turn the country into one big open air festival.
Koninginnedag is the day the country turns brightly orange, after the name of the Royal Family which is the House of Orange. It's the day everybody turns out to what must be the biggest jumblesale and open air festival and party in one. I am on the local committee in my home town organising all the events, and for me it is sort of the busiest and funniest day of the year. Had a great time!
Jose Luis Orihuela (blog: eCuaderno) has posted his paper for the Blogtalk Conference, titled 'Blogging and the eCommunication Paradigms'.
Lilia Efimova has posted some of the collected data for her paper online as well, and struggles to keep to her schedule.