Why We're Like a Million Monkeys on Treadmills

Lately I have been thinking a lot about channels. Every day it seems there's a hot new Web 2.0 site that captures our attention.

In 2003 it was Friendster and Linked In.

Then in 2004, thanks in part to the election, blogging began to get really big.

The year 2005 brought us photocasting (Flickr) podcasting (iTunes) and vodcasting via YouTube.  By the way note the headlines "Internet craze" headlines listed here circa 2005.

In 2006 we saw a big revival in social networks with MySpace (a client) as well as the virtual world boom.

This year it's all about micro - Twitter, Jaiku, Pownce plus little web apps everywhere, on widget platforms, Facebook, the iPhone.

All of this leads me to the photo above. The Web 2.0 construction boom is bigger now than it ever was. Techcrunch, Scobleizer and Mashable leave me all breathless. It's like watching the cranes of Dubai rise. We're a million monkeys running on treadmills, chasing the latest banana. Myself included! The breathing apparatus in the photo above reminds me of my Google Reader stream!

Surely, channels are where the action is at. However, it's important to remember they are just that - and they change. Circa 1998, perhaps when many of you were 10, The Globe.com, GeoCities and Tripod were all the rage. They faded from our horizon over time. The same thing will happen to many of today's hot sites. In fact, I advise marketers not to invest too much time in creating "a Facebook strategy" as much as they don't have "an NBC strategy" or "a New York Times strategy." Instead, I encourage them to people watch, learn and then plan based on their audience and the big picture.

The most interesting action is in sociology. In other words, how does technology change our culture and how we interact with media, the web and each other - and to what end? This was a major realization for me a few months back and you have probably noticed it in my writing, which is less channel focused. These days, I am far more interested in what people do with technology rather than on what the latest new "shiny object" is. My friend Brian Reich calls this "Shiny Object Syndrome." That's why I am writing longer pieces once per day rather than many short posts.

For an example, consider this new study by the Shorenstein Center (PDF) that tracks how teens interact with news. Most of them do not make it part of their day. Surely new channels brought about the change but it's the shift itself rather than the technology that's most important and interesting here.

So my advice is definitely play with new sites. Channels are good and so is curiousity. But the bigger story in the long run is how these sites change business and our society.

(PS: For more on the monkey, read this related piece!)

Comments

[John Piercy]

Hey Steve ,, great picture and story

Saw this on Don McAllisters Blog
http://www.metacafe.com/watch/721784/did_you_know_2_0

Very thought provoking video ,, 8 mins long .. worth the watch

jp

[Kevin Hillstrom]

Well said --- all of this stuff is about sociology, about a change in the behavior of numerous subcultures. That, to me, is what is very interesting to monitor.

[Jason of]

You nailed it Steve. I have been thinking about this a lot lately...that "Shiny Object Syndrome" seems to be going around. When you're all wrapped up in it, it's easy to be come overwhelmed with all the new stuff coming out. But from a marketing perspective, it's really a 21st century version of looking for the "magic bullet." As if being on Facebook is the missing link that will catapult you to the top. It's nice to have a little perspective and realize that it's still about making something really remarkable. So simple, (and yet certainly not easy.)

[Justin Foster]

Steve - Nicely summarized. I feel the same way! I do have this deeply held belief, though ... content is now king. And good content will find its way to me. Either through Google Reader, Delicious, Digg or a forward from a friend, or (rarely) the old media. The so-called "new media" companies that will fail will be those that worship their business model over content.

[George]

In addition to Shiny Object Syndrome, we're also suffering from Esoteric Elitism Syndrome. A million monkeys is still but a fraction of the world's population. Most people have not used these apps, especially the micro ones, with the possible exception of social networking sites. But I would argue even those have a lower active participant rate than we assume they have.

We're techies creating tech-centric apps for other techies. Where's the diversity and the "change the world" effect in that?

[Josh Bernoff]

This is right on target, Steve.

Imagine for a moment you were writing a book on this stuff that was supposed to be relevant in spring 2008 and years afterwards. Now you know how we feel at the Groundswell.

We have had to focus on how all of this activity affects relationships in business and elsewhere, not on the specific technologies. This is good advice for anyone.

All these announcements and buzz drives people nuts. It's like your monkey picture. Some people react, some freeze. Better to stop and think a minute and see how it all fits into a broader strategy.

[Tom Kasperski]

I'm thankful to know so many others recognize the Shiny Object Syndrome and would rather focus on human behavior as it relates to media and technology. Unfortunately most agencies are afflicted with SOS and continue to hype the latest shiny objects to their clients, but fail to see and understand the big picture.

[Lori Laurent Smith]

Agree with marketers not chasing EVERY Web 2.0 strategy and your parallels to old media are well-articulated.

However I disagree when it comes to Web 2.0 collaborative sites like Wikipedia. Type any brand name into Google and the Wikipedia entry will come up on the first page of results. Wikipedia is as important as any channel in a brand's media strategy: keeping the content up-to-date and monitored regularly for competitive re-writes is a currently a strategic differentiator that will evolve into business-as-usual.

[Lauren Vargas]

I don't think Steve is saying to be passive. Your example is monitoring before action. I agree with Steve. See the forest through the trees. Participation is excellent, but what happens when you are the only participant.

Steve, I have noticed the longer posts and find these much more beneficial. Thank you.

[Britt]

We're still in a turgid period with the internet as a medium. I can't imagine that the constant flux that is a result of the Shiny Object Syndrome can last too long, but I'm not sure that it won't either.

For one, it's such a low barrier to replicate what exists, the competition is high, and there's no real idea of how many micro apps can co-exist. And, to George's point, many of these tools have already broken through the tech geek barrier into the mainstream. Look at blogs as an example. The adoption rate of these tools gets shorter and shorter. The big issue for start-ups is how to break through first.

[Jeremy Zawodny]

"The Web 2.0 construction boom is bigger now than it ever was. Techcrunch, Scobleizer and Mashable leave me all breathless."

Only if you choose to read them, Steve. The information and sites exist to serve you, not to make you feel overwhelmed. Feel free to use the unsubscribe button now and then. You'll be surprised at the sense of relief if provides.

Ahh see Steve? You are slowly but surely moving over to Design Thinking! Seriously though, technology only gets us so far. We spoke of this during brunch, remember? People's love for technology is cyclical, at some point, technology alone is not enough. This is proven throughout history.

Case Study One: Electricity + The Light Bulb

http://flickr.com/photos/canalmercer/712249686/in/set-72157600635225194/

When this was first available, lights were designed to showcase the light bulb. People paid homage to the (now simple) fact that light could exist during previous times of darkness. Yay! Technology! Now we're so blasé about it and the design of objects which illuminate are far more sophisticated. Lighting reflect organic shapes and changing illuminations to meet more humanistic needs. There is even furniture which show the levels of social interaction via light displays. Fantastic stuff.

Case Study 2: Industrial Revolution + The Crapper

http://www.theplumber.com/images/crapper2.jpg

People created all sorts of technological monstrosities which, in the end did not survive the test of time. One of the more mind blowing technical inventions of the time? The toilet! There are a lot of fancy toilets out there but let's face it and we may all enjoy our umm, private time there but at the end of the day, we've become accustomed to the end benefits bestowed upon us by the technology and not the technology itself. Oh and just for fun, I bet you can guess what our industrialist Thomas Crapper invented... :)

The internet, along with any other massively shiny technological breakthoughs, is prone to similar patterns. For better or worse, we are human and have certain needs for shelter, community, and companionship (think Maslow's Hierarchy of Needs). Shiny goodies detract attention for a short time frame but not permanently.

Since I come from the Design + Product side of things, I trend towards the following:

Ethnographic Research: also known as People Watching or Voyeurism
Anthropology: cross cultural comparisons and experiential immersion
Sociology: you are already familiar so I won't repeat myself :)

I am a huge proponent of combining the three with innovative design and applying that to anything. At the end of the day, marketers, promoters, developers, producers...regardless of what sector we're in, the human touch points are what can make or break a brand, a process, an experience.

Ultimately, keeping social and human factors in mind are what matters the most.

[Ty Graham]

There will be no Web 3.0 because the world doesn't run on the web, it runs on people.

[Ty Graham]

Watch your mouth, I created the Monkey and the Treadmill. Today is my discovery of destiny. You're a very wise Steve, You will be witness to the Golden Age.

[Chris Taylor]

I personally think you have to wait until all the fervor dies on something new to see if it will be of benefit to your marketing efforts.

Too many people jump from one new marketing form to another and all the while there their customer base does not see to many increases.

Take up one marketing campaign and type, do it well and then move onto the next. Resources of course play a huge part in all.

[Gabriel Bunster]

Each time in history the way we communicate change, a mayor change ocurred. I think all this technology is changing the way we communicate, is changing in a way, the language.
I think the main impact will be on how people build themselves and think about what they are.
People will appear on stage and will make their performance that they even ignore they could. They will be part of conversations and communities that will transform them.
This is a turning point period in history.
Best regards

[W.Medina]

This reminds me so much of the effect a little green google bar has on millions of people. Can you say " slave to the machine"????

[Free Market Research]

I think site will come and Go but concept behind web 2 will survive as it has given us freedom to say what ever we want to say.. however, controlling spam, security threats are issues but every coin has other darker side as well.

regarding rat race, regardless of infinite psychological, and sociological revolution we have -- human will chase the most brightest thing around and in this case it is web2 -- mantra is make million in no time.

[MCL]

Call it the Digital Lie - at the end of the day- we still sit down and poor a real beer into a real glass and drink it with real friends and family. 2.0 is like the one cent candy bin at the local 7-11.

[Martin De Saulles]

An excellent post that describes a lot of what I have been feeling lately about many new Web services. The comments have also been very useful in clarifying some of the issues. I am becoming a little uneasy about services such as Digg where the emphasis is on finding the latest news story or blog post and rating it and then moving on to the next story. This butterfly approach to consuming news stories is often at the expense of more detailed consideration and analysis. I find the oft-used phrases, "river of news" and "news junkie" as summing up this way of thinking about news where it is all about quantity and how many RSS feeds one can read rather than depth and analysis. Maybe I am getting old but I sense I am not alone.

[Dan York]

Steve, I like the term "Shiny Object Syndrome". I wrote similarly about chasing after bright shiny things back on July 2nd at http://www.disruptiveconversations.com/2007/07/pownce-twitter-.html as so many in the realm of Twitter suddenly jumped up and thought Pownce was the next great thing.

I think we still are collectively looking for the way to return to the tribal campfire and tell stories to each other, do business, laugh, cry, make jokes, etc.... where the "tribe" to which we belong is now one we can form on a global scale. Blogs, Twitter, Facebook, Second Life, etc. are all evolutionary steps as we try to find some way to have the same depth of conversation that we can have sitting around a campfire somewhere.

Kudos on moving to longer, more descriptive posts. I think it's a good move.

Dan

[Kemp]

I started to write my blog a couple of weeks ago and I already feel like a monkey on the treadmill. I'm trying to post quality information, fun distraction tools, interlinking pages, posting comments and spend hours to find the so called niche keywords that are obviously so important. Ah and of course when I have some time left I sign up to some channels that might bring some more traffic.

It's an exhausting process and what keeps me writing this blog is the fun I'm having doing it. It's no quick dollar project but a lot of fun if you like doing this kind of stuff and are yourself interested in what you have to say.

[Kemp]

I started to write my blog a couple of weeks ago and I already feel like a monkey on the treadmill. I'm trying to post quality information, fun distraction tools, interlinking pages, posting comments and spend hours to find the so called niche keywords that are obviously so important. Ah and of course when I have some time left I sign up to some channels that might bring some more traffic.

It's an exhausting process and what keeps me writing this blog is the fun I'm having doing it. It's no quick dollar project but a lot of fun if you like doing this kind of stuff and are yourself interested in what you have to say.

[Samone Rio]

"Surely, channels are where the action is at." Grammar

[Alan Bold]

I saw a post that mentioned web 3.0 several times, how depressing is that! I find it funny watching the NerdHerd jump from one social network to another. Scrambling with their friends requests. Another gripe i have is that to many "star" bloggers and podcasters often have nothing interesting to say and are only creating content to self promote themselves. I know some who because they have been asked to speak at a conference or have a few hundred listeners / readers, walk around in a bubble, thinking they are somehow famous. Because i produce podcasts in the UK i have to listen / read their content as it keeps me up with tech news but sometimes its hard going. Lets face it there are too many techies and not enough businessmen involved in the Web 2.0 revolution, or is that Web 3.0

PS I am a nerd but was in denial for years

[David Scott Lewis]

MySpace is an Edelman client, but you show your Facebook photo -- and nada from MySpace.

Steve, are you trying to get fired? Didn't the last fiasco, via your Twitter post and a PC magazine, get you in enough trouble?

[franchise opportunity]

I couldn't agree more. Luckily web 2.0 makes all these technologies more easily accessible to the average joe.

[Jon Bloom]

Good thoughts Steve.
I agree with the idea that trends come and go, and from the public relations stand point it is best to look at the larger story. It is important to be up to date on what’s hot now, it is an even better idea to look at things from a broader angle --- specifically, what overall impact does this have on our target audience and what the lasting implications will be.

Jon Bloom

[Mike Catalin]

Last time i took Biology 5C, monkeys had tails and apes were hominidae, do you know something Biologist, Anthropologist, and Primatologists don't know? Check out this ape definition:

http://en.wikipedia.org/wiki/Ape

Great article though, love your blog and interactive marketing insight.