The last decade was all about getting to an awesome party – the social network party. Everyone was invited (eventually) – if you knew someone that knew someone that knew someone, then there was a reason for you to open a Facebook account and update the world (your version of it) with “what’s on your mind?” And we got there pretty fast… and the whole time it felt organic. We (some of us) all wondered why it didn’t happen earlier – a sign of great innovation.
I first heard about Facebook in 2006… admittedly the idea of another Myspace did not appeal to me. I thought Myspace was a juvenile remix of AOL Homepages (digital real estate to express yourself) and AOL Instant Messenger (connect with people you know, may want to know and Tom). But after spending a week on Facebook – I was hooked… Facebook was enabling, valuable and transparent. It connected me with people I cared about, enabled that connectedness with easy interactions (wall, status updates, poke) and the platform was invisible throughout this experience. It was elegant, simple and powerful – the makings of a revolutionary product. A revolution that addressed a basic human need – feeling connected.
Sure – life is great without Facebook… I mean life is great in Sweden… but very few of us will actually pack our bags and move to Sweden, because there is value in staying. That is why we stay – there is value in being on Facebook.
But now what..? There are 500+ million users updating statuses, posting on walls, sharing content, spawning revolutions, running political campaigns… it is a marketplace of ideas, feelings, intentions and expressions… It is life as it happens with the ability to rewind, pause and play.
Now that the social animal has found his tools that allow him to be ubiquitously social.. and the network has been created – where do we go from here? The next decade will be about understanding, mastering and creating influence in social networks… the need to influence is derived from man’s inherent need to be political. Cities, towns and villages were formed because we are social animals. Social arrangements – governance, hierarchy, rules, norms – happen because we are inherently political…
There are lot of questions in the influence space that will be really interesting to answer:
- who owns the digital you?
- how do you measure influence?
- what does credibility mean in this space? Is it about badges and achievements? Or activity streams?
- attenti0n is the currency in the digital value chain – how will we engage users?
The next Facebook will be not the next Facebook, just like Facebook wasn’t the next Google, and Google wasn’t the next Microsoft, and Microsoft wasn’t the next IBM. Great companies don’t try to incrementally add value to the marketplace, they completely redefine value by creating a market that no one thought existed…
And that is why this period is so f*cking exciting..!
(I did not use the term gamification even once in this post…