The Web We Want festival runs from this weekend in London. With education at the festival’s core, the organizers — including web inventor Tim Berners-Lee — want to create a movement that’s as broad-based as environmentalism.
The founders of Known have launched an open-source web publishing tool that uses a number of IndieWeb standards to give users control over their content, instead of handing it and all the related data over to proprietary platforms like Facebook and Twitter
One way to resist the kind of proprietary lock-in that networks and platforms like Facebook seem to want is to use and support open-web tools like the kind blogging pioneer Dave Winer and the programmers behind the “indie web” movement are developing
Tim Berners-Lee suggests that allowing content protection mechanisms into the HTML5 web standard may be necessary in order to help web standards fight back against the rise of proprietary platforms. But is that tradeoff worth making?
Taking a cue from Twitter and embedded tweets, Facebook (s FB) says it will allow folks to embed blog posts from Facebook on blogs and other websites. It is a way for the company to extend its footprint across the web and at the same time try and steal conversational attention from Twitter. Facebook is largely a walled phenomenon and often lives outside of the open web. These embeddable posts also include hash tags, another Twitter innovation Facebook is trying to appropriate.
In many ways, Google’s shutdown of its RSS reader is just a small part of a larger move away from open web standards and towards closed, proprietary platforms that are easier to control and monetize.
Karl Moore and Niketh Pareek ask a great question, and from a useful perspective: the world around us is being changed totally by a number of trends — mobile, touch/tablet, cloud, social, and the shift to a distributed, discontinuous, and decentralized world of work, and businesses must be fundamentally transformed if they are to survive, let alone thrive. Companies are likely to have to reach outside to bring in people with a deep understanding of this transformation.
Karl Moore and Niketh Pareek, Digital Transformation – Who You Gonna Call?
What makes digital transformation so different is that rather than being technology driven, this phenomenon is largely driven by consumer trends.
Consumers are considerably more sophisticated users of technology then they have been in the past, accustomed to the convenience that smartphones, social networks and cloud-based technologies have afforded them. They now know the potential benefits of these tools, and increasingly demand that all types of information technologies conform to those expectations. Just about every consulting company worth its salt has created a digital transformation practice. However, finding the best organization to help you co-create your digital strategy may lead you to seek out firms you may not have considered: advertising agencies.
I’ll split hairs by saying that it’s not ‘consumer’ trends, but learning from the revolution outside of business, on the open web, and how we, as people, are being changed, and the changes we are making by what we adopt.
I agree with the authors in their implicit rejection of the digital transformation practices of management consulting companies, in general, with a few caveats, but let’s return to that after the examination of the argument for agencies. The authors argue that
- agencies are close to the action, and may have gained valuable experience on behalf of other clients
- agencies are staffed with people who ar e’pushing the boundaries’ in the mobile/social/tablet sphere
- agencies have gone through, or are at least farther along than your company, their own digital transformation
- agencies’ obsession with analytic tools will prove valuable for your company, and will help keep track of progress.
My sense is that agencies might be a good source for a Chief Digital Officer to poach, but the fundamental premise of outsourcing something as central and critical as this transformation to outsiders is like outsourcing the reason for the company to exist, or its core strategy.
You might be able to use outsiders to shake up your thinking, to send your executive team to a three day workshop with mutants from an agency hand-picked to stretch your team’s thinking, but after that is done, someone — and I think it needs to be a CDO — will need to push the transformation from within. By all means bring on folks to help turn on and integrate analytics, or to implement a new social customer support center, or support spontaneous outbreaks of cooperative tools. But don’t hand over the crafting of your organization’s future DNA to an agency: you’ll wind up with a failed project, and years squandered.
And the same holds true for management consulting firms.
And the proviso? I think there are a small number of truly outside the norm thinkers, who can have a strategic impact on businesses seeking digital trasformation, without being the CDO, and while working in an auxiliary role. But these are few and far between: perhaps a few hundred or a thousand, worldwide. Unless you are lucky enough to connect with one of these — maybe I should make a list? — keep it tactical.
While Google may see its payments to French publishers as a smart move for its own short-term purposes, the deal is still being seen by many as a payment for links, and that could set a dangerous precedent.
Comments by Sergey Brin that seem to suggest that Facebook and Apple are almost as much of a threat to the open web as China and Saudi Arabia have provoked all sorts of reaction online. Here’s what people are saying about it.
Open-web advocates may long for a revolt against walled gardens, but in the end the success of a social network is determined by the willingness of users to put up with its restrictions. For Facebook, that is both its biggest strength and its biggest weakness.