Rebuilding Trust in the Digital Age: The Case for Public Social Infrastructure
In a world where social networks have become the new transmission towers of media, we are witnessing the erosion of trust and the rise of platforms that often operate without accountability to citizens for truth, objectivity, and ethics. As these digital giants shape our social fabric, it is imperative to rethink and rebuild a new […]
The Community SmartPhone
What is the device that will manage trust, curate information and defend privacy for a community? Have a watch of Apple’s “Flock” ad, and how it positions the iPhone as a trusted device you can rely on to augment your intent digitally. The smartphone is now the universal device by which we manage our engagement […]
Ambience and the Brand – the building of Trans-Generational Trust using Social on Community (SoC)
As digital ecosystems continue to evolve, brands face a pivotal moment. Traditional models of consumer engagement, largely driven by centralised platforms and data extraction, are losing their effectiveness. We are moving into a new era where authenticity, trust, and intimacy matter more than ever before, and brands that fail to adapt will be left behind. […]
Ambient Presence: Interruptive Marketing vs Integrated Marketing
There is a lot of attention paid to the changes in human behaviour driven by the digital revolution and the dynamics of the big social platforms, especially maximising the return on exploiting and maximising the returns on engagement through their algorithmic approach. But humans already have their own social algorithms, powerfully expressed in their communities […]
From Big Social to Social-on-COMMUNITY
The Coming evolution of Social Tech (SoC tech) For over a decade, the digital landscape has been dominated by the behemoths of Big Social—platforms like Facebook, Instagram, and YouTube—that have become as integral to our daily lives as the telephone lines and mobile networks that preceded them. These platforms have served as the “trunk lines” […]
Trust in Transition: How Broadcasters Can Thrive in the Digital Revolution
The once clear lines between traditional broadcasting and modern social platforms are becoming increasingly blurred. As the digital revolution transforms how we interact, consume content, and build trust, a new paradigm is emerging: Small Social networks and interconnects, driven by the need for decentralised and de-commoditised trust. This has profound implications for humanity as a […]
Why 2024 won’t be like 2024
“Flock” could go down in history as a seminal moment in technology, much as the most famous advert in the world, their “1984” Super Bowl ad did. It is an updating and sharpening of the same message, with the same artistic flair, creativity and production values as 1984, again tapping into popular culture, (this time […]
The Value of a Network: How brands can embrace the “intimacy economy”
The rapid pace of digital transformation has commoditised many aspects of our daily interactions, leading to the rise of a new trend: the intimacy economy. This shift has paved the way for the emergence of Small Social networks, which are poised to rise over the existing Big Social networks. These networks promise to transform how […]
Business to Community: intimacy pays off
The rise of small social networks represents a transformative shift in how businesses can connect with their audiences. These networks form a decentralised, inverted mesh of trust, creating intimate spaces where advertisers, content providers, and service vendors can engage directly with highly curated and accountable communities. These networks effectively consist of communities of shared purpose […]
