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Parracciani Adriano - a 2011 QuRioso


The question is: what digital scenarios will take shape next year? Not sure of the answer I did a ride with the DeLorean from parts of 2011, and now that I have just returned from the near future I can tell you what I saw. In fact, I will focus in particular on one of cosedigitali surfaced: QR codes

In that 2011, bookstores will begin to see the first book-and , paper books, thanks to QR codes allow you to access digital content from their mobile phone. fits, you shoot, you access the Internet and you will look at the media

I saw a girl buy Round the World in Eighty Days by Jules Verne , sat at the bar and began to read and after a few pages I've seen her take the smartphone, framing a small code printed alongside the text, click the image and enjoy a short video that shows the locations of the journey of Phileas Fogg and Passepartout.

I noticed that many posters around the city had including these QR codes, sometimes large, and quite a few people stopping to take with the phone. One of them leaped because after the scan the QR had received a discount of 15%.
other side of the road a man stopped the newspaper was taking a QR on your mobile phone to download the new sudoku the week. In many pages
newspapers reported these two-dimensional code on the side of the articles and you could see more and more people aiming to do the scanning for access to content.
A restaurant had made the entry a QR code that gave the daily menu updated with a lot of money, and in some cinemas can book was printed on the poster by clicking a QR. Chains distribution was possible to have additional information on certain products, including user comments or reviews technical specialists. So at that

QR 2011, began to spread like wildfire a bit 'everywhere.

Back to the present. QR codes although mature technology in tracking goods (especially in the rising sun), could resume a new life and new substance in many other areas such as communication interface for marketing, or infotainment systems, the role games , and mobile payment . There are already many applications in cases where these settorei pioneering the use of the QR even if it is spreading. They range from rural
advertising of luxury brands and beverage, reservation systems to video games or cinema seats. The coffee chain Starbucks, for example, is taking a payment system based on a QR loaded on their phones, so you avoid ache of having to print tickets or loyalty card.

the Education sector in the use of these codes could enable and facilitate arrangements for access to knowledge not only innovative but also more appealing especially to younger people. This can include manuals, guides and textbooks that will allow you access to videos, interviews, maps, a dynamic multimedia content including those produced by students themselves (UGC has mentioned Emanuela Zaccone ).

integration between paper and digital is certainly a key driver for the success of these codes, it also represents a different idea of \u200b\u200bevolution of the book, which in addition to the ebook could have its own value and its impact in the short to medium term.
But there is still paper-digital integration. Equally important is the use of these codes can be made of such cities, in public parks. As was done in New York with the project Turning New York's Central Park in an interactive board games where you can experience the city's parks in new cultural and interactive gaming experience. The parkcodes are scattered here and there along the paths and places of the park, and provide access to additional content, such see a movie scene filmed in the same place where you are, or listen to a concert made the previous month, or maybe see it was a hundred years before that particular shot. And then stories, anecdotes, history, insights on flora and fauna, without electronic systems to install and maintain.

These two-dimensional code which is emerging a new form of art, representing a low-cost system for the introduction of augmented reality , bringing additional digital elements analog to our everyday experience
QR codes can be easy enablers processes narrowmarketing mentioned by Simon Coram, capturing the full paradigm of this invisible anthropological revolution that is creating the web. The narrative is what the new old model of access to knowledge and social relations that is emerging, and the widespread use of intelligent but may in fact facilitate the QR.

Then, the QR will be successful? Maybe yes, because the technology is cheap and is based on the simple use of the communication system more widely to the world through a cell phone. But
may or may not have any success if not used properly and not disclosed properly. As is happening in some magazines or books that show you some of the codes almost unreadable. If these technologies do not work immediately when they are introduced, are quickly abandoned, and unenforceable, but not because of lack of capacity, professionalism and competence on the part of those who equip it in a superficial way.

In conclusion, the journey in 2011, I saw an emergence of QR codes, which were beginning to look a bit 'everywhere. But be careful: you know that the DeLorean occasionally has problems with the flux capacitor, and then I might as well be done in a parallel 2011.

! 80309

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Pavolini Antonio - The future of what we called, simply, television

No theme as "the future of TV" has seen overlapping, over the years, the disparate views of the professionals. Everyone has an idea, more or less "informed" about where it going to end "the television" (so named because it still is): technologists, futurists, massmediology, socio-anthropologists, actors, authors, television hosts, hardware manufacturers, advertising. The basic problem is that "television" each means a different thing, so everyone can talk about everything: the "channels", "programs", the "TV" in a big rotisserie of the views of fulfillment, on time, some myths as "digital," "interactivity" and even "three dimensions".

For what it is my job, I think I put out from this debate, because the questions I posed are usually disregard these different approaches, and require a response very secular, "there is no money in the 'new TV 'and if so, when they arrive? and where they are? ". Well, in 2011, the answer is very simple: money in the "new TV" - that, to be leading the infinite wealth of Web content on the screen in the living room, overcoming their supply chains and business models of today - there are none . They say the reports and forecasts from leading analysts, and there is no reason to doubt it.

But this answer seems

lapidary hides various shades. Meanwhile, even if money is not short if you will, in this game should begin to invest seriously (and we'll see why) the various actors involved:

• the traditional broadcasters, driven by the need to respond to new trend of use of users, also to diversify their offerings
• manufacturers of consumer electronics, for which the "net-enabled TV" is a major commercial lever
• 's Over The Top-TV operators, which are the main bearers of the new culture of use, and potentially infinite diversity of content
• telecommunications operators, which may put in place some valuable asset and are difficult to duplicate for distribution and monetization of these new content

In 2011 a band finally significant users, not necessarily by choice, but because it will meet these new content in one way or another, on TV at home, will have an initial impact of this new television experience, which not only multiplies to excess content (YouTube on the TV, to name only the most popular application, it will be assumed ) but it allows a fruition on time and the manner decided by the user.

Meanwhile, the traditional TV, linear and bound by the schedules, will not die at all, but should begin to think about their role "to strive", which could be to focus on televised events, "combining", namely those that are consumed in a shared, simultaneous, and offline - ie in the home - and online - that commented on the network in real time.

In the new television ecosystem "Net-enabled", however, making the contents of an infinite resource, the focus will be the real scarce resource which will focus on the climax of the battle. And at that point levers such as image quality, continuity of service and effectiveness of the user experience through the various device will point advantage for those who can guarantee them.

will also be essential to know how to ride the trend to use not only the transition from vision "Lean Forward" typical of the computer to "Lean Back" governed by the sofa, but also leverage the importance of sharing with friends: people not only like to point out the most interesting content to their circle of knowledge, but also love to receive something recommended by a friend of theirs, which then becomes a further topic of conversation, and then socialize.

The myth of the power of search engines in this field is rapidly disintegrating. And not just because these search engines require a continuous interaction, the enemy of relaxed enjoyment. But above all, because nothing like the ability to select in the 'internet sea ", typical of a true centralized preparation (see in this regard the success of" staff picks "of Vimeo) or decentralized (with the recommendations of friends) can really to meet our interests, to know what is the "Better for All", the "Better for a certain type of people," and finally what is "best for me." The pleasure, therefore, to encounter this personalization push, ending surprised by the intelligence of the application. Just as is already the case - successfully - in the music world thanks to services like Last.Fm, who learn from our "Like" and our "skip".

But back to the original question: why, given that the money in 2011, and for a few more years yet, in this new TV are not there, the players mentioned above would make any serious investments nell'assecondare these trends and provide immediately the best possible user experience? The answer is simple: because, like many other "internet businesses" even that of the Web screen TV in the living room may be one of those killer application in which there is only one winner. Someone like Google can monetize now as simple Pià (with AdSense, for example). Or a hardware manufacturer like Apple could cut a piece of 'Internet Sea ", namely that it does not create problems of use for end users (Apple TV). Or a person "Over The Top" as integral Blip.tv, free to regroup all that is in the network by leveraging distributed creativity of independent content owners pushed to its limits, and ready to reward it with intelligent services platform. Or maybe a telco, that at some point might be the only one able to run everything, especially if the explosion of video traffic would bring out all the technological problems of the case.

If only one wins, you might not necessarily because the strategy got it final, but maybe just because it has been able to offer the first on the two sides (end-users and content providers) a sustainable value proposition. At that point the subject would be sufficient to occupy the center of the new ecosystem and dictate the rules for all other stakeholders, namely the rules that are particularly profitable for him. The key is to overcome the "Tipping Point", a critical mass of no return. E 'already successful with iTunes, Skype, and even some standards of the past, not necessarily the best ones on the square (think VHS). And it could happen again.

[image Island Virtual ]

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Simone Coram: Open Brand - The challenge of economic and identities NarrowMarketing Bottom Up


A Revolution or a medium or a channel

Internet is not an average, there is a language and not much else. But it's also all these together. It 'a revolution with profound dimension: social, cultural, psychological and anthropological. And economic. We live on the threshold of a paradigm shift is very deep, where the world's attention turns increasingly to the network. For better or for worse. Because even the strong conservatism puntanto on technological change are in place. In fact the only technological dimension can not explain this huge change in act, but still far from over.
Basically the main actor of this revolution in Web 2.0 is a must, but not conclusive, is a us. A community unordered coordinated but that does not relate to the mass as in the television age scenarios, but to a set of nodes, singolirità, groups, which relate together to exchange and share experiences and creativity. Of course, the economy
is involved in this phenomenon, the term is strongly sharing statement. We fund startup , I bet on it ideas, we reason on the viability of online business. It follows that the marketing is extremely renewed its section on social media, but also in the more traditional. In my opinion, however, the economic implication is not as innovative as some indications seem to represent the spirit of the new economy they have been a demonstration. By the end of the previous century came out of the dicontomia capitalism-socialism, even if we are witnessing a phenomenon of return of some of the ideas of communalism , accelerated their spread in the great financial crisis. But most companies still think in view capital in the most classic of the period . Despite the openness to innovation, which is not the quality and validity of the processes of production and sustainability, but rather the tools that increase the rate of profit, rather than legitimate aspiration still seems locked in antinomy.

One way obliged

Yet the road is marked mandatory. Marketing has realized first of all that the user has changed, much to abandon, at least in public, the term consumer. It is not pure nominalism. People are more careful and especially want to be an active part in the process of identity construction company and the products themselves. If it is true that companies are moving to the UGC and social world, earlier this crowd will claim a fundamental right: its sustainability. It is not just a question of remuneration of creative work, but to reconcile the brand, its awareness and equity, the online reputation with users' expectations. Do not just develop CRM able to communicate better, but respond to specific needs, quality standards and corporate social responsibility. There will be strong resistance, but users are increasingly demanding participation in the processes of choice. Do not just write Experiences user, but you will have to go further. The process of building a brand will become bottom up, must come from below. The consequences will be heavy. And also the resistance. But think of a thing, if people trust the opinions of bloggers and the council for purchasing decisions, what will happen when the whole building a business, not in the economic and finance at once, but identity will be implemented from the bottom?
This is a key step: from storytelling marketing, the use of the experiences of users, go to ' UNC Brand Marketing. The N is the fundamental change now covers a vanguard consisting of leaders and early adopters, which is now in possession of the codes of narrative, especially social and audiovisual. So User Content Narrowcoder . They will be the new players not only the network but the process of building brands. If the bloggers were the first generation of Narrowcoder, now puts forward a proposal much more important.

Narrowmarketing

We start from a premise, for some acquired, others still reasonable and the rest almost sacrilegious: we are the platforms we're the social media, we are the conversations . If for one day, but also one now none of the 500 million users publish and share it neither a link nor a story about Facebook, or Twitter, what would happen? The biggest strike ever lead companies to understand something fundamental: we are willing to give up the graphics, the games, but not to participate.
The discipline that deals with this process of brand building from the bottom you can call narrowmarketing . The story, as old as the world once again becomes central. Why in this process we need a common language that can convey the knowledge and practice, which can stimulate the psycho-social dynamics that will open. There are already examples like this, I think of what the new Fiat 500, or what Starbucks does with its users. But you have a next step. Summarize any trends in personalization and considivisione then convey knowledge in common. They become practical knowledge for all and that in a wiki are consolidated and improved. This openness is not the death of capital, perhaps it is just the beginning of an antidote to economic fluctuations and financial crises, especially requires a shift of control by those holding the capital to users. But because those who have the resources in hand should be open? Today, the brand invested with responsibility that did not previously have, are seen as a new function within the social body. The crisis of the post 900 has left the ruins of the old agencies of socialization, a place that, willy-nilly, for better or for worse, was taken from the brand. Just think of Lovemarks. If the marks are so invested in relationships, processes and sensitivity, it follows that they have passed the stage of representation of a production cycle. Brands are the users, even though companies can claim their rights. The case of Nestle communication is a prime example. The actions of the boycott, which followed the closure of communication of the multinational food, after to accusations of exploitation and unethical way of African territory, have brought a decline in turnover of almost two percentage points. Who can permettarselo today? None. The brand will survive if you become open identity, identity subsidiaries.

Open Bran Brand or Join

The Open Brand or Brand Participate are another frontier, a revolution that will bring the network to a next step. A process that will not only as users of social media profiles, but also the protagonists of the economy. It will be a gradual process, but also those who decide to open can not go back, otherwise, not exclusion. Of course you make mistakes, but if they are shared, understood and will be corrected. Those who do not participate in this innovation process could even be out of the game. The story of the brand will become the common heritage and not only in the hands of boards of directors, which could lead to the development of new forms of ownership, but they are still scenarios where I'd rather not venture. What we know today, however, is that respect, ethics and transparency will be the drivers of future development, especially in the economy. Must grow a new awareness by users, which do not remain liabilities, which include their potential. Companies must also understand the transition in progress and establish a relationship of dialogue, sharing of decision-making with their users. As we begin a process garduale even now, at this very moment. Let me give an example. The Wikileaks case has exploded, Paypal decided to freeze the account for the receipt of the funds that support the Wikileaks site, Amazon has also decided to obscure the site. Now let's say I'm un'influecer community and announced that henceforth will close my Paypal account and I will call an operator that supports the principles which advocates also Wikileaks. From my blog and my party's social news. But not enough for me. I decide to do a campaign with few resources but creates viral. The launch on the blog, FB, Twitter and YouTube. The campaign spreads and soon the world gathering ten thousand people, you know that we can achieve much more. We are 10,000 people on average are about € 100 transactions per year on their Paypal account, but it could be a player of the technology industry, a telco, or a supplier of energy, then the expense would be much higher. We're at least up to 1.000.000 €. In your opinion, what will it take another company that actually has empathy with the times of ethics, transparency and freedom of the net, contact me and tell me: "Ok, come with us? We are so moved from a practice hostile to the boycott as a system in which power group hires a proposal to another player. This is a first step of the Open Brand Brand or Bottom-up, the ability of users to not only influence the processes of consumption, but to build new economic identity.

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Emanuela Zaccone - User Generated Web (encore)

Anyone who knows me knows that I firmly believe in the value of participatory culture and the Web .

The Internet is becoming a force that probably was not any before half. As the movable type printing made it possible to maximize the dissemination of books and television, or even before the radio, arrived in the homes of those who possessed them, the Web is the real among everyone .

So far nothing new. It was just good to be clear, because unfortunately there are still those who dismisses the question of online as a sort of playground / waste of time.

In this context, the magic word which I think is " user engagement."

Something more than just involvement: the key to a two-way relationship with users, the point of production meeting between top-down and bottom-up .

A force that is the union of individual potential, that redefines the landscape surrounding . Quickly.

no longer need permission to speak: you only need to be heard and in that sense the power of collective intelligence is the key that moves the participative web and user generated contents constitute the coordinates and wealth.

The year 2010 was, among other things, the year of Wikileaks and the output iPad and various other tablets, the year in which the information has started to flow through novel channels and devices have become even smaller and lighter to follow us everywhere betting on information.

In fact, the greater mole information is built from user-generated buzz , the overall number of their blog posts and comments on social networks, launched by the tweets.

have increased the protest via Twitter and discussions have continued to increase the pool of online participation.

not stopped the relentless running of social networks.

In this sense, the digital scenario I see for 2011 will revolve around social media and even players like Facebook in particular, but also is the centrality of the user you require even more predominant .

My main focus are the audiovisual : I find that in fact some of the dynamics involving film and TV series are particularly indicative of wider movements regarding the Web

Once the supply chain was quite clear: we had the concept stage - production - distribution, on the other side - outside of this chain - the consumer.

Today, however, has been gradually asserting not only the figure of a experienced user of social media (often even more than the traditional players) but above that of a user talking with others, and covering well more than one role.

no longer the simple, passive recipient of the work of others, but someone who became a producer thanks to crowdfounding (Indie GoGo, Lynch Project Free) or creation projects collective ( Life in a Day), who comes to change the plans for distribution of a film only because he had the opportunity to request a preview of on demand (thus helping the distributors in the difficult and costly task of segmentation public), or who prefer to rebuild otherwise existing products (in the case of mash-up open and / movies remix), sometimes by exploiting only the "outboard motor" (as the machinima) .

However, these cases - of which I have thoroughly discussed as well as on Ninja also MovieCamp (especially during the barcamp organized in recent months) - which, while gaining greater visibility today, are actually part of an ecosystem that is now standing has taken quite a while 'for years, thanks to the practices of fandom that, today, are very popular and are becoming the mode of interaction online.

On the Web, in other words, you lose the division between classical creations from above and below the benefit of the affirmation of a "middle", a sort of meeting ground instances well that finds its realization in practice of co-creation.

I think Cadavre Esquis Tim Burton (although not a big news: just think YourOpera ), or even to cases of "proxy poduttiva" (the final promo Lost ).

There is no participation Web: Social networks themselves do not make sense. Not to mention all the tools geolocal and "collect badges" that so much passionate users. "

What are the players of 2011? Us.

A wish and a hope, at least for the visual: the Web continues to become increasingly user-generated centered. How I love to say, to paraphrase the now famous first principle of the Cluetrain Manifesto: The audivosivi are conversations. "

Emanuela Zaccone is finishing a PhD on visual, user engagement and social networks marketing at the University of Bologna. His research on viral videos and brand engagement for Italy Telecom Lab

Online Emily works primarily as a community manager and social media strategist and head of the Social Media on NinjaMarketing.it.

Finally, columnist and speaker at MovieCamp.it