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1. [at 8:35pm] Theo­logy of the Cluetrain 
   1. Intro­du­cing our Spe­cial Guest this even­ing, Stephen Collins from Acid­Labs (@trib) 
      1. (ask Stephen his background)
      2. long exper­i­ence in web, html, ux, ia…
      3. which/what event put you onto cluetrain?
   2. Today: #pub­lic­sphere
      1. How is the Govt going with this internet/social thing?
      2. are they doing any­thing at all?
         1. vs. con­trolled mes­sage of previous+current govt
      3. Is @piawaugh’s addi­tion of Sen­ator Kate Lundy — indic­ates what; is it an ACT elect­or­ate thing? purely political?
      4. “a brave move Min­is­ter, open gov­ern­ment” / Yes, Min­is­ter (first episode)
   3. The Cluetrain Mani­festo
      1. 95 theses as a call-to-action / mani­festo : busi­ness in the inter­net age
         1. vs. 95 theses of Mar­tin Luther 1517; start of the Prot­est­ant Her­it­age in Europe (vs. Lol­lards) fight­ing against the power of the Holy Roman Cath­olic Church
      2. The mani­festo was writ­ten in 1999 by Rick Lev­ine, Chris­topher Locke, Doc Searls, and David Wein­ber­ger. 
         1. Pre-dates Web 1.0 (dot-com boom) Web 2.0 (R/W) and Social Media!
            1. Around David Winer, scripting.com (early blog­ging in 1996/7)
            2. I first met Dave in 1993.
            3. many of these, IT industry spe­cific; aimed at Apple and Microsoft
      3. 8 “sec­tions“
         1. Theses 1 – 6: Mar­kets are Con­ver­sa­tions
            - mass media sub­ver­ted the “vil­lage mar­ket” .. inter­net returns us to this concept. Inform­a­tion in mar­kets drives to bet­ter sta­bil­ity
            Thesis 7: Hyper­links Sub­vert Hier­archy
            - SM: any­one can reach out, out­side PR
            Theses 8–13: Con­nec­tion between the new mar­kets and com­pan­ies
            - SM: example, mini-microsoft on recent rounds
            Theses 14 – 25: Organ­iz­a­tions enter­ing the mar­ket­place
            - ‘voice’ is the cul­ture, fit­ting in; not attempt­ing to dominate/control
            Theses 26 — 40: Mar­ket­ing & Organ­iz­a­tional Response
            - authen­ti­city
            Theses 41 — 52: Intranets and the impact to organ­iz­a­tion con­trol and struc­ture
            - fails to under­stand flow of respons­ib­il­ity; tied to risk/reward
            Theses 53 — 71: Con­nect­ing the Inter­net mar­ket­place with cor­por­ate Intranets
            - voice, again in SM con­text
            Theses 72 — 95: New Mar­ket Expect­a­tions
            - expect­a­tion change
      4. (John C Dvorak) Is it just a Circle-jerk of Burn­ing Man attendees
         1. and left-wing wingnuts?
      5. OK, voices: the voice of gov­ern­ment, plainly sucks. PR speak etc. Mes­sages in 15 seconds
      6. where does the need for trans­par­ency come from?
   4. what other books/people have you read?
   5. Cur­rent “mar­ket­ing” ori­ented approach and “p0wnership” needs to be stopped!
      1. Cul­tural change
         “con­nec­ted ori­ented” <———————————-> “con­ver­sa­tion ori­ented“
         plat­form of “social media” as a replace­ment to “msm” (tra­di­tional media)
      2. Con­nec­tion ori­ented is char­ac­ter­ised by the num­ber of people that see a viral ad; insert­ing this into the high end of the SM world, and watch­ing it expand due to the net­work effect. Get­ting as many views as pos­sible. No care as to the actual con­tent of the con­ver­sa­tion.
          
         Con­ver­sa­tion ori­ented is people ori­ented; genu­ine people, con­ver­sa­tion .. Cluetrain
         
         This has its place, but its not “social media” » cf “Tele­vi­sion depart­ment” in Mad Men
          
         I am con­cerned that the “digitial mar­ket­ing industry” is too much on the left of the above scale as they do not under­stand cus­tom­ers or employ­ees.