Begin Google

Begin Google

Jeff Jarvis

• http://www.buzzmachine.com/

• Associate professor and director of the interactive journalism program at the City University of New York’s new Graduate School of Journalism.

• Consulting editor and a partner at Daylife, a news startup.

Abstract

• Purpose of the text• Google rules• If Google ruled the Earth• Generation Google

rules

New relationship

• Give the people control, we will use it• Dell hell• Your worst customer is your best friend

o Engage angry customers to learn & improve• Your best customer is your partner

o Use them as endorsement

New architecture

• Blogging – free speech• Do what you do best and link to the

rest• Join a network • Be a platform• Think distributed - embedding

New publicness

• If you’re not searchable, you won’t be found - SEO

• Googlejuice as compared to revenue, EBITDA, market share etc

• Frenemy – the way to befriend and to exploit Google

• Your customers are your ad agencyo word of mouth

New society

• Elegant organizationo Mark Zuckerberg – founder Facebooko Helped his class fellows to prepare for art

exams by creating a website where students collaborated

o As a result everyone got better grades

New economy

• Small is the new bigo Businesseso Political/social movementso Get small; Think big

• Manage abundance, not scarcity• Join the open-source, gift economy• The mass market is dead — long live

the mass of niches

New business reality

• No inventory• Middlemen are doomed

o Talk directly to customers and your suppliers• Free is a business model

o Gather more traffico New side-tracks for revenue – advertisements

• Decide what business you’re in

New attitude

• There is an inverse relationship between control and trust —David Weinberger

• Trust the people• Listen

New ethic

• Make mistakes wello Mistakes can be valuable; perfection is costly

• Life is a betao Continuous feedback and improvement

• Be honest & transparent• Don’t be evil

o Google revolution

New speed

• Answers are instantaneouso Fast is better than slow

• Life is live• Mobs form in a flash

New imperatives

• Beware of the cash cowo Continuous change

• It is better to seek forgiveness than permission

• Simplify, Simplify• Get out of the way —Craig Newmark

ruled the earthIf

Media

• The Google Times— Distributed, collaborative, searchable

• Googlewood— Small is the new big

• GoogleCollins— Killing the book to save it

Advertising

• Eliminate advertising

• Word of mouth

• Advertising will stayo Reaching out to customers

Retail

• Google Eatso Data and openness

• Google Shopso A company built on peopleo Help organize your customers

Utilities

• Google Power & Lighto Google.org - RE<C (Renewable Energy is less

than Coal)o Patented the idea of wave powered water

cooled server farm• GT&T

o Control in customers’ hands - imagine a cable company as a platform for what we want to do.

Manufacturing

• The Googlemobileo Open source carso From secrecy to sharingo Get rid of the dealer

• Google Cola

Service

• Google Air— A social marketplace of customers:Can an airline become a publisher for itswise crowd?

• Google Real Estate— Information is powerEliminating the middlemen—or makingthem add real value

Money

• Google Capitalo Venture capital

• The First Bank of Googleo No middlemeno New online currency - Googlebucks

Public welfare

• St. Google’s Hospitalo The benefits of publicness o Patient’s community

• Google Mutual Insuranceo The business of cooperation

Public institutions

• Google Uo Opening educationo Teaching, testing, research and socializingo Separate youth from learning

• The United States of Googleo Geeks rule – solution orientedo Facebook was used against FARC in Columbia and

for Obama’s presidential campaign

Exceptions

• PR and lawyers— Hopeless

• God and Apple— Beyond Google?Is Apple the great exception or is it Googley?

Generation

• Friendship— We stay linked forever

• Publicness— Is privacy over?

• Thought— Does the internet make us smarter?

• Politics and government— Is this the transparent administration?

• Talent— This is the creation generation

Thank you