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01.12.10 When Does Real-time Search Become Too Slow For Humans?  By Brian SolisGood friend Jeremiah Owyang recently wondered whether or not the real-time Web was fast enough to keep pace with our insatiable appetites for information and connectivity. As such, Jeremiah introduced the emergence of what he refers to as the "Intention Web." With event planning features, like Facebook events, upcoming.org, we're starting to see people make explicitly public remarks on what they want to do, when, and with who. Welcome plancast.com a startup by Mark Hendrickson formerly of Techcrunch who created this simple website that allows people to broadcast what they plan to do next using Twitter or Facebook. Owyang summarized the true opportunity for the Intention Web as follows... Bottom Line: Intention Web will provide consumers with contextualized experiences. People will work together to share their information about what they plan to do, and improve how they work or organize. Expect Social CRM systems (Salesforce, SAP), Brand Monitoring vendors (Radian6, Visible Technologies), and Search Engines (Bing and Google) to quickly try to make predictive models on what could happen, and what are the chances. Businesses that have a physical location like retail, events, or packaged goods can use this data to anticipate consumer demand. They may offer contextualized marketing, or increase or decrease inventory or store hours to accommodate. Don't be surprised in the future and you walk into a store with your preferred items, meal, or drink already nicely packaged for you. His reference to Plancast is indeed representative of an emerging medium to publish future activities and intentions. And as such, they trigger a social effect that introduces new opportunities and incites potential activity among those within an immediate social graph as well as those defining the friends of friends network. While Plancast is a new service, Facebook events, Upcoming, as well as travel services such as TripIt and Dopplr, among many others across multiple verticals, have long represented an emerging category for the publishing and sharing of planned activities and goals. These activities serve as social objects and as such, they reveal information that can transform activities into relevant content and experiences that are presented to us in the near future. The Predictive Web Social Media becomes less about a move-and-react strategy and sets the stage for engendering meaningful interactions as well as building more tuned business infrastructures to support anticipated activity based on the intelligence and insight extracted from online behavior. As 2010 begins a new decade, we also usher in a new genre of context and personalization in the evolution of an intelligent and semantic Web - a Web that Tim O'Reilly, refers to as Web Squared. Among the hottest trends taking place in and around The Golden Triangle of social, mobile and digital innovation is the emergence of geo-local networking (such as Loopt, FourSquare and Gowalla), augmented reality, and social filtering. In the Future of the Social Web, I discussed the materialization of technologies and applications that would introduce a new era of social context in 2010. The reality is that these capabilities have existed for quite sometime, however, the iteration of new products and underlying algorithms have matured to a point where we can consider solutions for mainstream applications. Continue reading this article. About the Author: Brian Solis is principal at FutureWorks PR, an award-winning PR and Social Media agency founded in 1999. FW PR bridges the communications gap between companies and their customers, and between products and their specific benefits for their target markets. Solis blogs at PR2.0, http://www.briansolis.com, and regularly contributes to many industry trades. He is also frequently quoted in articles relating to technology trends and Marketing/PR strategies. |
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