• Skip to main content
  • Skip to primary sidebar
  • Home
  • getgood.com
  • Privacy & Disclosure
  • GDPR/CCPA Compliance
  • Contact

Marketing Roadmaps

Creator Economy

Merging onto the Metaverse – the Creator Economy and Web 2.5

March 29, 2022 by Susan Getgood Leave a Comment

The Creator Economy is the onramp to Web 3.0 and the metaverse. Let’s call it Web 2.5. We are still largely reliant on centralized platforms but shifting toward a new paradigm, where control and ownership shift from the platforms to creators and consumers. 

In Web 2.0, creators are largely reliant on brand sponsorship and advertising for their income. While creators own their copyrights, the minute we share intellectual property on a social platform, we lose control of it, and we certainly aren’t compensated by the platforms even though they monetize it. The platform Terms-of-Service allow them to use it pretty much as they wish within the platform, and once shared, we have minimal control over how it gets shared onward. Even with content hosted on our own websites — where we have not extended a license to a platform — enforcing our intellectual property rights can be time consuming and costly. 

The blockchain, the foundational technology of Web 3.0, disrupts this paradigm, and promises to return control of  our content to creators and our consumption to consumers. Blockchain powers the transaction via cryptocurrency, manages the ownership /usage rights  to content via NFTs, eliminates the middle layer,  and creates the marketplace whereby both creator and consumer can directly benefit from popularity or scarcity. Today — limited edition digital art. Someday?  First edition novels. Memberships. Limited run video content. 

What does the Web 2.5 onramp look like? What are some of the forces/technologies driving us toward Web 3.0

  • Subscription services like Patreon, Substack and Only Fans where consumers can support their favorite content creators  [side note — always pay attention to what the adult industry does as they HAVE to push the envelope to stay ahead of the censors]
  • Creator programs within the big platforms (YT, IG, TikTok) to keep creators “in the family”
  • Increasing value of first-party audiences (subscribers, website visitors etc) resulting from the anticipated deprecation of the cookie 
  • Paypal, Venmo and Zelle make it easier to pay and be paid
  • Content management systems which store the content separately from the format in which it is displayed, powering things like RSS that make it easier to share content 
  • Podcast directories (Spotify, iTunes, Google) that let us subscribe to our favorite podcast regardless of where it is hosted

All of these things are getting us ready for the paradigm shift. 

We are still very much in the early adopter phase when it comes to Web 3.0, and specifically the period that marketers refer to as the Chasm (Moore, 1991), and the move from early adopters to early majority.  Change is scary, and paradigm shifts even more so. What do we have to address to cross the chasm? 

(Image borrowed from Crossing the Chasm – A Quick Summary)

I think we start with 3 things. 

  1. Simplicity — It’s all very complicated, at least to the average consumer. With so much jargon. We need to make things much simpler and easier to understand.
  1. Security– We rely on central authority to maintain order as much as, if  not more than, we distrust big business, financial institutions, and governments. The appeal of decentralization is offset by the fear that no one is in charge, that there are no controls. Block chain is its own policing agent but it’s hard for people to understand how. 
  1. Sustainability– Blockchain is computationally resource heavy. It needs big computers and lots of electricity to complete the underlying complex calculations that validate transactions. Bitcoin mining (the process of creating new blocks for the Bitcoin blockchain) is well known for its negative environmental impact. Newer currencies use  a different technique, but there is a lot of jargon and everything is a bit obscure. This complexity inevitably leads will lead to consumer confusion,  which means that Providers need to tell their sustainability story clearly and upfront.

The first point — Simplicity – is  the key to crossing the chasm into mainstream adoption.

Filed Under: Blogging, Creator Economy, Web3

Getting ready for the paradigm shift from Web2 to Web3

March 25, 2022 by Susan Getgood Leave a Comment

18 years ago, I started a blog. 

More as an experiment than anything else. An exercise to understand a paradigm shift that was clearly in its early stages from what we now refer to as  Web 1.0, a World Wide Web dominated by companies and mainstream media (in which consumers engaged with web pages largely in a read-only mode), to the social  Web 2.0. 

Starting with blogs in the early 2000s, and the social networks circa 2007 when Twitter launched and Facebook opened up to the public, the Web shifted to a community model. Commenting, sharing, liking. Consumers actively engage with content, and their contributions shape the conversation as much as the original. 

As a marketer, I was fascinated by this shift in the media model, and used my blog  and social channels to explore it as both participant and observer. I blogged pretty regularly for about 6 years and then sporadically thereafter. In part because I had less time but also because the paradigm stabilized. We’ve been actively in what many call the Creator Economy for the past 8-10 years. 

The defining elements of the Creator Economy

  • The shift of content creation from mainstream media as the dominant paradigm to a democratized media landscape where both MSM and content creators are credible sources of information. 
  • The accompanying change in “influence” No longer restricted to celebrity spokespersons and mainstream editors and pundits. Consumers began to use their voice to  impact the marketplace – of products and of ideas. These gave rise to influencer marketing, and the expansion of branded content  (FKA advertorial) as a business model to include influencer endorsement.  Authentic consumer endorsement of products and services they use and love, not cookie-cutter broadcasting of marketing message points. 
  • Innovations in monetization that allowed independent content creators to reap the benefits of their work — ad networks, influencer marketing agencies and platforms that connect brands with creators, sponsorship communities like Patreon etc.  This led (inevitably) to the rise of the personal brand, and (more interestingly) a rich content landscape that offers a more level playing field for creators to find their niche. 


It wasn’t that there wasn’t interesting stuff happening in the marketplace. It just wasn’t revolutionary, so I focused on the work. And more or less stopped writing on the blog. We are now on the verge of the next paradigm shift, from Web 2.0 to Web 3.0 and the Metaverse. I can’t think of a better place to work this out for myself than back here on my blog. 

So what exactly are Web 3.0 and the metaverse? Apart from constantly evolving. 

Web 3.0 refers to a number of technologies and web developments that collectively shift the paradigm from centralized platforms to decentralized, distributed computing (powered by blockchain technology) and interoperability. Cryptocurrency is an example of blockchain use, but there are other applications such as contracts, games and copyright management. Interoperability means that information can be easily shared/accessed across smart applications. Other technologies that are considered part of Web 3.0 – Artificial Intelligence, Augmented Reality, Virtual Reality. The end game (and we are quite a ways off) is ubiquity. Everything is interconnected and interoperable. 

The metaverse is a construct that represents the result of all these technologies coming together to create an interoperable, interconnected virtual 3D world that reflects the “real” world while eliminating/reducing barriers. In the metaverse, you can attend a concert in Berlin while sitting in NY. Not just watch a live stream – be there, sitting “next” to your friend who is in Berlin. And you both can buy NFT limited edition concert t-shirts, with or without a real world element.

Exciting stuff. Some things more than others, but lots of stuff to explore. In my next post, I’ll dig into where we are today. 

__


Resource:  Nice roundup of tools and technologies that support the Creator Economy by venture firm SignalFire.

Filed Under: Creator Economy, Web3

Primary Sidebar

 

“If you don’t know where you are going, any road will take you there.” – Lewis Carroll, Alice in Wonderland

Recent Posts

  • Merging onto the Metaverse – the Creator Economy and Web 2.5
  • Getting ready for the paradigm shift from Web2 to Web3
  • The changing nature of influence – from Lil Miquela to Fashion Ambitionist

Speaking Engagements

An up-to-date-ish list of speaking engagements and a link to my most recent headshot.

My Book



genconnectU course: Influencer Marketing for Brands

Download the course.
Use code Susan10 for 10% off.

genconnectU course: Influencer Marketing for Influencers

Download the course.
Use code Susan10 for 10% off.
Susan Getgood
Tweets by @sgetgood

Subscribe to Posts via Email

Marketing Roadmaps posts

Categories

BlogWithIntegrity.com

Archives

Copyright © 2023 · Lifestyle Pro on Genesis Framework · WordPress · Log in

Manage Cookie Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent may adversely affect certain features and functions.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage vendors Read more about these purposes
View preferences
{title} {title} {title}