The Internet Revolution Is Sociology, Not Technology

Alexander Bard is crystal clear about it: The Internet revolution is about sociology, not technology. Get the insights here.

Gandalf look-alike, obsessed freak, wizard or great visionary guy? The opinions seem to differ.

Bard is an artist, sociologist and philosopher stating: This is the golden age of social monsters. This is the age of the address book.

Bard has more stunning quotes and facts. And a very compelling story.

So let’s explore more from Bard, including his 2012 keynote speech on video.

The Revolution is Sociology, Not Technology

Alexander Bard leaves no doubt: Yes the Internet is indeed a genie from the bottle. And the Internet is a supra technology, that’s how profound this revolution is.

But sorry for all tech lovers and freaks, this Internet revolution is about sociology, not technology.

This is the era of: Who you know is who you are. It’s about your network. It’s about how can I connect to the rest of the world?

How can I connect to more interesting people, and more interesting friends? Welcome to the networked society.

Collaborative ecosystems, not egosystems

Bard is very right in many things. Certainly in his vision on the networked economy.

I strongly believe that ego is not the important part of the Internet and this new world.

I do believe that the Maya’s were right: In 2012 the world will be shifting towards a new energy level.

We are indeed shifting from a world ruled by egosystems towards a world powered by collaborative ecosystems.

Part of the old world and economy, will not be able to make this shift.

Same for several institutions and brands: they will fade to black.

Awareness & Credibility

Bard is also very opinionated on mass media marketing and brands. I feel very connected to his story and have been ranting since 2007 here on ViralBlog.

Mass media marketing is shouting: Buy me please. Buying attention is for the desperados, Bard says. He refers to Google, SEO and SEA.

Bard states that the new world is about awareness and credibility. That brands today paying bloggers to get a little attention.

Closing up his speech Bard hits the sweet spot of marketing and consumer insights: If you want to know trends, don’t interview a bunch of 55 year old IT nerds.

Do interview a bunch of 17 year old South Korean teens. By doing so, you will have actionable insights and you will know how the whole world will consume media in 5 years.

About a strong sense of identity Bard says: What are today’s kids willing to die for? Not their country, like we when we were patriotic and young.

They are willing to die for their sub cultures and their peer communities. If brands want to connect to teens, it will need to be on their terms.

Watch Alexander Bard’s full speech here:

My Opinion?

Might be very clear for our loyal readers already? Technology controls us. All we can do is adapt.

But we will need to understand the impact of technology and the Internet.

The answers are very clear: Focus at sociology, not technology.

What About You?
How do you feel about the Bard speech and his vision? I would love to read your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker