"Conceivably the next great media company will be all spokes and no hub. It will exist as a constellation of connected apps and widgets that live inside other sites and offer a full experience plus access to your social graph and robust community features. Each of these may interconnect too so that a media company's community on Facebook can talk to the same on Twitter.
Facebook might be the first venue where this starts. It could become a mini news reader for millions who don't care about RSS or Twitter. Over time this may obviate the need to create large news sites. It's easier to create a rich interactive experience there than start a new news site and hope that people come to you. They won't have time to find or visit."
The implications of Steve's suggestions are significant.
If media companies don't have websites, what's the point of any brand having one?
Is the future all about applications and ideas that lock brands into social media?
If so, this will have huge implications for digital agencies who will no longer be needed to build web experiences and sites.
The bottom line is if you are an agency and you aren't playing in social media now and adding value to your client brand's experience, you are going to be in trouble.
Posted by Ed Cotton
(1) It has been the marker to judge this new hybrid world between the banner and the website, sadly, nobody, not even R/GA has come close to the excellence of the Nike site.
So, while we wait for another contender, it's worth taking a look at what's happening on the Nike + site today.
Interestingly, in common with every diet product and fitness center, Nike + is now in full resolution mode.
The site is allowing its users to upload their resolutions, to track them and send notes and encouragement to others making resolutions.
It's a great example of the dynamics of the site and how the experience can be flexible enough to respond to short-term needs like New Year's resolutions.
Posted by Ed Cotton