Book Report by Zack LeungMRKT 4177 R10

What Would Google Do? 2

• Jeff Jarvis• Ten Google Rules• What Google Will Do• Criticisms

Zack Leung

What Would Google Do? 3

• July 15th, 1954• Professor

– City University of New York: Graduate School of Journalism• Consulting and Partner

– Daylife• Writes and Hosts

– The Guardian– Media Talk USA

• Past Work– Advance.net (President and Creative Director)– Enteraintment Weekly (Founder)– New York Daily News– TV Guide and People (TV Critic)– San Francisco (Columnist)– Chicago Tribune (Asst. Editor and Reporter)– Chicago Today (Reporter)

Zack Leung

What Would Google Do? 4

• On the internet– Blog Guru

• BuzzMachine.com– Facebook

• Over 1400 Friends– Twitter

• 53,000 Followers– Google Jeff Jarvis vs. Zack Leung

• Leung: 1,020,000 results (0.14 seconds), Relevance 0%• Jarvis: 494,000 results (0.15 seconds), Relevance 100%

Zack Leung

What Would Google Do? 5

• “Observe, and do not touch”– Must Participate and Engage

• Your Worst Customer is you new:– Best Friend– Business Partner

• No one knows the customer better than themselves

• Listen. Participate. Solve. Win

Zack Leung

What Would Google Do? 6

• Linking– “Do what you do best, Link

the rest”– Different knowledge

• “Read More”– Efficient and Effective– Creates network

Zack Leung

• Platforming• Let people stand on top• Don’t punish

• Complement• Free added value• New markets

What Would Google Do? 7

• Searachable– “If you can’t be searched, you

won’t be found”– Search Engine Optimization (SEO)

• Words that are easily recognized• Separate headings

– GoogleJuice– “Value is not measured within the

website, but amount of viewers you have”

Zack Leung

What Would Google Do? 8

• Would you say Facebook:A) Connecting new friendsB) Staying connected– “Elegant Organization”

• Mark Zuckerberg: “Communities are already doing what they want to do. If you're lucky, they'll let you help them.”– Amazon– Flickr– Groups

• Exists with, or without your company

• Synergy – outcome Group > Individual

Zack Leung

What Would Google Do? 9

• “Mass market is dead, the mass of niches forms the market”– Specialty stores vs Department store

• Internet never runs scarce• Like choices, Segmentation,

Diversity• “Open” source economy

– Wikipedia, Dell, Starbucks– Sense of Ownership– Outsiders better than insiders

Zack Leung

What Would Google Do? 10

• Inverse relations between trust and control– More control, less trust– Less control, more trust

• Give them more control– Doors not walls– User’s development

Zack Leung

What Would Google Do? 11

• Imperfect ≠ become perfect• Beta Life– “There way of not having to say sorry”

• “Failing quicker”• Honesty

Zack Leung

What Would Google Do? 12

• Instantaneous– SMS – Facebook– Twitter

• “Mobs”

Zack Leung

What Would Google Do? 13

• New Business Reality• New Imperatives

Zack Leung

What Would Google Do? 14

• Who actually knows?– Search Engine– Simple and fast

• Not to replicate– To be enlightened– Google’s perspective– WWGD

Zack Leung

What Would Google Do? 15

• Media Publisher– “Atoms” are a drag– Think distributed– Listen well– The internet kills inefficiency– The mass market is dead. Long live

the mass of niches-small is the new big

– Elegant organization-get out of the way

– Beware the cash cow in the coal mine-encourage, enable, and protect innovation

Zack Leung

What Would Google Do? 16

• General audience gives good feedback– Ray Bert, “you’re either not paying

attention or you’ve already been thoroughly inculcated”

– Stephanie O’Donohoe, “thorough, engaging and insightful”

– Publisher Weekly, “..insights are stimulating…”

Zack Leung

What Would Google Do? 17

• Zack– Insightful– Different perspective– “Failing quicker”– Beta

"To be simple is to be direct. To be direct is to be honest. To be honest is to be human. To be human is to be in a conversation. To be in a conversation is to collaborate. To collaborate is to hand over control. And we are back to where we started, to Jarvis' First Law: Give the people control and we will use it. Don't and you will lose us. Simple.“ – Jeff Jarvis

• Be with it, or be ruled by it.

Zack Leung

What Would Google Do? 18Zack Leung