前个星期帮朋友在Amazon上买了几本书，Amazon的确认邮件说预计在5月5日送到，没想到今天下午就收到了Amazon寄来的书了。
其中一本书是Forrester咨询公司的两位资深分析师一起写的Groundswell，这本书讨论的是在社会化网络的背景下，消费者和消费者互相之间的联系愈来愈紧密，这种消费者之间的联系力量将改变现有商业的游戏格局，因此，商业公司要去理解这种改变，与时俱进，善用网络，迎合和适应这种力量，而不是触怒和抵触这种力量。
这本书讲了许多故事，同时引用了大量Forrester咨询公司的调查研究数据。Forrester使用一个名字叫做Social Technographics的调研工具，根据用户在社会化网络中的使用习惯，定义了Creator,Criticse,Collectors,Joiners,Spectators,Inactives这六种角色，并定期调查用户的使用习惯，得到这六种角色的统计数据。想要仔细地了解这个工具，请看这里的幻灯片。Forrester也免费提供基于这个工具展开的调查数据，请看这里。
小容以前就在线上看过这个工具，所以在拿到书之后，还没有多大的兴奋。不过，看到第二页的时候，就立即跳起来打开blog写现在这个贴子。
为什么呢？因为今天是五月一日。
全书的第一段是这样写的：
When he woke up on May 1, 2007, Kevin Rose had no idea he was about to have the most interesting day of his life, courtesy of an uprising of his own customers.
这里的Kevin Rose就是Digg.com的创始人。翻过一页之后，作者开始写一年前的Digg叛乱故事。小容才想起原来Digg用户叛乱是在5月1日。摘要雷大的译文简要回顾一下这个故事：
一个Digg用 户在Digg.com上发了一个链接，这个链接指向一篇有一段密码的博客文章。这个密码可以解除高清晰度DVD的版权保护。AACS（译者：制定数字版权 保护技术规则的行业组织。他们的背后是各大电影制片公司、索尼、微软、英特尔等大公司）声称这违反了版权法，并给Digg发出了“不撤下这个链接就去死 （Cease and Desist）”的通牒。迫于压力，Digg的网管把这个链接撤掉了。
接下来发生的是，Digg的用户不断把这个密码重贴，Digg网管忙着删帖、封用户。事态不断升温。Digg在期间向用户发表声明，网站必须在法律范围内运作，否则将面临把整个公司毁掉的危险。
但这支匿名用户大军的战鼓已经敲响。他们显然发现这是件很酷的事，一个共同的目标立刻产生了。用户们完全无视网管的存在，很快用这段“非法”密码“淹没了整个digg网站。
想要详细去了解这个故事，请访文Yeeyan.com查看完整的译文，如果想看原文，请看这里。
上面这张2007年5月1日的Digg截图来自Flickr.com，请看这里查看原图。
Groundswell的作者讲完这个故事之后说：
This is the movement we call the groundswell.And while you can’t stop it,you can understand it.You can not only live with it; you can thrive in it. That’s the point of this book.
这个Groundswell的定义是：
A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
不知道去年今日参与Digg叛乱的Digg用户此时此刻是否还会记得去年的事情，或许他们已经将这样的群体狂欢忘得一干二净。他们没有想到的是，站在一边的旁观者，已经将事件记录下来，并开始思考由此带来的深远影响。
明年的这个时候，人们还会记得今天是RSS日（www.rssday.org）吗？
到这里加入RSS日的宣传活动，告诉你身边的亲朋好友，请他们尝试使用一下RSS，改变一下自己顽固的用户习惯，你也可以成为下一本Groundswell的主角。
10月5日更新：
Charlene Li已经离开了Forrester，Laolu更新于10月5日的贴子介绍了Charlene Li在三月份发表的演讲《从图解社交模式看社会化网络的未来》（The Future of Social Networks at Graphing Social Patterns）
Charlene Li的Twitter
http://twitter.com/charleneli
Charlene Li创办的咨询公司Altimeter Group
http://www.altimetergroup.com/
豆瓣上关于Groundswell的页面。
2 Comments
When the diggers were sitting up and rebel against the mighty power of business copyrights, Digg.com guys are pretty embarrassed because they want keep the users and visitors for the site while fearing that move could jeopardize Digg.coms’ life. I don’t know how the Digg.com revolt ended up. But there is one thing crystal clear: In the fast-tracking web age where the technologies and soical networking enable web users to share, act and get together more easily than ever, social sites might take notice to the unpredicatable grassroots power of social networking. This power, if harnassed properly and fully, can turn an upstart site into a star site. Or it will ruin the site into digital trash.
Still, I can not figure out why social technograhpics exactly mean to me. IMHO: it’s a combo of techno-and demograhics. Probably in Charlene Li or Forresters’ mind, there is an emerging demographics of technology-savvy web users who are using the web 2.0 or even more the state-of-art web technologies to shape up the digital landscape on the web. The golden rule: Users are the king on the web.
Speaking of RSS: I used to read my fav blogs via RSS (by means of FeedBurner). But now it seems FeedBurner is (or NOT )blocked. So I have to switch to reading blogs in my IE or Firefox or through email subscription. One funny thing: I have many friends who don’t know what RSS is about, some of them even don’t know what a blog is. You can see there is a big extremely sharp contrast between what’s going on in terms of web technology in China and in others countries with more savvy netizens.
I will remember May 1st as the RSS day and try to educate my buddies about RSS.
PS: I wonder if Oliver had a typo in the 3rd paragraph, critice is perhaps supposed to be critic, in stead of critice.
Thanks to Neuron, I have modified critice to critics ：）
About RSS, I think there is a digital gap between native people and innovative web technologies. It’s about not only translation and promotion of terms but also behavior and custom of mass users. Hecaitou’s post shows an example. (http://www.hecaitou.net/?p=2883) This morning I also leave a comment at Mr. Cao Zenghui’s related post. (Original URL: http://www.caozenghui.cn/?p=295)
The Digg story is very funny. Social technologies enable people to express themselves and make boycotts on something. The forces is not only for good, but also bad. It is unfortunate time to CEOs of big companies or nation. They need to listen to unreasonable people and understand the unpredictable power which Charlene Li called Groundswell.
In fact, I coined a term called Brandemocracy which is a combo of brand and democracy. last year.Technical innovation will release the power of people to get more consumer rights
from the side of companies. But I have never written any post on it. Maybe I should blogging on it in the future.