3 New Economic Forces in the Digital-Human Era

Isra Garcia
Isra Garcia Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Posted on November 27th 2012

3 New Economic Forces in the Digital-Human Era

 

The revolution we’re experiencing is essentially the result of 4 factors. The collision of three new economic forces (the economy of sharing, the economy of attention and the economy of connection) with a disruption of the system.

Economy of Sharing

It all starts with the economy of sharing, changing the way in which this interconnected world which is, digitally speaking, increasingly human, works.

The rule is easy: the more you share, the greater impact you have, the more you make a change, the more you contribute and the more you have.

Economy of Attention

Attention is the new currency in our society. It is one of the rarest and most precious resources we have. It is a good that generates business. It is what the media, marketing professionals, the Internet and any of us fight for everyday.

We work towards being given permission, permission to tell a story that connects.

Economy of Connection

I believe that we should pay more attention to understanding how we work in this digital-human economy enabled by a connection and the democratisation of information and, therefore, power. The world we live in requires us to train a growing number of people with the skills and know-who to survive in it. This is achieved, mainly, by connecting.

A divide exists between projects in the economy of connection: those that create connections and those that don’t.

Internet is a connections machine. Every popular project on the Internet: Twitter, Facebook, LinkedIn, eBay, Amazon, etc., exists to create connections between human beings. Prior to the Web this would have been difficult or impossible to do.

When you tell us about your company, project or initiative, you must first of all tell us how it’s going to help us connect. Everything else will work on its own.

Without interaction, there’s no relationship. Without a relationship, there’s no connection. Without a connection, there’s no change. Without change, there’s nothing. And so, without sharing, there’s no connection; and, without a connection forget the attention, and without the attention, there’s no transaction.

Disruption Means New Inputs

Disruption of the system and accepting chaos as another standard asset has increased the possibility of creating revolutions. In the era of attention, connectivity and sharing, the social web isn’t going to save your business. What is arising feels more like marketing: it’s more improvised, it’s based on innovation and inspiration, and it involves the connection between people, and less like a run-of-the-mill job in which you must do what you did yesterday, only faster and cheaper.

The social web started as a revolution in the way people connect, share and draw attention, as well as learn and communicate. These effects cannot be undone.

In this digital-human environment, these three new economic forces warp, interrupt and disrupt the balance of functions in the industrialised system based on values, skills and knowledge which stopped being useful some time ago.

 

Isra Garcia

Isra Garcia

Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on two occasions and has participated in more than 270 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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Comments

Kent Ong
Posted on November 28th 2012 at 4:00AM

All sharing, getting attention and connection are meant to build relationship. Conclusion is, we need to have great relationship (economy of relationship).

Isra Garcia
Posted on November 28th 2012 at 8:12AM

To me relationship is connection, if there's no connection, there's no relationship. It's about naming terms, but you're quite right. I'ts all about relationship, which can be the final stage.