Stanford Entrepreneurship corner, Guy Kawasaki: Creating Enchantment No.10 Using Technology to Communicate

Guy Kawasaki: Creating Enchantment No.10 Using Technology to Communicate

Let's talk about technology for enchanting people. First, you need to remove the speed bumps from your technology. This is what you call captcha. It is done to eliminate robots and spammers. You're making it hard to sign up. What word is this? Is it Farsi? Is it Katakana? Hiragana? Is it Yiddish? What is that? Is it a Cyrillic language? What language is that? Why don't you just tell me you don't want me to register? Think of the speed bumps. When you say you can have a free account, just give me 35 fields of personal information. Oh, yeah, give us your Visa card number. We're never going to charge it. But just in case we need to verify your existence. Just tell people you don't want them to use the service. Just be honest. Remove the speed bumps. Second thing is you need to do one of these three things in most social media circumstances. You either provide information. Information like Amazon just shipped an iPhone app where you can be in a store, take a picture of a barcode. The barcode will go up in the cloud, talk to Amazon. Amazon will come back and send you an immediate message how much that thing would cost at Amazon. It's information to know that Amazon has released such a cool app. That's useful. The second kind of thing you could do is provide insights. What does it mean that Amazon has done this app? Does this mean the end of shopping in an analog sense? What does it mean to have such a great app on an iPhone? And the third way is assistance. How can I get this app? Where do I get this app? How do I use this app optimally? Those three things are the key to social media. The next thing is some benchmarks for you. You want to use technology. Well, you need to engage fast. Fast means within 24 hours. Every app message, every direct message, every email, within 24 hours. This is a goal, believe me. I am as guilty as anybody of not being able to do things in 24 hours. But this is the ideal goal. In 24 hours, you should engage many people. Again, plant many seeds. Lonelyboy15 writes to you. Answer back. It doesn't just have to be the A-lister from the New York Times. Answer back. And then, you should consider the use of technology, something you have to use all the time. It's not something that you do after everything else is done. Maybe I'll answer my email. Maybe I'll get on Twitter. Maybe I'll update my Facebook fan page. It's core to your existence as an enchanter. You have to do it all the time. It's core, not context, to use Jeffrey Moore terminology.

Guy Kawasaki: Creating Enchantment No.10 Using Technology to Communicate |||Lumous||||| |Kawasaki||||||| Guy Kawasaki||||||||İletişim kurmak |||魅力を引き||||| Guy Kawasaki: Verzauberung schaffen Nr.10 Technologie zur Kommunikation nutzen Guy Kawasaki: Crear encanto nº 10 Utilizar la tecnología para comunicar Guy Kawasaki : Créer l'enchantement n°10 Utiliser la technologie pour communiquer Guy Kawasaki: Creare incanto n. 10 Usare la tecnologia per comunicare ガイ・カワサキ：魅力の創造第10回テクノロジーを使ったコミュニケーション 가이 가와사키: 기술을 사용하여 소통하는 인챈트 10번 만들기 Guy Kawasaki: Tworzenie zachwytu nr 10 Wykorzystanie technologii do komunikacji Guy Kawasaki: Creating Enchantment No.10 Utilizar a tecnologia para comunicar Гай Кавасаки: Создание очарования №10 Использование технологий для общения Guy Kawasaki: Büyü Yaratmak No.10 İletişim Kurmak için Teknolojiyi Kullanmak Гай Кавасакі: Створення чарівності №10 з використанням технологій для комунікації 盖伊-川崎：创造魅力 No.10 利用技术进行沟通 Guy Kawasaki：使用技術進行交流創造魅力 10

Let's talk about technology for enchanting people. |||||очаровывающих| |||Teknoloji hakkında konuşalım||büyüleyici| |||||魅了する| Hablemos de tecnología para encantar a la gente. First, you need to remove the speed bumps from your technology. |||||||dos d'âne||| |||||||tümsekler||| |||||||スピードバンプ||| En primer lugar, tienes que eliminar los obstáculos de tu tecnología. まず、あなたの技術からスピード障害を取り除く必要がある。 Во-первых, вам нужно устранить препятствия на пути развития вашей технологии. 首先，您需要消除技術中的障礙。 This is what you call captcha. |||||капча |||||captcha |||||captcha Bu|||||captcha budur |||||キャプチャ Esto es lo que se llama captcha. これがいわゆるキャプチャだ。這就是您所說的驗證碼。 It is done to eliminate robots and spammers. |||||||spammeurs |||||||istenmeyen e-posta gönderenler |||||||スパマー Se hace para eliminar robots y spammers. ロボットやスパマーを排除するためだ。這樣做是為了消除機器人和垃圾郵件發送者。 You're making it hard to sign up. Estás dificultando la inscripción. 契約するのを難しくしている。你讓註冊變得很困難。 What word is this? ¿Qué palabra es ésta? これは何語ですか？這是什麼詞？ Is it Farsi? ||Farsça mı? ||ペルシャ語です ¿Es farsi? Это фарси? 是波斯語嗎？ Is it Katakana? ||katakana script ||Katakana mı? ||カタカナ ¿Es katakana? Hiragana? Hiragana Hiragana nedir? ひらがな ¿Hiragana? Is it Yiddish? ||Yiddish ||Yidişçe mi? ||イディッシュ語 ¿Es yiddish? What is that? Is it a Cyrillic language? |||Cyrillic| |||Kiril alfabesi mi?| |||キリル文字| What language is that? 那是什麼語言？ Why don't you just tell me you don't want me to register? ||||||||veux|moi|| |||||||||||anmelden ¿Por qué no me dices que no quieres que me registre? Почему бы вам просто не сказать мне, что вы не хотите, чтобы я регистрировался? Think of the speed bumps. Piensa en los badenes. Подумайте о скоростных препятствиях. 想想減速帶。 When you say you can have a free account, just give me 35 fields of personal information. ||||||||||||champs||| ||||||||||ver||alanlar||| |あなた|||||||||||||| 當你說你可以擁有一個免費帳戶時，只需給我 35 個欄位的個人資訊。 Oh, yeah, give us your Visa card number. |||||Visa kartı|| 哦，是的，請告訴我們您的 Visa 卡號。 We're never going to charge it. |jamais|||| Asla şarj etmeyeceğiz.||||şarj etmek| ||||充電する| Мы никогда не будем брать за это деньги. But just in case we need to verify your existence. |||||||vérifier||existence |||||||doğrulamak||varlığını doğrulamak Just tell people you don't want them to use the service. il suffit de|||||||||| ||||||||||hizmeti kullanmak Просто скажите людям, что вы не хотите, чтобы они пользовались этой услугой. Just be honest. ||honnête Remove the speed bumps. enlever|||dos d'âne |||tümsekler Second thing is you need to do one of these three things in most social media circumstances. ||||||||||||||||обстоятельствах ||||||||||||||||circonstances ||||||||||||||||durumlar You either provide information. |||bilgi O proporcionas información. Вы либо предоставляете информацию. Information like Amazon just shipped an iPhone app where you can be in a store, take a picture of a barcode. ||||||iPhone|||||||||||||| ||||a expédié||||||||||||||||code-barres ||Amazon||gönderdi||iPhone uygulaması||||||||||||||barkod resmi ||||||||||||||||||||バーコード Например, Amazon только что выпустила приложение для iPhone, с помощью которого вы можете, находясь в магазине, сфотографировать штрих-код. 像亞馬遜這樣的資訊剛剛推出了 iPhone 應用程序，你可以在商店中拍攝條碼照片。 The barcode will go up in the cloud, talk to Amazon. Barkod buluta yüklenecek, Amazon ile iletişim kuracak.|barkod|||||||||Amazon'a El código de barras subirá a la nube, hablará con Amazon. Amazon will come back and send you an immediate message how much that thing would cost at Amazon. |||||||||||||chose||||Amazon It's information to know that Amazon has released such a cool app. |||||||lancée|||| |||||||yayınladı|||| Es informativo saber que Amazon ha lanzado una aplicación tan chula. That's useful. Eso es útil. The second kind of thing you could do is provide insights. |||||||faire|||des informations |||||||||sağlamak|öngörüler ||||||||||洞察 El segundo tipo de cosas que podrías hacer es aportar ideas. 你可以做的第二種事情是提供見解。 What does it mean that Amazon has done this app? ||||||||cela|application |||||Amazon uygulaması|||| 亞馬遜做了這個應用程式意味著什麼？ Does this mean the end of shopping in an analog sense? ||||||||||sens |||||||||analog anlamda| ||||||||||アナログ的に ¿Significa esto el fin de las compras en sentido analógico? Означает ли это конец покупок в аналоговом смысле? 這是否意味著模擬意義上的購物的終結？ What does it mean to have such a great app on an iPhone? ¿Qué significa tener una aplicación tan buena en un iPhone? 在 iPhone 上擁有如此出色的應用程式意味著什麼？ And the third way is assistance. |||||помощь |||||l'assistance |||||yardım etme そして||第三|方法||支援 How can I get this app? Where do I get this app? How do I use this app optimally? ||||||оптимально ||||||de manière optimale ||||||en iyi şekilde ||||||最適に Those three things are the key to social media. ||şeyler|||||| The next thing is some benchmarks for you. |||||показатели|| |||||bazı kıstaslar|| |||||基準|| 接下來是一些給你的基準。 You want to use technology. Well, you need to engage fast. ||||включить| |sen|||Hızlıca harekete geçmelisin.| Pues tienes que comprometerte rápido. Тогда вам нужно действовать быстро. 嗯，你需要快速參與。 Fast means within 24 hours. Every app message, every direct message, every email, within 24 hours. ||||||||dans| ||||doğrudan mesaj||||| |||||||メール|| This is a goal, believe me. I am as guilty as anybody of not being able to do things in 24 hours. |||coupable||||||||||| |||suçlu||herkes||||||||| |||罪深い||||||||||| Soy tan culpable como cualquiera de no poder hacer las cosas en 24 horas. Я, как никто другой, виновен в том, что не успеваю сделать все за 24 часа. But this is the ideal goal. ||||идеальная| In 24 hours, you should engage many people. ||||einbeziehen|| ||24 saat içinde birçok kişiyle etkileşime geçmelisin.||etkileşim kurmak|| 24小時內，你應該吸引很多人。 Again, plant many seeds. |||семян |||graines |Tekrar, birçok tohum ek.||Tekrar, birçok tohum ek. De nuevo, planta muchas semillas. Lonelyboy15 writes to you. Лонлибой||| Lonely boy||| Yalnızçocuk15 yazıyor.||| ロンリーボー||| Lonelyboy15 te escribe. Lonelyboy15 寫信給你。 Answer back. It doesn't just have to be the A-lister from the New York Times. ||||||||звезда||||| ||||||||lister||||| |||||||en ünlü|ünlü kişi||||| ||||||||有名人||||| No sólo tiene que ser la estrella del New York Times. Это должен быть не просто человек с мировым именем из New York Times. 不一定是《紐約時報》的一線明星。 Answer back. And then, you should consider the use of technology, something you have to use all the time. It's not something that you do after everything else is done. Это не то, что вы делаете после того, как все остальное сделано. 這不是你在完成其他所有事情之後才要做的事情。 Maybe I'll answer my email. Maybe I'll get on Twitter. ||||Твиттер Maybe I'll update my Facebook fan page. It's core to your existence as an enchanter. |||||||волшебник |||||||enchanteur |||||||magician |zentral für|||||| Bu, büyücülüğünüzün özüdür.|varlığının özü|||varoluşunun özü|||büyücü |核心|||||一人の|魔法使い Это основа твоего существования как чародея. You have to do it all the time. |||||||いつも It's core, not context, to use Jeffrey Moore terminology. |||||||Мур| |||||||Moore| ||||||Jeffrey Moore|Jeffrey Moore terminolojisi|terminoloji kullanımı それは|||文脈||||ムーア|用語 Это ядро, а не контекст, если воспользоваться терминологией Джеффри Мура.