What are the signs that you’re living in a revolution, and how would you know one is underway? There could be a relatively short and violent struggle, like the American Revolution that transformed the country’s political status from King’s colony to independent democracy. That kind of change would be hard to miss. But what if there was a much slower unfolding of mostly non-violent events that gradually transform how people live, like the Industrial Revolution. Would you even notice it happening?

We’re living through one of these slower events right now. The Digital Revolution is creating dramatic technological, political, social, economic and cultural change (see video below for more). Each day we hardly notice the difference, but over time the way we live is changing. Much of the change is exciting: social networking allows people to keep in touch as never before, and help elect a president. But some of the change is painful and scary: the newspaper business is in decline, and the future of journalism’s critical role supporting democracy is unclear.

Once in a while I post a link to an article about Internet advertising, and friends ask me why I want to share something so dull. In part, I’m just keeping up with my profession. But it’s also because I believe that figuring out how to monetize online businesses, and who controls this monetization, are two of the big open questions of the Digital Revolution. While we’re seeing the power of the Internet to mobilize individuals and groups, it’s also true that they who control the money control the age. So I think it’s a big deal that today Yahoo and Microsoft announced a search deal. This may seem like just a small step along the path of this revolution, but I think it’s a critical one. To maintain the financial health of the Internet and support all this wonderful innovation, we need competition and choice in online advertising. It may seem ironic, but in my view Microsoft is the only company that can help ensure a positive future for the Digital Revolution. Go Bing.

Clay Shirky on how social media is changing politics and government. An example of the more noticeable impact of the Digital Revolution.

Happy fourth birthday Amelia! We celebrated her big day under the warm sun at Golden Gardens beach with a few of her friends. The best present: her cardiologist gave her an annual echocardiogram this week and said her heart is totally stable.

As I sat on the beach looking at the Olympic mountains, blinking through the glint off Puget Sound, I realized that I used to mark my life through big, memorable, epic experiences, like racing across the Pacific or catching a 10 foot Hawaiian wave. Now, my life is marked by taking the wife and kids to the beach and watching my daughter blow out a candle on her birthday cupcake. And the funny thing is, I never would have guessed that something so simple could be so moving.

PS - After I lit the candle I put the match down on a polypro blanket and it burned a hole, which Zack (5) was trying to point out to me while shooting the vid.

PPS - Love my new iPhone 3G S, makes it so easy to shoot vids and upload to YouTube. I was always the worst at getting out the camera. Now I may actually record and share some of this stuff.

A few friends posted links to a long article in the New York Times last week on whales. To summarize the article: whales are amazing, almost human-like in their capacity for emotion, play, and interaction; the Navy's sonar may be killing some of them; it's too bad the Supreme Court declined to stop the Navy.

My most memorable experience with whales occurred when I was Officer of the Deck of USS Leftwich just off Oahu in 1996. Grey whales were in the middle of their migration from winter feeding grounds in Alaska to their breeding grounds in Mexico. They liked to linger on relatively shallow Penguin Bank, between Oahu and Molokai, which was a sort of way station on their long trip across the vast and deep Pacific basin. On a break between fleet exercises, I asked the sonar techs to tune our passive sonar to the whales' songs, and patch it over the internal communication box. We then followed the whales from a safe distance, watching them broach, tail slap, and play, while hearing them sing to each other. It was amazing.

Later, we ran an anti-submarine warfare (ASW) exercise with a Naval Reserve ship mostly staffed by civilian contractors. The ship had a special experimental array that could "sonify" the ocean, providing incredible intelligence about what was happening under the water. My destroyer's active sonar dome was highly advanced, but looking for submarines, especially quiet diesel electrics in busy waterways, was like stumbling around in darkness with a book of matches, lighting them up at random intervals, and hoping to find something. In  contrast, the experimental sonar was like simply turning on the lights. It was just a dramatic step-function difference.

Several months later I read that a pod of whales had beached themselves on the coast of Oregon at about the same time we had been conducting our exercise, and a few died. A marine researcher called the mass beaching bizarre, like the whales' internal navigation system had failed. The temperature gradients of the ocean create ducts that enable sound to travel great distances, and I wondered if our experiment could have been a contributor. As the Times article describes, these concerns are still playing out over a decade later between environmentalists and the Navy.

The issue is that there is no way to conduct effective training exercises without actually using sonar. And submarines are a threat we must be ready to address. Today a bunch of rag-tag Somali teenagers with AK-47s, rocket propelled grenades, and light-weight boats are causing a lot of havoc in the Arabian Sea and Gulf of Aden, which are the approaches to the important Suez Canal. Imagine what could happen if Iran decides to deploy highly trained professionals in modern diesel electric submarines to close the Straight of Hormuz, or China deploys nuclear submarines to the Straight of Malacca. Approximately 95% of the world's commerce and trade happens over water. Though the US Navy totally dominates the ocean, allowing the entire global trade system to function, we cannot take this dominance for granted.

So though I find whales very inspiring, support continued environmental and scientific research about them, and want the Navy to take as many actions as possible to protect them (which it is doing), we also need to make sure the Navy can continue to conduct realistic training exercises to counter a serious threat. As we used to train our watch officers: eternal vigilance in the price of safety. We need to find a way to save the whales, while also maintaining our ability to keep the seas free. The Supreme Court made the right decision.

Since I recently joined Spring Creek Group, a few family and friends have asked me what I do all day. Here’s an answer:

Mass marketing was the dominant form of marketing in the 20^th century. It arose in response to rapid urbanization and the desire for companies to push messages out to as many people as possible. In the 1920s radio was the primary technology for delivering mass media and marketing, and after the Second World War the television.

Then a funny thing happened: the next big technology to come along, the Internet, is turning out to be a more challenging environment for mass marketing. Radio and television rely on commercial breaks, interrupting content programming to deliver an advertisement. The Internet is a more cluttered and busy environment. People are able to tune out ads more easily, and advertisers are having a hard time figuring out how to apply the old mass marketing techniques to this new online medium.

Enter social media marketing. The Internet may have broken the old mass marketing paradigm, but it’s a fantastic place for people to find information, connect to each other, and widely share thoughts, feelings, ideas and opinions. This is how marketing primarily happened prior to radio and television: people gathered input from friends and family to make decisions. In fact, this has always happened, even in the age of mass media. The difference is that the Internet enables people to have much larger networks, moving from just 150 face-to-face connections to in some cases over 2 million digital ones.

Social media marketing builds on the discovery, sharing and communication strengths of the Internet. By engaging people in forums, blogs, article comments, and social networks, marketers help people discover and share business stories. This new media landscape can be a little intimidating: there is almost no buffer between the audience and the marketer, people are talking all the time, and the ground rules are very different. How should a marketer engage? Here are three basic steps to consider when approaching social media:

1. Set the strategy. Before we can start, we need to know what we’re trying to accomplish, how we’re going to do it, and how we’ll measure success. Like any other marketing effort, this requires setting our strategy.

• Determine the objective. As marketers we’re most often responsible for driving demand: building awareness, shifting preference, or deepening engagement. But our objectives could also be improving customer service or soliciting feedback for product development.
• Review the company’s assets. Every company has something unique and valuable that can be used in social media to fuel a conversation. This might be content, or it might be pre-existing relationships.
• Set the metrics. Each objective naturally lends itself to certain success metrics. These might be secure stories, move sentiment, drive leads and conversions, increase fans and page views, or resolve service requests.

2. Engage: but remember it’s a conversation, not a campaign. Mass marketing was about planning a campaign and projecting the message out to an audience. Now, we can engage directly with people. We’ve moved from one-way marketing campaign to a two-way conversation, which has several implications for how we conduct our marketing efforts:

• Start by listening and learning. Good conversationalists are good listeners. So though our natural instinct as marketers is to tell our companies’ stories, we instead need to start by listening to what customers are already saying. There’s a lot to be learned first.
• Follow the norms. In social media we must always be open, honest, authentic and transparent. Blatant shills or fake blogs are sure to be found out and cause a backlash.
• Find the influencers. Having lots of conversations with lots of people can be very time consuming. It just doesn’t scale very well. To ensure our efforts have the most impact possible, we can focus our outreach to the people who are most opinionated and connected – the influencers.
• Add value. To establish relationships and trust with influencers and others, we need to give before we ask for something in return. We can’t just show up for the first time and ask for a product review.
• Maintain a sustained effort. Relationships don’t happen overnight, and require continual investment of time and energy.

3. Track and optimize. We set our metrics when preparing our strategy. As with any other marketing effort, once we start to engage we’ll just want to track how we’re doing. We need to collect and analyze data, come up with insights about what’s happening and why, and then determine what actions to take to improve results.

In a way, the Internet has allowed marketing to come full circle, back to a time when word of mouth was the dominant way information was shared. We’re still in the early days with this technology and figuring out how to use it, but the basic structure just described – figure out what to do (strategy), do it (engage), and figure out if it’s working (track) – is a good starting point.