content and community
Post on 17-Oct-2014
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Presentation given at OktoberFEST Innovation seminar in Munich Oct 2009TRANSCRIPT
CONTENT & COMMUNITY
HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION
OF CONTENT
neilperkin.typepad.comImage courtesy http://pleaseenjoy.com/
Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/
SOCIAL IS BECOMING A PART OF ALL
MEDIA STREAMS
Social dimensions are paramount to most people
…and most forms of entertainment
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
http://www.flickr.com/photos/marthaburzynski/
IS THIS REALLY SUCH A BIG DEAL?
Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/
“The other guys think the purpose of communication is to get information.
We think the purpose of information is to foster communication.”Mark Zuckerberg, CEO Facebook
TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD
http://www.flickr.com/photos/danarah/
EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
http://www.flickr.com/photos/esparta/
The means of production and distribution are shared
THE RELATIONSHIP IS NO LONGER LINEAR
http://www.flickr.com/photos/timothyschenck/
THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services
= Attention, participation, interaction,
content
http://www.flickr.com/photos/wespionage/
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
WE HAVE TO RELEARN WHAT WE THINK WE KNOW
WHAT COMMUNITY ISN’T
www.howies.co.uk
http://www.flickr.com/photos/ivanovash/
YOU DON’T ‘MANAGE’ COMMUNITY
“In the knowledge economy all staff are volunteers, but our managers are trained to manage conscripts” Peter Drucker
http://www.passiveaggressivenotes.com/
THE FEWER RULES & BOUNDARIES, THE BETTER
http://little-people.blogspot.com/
BIG ISN’T NECESSARILY BETTER
Broadcast rules don’t apply
SO HOW CAN I CREATE A
COMMUNITY?
WRONG QUESTION
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
HOW SHOULD IT WORK THEN?
http://www.flickr.com/photos/twenty_questions/
LISTEN & ACT ON FEEDBACK
GET STUCK IN
http://slimgoodies.tumblr.com/
Encourage discussion, be a part of it
ADD VALUE
http://www.flickr.com/photos/artsyt/
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
STICK AROUND
http://www.flickr.com/photos/jryle79/HT http://farisyakob.typepad.com/
Relationships require building, so rather than short-term ROI, you need to take a longer-term view
“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/
Image courtesy http://jimdowling.typepad.com/
DYSFUNCTIONAL, FUN, NORMAL
…HUMAN
http://www.flickr.com/photos/pulpolux/
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but
it's not.“
Seth Godin
Image: http://www.gapingvoid.com/
PEOPLE NOT TECHNOLOGY
“Our focus should be not on emerging technologies but on emerging cultural
practices.”
Henry Jenkins, Professor of Comparative Media, MIT and author of
Convergence Culture
Blog Her/Compass Partners Social Media Study
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
http://www.flickr.com/photos/streamishmc/
A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
NETWORKED NOT LINEAR
http://www.flickr.com/photos/arbegofoto/
Models built on ubiquity not scarcity
“Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now.”
Ian Rogers
Social media thinking has to run through the organisation
Loosely-coupled value chains that include users as value creators
FREE FLOWING NOT STATIC
“Content Ubiquity” Peter Chernin, News Corp
Services, applications and content are scalable and portable
Platforms that are seamlessly inter-connectable
No barriers to interaction - interfaces that get out of the way
Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg
MULTIPLE TOUCHPOINTS
Streams not microsites
DISTRIBUTED NOT DESTINATION
“As we move beyond Web 2.0 into an ever more interactive network, in which users send as much material as they consume…it becomes obvious that we are
progressing from the Internet through the Web to the Stream” Glen Hiemstra, Futurist.com
Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/
NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE
Authenticator: Help the audience figure out what to believe, what can they trust
Sense-maker: Help the audience derive meaning from what is happening in the world
Navigator: Help the audience find their way around a story or issue and point them to the “good stuff”
Forum-leader: Help the audience engage in a discussion in a knowledgeable way
Make it as easy as possible for your fans to find it and
spread the word
If the web is a mass of conversations, then get talked
about
Create content and services that are worth passing on
CREATE CONTENT THAT IS REMARKABLE
http://www.flickr.com/photos/oldflints/
91 90
Every community has super-users – high authority, highly active
Know who they are
Interaction
Participation
Value
Value
Engagement
Data
User
Producer Shared content
Distributed content
Drive-by
Browse
Interact
Superusers
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Marketing spend generates traffic
Some of that traffic sticks
Users are inspired and enabled to talk about your
product
They spread the message around the network
SETH GODIN – ‘FLIPPING THE FUNNEL’
VIDEO DIDN’T KILL THE RADIO STAR
…BUT SOCIAL MEDIA HAS CHANGED COMMUNICATIONS FOR GOOD
MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATIONStatus, Notes, Pictures, Videos
TV
80% increase in quotes…600,000+ Facebook FansCPA reduced by 73%...Brand Awareness from 20% to
59%
SOCIAL IDEA NOT SOCIAL MEDIA
Compare The Meerkat
HT http://ameliatorode.typepad.com/
http://www.youtube.com/watch?v=2lXh2n0aPyw
HAVING FUN
2m views in less than 2 weeks
1.2 million ideas for flavours1.1 million votes cast
Winner got £50K and 1% of future saleshttp://www.walkers.co.uk/flavours/#
Walkers ‘Do Us A Flavour’
INVOLVING YOUR CUSTOMERS
Fourth most viewed film on Nike Football channel
600,000+ views - more than twice the number of views as the Nike Five TV ad
CREATING SPREADABLE CONTENT
Nike Five and ‘nutmegging’
http://www.twittertim.es/
NEW WAYS OF FILTERING CONTENT
http://blog.newspaperclub.co.uk/
NEW WAYS OF PRESENTING CONTENT
http://vizlab.nytimes.com/
NEW WAYS OF REPORTING
“Throughout Election Day, NYTimes.com readers submitted the words that best described their moods. This page updated hourly with the most
popular choices.”
http://www.nytimes.com/packages/html/nyregion/1-in-8-million/
The NYT is the 2nd most linked to
site by bloggers
NEW FORMS OF STORYTELLING
Literature meets gaming
NEW FORMS OF STORYTELLING
http://www.zappos.com/map/
Let people watch other people buy stuffand then link it through to the store...
NEW WAYS TO SELL STUFF
NEW WAYS TO DO CREDS
The agency without a website
http://www.nationofgo.com/#/explore
BF Goodrich - driver communitiesaround maps using geo-tagged mobile tools
NEW WAYS TO USE GEOLOCATION
NEW WAYS TO ADD VALUE
http://designbyme.lego.com/en-us/default.aspx
NEW WAYS TO INVOLVE
NEW WAYS TO MAKE DATA USEFUL
“Trendsmap.com is a real-time mapping of Twitter trends across the world. See what the global, collective mass of humanity are
discussing right now.”
…AND SEE WHAT’S GOING ON, RIGHT NOW
“Every day, millions of people share how they feel with the people who matter the most in their lives through status updates on Facebook. These updates are tiny windows into how people are doing…Grouped together,
these updates are indicative of how we are collectively feeling”
…AND SEE THE INTANGIBLE
http://apps.facebook.com/usa_gnh/
“US Gross National Happiness”
“a way of creating an elegant and intuitive way to count and communicate the personal statistics generated by each of us
every day”http://daytum.com/
…AND COLLECT AND SHARE PERSONAL DATA STREAMS
…OR USEFUL DATA FROM OBJECTS
…AND THAT’S WHEN IT GETS REALLY SCARY
Russell made the point that this all gets really interesting (or scary, depending on your point of view) as more products start emiting data streams, as objects start communicating and get more informationally connected, and that this is what advertising and marketing and media people really need to get afeared by: "
“All this web stuff is going to look like a picnic compared to the horrors that will be dealt to the agency and media businesses when every product has a
communications channel built right in.”
Russell Davies
Objects become informationally connected, start communicating, emitting data streams
http://www.flickr.com/photos/sulamith/
If the information revolution succeeds the standalone desktop computer will eventually vanish. Its chips, its lines of connection, even its visual interfaces will
submerge into our environment until we are no longer conscious of their presence (except when they fail)
Kevin Kelly
ONE FINAL THOUGHT
As the web expands it disappears
Channels blur
‘Online’ becomes meaningless
‘Social’ is everywhere
http://www.flickr.com/photos/alphadslr/
http://icanread.tumblr.com/post/82501725
neilperkin.typepad.com
http://twitter.com/neilperkin
Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/