Download - Connected Organizations
CONNECTIVITY Serving multi-audiences multi-ways with multi-strategies
Lee RainieDirector – Pew Internet ProjectDigitalNow – Association Leadership conferenceOrlando, FL4.9.10
April 9, 2010New association user 2
New information ecosystem: Then and Now
Industrial Age
Info was:
Scarce
Expensive
Institutionally oriented
Designed for consumption
Information Age
Info is:
Abundant
Cheap
Personally oriented
Designed for participation
April 9, 2010New association user 3
2000
46% of adults use internet
5% with broadband at home
50% own a cell phone
0% connect to internet wirelessly
<10% use “cloud”
= slow, stationary connections built around my
computer
The internet is the change agent Then and now
2010
75% of adults use internet
62% have broadband at home
80% own a cell phone
53% connect to internet wirelessly
>two-thirds use “cloud”
= fast, mobile connections built around outside servers and
storage
April 9, 2010New association user 4
Media ecology – then (industrial age)Product Route to home Display Local storage
TV stations phone TV Cassette/ 8-track broadcast TV radio broadcast radio stereo Vinyl album
News mail
Advertising newspaper delivery phone paperRadio Stations non-electronic
Tom Wolzien, Sanford C. Bernstein & Co
April 9, 2010New association user 5
Media ecology – now (information age)Product Route to home Display Local storage cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console game console paperSatellite radio e-reader / Kindle storage sticks/disks
tablet / iPad e-reader/Kindle tablet / iPad
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
48% of adults own laptops – up from 30% in 2006
37% of adults own DVRs – up from 3% in 2002
18% of adults own personal gaming devices
37% of adults own game consoles
43% of adults own MP3 players – up from 11% in 2005
April 9, 2010New association user 6
Media ecology – now (information age)Product Route to home Display Local storage cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console game console paperSatellite radio e-reader / Kindle storage sticks/disks
e-reader/Kindle
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
… and this all affects social networks1) their composition
2) the way people use them3) their importance
4) the way associations can play a part in them
April 9, 2010New association user 7
Behold the idea of networked individualismBarry Wellman – University of Toronto
The turn by people from groups to social networks = a new social operating system = a new way to serve them
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Technology has helped people change their networks
• Bigger• Looser• More segmented • More layered
=• More liberated• More work• More important as sources of support and
information, filters, curators, audience
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Punchline #1
You and your organizations can act like nodes in
people’s networks
April 9, 2010New association user 10
Punchline #2
You can take more advantage of people being nodes in your
network
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9 ways the inform and influence ecosystem has changed in the digital age
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Information ecosystem change – 1
Volume of information grows
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April 9, 2010New association user 14
Information ecosystem change – 2
The variety of info sources increases and democratizes and the visibility of new creators is enhanced in the age of “social media.”
April 9, 2010New association user 15
Social networking
56% of online adults use social network sites
73% of online teens use them
April 9, 2010New association user 16
Picture sharing
~50% of online adults post pictures online~70% of online teens do that
April 9, 2010New association user 17
Posting comments on websites/blogs
26% of adults post comments on sites
April 9, 2010New association user 18
21% of adults use Twitter or other status update methods
8% of teens use them
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Blogs
11% of online adults keep blogs14% of online teens keep them
>40% of internet users read blogs
Information ecosystem change – 3
People’s vigilance for information changes in two directions:
1) attention is truncated (Linda Stone)
2) attention is elongated (Andrew Keen; Terry Fisher)
April 9, 2010New association user 21
Information ecosystem change – 4
Velocity of information increases and smart mobs emerge
84% of online adults are in group with online presence~50% belong to listservs or regular group emails
~40% get email or text alerts
April 9, 2010New association user 22
Information ecosystem change – 5
Venues of intersecting with information and people multiply and the availability of information expands to all hours of the day and all places people are
April 9, 2010New association user 23
Information ecosystem change – 6
The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact
-- Metaverse Roadmap Project
1) Augmented Reality
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Information ecosystem change – 6
The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact
-- Metaverse Roadmap Project
2) Mirror Worlds
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Information ecosystem change – 7
Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us”
~40% of online adults get RSS feeds ~35% customize webpages
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Information ecosystem change – 8
Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligence asserts itself
31% of online adults rated person, product services
April 9, 2010New association user 27
Information ecosystem change – 9
Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold.
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Networked Individuals … have a different …• Sense of information availability – it’s ambient and “I
control the playlist”• Sense of time – it’s oriented around “continuous
partial attention” and then intense digging• Sense of community and connection – it’s about
“absent presence” as much as its about “membership”
• Sense of the rewards and challenges of networking for social, economic, political, and cultural purposes – new layers and new audiences
April 9, 2010New association user 29
Punchline #3
This changes the old notion that
information and influence follow a
2-step process
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A general new pattern of communication and influence for organizations – follow the 5 As
• ID acolytes (influentials)• Invite attention (alerts, updates)• Offer pathways to info acquisition (link
love and conversations)• Help with assessment (build your brand) • Enable action (tools for participation and
feedback)
April 9, 2010New association user 31
Why good social networks (and social networking) matter
• Healthier• Wealthier• Happier• More civically engaged = better communities-----------------------------• Diversity makes a difference – you creating
“bridging” and “bonding” social capital• Size of network makes a difference – you add to
people’s deposits of social capital
April 9, 2010New association user 32
Thank you!
Lee RainieDirectorPew Internet & American Life Project1615 L Street NWSuite 700Washington, DC 20036Email: [email protected]: http://twitter.com/lrainie 202-419-4500