housemark conference
TRANSCRIPT
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The Sharing Economy
Liz Cable, Senior Lecturer Social MediaLeeds Trinity University
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“Wealth is not what you own, it’s what you have access to.”
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“Web 2.0 is not just a technology, or a business model. It is an ethos, and a mindset”
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What is social capital?
• Social energy• Community spirit / good neighbourliness• Social bonds• Civic virtue• Community networks• Social ozone / Social glue• Social resources• Informal & formal networks• Community capacity building• Resilience.
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What is social capital?Hard to say - often defined by its outcomes:
• Lower crime rates• Better health and improved longevity• Better educational achievement• Greater income equality• Enhanced economic achievement.
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Social Capital
“Just as a supply of money can enable you to do things that you otherwise could not do, a stock of relationships will make it easier to do things that otherwise you could not.”
David Gauntlet, Making is Connecting.
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Social Capital
Community
Co-operation+ Trust+ Reciprocity+ Good-will= “Nice” society
No Community
No Communication+ Isolation/Depression+ Selfishness/Crime+ Distrust= Society falls apart
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Robert Putnam’s 4 reasons for decline of community“Bowling Alone” (1995)
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1. Generational Change – no common cause to unite us
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2. Television – privatising leisure time
Americans alone watch about 200bn hours of television a year: that represents, about 2,000 times the total human hours that have gone so far into creating Wikipedia. (Shirky)
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3. Urbanisation, Commuting & Sprawl
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4. Everyday Pressures – no “spare” time.
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It’s not all bad
• For the first time in history, the amount of television being watched by a younger generation is decreasing rather than increasing annually. (Shirky)
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Putnam’s 3 benefits of Social Capital
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1. It enables citizens to resolve problems more easily.
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2. It helps communities advance as people rely on each other.
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3. It encourages empathy, tolerance and hopefulness.
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“Tribes” – Seth Godin (2008)• All it takes to turn people into a tribe is:• A shared interest• A way of communicating
• The Communication can be one of four kinds• Leader to tribe• Tribe to leader• Tribe member to tribe member• Tribe member to outsider
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The drivers for the sharing economy
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Trends in Social Commerce
Audience Advertising
Community Monetisation
Social Shopping
Collaborative Consumption
Pay per ClickBanner AdsAffiliate LinksWebsites
AffiliationsSocial AdvertisingSponsored StoriesBlogsForumsCrowdsourcingPOS recommendations
Refer a FriendShare the DealGeo-based recommendationsCheck-in apps GamificationGeo-based offer alertsShopping CommunitiesGroup shopping sites
Service FeeFlat membershipMembership plus UsageFreemiumTiered Subscription PlansOn-SellingWhite Labelling
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Collaborative Consumption
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Direct Involvement of Staff & Residents In New Ways
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A visualisation of Clay Shirky’s“Cognitive Surplus”
DoingNothing
Co Creation of Society
LolCatz
InterestBlogging
CivicHacking
ParticipationEconomy
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MARKETING our services . . .
Fromm, J., Lindell, C. and Decker, L. 2014. American Millennials: Deciphering the Enigma Generation. [e-book] http://barkley.s3.amazonaws.com/barkleyus/AmericanMillennials.pdf [Accessed: 27 Feb 2014].
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Even more bluntly . . .
http://www.v3im.com/2013/06/marketing-to-millennials-welcome-to-the-participation-economy
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Some Examples . . .
• Landshare.net• Fixmystreet.com• Borrowmydoggy.com
And it gets better . . .
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Seagulls is an environmental social enterprise working to promote and develop a community resource centre in Leeds.
Our Aim. . .to encourage people to reuse with a focus on promoting community participation through the renovation and reuse of waste materials, applying creative means to provide the sustainable use of resources whilst offering training , support, volunteering and job opportunities for local people.
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Achievements so far . . (since 2001)• Saved and reused over 500 tonnes of paint -
that's about 360,000 litres• 50 tonnes of paint pots and tins, emptied, bagged
or crushed, to go to be recycled• Serving 10,000 customers a year …promote access
to those on lower incomes, but open to all• Now work with 11 Household Waste Sorting Sites.• Just opened second distribution site.• Skills, training, and valued volunteers.
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'Being part of Seagulls and the mosaic team has allowed me to develop new skills and get my confidence back, all this whilst I was trying to start a life in a foreign country. In Seagulls I have found friends and a home, they have been key for me having a job I am very proud of and I thoroughly enjoy. Today I have the chance to work with people on the peripheries of society and throughout this journey I have gained a new insight into my life. What a fantastic turn of events! To everyone in Seagulls: thanks a lot!'Angela'I have been with Seagulls since 6 months. I drive the pink van and collect paint from five different household waste sites. The working atmosphere is very friendly and supportive. When I was told by Vicky form Canopy that Seagulls needed a volunteer to drive their van, I was quite hesitant but when I met people in there and worked with them, I really been relieved and now I am thoroughly enjoying working here.‘Ansari
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Pay As You Feel café, Armley, Leeds
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• Volunteers collect unwanted food and turn it into their own meals - which vary each day but normally include a meat and vegetarian option, sandwiches and sometimes a dessert.
• Customers pay what they want for the food.
• The cafe was founded by chef Adam Smith - who opened the cafe in December.
• Since then, he has been joined by five more directors plus an army of volunteers, with 50 signing up in one week alone
Pay As You Feel café, Armley, Leeds
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• All food salvaged – or intercepted – before it can be thrown away by markets, restaurants and supermarkets, and before it has gone off. • The café now caters for dozens of
people a day, sometimes hundreds.• Instead of paying in cash, people
can wash up, tidy up, do a stint as a waiter, clean the windows or help in a host of other ways.
Pay As You Feel café, Armley, Leeds
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Pay As You Feel café, Armley, Leeds
https://www.facebook.com/PAYFcafe
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“rate my landlord” . . .
http://www.civichack.org.uk
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A visualisation of Clay Shirky’s“Cognitive Surplus”
DoingNothing
Co Creation of Society
LolCatz
InterestBlogging
CivicHacking
ParticipationEconomy
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Relevance to Digital Housing• Social Landlords have ready made communities• Can broker within the community - providing
bonding social capital:• Removal of the “service fee” element of the business
models• Lessens the risks of “trust between strangers”
• Can broker with other agencies – providing bridging social capital.• Don’t underestimate the connection between online
networks driving offline events, communities, and revolutions.
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@lizcable #HMdigital
Any questions?
Any collaborations?