CONNECTIVITY
Serving multi-audiences multi-
ways with multi-strategies
Lee Rainie
Director – Pew Internet Project
DigitalN...
New information ecosystem: Then and Now

  Industrial Age            Information Age
     Info was:                  Info ...
The internet is the change agent
                   Then and now

            2000                             2010
 46% o...
Media ecology – then (industrial age)
Product           Route to home            Display          Local storage

TV statio...
37% of adults own DVRs –
            Media ecology – nowup from 3% in 2002
                                (information ag...
Media ecology – now (information age)
Product               Route to home                Display             Local storage...
Behold the idea of networked individualism
Barry Wellman – University of Toronto


                        The turn by
   ...
Technology has helped people change their
networks

•    Bigger
•    Looser
•    More segmented
•    More layered
        ...
Punchline #1


         You and your
       organizations can
        act like nodes in
       people’s networks
 New asso...
Punchline #2


      You can take more
      advantage of people
      being nodes in your
            network
 New associ...
9 ways the inform and
 influence ecosystem has
 changed in the digital age



New association user   April 9, 2010   11
Information ecosystem change – 1



Volume of
 information
 grows




   New association user              April 9, 2010  ...
New association user   April 9, 2010   13
Information ecosystem change – 2
The variety of
 info sources
 increases and
 democratizes
 and the
 visibility of new
 cr...
Social networking




           56% of online adults use social
                    network sites
            73% of onli...
Picture sharing




~50% of online adults post pictures online
      ~70% of online teens do that
  New association user  ...
Posting comments on websites/blogs




26% of adults post comments on sites

 New association user           April 9, 2010...
Twitter




21% of adults use Twitter or other status
             update methods
         8% of teens use them

 New asso...
Blogs




    11% of online adults keep blogs
  14% of online teens keep them
 >40% of internet users read blogs

 New ass...
Information ecosystem change – 3

People’s vigilance
  for information
  changes in two
  directions:
1) attention is
  tr...
Information ecosystem change – 4


   Velocity of
    information
    increases and
    smart mobs
    emerge

84% of onli...
Information ecosystem change – 5

Venues of
 intersecting with
 information and
 people multiply and
 the availability of
...
Information ecosystem change – 6

The vibrance and             1) Augmented Reality
 immersive
 qualities of
 media
 envir...
Information ecosystem change – 6

The vibrance and               2) Mirror Worlds
 immersive
 qualities of
 media
 environ...
Information ecosystem change – 7

Valence (relevance)
  of information
  improves – search
  and customization
  get bette...
Information ecosystem change – 8

Voting on and
  ventilating about
  information
  proliferates as
  tagging, rating, and...
Information ecosystem change – 9

Social networks
  become more vivid
  and meaningful.
  Media-making is
  part of social...
Networked Individuals … have a different …
• Sense of information availability – it’s ambient and “I
  control the playlis...
Punchline #3


   This changes the
     old notion that
    information and
   influence follow a
     2-step process
 New...
A general new pattern of communication and
influence for organizations – follow the 5 As


• ID acolytes (influentials)
• ...
Why good social networks (and social
networking) matter

• Healthier
• Wealthier
• Happier
• More civically engaged = bett...
Thank you!

Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
Email...
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Connected Organizations

  1. 1. CONNECTIVITY Serving multi-audiences multi- ways with multi-strategies Lee Rainie Director – Pew Internet Project DigitalNow – Association Leadership conference Orlando, FL 4.9.10
  2. 2. New information ecosystem: Then and Now Industrial Age Information Age Info was: Info is: Scarce Abundant Expensive Cheap Institutionally Personally oriented oriented Designed for Designed for consumption participation New association user April 9, 2010 2
  3. 3. The internet is the change agent Then and now 2000 2010 46% of adults use internet 75% of adults use internet 5% with broadband at home 62% have broadband at home 50% own a cell phone 80% own a cell phone 0% connect to internet 53% connect to internet wirelessly wirelessly <10% use “cloud” >two-thirds use “cloud” = slow, stationary = fast, mobile connections built connections built around my around outside servers and computer storage New association user April 9, 2010 3
  4. 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 paper Radio Stations non-electronic Tom Wolzien, Sanford C. Bernstein & Co New association user April 9, 2010 4
  5. 5. 37% of adults own DVRs – Media ecology – nowup from 3% in 2002 (information age) 48% ofRoute to home own laptops – Local storage Product adults Display cable TiVo (PVR) VCR TV stations up from 30% in 2006 DSL TV Satellite radio player Info wireless/phone radio DVD “Daily me” broadcast TV PC Web-based storage content Cable Nets 37% of adults own game consoles books broadcast radio iPod /MP3 stereo server/ TiVo (PVR) PC Web sites satellite monitor web storage/servers Local news mail headphones CD/CD-ROM 18% of adults own Content from individuals express delivery pager iPod / storage satellite player portable gamer cell phone memory MP3 player / iPod personal gaming devices Peer-to-peer Advertising subcarriers / WIFI newspaper delivery cell phone non-electronic pagers - PDAs cable box Radio stations camcorder/camera PDA/Palm game console game console paper Satellite radio 43% of adults own MP3 players – e-reader / Kindle tablet / iPad storage sticks/disks e-reader/Kindle up from 11% in 2005 tablet / iPad Adapted from Tom Wolzien, Sanford C. Bernstein & Co New association user April 9, 2010 5
  6. 6. Media ecology – now (information age) Product Route to home Display Local storage cable TiVo (PVR) VCR TV stations DSL TV Satellite radio player Info wireless/phone radio DVD “Daily me” content … and this all affects social networks broadcast TV books PC iPod /MP3 Web-based storage server/ TiVo (PVR) Cable Nets Web sites 1) their composition broadcast radio satellite stereo monitor PC web storage/servers Local news 2) the way people use them mail headphones CD/CD-ROM Content from express delivery pager satellite player cell phone memory individuals 3) their importance iPod / storage portable gamer MP3 player / iPod Peer-to-peer subcarriers / WIFI cell phone pagers - PDAs 4) the way associations can play a part in them Advertising newspaper delivery non-electronic cable box Radio stations camcorder/camera PDA/Palm game console game console paper Satellite radio e-reader / Kindle storage sticks/disks e-reader/Kindle Adapted from Tom Wolzien, Sanford C. Bernstein & Co New association user April 9, 2010 6
  7. 7. Behold the idea of networked individualism Barry Wellman – University of Toronto The turn by people from groups to social networks = a new social operating system = a new way to serve them New association user April 9, 2010 7
  8. 8. 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 New association user April 9, 2010 8
  9. 9. Punchline #1 You and your organizations can act like nodes in people’s networks New association user April 9, 2010 9
  10. 10. Punchline #2 You can take more advantage of people being nodes in your network New association user April 9, 2010 10
  11. 11. 9 ways the inform and influence ecosystem has changed in the digital age New association user April 9, 2010 11
  12. 12. Information ecosystem change – 1 Volume of information grows New association user April 9, 2010 12
  13. 13. New association user April 9, 2010 13
  14. 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.” New association user April 9, 2010 14
  15. 15. Social networking 56% of online adults use social network sites 73% of online teens use them New association user April 9, 2010 15
  16. 16. Picture sharing ~50% of online adults post pictures online ~70% of online teens do that New association user April 9, 2010 16
  17. 17. Posting comments on websites/blogs 26% of adults post comments on sites New association user April 9, 2010 17
  18. 18. Twitter 21% of adults use Twitter or other status update methods 8% of teens use them New association user April 9, 2010 18
  19. 19. Blogs 11% of online adults keep blogs 14% of online teens keep them >40% of internet users read blogs New association user April 9, 2010 19
  20. 20. 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)
  21. 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 New association user April 9, 2010 21
  22. 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 New association user April 9, 2010 22
  23. 23. Information ecosystem change – 6 The vibrance and 1) Augmented Reality immersive qualities of media environments makes them more compelling places to hang out and interact -- Metaverse Roadmap Project New association user April 9, 2010 23
  24. 24. Information ecosystem change – 6 The vibrance and 2) Mirror Worlds immersive qualities of media environments makes them more compelling places to hang out and interact -- Metaverse Roadmap Project New association user April 9, 2010 24
  25. 25. 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 New association user April 9, 2010 25
  26. 26. 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 New association user April 9, 2010 26
  27. 27. Information ecosystem change – 9 Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold. New association user April 9, 2010 27
  28. 28. 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 New association user April 9, 2010 28
  29. 29. Punchline #3 This changes the old notion that information and influence follow a 2-step process New association user April 9, 2010 29
  30. 30. 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) New association user April 9, 2010 30
  31. 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 New association user April 9, 2010 31
  32. 32. Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Email: Lrainie@pewinternet.org Twitter: http://twitter.com/lrainie 202-419-4500 New association user April 9, 2010 32

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