The Social Media Revolution (post-Gutenberg revolution) The Social Media Revolution

The Social Media Revolution

Understanding the Social Media Revolution AND Its impact on the world as we know it AND Working out what to do about it In 20 Minutes

You may have thought social media was this…

You may have thought social media was this…

And stuff with logos like this…

And stuff with logos like this…

The strange reflecty thing YouTube red RSS “homage” orange “ That”green Flickr blue

What’s with the beta? Beta = same as saying

Beta = same as saying

Well…

Well…

you were right

you were right

These are today’s face of social media

But they are not its beating heart

The beating heart of social media and why it truly deserves to be called a revolution is very simple

The beating heart of social media and why it truly deserves to be called a revolution is very simple

Separation Content Means of distribution

Why is this so important? Tedious capture No Distribution 1439

Tedious capture

No Distribution

What did this mean for society? Religion Feudal monarchies Control via stories Control via hierarchy

Then came Gutenberg He gave content a means of distribution

Which in turn created … The Renaissance Science Mass culture The Enlightenment Mass democracy The media

But more than this, Gutenberg cemented a marriage between content and distribution

And distribution was the dominant partner in this relationship Think about it … content surrendered its name and became known only by its means of distribution ( newspaper article, radio programme, TV show etc)

Think about it … content surrendered its name and became known only by its means of distribution ( newspaper article, radio programme, TV show etc)

Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools

We now can recognise that all of these distribution things …

We now can recognise that all of these distribution things … Were actually content prisons

We now can recognise that all of these distribution things … Were actually content prisons And now content is free to have its own life

This is unstitching a fundamental foundation of our society that has been in place for 600 years And it creating a new ‘post-Gutenberg’ world

This is unstitching a fundamental foundation of our society that has been in place for 600 years

And it creating a new ‘post-Gutenberg’ world

It is different Space dependent Controlling channel Scarcity Institutions Content and audience = mass Producer split from consumer Quality = perfection and precision of execution and message Controlled / restricted Time dependent Controlling liberated content Abundance Processes Content and audience = micro “ Prosumer” Quality = authenticity of communication and credibility of story Transparent Gutenberg Post Gutenberg

It is different

Space dependent

Controlling channel

Scarcity

Institutions

Content and audience = mass

Producer split from consumer

Quality = perfection and precision of execution and message

Controlled / restricted

Time dependent

Controlling liberated content

Abundance

Processes

Content and audience = micro

“ Prosumer”

Quality = authenticity of communication and credibility of story

Transparent

It is different Space dependent Controlling channel Scarcity Institutions Content and audience = mass Producer split from consumer Quality = perfection and precision of execution and message Controlled / restricted Time dependent Controlling liberated content Abundance Processes Content and audience = micro “ Prosumer” Quality = authenticity of communication and credibility of story Transparent Gutenberg Post Gutenberg It’s different!

It is different

Space dependent

Controlling channel

Scarcity

Institutions

Content and audience = mass

Producer split from consumer

Quality = perfection and precision of execution and message

Controlled / restricted

Time dependent

Controlling liberated content

Abundance

Processes

Content and audience = micro

“ Prosumer”

Quality = authenticity of communication and credibility of story

Transparent

So what?

So what?

So what number 1 The slide into irrelevancy and obsolescence of businesses for whom information mediation is their principle function

The slide into irrelevancy and obsolescence of businesses for whom information mediation is their principle function

The “traditional” media “ Within 5 years, 50 per cent of the media consumers consume, will be produced by other consumers” (Ron Bloom, CEO Mevio, speaking in 2006) i.e. – the old space will shrink by 50% and a new space, at least as big, will emerge. And the business model of the traditional media will be destroyed in the process

“ Within 5 years, 50 per cent of the media consumers consume, will be produced by other consumers”

(Ron Bloom, CEO Mevio, speaking in 2006)

This was my conversion moment St Paul Damascus Image: Creative Commons Copyright P-P Reubens

Some understand this

But many don’t Let them eat blogs

The “traditional” media The channel is not being threatened by a competitor – its function is becoming obsolescent

The channel is not being threatened by a competitor – its function is becoming obsolescent

Where is it going to end? Music business – already dead Gutenberg media – very sick Banking – the next in line

So what number 2 The rise of transparency and the challenge to institutionalised trust

The rise of transparency and the challenge to institutionalised trust

A funny thing is happening to trust Institution Process

Institutionalised Trust: Assumptions An individual can’t comprehensively interrogate an organisation’s activities and behaviours An individual can’t easily publicise examples where reality is inconsistent with institutionalised image

An individual can’t comprehensively interrogate an organisation’s activities and behaviours

Institutionalised Trust: Assumptions An individual can’t comprehensively interrogate an organisation’s activities and behaviours An individual can’t easily publicise examples where reality is inconsistent with institutionalised image The “Connected Crowd” can They can now – see AOL or Comcast engineer on YouTube, or check out GetSatisfaction

An individual can’t comprehensively interrogate an organisation’s activities and behaviours

The Tipping Point An institutionalised trust model is like an old car – it will become progressively harder and more expensive to maintain

An institutionalised trust model is like an old car – it will become progressively harder and more expensive to maintain

Trust vested in Process Its not what you say Its what “The Crowd” can see

Its not what you say

Its what “The Crowd” can see

So what number 3 The challenge to markets posed by reduced costs of entry and the ability to service niche demands

The challenge to markets posed by reduced costs of entry and the ability to service niche demands

Mass brands will face death by 1,000 niches Conventional brand segmentation, like so much else, is just another ‘child of Gutenberg’

So what do you do? Shift investment in control of channel into investment in Content Conversation Community

Shift investment in control of channel into investment in

Content

Conversation

Community

Content You acquired customers Threw-out a mass communication net Gutenberg Customers acquire you Using crowd intelligence search and filter your digital space Post Gutenberg

Crowd filtering Is driven by processes of individual relevance not mass attraction Doesn’t respond to mass content it only responds to niche, portable content threads which can be re-cycled through the crowd ecosystem

Is driven by processes of individual relevance not mass attraction

Doesn’t respond to mass content it only responds to niche, portable content threads which can be re-cycled through the crowd ecosystem

Content: make more of it “ Get it a good url Get it tagged Get it up / out there Get it working for you” “ Break free from the content prison that is your web site” “ Stop buying mass media (distribution) start making micro media” Develop a digital bait strategy and focus on irrelevancy

“ Get it a good url

Get it tagged

Get it up / out there

Get it working for you”

While I am at it - another mantra Google is a reputation engine – not a search engine And Google never forgets

Good example: Electrolux social media newsroom

Good example: Microsoft Channel 9

Good example: Coke exploiting its archive

Conversation What do you say? Who says it? Create a space Create a Conversation Department Spread the burden across the organisation Listen and respond

What do you say?

Its happening No one from HSBC has sponsored, endorsed or joined the conversation yet

Community The thing everyone is now talking about (especially if they have a database) But why should anyone join your community?

The thing everyone is now talking about (especially if they have a database)

But why should anyone join your community?

Community Individuals will form communities to collectively manage their interaction with institutions Individuals will allow themselves to be managed within communities controlled by institutions How is it going to pan out?

Individuals will form communities to collectively manage their interaction with institutions

Community What this means Facilitate the process of community building within your customer base Be crystal clear about your community proposition (it is the new brand proposition)

What this means

But if you are … Collaborative Collective Communal At least understand that there are different types of community

Summary The social media world is very different – the old rules don’t apply. Respect the new rules and you will prosper – ignore them and you will crash and burn

The social media world is very different – the old rules don’t apply.

Respect the new rules and you will prosper – ignore them and you will crash and burn

Summary It is going to affect you in three ways Explosive growth of a new space and shrinkage of the old channels A change to trust – from institutions to processes The rise of the niche

It is going to affect you in three ways

Explosive growth of a new space and shrinkage of the old channels

A change to trust – from institutions to processes

The rise of the niche

Summary Forget controlling channels, focus on: Content Conversation Community These are the new assets and seats of value

Forget controlling channels, focus on:

Content

Conversation

Community

These are the new assets and seats of value

A final thought…

A final thought…

Adapting to the post-Gutenberg world is like going on a diet A vision of the future achieved by lots of small steps, good days, bad days, successes and failures

Adapting to the post-Gutenberg world is like going on a diet

A vision of the future achieved by lots of small steps, good days, bad days, successes and failures

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