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Participation and t mobile

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Some of our thoughts and learnings about participation

Some of our thoughts and learnings about participation


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Transcript

  • 1. What we have learned from T-Mobile
  • 2. Jan 2009
  • 3. April 2009
  • 4. Winter 09/10
  • 5. Josh case study
  • 6. Summer 2010
  • 7.  
  • 8. Some strong opinions lightly held
  • 9. 1. Six degrees of participation
  • 10. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
  • 11. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
  • 12. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
  • 13. 2. Where is the commercial effect to be felt?
  • 14.  
  • 15. 8.5m 17k 285k 688 966 online views shares comments tweets blog posts A Hunter shoots a bear Source: viralvideochart.com
  • 16.  
  • 17. 3. Balancing touch and participation
  • 18. Degree of participation Niche Touch Ms 100Ks 100s Ks
  • 19. 27m 4.4k 133k 23k 4.8k online views shares comments tweets blog posts T-Mobile Dance Source: viralvideochart.com
  • 20. Degree of participation Niche Touch Ms 100Ks 100s Ks
  • 21. 4. Why would anyone want to do that?
  • 22. “ When Police want to understand whether someone could have taken a particular action they looks for means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is the where and with whom” Clay Shirky, Cognitive Surplus
  • 23. “ When Police want to understand whether someone could have taken a particular action they looks for means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is the where and with whom” Clay Shirky, Cognitive Surplus motive
  • 24. Gibson’s univeral law of participation Reward > Effort
  • 25.  
  • 26.  
  • 27. Reward > Effort Entertainment Utility Inspiration Social currency Attention Activity Creativity Time
  • 28. Do you really want to do that?
  • 29. 5. The ads still matter...alot
  • 30.  
  • 31.  
  • 32. Our handy step by step guide
  • 33. 1. Care about the things real people really care about
  • 34. Lurpak
  • 35. 2. Be interesting, do interesting, say interesting
  • 36.  
  • 37. 3. Let people play
  • 38.  
  • 39. Care about the things that real people really care about Be interesting Let people play 1 2 3
  • 40. “ Emotion is the greatest form of participation”