What we have learned from T-Mobile
Jan 2009
April 2009
Winter 09/10
Josh case study
Summer 2010
 
Some strong opinions lightly held
1. Six degrees of participation
Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass
2. Where is the commercial effect to be felt?
 
8.5m 17k 285k 688 966 online views shares comments tweets blog posts A Hunter shoots a bear Source:  viralvideochart.com
 
3. Balancing touch and participation
Degree of participation Niche Touch Ms 100Ks 100s Ks
27m 4.4k 133k 23k 4.8k online views shares comments tweets blog posts T-Mobile Dance Source:  viralvideochart.com
Degree of participation Niche Touch Ms 100Ks 100s Ks
4. Why would anyone want to do that?
“ When Police want to understand whether someone could have taken a particular action they looks for means, motive and opp...
“ When Police want to understand whether someone could have taken a particular action they looks for means,  motive  and o...
Gibson’s univeral law of participation Reward > Effort
 
 
Reward > Effort Entertainment Utility Inspiration Social currency Attention Activity Creativity Time
Do you really want to do that?
5. The ads still matter...alot
 
 
Our handy step by step guide
1. Care about the things real people really care about
Lurpak
2. Be interesting, do interesting, say interesting
 
3. Let people play
 
Care about the things that real people really care about Be interesting Let people play 1 2 3
“ Emotion is the greatest form of participation”
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Participation and t mobile

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Some of our thoughts and learnings about participation

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Participation and t mobile

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