Advocacy
&
philanthropy
through
new
media
Antony
Mayfield
:
:
iCrossing
09.11.09
1

TRENDS
1
2

New
media.

How
new
do
you
want
it?
http://bit.ly/UHbbD

"When
it
comes
to
technology
futures,
we're
all
drunks,
always
looking
in
the
@jjn1!
wrong
place."

Which
is
why
we
thought
new
media
would
be
like
the
old
Image: (cc) katmere

with
added
flashing
lights

Kevin
Kelly...
http://bit.ly/8h04u

...think
of
the
web
as
an
expanding
sphere
Image: (cc) fdecomite

...disrupQng
and
absorbing
everything
it
touches
Image (cc) dominik99

...and
at
the
moment
it
is
touching
our
lives,
our
relaQonships

...which
(for
now)
we
call
social
media
Image: Bestario.org

...mainstreaming

SELF-­‐ORGANISING

“What
if
you
build
a
service
that
is
mobile,
social,
and
real-­‐Qme?
Well
that's
a
big
opportunity
folks
and
I've
been
seeing
quite
a
few
entrepreneurs
doing
exactly
that.”
@fredwilson!
http://bit.ly/lSAHa

INNOVATION
16
1

http://bit.ly/2jVYGG
acceleraQon
of
innovaQon

http://bit.ly/JzbEu
calls
for
developing
ahead
of
the
curve
Image: (cc) Was a bee

means
anything
is
possible

think
of
a
tool
and
it
is
probably
there
Image: (cc) jesse_sneed

or
can
be
built
at
a
low-­‐
cost

which
is
why
ideas

rather
than
technology

is
what
wins.

h^p://bit.ly/philanth

Kiva

GreatNonProfits.org

Vi^ana

ADVOCACY
&
INFLUENCERS
29
1

...channels
to
networks...

Challenges...
/
Stability
to
complexity
/
Speed
/
Scale
/
Geography
/
Longevity
/
InteracQon
/
Complex
user
behaviours
/
New
models
and
frameworks
required
...conQnue
and
accelerate
9

A^enQon
markets...

We
are
in
the
complexity
game...

“My
influence
really
is
wildly
overstated
by
journalists
who
could
take
the
trouble
to
see
that
I
am
more
oden
behind
the
curve
than
ahead
of
it,
more
oden
reacQve
than
proacQve.”
http://bit.ly/35AHsW

Duncan
Wa^s
talks
about
“accidental
influencers”
http://bit.ly/VgnzR

Eric
Sun
tested
it
out
with
262,985
fan
pages
in
Facebook
http://bit.ly/2u88xd

Of
70,000+
fans...
Image (cc) jamescridland

...70%
were
already
in
the
same
cluster
Image (cc) dominik99

...15%
were
“start
points”

SOCIAL
WEB
LITERACY
40
1

Strategic
Organisational
Tactical
Personal

WEB
LITERACY
/
A^enQon
/
PartcipaQon
@hrheingold!
/
CooperaQon
/
Crap
detecQon
/
Network
awareness
42

ENGAGEMENT
PRINCIPLES
/
Understand
your
networks
/
Be
useful
to
your
networks
/
Be
live
in
your
networks
11

3
USEFUL
LINKS
TACTICALTECH.ORG
http://www.tacticaltech.org/
BETH’S BLOG
http://beth.typepad.com/
BRANDS IN NETWORKS
http://bit.ly/icbrands
11

Thank you
Tel: +44 1273 827 721
Email: antony.mayfield@icrossing.co.uk
Sites: www.icrossing.co.uk
Blogs: connect.icrossing.co.uk
www.antonymayfield.com
Twitter: @amayfield @icrossinguk
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