Holistic Engagement

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Traditional marketing does not work online. Conversations, peer-to-peer recommendations, and network effects are taking over. How do we understand this and participate in a true public sphere where debate and emergent concensus can happen?

Lightning talk from Unconference Sheffield 2009.

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  • Photographic credits (in order of appearance):
    Jason Roe (http://www.jason-roe.com/)
    Darren Capes (http://www.flickr.com/photos/alycidon/)
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  • These conditions are what have underpinned traditional marketing and PR operations.
  • Almost every corner of this triangle has now inverted, due to internet and web-mediated communications.
  • Jason Roe points out a minor bug on Ryanair’s site. One of the Ryanair developers responds critically. Exposure works two ways; Ryanair’s attitude spilled out onto someone else’s lawn, with wide-ranging impact.
  • Open-platforms have infected discourse; the medium has reshaped the message.Top-down messaging is the old way. Bottom-up discourse and consensus is the emergent trend. How do we find out about conversation, though…?
  • Recommendations are when a friend emails you, responds to a message, or posts directly something you read.Documentation and syndication is when a friend of a friend informs you of something; something is ‘retweeted’ or indirectly linked to.Discovery is the fallback mechanism; you don’t know any bio-engineers, so you start poking the words into Google and hope you’ll come across someone.
  • “Bioengineer” throws up lots of irrelevant results. “videogame bioengineer” starts to narrow it down. “how to unlock unlock videogame bioengineer” find the correct results – your search is phrased to match terminology in the (anticipated) correct result page.
  • Blogs are essential, both as aids to transparency, and signposting.Blogs as teenage diaries are disappearing. Instead, we see the blog as the defacto form for repositories and organisational structures for online content. Writing is chronological, organised by time and theme, and chunked in a net-native manner.
  • A path is the aggregate of knowledge of wayfinding over time – it’s one of our most fundamental, primal architectures.Successful paths reinforce themselves – it’s a feedback system. The path says “this is the best way to get there”, and by following it, you wear the path down more and make it more visible.
  • Domain refering to domain of activity, not part of a URL or hostname. How do people find you? Maybe they don’t search for your exact terms, but are introduced to you through an extended network on flickr. Maybe a friend on flickr recommends them to you. This is the same feedback look that paths go through.
  • You’re not the manager of a message any longer, you’re a curator of a communal consensus
  • Be known as an authoritative supporter of your domain – curate and encourage the knowledge there.Communicative action derives from a combination of self-expression, response, and public sphere free from over-powerful influence.Communicative action leads to informed decision-making.
  • Communities are different; they are no longer things that demand or require constant involvement, but the idea of being an interested individual, a stakeholder in the broadest sense
  • Due to the actions of hundreds of people who are united but have never met, a doctor is now launching a huge lawsuit. Communicative action in action!
  • Tinker.it and the arduino system are interesting – they don’t just sell the hardware, but organise workshops, collate knowledge, and provide a community infrastructure around this. Lego did the same thing – hovered around the communities growing around their mindstorms, unsure of their response. By embracing this and making it official, they are a significant educational player in robotics.
  • The world-wide-web is becoming more localised, niche, and fragmented. The only constant in our history is communication and the exchange of ideas.
  • Holistic Engagement

    1. 1. Holistic engagement: capitalising on online discourse<br />TANDOT Ltd.<br />team@tandot.co.uk<br />http://tandot.co.uk/<br />
    2. 2. How marketing used to work<br />
    3. 3. The new landscape<br />
    4. 4. Ryanair blowback<br />Photo used by permission of Jason Roe, http://www.jason-roe.com/<br />
    5. 5. Top-down communication no longer works<br />
    6. 6. The medium is the message<br />Open software<br />Open media<br />
    7. 7. How do we find things out online?<br />
    8. 8. Text is King<br />Text is our only current discovery medium<br />If we can describe it, we can find it<br />Success is related to how much overlap there is between how you describe things, and how they describe things<br />
    9. 9. The Blog is dead – Long live the Blog!<br />
    10. 10. Encourage discourse to aid visibility<br />
    11. 11. Paths are manifestations of evolved discourse<br />Photo used by permission of Darren Capes, http://www.flickr.com/photos/alycidon/ <br />
    12. 12. Online presence: domain glue<br />Pull together activity elsewhere<br />Leave evidence of participation<br />Foster activity, feedback, results<br />Increase presence and discoverability<br />
    13. 13. The new curatorialism<br />
    14. 14. The public sphere<br />
    15. 15. Invisible communities<br />
    16. 16. RateMD, an invisible community<br />
    17. 17. Participants on journeys<br />
    18. 18. Journeys and interaction lifecycles<br />
    19. 19. … be aware of other outlets<br />
    20. 20. Thanks!<br />

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