David Cushman Bauer Consumer Media How companies can position themselves in the new mobile internet media models

The science bit* *Warning: The value of content can go down, er that’s it actually

Content is worthless

Content is worthless Except that it isn’t

Except that it isn’t

Content is worthless Except that it isn’t It gives us something to talk about

Except that it isn’t

It gives us something to talk about

Content is worthless Except that it isn’t It gives us something to talk about Talking about stuff is where ideas turn into action

Except that it isn’t

It gives us something to talk about

Talking about stuff is where ideas turn into action

Content is worthless Except that it isn’t It gives us something to talk about Talking about stuff is where ideas turn into action Action is where value is created

Except that it isn’t

It gives us something to talk about

Talking about stuff is where ideas turn into action

Action is where value is created

Content is valuable Because of the because effect

Because of the because effect

Content is valuable Because of the because effect You won’t make money with it

Because of the because effect

You won’t make money with it

Content is valuable Because of the because effect You won’t make money with it You will make money because of it

Because of the because effect

You won’t make money with it

You will make money because of it

Content is valuable Because of the because effect You won’t make money with it You will make money because of it Eg Prince, Radiohead

Because of the because effect

You won’t make money with it

You will make money because of it

Eg Prince, Radiohead

Value chain is now a value web

Value chain is now a value web Two disruptions

Two disruptions

Value chain is now a value web Two disruptions How, and by whom, content is being created

Two disruptions

How, and by whom, content is being created

Value chain is now a value web Two disruptions How, and by whom, content is being created How, and by whom, content is being distributed

Two disruptions

How, and by whom, content is being created

How, and by whom, content is being distributed

The world we’re witnessing Share Trust Connect Community

The networked world

We Species wants…

To engage with the network

New rules for media? Communities First Niche NOT mass 2-way flow NOT broadcast Node OVER hierarchy Networks NOT silos Conversations NOT captured ID Self-forming OVER directed Real time, niche UGC OVER ‘news’ Relevance over ‘quality’ Cherish Reed’s Law (GFNT)

Communities First

Niche NOT mass

2-way flow NOT broadcast

Node OVER hierarchy

Networks NOT silos

Conversations NOT captured ID

Self-forming OVER directed

Real time, niche UGC OVER ‘news’

Relevance over ‘quality’

Cherish Reed’s Law (GFNT)

A community is a community…

Always on Always with you Always yours

What makes great community? Think Community First. Encourage self-forming, adhoc, non-directed groups of shared interest/purpose. Recognise the crucial role of ratings/reputation Activate co-creation of value Enable synchronous communication . Treat people as converged individuals Make tech barriers low. Enable discovery of people with shared interests Flow rather than focus Put individual in control Understand the distinction between audience and community . A community is a community because of the connections formed between its members.

Think Community First.

Encourage self-forming, adhoc, non-directed groups of shared interest/purpose.

Recognise the crucial role of ratings/reputation

Activate co-creation of value

Enable synchronous communication .

Treat people as converged individuals

Make tech barriers low.

Enable discovery of people with shared interests

Flow rather than focus

Put individual in control

Understand the distinction between audience and community .

A community is a community because of the connections formed between its members.

Starting a fire on the village green

Curate content Allow customisation Manage the web of peer producers Contribute the hard-to-do

Curate content

Allow customisation

Manage the web of peer producers

Contribute the hard-to-do

Two advantages Always ready LBS

Always ready

7 th Mass Media 1. It’s truly personal 2. It’s always on 3. It’s always with you 4. Has a built-in payment mechanism 5. Allows creation at the point of inspiration

7 th Mass Media

1. It’s truly personal

2. It’s always on

3. It’s always with you

4. Has a built-in payment mechanism

5. Allows creation at the point of inspiration

Screen size?

Mobile first

Itsmy.com

User-centric portals Mippin

Mippin

User-centric portals Mippin Widsets

Mippin

Widsets

User-centric portals Mippin Widsets Squace

Mippin

Widsets

Squace

They show the way

Our position in this ecosystem? To enable, To understand, To facilitate the connections. To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions .

To enable,

To understand,

To facilitate the connections.

To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions .

Takeaways Make money with content Understand Your place around The campfire Don’t restrict the view! Don’t restrict the view!

Make money with

content

Understand

Your place

around

The campfire

Don’t restrict the view!

In summary You won’t make money WITH content but you will BECAUSE of it. Portals (sites) which focus on content, conversation and communities of purpose will create value. User-Centric Portals (community-enabled aggregators) will aid discovery. Enable communities to self-form and share what they trust. Don’t restrict the view!

You won’t make money WITH content but you will BECAUSE of it.

Portals (sites) which focus on content, conversation and communities of purpose will create value.

User-Centric Portals (community-enabled aggregators) will aid discovery.

Enable communities to self-form and share what they trust. Don’t restrict the view!

David Cushman FasterFuture.blogspot.com Bauer

FasterFuture.blogspot.com