The user is the destination now Mobile’s Role in the Eighth Mass Media David Cushman Brando-Digital.com FasterFuture.Blogspot.com

Hits are worth(-)less in the networked world

Three laws describe how value grows and is distributed in networks

Sarnoff’s Law – the red line The value of a broadcast network is proportional to the number of viewers/listeners: Eg TV, Radio, Cinema

The value of a broadcast network is proportional to the number of viewers/listeners: Eg TV, Radio, Cinema

Metcalfe’s Law: the yellow line The value of a network is proportional to the square of the number of users of the system ( n² growth): Fax machines, telephones, one-to-one communications.

The value of a network is proportional to the square of the number of users of the system ( n² growth): Fax machines, telephones, one-to-one communications.

Reed’s Law: the green line The value of large networks , particularly social networks , grows exponentially with the size of the network.(2n) Because: The number of possible sub-groups of network participants grows much more rapidly than either the number of participants, ‘ N’ (Sarnoff’s Law) , or the number of possible pair connections ( Metcalfe's law ) (N squared)

How does this reveal the value of hits in the networked world?

Flip the graphs to find the demand curve … and we discover why the long tail succeeds in the group forming ( Reed’s Law ) world of social networks that IS the internet.

Hits take more of the available value in a broadcast world

Hits worth more in broadcast world Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications.

Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications.

Hits are still worth having… but They have less proportional value compared to the overall economics of the networked world. In a broadcast world the hit was where MOST of the value resided The opposite is true in a networked world. Seeking ways to create value in the long tail offers the bigger opportunity

They have less proportional value compared to the overall economics of the networked world.

In a broadcast world the hit was where MOST of the value resided

The opposite is true in a networked world.

Seeking ways to create value in the long tail offers the bigger opportunity

Caution: Snakes Long tail is getting longer…

Frightening Fragmentation Q: How can we reach deep into and along the ever-elongating long tail? A: Understand how messages/ideas and conversations evolve in the networked world

The internet is for people .

The internet is for people . For people to form groups

The internet is for people . For people to form groups Groups with shared purposes http://flickr.com/photos/joeshlabotnik/

The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost

That changes everything http:// flickr.com/photos/ stuckincustoms/

Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?

Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/

You can’t target every community of purpose. They can Here’s how

THE STAGE Scale = audience = eyeballs Message broadcast at audience

THE STAGE But in (social) networks the broadcast message doesn’t arrive

They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused

They share messages among their groups. They adapt them to suit their groups. They make the message theirs We share what we think is cool with people who (we think) will think its cool , too

They share messages among

their groups.

They adapt them to suit their groups.

They make the message theirs

The groups are not fixed (adhoc). The message spreads when the groups reform around a new purpose Users select what they think is cool (has utility) to take with them on their journey

The groups are not fixed (adhoc).

The message spreads when the

groups reform around a new purpose

Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on stage

And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace

They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them

The seven mass medias Print Audio recordings Cinema Radio TV Internet Mobile

Print

Audio recordings

Cinema

Radio

TV

Internet

Mobile

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

The eighth? Connects communities of purpose globally In real time Beyond all silos Enables the fulfilment of Reed’s Law (GFNT)

Connects communities of purpose globally

In real time

Beyond all silos

Enables the fulfilment of Reed’s Law (GFNT)

We are the eighth mass media Participatory culture is leading us to the eighth mass media It’s not just that we create it in a UGC vs Professional way. I mean: WE are the distribution, WE are the content, WE are the 'user journey', WE are how messages are transmitted. WE are the medium and the media carried by it.

Participatory culture is leading us to the eighth mass media

It’s not just that we create it in a UGC vs Professional way. I mean:

WE are the distribution,

WE are the content,

WE are the 'user journey',

WE are how messages are transmitted.

WE are the medium and the media carried by it.

For the journey… We are the connections. We are also how the connections are made . The eighth mass media is where being pointed at is less important than being taken with . Mobile is the consumate taken-with enabler. It is how ubiquity can be achieved

We are the connections.

We are also how the connections are made .

The eighth mass media is where being pointed at is less important than being taken with .

Mobile is the consumate taken-with enabler.

It is how ubiquity can be achieved

Perhaps the ninth?

Key lessons for brands 1 http://flickr.com/photos/cleversimon/

Key lessons for brands 2 Respond http://flickr.com/photos/daveyp/

Respond

Listen The conversations are happening with or without your permission. They are happening everywhere people talk You can listen: summize.com; brandtags.net, Radian6 Listen, enable, and serve.

The conversations are happening with or without your permission.

They are happening everywhere people talk

You can listen: summize.com; brandtags.net, Radian6

Listen, enable, and serve.

Business case for listening 70% of purchase decisions are friend-recommended. How much of your current spend is focused on connecting to the conversations? How much value do you currently place on these conversations? If the answer isn’t 70%, why not?

70% of purchase decisions are friend-recommended.

How much of your current spend is focused on connecting to the conversations?

How much value do you currently place on these conversations?

If the answer isn’t 70%, why not?

2. Respond Marketing isn’t done to them, it is done by them Think less of where the eyeballs are and more about the mouths and ears Place value on real-time, human interaction.

Marketing isn’t done to them, it is done by them

Think less of where the eyeballs are and more about the mouths and ears

Place value on real-time, human interaction.

Why mobile (widgets) Portable: taken on the user’s journey (portablity: the new point-worthy!) Adaptable: The joke can be retold Adoptable: Users can associate themselves with brands/bands/orgs/ideas Low-tech barriers Ubiquitous (we’ll come back to how important that is)

Portable: taken on the user’s journey (portablity: the new point-worthy!)

Adaptable: The joke can be retold

Adoptable: Users can associate themselves with brands/bands/orgs/ideas

Low-tech barriers

Ubiquitous (we’ll come back to how important that is)

Homo Mimicus Widgets are great enablers of behaviour emulation The show-me-screen of the mobile is too

Widgets are great enablers of behaviour emulation

The show-me-screen of the mobile is too

Content works Where it allows users to adapt it to better suit those they would share them with Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. Where the the technical barriers to interaction are low Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.

Where it allows users to adapt it to better suit those they would share them with

Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.

Where the the technical barriers to interaction are low

Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.

Messy kitchens

Interesting + together Create interesting things for people to do together Co-create with those you were going to do your content to. Now do it with them. They’ll find that more interesting.

Create interesting things for people to do together

Co-create with those you were going to do your content to. Now do it with them.

They’ll find that more interesting.

Connect communities of purpose Make it easy for people who care to connect People who care, act Action creates value (makes change) Their actions attract more people to the purpose by amplifying and sustaining the conversation This is how behaviour is changed – remember our monkey mimic?

Make it easy for people who care to connect

People who care, act

Action creates value (makes change)

Their actions attract more people to the purpose by amplifying and sustaining the conversation

This is how behaviour is changed – remember our monkey mimic?

The value of right now

Mobile content needs A willingness to relinquish control Toolkits users can play with Creative users 2&3 are in place. Ready for No1? http://flickr.com/photos/darwinbell /

A willingness to relinquish control

Toolkits users can play with

Creative users

2&3 are in place.

Ready for No1?

The networked journey Listening to and responding to the network requires and drives cultural change within the brand itself. It raises and answers questions about ownership and control to make your brand better adapted to the networked world. It is your safe passage to the future

Listening to and responding to the network requires and drives cultural change within the brand itself.

It raises and answers questions about ownership and control to make your brand better adapted to the networked world.

It is your safe passage to the future

The great disruption has only just begun Brian Eno 1991

Thanks! Find me at http://brando-digital.com http://fasterfuture.blogspot.com http://twitter.com/davidcushman http://linkedin.com/in/davidcushman [email_address] Call or text +44 (0)7736 353590 Or Google: “David Cushman”

http://brando-digital.com

http://fasterfuture.blogspot.com

http://twitter.com/davidcushman

http://linkedin.com/in/davidcushman

[email_address]

Call or text +44 (0)7736 353590

Or Google: “David Cushman”