My presentation for IIR's Mobile Content 08 event in London, November 2008

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

2. Hits are worth(-)less in the networked world

3. Three laws describe how value grows and is distributed in networks

6. 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)

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

8. 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.

9. Hits take more of the available value in a broadcast world

12. Caution: Snakes Long tail is getting longer…

13. 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

14. The internet is for people .

15. The internet is for people . For people to form groups

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

17. 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

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

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

20. 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

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

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

23. THE STAGE Scale = audience = eyeballs Message broadcast at audience

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

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

28. 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

29. 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

30. 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

36. Perhaps the ninth?

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

46. Messy kitchens

49. The value of right now

52. The great disruption has only just begun Brian Eno 1991