When the printing press arrived I daresay there were futurists and consultants of every hue (likely called diviners and astrologers back then) who predicted the future was all about paper – and big clanky printing presses.But it wasn’t – it was about the impact of new information flows and how people and society changed in response to this new freer, less church/state controlled flow of informationJust as now, the future is not about the tools and the platforms we use to exchange information – it is about what changes as a result of their use – what we discover about ourselvesIt is self-organising.
Only the best adapted survive.
Using + social media = fail Participation reveals real ROI for everyone involved
Don’t need to worry about that Worry less about what the tech is Understand what people are doing, with each other, with the tech
The future is self-organised The social technologies we now have bring people together; people who care about the same things They find each other, they create their own content, they distribute it to each other
Wiki-fixing the world They aren’t sitting around waiting to be told what to do. They are getting on with wikifixing the world, niche by niche.
No social without media The media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets. It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers). We distribute: through peer-to-peer pass on. We do it all in networks rather than channels, Real-time rather than their time Many-to-many rather than one-to-many.
It’s Media, Jim, but not as we know it This is where any and everyone: Creates the content Distributes the content Controls their own user experience. Where the user (not your website) is the destination now
You can’t buy space in their conversations ...or target all the niches they form
25-Nov-09 THE STAGE Message broadcast at audience Scale = audience = where the eyeballs have gone 15
25-Nov-09 THE STAGE But in (social) networks the broadcast message doesn’t arrive 16
25-Nov-09 They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused 17
Making a dog’s dinner out of social media... Del Monte's participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food. They made a dog's dinner of it - in six weeks. (May 09)
Broken business Inspired by Clay Shirky: ‘A screen that ships without a mouse, ships broken’) Media that publishes without a comment box, publishes brokenPublishing without being open to contribution, is the wrong model for the networked world:
Your opinion counts for zip Extraordinary attitude says: There, I'm done. That's all you need to know. All your questions have been answered - because I say so. This is as good as it gets. Me producer, you consumer. Me expert, you little man/woman. Nothing to be challenged here. Move along Your opinion counts for zip
'A business that operates without a comment box, operates broken'
Open for business 'A business that operates without a comment box, operates broken' A business that fails to open to the riches of feedback loops, real-time co-creation and wikifixing of the power of the network is a business at risk of being defeated by those that are. Next to those from the self-organised future, it is broken.
Landroverowner Crowd sourced QA Made something they wanted Made something they defended Made something they marketed flickr.com/photos/indigoprime
What the money is waiting to follow 300m on Facebook; 59m on Twitter - but where’s the business model? The emerging value of social tech is not in the platforms, tools or the comms – it is in efficiencies they bring
Social + Media = direct ROI Adapting business to the networked world shows direct return on investment It streamlines businesses, creates new orders of efficiency in everything from product development, to marketing, to recruitment, to you name it... It delivers business models (and businesses) adapted to the networked world. That enables businesses to thrive in a rapidly transforming world.
Remember It ain’t social+media if it doesn’t change your business
I don’t have all the answers The people who can make the biggest difference to your company or organisation don’t work for it. Adapting to the network means that they can
David Cushman Managing Director Ninety10group.com email@example.com Call or text +44 (0)7736 353590 FasterFuture.blogspot.com twitter.com/davidcushman 45 25-Nov-09
All images All images in this presentation are available under a creative commons licence on Flickr.com