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Memeium presentation at Telia Social Media Workshop

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My presentation of Memeium work at Telia during the Social Media Workshop. 3 March 2009. http://memeium.org

My presentation of Memeium work at Telia during the Social Media Workshop. 3 March 2009. http://memeium.org

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  • The topic of this course was on the future of television and we were interested in the how video clips are being shared and distributed between people on the internet.

    Our goal was to understand the phenomenon and the mechanism behind this growing behaviour that we saw on the web.

    First I just want to talk a little bit about sharing
  • We this everywhere
  • We this everywhere
  • This is from a site called SoundCloud
    Site for music professionals to share music
    Share to Twitter for example
  • This is from a site called SoundCloud
    Site for music professionals to share music
    Share to Twitter for example
  • Then I get this on my twitter
    Notice the @SoundCloud direct message built in.
    SoundCloud get a view of everything that’s shared from them.
    Integration between services really starting to happen.Been there as a thought, but not really accessible.

  • Sharing behavior is everywhere
    All the time
    And latest place is through...
  • the mobile. This particular model some of you might be familiar with...

    When apple made the mobile versions of their desktop applications they had to reduce the functionality so the apps wouldn’t feel bloated. Just keep the essential ones.

    Sharing is a key functionality in the majority, some examples

  • This is the photos app, sharing photos with email

  • Maps app
  • same thing
  • And youtube app

    and this is not so strange, it’s a communications device!

    just other media than voice now.
  • So sharing is a big thing on the web and on mobile.

    Going to talk about 5 points.

    5 points that we found when investigating famous youtube videos and reading about french philosophers.


  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Memes
    - Most sucessful called memes
    - Selfish Gene, Richard Dawkins
    - Darwinistic theory on culture
    - 3 properties of memes
    Replication
    Selection
    Mutation
    - Example: O RLY -> YA RLY -> NO WAI! -> infinity
    - We wanted an additional perspective
    - Not just mutation. Part of users communication.
  • Social currency
    - We wanted to add another view to the macro perspective provided by the memes theory.

    - Looked at this applying thoughts on Social Capital to see what was gained to participate in this personal distribution

    - We saw that including and using these clips as tools in conversations adds value to the participants, to maintain relationships and to create common reference points.

    - Moving images have always been a subject of everyday discussion. When discussing these clips today you also often include a link - that way you also distribute it when you talk about it.

    - So the memes work so well that they do when they are included in our social context.
  • Social currency

    - We wanted to add another view to the macro perspective provided by the memes theory.

    - Looked at this applying thoughts on Social Capital to see what was gained to participate in this personal distribution

    - We saw that including and using these clips as tools in conversations adds value to the participants, to maintain relationships and to create common reference points.

    - Moving images have always been a subject of everyday discussion. When discussing these clips today you also often include a link - that way you also distribute it when you talk about it.
  • Hyperlinks are important, with them people pass content around.
    Making the replication flawless.

    Going to show one example.

  • Youtv.se
    Layed back youtube watching, youtube but like tv.
    One big design mistake.
    Take a look at the address bar, no direct link to the clip that’s playing.
    This breaks the sharing behavior, can’t copy the link and paste it to a friend.

    In this case that could be a gold mine because the implementation of the channels are really good, so users get in through a clip and then continues to watch the stream. Dangerous!

    Just a prototype built on 24 hours, not to be too hard on them. Sites with much more resources forget this. Better than youtube channels.
  • Youtv.se
    Layed back youtube watching, youtube but like tv.
    One big design mistake.
    Take a look at the address bar, no direct link to the clip that’s playing.
    This breaks the sharing behavior, can’t copy the link and paste it to a friend.

    In this case that could be a gold mine because the implementation of the channels are really good, so users get in through a clip and then continues to watch the stream. Dangerous!

    Just a prototype built on 24 hours, not to be too hard on them. Sites with much more resources forget this. Better than youtube channels.
  • Youtv.se
    Layed back youtube watching, youtube but like tv.
    One big design mistake.
    Take a look at the address bar, no direct link to the clip that’s playing.
    This breaks the sharing behavior, can’t copy the link and paste it to a friend.

    In this case that could be a gold mine because the implementation of the channels are really good, so users get in through a clip and then continues to watch the stream. Dangerous!

    Just a prototype built on 24 hours, not to be too hard on them. Sites with much more resources forget this. Better than youtube channels.
  • So I dare to state a rule here:
    Always use permalinks that gets the user directly to the content!

    This is how kids get to know new music and other media.
    My niece, who is 13 and starting to get into music
    Asked me about what music i like
    Expected a youtube link as the response.
    You know, I could guess she wouldn’t want a cd, but maybe mp3?
  • Context and content.
    - Big change from broadcast
    - Content plus some context around it (either the context around
    - Conversations around clips
    - A rich context can help you find the content and also helps in convincing you to pass a clip along
    - For example a videoclip embedded in a blog post.

  • Context and content.
    - Big change from broadcast
    - Content plus some context around it (either the context around
    - Conversations around clips
    - A rich context can help you find the content and also helps in convincing you to pass a clip along
    - For example a videoclip embedded in a blog post.

  • Context and content.
    - Big change from broadcast
    - Content plus some context around it (either the context around
    - Conversations around clips
    - A rich context can help you find the content and also helps in convincing you to pass a clip along
    - For example a videoclip embedded in a blog post.

  • Context and content.
    - Big change from broadcast
    - Content plus some context around it (either the context around
    - Conversations around clips
    - A rich context can help you find the content and also helps in convincing you to pass a clip along
    - For example a videoclip embedded in a blog post.

  • - There has been an abundance in content for a very long time now.
    - Naturally, people close to you are better suited to pick out content that is more relevant to you, and often the fact that the clip is from a person you know make it interesting by itself. Perhaps better than the editors or channels in broadcast.
    - But there is a (possible) backside to this, if you know all the people that are your sources of content, it may become a bit predictable and boring.
    - Therefore it is important to allow and promote exploration of different groups to view new and different, yet personally distributed, media.
    - Today we see the value that bridging these groups brings in some web services
  • - There has been an abundance in content for a very long time now.
    - Naturally, people close to you are better suited to pick out content that is more relevant to you, and often the fact that the clip is from a person you know make it interesting by itself. Perhaps better than the editors or channels in broadcast.
    - But there is a (possible) backside to this, if you know all the people that are your sources of content, it may become a bit predictable and boring.
    - Therefore it is important to allow and promote exploration of different groups to view new and different, yet personally distributed, media.
    - Today we see the value that bridging these groups brings in some web services
  • Dynamic lifecycle
    - Time is dead
    - Other measurements of popularity
    - Eco-system
    - Also see the power of context
    - Blogs that post clips



Transcript

  • 1. MEMES AS SOCIAL CURRENCY Implications for the Distribution of Moving Images David Kjelkerud | KTH Medieteknik | davidkje@kth.se (Gunnar Camner, Christoer Klang, Emil Sjöblom) Tuesday, March 3, 2009
  • 2. Tuesday, March 3, 2009
  • 3. Tuesday, March 3, 2009
  • 4. Tuesday, March 3, 2009
  • 5. Tuesday, March 3, 2009
  • 6. Tuesday, March 3, 2009
  • 7. Tuesday, March 3, 2009
  • 8. Tuesday, March 3, 2009
  • 9. Tuesday, March 3, 2009
  • 10. Tuesday, March 3, 2009
  • 11. EVERYBODY WANTS TO SHARE Tuesday, March 3, 2009
  • 12. EVERYBODY WANTS TO SHARE ALL THE TIME! Tuesday, March 3, 2009
  • 13. Tuesday, March 3, 2009
  • 14. Tuesday, March 3, 2009
  • 15. Tuesday, March 3, 2009
  • 16. Tuesday, March 3, 2009
  • 17. Tuesday, March 3, 2009
  • 18. Tuesday, March 3, 2009
  • 19. Tuesday, March 3, 2009
  • 20. Tuesday, March 3, 2009
  • 21. 5 POINTS ON PERSONAL DISTRIBUTION Tuesday, March 3, 2009
  • 22. 1. MEMES Tuesday, March 3, 2009
  • 23. Tuesday, March 3, 2009
  • 24. > SELECTION > REPLICATION > MUTATION Tuesday, March 3, 2009
  • 25. Tuesday, March 3, 2009
  • 26. Tuesday, March 3, 2009
  • 27. Tuesday, March 3, 2009
  • 28. Tuesday, March 3, 2009
  • 29. 2. SOCIAL CURRENCY Tuesday, March 3, 2009
  • 30. Tuesday, March 3, 2009
  • 31. HTTP://LINK.TO/BEST-CLIP-EVER.MP4 Tuesday, March 3, 2009
  • 32. Tuesday, March 3, 2009
  • 33. Tuesday, March 3, 2009
  • 34. big mistake :( Tuesday, March 3, 2009
  • 35. RULE ALWAYS USE PERMALINKS Tuesday, March 3, 2009
  • 36. 3. CONTENT + CONTEXT Tuesday, March 3, 2009
  • 37. Tuesday, March 3, 2009
  • 38. Tuesday, March 3, 2009
  • 39. Tuesday, March 3, 2009
  • 40. 4. FILTERING MEDIA OVERFLOW Tuesday, March 3, 2009
  • 41. Tuesday, March 3, 2009
  • 42. 5. DYNAMIC LIFE CYCLE Tuesday, March 3, 2009
  • 43. VISUALIZATION Tuesday, March 3, 2009
  • 44. THANKS! QUESTIONS? MEMEIUM.ORG Tuesday, March 3, 2009