If you love your content, set it free (v3.0)

If you love your content, set it free

hello - I am Mike Ellis - I have spent 10+ years working on the [content] web - I am a user experience zealot, strategist, social(web)-ist - I work for a not for profit IT company called Eduserv

number of slides > pain bearable n childbirth frankly, quite unreasonable 10 today, I am going to try the “n-slide experiment”

and no clip art... why are we all holding hands? rest assured, however: there is no comic sans,

what value and free mean in a web world
how the network has changed us
what to do about it

what does “ value” mean?

scarcity

if we have valuable things, we: lock them away, guard them, hide them, charge for them, protect them

“ ...any particular unit becomes worth less to people as the supply increases ..”

scarcity is ok until the content arrives on a global network like the web...

1. radically reduced cost of distribution

“ It makes increasingly less sense even to talk about a publishing industry , because the core problem publishing solves - the incredible difficulty, complexity, and expense of making something available to the public – has stopped being a problem .” Clay Shirky // “ Newspapers and thinking the unthinkable ” // http://bit.ly/YoqJi

“ 17 million fewer CD buyers in 2008 compared to the prior year” ZDNet UK // “ CD sales drop, digital downloads on the rise ” // http://blogs.zdnet.com/BTL/?p=14758

2. nearly ubiquitous piracy opportunities

“ If the product you make becomes digital, expect that the product you make will be copied ” Seth Godin // “ Music Lessons” // http://bit.ly/aJehN6

(an exercise in usability rather than scarcity...)

3. a profound and lasting change in our relationship with content

“ ..for my generation you partly constructed your identity around what you owned..but for the digital generation this strong link with ownership has been broken. It took time and money to build up any of those collections. Therefore they demonstrated a commitment which was worth exhibiting. In a digital world this effort is greatly reduced, and as a result so is the emotional attachment one feels towards them.” Martin Weller // “ Ownership ain’t what it used to be” // http://bit.ly/2vU1oB

users: native, lazy, fickle, “mobile”, search-focused...and expecting free

these 3 things are fairly radical

so how should we respond ?

#1: recognise that this isn’t just a blip ...after which things will return to normal

..this cannot be ostriched

#2: notice that the value probably hasn’t disappeared, just shifted somewhere else

“ So, I went to BitTorrent and I got all my pirate editions … and I created a site called The Pirate Coelho ” “ ...she explains she doesn’t mind about people downloading her music for free , ‘because you know how much you can earn off touring, right?’ ” Lady Gaga // “ Come party with... ” // http://bit.ly/93YZ0A Paulo Coelho // “ Author pirates himself” // http://bit.ly/ceaoeO

closer to home..

#3: ask: what can’t be copied?

Kevin Kelly // “ Better than Free” // http://bit.ly/blNo9b “ the value in this networked economy does not follow the path of the copies. Rather it follows the path of attention ”

things like trust, authenticity, immediacy

#4: realise that your content is like a teenager

(you may want to protect them, but if you try, they’ll just climb out of the window and go clubbing anyway)

#5: if you can’t re-use it, you’ve wasted it

http://www.thecompleteuniversityguide.co.uk/single.htm?ipg=8727 http://unicorn.lib.ic.ac.uk/uhtbin/opac/webcentral http://www.ucas.com/instit/i/h60.html

#6: this is, has been, and always will be about content and users

(not technology)

#7: the future is uncertain

open stuff helps with uncertainty

API RSS RDF RDFa REST OpenSearch JSON microformats iCal #8: it doesn’t really matter how you do it

..as long as what emerges is loosely joined

#9: recognise that open and free = eyeballs

Dion Hinchcliffe // “ Open API’s” // http://bit.ly/9yBIN7

“ stuff moves around the network freely” sharing web scale meaning extraction user generated content personalisation real-time

“ Losers wish for scarcity . Winners leverage scale ” Ian Rogers // “ fistfullofyen” // http://bit.ly/9DVnDN

free birds http://www.flickr.com/photos/jimmybrown/2886088004/ barbed wire http://www.flickr.com/photos/jonycunha/4278434497/f ree beer http://www.flickr.com/photos/16038409@N 02/2327138220/teenager http://www.flickr.com/photos/watt_dab ney/2329373883/valuable original content http://www. flickr.com/photos/10ch/3347658610/tap http://www.flickr.com/ph otos/vinothchandar/4415664247/store your valuables o ut of site http://www.flickr.com/photos/digitalsextant/4491922646/internet h ttp://www.flickr.com/photos/jurvetson/916142/ explosion http://www.flickr.com/photos/kaibara/35 18861937/value man http://www.flickr.com/photos/dac osta1/3383367663/bookshelf http://www.flickr.com/photos/striatic/729822/lonely tree http://www.flickr.com/photos/tomasrotger/3174249161/cop y-paste http://www.flickr.com/photos/newrafael/2247763119/addict ed http://www.flickr.com/photos/theredprojec t/3686402702/jealousy http://www.flickr.com/photos/gibbo ns/273524604/man blowing bubble http://www.flic kr.com/photos/37387749@N02/4236410524/sizes/o/louvre http:/ /www.flickr.com/photos/aeter/2437071133/moving ro ck http://www.flickr.com/photos/dennisbarnes/2430956891/bird on wire http://www.flickr.com/photos/antan ask/137069119/ascii soup http://www.flickr.com/photos/jes sicareeder/3276844349/glass candy http://www.flick r.com/photos/fred_dela/4046297366/ thank you to these people for free stuff

and thank you, too slideshare.net/dmje @m1ke_ellis labs.eduserv.org.uk

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If you love your content, set it free (v3.0)

by Mike Ellis on Jun 09, 2010

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If you love your content, set it free (v3.0) — Presentation Transcript