The End of Control?

Norwich & Literature Re:Connected

        Hannah Rudman
3% world on
broadband
   now
10% in 18 mths
 4bn mobile
 users in 12
  months
Remember: Its not about the technology…

• Eric Schmidt, Google:
  – Almost all of the historic models have limitations in...
“We-think”
“We-Think: the power of mass creativity is about what the
rise of the likes of Wikipedia and Youtube, Linux and...
Impact 1:
          The audience as player

• The audience as participant
• The artist as facilitator
• Organised without ...
Impact 2:
Experience Economy / Status Stories
Impact 3:
People want to do more than just attend or consume

 •   Personalise
 •   Participate
 •   Co-produce
 •   Creat...
Why Social Networks?
Impact 4
Feels like Free
Piracy - a new business model?
                             Paul Coelho:
“I found a pirated Russian translation of The Alc...
Trust vs.
  Control?




Piracy vs.
obscurity?
Impact 5:
Attention, not content, is money
• The key is to offer valuable intangibles that
  cannot be reproduced at zero cost, and
  will thus be paid for.
  – Kevi...
Overall impact:
• THE END OF CONTROL
• In the past, you were what you owned. Now you
  are what you share.
  – Charles Lea...
And a word of warning…

• Formally…                • Now..
  –   Audience                 –   Users
  –   Consumer        ...
Implications for organisations & artists
– ARTISTIC
    • people's online lives and digital devices become part of real ex...
= Change!
AmbITion approach:
Its not about the technology!
Its about change, and
supporting organisations work
out how the...
Thanks for Listening!

   Stay in touch:
www.getambition.com
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
Lit Reconnected241108
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Lit Reconnected241108

  1. 1. The End of Control? Norwich & Literature Re:Connected Hannah Rudman
  2. 2. 3% world on broadband now 10% in 18 mths 4bn mobile users in 12 months
  3. 3. Remember: Its not about the technology… • Eric Schmidt, Google: – Almost all of the historic models have limitations in what consumers could do. You could only watch television on a television. You could only listen to radio on a radio.
  4. 4. “We-think” “We-Think: the power of mass creativity is about what the rise of the likes of Wikipedia and Youtube, Linux and Craigslist means for the way we organise ourselves, not just in digital businesses but in schools and hospitals, cities and mainstream corporations. My argument is that these new forms of mass, creative collaboration announce the arrival of a society in which participation will be the key organising idea rather than consumption and work. People want to be players not just spectators, part of the action, not on the sidelines.” Charles Leadbeater, thinker and author. www.wethinkthebook.net
  5. 5. Impact 1: The audience as player • The audience as participant • The artist as facilitator • Organised without the organisation Friction is fiction: either we engage or we enrage! quot;When the winds of change are blowing, some people are building shelters, and others are building windmills.quot; Chinese Proverb
  6. 6. Impact 2: Experience Economy / Status Stories
  7. 7. Impact 3: People want to do more than just attend or consume • Personalise • Participate • Co-produce • Create meaning – Alan Brown’s latest research: WolfBrown This affects: – Artistic practice – Organisations’ operations – Business models
  8. 8. Why Social Networks?
  9. 9. Impact 4 Feels like Free
  10. 10. Piracy - a new business model? Paul Coelho: “I found a pirated Russian translation of The Alchemist - and we were selling 1,000 copies a year in Russia, that’s not very impressive - so I said OK, lets put the pirate edition online for people to download. In 2001 it sold 10,000 copies and everyone was puzzled and the the next year we went to over 100,000. It was, believe it or not, the free-for-download book. People downloaded it, started reading it, liked it, and bought it… in the third year, we had over 1m copies, now we’re over 10m copies in Russia. Publishers have a tendency to try and protect the content. It’s a lost battle.”
  11. 11. Trust vs. Control? Piracy vs. obscurity?
  12. 12. Impact 5: Attention, not content, is money
  13. 13. • The key is to offer valuable intangibles that cannot be reproduced at zero cost, and will thus be paid for. – Kevin Kelly, founding editor, Wired. If copies lose their “value”, then we must sell something that can’t be copied.
  14. 14. Overall impact: • THE END OF CONTROL • In the past, you were what you owned. Now you are what you share. – Charles Leadbeater, We Think. The traditional Western paradigm of “Copyright as the sole value of content” is unsustainable. You may struggle to own the content. But you can own the CONTEXT, MEANING, RELEVANCE, EXPERIENCE, EMBODIMENT, TIMING
  15. 15. And a word of warning… • Formally… • Now.. – Audience – Users – Consumer – Co-creators – Listener – Contributors – Customer – Peers – Buyer – Producers – Promoters These people are your new sales & marketing, press & PR teams - don’t underestimate the importance of building a relationship with them! Sharing is Caring :-)
  16. 16. Implications for organisations & artists – ARTISTIC • people's online lives and digital devices become part of real experience – venues and other audience members may have to change their attitudes to their inclusion; • the relationship between the writer and community will become flatter - writers and readers will begin to develop work collaboratively; • people will be organised without the organisation, players without the play; – OPERATIONAL • encouraging more personalisation of and participation with the experience of your work or organisation via digital tools and channels means increasing investment in this area; • becoming more porous as organisations and artists means opening up to a wide dialogue, including the negative and critical; – BUSINESS MODELS • Money will be generated from driving attention, not from selling pieces of content. (Powered by next generation advertising) • Creativity is the currency of the future • creating more digital content means more/different investment and different contracts with venues, writers and audiences.
  17. 17. = Change! AmbITion approach: Its not about the technology! Its about change, and supporting organisations work out how their artistic practice and relationships with stakeholders and audiences have to evolve. Supporting integrated digital development: across artistic, organisational and business areas of practice.
  18. 18. Thanks for Listening! Stay in touch: www.getambition.com
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