The effectiveness of your marketing efforts are dependent on your ability to engage and empower a network of people connected by a shared interest. It's time to start designing experience for networks ...
The effectiveness of your marketing efforts are dependent on your ability to engage and empower a network of people connected by a shared interest. It's time to start designing experience for networks instead of just groups of individuals.
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HI.
My name is Mike Arauz, but
you can call me @mikearauz.
This is where I work:
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
#DESIGNFORNETWORKS
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
”...we are living in the middle
of a remarkable increase in
our ability to share, to
cooperate with one another,
and to take collective action,
all outside the framework of
traditional institutions.”
Clay Shirky,
author of Here Comes Everybody
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
WE WILL BE JUDGED
BY OUR ABILITY TO
ENGAGE AND EMPOWER
A NETWORK
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THINGS
USED TO BE
SIMPLE
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THINGS
GOT
DIGITAL
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
”The increasingly widespread
practice of people coming
together for effective
purposes changes our sense
of who the other is.”
Yochai Benkler,
author of The Wealth of Networks
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
IMAGINE A WORLD FULL
OF PEOPLE WHO HAVE
GROWN UP TAKING
GOOGLE, LINUX, AND
WIKIPEDIA FOR GRANTED
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
AWARENESS
WHAT THE INTERNET
IS GOOD FOR: PERSUASION
SHARING
COOPERATION
COLLECTIVE ACTION
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
SENDING LOLCATS TO YOUR FRIENDS
HAS NEVER BEEN EASIER.
SHARING
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
PASS ALONG
IS MADE OF
PEEEOOPLE!!!
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
ADAPTED FROM RESEARCH BY HENRY JENKINS
AND THE CONVERGENCE CULTURE CONSORTIUM AT MIT
WHY WE SHARE
STRENGTHEN DEFINE OUR
GIVE ME
MY COLLECTIVE
STATUS
BOND IDENTITY
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
PROBLEMS = NOT RELATING TO WOMEN = RELATING TO WOMEN
JAY Z
TIGER WOODS
LINK: MIKEARAUZ.COM/2009/12/WHAT-MAKES-CONTENT-SPREADABLE
ALMOST 30,000
VIEWS ON
BUZZFEED
WITHIN THE FIRST
48 HOURS
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
MAP OF INTEREST
HIP HOP GRAPHIC
DESIGN
JAY Z GEEKS,
DORKS,
AND INFO
NERDS GRAPHICS
CELEBRITY
TIGER
WOODS
DATA
SPORTS
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
WE WILL SHARE WHETHER
YOU LIKE IT OR NOT
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
WE’VE WATCHED OVER 1 MILLION
CAT VIDEOS TO HELP YOU FIND
THE BEST ONES.
COOPERATION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
JANE MCGONIGAL, GAME DESIGNER,
SPEAKING AT THE NEW YORKER CONFERENCE, 2008
WHY WE PLAY
ACCOMPLISH SPEND TIME GET BE PART
SATISFYING WITH PEOPLE GOOD AT OF
WORK I LIKE SOMETHING SOMETHING
BIGGER
FOSTERING SUSTAINED ENGAGEMENT
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
ADAPTED FROM “MOVING THE CROWD AT THREADLESS”
BY DAREN C. BRABHAM
CROWD MOTIVATIONS
$
MAKE / WIN MONEY
OPPORTUNITY TO WIN WORK
HONE MY SKILLS
BE PART OF A
COMMUNITY
ADDICTED TO PARTICIPATING
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
21
FARMVILLE WORKERS
OF THE WORLD,
UNITE AND RISE UP!
COLLECTIVE
ACTION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
COLLECTIVE ACTION:
Getting a group of people
to work together towards
a shared goal.
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
DON’T EXPECT THIS
TO BE EASY
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
UNDERSTANDING + ALIGNMENT
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
VISION
A FOUNDATION
FOR ENGAGING COMMUNITY NETWORK VALUES
A COMMUNITY
BEHAVIORS
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
MIT’s Center for Collective
Intelligence has collected and
analyzed 250 examples of
web-enabled collective intelligence.
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
WHAT
THE ELEMENTS OF
ORGANIZING WHO WHY
GROUP ACTION
HOW
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THE COLLECTIVE INTELLIGENCE GENOME
GOAL PARTICIPANTS
CREATE DECIDE CROWD HIERARCHY
TOOLS/METHODS MOTIVATIONS
(CREATE) (GROUP DECISION) MONEY
COLLECTION VOTING GLORY
CONTEST AVERAGING EXPERTISE
COLLABORATION CONSENSUS SOCIAL
PREDICTION SATISFYING WORK
MARKET BE PART OF
SOMETHING BIGGER
(INDIVIDUAL DECISION) PERSONAL PASSION
MARKET
SOCIAL NETWORK
ADAPTED FROM “THE COLLECTIVE INTELLIGENCE GENOME”, BY THOMAS W. MALONE, ROBERT LAUBACHER
AND CHRYSANTHOS DELLAROCAS, MIT SLOAN MANAGEMENT REVIEW, SPRING 2010
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
COLLECTIVE
ACTION
BY DESIGN
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
A WORLD WHERE WE AN AGGREGATE COUNT
RIDE INSTEAD OF DRIVE OF MILES RIDDEN
INSTEAD OF DRIVEN
PEOPLE WHO IT’S BETTER FOR ME
LOVE RIDING BIKES AND SOCIETY TO
RIDE MY BIKE
CLIF BAR
2 MILE
CHALLENGE
PEOPLE DOING THE I GET CREDIT FOR
2 MILE CHALLENGE RIDING INSTEAD
OF DRIVING
TWITTER, FACEBOOK, RECORDING MY RIDING,
DAILY MILE, 2MC PLATFORM UPDATING MY STATUS
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
IF YOU ONLY REMEMBER
3 THINGS...
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
1 ALL EXPERIENCES
NOW TAKE PLACE IN
THE CONTEXT OF A
NETWORK OF
CONNECTED PEOPLE
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
2 UNDERSTAND THE
VALUES, BEHAVIORS,
AND SHARED VISION OF
THE PEOPLE YOU WANT
TO CONNECT WITH
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
3 LOOK FOR WAYS TO
SHARE, COOPERATE,
AND ORGANIZE
COLLECTIVE ACTION
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THANK YOU.
Say hi on Twitter: @mikearauz
Read more: mikearauz.com
Blog: mikearauz.wordpress.com
Henry Kobutra
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