embrace the chaos
 (& other scary tales from the
         social web)




                                 by Tara ‘missro...
first...the bad news
Here Lies   RIP control
Expertise                 Secrets
Did you know 4.0?
(Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler)
               http://www...
now onto the good news...
http://www.flickr.com/photos/statelibraryofnsw/3484530193/



the tale of the mysterious taggers
http://www.flickr.com/photos/thomashawk/133814827/
http://www.flickr.com/photos/library_of_congress
the results
•   10.4 Million views

•   79% of 4,615 photos marked as ‘favorite’

•   15,000 new contacts for Library of C...
why it succeeded
•   the Library of Congress erred on the side of open
    (even the licensing)

•   they thought of it as...
the tale of the amateur journalist
stop being important and
start being interesting...
           Michael Hirshorn, Atlantic Monthly
what is interesting?
http://www.flickr.com/photos/jdlasica/3362224306/
http://www.fivethirtyeight.org
600,000 visits PER DAY
(that made fivethirtyeight.com the 2nd most popular political site of 2008)

                  (in ...
why?
• Silver offered up something valuable
• the site was born out of a passion - first for
   numbers, then baseball, th...
tales of the growing mash-ups
the law of mashups

• no matter how much you lock stuff down, it
  will be taken and repurposed.
• you should be so lucky ...
music
Girl Talk




http://www.youtube.com/watch?v=tjHj-f6gLkI
http://www.wired.com/special_multimedia/2008/pl_music_1609
Kutiman (thru-you)




        http://thru-you.com/
        http://www.youtube.com/watch?v=EsBfj6khrG4
http://krazydad.com/colrpickr/index.php
maps
twitter
http://www.twittervision.com
http://www.escapemydate.com
what are the benefits of mashups

1. Onramps & Offramps: more ways for people to
   interact with and consume your content...
most popular mashup apis

• Google Maps >1800 mashups recorded
• Flickr >500 mashups recorded
• YouTube >415 mashups recor...
the tale of the crazy collaborations
University of Washington
Computer Science Division
   http://www.fold.it
stats on fold.it

• Study found folding teams do much better than
  individuals
• >100,000 players in under 1 year
• A 13 ...
http://setiathome.berkeley.edu/

180,000 active volunteers and nearly 290,000 active
             computers doing work!!
your future
looks bright...
the trick (& treat) is for
        you to...
increase your
    social capital
(whuffie - the currency of online communities)
turn the bullhorn around

• stop being ‘experts’ and start interacting
• watch, listen and learn from what your
  audience...
become part of the community

• become more collaborative and open
• discuss articles in progress with twitter
  followers...
create amazing experiences
• create information out of passion
• simplify complex stories (infographics, stats,
  etc.)
• ...
embrace the chaos

• let go of control; offer APIs, widgets, etc.
• get experimental! (i.e. try things without
   knowing ...
find your higher purpose

• think customer centrically: put your audience’s
  success at the core of every decision you ma...
there are many more reasons
       to celebrate
  than fear the social web
the end
tara ‘missrogue’ hunt
 author, The Whuffie Factor
  http://www.horsepigcow.com
http://www.thewhuffiefactor.com

          ...
share/remix/spread             ...but don’t forget to

                attribute

    http://slideshare.net/missrogue
Embrace the Chaos (and other scary tales of the social web)
Embrace the Chaos (and other scary tales of the social web)
Embrace the Chaos (and other scary tales of the social web)
Embrace the Chaos (and other scary tales of the social web)
Upcoming SlideShare
Loading in...5
×

Embrace the Chaos (and other scary tales of the social web)

7,356

Published on

This is the presentation I gave at the Extension.org annual conference in St. Louis on October 22, 2009. The audience takeaway was that, although scary and unknown, there are many great examples of organizations like their own using the social web to go further...and I also threw in some more radical stuff to open up the possibilities.

Published in: Education, Technology, Design
1 Comment
16 Likes
Statistics
Notes
No Downloads
Views
Total Views
7,356
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
158
Comments
1
Likes
16
Embeds 0
No embeds

No notes for slide

Transcript of "Embrace the Chaos (and other scary tales of the social web)"

  1. 1. embrace the chaos (& other scary tales from the social web) by Tara ‘missrogue’ Hunt
  2. 2. first...the bad news
  3. 3. Here Lies RIP control Expertise Secrets
  4. 4. Did you know 4.0? (Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler) http://www.youtube.com/watch?v=6ILQrUrEWe8
  5. 5. their deaths have not been exaggerated • democratization > gatekeepers • amateurs > experts • transparency > p.r. spins & brand mgmt • collaboration > corporate think tanks • openness/sharing > secrets/intellectual property
  6. 6. now onto the good news...
  7. 7. http://www.flickr.com/photos/statelibraryofnsw/3484530193/ the tale of the mysterious taggers
  8. 8. http://www.flickr.com/photos/thomashawk/133814827/
  9. 9. http://www.flickr.com/photos/library_of_congress
  10. 10. the results • 10.4 Million views • 79% of 4,615 photos marked as ‘favorite’ • 15,000 new contacts for Library of Congress • 7,166 comments left on 2,873 photos by 2,562 unique Flickr accounts • 67,176 tags added by 2,518 unique Flickr users • <25 instances removed because inappropriate • their press/blogger coverage was through the roof Report: For the Common Good, October 30, 2008 http://www.loc.gov/rr/print/flickr_report_final_summary.pdf
  11. 11. why it succeeded • the Library of Congress erred on the side of open (even the licensing) • they thought of it as an ‘experiment’ rather than a well-formed strategy • they trusted and let go of control - they embraced the chaos • they looked at it as a long-term partnership
  12. 12. the tale of the amateur journalist
  13. 13. stop being important and start being interesting... Michael Hirshorn, Atlantic Monthly
  14. 14. what is interesting?
  15. 15. http://www.flickr.com/photos/jdlasica/3362224306/
  16. 16. http://www.fivethirtyeight.org
  17. 17. 600,000 visits PER DAY (that made fivethirtyeight.com the 2nd most popular political site of 2008) (in <5 months, rising out of obscurity) (run initially by ONE guy)
  18. 18. why? • Silver offered up something valuable • the site was born out of a passion - first for numbers, then baseball, then politics • these numbers were not only accurate, but they also simplified very complex information • Silver listened to his audience. He interacted, responded and tweaked as necessary
  19. 19. tales of the growing mash-ups
  20. 20. the law of mashups • no matter how much you lock stuff down, it will be taken and repurposed. • you should be so lucky as to have your content remixed. If it isn’t remixed, worry about the relevance/interestingness of your work.
  21. 21. music
  22. 22. Girl Talk http://www.youtube.com/watch?v=tjHj-f6gLkI
  23. 23. http://www.wired.com/special_multimedia/2008/pl_music_1609
  24. 24. Kutiman (thru-you) http://thru-you.com/ http://www.youtube.com/watch?v=EsBfj6khrG4
  25. 25. photography
  26. 26. http://krazydad.com/colrpickr/index.php
  27. 27. maps
  28. 28. http://www.everyblock.com
  29. 29. twitter
  30. 30. http://www.twittervision.com
  31. 31. http://www.escapemydate.com
  32. 32. what are the benefits of mashups 1. Onramps & Offramps: more ways for people to interact with and consume your content (traffic from Twitter’s API is 10x twitter.com) 2. Creativity: those projects you would never get to in a million years (or think of) are created! 3. Exposure: the more fun the mashup, the more likely you will get some press from it
  33. 33. most popular mashup apis • Google Maps >1800 mashups recorded • Flickr >500 mashups recorded • YouTube >415 mashups recorded • Amazon >315 mashups recorded • Twitter >275 mashups recorded
  34. 34. the tale of the crazy collaborations
  35. 35. University of Washington Computer Science Division http://www.fold.it
  36. 36. stats on fold.it • Study found folding teams do much better than individuals • >100,000 players in under 1 year • A 13 year old non-scientist (no training) won the folding competition
  37. 37. http://setiathome.berkeley.edu/ 180,000 active volunteers and nearly 290,000 active computers doing work!!
  38. 38. your future looks bright...
  39. 39. the trick (& treat) is for you to...
  40. 40. increase your social capital (whuffie - the currency of online communities)
  41. 41. turn the bullhorn around • stop being ‘experts’ and start interacting • watch, listen and learn from what your audience needs • collect data on what your readers share and interact with and tweak
  42. 42. become part of the community • become more collaborative and open • discuss articles in progress with twitter followers, facebook fans, etc. • read and link to blogs that are on topic • really figure out what people are interested in/ talking about by being social on the SNs
  43. 43. create amazing experiences • create information out of passion • simplify complex stories (infographics, stats, etc.) • inject more fun into your content • create social interactions between readers • let people personalize their experience
  44. 44. embrace the chaos • let go of control; offer APIs, widgets, etc. • get experimental! (i.e. try things without knowing the results beforehand) • learn from other industries and the successes of the hyper-viral • put a human face on your product
  45. 45. find your higher purpose • think customer centrically: put your audience’s success at the core of every decision you make • get behind the passions of the community; or • promote something bigger than your own work (equal access to education?) • get involved in your local community events
  46. 46. there are many more reasons to celebrate than fear the social web
  47. 47. the end
  48. 48. tara ‘missrogue’ hunt author, The Whuffie Factor http://www.horsepigcow.com http://www.thewhuffiefactor.com p. 514-679-2951 e. horsepigcow@gmail.com t. twitter.com/missrogue
  49. 49. share/remix/spread ...but don’t forget to attribute http://slideshare.net/missrogue

×