CONTENT & COMMUNITY HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION OF CONTENT neilperkin.t...
Source: Future Foundation: Entertainment Futures  Image: http://www.flickr.com/photos/kicey/ SOCIAL IS BECOMING A PART OF ...
http://www.flickr.com/photos/marthaburzynski/ IS THIS REALLY SUCH A BIG DEAL?
Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/
“ The other guys think the purpose of communication is to get  information . We think the purpose of information is to fos...
EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/ The means of production ...
THE RELATIONSHIP IS NO LONGER LINEAR http://www.flickr.com/photos/timothyschenck/
THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, conte...
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/ WE HAVE TO RELEARN WHAT WE THINK WE KNOW
WHAT COMMUNITY ISN’T www.howies.co.uk
http://www.flickr.com/photos/ivanovash/ YOU DON’T ‘MANAGE’ COMMUNITY “ In the knowledge economy all staff are volunteers, ...
http://www.passiveaggressivenotes.com/ THE FEWER RULES & BOUNDARIES, THE BETTER
http://little-people.blogspot.com/ BIG ISN’T NECESSARILY  BETTER Broadcast rules don’t apply
SO HOW CAN I CREATE A COMMUNITY?
WRONG QUESTION
“ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
HOW SHOULD IT WORK THEN?
http://www.flickr.com/photos/twenty_questions/ LISTEN & ACT ON FEEDBACK
GET STUCK IN http://slimgoodies.tumblr.com/ Encourage discussion, be a part of it
ADD VALUE http://www.flickr.com/photos/artsyt/ "In the past you were what you owned. Now you are what you share.&quot...
STICK AROUND http://www.flickr.com/photos/jryle79/ HT http://farisyakob.typepad.com/ Relationships require building, so ra...
“ One part anarchy, one part aristocracy,  one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community h...
Image courtesy http://jimdowling.typepad.com/ DYSFUNCTIONAL, FUN, NORMAL
… HUMAN http://www.flickr.com/photos/pulpolux/
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about techno...
“ Our focus should be not on emerging technologies but on emerging cultural practices.” Henry Jenkins, Professor of  Compa...
Blog Her/Compass Partners Social Media Study UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
http://www.flickr.com/photos/streamishmc/ A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
NETWORKED NOT LINEAR http://www.flickr.com/photos/arbegofoto/ Models built on ubiquity not scarcity “Most items of value d...
FREE FLOWING NOT STATIC “ Content Ubiquity” Peter Chernin, News Corp Services, applications and content are scalable and p...
MULTIPLE TOUCHPOINTS
Streams not microsites DISTRIBUTED NOT DESTINATION “ As we move beyond Web 2.0 into an ever more interactive network, in w...
Ref: Tim Rosentiel www.journalism.org , Image   http://www.flickr.com/photos/patty_colmer/ NEW JOURNALISM – CONTENT PRODUC...
Make it as easy as possible for your fans to find it and spread the word If the web is a mass of conversations, then get t...
9 1 90 Every community has super-users – high authority, highly active Know who they are
Interaction Participation Value Value Engagement Data User Producer Shared content Distributed content Drive-by Browse Int...
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf Marketing spend generates traffic Some of that tr...
VIDEO DIDN’T KILL THE RADIO STAR …BUT SOCIAL MEDIA HAS CHANGED COMMUNICATIONS FOR GOOD
MICRO-BLOGGING 140 characters only Sharing thoughts, links, Participating in chat PHOTO SHARING Aleks’ visual character Fr...
http://www.youtube.com/watch?v=2lXh2n0aPyw   HAVING FUN 2m views in less than 2 weeks
1.2 million ideas for flavours 1.1 million votes cast Winner got £50K and 1% of future sales http://www.walkers.co.uk/flav...
Fourth most viewed film on Nike Football channel 600,000+ views - more than twice the number of views as the Nike Five TV ...
http://www.twittertim.es/ NEW WAYS OF FILTERING CONTENT
http://blog.newspaperclub.co.uk/ NEW WAYS OF PRESENTING CONTENT
http://vizlab.nytimes.com/ NEW WAYS OF REPORTING “ Throughout Election Day, NYTimes.com readers submitted the words that b...
http://www.nytimes.com/packages/html/nyregion/1-in-8-million/ The NYT is the 2 nd  most linked to site by bloggers NEW FOR...
Literature meets gaming NEW FORMS OF STORYTELLING
http://www.zappos.com/map/ Let people watch other people buy stuff and then link it through to the store... NEW WAYS TO SE...
NEW WAYS TO DO CREDS The agency without a website
http://www.nationofgo.com/#/explore BF Goodrich - driver communities around maps using geo-tagged mobile tools NEW WAYS TO...
NEW WAYS TO ADD VALUE
http://designbyme.lego.com/en-us/default.aspx NEW WAYS TO INVOLVE
NEW WAYS TO MAKE DATA USEFUL
“ Trendsmap.com is a real-time mapping of Twitter trends across the world. See what the global, collective mass of humanit...
“ Every day, millions of people share how they feel with the people who matter the most in their lives through status upda...
“ a way of creating an elegant and intuitive way to count and communicate the personal statistics generated by each of us ...
… OR USEFUL DATA FROM OBJECTS
…AND THAT’S WHEN IT GETS REALLY SCARY Russell  made the point  that this all gets really interesting (or scary, depending ...
http://www.flickr.com/photos/sulamith/ If the information revolution succeeds the standalone desktop computer will eventua...
http://www.flickr.com/photos/alphadslr/
http://icanread.tumblr.com/post/82501725 Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/ neilperkin.ty...
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Content And Community

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Presentation given at OktoberFEST Innovation seminar in Munich Oct 2009

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Transcript of "Content And Community"

  1. 1. CONTENT & COMMUNITY HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION OF CONTENT neilperkin.typepad.com Image courtesy http://pleaseenjoy.com/
  2. 2. Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/ SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS Social dimensions are paramount to most people … and most forms of entertainment “ The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
  3. 3. http://www.flickr.com/photos/marthaburzynski/ IS THIS REALLY SUCH A BIG DEAL?
  4. 4. Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/
  5. 5. “ The other guys think the purpose of communication is to get  information . We think the purpose of information is to foster  communication. ” Mark Zuckerberg, CEO Facebook TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD http://www.flickr.com/photos/danarah/
  6. 6. EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/ The means of production and distribution are shared
  7. 7. THE RELATIONSHIP IS NO LONGER LINEAR http://www.flickr.com/photos/timothyschenck/
  8. 8. THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/
  9. 9. http://www.flickr.com/photos/adviceposters/sets/72157602720078403/ WE HAVE TO RELEARN WHAT WE THINK WE KNOW
  10. 10. WHAT COMMUNITY ISN’T www.howies.co.uk
  11. 11. http://www.flickr.com/photos/ivanovash/ YOU DON’T ‘MANAGE’ COMMUNITY “ In the knowledge economy all staff are volunteers, but our managers are trained to manage conscripts” Peter Drucker
  12. 12. http://www.passiveaggressivenotes.com/ THE FEWER RULES & BOUNDARIES, THE BETTER
  13. 13. http://little-people.blogspot.com/ BIG ISN’T NECESSARILY BETTER Broadcast rules don’t apply
  14. 14. SO HOW CAN I CREATE A COMMUNITY?
  15. 15. WRONG QUESTION
  16. 16. “ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
  17. 17. HOW SHOULD IT WORK THEN?
  18. 18. http://www.flickr.com/photos/twenty_questions/ LISTEN & ACT ON FEEDBACK
  19. 19. GET STUCK IN http://slimgoodies.tumblr.com/ Encourage discussion, be a part of it
  20. 20. ADD VALUE http://www.flickr.com/photos/artsyt/ "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
  21. 21. STICK AROUND http://www.flickr.com/photos/jryle79/ HT http://farisyakob.typepad.com/ Relationships require building, so rather than short-term ROI, you need to take a longer-term view
  22. 22. “ One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community http://www.flickr.com/photos/vhata/
  23. 23. Image courtesy http://jimdowling.typepad.com/ DYSFUNCTIONAL, FUN, NORMAL
  24. 24. … HUMAN http://www.flickr.com/photos/pulpolux/
  25. 25. "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/ PEOPLE NOT TECHNOLOGY
  26. 26. “ Our focus should be not on emerging technologies but on emerging cultural practices.” Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture
  27. 27. Blog Her/Compass Partners Social Media Study UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
  28. 28. http://www.flickr.com/photos/streamishmc/ A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
  29. 29. NETWORKED NOT LINEAR http://www.flickr.com/photos/arbegofoto/ Models built on ubiquity not scarcity “Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now.” Ian Rogers Social media thinking has to run through the organisation Loosely-coupled value chains that include users as value creators
  30. 30. FREE FLOWING NOT STATIC “ Content Ubiquity” Peter Chernin, News Corp Services, applications and content are scalable and portable Platforms that are seamlessly inter-connectable No barriers to interaction - interfaces that get out of the way Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg
  31. 31. MULTIPLE TOUCHPOINTS
  32. 32. Streams not microsites DISTRIBUTED NOT DESTINATION “ As we move beyond Web 2.0 into an ever more interactive network, in which users send as much material as they consume…it becomes obvious that we are progressing from the Internet through the Web to the Stream” Glen Hiemstra, Futurist.com
  33. 33. Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/ NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE Authenticator : Help the audience figure out what to believe, what can they trust Sense-maker : Help the audience derive meaning from what is happening in the world Navigator : Help the audience find their way around a story or issue and point them to the “good stuff” Forum-leader : Help the audience engage in a discussion in a knowledgeable way
  34. 34. Make it as easy as possible for your fans to find it and spread the word If the web is a mass of conversations, then get talked about Create content and services that are worth passing on CREATE CONTENT THAT IS REMARKABLE http://www.flickr.com/photos/oldflints/
  35. 35. 9 1 90 Every community has super-users – high authority, highly active Know who they are
  36. 36. Interaction Participation Value Value Engagement Data User Producer Shared content Distributed content Drive-by Browse Interact Super users
  37. 37. Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf Marketing spend generates traffic Some of that traffic sticks Users are inspired and enabled to talk about your product They spread the message around the network SETH GODIN – ‘FLIPPING THE FUNNEL’
  38. 38. VIDEO DIDN’T KILL THE RADIO STAR …BUT SOCIAL MEDIA HAS CHANGED COMMUNICATIONS FOR GOOD
  39. 39. MICRO-BLOGGING 140 characters only Sharing thoughts, links, Participating in chat PHOTO SHARING Aleks’ visual character From TVCs Family portraits Community connections Competitions VIDEO CONTENT Bloopers TCVs Fav video content COMPARISON APPLICATION Viral “comparison” app COMMUNITY AUGMENTATION Status, Notes, Pictures, Videos TV 80% increase in quotes…600,000+ Facebook Fans CPA reduced by 73%...Brand Awareness from 20% to 59% SOCIAL IDEA NOT SOCIAL MEDIA Compare The Meerkat HT http://ameliatorode.typepad.com/
  40. 40. http://www.youtube.com/watch?v=2lXh2n0aPyw HAVING FUN 2m views in less than 2 weeks
  41. 41. 1.2 million ideas for flavours 1.1 million votes cast Winner got £50K and 1% of future sales http://www.walkers.co.uk/flavours/# Walkers ‘Do Us A Flavour’ INVOLVING YOUR CUSTOMERS
  42. 42. Fourth most viewed film on Nike Football channel 600,000+ views - more than twice the number of views as the Nike Five TV ad CREATING SPREADABLE CONTENT Nike Five and ‘nutmegging’
  43. 43. http://www.twittertim.es/ NEW WAYS OF FILTERING CONTENT
  44. 44. http://blog.newspaperclub.co.uk/ NEW WAYS OF PRESENTING CONTENT
  45. 45. http://vizlab.nytimes.com/ NEW WAYS OF REPORTING “ Throughout Election Day, NYTimes.com readers submitted the words that best described their moods. This page updated hourly with the most popular choices.”
  46. 46. http://www.nytimes.com/packages/html/nyregion/1-in-8-million/ The NYT is the 2 nd most linked to site by bloggers NEW FORMS OF STORYTELLING
  47. 47. Literature meets gaming NEW FORMS OF STORYTELLING
  48. 48. http://www.zappos.com/map/ Let people watch other people buy stuff and then link it through to the store... NEW WAYS TO SELL STUFF
  49. 49. NEW WAYS TO DO CREDS The agency without a website
  50. 50. http://www.nationofgo.com/#/explore BF Goodrich - driver communities around maps using geo-tagged mobile tools NEW WAYS TO USE GEOLOCATION
  51. 51. NEW WAYS TO ADD VALUE
  52. 52. http://designbyme.lego.com/en-us/default.aspx NEW WAYS TO INVOLVE
  53. 53. NEW WAYS TO MAKE DATA USEFUL
  54. 54. “ Trendsmap.com is a real-time mapping of Twitter trends across the world. See what the global, collective mass of humanity are discussing right now .” … AND SEE WHAT’S GOING ON, RIGHT NOW
  55. 55. “ Every day, millions of people share how they feel with the people who matter the most in their lives through status updates on Facebook. These updates are tiny windows into how people are doing…Grouped together, these updates are indicative of how we are collectively feeling” … AND SEE THE INTANGIBLE http://apps.facebook.com/usa_gnh/ “ US Gross National Happiness”
  56. 56. “ a way of creating an elegant and intuitive way to count and communicate the personal statistics generated by each of us every day” http://daytum.com/ … AND COLLECT AND SHARE PERSONAL DATA STREAMS
  57. 57. … OR USEFUL DATA FROM OBJECTS
  58. 58. …AND THAT’S WHEN IT GETS REALLY SCARY Russell made the point that this all gets really interesting (or scary, depending on your point of view) as more products start emiting data streams, as objects start communicating and get more informationally connected, and that this is what advertising and marketing and media people really need to get afeared by: " “ All this web stuff is going to look like a picnic compared to the horrors that will be dealt to the agency and media businesses when every product has a communications channel built right in.” Russell Davies Objects become informationally connected, start communicating, emitting data streams
  59. 59. http://www.flickr.com/photos/sulamith/ If the information revolution succeeds the standalone desktop computer will eventually vanish. Its chips, its lines of connection, even its visual interfaces will submerge into our environment until we are no longer conscious of their presence (except when they fail) Kevin Kelly ONE FINAL THOUGHT As the web expands it disappears Channels blur ‘ Online’ becomes meaningless ‘ Social’ is everywhere
  60. 60. http://www.flickr.com/photos/alphadslr/
  61. 61. http://icanread.tumblr.com/post/82501725 Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/ neilperkin.typepad.com http://twitter.com/neilperkin
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