Content And Community

CONTENT & COMMUNITY HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION OF CONTENT neilperkin.typepad.com Image courtesy http://pleaseenjoy.com/

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

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 foster communication. ” Mark Zuckerberg, CEO Facebook TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD http://www.flickr.com/photos/danarah/

EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/ The means of production and distribution are shared

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, content http://www.flickr.com/photos/wespionage/

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, but our managers are trained to manage conscripts” Peter Drucker

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." Charles Leadbeater – We Think

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

“ One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community http://www.flickr.com/photos/vhata/

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 technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/ PEOPLE NOT TECHNOLOGY

“ 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

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 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

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

MULTIPLE TOUCHPOINTS

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

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

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/

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 Interact Super users

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’

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 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/

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/flavours/# Walkers ‘Do Us A Flavour’ INVOLVING YOUR CUSTOMERS

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’

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 best described their moods. This page updated hourly with the most popular choices.”

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

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 SELL STUFF

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 USE GEOLOCATION

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 humanity are discussing right now .” … AND SEE WHAT’S GOING ON, RIGHT NOW

“ 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”

“ 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

… 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 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

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

http://www.flickr.com/photos/alphadslr/

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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Content And Community

by Neil Perkin on Oct 16, 2009

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Content And Community — Presentation Transcript