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Content And Community

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Presentation given at OktoberFEST Innovation seminar in Munich Oct 2009

Presentation given at OktoberFEST Innovation seminar in Munich Oct 2009

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    Content And Community Content And Community Presentation Transcript

    • 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