2. New Media {for Dummies} 1990s: Media Only Viewed W/ Computer Power videos, CD-ROMs, videogames, computer software, PowerPoint, animation… … anything NOT traditional media (print, TV, radio, meetings)‏ 2007: Technology + Communication + Design [Wikipedia] + Social Purpose [Ramla A.] All above + Email, Websites, Web-Based Diaries/Logs (aka Blogs), Streaming Video, Wiki (Collaborative writing tool), Podcasting (publishing MP3s; downloadable on iPods & other players), Interactive Web & TV & Cells & Installations, SMS, RSS (getting keyword-filtered news in 1 place, from many sources), and other doohickeys

1990s: Media Only Viewed W/ Computer Power

videos, CD-ROMs, videogames, computer software, PowerPoint, animation…

… anything NOT traditional media (print, TV, radio, meetings)‏

2007: Technology + Communication + Design [Wikipedia]

+ Social Purpose [Ramla A.]

All above + Email, Websites, Web-Based Diaries/Logs (aka Blogs), Streaming Video, Wiki (Collaborative writing tool), Podcasting (publishing MP3s; downloadable on iPods & other players), Interactive Web & TV & Cells & Installations, SMS, RSS (getting keyword-filtered news in 1 place, from many sources), and other doohickeys

3. New Media  Social Media I call it Social Media i.e. New Media + a Purpose Served in the Human Society = media that creates global social connectivity (for idea exchange, cultural transfer, transaction facility, engagement)‏ [Which was the whole darn point of media to begin with!] No point using new media/ technology in 2007 if not for achieving purpose. Making meaning. Creating connections. A wireless mike is to forget the mike & talk-walk about. New Media is for social-economic-political purposes. For operating the business of life. In a super-connected flat world.

I call it Social Media

i.e. New Media + a Purpose Served in the Human Society

= media that creates global social connectivity

(for idea exchange, cultural transfer, transaction facility, engagement)‏

[Which was the whole darn point of media to begin with!]

No point using new media/ technology in 2007

if not for achieving purpose. Making meaning. Creating connections.

A wireless mike is to forget the mike & talk-walk about.

New Media is for social-economic-political purposes.

For operating the business of life.

In a super-connected flat world.

4. The Great Human Conversation 1999: CLUETRAIN MANIFESTO a Set of 95 Self-Evident Truths By Locke, Doc, and David Truth #1: Markets are Conversations! Truth #2: Markets are People, not Demographics. Internet connects public-employees-organizations-info. Conversation? Real-time. Connected. People-driven. Boundary breaking. Beyond corporate borders. Infiltrating corporate walls. People2people. Cluetrain : Markets = A Brief History of Time : The Universe i.e. Not changing/creating the Market (Universe), but stating truth about it

1999: CLUETRAIN MANIFESTO

a Set of 95 Self-Evident Truths

By Locke, Doc, and David

Truth #1: Markets are Conversations!

Truth #2: Markets are People, not Demographics.

Internet connects public-employees-organizations-info.

Conversation?

Real-time. Connected. People-driven. Boundary breaking. Beyond corporate borders. Infiltrating corporate walls. People2people.

Cluetrain : Markets = A Brief History of Time : The Universe

i.e. Not changing/creating the Market (Universe), but stating truth about it

5. The Cluetrain Manifesto {official} Online Markets... Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. ...People of Earth The sky is open to the stars. Clouds roll over us night and day. Oceans rise and fall. Whatever you may have heard, this is our world, our place to be. Whatever you've been told, our flags fly free. Our heart goes on forever. People of Earth, remember. We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.

Online Markets...

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.

...People of Earth

The sky is open to the stars. Clouds roll over us night and day. Oceans rise and fall. Whatever you may have heard, this is our world, our place to be. Whatever you've been told, our flags fly free. Our heart goes on forever. People of Earth, remember.

6. Economics of Conversations Buy _. Look at my purse, car, city. Visit _. Stay away. Don’t talk to _. Don’t trust _. Did you hear _? I recommend _. _ gave me a bad deal. I work for _; they’re wonderful/ dreadful. I see you’re reading/watching _ from your list; I’m getting one too. I’ll also attend _ event, b/c 19 friends signed up. _ look popular. See my media. I liked your profile; I want to hire you. Get more info here. Let’s start _. Stop _. FILL IN THE BLANKS. DO THE MATHS. Each conversation X multiplier affect [= social authority*] Each conversation X 100s of times => Take it seriously. Driving Force: Connectivity. Riding on: The Web 2.0 (= Internet with real-time interactivity / sharing ability)‏ People are talking. Talking about people. Talking about Ideas. What? How? Who? When? Where? Why?

8. New Media 4 a New World The World of Traditional Media Scarcity Mentality Hierarchy/ Chain Function vs. Design Tell Institutional Control Contrived Time-Delayed Print, TV, Radio, Person Concentration Brand Loyalty Communication Impresses Buying / Selling Rifle? Shotgun? AK47? Controlled Information Corporations Know Transaction *Finis* The World of Social Media Abundant Mentality Web/ Cycle Purpose at Hand Talk Consumer Control Open and Honest Real-Time Traditional + Web + Cell Fragmented Attention Self Satisfaction Communication Engages Matching Duck Online, Orchestrating Life Open Information Consumers Own Lovin’ It, ‘n’ Livin’ It Etc…

The World of Traditional Media

Scarcity Mentality

Hierarchy/ Chain

Function vs. Design

Tell

Institutional Control

Contrived

Time-Delayed

Print, TV, Radio, Person

Concentration

Brand Loyalty

Communication Impresses

Buying / Selling

Rifle? Shotgun? AK47?

Controlled Information

Corporations Know

Transaction

*Finis*

The World of Social Media

Abundant Mentality

Web/ Cycle

Purpose at Hand

Talk

Consumer Control

Open and Honest

Real-Time

Traditional + Web + Cell

Fragmented Attention

Self Satisfaction

Communication Engages

Matching

Duck Online, Orchestrating Life

Open Information

Consumers Own

Lovin’ It, ‘n’ Livin’ It

Etc…

9. Characteristics 6xSense-ational Audio, Video, Text, Touch, Intuition [“A Visual Culture is Taking Over the World.”] John Naisbitt, 2000 – Mind Set! [“A 6xSense-ational Culture is Being Awoken. We are, Indeed, Creating Hyper Sense-ational Virtual Realities. Think Second Life. ”] Ramla A., 2007 – [NEXT> by Ramla] Rule of the Thumb: Red Matter (Heart)‏ Gray Matter (Mind) = Emotion Rules Logic (=> Story Rules Data => Human Voice Rules Corporate Speak)‏

6xSense-ational

Audio, Video, Text, Touch, Intuition

[“A Visual Culture is Taking Over the World.”]

John Naisbitt, 2000 – Mind Set!

[“A 6xSense-ational Culture is Being Awoken.

We are, Indeed, Creating Hyper Sense-ational

Virtual Realities. Think Second Life. ”]

Ramla A., 2007 – [NEXT> by Ramla]

Rule of the Thumb:

Red Matter (Heart)‏

Gray Matter (Mind)

= Emotion Rules Logic

(=> Story Rules Data => Human Voice Rules Corporate Speak)‏

10. Letting Fear Go Q: 10,000,000s of messages. 1,000,000s of people. 1000s of channels. 10s of social networks. How can I (1) live in this Mad Multiverse of Media!? A: Be like the Surfer who rides The Ocean Waves. You Can’t Change Flow. So Go With It. Learn. Adapt. Enjoy. Master The Change.

11. Ground Rules Communication is conversation, not monologue. Don’t tell, be engaged. From Conception till End. Listen. Talk. Share. Dis/Agree. Be human. (How’re you doing?)‏ Participants in social media are people, not corporations. (Organizations are people, not manage-bots.) Conversations are attributed clearly to source. Anonymity, and Voice of Brochure are not on. Core Values: Honesty and transparency. Manipulate or spin, and people will walk. It's pull, not push. People place communication and products around their lives. Distribution, not centralization. Conversations grow like trees. Many talkers, many listeners. Info not owned, but shared. Everyone has access.

Communication is conversation, not monologue. Don’t tell, be engaged. From Conception till End.

Listen. Talk. Share. Dis/Agree. Be human. (How’re you doing?)‏

Participants in social media are people, not

corporations. (Organizations are people, not manage-bots.)

Conversations are attributed clearly to source.

Anonymity, and Voice of Brochure are not on.

Core Values: Honesty and transparency.

Manipulate or spin, and people will walk.

It's pull, not push. People place communication

and products around their lives.

Distribution, not centralization. Conversations grow like trees.

Many talkers, many listeners. Info not owned, but shared.

Everyone has access.

12. Tools How-to {selected} Social Networks + Websites: Watch updates. Gather Intelligence. Create Conversation. Buy + Sell. Foster communities. Create word-of-mouth referrals. Start up businesses. Rally resources. Hire. (Fire!). Buy micro-focused ads. Upload it on YouTube. On Flickr. Link back to it. Blogs + RSS: Place messages in contextually relevant blogs. Start own blogs. Create interactive user spaces. Syndicate messages. Physical/ Virtual Space: Behold their on-body/ personal media: Behold them. Create tactile touch-points. Get them to do physical action. Etiquette: Don’t overwhelm. Don’t impose upon who doesn’t want you. Stick with those who love you. They are plenty. Look for lovers. If you can’t find any, you basically suck.

Social Networks + Websites:

Watch updates. Gather Intelligence. Create Conversation. Buy + Sell. Foster communities. Create word-of-mouth referrals. Start up businesses. Rally resources. Hire. (Fire!). Buy micro-focused ads.

Upload it on YouTube. On Flickr. Link back to it.

Blogs + RSS:

Place messages in contextually relevant blogs. Start own blogs. Create interactive user spaces. Syndicate messages.

Physical/ Virtual Space:

Behold their on-body/ personal media: Behold them.

Create tactile touch-points. Get them to do physical action.

Etiquette:

Don’t overwhelm. Don’t impose upon who doesn’t want you.

Stick with those who love you. They are plenty.

Look for lovers. If you can’t find any, you basically suck.

13. Opportunities Take Away HIGHER PARTICIPATION = HIGHER ACCEPTABILITY. (But only takers = losers.)‏ Capture the Zeitgeist (by observing social networks). Education + Entertainment. Make beneficial connections. Use wisdom of the crowds. Ask for help & knowledge. Get free/ low-cost media. Share from collaborations – create new income channels. Rally support for causes. Get markets’ honest feedback. Multiplied, multi-level reach. Etc. Enjoy the Surf. Give Away *HIGHER CONTRIBUTION = HIGHER SOCIAL AUTHORITY. Spread your ideas. Contribute to open source projects. Test prototype ideas. Barter your unused idea for another’s expertise. Inspire. Motivate. Be loved. Change what you can. Share organizational knowledge. Share brand stories. Your trash = their treasure. Entertain and education. Connect people and resources. Etc. Go with the Flow.

Take Away

HIGHER PARTICIPATION = HIGHER ACCEPTABILITY.

(But only takers = losers.)‏

Capture the Zeitgeist

(by observing social networks).

Education + Entertainment.

Make beneficial connections.

Use wisdom of the crowds.

Ask for help & knowledge.

Get free/ low-cost media.

Share from collaborations – create new income channels.

Rally support for causes.

Get markets’ honest feedback.

Multiplied, multi-level reach.

Etc. Enjoy the Surf.

Give Away

*HIGHER CONTRIBUTION = HIGHER SOCIAL AUTHORITY.

Spread your ideas.

Contribute to open

source projects.

Test prototype ideas.

Barter your unused idea

for another’s expertise.

Inspire. Motivate. Be loved.

Change what you can.

Share organizational knowledge.

Share brand stories.

Your trash = their treasure.

Entertain and education.

Connect people and resources.

Etc. Go with the Flow.

Copy-left Notice Proposed & Researched by Ramla Akhtar Social Designer, Futurist, Speaker, Writer Owner of: NEXT> by Ramla A futurist consultancy with focus on society, enterprise & media Ramla Akhtar can be found on: LinkedIn TrendHunter.com Email: [email_address] This presentation was first prepared to supplement Ramla's article in AURORA – a Pakistani publication on ideas and marketing approaches. You may share this; just keep this slide and any hyperlink within the presentation intact. If partial slides are to be shared, please make clear author attribution to RAMLA AKHTAR and NEXT> (hyperlinked in digital formats; URL - http://nextbyramla.com - in print).