Neil Perkin for London in Prague

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

WHAT I’M GOING TO TALK TO YOU ABOUT TODAY:
THE BIG CHANGES
WHAT IS COMMUNITY (& WHAT IS IT NOT)
SOME GREAT COMMUNITY BUILDING EXAMPLES
COMMUNITY & INNOVATION
BUSINESSES WITH COMMUNITY AT THEIR HEART

IS THIS REALLY SUCH A BIG DEAL?
http://www.flickr.com/photos/marthaburzynski/

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
Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/

Morgan Stanley Internet Trends Report 2010

Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/

TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD
“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
http://www.flickr.com/photos/danarah/

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

NETWORKED
LINEAR
Scheduled
On demand
Sit back
Participative
Messages
Experiences
Content we know you like
(because you’ve told us)
Content we think you’d like
We control the way it is delivered
We allow you to play with it, pass it on
http://www.flickr.com/photos/timothyschenck/

WE HAVE TO RELEARN WHAT WE THINK WE KNOW
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

THE VALUE EQUATION IS CHANGING
= Attention
Content
= Attention, participation, interaction, content
Content, tools, services
http://www.flickr.com/photos/wespionage/

ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT
"The internet is a the great dis-intermediator – it connects everything to everything else…Previously mass media aggregated attention and brands bought it. To earn your own attention you have to do things, create content, that people elect to spend time with.” FarisYakob
http://blog.marketing-soc.org.uk/tag/digital/

“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore
http://emptyla.com/

AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

WHAT COMMUNITY ISN’T
www.howies.co.uk

YOU DON’T ‘MANAGE’ COMMUNITY
http://www.flickr.com/photos/ivanovash/
“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

BIG ISN’T NECESSARILY BETTER
Broadcast rules don’t apply
http://little-people.blogspot.com/

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?

MOTIVATIONS ARE DIFFERENT
Blog Her/Compass Partners Social Media Study

ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think
“On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.”
Howard Owens
http://www.flickr.com/photos/paopix/

LISTEN & ACT ON FEEDBACK
http://www.flickr.com/photos/twenty_questions/

GET STUCK IN
Encourage discussion, be a part of it
http://slimgoodies.tumblr.com/

ADD VALUE
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think
http://www.flickr.com/photos/artsyt/

RECOGNITION AND REWARD
Small things matter. If someone does something good, give them a reward. They might just do it again

BE RESPONSIVE
“There is a correlation between the amount of time it takes for information to be transmitted, the amount of time it takes to have an effect, and the corresponding cultural decay rate. The real-time web of twitter and facebook has brought the cultural latency rate down to almost zero. In response, companies must act faster, responding in real time, to keep apace with its customers.” FarisYakob
http://www.flickr.com/photos/bright/

STICK AROUND
Relationships require building, so rather than short-term ROI, you need to take a longer-term view
HT http://farisyakob.typepad.com/
http://www.flickr.com/photos/jryle79/

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

DYSFUNCTIONAL, FUN, NORMAL
Image courtesy http://jimdowling.typepad.com/

…HUMAN
http://www.flickr.com/photos/pulpolux/

IT’S NOT ABOUT THE TECHNOLOGY
"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/

“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

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
Ref: Tim Rosentiel www.journalism.org , Imagehttp://www.flickr.com/photos/patty_colmer/

DISTRIBUTED NOT DESTINATION
Streams not microsites
“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

FREE FLOWING NOT STATIC
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

CREATE CONTENT THAT IS REMARKABLE
If the web is a mass of conversations, then get talked about
Create content and services that are worth passing on
Make it as easy as possible for your fans to find it and spread the word
http://www.flickr.com/photos/oldflints/

SETH GODIN – ‘FLIPPING THE FUNNEL’
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
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

USERS ARE PEOPLE
1
90
9
Every community has super-users – high authority, highly active
Know who they are

FORRESTER SOCIAL TECHNOGRAPHICS

Super-users
Interact/ Advocate
Browse
Data
Drive-by
Distributed/Shared content

Social Plug-ins
The Like Button

More than 400 million active users
50% of our active users log on to Facebook in any given day
Average user has 130 friends
People spend over 500 billion minutes per month on Facebook
Average user is connected to 60 pages, groups and events
Average user creates 70 pieces of content each month
More than 25 billion pieces of content shared each month.
More than 100 million active users accessing Facebook through mobile

A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
http://www.flickr.com/photos/streamishmc/

AN ECOSYSTEM WHERE USERS CREATE VALUE
# #ff RT

SOCIAL IDEA NOT SOCIAL MEDIA
COMMUNITY AUGMENTATION
Status, Notes, Pictures, Videos
VIDEO CONTENTBloopers
TCVs
Fav video content
TV
PHOTO SHARING
Aleks’ visual characterFrom TVCsFamily portraits
Community connections
Competitions
MICRO-BLOGGING
140 characters only
Sharing thoughts, links,Participating in chat
COMPARISON APPLICATIONViral “comparison” app
Compare The Meerkat
80% increase in quotes…600,000+ Facebook Fans
CPA reduced by 73%...Brand Awareness from 20% to 59%
HT http://ameliatorode.typepad.com/

CREATING SPREADABLE CONTENT
4th most viewed film on Nike Football channel
600,000+ views - more than twice the number of views as the Nike Five TV ad
“If it doesn’t spread, it’s dead” Henry Jenkins, MIT

NEW WAYS OF COLLABORATING

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

HARPER COLLINS AUTHONOMY
“A community site for writers, readers and publishers, conceived and developed by book editors at HarperCollins. We want to flush out the brightest, freshest new literature around”
http://www.authonomy.com/

NEW WAYS OF FILTERING CONTENT
http://www.twittertim.es/

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://vizlab.nytimes.com/

…AND SEE WHAT’S GOING ON, RIGHT NOW
“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.”

NEW FORMS OF STORYTELLING
The NYT is the 2nd most linked to site by bloggers
http://www.nytimes.com/packages/html/nyregion/1-in-8-million/

NEW FORMS OF STORYTELLING
Literature meets gaming

NEW WAYS TO DO CREDS
The agency without a website

ZAPPOS
Zappos is a company set up entirely around customer service
It uses Twitter for employees to communicate with customers about their shared love of footwear.
CEO Tony Hsieh uses his blog and twitter to communicate direct to customers

NEW WAYS TO SELL STUFF
Let people watch other people buy stuff
and then link it through to the store...
Zappos was sold to Amazon last year for $1.2BN
http://www.zappos.com/map/

NEW WAYS TO USE GEOLOCATION
BF Goodrich - driver communities
around maps using geo-tagged mobile tools
http://www.nationofgo.com/#/explore

AND REWARD PEOPLE…
A new kind of rewards programme using Foursquare
http://foursquare.com/businesses/

NEW WAYS TO ADD VALUE

The Gilt Group
“Luxury designers and fashion brands at prices up to 70% off retail.”
2 million members
disproportionately young and high-income
$170 million in 2 years

NEW WAYS TO INVOLVE
http://designbyme.lego.com/en-us/default.aspx

NEW WAYS TO MAKE DATA USEFUL

…AND SEE THE INTANGIBLE
“US Gross National Happiness”
“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”
http://apps.facebook.com/usa_gnh/

HAVING FUN
Almost 12 million views
2m views in less than 2 weeks

25,000 people
200K documents

CONTENT API & DATA STORE

COLLABORATIVE PLATFORMS
Voterpower.org

OPEN EXPERIMENTATION
@anywhere PROTOTYPES
users can tweet a candidate from within a politics page.
sample hovercard for a political candidate
Find out who is talking about the story on Twitter and tweet the story from within the page

FACILITATING CONVERSATION
GUARDIAN FOOTBALL FAN NETWORK

“We are edging away from the binary sterility of the debate between mainstream media and new forms which were supposed to replace us. We feel as if we are edging towards a new world in which we bring important things to the table – editing; reporting; areas of expertise; access; a title, or brand, that people trust; ethical professional standards and an extremely large community of readers.”
Alan Rusbridger
http://bit.ly/alanrusbridger

COMMUNITY & INNOVATION
OR…

IGNORE CHANGE AND CHANGE WILL IGNORE YOU

WHY IS INNOVATION IMPORTANT?
Organisations feel bombarded by change
Many are struggling to keep up
The gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006.
http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html

ACCELERATING CHANGE
ACCELERATING QUANTITY
US Patents Granted 1870 - 2005

ACCELERATING CHANGE
ACCELERATING CAPABILITY - MOORE’S LAW
The capacity of processing doubles every two years
The capabilities of many digital electronic devices are strongly linked to Moore's law

ACCELERATING CHANGE
ACCELERATING ADOPTION
Ray Kurzweil - accelerating change is a perceived increase in the rate of technological (and sometimes social and cultural) progress throughout history

THIS MEANS INNOVATION HAS NEVER BEEN SO IMPORTANT
Participation
Value creation
Doing things for/with people
Tangible value
Behavior
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
http://garethkay.typepad.com/

SO WHY DO MOST ESTABLISHED ORGANISATIONS FIND IT DIFFICULT TO INNOVATE?

CURRY’S PARADOX
4 colour coded shapes, arranged in the form of a triangle
13 squares wide, 5 squares high
But it’s possible to rearrange the shapes so that we have one blank square – how?

CURRY’S PARADOX
We see what we want to see, we make assumptions without thinking about it
Assumptions are a way of our brains helping us to be efficient

‘TOXIC ASSUMPTIONS’
The kind of assumptions that are deeply inherent and deeply unchallenged
…like the fact that there will always be a market for what you do
…and that people out there really care about the stuff you're producing

…established businesses often use existing cost base assumptions as the start point for innovating product rather than thinking how it might innovate its cost base to enable a totally new form of product…

REAL INNOVATION DOES NOT FOLLOW RULES

REAL INNOVATION IS DISRUPTIVE
“Necessity does not drive invention. Rather, new inventions come along and mess up every one's life. They would, for the most part, prefer that they went away entirely.”
Michael Rosenblum
http://rosenblumtv.wordpress.com/2007/02/24/the-ice-story/
http://www.savagechickens.com/2007/07

INNOVATION OFTEN DOESN’T MAKE SENSE
Without the benefit of a disruptive technological innovation, it is extremely difficult for any organisation to enter a market where established players are dominant
So it is increasingly about business-model innovation as well
Established companies find it difficult to innovate in this way
The majority of business-model innovations end up being introduced by newcomers to the market
Many business model innovations do not make economic sense for the business
"The issue is not discovery. The real issue is organisational, and the only advice that can prove helpful to established firms is how to overcome the organisational obstacles that hamper the implementation of new business models."

SO IN ORDER TO INNOVATE SUCCESSFULLY, WE OFTEN NEED TO CHANGE OUR THINKING

WHAT IS INNOVATION?
http://www.flickr.com/photos/fabiano/

INVENTION
INNOVATION
DIFFUSION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

INVENTION
'the creation of a new idea or process’

'arranging the economic requirements for implementing an invention’
…or the commercialisation of that idea or process
http://www.flickr.com/photos/thomashawk/

DIFFUSION
'adoption and imitation’
http://www.flickr.com/photos/airosan/

“Since around 2000, we let engineers spend 20% of their time working on whatever they want, and we trust they’ll build interesting things.
After Sept 11, one of our researchers, Krishna Bharat, would go to 10 or 15 news sites each day looking for information about the case. And he thought, why don’t I write a programme to do this?
So Krishna, who’s an expert in artificial intelligence, used a Web crawler to cluster articles. He later e-mailed it around the company.
My office mate and I got it, and we were like, ‘This isn’t just a cool little tool for Krishna. We could add more sources and build this into a great product. That’s how Google News came about. Krishna did not intend to build a product, but he accidentally gave us the idea for one.”
INSPIRATION
INVENTION
INNOVATION
Marissa Mayer, VP of Search Product and User Experience, Google

A computer-generated news site that aggregates headlines from more than 4,500 English-language news sources worldwide, groups similar stories together and displays them according to each reader's personalised interests.

THE MASTER OF INNOVATION OF IMITATION?

THE IPHONE WASN’T THE FIRST TOUCHSCREEN PHONE

THE IPOD WASN’T THE FIRST MP3 PLAYER
The first commercially released personal music player capable of handling MP3 files was the MPMan F10, manufactured by Korea's Saehan Information Systems and launched in March 1998.

ARTFUL IMITATION
Whilst it is innovation that brings new things into the world, it is often imitation that spreads them
Imitating and reinterpreting the right thing, in the right way at the right time.

THE ROLES WITHIN THE INNOVATION PROCESS
Three separate roles (might be fulfilled by a single person) in the innovation process:
The capitalist who provides the money
The inventor who creates the idea
The entrepreneur who adapts the idea, brings it to market, and commercialises it
Each role is a different task, requiring different skills.
http://www.flickr.com/photos/paopix/

WHAT IF YOUR CUSTOMERS FULFILLED ONE OR MORE OF THOSE ROLES?

MYSTARBUCKS IDEA
Customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.

DELL IDEASTORM
60,000 participants in the IdeaStormcommunity
They have contributed 12,743 ideas, posted 87,159 comments, promoted ideas 693,670 times
And of those ideas 385 have been implemented
Suggestions for changes to keyboard layouts to Dell Mini netbooks and launching products for world aids project product #Red have all come via this social avenue.
http://www.ideastorm.com/

KICKSTARTER
“It’s about creating a marketplace”

KIVA
“Kiva's mission is to connect people, through lending, for the sake of alleviating poverty. Kiva empowers individuals to lend to an entrepreneur across the globe. By combining microfinance with the internet, Kiva is creating a global community of people connected through lending”
As of November 2009, Kiva has facilitated over $100 million in loans

LOCAL MOTORS – A COMPANY STRUCTURED AROUND A COMMUNITY
Open-source, distributed car company
Community of 3,600 contributors submitted 44,000 designs
Build and sell through network of local centres
Development cycle 5 times faster than traditional car manufacturers
A process which is 100 times less capital intensive

JOHN ROGERS, CEO OF LOCAL MOTORS, ON FIXING THE AUTOMOTIVE INDUSTRY
http://neilperkin.typepad.com/only_dead_fish/2010/02/democratising-industry.html

IT’S NOT ABOUT THE TECHNOLOGY
"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/

ONE FINAL THOUGHT
Channels blur
‘Social’ is everywhere
‘Online’ becomes meaningless
As the web expands it disappears
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
http://www.flickr.com/photos/sulamith/

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

http://twitter.com/neilperkin
http://icanread.tumblr.com/post/82501725
Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/

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Neil Perkin for London in Prague

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Neil Perkin for London in Prague — Presentation Transcript