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the writer as
 digital immigrant
 creative writing master class




patrick collings
25 August 2009
former foreign correspondent
pioneer in the south african
internet partner in sagacite
brand agency working both the
busin...
image by tim morgan
image by bernardo borghetti
the digital landscape




             image by trey ratcliff
let’s set the scene
Note: Video of Digital Mad Men
web 3.0



          web 2
             Photo by Stig Nygaard
Note: Video highlighting the growth of social media
image by jeff turner
the flow, not the contours
Note: The following slides indicate how changing applications serve similar digital needs over t...
must understand our own landscape




                                    photo by glado trouchky
1.5bn | 0.3%
 Note: South Africa’s share of global internet connectivity is .3% of 1.5 billion
51m | 10%
 Note: South Africa accounts for 10% of Africa’s connectivity
12m | 0.03%
 Note: The number of active blogs and the percentage from South Africa
340m | 0.5%
 Note: Readers of blogs and the percentage who read South African blogs
9.5% | 96%
Note: Internet connectivity in South Africa versus percentage of adults owning a cell phone
some final observations on the landscape
Photo by Trey Ratcliff




Note: Internet a combination of the big and the small
Note: Video of Faris Yakob talking about recombinant culture
photo by Oliver Wilke




crowdsourcing
smaller, more mature




                       Photo by Akbar Simonse
camera, action   Photo by Wen Zhang
as a society we are
becoming more visual
“video beats pictures beats text” - trendwatching.com 2008 report
what sort of numbers are we talking about
five billion
videos serves each month by youtube



44 percent
   of all online video consumption



in the U.S.A.
Cisco: By 2013 Video Will Be 90 Percent of All
Consumer IP Traffic and 64 Percent of Mobile
a digital lubricant
today, everyone can be a director
video clip of user generated polo “commercial”
But it is not
only the directors
who are going to
what we need to consider now are the
      communication channels and models
          available to brand managers




inc...
but not everyone
is happy with the
concept of branded
entertainment




                     Photo by Darwin Bell
what about the news media
monetize it
TV Ads
“Google is not the first company to
 confuse a large audience with an
    attractive business model”

                     ...
user generated and premium content
                     will that increasingly be the model?
stop the
Photo by Ed Schipul
                      presses
years from now, people will look at the new
media business model and say it “happened” in
         the recession of 2008 /...
Photo by Vanessa Pike-Russell




                                what started as a trickle
Miami Herald into third
                                    restructuring                New York Sun closes aft
      New...
not only in the US, and not only newspapers
those abandoning print either headed to...
Photo by Kirk
not coming back
1   the print business model was already under
    long-term threat from digital



2   great expense in returning to trad...
abandoning print saves 50% costs, but ...
online advertising
not enough to sustain
  traditional news
     operations
?
defining questions
“it is possible to charge for content”
©   that’s my copyright
photo by D Barefoot




the rise of the bloggers
America’s
Photo by Jacob Botter   newest profession
1,700,000
 Note: Number of people in US making money from blogging
452,000
Note: Number of people in US earning their primary income from blogging
100,000 = $75,000

   Note: Rule of thumb that 100,000 users translates into annual ad income of USD 75,000
$75 - $200
  Note: What people are charging for writing a blog
$45,000 - $90,000

     Note: What people are earning for blogging for a corporate
1% >$200,000
   Note: One percent of bloggers earning more than USD 200,000
journalists



                           bloggers




                                 Note: rise of bloggers, drop of jo...
is trust the new slingshot




Note: People increasingly trusting blogs rather
         than media organizations


       ...
business model changing offline, not only online
perhaps
                    the internet
                    is not such
                    a safe place
                ...
digital doesn’t just mean the web




Photo by Rienk Jan Schurer
the kindle isn’t alone
new business models are rapidly emerging
expect to see early adoption by higher eduction
what can history teach us
remember when cell phones phoned
before text messages
before they took pictures
before they recorded video
before the applications
do you remember before
?
similar path for the e-reader
subscription models
the new textbook
colour is coming
so is video
and competitors
prices are falling
new ad models are emerging
“I find it hard to believe that the
primary way of reading newspapers
10-plus years from now is going to
        be on prin...
our virtual reality
virtuality is increasingly our present and future




                                              Photo by Jerry Charlot...
we have been preparing for virtuality for some time
in our
philosophy
              Jean Baudrillard (1929 - 2007)
in our literature
          & films
our children brought
virtuality home
we trade in
currencies
that we never
actually hold
we immerse
ourselves in
the game
second life
introduced
the reality
of virtual
worlds to
many adults
video clip of sony home virtual world
video clip of sony home virtual world
virtual worlds were the next
  evolution of the internet
14!000!000




800!000




          they came
          from september 2006 to june
          2008, the number of second ...
80!000




10!000




         they played
         from september 2006 to
         february 2009, the number of
         ...
35!000!000




15!000!000




             they paid
             in the space of 42 months the
             average value...
64!000




44!600




         they profited
         in february 2009 over 64,000
         people had a positive linden d...
32 | 45
average age   % female
great virtual land rush
  philips c|net adidas mercedes
bmw dell mazda microsoft reuters
sony bmg vodafone l’oreal ibm mtv
what went wrong?
limited understanding + flawed
strategy + rushed implementation
is always going to end in tears
goes on
3
to take out
original, evolving,
crowdsourced stories
Note: Video promoting Wagner James Au’s book
virtual stories with real consequences
the rise of the avatar
some are detailed
of 26 million and counting
unique avatars and within games
Ray Winstone
John Malkovich   Anthony Hopkins   Angelina Jolie
avatars are child’s play
0                     1,5                   3,0                 4,5          6,0
webkinz                                  ...
look east...
340
m i l l i o n
accounts
virtuality is a third of transmotion



Photo by Chad Nicholson
the second
is transmedia
the third is
augmented reality
Note: Augmented reality campaign in South Africa
“One of the things our grandchildren will
           find quaintest about us is that we
    distinguish the digital from th...
Patrick Collings
patrick@sagacite.co.za
+27 (0)83 616 0967
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
The Writer As Digital Immigrant | Patrick Collings 2009
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The Writer As Digital Immigrant | Patrick Collings 2009

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This is a presentation that I gave to a creative writing class at the University of Cape Town. It is based on my digital trends presentation but expands to look at the impact on creative and commercial writing. Like all my presentations it really needs a talking head in front of the slides. I have added notes to better explain some of the slides.

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Transcript of "The Writer As Digital Immigrant | Patrick Collings 2009"

  1. 1. the writer as digital immigrant creative writing master class patrick collings 25 August 2009
  2. 2. former foreign correspondent pioneer in the south african internet partner in sagacite brand agency working both the business and creative side of branding author of the brand architect blog recipient of brand leadership award i am a digital immigrant
  3. 3. image by tim morgan
  4. 4. image by bernardo borghetti
  5. 5. the digital landscape image by trey ratcliff
  6. 6. let’s set the scene
  7. 7. Note: Video of Digital Mad Men
  8. 8. web 3.0 web 2 Photo by Stig Nygaard
  9. 9. Note: Video highlighting the growth of social media
  10. 10. image by jeff turner
  11. 11. the flow, not the contours Note: The following slides indicate how changing applications serve similar digital needs over time
  12. 12. must understand our own landscape photo by glado trouchky
  13. 13. 1.5bn | 0.3% Note: South Africa’s share of global internet connectivity is .3% of 1.5 billion
  14. 14. 51m | 10% Note: South Africa accounts for 10% of Africa’s connectivity
  15. 15. 12m | 0.03% Note: The number of active blogs and the percentage from South Africa
  16. 16. 340m | 0.5% Note: Readers of blogs and the percentage who read South African blogs
  17. 17. 9.5% | 96% Note: Internet connectivity in South Africa versus percentage of adults owning a cell phone
  18. 18. some final observations on the landscape
  19. 19. Photo by Trey Ratcliff Note: Internet a combination of the big and the small
  20. 20. Note: Video of Faris Yakob talking about recombinant culture
  21. 21. photo by Oliver Wilke crowdsourcing
  22. 22. smaller, more mature Photo by Akbar Simonse
  23. 23. camera, action Photo by Wen Zhang
  24. 24. as a society we are becoming more visual “video beats pictures beats text” - trendwatching.com 2008 report
  25. 25. what sort of numbers are we talking about
  26. 26. five billion videos serves each month by youtube 44 percent of all online video consumption in the U.S.A.
  27. 27. Cisco: By 2013 Video Will Be 90 Percent of All Consumer IP Traffic and 64 Percent of Mobile
  28. 28. a digital lubricant
  29. 29. today, everyone can be a director
  30. 30. video clip of user generated polo “commercial”
  31. 31. But it is not only the directors who are going to
  32. 32. what we need to consider now are the communication channels and models available to brand managers increasingly becoming a home to branded entertainment
  33. 33. but not everyone is happy with the concept of branded entertainment Photo by Darwin Bell
  34. 34. what about the news media
  35. 35. monetize it
  36. 36. TV Ads
  37. 37. “Google is not the first company to confuse a large audience with an attractive business model” Financial Times, 20 August 2009
  38. 38. user generated and premium content will that increasingly be the model?
  39. 39. stop the Photo by Ed Schipul presses
  40. 40. years from now, people will look at the new media business model and say it “happened” in the recession of 2008 / 2009
  41. 41. Photo by Vanessa Pike-Russell what started as a trickle
  42. 42. Miami Herald into third restructuring New York Sun closes aft New York Times Will Cut years Salaries; Washington Post to Offer Buyouts When newspapers fold Ad Declines in Mass Media US newspaper crisis deepens Seen as More Than Just Economic Christian Science Monitor abandons print edition Rocky Mountain News Folds Amid Ad Slump Hearst Plans to Slash, Sell or Shut Paper in Bay Area Hearst Shuts Down a Seattle Paper Gannett slashing dividend to preserve cash Washington Post Net Plunges Seattle Paper Advances Plans Cincinnati Post folds to Turn Into Online-Only Blender Magazine to Go Publication Online Only
  43. 43. not only in the US, and not only newspapers
  44. 44. those abandoning print either headed to...
  45. 45. Photo by Kirk
  46. 46. not coming back
  47. 47. 1 the print business model was already under long-term threat from digital 2 great expense in returning to traditional print model 3 “recessionary push” will lead to changed habits and rituals
  48. 48. abandoning print saves 50% costs, but ...
  49. 49. online advertising not enough to sustain traditional news operations
  50. 50. ? defining questions
  51. 51. “it is possible to charge for content”
  52. 52. © that’s my copyright
  53. 53. photo by D Barefoot the rise of the bloggers
  54. 54. America’s Photo by Jacob Botter newest profession
  55. 55. 1,700,000 Note: Number of people in US making money from blogging
  56. 56. 452,000 Note: Number of people in US earning their primary income from blogging
  57. 57. 100,000 = $75,000 Note: Rule of thumb that 100,000 users translates into annual ad income of USD 75,000
  58. 58. $75 - $200 Note: What people are charging for writing a blog
  59. 59. $45,000 - $90,000 Note: What people are earning for blogging for a corporate
  60. 60. 1% >$200,000 Note: One percent of bloggers earning more than USD 200,000
  61. 61. journalists bloggers Note: rise of bloggers, drop of journalists in Washington photo by matthew bradley
  62. 62. is trust the new slingshot Note: People increasingly trusting blogs rather than media organizations photo by Jennifer Hayes
  63. 63. business model changing offline, not only online
  64. 64. perhaps the internet is not such a safe place for traditional print media escaping the photo by Kyriakos recession
  65. 65. digital doesn’t just mean the web Photo by Rienk Jan Schurer
  66. 66. the kindle isn’t alone
  67. 67. new business models are rapidly emerging
  68. 68. expect to see early adoption by higher eduction
  69. 69. what can history teach us
  70. 70. remember when cell phones phoned
  71. 71. before text messages
  72. 72. before they took pictures
  73. 73. before they recorded video
  74. 74. before the applications
  75. 75. do you remember before
  76. 76. ? similar path for the e-reader
  77. 77. subscription models
  78. 78. the new textbook
  79. 79. colour is coming
  80. 80. so is video
  81. 81. and competitors
  82. 82. prices are falling
  83. 83. new ad models are emerging
  84. 84. “I find it hard to believe that the primary way of reading newspapers 10-plus years from now is going to be on printed paper.”
  85. 85. our virtual reality
  86. 86. virtuality is increasingly our present and future Photo by Jerry Charlotte Miller
  87. 87. we have been preparing for virtuality for some time
  88. 88. in our philosophy Jean Baudrillard (1929 - 2007)
  89. 89. in our literature & films
  90. 90. our children brought virtuality home
  91. 91. we trade in currencies that we never actually hold
  92. 92. we immerse ourselves in the game
  93. 93. second life introduced the reality of virtual worlds to many adults
  94. 94. video clip of sony home virtual world
  95. 95. video clip of sony home virtual world
  96. 96. virtual worlds were the next evolution of the internet
  97. 97. 14!000!000 800!000 they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
  98. 98. 80!000 10!000 they played from september 2006 to february 2009, the number of simultaneous second life users grew from 10,000 to 80,000
  99. 99. 35!000!000 15!000!000 they paid in the space of 42 months the average value of transactions per month on second life went from $15m to nearly $35m
  100. 100. 64!000 44!600 they profited in february 2009 over 64,000 people had a positive linden dollar flow, up from 44,600 in september 2007
  101. 101. 32 | 45 average age % female
  102. 102. great virtual land rush philips c|net adidas mercedes bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv
  103. 103. what went wrong?
  104. 104. limited understanding + flawed strategy + rushed implementation is always going to end in tears
  105. 105. goes on
  106. 106. 3 to take out
  107. 107. original, evolving, crowdsourced stories
  108. 108. Note: Video promoting Wagner James Au’s book
  109. 109. virtual stories with real consequences
  110. 110. the rise of the avatar
  111. 111. some are detailed
  112. 112. of 26 million and counting
  113. 113. unique avatars and within games
  114. 114. Ray Winstone
  115. 115. John Malkovich Anthony Hopkins Angelina Jolie
  116. 116. avatars are child’s play
  117. 117. 0 1,5 3,0 4,5 6,0 webkinz 6,0 clubpenguin 4,7 zwinky 4,4 neopets 3,6 imvu 2,4 barbiegirls 1,8 gaia 1,3 0,6 habbo 0,6 redlightcenter kaneva 0,6 second life 0,5 unique US visitors in Sept 07, in millions
  118. 118. look east...
  119. 119. 340 m i l l i o n accounts
  120. 120. virtuality is a third of transmotion Photo by Chad Nicholson
  121. 121. the second is transmedia
  122. 122. the third is augmented reality
  123. 123. Note: Augmented reality campaign in South Africa
  124. 124. “One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable” William Gibson
  125. 125. Patrick Collings patrick@sagacite.co.za +27 (0)83 616 0967
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