David Cushman - #smib10 presentation

Using + social media = fail Participation reveals real ROI for everyone involved David Cushman Ninety10group.com Twitter: @davidcushman FasterFuture.blogspot.com

The future isn’t digital

What’s the next tool?

Don’t need to worry about that
Worry less about what the tech is
Understand what people are doing, with each other, with the tech

The future is self-organised
The social technologies we now have bring people together; people who care about the same things
They find each other, they create their own content, they distribute it to each other

Wiki-fixing the world
They aren’t sitting around waiting to be told what to do.
They are getting on with wikifixing the world, niche by niche.

Social + Media = change

No social without media
The media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets.
It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers).
We distribute: through peer-to-peer pass on.
We do it all in networks rather than channels,
Real-time rather than their time
Many-to-many rather than one-to-many.

It’s Media, Jim, but not as we know it
This is where any and everyone:
Creates the content
Distributes the content
Controls their own user experience.
Where the user (not your website) is the destination now

You can’t buy space in their conversations
...or target all the niches they form

May 24, 2010 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience

May 24, 2010 THE STAGE But in (social) networks the broadcast message doesn’t arrive

May 24, 2010 They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused

May 24, 2010
They share messages among
their groups.
They adapt them to suit their groups
They make the message theirs
We share what we think is cool with people who (we think) will think its cool , too

May 24, 2010
The groups are not fixed (adhoc).
The message spreads when the
groups reform around a new purpose
Users select what they think is cool (has utility) to take with them on their journey

May 24, 2010 Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage

May 24, 2010 And so it continues; the message evolving to survive. Or it dies out We share what we think is cool. That which we co-create, we embrace

May 24, 2010 They aren’t your groups they are theirs They aren’t your messages they are theirs Communication is not done to them, it is done by them

But where’s the value?
It isn’t in the fact that comms happen

It is in what happens as a result of those comms

It is in what happens as a result of those comms
It is in what people are doing together with ‘the tech’.

The real ROI is wiki-fixing the world
The value of the comms is in what all our expressions of meta-data lead to:
New, fast, user-centric, efficiencies through group-forming.
Our media-like activity brings us together with people seeking to solve the same problem or improve the same experience that matters to us.
This is where the efficiencies happen. Niche by niche.

A small example
A social technology (Twitter) is created (social)
I (social) tweet a complaint about a brand (media)
A person (social) representing the brand uses social tech to listen (social)
The person (social) contacts me (media)
We engage in conversation (media)
My problem is resolved (social)
The person representing the brand (social) discovers a way to improve their current system - making it more efficient for all (social)
I (social) tweet to say how pleased I am with outcome (media)
I (social) recommend the brand rep to my peers (social)

Twitter
Facebook apps
The iPhone app shop
Wikipedia (of course)
Other examples

But it’s not just in the valley...

Making a dog’s dinner out of social media... Del Monte's participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food. They made a dog's dinner of it - in six weeks. (May 09)

Barking up the right tree

It’s a fitness landscape out there...
Only the best adapted survive

More pegs, more round, more often

Throw away your hammers; open your doors

Broken business
Inspired by Clay Shirky:
‘ A screen that ships without a mouse, ships broken’)
Media that publishes without a comment box, publishes broken Publishing without being open to contribution, is the wrong model for the networked world:

Your opinion counts for zip
Extraordinary attitude says:
There, I'm done.
That's all you need to know.
All your questions have been answered - because I say so.
This is as good as it gets.
Me producer, you consumer.
Me expert, you little man/woman.
Nothing to be challenged here. Move along
Your opinion counts for zip

'A business that operates without a comment box, operates broken'

Open for business
A business that fails to open to the riches of feedback loops, real-time co-creation and wikifixing of the power of the network is a business at risk of being defeated by those that are.
Next to those from the self-organised future, it is broken.
'A business that operates without a comment box, operates broken'

Landroverowner
Crowd sourced QA
Made something they wanted
Made something they defended
Made something they marketed
flickr.com/photos/indigoprime

Listen and learn
@BTCare
Government Services:
Policy creation, real-time needs analysis AND delivery
Etc etc etc…

What the money is waiting to follow
500m on Facebook; 106m on Twitter - but where’s the business model?
The emerging value of social tech is not in the real-estate, tools or the comms – it is in efficiencies they offer by bringing people together

Social + Media = direct ROI
Adapting business to the networked world shows direct return on investment
It streamlines businesses, creates new orders of efficiency in everything from product development, to marketing, to recruitment, to you name it...
It delivers business models (and businesses) adapted to the networked world.
That enables businesses to thrive in a rapidly transforming world.

Remember
It ain’t social+media if it doesn’t change your business

I don’t have all the answers
The people who can make the biggest difference to your company or organisation don’t work for it.
Adapting to the network means that they can

David Cushman
Managing Director
Ninety10group.com
[email_address]
Call or text +44 (0)7736 353590
FasterFuture.blogspot.com
twitter.com/davidcushman
May 24, 2010

All images
All images in this presentation are available under a creative commons licence on Flickr.com

David Cushman - #smib10 presentation

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