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Online Marketing:   Clay Shirky   by Monique Trottier                                      monique@boxcarmarketing.com    ...
3 Big Lessons                monique@boxcarmarketing.com                    twitter: @boxcarmarketing
It’s not the tools,it’s how we use them                      monique@boxcarmarketing.com                          twitter:...
We plan so we can measure...We measure so we can improve.                                monique@boxcarmarketing.com      ...
The Culture of the Web  means we behave differently today than pre-internet                                                ...
Online marketing is...       •   Conversation       •   Collaboration       •   Community                           moniqu...
Clay Shirkywriter, consultant and teacher on the social &   economic effects of internet technologies                      ...
Our Behaviour Is DifferentToday Than It Was Yesterday                        monique@boxcarmarketing.com                   ...
There are 4 Revolutions in          Social History•    The introduction of the printing press     (changes reading and wri...
We Are Now Living Through a 5th Revolution:The internet revolution                                              monique@bo...
Key PointsThis revolution is a combination of the 4 previousrevolutions.    •   Printing Press: The web brings us Movable ...
Freedom of the Press, Freedom of Speech & Freedom of Assembly    1. Sharing    2. Conversation    3. Collaboration    4. C...
1. Sharing•   Think of delicious.com and other social bookmarking    tools like StumbleUpon, Google Bookmarks•   Social bo...
2. Conversation• Example HDR photos: Totally lovely, difficult to  produce. In the real world, it used to take 7 years for  ...
3. Collaboration• Shirky uses the example of Aeqisub,  which is a group dedicated to  captioning Japanese anime and  bring...
4. Collective Action•   The hardest to get going.•   Shirky paraphrases William James, "thinking is for    doing." Our bra...
Shirky points out that inhighly democraticenvironments, new tools areused for entertainment.Whereas in low democraticenvir...
The Tools Have ChangedSource: Darren Barefoot                                                     monique@boxcarmarketing....
Points to Remember•   Revolutions happen, and will continue to happen•   The tools don’t change the game, our behaviour   ...
Group ExerciseIn groups of 4, you are going to use online collaboration tools to create  a page for a cookbook and share w...
Next StepsReadings• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The  Cluetrain Manifesto," http://www.clue...
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Week 2 Pub355: Clay Shirky

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Shirky talks about how the group forming activities are easier in a web 2.0 world and what that means for sharing, collaboration, conversation and collective action.

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Transcript of "Week 2 Pub355: Clay Shirky"

  1. 1. Online Marketing: Clay Shirky by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  2. 2. 3 Big Lessons monique@boxcarmarketing.com twitter: @boxcarmarketing
  3. 3. It’s not the tools,it’s how we use them monique@boxcarmarketing.com twitter: @boxcarmarketing
  4. 4. We plan so we can measure...We measure so we can improve. monique@boxcarmarketing.com twitter: @boxcarmarketing
  5. 5. The Culture of the Web means we behave differently today than pre-internet monique@boxcarmarketing.com twitter: @boxcarmarketing
  6. 6. Online marketing is... • Conversation • Collaboration • Community monique@boxcarmarketing.com twitter: @boxcarmarketing
  7. 7. Clay Shirkywriter, consultant and teacher on the social & economic effects of internet technologies monique@boxcarmarketing.com twitter: @boxcarmarketing
  8. 8. Our Behaviour Is DifferentToday Than It Was Yesterday monique@boxcarmarketing.com twitter: @boxcarmarketing
  9. 9. There are 4 Revolutions in Social History• The introduction of the printing press (changes reading and writing)• The telegraph and the telephone (changes communication)• Recorded media (changes music, records, radio)• The harnessing of broadcast media (changes how we view images + sound) monique@boxcarmarketing.com twitter: @boxcarmarketing
  10. 10. We Are Now Living Through a 5th Revolution:The internet revolution monique@boxcarmarketing.com twitter: @boxcarmarketing
  11. 11. Key PointsThis revolution is a combination of the 4 previousrevolutions. • Printing Press: The web brings us Movable Type, Wordpress, ExpressionEngine, Blogger and many other digital printing presses that allow anyone to become a publisher. • Phone: VOIP, voice over internet protocal, allows for companies like Skype to bring us telephone and teleconferencing. • Recorded Media: MP3s, RealPlayer and others brought us streaming audio, podcasts and peer-to-peer file exchange. • Broadcast Media: And the web is images, text and sound. monique@boxcarmarketing.com twitter: @boxcarmarketing
  12. 12. Freedom of the Press, Freedom of Speech & Freedom of Assembly 1. Sharing 2. Conversation 3. Collaboration 4. Collective Action monique@boxcarmarketing.com twitter: @boxcarmarketing
  13. 13. 1. Sharing• Think of delicious.com and other social bookmarking tools like StumbleUpon, Google Bookmarks• Social bookmarking is an example of how we do something for ourselves that benefits the group.• By social bookmarking, we have an easy way to see our bookmarked webpages from any computer. If we make the list publicly available, then we help others filter for good content based on the wisdom of the crowd. i.e., if more people bookmarked this article vs. that article, then I’ll check out this one first.• Tagging allows us to see the commonalities, which means tagging becomes a platform for organization. monique@boxcarmarketing.com twitter: @boxcarmarketing
  14. 14. 2. Conversation• Example HDR photos: Totally lovely, difficult to produce. In the real world, it used to take 7 years for a technique like that to move into the hands of the masses. With tools like Flickr for online photo sharing, it now takes 3 months.• Online, groups get better together.• Comment fields, like tags, are a platform for organization. Threaded conversations are communication and sharing. monique@boxcarmarketing.com Photo credit: http://www.flickr.com/photos/stuckincustoms/953669278/sizes/s/in/photostream/ twitter: @boxcarmarketing
  15. 15. 3. Collaboration• Shirky uses the example of Aeqisub, which is a group dedicated to captioning Japanese anime and bringing it to the US.• Another example of collaboration is Wikipedia, where there are 175 different language groups working to add, refine and update wikipedia. In some cases, Wikipedia is the only encyclopedia in that language.• Both are examples of individuals synching with the group. monique@boxcarmarketing.comPhoto Source: http://www.flickr.com/photos/mikeeperez/2453225976/sizes/m/in/photostream/ twitter: @boxcarmarketing
  16. 16. 4. Collective Action• The hardest to get going.• Shirky paraphrases William James, "thinking is for doing." Our brains are for deciding courses of action.• Publishing is, therefore, a course of action.• But the media publishes not for action, but for a journalistic notion of the news.• Bloggers, however, leverage attention to affect change or to reach a shared goal.• Kiva.org or the Zombie Walk would be good examples. monique@boxcarmarketing.com twitter: @boxcarmarketing
  17. 17. Shirky points out that inhighly democraticenvironments, new tools areused for entertainment.Whereas in low democraticenvironments, new tools area potent element used forcollective action. http://www.flickr.com/photos/wigwam/1460462925/sizes/l/in/photostream/ http://www.flickr.com/photos/irisheyes/5417964426/sizes/o/in/photostream/ monique@boxcarmarketing.com twitter: @boxcarmarketing
  18. 18. The Tools Have ChangedSource: Darren Barefoot monique@boxcarmarketing.comhttp://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/ twitter: @boxcarmarketing
  19. 19. Points to Remember• Revolutions happen, and will continue to happen• The tools don’t change the game, our behaviour changes the game• Understanding behaviour (or the motivating factors) of why people do certain things is more important than understanding how the tool works• Conversation, collaboration and community are the fundamentals of online marketing monique@boxcarmarketing.com twitter: @boxcarmarketing
  20. 20. Group ExerciseIn groups of 4, you are going to use online collaboration tools to create a page for a cookbook and share with me. 40 min.As a group, agree on the type of recipe (appy, main, dessert). 5 min.Assign each member of your group to a different task (or do together): 1. Find a recipe online. 10 min. 2. Create a Google doc (http://doc.google.com) (or use another collaborative document tool) and share with the group. 3.Enter the Recipe Name as the filename. 4. Write the recipe description. 10 min. 5. Search for a creative commons photo to use on Flickr.com and embed it in the Google doc. 5 min. http://www.flickr.com/search/advanced/ 6. List your group member names 7. Share with monique@boxcarmarketing.com monique@boxcarmarketing.com twitter: @boxcarmarketing
  21. 21. Next StepsReadings• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/• Kelly Mooney and Nita Rollins, Open Brand monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
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