Engaging a participatory culture


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Presented at Accenture South Africa
CRM Executive Summit, 8 July 2009, Johannesburg

What does the emerging participatory culture - in which people produce, share and consume content - mean for a developing country like South Africa? I share my technology experiences from the education, e-government and developmental sectors and offer suggestions for engaging low-income markets through participatory media.

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Engaging a participatory culture

  1. 1. Engaging a participatory culture Steve Vosloo Fellow, 21st century learning Presented at Accenture CRM conference Johannesburg, 8 July 2009
  2. 2. a presentation about participatory culture South Africa what it means for business
  3. 3. Web 2.0 ... an “architecture of participation” (O'Reilly, 2005)
  4. 4. Participatory culture:  creating and sharing one's creation  members believe their contributions matter  blogs, podcasts, games, videos, fan fiction (Jenkins et al., 2006)
  5. 5. are we a participatory culture?
  6. 6. but it's different ...
  7. 7. it's mobile
  8. 8. Jonathon Donner “there's no better place in (2009) the world to understand the future of mobile internet than SA”
  9. 9. contributions (not only creations)
  10. 10. involvement: light and lo-tech
  11. 11. “SMS can be used to topple governments and tip elections” (Rheingold, 2005)
  12. 12. “We are witnessing a first hand account of an emergent social revolution” (Kramer, 2009)
  13. 13. connectedness: small and lo-tech
  14. 14. conversation: light and lo-tech
  15. 15. dr.math: what grade are you in? what are you covering in math? Spark plug: 7 dr.math: grade 7? Spark plug: yes dr.math: are u doing "pre algebra" stuff like What is the value of x if x + 3 = 10? Spark plug: yes dr.math: ok, so what is the value of x if x + 3 = 10? Spark plug: 7 dr.math: ok. how about (15 x 2 ) + x = 35 Spark plug: 5 dr.math: I am going to use * for multiply so not to confuse it with x, ok? Spark plug: ok dr.math: (2 * x) + 8 = 18 Spark plug: 5 dr.math: very good. can u explain to me how u figured that out? Spark plug: 18 - 8 is 10 so 2* what is 10 and the answer is 5 dr.math: excellent.
  16. 16. so why participatory? inclusion ownership empowerment people expect it more innovation lower costs connectedness
  17. 17. people expect it age of the prosumer: “teens and young adults consider themselves more than just consumers and they want their chance to produce content and involve themselves in the brand more than ever before” (Generation Next, 2009)
  18. 18. people expect it Idols 2007 17,960,686 votes 75% from MXit
  19. 19. more innovation engaging “users” crowd-sourcing design
  20. 20. more innovation “the street will always innovate in ways that we can't plan for” Jan Chipchase (2007) developing countries provide real needs-based innovation
  21. 21. more innovation “citizens are the biggest underutilized resource in service innovation and delivery” Prof Matti Hämäläinen (2009)
  22. 22. more innovation Google Wave IBM Proctor & Gamble
  23. 23. lower costs more self-service models (like banking) customers provide information to you
  24. 24. greater connectedness between you and your customers between your customers they will talk about you – are you listening and engaging?
  25. 25. “The barriers to self-organisation have collapsed” (Shirky, 2008)
  26. 26. enabling participation is cheaper easier faster more visible about more people
  27. 27. conclusion SA is a participatory culture engage your customers through enabling their participation not for “feel good” reasons they expect it & want it it's good for business
  28. 28. Thank you Email steve.vosloo@shuttleworthfoundation.org Twitter www.twitter.com/stevevosloo Blog innovatingeducation.wordpress.com Slides www.slideshare.net/stevevosloo www.shuttleworthfoundation.org