PARTICIPATORY CULTURE
- A CRASH COURSE

Christia
n Schwa
rz Laus
ten
88
J uggling since 19
Blogged since 2004 Former knowledge Co-founder
director and partner

HELPING OUR CLIENTS NAVIGATE
DIGITAL TECHNOLOGIES
AND NEW MEDIA

METAPHORS TO REALISE
“The challenge facing modern managers is to become
accomplished in the art of using metaphor to find new
ways of seeing, understanding, and shaping their actions.”
- Gareth Morgan

CONTROL UNIFORMITY OBSERVATION
MONOLOGUE INFORMATION HIERARCHY

ONE SIZE FITS ALL
”Any customer can have car
”Any customer can have the car
painted any colour that he wants
painted any colour that he wants
as long as it’s black.” it’s black.”
as long as
- Henry Ford - Henry Ford

MASS COMMUNICATION

FLEXIBILITY OPENNESS PARTICIPATION
DIALOGUE DIVERSITY INTERACTION

FROM STANDARDIZATION
TO CUSTOMIZATION

FROM TRANSACTION
TO CONTINUAL EXCHANGE

FROM AUDIENCES
TO PARTICIPANTS

FROM MESSAGE
TO DIALOGUE

FROM INFLUENCE
TO RELATIONSHIP

“Consumers are beginning in a very real sense
to own our brands and participate in their
creation… We need to learn to begin to let go.”
- A. G. Lafley, CEO and Chairman of P&G

WHY NOW?

Crucial
social platforms

Blogging
Micro
Social Blogging
Networking
RSS
Chat
Rooms
Crucial
social platforms
Widgets
Map
services
Photo-
sharing
Podcasts
Video-
sharing

HELP YOUR CUSTOMERS
PARTICIPATE & CO-CREATE

“Metaphors may create realities for us, especially
social relations. A metaphor may thus be the
guide for future actions.”
- George Lakoff & Mark Johnson

HOWEVER...
”Any customer can have car painted any colour that he wants as long as
“People who speak in metaphors
should shampoo my crotch.”
it’s black.”
- Jack Nicholson
- Henry Ford

THANKS!
mail: christian@seismonaut.com
twitter: @unwiredchris
web: www.seismonaut.com