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The New Environment for Advocates & NGOs

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Director Lee Rainie presented 10 fresh realities of the digital age to journalists, government officials, and leaders of non-governmental organizations from 33 countries.

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The New Environment for Advocates & NGOs

  1. 1. The New Environment for Advocates & NGOs 10 fresh realities of the digital age State Department Visitors Program January 17, 2012 Lee Rainie: Director, Pew Internet Project Email: [email_address] Twitter: @Lrainie
  2. 2. Digital Revolution 1 Internet (83%) and Broadband at home (67%) 71% 67%
  3. 3. Digital Revolution 2 Social networking – 50% of all adults % of internet users
  4. 4. Digital Revolution 3 Mobile – 84% 327.6 million Total U.S. population: 315.5 million 2011
  5. 5. Mobile internet connectors – 63% adults
  6. 6. 35% own “smartphones”
  7. 7. New Reality 1) The world is full of networked individuals using networked information Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
  8. 8. New Reality 2) Giant changes in civic culture and mediasphere have created new opportunities for NGOs and activists
  9. 9. New reality 2) Corollary <ul><li>New civic actors are emerging with social media </li></ul>
  10. 10. New reality 2) Corollary <ul><li>Do-it-yourself/hacker ethic of networked individuals can be tapped to fill gaps </li></ul>
  11. 11. New Reality 3) The is no high-tech secret sauce for effective message making
  12. 12. New Reality 3) Corollaries <ul><li>Credibility is assessed through multiple filters </li></ul><ul><ul><li>Trusted information sources (including search engines) </li></ul></ul><ul><ul><li>Personal beliefs/experiences </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Aggressive fact checking </li></ul></ul><ul><li>Yes, bad information hangs around, but it can be attacked in several ways </li></ul><ul><ul><li>Recanting </li></ul></ul><ul><ul><li>Better information, especially from multiple sources </li></ul></ul>
  13. 13. New Reality 4) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1 apps
  14. 14. New Reality 5) There are stages of engagement with audiences and each has a different weight http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
  15. 15. New reality 5) Corollaries <ul><li>The social media space is a “fifth estate” with a different civic sensibility </li></ul><ul><li>Facebook is different from Twitter </li></ul><ul><li>Social media users are semi-elite, they do not represent everybody </li></ul><ul><li>Lurkers matter as an audience that is watching and assessing </li></ul>
  16. 16. New Reality 6) Influence is migrating from organizations to networks and new “experts” <ul><li>Traditional experts with new platforms, esp. blogs </li></ul><ul><li>Amateur experts who are avid contributors – sometimes with tribes </li></ul><ul><li>New algorithmic authorities </li></ul>
  17. 17. New Reality 6) Corollaries <ul><li>Social networks are more influential and are differently segmented and layered </li></ul>Sentries
  18. 18. New Reality 6) Corollaries Evaluators Social networks are more influential and are differently segmented and layered
  19. 19. New Reality 6) Corollaries <ul><li>Social networks are more influential and are differently segmented and layered </li></ul>Audience
  20. 20. New Reality 7) The flow of news has changed – and so have people’s attention zones <ul><li>Continuous partial attention to media streams </li></ul><ul><li>Immersion in deep dives </li></ul><ul><li>Info-snacking in free moments </li></ul>
  21. 21. New Reality 8) All organizations are under more scrutiny and transparency is a new marker of trust <ul><li>Surveillance – powerful watch the ordinary </li></ul><ul><li>Sousveillance – ordinary watch powerful </li></ul><ul><li>Coveillance – peers stalk peers </li></ul>
  22. 22. New Reality 9) The age of big data is upon us – and will give new power to analytics
  23. 23. New Reality 10) Critical uncertainties remain <ul><li>The architecture itself </li></ul><ul><li>Information policies </li></ul><ul><li>Social norms and attitudes </li></ul>
  24. 24. Thank you!

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