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Putting Community at the Core of Innovation in New Media


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Putting Community at the Core of Innovation in New Media

  1. 1. Putting Community at the Core of Innovation in New Media by Evgeny Morozov Director of New Media, Transitions Online July 25, 2007
  2. 2. Outline <ul><li>Wisdom of crowds </li></ul><ul><li>Social ways of being </li></ul><ul><li>Emergence of social media </li></ul><ul><li>How can communities help innovate? </li></ul><ul><li>Challenges for media organizations </li></ul>
  3. 3. 1841 <ul><li>&quot;Men, it has been well said, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, and one by one!&quot; </li></ul><ul><li>Charles Mackay, 184 1 </li></ul>
  4. 4. Nowadays ... <ul><li>“ Why the Many Are Smarter than the Few” (2004)‏ </li></ul><ul><li>“ Wise crowds&quot; need </li></ul><ul><li>(1) diversity of opinion </li></ul><ul><li>(2) independence of members from one another </li></ul><ul><li>(3) decentralization </li></ul><ul><li>(4) a good method for aggregating opinions </li></ul>
  5. 5. Paradox? As technology is getting smarter, human interaction is playing an increasingly important role
  6. 7. Group think or individuality? Arguably, we have never been more autonomous and independent than now BUT The realm of the social Web also makes us more aware of others = better filtering/production of ideas ?
  7. 17. Ambient Intimacy Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible. Flickr lets me see what friends are eating for lunch, how they’ve redecorated their bedroom, their latest haircut. Twitter tells me when they’re hungry, what technology is currently frustrating them, who they’re having drinks with tonight Lisa Reichelt/
  8. 18. All those new social dimensions change the group dynamics completely
  9. 19. Reflection is social
  10. 20. => Emergence of peer-to-peer economy
  11. 23. Individual still the primary figure <ul><li>But individual outputs are still more effective than community outputs </li></ul><ul><li>Community just adds value at different stages (pre and post-production)‏ </li></ul>
  12. 24. But connections matter!
  13. 29. Digital Natives won't see any distinction between old and new media
  14. 30. Old vs New
  15. 31. Old+New=Social Media
  16. 32. Nature of the community dynamics—nobody understands
  17. 33. Works in practice, but in theory?!
  18. 34. “ Sharing” or “peer-to-peer” economy requires new metrics
  19. 35. Yet all media organizations would need to devise those metrics sooner or later; new media is a good place to look at
  20. 36. How communities can help innovate I. Community can help build new products II. Community can help change old products III. Community can help adjust strategy
  21. 37. Building New Products 1. Community designs, community decides 2. Community creates, you package 3. Give away code, communities emerge
  22. 38. 1. Community designs, community decides
  23. 39. Threadless
  24. 41. Open Source Footwear
  25. 42. Cambrian House
  26. 44. 2. Community creates, you package
  27. 45. News To Me
  28. 47. uReport
  29. 48. CNN/YouTube
  30. 49. ohmynews/other citjourn sites
  31. 51. 3. Give away code, communities emerge
  32. 52. Google API
  33. 53. Chicago Crime
  34. 54. Mappy Hour
  35. 55. WeFi
  36. 56. Tunisian Prison Map
  37. 57. Google Earth/Deforestation
  38. 58. Google Earth Outreach
  39. 59. After discovering WeFi...?
  40. 60. Communities Change the Product
  41. 63. Who are the lead users? “ Lead users are users of a product that currently experience needs still unknown to the public and who also benefit greatly if they obtain a solution to these needs” “ .... products are developed to meet the widest possible need; when individual users face problems that the majority of consumers do not, they have no choice but to develop their own modifications to existing products, or entirely new products, to solve their issues”
  42. 64. FeVote
  43. 70. Snakes on a Plane: didn't work
  44. 71. Radio Open Source
  45. 72. Rough Cuts
  46. 73. Rough Cuts
  47. 74. Rough Cuts cont
  48. 75. How communities can change strategies?
  49. 76. Prediction Markets
  50. 85. Digg: the number
  51. 86. Subvert and Profit
  52. 88. Bug Blog Comments
  53. 89. Some challenges for news organizations
  54. 90. 1. How to make community innovation granular? <ul><li>Making every comma count </li></ul><ul><li>Innovate by a click/idle capacity </li></ul><ul><li>Fact-checking/UGC—something to think about </li></ul>
  55. 91. 2. How to build a perfect community with lively interaction? <ul><li>Periphery vs core </li></ul><ul><li>% of Wikipedia editors editing most of the articles/same with Digg </li></ul><ul><li>Forming a proactive core is crucial </li></ul>
  56. 93. 2. How to identify/empower lead users? <ul><li>Karma systems </li></ul><ul><li>Virtual currencies </li></ul><ul><li>How to break users into demographic groups? </li></ul>
  57. 95. The Right Demographics?
  58. 96. 3. How to mobilize a formed community/for what cause? <ul><li>Finding an anchor activity </li></ul><ul><li>TechDirt Insight </li></ul><ul><li>Economist Red Stripe </li></ul><ul><li>AZ/ </li></ul>
  59. 97. TechDirt Insight Community
  60. 99.
  61. 100. But remember: it doesn't work for everything!
  62. 102. Email: