http://edu.blogs.com/edublogs/2008/03/social-media-an.html When you're designing a new piece of kit, a platform for the web or a nifty widget for Bebo, it's vital that you have an audience in mind, an understanding of what might be possible, and the ability to change your plans frequently without sacrificing the integrity of your project. That was the main message at my lecture to the BScs and BEngs at Napier University, Edinburgh, today.

1. ENTERPRISE THE
AMBIENT INTIMACY, AND
2.0,
GLOBAL MICROBRAND
EWAN MCINTOSH
NATIONAL ADVISER: LEARNING & TECH FUTURES
BLOG SITE
EDU.BLOGS.COM WWW.LTSCOTLAND.ORG.UK

3. Why are the ‘users’ different
Looking around us: the main shifts
Projects which wouldn’t have existed
Investigating participation culture
A look at different social spaces
The engineer’s biggest challenge
An alternative job for the future

4. What is at the heart of
social computing?

5. From ‘audience’ to community

6. 90% 15-25 year olds have visited
their socal network in the past month

9. The “Bebo Boomers”

10. 113m
blogs tracked by Technorati.com

11. 2 /sec
new blogs every second

12. 17.5
new blog posts every second

13. 3rd
biggest country in the world: MySpace

14. From the printing press...

15. to the one-click web

16. PhDs: Dissertation or YouTube?

22. The Facebook Pub

23. Asia
Abundance
Automation
Daniel Pink: A Whole New Mind

24. China will become No. 1 English-speaking country in the world
China’s 5% highest IQs is more than the entire UK population
China has more Gifted and Talented students than we have students

25. 1 in 4 of today’s workers have been employed with their company less than one year
1 in 2 less than five years
Top 10 jobs in 208, did not exist in 2004. Workplaces are changing. Schools are changing.

26. 29
jobs in today’s teens’ lives

27. Asia
Abundance
Automation
Daniel Pink: A Whole New Mind

30. Mobile: 2.5 billion mobile phone users (versus 1.1 b internet users) | 59% in developing countries |
500m new mobile phone users | 25% in China and India |
43% of South Koreans access mobile broadband internet every month | 436,000 discarded in USA every day

31. Asia
Abundance
Automation
Daniel Pink: A Whole New Mind

32. Persistence
- everything (-one)
Searchability
- ‘everything is miscellaneous’
Replicability
- we encourage copy and paste
- technically easy (JumpCut); legally allowed (CC)
Invisible audiences
- friends and contacts

33. MFLE
PROJECT
NEW COMMUNITIES, CONTENT, DELIVERY
DATE CLIENT
2005 SCOTTISH CILT AND LTS

34. EDUBUZZ
PROJECT
HELPING PEOPLE HELP EACH OTHER, NO CONTENT
DATE CLIENT
2006 EAST LOTHIAN COUNCIL

35. 20
The approximate number of teachers and managers
sharing their ideas, experiences and resources online
2005-6

36. An adoption
strategy for
social media

37. “Thin-slicing” ‘Blink’, Malcolm Gladwell

38. Room for serendipity?
Overplanning Are you allowed and able to fail?

39. Fear: The Bass Player’s Blog
What can I learn from this thing?
always loathing?

40. Five point strategy
•Identify key user groups

41. Five point strategy
•Identify key user groups
•Identify and understand
your key users &
influencers

42. Five point strategy
•Identify key user groups
•Identify and understand
your key users &
influencers
•Let key users evangelise

43. Five point strategy
•Identify key user groups
•Identify and understand
your key users &
influencers
•Let key users evangelise
•Turn evangelists into
trainers

44. Five point strategy
•Identify key user groups
•Identify and understand
your key users &
influencers
•Let key users evangelise
•Turn evangelists into
trainers
•Support bottom-up and
emergent behaviours
(F2F is still vital)

45. Behaviours
•Lead by example
•Lead by reminding
•Provide adequate support
•Lead by mandate
•Personal and school
benefits compliment each
other

46. 20
The approximate number of teachers and managers
sharing their ideas, experiences and resources online
2005-6

47. 350
The approximate number of teachers and managers
sharing their ideas, experiences and resources online
2006-7

48. 1300
The approximate total number of students, teachers and
managers sharing their ideas, experiences and resources
on the Local Authority community
2006-7

49. 1,300,000
page views per month, countless subscribers

50. Story writing Music
Sculpture
production
Digital Video
Podcasting
Film making
Animation& Storyboards
Photostories Desktop Publishing
Classroom display

51. CONNECTED LIVE
PROJECT
TRANSPARENCY, CONTINUAL IMPROVEMENT
DATE CLIENT
2007 LEARNING AND TEACHING SCOTLAND

52. Participation
culture

53. Your public and private
face(s)
Your teachers
Your colleagues
Your students
Your parents
Your politicians

54. Identity 2.0
Your teachers
Your colleagues
Your students
Your parents
Your politicians

55. ILoveBees
Alternate Reality Games

56. World Without Oil
Alternate Reality Game

57. SETI@Home
Volunteer computing

58. LHC@Home
Volunteer computing

59. Africa@Home
Volunteer computing

60. Participation
culture

61. Storytelling

78. More creative outputs

79. WHERE DOES
PARTICIPATION CULTURE
LIVE?
EWAN MCINTOSH
BLOG SITE
EDU.BLOGS.COM WWW.LTSCOTLAND.ORG.UK

80. Secret Spaces
Mobile, SMS, IM

81. Mobile: 2.5 billion mobile phone users (versus 1.1 b internet users) | 59% in developing countries |
500m new mobile phone users | 25% in China and India |
43% of South Koreans access mobile broadband internet every month | 436,000 discarded in USA every day

82. Ambient intimacy
Continual partial friendship.
Dave Weinberger
It’s not about being poked or prodded.
It’s about exposing more surface area
for others to connect with.
Johnnie Moore.

83. Secret Spaces
Mobile, SMS, IM

84. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc

85. Who’s your
‘friend’

86. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc

87. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, etc

88. How do
engineers
communicate?

89. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, etc

90. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, etc
Performing Spaces
Second Life, World of Warcraft, Home, etc

91. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
Participation Spaces
Marches, Meetings, Markets, Events etc

92. Secret Spaces
Mobile, SMS, IM
Group Spaces
Bebo, Facebook, Tagged, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
Participation Spaces
Marches, Meetings, Markets, Events etc
Watching Spaces
Television, Gigs, Theatre, etc

93. Participation
culture

94. Pro
am

95. Pre-conceived
ideas
We want a Wikipedia
Facebook
Bebo for the organisation

96. One participant initially
struggled with the longer...
challenge but eventually grew
to enjoy it as they felt it
challenged their weakness
and rewarded them when
they saw an improvement.
Bournemouth University TechDIS project report, October 2006

97. [It’s] my favourite [task]
because it offers
the biggest challenge
Participating in a group
together helped to
forge friendships
Bournemouth University TechDIS project report, October 2006

99. Literacy & Numeracy Dr Kawashima’s Brain Training

100. 71%
of gamers are married

101. 66%
of gamers have kids

102. Meatball
Sundae

103. Final product
≠
Process

104. We are 12 billion light-years
from the edge,
That's a guess,
No one can ever say it's true,
But I know that I will always be
with you.

105. We are 13.7 billion light-years
from the edge of the observable
universe,
That's a good estimate with
well-defined error bars,
And with the available information,
I predict that
I will always be with you

106. Final product
≠
Process

107. Two examples of
permission
process
participation

109. DEVELOPING YOUR OWN
GLOBAL MICROBRAND
EWAN MCINTOSH,
AFTER THE WORK OF HUGH MACLEOD
BLOG SITE
EDU.BLOGS.COM WWW.LTSCOTLAND.ORG.UK

110. Global Microbrand
• Be grateful
• Be humble, it’s not me-mail
• Be patient:
nurture luck when it comes along
• Be brave, know your stuff
• Show respect, enchant users
• Be generous, give it away

111. Ewan McIntosh
b: edu.blogs.com
w: www.LTScotland.org.uk/Connected