Naf271108

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Naf271108

  1. 1. 27th November 2008 HANNAH RUDMAN From push… to pull: personalisation, participation, co- production and porosity! www.slideshare.net/hanrudman RUDMAN Hannah@hannahrudman.com CONSULTING
  2. 2. National Office of Statistics reports… 57% homes have internet access - c.85% connections broadband c.95% population have mobile phone RUDMAN Hannah@hannahrudman.com CONSULTING
  3. 3. Diminishing digital divide? • Connectivity and kit – 87.6% UK homes have digital TVs – 300m smartphones in the world, – Nokia making an entry level handset, – Malawi building IT infrastructure for smartphones not PC – 4bn mobile users in 12mths – 10% global population on broadband in 12 mths RUDMAN Hannah@hannahrudman.com CONSULTING
  4. 4. It’s not about the technology • Convergence – In a few years time, mobile devices will hold 10TB data (10,000 GB) RUDMAN Hannah@hannahrudman.com CONSULTING
  5. 5. From push to pull • Business is changing – Networked, distributed RUDMAN Hannah@hannahrudman.com CONSULTING
  6. 6. From push to pull: Media • Time shifted content RUDMAN Hannah@hannahrudman.com CONSULTING
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  16. 16. National Theatre: new models of bringing together art & audiences “Technology is in the right place now. The software design is there, more and more people have broadband with moving pictures and delivery is free.” “It's more enjoyable to be in the swim than chasing the wave”. Nick Starr,Chief Exec. RUDMAN Hannah@hannahrudman.com CONSULTING
  17. 17. People want to do more than attend • Personalise • Participate • Co-produce • Create meaning – Alan Brown’s latest research: WolfBrown This affects: – Business models – Organisations’ operations – Artistic practice RUDMAN Hannah@hannahrudman.com CONSULTING
  18. 18. “We-think” “We-Think: the power of mass creativity is about what the rise of the likes of Wikipedia and Youtube, Linux and Craigslist means for the way we organise ourselves, not just in digital businesses but in schools and hospitals, cities and mainstream corporations. My argument is that these new forms of mass, creative collaboration announce the arrival of a society in which participation will be the key organising idea rather than consumption and work. People want to be players not just spectators, part of the action, not on the sidelines.” Charles Leadbeater, thinker and author. www.wethinkthebook.net RUDMAN Hannah@hannahrudman.com CONSULTING
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  22. 22. A change in how art is created quot;The newest digital technologies are returning us to the most ancient form of media - one in which a natural order is restored; our individual stories and ideas take center stage, with the rest of the world as a backdrop”. June Cohen, (TED) conference director RUDMAN Hannah@hannahrudman.com CONSULTING
  23. 23. Some co-production RUDMAN Hannah@hannahrudman.com CONSULTING
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  27. 27. Status Stories RUDMAN Hannah@hannahrudman.com CONSULTING
  28. 28. Status Stories • Conversation starters RUDMAN Hannah@hannahrudman.com CONSULTING
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  33. 33. Status Stories: story caching RUDMAN Hannah@hannahrudman.com CONSULTING
  34. 34. Why Social Networks? RUDMAN Hannah@hannahrudman.com CONSULTING
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  36. 36. Survival Features! • Participation ✔ • Personalisation ✔ • Co-production ✔ • Porosity RUDMAN Hannah@hannahrudman.com CONSULTING
  37. 37. Change of mindset RUDMAN Hannah@hannahrudman.com CONSULTING
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  41. 41. A change in organisational structure • Cornerhouse “…arts organisations must do more to help one another. Arts organisations learn too little from one another. Peer-to-peer support, mutual problem solving and networking to share resources is rare”. Charles Leadbeater “Arts Organisations in the 21st Century 10 Challenges” RUDMAN Hannah@hannahrudman.com CONSULTING
  42. 42. Piracy - a new business model? Paul Coelho: “I found a pirated Russian translation of The Alchemist - and we were selling 1,000 copies a year in Russia, that’s not very impressive - so I said OK, lets put the pirate edition online for people to download. In 2001 it sold 10,000 copies and everyone was puzzled and the the next year we went to over 100,000. It was, believe it or not, the free-for-download book. People downloaded it, started reading it, liked it, and bought it… in the third year, we had over 1m copies, now we’re over 10m copies in Russia. Publishers have a tendency to try and protect the content. It’s a lost battle.” RUDMAN Hannah@hannahrudman.com CONSULTING
  43. 43. Trust vs. Control? Piracy vs. obscurity? RUDMAN Hannah@hannahrudman.com CONSULTING
  44. 44. Attention, not content, is money RUDMAN Hannah@hannahrudman.com CONSULTING
  45. 45. If we’re not selling content, then… If copies lose their “value”, then we must sell something that can’t be copied. The key is to offer valuable intangibles that cannot be reproduced at zero cost, and will thus be paid for. Kevin Kelly, founding editor, Wired. RUDMAN Hannah@hannahrudman.com CONSULTING
  46. 46. The end of control? In the past, you were what you owned. Now you are what you share. Charles Leadbeater, We Think. The traditional Western paradigm of “Copyright as the sole value of content” is unsustainable. You may struggle to own the content. But you can own the CONTEXT, MEANING, RELEVANCE, EXPERIENCE, EMBODIMENT, TIMING RUDMAN Hannah@hannahrudman.com CONSULTING
  47. 47. And a word of warning… • Formally… • Now.. – Audience – Users – Consumer – Co-creators – Listener – Contributors – Customer – Peers – Buyer – Producers – Promoters These people are your new sales & marketing, press & PR teams - don’t underestimate the importance of building a relationship with them! Sharing is Caring :-) RUDMAN Hannah@hannahrudman.com CONSULTING
  48. 48. Implications for organisations & artists – ARTISTIC • people's online lives and digital devices become part of real experience – venues and other audience members may have to change their attitudes to their inclusion; • the relationship between the writer and community will become flatter - writers and readers will begin to develop work collaboratively; • people will be organised without the organisation, players without the play; – OPERATIONAL • encouraging more personalisation of and participation with the experience of your work or organisation via digital tools and channels means increasing investment in this area; • becoming more porous as organisations and artists means opening up to a wide dialogue, including the negative and critical; – BUSINESS MODELS • Money will be generated from driving attention, not from selling pieces of content. (Powered by next generation advertising) • Creativity is the currency of the future • creating more digital content means more/different investment and different contracts with venues, writers and audiences. RUDMAN Hannah@hannahrudman.com CONSULTING
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  50. 50. From push to pull to porosity… THANKS for listening! I’m porous… Stay in touch! Hannah@hannahrudman.com www.hannahrudman.com RUDMAN Hannah@hannahrudman.com CONSULTING

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