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  1. 1. 17th January 2009 HANNAH RUDMAN Developing a digital strategy for NTW
  2. 2. 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
  3. 3. It’s not about the technology • Convergence – In a few years time, mobile devices will hold 10TB data (10,000 GB)
  4. 4. From push to pull • Business is changing – Networked, distributed
  5. 5. From push to pull: Media • Time shifted content
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  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
  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.
  19. 19. Status Stories: story caching
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  21. 21. Create: This Land
  22. 22. Why Social Networks?
  23. 23. The Assembly? Debate!
  24. 24. Develop a social media strategy • Connect • Build relationships • Collaborate • Know your market
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  28. 28. Peer-to-peer ownership • What are the opportunities for members/fans as investors?
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  30. 30. Tighten your tribe, otherwise…
  31. 31. 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.”
  32. 32. Trust vs. Control? Piracy vs. obscurity?
  33. 33. Attention, not content, is money
  34. 34. 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.
  35. 35. 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
  36. 36. 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 :-)
  37. 37. 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.
  38. 38. What is NTW? •
  39. 39. What will it be? Open Innovation/user innovation • The people with the best ideas don’t work for you
  40. 40. Rapid Response: How can peer voted, democratic models be applied?
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  42. 42. What Welsh data is there that can be explored?
  43. 43. What is your crowd’s dynamic? How well do you know your audiences’ appetites?
  44. 44. Rapid Prototyping: create, debate, respond… Wikis, extranets, MSLive Aggregating supply & demand: carshare, carbon trading? ( 4iP’s Landshare, freecycle, parkatmyhouse)