Human Need:
Why adoption is not an issue
when the use case matters
Lee Bryant, reboot 9.0, June 2007
www.headshift.com
adoption of online tools is
 often a challenge in the
absence of perceived need
but where the use case
 really matters, people
 will make them work
“life will find a way”
“life will find a way”
Sugata Mitra @ LIFT ‘07
what do these kids teach
us about how to encourage
 adoption of social tools?
create (or find) real needs
& help people to fulfil them
a use case
kozarac
kozarac
kozarac
challenges:
town destroyed
people imprisoned,
 thousands killed,
survivors expelled
perpetrators stay in power,
  control local authority
(and don’t want you back)
war ends
you go back and start
rebuilding from scratch
How can online help ‘real’ community?
1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war   justice? return begins rebuilding rec...
1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war   justice? return begins rebuilding rec...
1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war    justice? return begins rebuilding re...
1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war    justice? return begins rebuilding re...
1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war    justice? return begins rebuilding re...
S




                                   50


                               0
                                        100...
a tight network of discussions




       6,900 forum posts by person
looks like a real community




       6,468 private messages
“the morning gossip” (blog)
“the morning gossip” (blog)

           300

                 top 50 stories by number of comments
           250




    ...
50
                                                        0
                                                             ...
OMG! we got fire engines!




                                                                 100
                        ...
practical outcomes
bootstrapping a town
bootstrapping a town




 Kozarac has funded and organised
 its own fire brigade with the help
   of the diaspora on the fo...
memorialisation campaigns
memorialisation campaigns
memorialisation campaigns
memorialisation campaigns
from forum to meatspace (via Holland)
re-homing kids of the diaspora
X
re-homing kids of the diaspora
what the creators say
(an interview with Svabo)
“At the start, I could hardly
switch the computer on, but
 even then we saw, through
 games, the potential of the
  intern...
“The first thought for many
 people in the diaspora when
they wake up in the morning
  is Kozarac.ba. They have a
 need for...
“Emin, a survivor of Omarska,
 lived in Denmark for 15 years,
   unable to open up and deal
  with his trauma. He recently...
some observations
1.   online social networks can bridge and repair
     structural holes that occur in physical world
2. ...
what lessons can we draw from this?
 • SCALE: small, intimate spaces are often the
   most effective at supporting collect...
kthxbye

Thanks to: Sebina, Satko, Svabo, Aaly, Daal, Riccardo
Apologies to: Halid Muslimovi!


Give money to: www.kozarac...
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Reboot9: Kozarac.ba

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This is a talk I gave about the role that an intimate online community has played in the re-establishment of a town destroyed by ethnic cleansing in Bosnia.

The talk was presented at Reboot 9 in Copenhagen, 2007, whose theme was 'Human'.

The great thing about Slideshare is that you can't see what an emotional wreck I was whilst giving what is quite a personal talk.

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Reboot9: Kozarac.ba

  1. 1. Human Need: Why adoption is not an issue when the use case matters Lee Bryant, reboot 9.0, June 2007 www.headshift.com
  2. 2. adoption of online tools is often a challenge in the absence of perceived need
  3. 3. but where the use case really matters, people will make them work
  4. 4. “life will find a way”
  5. 5. “life will find a way” Sugata Mitra @ LIFT ‘07
  6. 6. what do these kids teach us about how to encourage adoption of social tools?
  7. 7. create (or find) real needs & help people to fulfil them
  8. 8. a use case
  9. 9. kozarac
  10. 10. kozarac
  11. 11. kozarac
  12. 12. challenges:
  13. 13. town destroyed people imprisoned, thousands killed, survivors expelled
  14. 14. perpetrators stay in power, control local authority (and don’t want you back)
  15. 15. war ends
  16. 16. you go back and start rebuilding from scratch
  17. 17. How can online help ‘real’ community?
  18. 18. 1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07 normal odd X --> the war justice? return begins rebuilding reclaiming
  19. 19. 1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07 normal odd X --> the war justice? return begins rebuilding reclaiming first diaspora-led sites
  20. 20. 1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07 normal odd X --> the war justice? return begins rebuilding reclaiming first diaspora-led sites recovering memory online
  21. 21. 1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07 normal odd X --> the war justice? return begins rebuilding reclaiming first diaspora-led sites recovering memory online new wave
  22. 22. 1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07 normal odd X --> the war justice? return begins rebuilding reclaiming first diaspora-led sites recovering memory online new wave kozarac.ba
  23. 23. S 50 0 100 150 200 250 300 350 400 450 svatk abo Fe no n mhutrid al k izn Aidio av posts moeguly d K@ Marlin ZE rc LE limasei NK beero n AP ny Si sa IeC o z lda tu A 2_ 19 Ne sSua fila p ab ckoided neC r Saezpo grH ck ljaa p 7 o_ k F 92 DJ aicad 0K z _Tlicill2 y Sead_S zc nbdinia io DJsuRe na2 d _Thi-b zic ad roc Ko Ac zicd Adza C P 1 e emrcaanJ i ABanin rmsic an Mne t JMa ckal Fa 1li9Apo h azlic86i joal lilc Alen58 dicic_lm79 mi euira ra o Ajn nra FCkaela (6,789 users total) ru lja ba ti am Djana y63 d St elagy sa d a D a ldu e riG aa mo h d ni1 ra l a vic n976 Hits top 100 users by posts s nas Hu Ealko ne d ste _Aditia licKika s 100000 200000 300000 400000 500000 600000 700000 800000 900000 0 s a7 Muab 3 it EL kjkanj _G coapo 05 sk Ja URsatran k A hac o n Ka upov BIJA i 05 Di iczvo daRiCzuAdir do cLmal Ke -n a 05 Va beehirN c-K mi aar ozvenci A lic 05 led brac ed en rie o- ik 7 06 Me delvi2r ho mdada Ja eaus smne Cp_itbbobina s 06 u Chll_an em ap25 pinalin 06 Sa enn-s b y mud_iba jak up a avniah c 06 ov t liseck icnraha7a az an1 mi a 06 skrkjia ed c ra 06 Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Date 06 06 06 Kozarac.ba usage stats 06 06 18 months of life on Kozarac.ba 06 usage statistics 2005-07 07 07 07 07 Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- Series1
  24. 24. a tight network of discussions 6,900 forum posts by person
  25. 25. looks like a real community 6,468 private messages
  26. 26. “the morning gossip” (blog)
  27. 27. “the morning gossip” (blog) 300 top 50 stories by number of comments 250 200 Comments 150 100 1,983 stories with 10,502 comments 50 (ave. 5.3 comments per story) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Story
  28. 28. 50 0 100 150 200 250 300 350 400 450 500 Znam ja njih... Vatrogasno!!! Memorijalni centar u logoru Omarska, nekoliko pitanja AKCIJA ZA FK quot;BRATSTVOquot; KOZARAC Istinski Islam ili nesto drugo :) Jeste li za Registraciju lanova, ho ete li se upisat AKCIJA-Bajramski Paketici Kozaracke provale Udruzenje Kozarac. ba Ko su patrioti? Ko su Bosanci? IZBORI 2006 Odcjepljenje RS iz BIH ( da li je moguce) NEDAM BOSNE, NEDAM BOLAN Renoviranje sale - dje ba zapelo? Novi sistem pretplate Mahane na stranici IZMJENA I DOPUNA REGULACIONOG PLANA KOZARAC_CENTAR Stanje trenutno u Kozarcu sad i bliza buducnost ove regije KAMERA ZA SVABU--GDJE BA ZAPELO Centralno Spomen obilje je ? OMG! we got fire engines! DA SE RAZUMIJEMO postings Znam ja nas... views (x100) Top 25 forum topics by postings, also showing views (x100) Kozaracki intelektualci Kozarac-O svemu i sva emu...od urbanizma do turnira, BUJR Dusko Tadic uskoro na slobodi !?
  29. 29. OMG! we got fire engines! 100 150 200 250 300 350 400 450 500 50 0 Znam ja njih... Vatrogasno!!! Memorijalni centar u logoru Omarska, nekoliko pitanja AKCIJA ZA FK quot;BRATSTVOquot; KOZARAC Istinski Islam ili nesto drugo :) Top 25 forum topics by postings, also showing view Jeste li za Registraciju lanova, ho ete li se upisat AKCIJA-Bajramski Paketici Kozaracke provale Udruzenje Kozarac. ba Ko su patrioti? Ko su Bosanci? IZBORI 2006 Odcjepljenje RS iz BIH ( da li je moguce) NEDAM BOSNE, NEDAM BOLAN Renoviranje sale - dje ba zapelo? Novi sistem pretplate Mahane na stranici IZMJENA I DOPUNA REGULACIONOG PLANA KOZARAC_CENTAR Stanje trenutno u Kozarcu sad i bliza buducnost ove regije KAMERA ZA SVABU--GDJE BA ZAPELO view pos Centralno Spomen obilje je ?
  30. 30. practical outcomes
  31. 31. bootstrapping a town
  32. 32. bootstrapping a town Kozarac has funded and organised its own fire brigade with the help of the diaspora on the forums
  33. 33. memorialisation campaigns
  34. 34. memorialisation campaigns
  35. 35. memorialisation campaigns
  36. 36. memorialisation campaigns
  37. 37. from forum to meatspace (via Holland)
  38. 38. re-homing kids of the diaspora
  39. 39. X re-homing kids of the diaspora
  40. 40. what the creators say (an interview with Svabo)
  41. 41. “At the start, I could hardly switch the computer on, but even then we saw, through games, the potential of the internet to connect us - in Kozarac and outside Bosnia”
  42. 42. “The first thought for many people in the diaspora when they wake up in the morning is Kozarac.ba. They have a need for contact, pictures of home, landscape and stories”
  43. 43. “Emin, a survivor of Omarska, lived in Denmark for 15 years, unable to open up and deal with his trauma. He recently found the site, and people with similar experiences, which brought him out of his shell.”
  44. 44. some observations 1. online social networks can bridge and repair structural holes that occur in physical world 2. sometimes the virtual world can preserve memories and culture that are under threat in the physical realm 3. remote members and virtual presence can provide real support for local community 4. where there's a will, there's a way ;-)
  45. 45. what lessons can we draw from this? • SCALE: small, intimate spaces are often the most effective at supporting collective action • COMMON PURPOSE: if people share a need for action, they will tend to be co-operative • HOOKS INTO ‘RL’: using online spaces to build a coalition for action in the physical realm • MOTIVATION: tapping into real needs is the key to promoting positive behaviours
  46. 46. kthxbye Thanks to: Sebina, Satko, Svabo, Aaly, Daal, Riccardo Apologies to: Halid Muslimovi! Give money to: www.kozarac.ba Sign petition: www.headgroups.com/display/om (cc) Lee Bryant, 2007 www.headshift.com

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