The people formerly known as the audience <ul><li>“ The people formerly known as the audience wish to inform media people ...
Let’s call them…  our NETWORK. What makes a network WORK?
<ul><li>Strong Social Ties </li></ul><ul><li>Common Story </li></ul><ul><li>Dense Communication Grid </li></ul><ul><li>Sha...
Strong social ties Personal relationships Trust Awareness 1
Online social networks (duh)
MySpace and Facebook didn’t invent social networks. http://www.flickr.com/photos/rbucich/3623885548 http://www.flickr.com/...
Common story Shared language  Collective narrative 2
Community-created ad messages MoveOn’s “Obamacan” ad www.obamain30seconds.org   &  www.bushin30seconds.org
Collective editing, hive mind?
Being unique… together www.friendsforpeace.org  &  www.sorryeverybody.com
Dense communication grid <ul><ul><li>Facebook, Twitter, Blogs </li></ul></ul><ul><ul><li>E-mail, IM </li></ul></ul><ul><ul...
The community feeds (eats) itself
Blogs build community, not just online
Culture of sharing Data, information Skills & expertise Money Space 4
Sharing knowledge http://en.wikipedia.org/wiki/Climate_change
Sharing skillz to make great software
Network awareness Feeling like a member Knowing what the network is for 5
Flash mobs for fun and advocacy London -Daily Mail San Francisco -New York Times “ Olympic Torch Route Changed in San Fran...
Twitter: socialblogsharingmobilenetwork
<ul><li>Strong Social Ties </li></ul><ul><li>Common Story </li></ul><ul><li>Dense Communication Grid </li></ul><ul><li>Sha...
Want more? <ul><li>More examples, comments, ideas: hastac.org/tag/networks   lotusmedia.org/5things   netcentriccampaigns....
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Audience as network

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My usual presentation on the 5 aspects of effective networks, adapted for a talk with Christian publishers at Duke Divinity School.

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Audience as network

  1. 1. The people formerly known as the audience <ul><li>“ The people formerly known as the audience wish to inform media people of our existence, and of a shift in power that goes with the platform shift you’ve all heard about. </li></ul><ul><li>“ You don't own the eyeballs. You don't own the press, which is now divided into pro and amateur zones. You don't control production on the new platform, which isn't one-way. There's a new balance of power between you and us.” </li></ul><ul><li>- Jay Rosen, Journalism Prof http://journalism.nyu.edu/pubzone/weblogs/pressthink/2006/06/27/ppl_frmr.html </li></ul><ul><li>See also: The Cluetrain Manifesto (1999), http://cluetrain.com </li></ul><ul><li>“ We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.” </li></ul>http://www.flickr.com/photos/zak/84069772/
  2. 2. Let’s call them… our NETWORK. What makes a network WORK?
  3. 3. <ul><li>Strong Social Ties </li></ul><ul><li>Common Story </li></ul><ul><li>Dense Communication Grid </li></ul><ul><li>Sharing Culture </li></ul><ul><li>Network Awareness </li></ul>Five elements of effective networks:
  4. 4. Strong social ties Personal relationships Trust Awareness 1
  5. 5. Online social networks (duh)
  6. 6. MySpace and Facebook didn’t invent social networks. http://www.flickr.com/photos/rbucich/3623885548 http://www.flickr.com/photos/cobalt/248044067/ http://www.flickr.com/photos/danielgreene/2951598183/
  7. 7. Common story Shared language Collective narrative 2
  8. 8. Community-created ad messages MoveOn’s “Obamacan” ad www.obamain30seconds.org & www.bushin30seconds.org
  9. 9. Collective editing, hive mind?
  10. 10. Being unique… together www.friendsforpeace.org & www.sorryeverybody.com
  11. 11. Dense communication grid <ul><ul><li>Facebook, Twitter, Blogs </li></ul></ul><ul><ul><li>E-mail, IM </li></ul></ul><ul><ul><li>Phone, SMS </li></ul></ul><ul><ul><li>Face-to-face </li></ul></ul>3
  12. 12. The community feeds (eats) itself
  13. 13. Blogs build community, not just online
  14. 14. Culture of sharing Data, information Skills & expertise Money Space 4
  15. 15. Sharing knowledge http://en.wikipedia.org/wiki/Climate_change
  16. 16. Sharing skillz to make great software
  17. 17. Network awareness Feeling like a member Knowing what the network is for 5
  18. 18. Flash mobs for fun and advocacy London -Daily Mail San Francisco -New York Times “ Olympic Torch Route Changed in San Francisco” And Iran’s “ Twitter Revolution !”
  19. 19. Twitter: socialblogsharingmobilenetwork
  20. 20. <ul><li>Strong Social Ties </li></ul><ul><li>Common Story </li></ul><ul><li>Dense Communication Grid </li></ul><ul><li>Sharing Culture </li></ul><ul><li>Network Awareness </li></ul>One more time...
  21. 21. Want more? <ul><li>More examples, comments, ideas: hastac.org/tag/networks lotusmedia.org/5things netcentriccampaigns.org </li></ul><ul><li>Contact me: e-mail = ruby.s@duke.edu IM = rs178@jabber.duke.edu phone = 919-883-5224 </li></ul>

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