The document discusses different levels of participation in online content, from passive viewing to active contribution. It notes that for content to spread widely, it must balance niche appeal with broad participation. The key is finding the right reward versus effort balance so that people are motivated to engage more deeply by sharing, commenting on, or creating content themselves. Advertisers are also advised to care about things people care about, be interesting, and let people interact with content.

1. What we have learned from T-Mobile

2. Jan 2009

3. April 2009

4. Winter 09/10

5. Josh case study

6. Summer 2010

8. Some strong opinions lightly held

9. 1. Six degrees of participation

10. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass

11. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass

12. Viewing Liking Sharing Making Contributing Commenting Passive Niche Active Niche Mass

13. 2. Where is the commercial effect to be felt?

15. 8.5m 17k 285k 688 966 online views shares comments tweets blog posts A Hunter shoots a bear Source: viralvideochart.com

17. 3. Balancing touch and participation

18. Degree of participation Niche Touch Ms 100Ks 100s Ks

19. 27m 4.4k 133k 23k 4.8k online views shares comments tweets blog posts T-Mobile Dance Source: viralvideochart.com

20. Degree of participation Niche Touch Ms 100Ks 100s Ks

21. 4. Why would anyone want to do that?

22. “ When Police want to understand whether someone could have taken a particular action they looks for means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is the where and with whom” Clay Shirky, Cognitive Surplus

23. “ When Police want to understand whether someone could have taken a particular action they looks for means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is the where and with whom” Clay Shirky, Cognitive Surplus motive

24. Gibson’s univeral law of participation Reward > Effort

27. Reward > Effort Entertainment Utility Inspiration Social currency Attention Activity Creativity Time

28. Do you really want to do that?

29. 5. The ads still matter...alot

32. Our handy step by step guide

33. 1. Care about the things real people really care about

34. Lurpak

35. 2. Be interesting, do interesting, say interesting

37. 3. Let people play

39. Care about the things that real people really care about Be interesting Let people play 1 2 3

40. “ Emotion is the greatest form of participation”