The document discusses how social media and networks enable self-organized groups to form and collaborate. It argues that the value of social technologies lies not in the platforms themselves but in what people accomplish together by using the technologies, such as solving problems or improving experiences niche by niche. True participation and openness to feedback allow businesses to benefit from these collaborative efforts, but companies that fail to adapt their business models risk becoming outdated and "broken" compared to those that capitalize on social media's potential to streamline processes and create new efficiencies through user-driven innovation.

1. Using + social media = failParticipation reveals real ROI for everyone involved

2. The future isn’t digital

3. What’s the next tool?

4. What’s the next tool?

5. What’s the next tool?

6. What’s the next tool?

7. What’s the next tool?

8. Don’t need to worry about thatWorry less about what the tech isUnderstand what people are doing, with each other, with the tech

9. The future is self-organisedThe social technologies we now have bring people together; people who care about the same thingsThey find each other, they create their own content, they distribute it to each other

10. Wiki-fixing the worldThey aren’t sitting around waiting to be told what to do.They are getting on with wikifixing the world, niche by niche.

11. Social + Media = change

12. No social without mediaThe media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets.It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers).We distribute: through peer-to-peer pass on.We do it all in networks rather than channels,Real-time rather than their time Many-to-many rather than one-to-many.

13. It’s Media, Jim, but not as we know itThis is where any and everyone:Creates the contentDistributes the contentControls their own user experience.Where the user (not your website) is the destination now

14. You can’t buy space in their conversations...or target all the niches they form

15. 25-Nov-09THE STAGEMessage broadcast at audienceScale = audience = where the eyeballs have gone15

16. 25-Nov-09THE STAGEBut in (social) networks the broadcast message doesn’t arrive16

17. 25-Nov-09They aren’t looking at The Stage. They are looking at each otherScale = lots of communities of purpose = where the eyeballs are focused17

18. 25-Nov-09They share messages among their groups.They adapt them to suit their groups

19. They make the message theirsWe share what we think is cool with people who (we think) will think its cool, too18

20. 25-Nov-09The groups are not fixed (adhoc).

21. The message spreads when the groups reform around a new purposeUsers select what they think is cool (has utility) to take with them on their journey19

22. 25-Nov-09Participants adapt the message to suit the group they wish to share it withThe people best-placed to adapt the message are in the group, not on the stage20

23. 25-Nov-09And so it continues; the message evolving to survive. Or it dies outWe share what we think is cool. That which we co-create, we embrace21

24. 25-Nov-09They aren’t your groups they are theirsThey aren’t your messagesthey are theirsCommunication is not done to them, it is done by them22

25. But where’s the value?It isn’t in the fact that comms happen

26. But where’s the value?It isn’t in the fact that comms happenIt is in what happens as a result of those comms

27. But where’s the value?It isn’t in the fact that comms happenIt is in what happens as a result of those commsIt is in what people are doing together with ‘the tech’.

28. The real ROI is wiki-fixing the worldThe value of the comms is in what all our expressions of meta-data lead to:

29. New, fast, user-centric, efficiencies through group-forming.

30. Our media-like activity brings us together with people seeking to solve the same problem or improve the same experience that matters to us.

31. This is where the efficiencies happen. Niche by niche.A small exampleA social technology (Twitter) is created (social)

32. I (social) tweet a complaint about a brand (media)

33. A person (social) representing the brand uses social tech to listen (social)

34. The person (social) contacts me (media)

35. We engage in conversation (media)

36. My problem is resolved (social)

37. The person representing the brand (social) discovers a way to improve their current system - making it more efficient for all (social)

38. I (social) tweet to say how pleased I am with outcome (media)

39. I (social) recommend the brand rep to my peers (social)TwitterFacebook appsThe iPhone app shopWikipedia (of course) Other examples

40. But it’s not just in the valley...

41. Making a dog’s dinner out of social media...Del Monte's participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food.They made a dog's dinner of it - in six weeks. (May 09)

42. Barking up the right tree

43. It’s a fitness landscape out there...Only the best adapted survive

44. More pegs, more round, more often

45. Throw away your hammers; open your doors

46. Broken businessInspired by Clay Shirky: ‘A screen that ships without a mouse, ships broken’)Media that publishes without a comment box, publishes brokenPublishing without being open to contribution, is the wrong model for the networked world: