PARTICIPATORY CULTURE - A CRASH
COURSE

Christia n Schwa rz Laus
ten 88 J uggling since 19 Blogged since 2004 Former knowledge Co-founder director and partner

HELPING OUR CLIENTS NAVIGATE DIGITAL
TECHNOLOGIES AND NEW MEDIA

METAPHORS TO REALISE “The challenge
facing modern managers is to become accomplished in the art of using metaphor to find new ways of seeing, understanding, and shaping their actions.” - Gareth Morgan

CONTROL UNIFORMITY OBSERVATION MONOLOGUE INFORMATION
HIERARCHY

ONE SIZE FITS ALL ”Any
customer can have car ”Any customer can have the car painted any colour that he wants painted any colour that he wants as long as it’s black.” it’s black.” as long as - Henry Ford - Henry Ford

MASS COMMUNICATION

FLEXIBILITY OPENNESS PARTICIPATION DIALOGUE DIVERSITY
INTERACTION

FROM STANDARDIZATION
TO CUSTOMIZATION

FROM TRANSACTION
TO CONTINUAL EXCHANGE

FROM AUDIENCES
TO PARTICIPANTS

FROM MESSAGE
TO DIALOGUE

FROM INFLUENCE
TO RELATIONSHIP

“Consumers are beginning in a
very real sense to own our brands and participate in their creation… We need to learn to begin to let go.” - A. G. Lafley, CEO and Chairman of P&G

WHY NOW?

Crucial
social platforms

Blogging Micro Social Blogging Networking
RSS Chat Rooms Crucial social platforms Widgets Map services Photo- sharing Podcasts Video- sharing

HELP YOUR CUSTOMERS PARTICIPATE &
CO-CREATE

“Metaphors may create realities for
us, especially social relations. A metaphor may thus be the guide for future actions.” - George Lakoff & Mark Johnson

HOWEVER... ”Any customer can have
car painted any colour that he wants as long as “People who speak in metaphors should shampoo my crotch.” it’s black.” - Jack Nicholson - Henry Ford

THANKS! mail: christian@seismonaut.com twitter: @unwiredchris
web: www.seismonaut.com