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What is content in the connected world? - Organic Media Lab

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What is content in the connected world? - Organic Media Lab

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시간을 뺏고 빼앗기는 사업자와 사용자의 관계. 과연 이 둘의 요구는 공생할 수 있을까? 이 강연은 관점의 전환을 요구했다. '고객의 시간을 어떻게 빼앗을까?'보다 '고객이 왜 시간을 쓰는가?'라는 문제에서 시작하는 것이다. 콘텐츠의 본질에서 다시 출발하는 것이다. 연결이 지배하는 세상은 사업자가 주도하는 시장이 아니라 사용자가, 우리의 사소한 연결활동이 이뤄내는 네트워크 세상이기 때문이다.

시간을 뺏고 빼앗기는 사업자와 사용자의 관계. 과연 이 둘의 요구는 공생할 수 있을까? 이 강연은 관점의 전환을 요구했다. '고객의 시간을 어떻게 빼앗을까?'보다 '고객이 왜 시간을 쓰는가?'라는 문제에서 시작하는 것이다. 콘텐츠의 본질에서 다시 출발하는 것이다. 연결이 지배하는 세상은 사업자가 주도하는 시장이 아니라 사용자가, 우리의 사소한 연결활동이 이뤄내는 네트워크 세상이기 때문이다.

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What is content in the connected world? - Organic Media Lab

  1. 1. Rediscovering Contents in the Connected World Dr.Agnès JiyoungYUN Founder & CEO Organic Media Lab, Inc.
  2. 2. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Organic Media Lab, 2013! [Friends)Network]) !! Searchers! Search! Publishers! Organic Media Lab, 2013! [Match!Making!Network!(Google)]! !! !! !! !! Domination of Networks
  3. 3. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 24H Connected Users http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/
  4. 4. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 사용자의 매개에 기반한다 매개가 네트워크를 만든다 진화하는 유기체다 Organic Media 연결이 지배하는 미디어 세상
  5. 5. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 What is Content?
  6. 6. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Traditional meaning of Contents
  7. 7. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Extension of Contents
  8. 8. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 콘텐츠의 1차 정의 •소비자 관점: 시간을 써서 즐기고 소비하는 것. • 공급자 관점: 소비자의 시간을 뺏는 것.
  9. 9. But…
  10. 10. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Customers who viewed this item also viewed 287 Highlighters Popular Highlights Contents are Everywhere
  11. 11. “We don’t make money ! when we sell things. ! We make money ! when we help customers ! make purchase decisions.” ! ! – Jeff Bezos –"
  12. 12. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 공감, 소통, 공유…, 연결
  13. 13. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 콘텐츠의 2차 정의 •커뮤니케이션에 사용될 수 있는 모든 것(Things). •우리를 연결시켜주는 모든 매개체 (Mediator).
  14. 14. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 내가 너의 이름을 불러 주었을 때 너는 나에게로 와서 꽃이 되었다…
  15. 15. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 콘텐츠의 본질 = 연결 콘텐츠는 관계를 만든다
  16. 16. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 MediaTransformation
  17. 17. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 3 Components of Media Context Container Content
  18. 18. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Content
  19. 19. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Container
  20. 20. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Context
  21. 21. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 (Missing) Context!
  22. 22. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 New$(Physical)$Containers$ New (Physical) Container
  23. 23. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Multiplication of Contents
  24. 24. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Structural Container
  25. 25. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Fragmentation of Contents
  26. 26. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Reconstruction of Contents
  27. 27. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Extended Context
  28. 28. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Context'Extended Context
  29. 29. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Seamless Context Customers who viewed this item also viewed
  30. 30. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Advertising Transformation •Container Newspaper -> TV -> PC -> Mobile ! •Context Space -> Keywords -> SN -> Location ! •Contents Commercial -> Infomercial -> Information
  31. 31. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Content Strategy
  32. 32. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Organic Media Lab, 2013! [Mass%Media%Network]% From Space to Network 미디어는 네트워크다
  33. 33. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Strategy! Physical Space based! Network based! 타겟(Target)! 대중(Mass)! 개인(Individual)! 과정(Process)! 모으다(Aggregate)! 참여하다(Engage)! 목표(Objective)! 도달하다(Reach) ! 연결하다(Mediate)! Organic Media Lab, 2013! !! From Space to Network
  34. 34. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Listener Correspondant Mediator From Space to Network
  35. 35. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Product as Mediator
  36. 36. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014(CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
  37. 37. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Implication for Content • What is the goal? Delivering vs. Mediating • What is the value? Message vs. Relationship • What is the matter? Contained vs. Context
  38. 38. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 사업자와 공중(Public)과의 관계를 관리하는 것 vs. 사용자들간의 관계를 매개해주는 것
  39. 39. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 The End is the Beginning
  40. 40. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Recommended Readings •윤지영, 오가닉 미디어: 연결이 지배하는 미디어 세상, 21세기북스, 2014 http://organicmedia.pressbooks.com ! •노상규, 스마트 경제와 네트워크 비즈니스, 2014. http://networkbusiness.pressbooks.com
  41. 41. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014 Any Questions?! yun@organicmedialab.com! www.organicmedialab.com ! Facebook: yun.agnes! Twitter: @agnesyun! !

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