64
SURVIVING & THRIVING WITH SOCIAL MEDIA John Blossom, Author of “Content Nation” 9 September 2009

Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

  • View
    2.726

  • Download
    3

Embed Size (px)

DESCRIPTION

The author of "Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives and Our Future" (Wiley, 2009) reveals key secret to success in social media for marketers, enterprises, politics and social functions, taking a dive into how major trends that will launch social media into a tool that will change the DNA of society itself.

Citation preview

Page 1: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

SURVIVING & THRIVING WITH SOCIAL MEDIAJohn Blossom, Author of “Content

Nation”9 September

2009

Page 2: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

9 September 2009Copyright © 2009 Shore Communications Inc. - All Rights

Reserved2

Page 3: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 3

Page 4: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

28 January 2009

Copyright © 1999-2009

Shore Communicat

ions Inc. ALL RIGHTS RESERVED

4

Page 5: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media

What it Means Today Media Business Education Government Politics Society

What it Really Changes What it Means for Our Future

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

5

Page 6: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The World is a Nation of Publishers

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

6

16 January 20096

Content Nation is born! Influencing bloggers:

59 million people 24th largest nation

Influencing social networkers: 74 million people 16th largest nation

Page 7: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

A Global Nation of Citizen Publishers

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

7

Page 8: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

From the Book…

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

8

What is Social Media? Content Nation’s Seven Secrets of Social

Media Where Content Nation Is Leading Us

Page 9: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

What is Social Media?

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

9

The ability for anyone to influence others easily using highly scalable and accessible publishing tools. Weblogs Wikis Social Networking Share Videos, Photos, Podcasts, Bookmarks,

Mashups Messaging/Microblogging Forums, Chats, Collaboration Ratings, Reviews, Comments

Page 10: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

What do you need to make the “secret sauce?”

Seven Secrets of Social Media

9 September 2009

10

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Page 11: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #1

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

11

It’s all about the ability of people to scale their influence independently

Page 12: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Global Influence

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

12

Page 13: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Local Influence

9 September 2009

13

Page 14: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Real-Time Influence

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

14

Page 15: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Real-Time Influence

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

15

Page 16: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Brand Influence

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

16

Page 17: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Product Influence

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

17

Page 18: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Political Influence

9 September 2009

18

Page 19: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #2

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

19

Technology matters in social media, but not as much as understanding what people are seeking to gain from influential publishing

Page 20: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Where is the “Hot Spot” Tonight?

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

20

Page 21: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

What Are My Customers Saying?

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

21

Page 22: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Personal and Professional Goals

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

22

Page 23: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #3

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

23

Social media is not about the law of the jungle but the law of the campfire: values matter and having people who are willing to enforce values matters.

Page 24: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

24

Page 25: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #4

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

25

Social media creates millions of influential and highly scalable and valuable contexts for content, far more than provided by conventional media.

Page 26: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

16 January 2009

Copyright © 1999-2009

Shore Communicat

ions Inc. ALL RIGHTS RESERVED

26

Page 27: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Mashups: Contexts Out of Thin Air

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

27

Page 28: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Contexts for People & Organisations

6 April 2009

28

Page 29: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #5

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

29

Social media trumps mass production’s productivity with mass contextualisation for millions of highly focused peer communities and markets.

Page 30: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Publications for/by Any Community

13 March 2009

30

Page 31: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The “Big Sombrero” Social Economy “The Long Tail”: the

lifecycle of short-lived mass-market “hits”

“The Big Sombrero”: the lifecycle of long-lived social economies

Building global and local social economiesfor any size enterprise

24 February 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

31

Page 32: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #6

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

32

Social media’s personally contextual content establishes more influential direct relationships between people who can help one another to survive and thrive.

Page 33: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Altruism Yields Personal Influence

13 March 2009

33

Page 34: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Global/Local Economic Influence

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

34

Page 35: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Secret #7

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

35

Social media’s influence may be broad or narrow, long or short, but its value almost always benefits people who know how to have - and to listen to - conversations.

Page 36: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Ask and You Shall Receive

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

36

Page 37: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Leaving Room for Dissent & Dialog

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

37

Page 38: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Where is social media taking us?

Surviving and Thriving in Content Nation

9 September 2009

38

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Page 39: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Where Does Social Media Bring Us?

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

39

Realigning the bonds of society Returning to more flexible human

organization Extending our ability to evolve

civilizations

Page 40: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

To Publish is to be Human

9 September 2009

40

Page 41: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Reclaiming Humankind’s Heritage

9 September 2009

41

Page 42: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

13 March 2009Copyright © 2009 Shore Communications Inc. - All Rights

Reserved42

Page 43: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

The Other 5 Billion

6 April 2009

43

Page 44: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Publishing: Civilization’s DNA Publishing defines the

organism of society Change publishing and

you change how society can adapt and evolve

Models of altruism are the key

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

44

Page 45: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Animal Altruism: Based on Genetics Organizes small

animal/human groups “You might be

related to me so I’ll cooperate”

Encoded in natural genes

Focused on flexible, collaborative social adaptation – “own the moment”

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

45

Page 46: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Human Altruism: Based on Publishing Organizes large

human groups “We have a

social/business contract so I’ll cooperate”

Encoded in publishing Focused on inflexible,

centralized ownership Creates social

organisms that adapt slowly to change

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

46

Page 47: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Central Publishing Speeds Extinction

24 February 2009

47

Source: Gerrit Schoups et al., PNAS

Page 48: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Nature’s DNA Does Better

9 September 2009

48

Page 49: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media Rewrites Society’s DNA Decentralized control Peer bonds Collaborative Real-Time Contextual Transactional Leveraging technology and humanness

to create rapidly adapting and highly scalable civilizations

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

49

Page 50: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

From Machine to Global Organism

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

50

Page 51: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

The Sensor Society

9 September 2009

51

Page 52: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The Sensor Society

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

52

Page 53: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The Sensor Society

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

53

Page 54: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Social Media: Civilization’s new DNA?

13 March 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

54

Spore: Share evolving user-designed creatures

Over 3 million created in a few weeks Twice the number of

known species! Social media can

offer civilization new scalability & diversity to survive and to thrive

Page 55: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Our Next Great Civilization?

Re-adapting to ice ages ?

Organic networks Organic social media Our tribes will be

anywhere and everywhere

Our relationships will extend through the ages

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

55

Source: Doc Searls

Page 56: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

Chasing the Mammoth: Context is All

9 September 2009

56

Source: Dr. Silvia Helena Cardoso

Page 57: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The Mammoth Code for Social Media Let your content “graze” where it needs

to Study its behavior carefully Be prepared to chase it Bring friends & family Build collective wisdom Share in the hunt Use everything Be ready to switch to alternatives

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

57

Page 58: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Key Lessons for ALPSP Members Institutions need more value from publishing

Look at people and processes Locating right expertise and ways of working together

Help conversations mature into new products Wikipedia moves from “wild west” to juried content O’Reilly Rough Cuts enables new models for learning

Focus on the context of your content Copyright valuable, but not as important as valued uses Owning relationships more valuable than owning IP

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

58

Page 59: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Supporting Open Innovation

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

59

Page 60: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

Open-Ended Thought Development

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

60

Page 61: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

The World is a Nation of Publishers …be a Citizen!

9 September 2009 Copyright © 2009 Shore Communications Inc. - All Rights Reserved

61

Page 62: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

9 September 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 62

ABOUT SHORE

Content Marketing Strategists Enhance your strategies for publishing

and content technology products and services in enterprise and media markets

We provide: Private Consulting, Advice and

Research Daily and Weekly News Analysis Newsletters Published Research

Recognized: 2004, 2005 EContent Magazine

“100 Companies that Matter Most” 2007 CODiE – Best Media Blog

Web: shore.com

Page 63: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

19 March 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 63

FOR FOLLOW-UP…

PHONE 203.293.8511

EMAIL [email protected]

WEB shore.com contentblogger.com contentnation.com

TWITTER/SKYPE jblossom

POST John Blossom

PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880

Page 64: Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future

13 November 2008 Copyright © 1999-2008 Shore Communications Inc. ALL RIGHTS RESERVED64

SOCIAL MEDIA: BENEFITS FOR PEOPLE IN NEW CONTEXTS

Content is information and experiences that benefit an audience in specific contexts.

If people don’t benefit, it’s not content!

Source: Isabelle Trocheris/David Giovannoni