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First there were services, now there are websites. Websites evolved from information sources to distributions platforms. Released for the PRime International PR & Marketing Congress 2010 at CaixaForum Barcelona.
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www.ignaciolago.com
Websites:from sources
to distribution platforms
Ignacio Lago
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What is a source?
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What is a distribution platform?
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Internet
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Internet is for communication
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A long time ago…
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1973: E-mail
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1980: Usenet
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1988: IRC
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1990: WWW!
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Everything goes WWW
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Information
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Communication
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Messaging
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Forums
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IRC?
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Users and Content
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Users
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Users love things
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Users really hate things
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Be part of the tribe
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Content
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Content needs a lawyer
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Content is somewhere
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Share content!
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Communication stages
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1st stage: users do everything
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Sshhh! It’s private
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Users as a chain
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Born to be wild
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2nd stage: users get it from websites
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Get it
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Send it
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3rd stage: users put it on websites
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Get and Send once again
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4th stage: users are the platform
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Distributed download
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Users share content
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Users share bandwidth
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5th stage: users got streaming
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Submit content
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Watch it from home
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Don’t store nothing
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Links in, Content out
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6th stage: streaming as source
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The audience is listening
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7th stage: a community has been born
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Submit to the community
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Share in the community
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All toghether now
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8th stage: communitywithout content
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Content is shared outside
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Dis-tri-bu-tion
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Next stage! New spices
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Get specialised
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Content is filtered in
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Content is filtered out
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Keep it clean
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Content platform isn’t the community
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Situation
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One community, multiple sources
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Show me the money
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This is fun! Come in!
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Music without music
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Easier reputation management
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It’s happening right now
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Case studies
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Distribution
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YouTube: the main source
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Users decide
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Control inside, wild outside
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Vimeo: spe-cia-li-sa-tion
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Feel the community
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Be an artist
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Who got the money?
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Last.fm: with music
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Law pressure
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Users & Ads
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Megavideo: pure distribution
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Community? No, thanks
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Users & Ads without community?
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Spotify: a classic, on-demand
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They understand the game
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Share outside, listen inside
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Ustream: live
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Fresher than fresh content
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Sharing
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Facebook: it’s all about sharing
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“Share” then “Like”
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Applications to share even more
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Chat? Keep the user connected
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Twitter: right here, right now
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Share fresh, or earlier
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Platform? Ups!
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Fight for the users!
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Tumblr: blog evolution
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Share, share and reblog
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Is this on Tumblr?
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Then the industry…
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Hulu: video on-demand
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TV in your web browser
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A method that worked and works
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Vevo: music videos
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The top first use of YouTube
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Then…
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Stage clear?
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Expect special forces
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A last tip for PR
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PR for music bands
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RootMusic: bands on Facebook!
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Things to remember
• Everything goes WWW• Users love and hate, and they share it• Content has copyright laws• Stored in one place• Shared in another• Expect new specialised players
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