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CONTENT & COMMUNITY
HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION OF CONTENT
neilperkin.typepad.comImage courtesy http://pleaseenjoy.com/
neilperkin.typepad.com
1. THE BIG CHANGES
2. WHAT IS COMMUNITY (& WHAT IS IT NOT)
3. SOME GREAT COMMUNITY BUILDING EXAMPLES
4. COMMUNITY & INNOVATION
5. BUSINESSES WITH COMMUNITY AT THEIR HEART
WHAT I’M GOING TO TALK TO YOU ABOUT TODAY:
http://www.flickr.com/photos/marthaburzynski/
IS THIS REALLY SUCH A BIG DEAL?
Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/
SOCIAL IS BECOMING A PART OF ALL MEDIA
STREAMS
Social dimensions are paramount to most people
…and most forms of entertainment
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
Morgan Stanley Internet Trends Report 2010
Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/
“The other guys think the purpose of communication is to get information.We think the purpose of information is to foster communication.”
Mark Zuckerberg, CEO Facebook
TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD
http://www.flickr.com/photos/danarah/
EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
http://www.flickr.com/photos/esparta/
The means of production and distribution are shared
http://www.flickr.com/photos/timothyschenck/
LINEAR NETWORKED
We control the way it is delivered We allow you to play with it, pass it on
Content we think you’d like Content we know you like (because you’ve told us)
Messages
Sit back
Scheduled
Experiences
Participative
On demand
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
WE HAVE TO RELEARN WHAT WE THINK WE KNOW
THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services= Attention, participation,
interaction, content
http://www.flickr.com/photos/wespionage/
"The internet is a the great dis-intermediator – it connects everything to everything else…Previously mass media aggregated attention and brands bought it. To earn your own attention you have to do things, create content, that people
elect to spend time with.” Faris Yakob
http://blog.marketing-soc.org.uk/tag/digital/
ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT
“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore
http://emptyla.com/
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS
WHAT COMMUNITY ISN’T
www.howies.co.uk
http://www.flickr.com/photos/ivanovash/
YOU DON’T ‘MANAGE’ COMMUNITY
“In the knowledge economy all staff are volunteers, but our managers are trained to manage conscripts” Peter Drucker
http://www.passiveaggressivenotes.com/
THE FEWER RULES & BOUNDARIES, THE BETTER
http://little-people.blogspot.com/
BIG ISN’T NECESSARILY BETTER
Broadcast rules don’t apply
SO HOW CAN I CREATE A COMMUNITY?
WRONG QUESTION
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
HOW SHOULD IT WORK THEN?
Blog Her/Compass Partners Social Media Study
MOTIVATIONS ARE DIFFERENT
ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING
“On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of
view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.”Howard Owens
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
http://www.flickr.com/photos/paopix/
http://www.flickr.com/photos/twenty_questions/
LISTEN & ACT ON FEEDBACK
GET STUCK IN
http://slimgoodies.tumblr.com/
Encourage discussion, be a part of it
ADD VALUE
http://www.flickr.com/photos/artsyt/
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
RECOGNITION AND REWARD
Small things matter. If someone does something good, give them a reward. They might just do it again
“There is a correlation between the amount of time it takes for information to be transmitted, the amount of time it takes to have an effect, and the corresponding cultural decay rate. The real-time web of twitter and facebook has brought the cultural latency rate down to almost zero. In response, companies must act faster, responding in real time, to keep apace with its customers.” Faris Yakob
BE RESPONSIVE
http://www.flickr.com/photos/bright/
STICK AROUND
http://www.flickr.com/photos/jryle79/HT http://farisyakob.typepad.com/
Relationships require building, so rather than short-term ROI, you need to take a longer-term view
“One part anarchy, one part aristocracy, one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/
Image courtesy http://jimdowling.typepad.com/
DYSFUNCTIONAL, FUN, NORMAL
…HUMAN
http://www.flickr.com/photos/pulpolux/
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was
about technology, but it's not.“
Seth Godin
Image: http://www.gapingvoid.com/
IT’S NOT ABOUT THE TECHNOLOGY
“Our focus should be not on emerging technologies but on emerging cultural practices.”
Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture
Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/
CONTENT PRODUCERS TAKE ON A BROADER ROLE
Authenticator: Help the audience figure out what to believe, what can they trust
Sense-maker: Help the audience derive meaning from what is happening in the world
Navigator: Help the audience find their way around a story or issue and point them to the “good stuff”
Forum-leader: Help the audience engage in a discussion in a knowledgeable way
Streams not microsites
DISTRIBUTED NOT DESTINATION
“As we move beyond Web 2.0 into an ever more interactive network, in which users send as much material as they consume…it becomes obvious that we are progressing from the Internet through the
Web to the Stream” Glen Hiemstra, Futurist.com
FREE FLOWING NOT STATIC
Services, applications and content are scalable and portable
Platforms that are seamlessly inter-connectable
No barriers to interaction - interfaces that get out of the way
Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg
Make it as easy as possible for your fans to find it and spread the word
If the web is a mass of conversations, then get talked about
Create content and services that are worth passing on
CREATE CONTENT THAT IS REMARKABLE
http://www.flickr.com/photos/oldflints/
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Marketing spend generates traffic
Some of that traffic sticks
Users are inspired and enabled to talk about your product
They spread the message around the network
SETH GODIN – ‘FLIPPING THE FUNNEL’
91 90
Every community has super-users – high authority, highly active
Know who they are
USERS ARE PEOPLE
FORRESTER SOCIAL TECHNOGRAPHICS
Super-users
Interact/ Advocate
Browse
Drive-by
Distributed/Shared content
Dat
a
Social Plug-ins
The Like Button
• More than 400 million active users• 50% of our active users log on to Facebook in any given day• Average user has 130 friends• People spend over 500 billion minutes per month on Facebook• Average user is connected to 60 pages, groups and events• Average user creates 70 pieces of content each month• More than 25 billion pieces of content shared each month.• More than 100 million active users accessing Facebook through mobile
http://www.flickr.com/photos/streamishmc/
A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
# #ff RT
AN ECOSYSTEM WHERE USERS CREATE VALUE
MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATIONStatus, Notes, Pictures, Videos
TV
80% increase in quotes…600,000+ Facebook FansCPA reduced by 73%...Brand Awareness from 20% to 59%
SOCIAL IDEA NOT SOCIAL MEDIA
Compare The Meerkat
HT http://ameliatorode.typepad.com/
4th most viewed film on Nike Football channel
600,000+ views - more than twice the number of views as the Nike Five TV ad
CREATING SPREADABLE CONTENT
“If it doesn’t spread, it’s dead” Henry Jenkins, MIT
NEW WAYS OF COLLABORATING
1.2 million ideas for flavours1.1 million votes cast
Winner got £50K and 1% of future saleshttp://www.walkers.co.uk/flavours/#
Walkers ‘Do Us A Flavour’
INVOLVING YOUR CUSTOMERS
“A community site for writers, readers and publishers, conceived and developed by book editors at HarperCollins. We want to flush out the brightest, freshest new literature around”
http://www.authonomy.com/
HARPER COLLINS AUTHONOMY
http://www.twittertim.es/
NEW WAYS OF FILTERING CONTENT
http://vizlab.nytimes.com/
NEW WAYS OF REPORTING
“Throughout Election Day, NYTimes.com readers submitted the words that best described their moods. This page updated hourly with the most popular choices.”
“Trendsmap.com is a real-time mapping of Twitter trends across the world. See what the global, collective mass of humanity are discussing right now.”
…AND SEE WHAT’S GOING ON, RIGHT NOW
http://www.nytimes.com/packages/html/nyregion/1-in-8-million/
The NYT is the 2nd most linked to site by
bloggers
NEW FORMS OF STORYTELLING
Literature meets gaming
NEW FORMS OF STORYTELLING
Zappos is a company set up entirely around customer serviceIt uses Twitter for employees to communicate with customers about their
shared love of footwear.
CEO Tony Hsieh uses his blog and twitter to communicate direct to customers
ZAPPOS
http://www.zappos.com/map/
Let people watch other people buy stuffand then link it through to the store...
NEW WAYS TO SELL STUFF
Zappos was sold to Amazon last year for $1.2BN
http://www.nationofgo.com/#/explore
BF Goodrich - driver communitiesaround maps using geo-tagged mobile tools
NEW WAYS TO USE GEOLOCATION
A new kind of rewards
programme using Foursquare
http://foursquare.com/businesses/
AND REWARD PEOPLE…
NEW WAYS TO ADD VALUE
The Gilt Group
“Luxury designers and fashion brands at prices up to 70%
off retail.”
2 million membersdisproportionately young
and high-income
$170 million in 2 years
http://designbyme.lego.com/en-us/default.aspx
NEW WAYS TO INVOLVE
NEW WAYS TO MAKE DATA USEFUL
“Every day, millions of people share how they feel with the people who matter the most in their lives through status updates on Facebook. These updates are tiny windows into how people are doing…Grouped together, these updates are indicative of how we are
collectively feeling”
…AND SEE THE INTANGIBLE
http://apps.facebook.com/usa_gnh/
“US Gross National Happiness”
HAVING FUN
Almost 12 million views
2m views in less than 2 weeks
25,000 people
200K documents
CONTENT API & DATA STORE
Voterpower.org
COLLABORATIVE PLATFORMS
users can tweet a candidate from within a politics page.
Find out who is talking about the story on Twitter and tweet the story from within the page
@anywhere PROTOTYPES
OPEN EXPERIMENTATION
sample hovercard for a political candidate
GUARDIAN FOOTBALL FAN NETWORK
FACILITATING CONVERSATION
“We are edging away from the binary sterility of the debate between mainstream media and new forms which were supposed to replace us. We feel as if we are edging towards a new world in which we bring important things to the table –
editing; reporting; areas of expertise; access; a title, or brand, that people trust; ethical professional standards and an extremely large community of readers.”
Alan Rusbridger
http://bit.ly/alanrusbridger
COMMUNITY & INNOVATION
OR…
IGNORE CHANGE AND CHANGE WILL IGNORE YOU
http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html
• Organisations feel bombarded by change
• Many are struggling to keep up
• The gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006.
WHY IS INNOVATION IMPORTANT?
US Patents Granted 1870 - 2005
ACCELERATING CHANGE
ACCELERATING QUANTITY
The capacity of processing doubles every two yearsThe capabilities of many digital electronic devices are strongly linked to Moore's law
ACCELERATING CAPABILITY - MOORE’S LAW
ACCELERATING CHANGE
Ray Kurzweil - accelerating change is a perceived increase in the rate of technological (and sometimes social and cultural) progress throughout history
ACCELERATING CHANGE
ACCELERATING ADOPTION
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Participation
Value creation
Doing things for/with people
Tangible value
Behavior
http://garethkay.typepad.com/
THIS MEANS INNOVATION HAS NEVER BEEN SO IMPORTANT
SO WHY DO MOST ESTABLISHED ORGANISATIONS FIND IT DIFFICULT TO INNOVATE?
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
CURRY’S PARADOX
• We see what we want to see, we make assumptions without thinking about it• Assumptions are a way of our brains helping us to be efficient
‘TOXIC ASSUMPTIONS’
…and that people out there really care about the stuff you're producing
The kind of assumptions that are deeply inherent and deeply unchallenged
…like the fact that there will always be a market for what you do
…established businesses often use existing cost base assumptions as the start point for innovating product rather than thinking how it might innovate its cost
base to enable a totally new form of product…
REAL INNOVATION DOES NOT FOLLOW RULES
http://www.savagechickens.com/2007/07
“Necessity does not drive invention. Rather, new inventions come along and mess up every one's life. They would, for the most part, prefer that
they went away entirely.”
REAL INNOVATION IS DISRUPTIVE
Michael Rosenblum
http://rosenblumtv.wordpress.com/2007/02/24/the-ice-story/
"The issue is not discovery. The real issue is organisational, and the only advice that can prove helpful to established firms is how to overcome the organisational obstacles that
hamper the implementation of new business models."
• Without the benefit of a disruptive technological innovation, it is extremely difficult for any organisation to enter a market where established players are dominant
• So it is increasingly about business-model innovation as well
• Established companies find it difficult to innovate in this way
• The majority of business-model innovations end up being introduced by newcomers to the market
• Many business model innovations do not make economic sense for the business
INNOVATION OFTEN DOESN’T MAKE SENSE
SO IN ORDER TO INNOVATE SUCCESSFULLY, WE OFTEN NEED TO CHANGE OUR THINKING
WHAT IS INNOVATION?http://www.flickr.com/photos/fabiano/
INVENTIONINNOVATIONDIFFUSION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
'the creation of a new idea or process’
INVENTION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
'arranging the economic requirements for implementing an invention’
http://www.flickr.com/photos/thomashawk/
…or the commercialisation of that idea or process
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
'adoption and imitation’
DIFFUSION
http://www.flickr.com/photos/airosan/http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
“Since around 2000, we let engineers spend 20% of their time working on whatever they want, and we trust they’ll build interesting things.
After Sept 11, one of our researchers, Krishna Bharat, would go to 10 or 15 news sites each day looking for information about the case. And he thought, why don’t I write a programme to do this?
So Krishna, who’s an expert in artificial intelligence, used a Web crawler to cluster articles. He later e-mailed it around the company.
My office mate and I got it, and we were like, ‘This isn’t just a cool little tool for Krishna. We could add more sources and build this into a great product. That’s how Google News came about. Krishna did not intend to build a product, but he accidentally gave us the idea for one.”
Marissa Mayer, VP of Search Product and User Experience, Google
INSPIRATION
INNOVATION
INVENTION
A computer-generated news site that aggregates headlines from more than 4,500 English-language news sources worldwide, groups similar stories together and
displays them according to each reader's personalised interests.
THE MASTER OF INNOVATION OF
IMITATION?
THE IPHONE WASN’T THE FIRST
TOUCHSCREEN PHONE
The first commercially released personal music player capable of handling MP3 files was the MPMan F10, manufactured by Korea's Saehan Information
Systems and launched in March 1998.
THE IPOD WASN’T THE FIRST MP3 PLAYER
ARTFUL IMITATION
Imitating and reinterpreting the right thing, in the right way at the right time.
Whilst it is innovation that brings new things into the world, it is often imitation
that spreads them
Three separate roles (might be fulfilled by a single person) in the innovation process:
• The capitalist who provides the money
• The inventor who creates the idea
• The entrepreneur who adapts the idea, brings it to market, and commercialises it
Each role is a different task, requiring different skills.
THE ROLES WITHIN THE INNOVATION PROCESS
http://www.flickr.com/photos/paopix/
WHAT IF YOUR CUSTOMERS FULFILLED ONE OR MORE OF
THOSE ROLES?
Customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.
MYSTARBUCKS IDEA
http://www.ideastorm.com/
• 60,000 participants in the IdeaStorm community• They have contributed 12,743 ideas, posted 87,159 comments, promoted ideas 693,670 times• And of those ideas 385 have been implemented
Suggestions for changes to keyboard layouts to Dell Mini netbooks and launching products for world aids project product #Red have all come via this social avenue.
DELL IDEASTORM
KICKSTARTER
“It’s about creating a marketplace”
“Kiva's mission is to connect people, through lending, for the sake of alleviating poverty. Kiva empowers individuals to lend to an entrepreneur across the globe. By combining microfinance with the internet,
Kiva is creating a global community of people connected through lending”
As of November 2009, Kiva has facilitated over $100 million in loans
KIVA
LOCAL MOTORS – A COMPANY STRUCTURED AROUND A COMMUNITY
• Open-source, distributed car company• Community of 3,600 contributors submitted 44,000 designs• Build and sell through network of local centres• Development cycle 5 times faster than traditional car manufacturers• A process which is 100 times less capital intensive
JOHN ROGERS, CEO OF LOCAL MOTORS, ON FIXING THE AUTOMOTIVE INDUSTRY
http://neilperkin.typepad.com/only_dead_fish/2010/02/democratising-industry.html
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was
about technology, but it's not.“
Seth Godin
IT’S NOT ABOUT THE TECHNOLOGY
Image: http://www.gapingvoid.com/
http://www.flickr.com/photos/sulamith/
If the information revolution succeeds the standalone desktop computer will eventually vanish. Its chips, its lines of connection, even its visual interfaces will submerge into our environment until we
are no longer conscious of their presence (except when they fail)
Kevin Kelly
ONE FINAL THOUGHT
As the web expands it disappears
Channels blur
‘Online’ becomes meaningless
‘Social’ is everywhere
http://www.flickr.com/photos/alphadslr/
http://icanread.tumblr.com/post/82501725
neilperkin.typepad.comhttp://twitter.com/neilperkin
Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/
