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Full set of slides from the Amplified Leicester Showcase event, 15 April 2010, Phoenix Square, Leicester, UK www.amplifiedleicester.com
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Amplified Leicester Showcase15 April 2010Phoenix Square Digital Media Centre
Welcome
Ted Cassidy MBE
Head of Regional Partnerships
De Montfort University
Chair of the Board, Phoenix Square
Amplifying Today
Tweeting? Use #ampleic. Sessions will be filmed and put online after
the event. The innovative social media group Amplified
are with us to capture and amplify the conversation using Audioboo, Flickr, Twitter and blogging.
Project Summary
Sue Thomas
Professor of New Media
IOCT & Humanities, DMU
Thilo Boeck
Senior Research Fellow
Centre for Social Action, DMU
Amplified Leicester
A city-wide experiment to explore diversity and innovation build a network across diverse communities create, share and develop new ideas use social media like Facebook and Twitter
as an amplifier
Commissioned and supported by NESTA, an independent body with a mission to make the UK
more innovative.
Inspired by research
Transliteracy (DMU)
The ability to read, write and interact across a range of platforms, tools and media from signing and orality through handwriting, print, TV, radio and film, to digital social
networks.
Inspired by research
The Amplified Individual (IFTF) Highly social Highly collective Highly improvisational Highly augmented
Amplified Individuals possess an unusual set of skills
Examples: High Ping Quotient: responding & reaching
out to others (esp in social media networks). Mobbability: ability to work in large groups;
to organize & collaborate with many people simultaneously.
Longbroading: thinking in terms of higher-level systems, massively multiple cycles, and the very big picture.
Inspired by research
Social Networks– Social networks tend to magnify whatever they
are seeded with– Social networks are creative and what these
networks create does not belong to any one individual. It is shared by all those in the network
Social Capital– ‘It’s not what you know, it’s who you know’– The notion of ‘glue’ and ‘resources’
Transliteracy in the network
Inspired by Leicester
In 100BC the Belgae settled here followed by Romans, Danes & Normans
Today, population <300,000 40% ethnic minority background About 240 faith groups across 14 different
faiths 16% of people in Leicester prefer to speak
Gujarati, 3% Punjabi, and 2% Urdu. 81% prefer to speak English
One Leicester Summary of key facts: 2008
Project Objectives
Develop a transferable model for amplifying a diverse city’s grassroots innovation capacity through connecting diverse communities through key individuals
Provide practical examples of how collaborative technologies can be exploited in a city context
Resources
Partners NESTA (Funder) DMU Institute of
Creative Technologies Phoenix Square Leicester Mercury Harvey Ingrams LLP Citizens’ Eye
People Uniqueness of Leicester Project Team Advisory Group Participants
– 43 applied– 30 selected– 24 still active
The Team
Advisory Group
De Montfort University Harvey Ingram LLP Institute for the Future of the Book iQubed Lord Judd of Portsea Phoenix Square Sleepydog Unleashing Enterprise
Participation was free of charge and by application
Open-minded, enthusiastic and curious. Interested in working and sharing ideas with
other people Willing to try new activities and technologies Able to take part in the whole programme Able to access the internet regularly A resident of / working in the city of Leicester Proficient in English. Over the age of 18. No formal qualifications needed.
The opportunity to learn how to:
Manage the stream of information which bombards us every day
Generate, share & develop new ideas quickly Make the most of different kinds of capital –
social, economic, creative, personal Think like a futurist Organise and collaborate better Be persuasive in different situations….and more
The Participants
Six Month Programme
Fortnightly private meetings of 3 hrs + group lunch
Focus on qualities of Amplified Individual Practical workshops + visiting speakers e.g.
– JP Rangaswami, Chief Scientist, BT– Duncan Wilson, Arup Foresight– Andy Miah, Prof in Ethics & Emerging
Technology– Chris Meade, Institute for the Future of the
Book
There was an ongoing spirit of collaboration within the group
They said…
“A fantastic opportunity to participate in a diverse group of people to hopefully achieve lasting positive amplification of our city.” Gary McCarthy
“I could share my knowledge with others inside and outside the project”. Sarah Eaton
“Amplified Leicester has re-awakened my desire to push the boundaries of communication and innovation in whole new direction.” Darren Hines
“I learned that you often know more than you think - you just don't know it.” Farhana Shaikh
Research Findings
Group Process
Most of participants (70%) consider themselves to be a mixture of ‘offline and online’ person.
A quarter of the participants consider themselves to be a mostly ‘online’ person.
The majority (65%) of participants found the group work most useful.
35% finding a mixture of online and group work as being the most useful processes.
Amplification
Participants have been developing new skills that enable them to thrive in an increasingly complex and collaborative work culture.
Participants identify substantial improvements in their amplification.
Some of the strongest shifts can be observed in influency, multi-capitalism, cooperation radar, signal/noise management and longbroading.
Diversity
Two elements of diversity: The personal dynamics and group dynamics
between diverse people which reflects issues of cohesion
The fluid and deep diversity which nurtures a group to be innovative.
Our project suggests that these have to be differentiated.
Trust
85% of the participants would say that the trust between members is average to high.
15% say that it is low (we explored this further in individual interviews)
Trust within the group/ trust between group and advisory group and project team is an important element
Moving Forward
Social networks grow and evolve. All sorts of things flow and move within them
Through social networks people can transcend themselves and their own limitations
Dissemination and contagion
The Model
A trusted collaborative space where deep diversity flourishes, ideas flow, and social media connects.
Process
Step one: Cocoon The Consciously Amplified Group
Step two: Emergence From the Amplified Group to the Amplified
City
Emergence
Today we go public Our new online community is hosted by
Amplified Leicester participants at www.amplifiedleicester.com
Fortnightly free talks start next week with Josie Fraser asking ‘Is Privacy Dead?’
Our miniprojects are reaching into the city and invite your participation
“A great experience to realise that so many can get together through varying mediums to influence and change things. Amazing. Certainly changed my life.” Ian Davies
Miniprojects
Introduced by Ishi Khan-Jackson
Leicester Guerrilla QR code project (Sarah Eaton & Mike Wilkinson)
#Leicester on the Map (Ben Ravilious) The Leicester Family (Farhana Shaikh)
Amplified Leicester
The Leicester Guerrilla QR Project
Mike Wilkinson and Sarah Eaton
What is a QR code?
Been around since 1994
Very popular in Far East
Encodes information URLs Geographical location Name address, vcard Text SMS message
Here are some examples
Providing information
Location and Environment
Why are QR codes exciting?
Increase in mobile internet
Interest in Geo-location applications
Bridges the real and virtual worlds
Cheap and easily accessible
Big internet players are starting to use them
Back to the beginning..
Starting point – An Amplified Leicester exercise
Social media use to develop the idea
Usage of QR codes
End point Mini-project proposal
Mini-project
Small pilot project
Delay due to legal queries
Other concepts developed The CQART demonstration The Foursquare venue poster
Pilot proved QR codes potential but more impact required
Leicester Mercury Interest
Approached Keith Perch Editor Leicester Mercury Advisor on Amplified Leicester Board Keen Social Media User
One Project identified for collaboration
Walk of Fame Project
Series of plaques showing nine famous Leicester people
Unveiling on St George’s day 25th April 2010
Cultural Quarter Business Association Interested
Awaiting a response from City Council
Leicester On The Map
An independent online PR network to promote the City of Leicester
Ben RaviliousDirector, Ultimateweb LtdCampaigns Manager, Leicester Civic Society
Our Pitch
“A cultural treasure trove that’s waiting to be explored” – OneLeicester.com
“A place with big ideas. A place where businesses thrive. Where communities come together. A place where people want to live.” – Prospect Leicestershire
“Leicester is a city bursting at the seams with arts, culture, festivals, attractions, shopping and food and drink.” – GoLeicestershire.com
Our Moaning!
“Leicester is a terrible place to live, the city centre is a no go zone and most people there have no ambition”
“It is such a badly-run, filthy, dangerous and generally disgusting place (the sink-estate capital of the world)”
(both comments on Leicester Mercury articles)
What Can We Do?
Don’t just leave it to our official promotion agencies
Individuals talking up the city are an essential part of the toolkit
Think about how you would describe Leicester to a visitor
Using Social Media
Fast becoming the way to organise campaigns
Allows quick collaboration with a large number of people
Works best as a grass roots rather than top-down medium
Huge variety of tools available
Ways to Promote Leicester
Amplify positive new stories and campaigns for Leicester via your networks.
Expand your own influence on Facebook, Twitter, LinkedIn, etc
Challenge negative stories, comments or opinions about Leicester
Pass it on!
LOTM Website
Leicester on the World Map
(Twitter/ Google Maps mashup by Ben Marsh, developer of #uksnow site)
Over to You
www.LeicesterOnTheMap.org.uk
Become an online ambassador for your city!
Thanks to: -Prof Sue Thomas + Amplified Leicester team & participants, Howard Swift & Nick Carter (Prospect Leicestershire), Simon Gribbon (Leicester Shire Promotions), Ben Marsh, Jennifer Jones, Farhana Shaikh, Laurel Davis-Lyons (Hopwood PR), John Coster (Citizen’s Eye), Sarah Harrison (City Centre Director)
Ben Ravilious [email protected]
Leicester Family Mini Project
Farhana Shaikh,
Writer and Editor
with
Sharon Bown, Extended Schools Coordinator
Leicester Family Mini Project
A social media project exploring the realities of
family life in the city
Leicester Family Mini project http://www.leicesterfamily.org
Social Media
Facebook Flickr Twitter Myspace Youtube Ning Blogging network
Book: Pilot Edition
Launching today Crowdsourced via
social media Consists of photos,
written word and video Layering of past,
present & future
Future Plans
Extend pilot out to schools and community groups
Reinforce social media links with face to face contact
Host family craft day Open to ideas
Tea Break!
Screen Lounge
Please be seated again by 3.30
Participant Panel
Sharon Bown Countesthorpe Cluster of Schools
Ian Davies Photographer & Writer Laura Horton Regional Equality & Diversity
Partnership Inspector Bill Knopp Leicestershire
Constabulary Joy Marsden Joy Marsden Training &
Development Simon Parker Leicester Libraries & Citizens'
Eye
Sharon Bown
Countesthorpe Cluster of Schools
Ian Davies
InfluenceEveryone's doing it!!!
Frustrati
on
Diversity!
World domination
Inspector Bill Knopp
Simon Parker
Participant Panel
Sharon Bown Countesthorpe Cluster of Schools
Ian Davies Photographer & Writer Laura Horton Regional Equality & Diversity
Partnership Inspector Bill Knopp Leicestershire
Constabulary Joy Marsden Joy Marsden Training &
Development Simon Parker Leicester Libraries & Citizens'
Eye
Keynote
Andrea Saveri
'Amplified Leicester and the Resilience Imperative'
Introduced by
Professor Andrew Hugill
Director, Institute of Creative Technologies
De Montfort University
Amplified Leicester and the
Resilience Imperative
Andrea Saveri
Amplified Leicester Showcase, April 15, 2010Phoenix Square Digital Media Centre
Leicestershire, UK
Saveri Consulting 2010
Saveri Consulting 2010
A Call to Action
To develop flexible response capacities…
…for a new, complex problem space.
Saveri Consulting 2010
Global Consumption
Financial Crisishttp://www.flickr.com/photos/andresrueda/3027534098/sizes/o/
Water
http://www.flickr.com/photos/julien_harneis/589759829/sizes/o/
A Shift in Response Tools
Saveri Consulting 2010
Future
Pattern Based
Intuitive
Generative
Valid Solutions
Novel Practice
Past
Fact Based
Analytical
Reductionist
Reliable Solutions
Best Practice
Amplified Communities
Use social media…
…to generate new patterns, reconfigure, and learn.
Saveri Consulting 2010
A Culture of Resilience
Network PowerDesign CapitalTransformation Outlook
Saveri Consulting 2010
Network Power
Ability to use social media to coordinate people, resources, and information to catalyze group action.
Saveri Consulting 2010
Sources of Power
Saveri Consulting 2010
Content FacilitationTransactions
Design Capital
Practices and relationships that enable human-focused, system-wide problem solving.
Saveri Consulting 2010
Saveri Consulting 2010
www.flickr.com/photos/sue_thomas/4274031373/sizes/o/in/set-72157621895358974/
PrototypingEmpathy
Transformation Outlook
A growth mindset for engaging with change and a mythology of interdependence.
Saveri Consulting 2010
Mindsets Frame Interpretation Carol Dweck – Stanford University
Saveri Consulting 2010
Talents & abilities carved in stone
Proving oneself
Shun resources
Outcomes
Fixed Talents & abilities cultivated over time
Improving oneself
Open to resources
Process, effort
Growth
Failure: An Action not Identity
Saveri Consulting 2010
A way to structure resources, options, new relationships
Feedback on how/what not whohttp://www.flickr.com/photos/smemon/4497590005/sizes/o/
Reveal the work of change
Saveri Consulting 2010
• Reward & honor effort and process
• Adjust timeframe
• Revise metrics of success- new connections, resources, assets
A Mythology of Interdependence
Saveri Consulting 2010
“Myths struggle to catch up with our reality.” Paul Saffo
http://www.flickr.com/photos/juhansonin/407874864/sizes/o/
Role for Social Media
Saveri Consulting 2010
• Make transformation visible- map projects, partners, networks
• Reveal the process: wikis, blogs
• Open for feedback
• Narrate interdependence
Amplified Leicester 2010
Saveri Consulting 2010
• Empowered groups
• Community-based prototyping
• Visible process
• Tuning an outlook
• Stories of collaboration
Plenary
Chaired by Ross Grant, Leicester City Councillor
Thilo Boeck, Senior Research Fellow, Centre for Social Action, DMU
Toby Moores, Amplified & CEO Sleepydog Ltd
Vijay Singh Riyait, Sikh Geek & CEO iQubed Sue Thomas, Professor of New Media, IOCT
& Humanities, DMU
Thanks to....
NESTA The team: Thilo Boeck, Ravinder Kaur, Ash
Brown, Lisa McNicoll & Bharti Mistry Phoenix Square The Advisory Group The Amplifiers – Josie Fraser & Steve
Lawson
And, of course, the participants!
Thank you for coming this afternoon.
We hope you have found our work to be informative and inspiring.
Please join us now for drinks and canapes in the Screen Lounge