Content And Community

CONTENT & COMMUNITY

HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION

OF CONTENT

neilperkin.typepad.comImage courtesy http://pleaseenjoy.com/

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

http://www.flickr.com/photos/marthaburzynski/

IS THIS REALLY SUCH A BIG DEAL?

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

THE RELATIONSHIP IS NO LONGER LINEAR

http://www.flickr.com/photos/timothyschenck/

THE VALUE EQUATION IS CHANGING

Content = Attention

Content, tools, services

= Attention, participation, interaction,

content

http://www.flickr.com/photos/wespionage/

http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

WE HAVE TO RELEARN WHAT WE THINK WE KNOW

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?

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

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/

PEOPLE NOT 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

Blog Her/Compass Partners Social Media Study

UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT

http://www.flickr.com/photos/streamishmc/

A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS

NETWORKED NOT LINEAR

http://www.flickr.com/photos/arbegofoto/

Models built on ubiquity not scarcity

“Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now.”

Ian Rogers

Social media thinking has to run through the organisation

Loosely-coupled value chains that include users as value creators

FREE FLOWING NOT STATIC

“Content Ubiquity” Peter Chernin, News Corp

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

MULTIPLE TOUCHPOINTS

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

Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/

NEW JOURNALISM – 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

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/

91 90

Every community has super-users – high authority, highly active

Know who they are

Interaction

Participation

Value

Value

Engagement

Data

User

Producer Shared content

Distributed content

Drive-by

Browse

Interact

Superusers

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’

VIDEO DIDN’T KILL THE RADIO STAR

…BUT SOCIAL MEDIA HAS CHANGED COMMUNICATIONS FOR GOOD

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/

http://www.youtube.com/watch?v=2lXh2n0aPyw

HAVING FUN

2m views in less than 2 weeks

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

Fourth 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

Nike Five and ‘nutmegging’

http://www.twittertim.es/

NEW WAYS OF FILTERING CONTENT

http://blog.newspaperclub.co.uk/

NEW WAYS OF PRESENTING 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.”

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

http://www.zappos.com/map/

Let people watch other people buy stuffand then link it through to the store...

NEW WAYS TO SELL STUFF

NEW WAYS TO DO CREDS

The agency without a website

http://www.nationofgo.com/#/explore

BF Goodrich - driver communitiesaround maps using geo-tagged mobile tools

NEW WAYS TO USE GEOLOCATION

NEW WAYS TO ADD VALUE

http://designbyme.lego.com/en-us/default.aspx

NEW WAYS TO INVOLVE

NEW WAYS TO MAKE DATA USEFUL

“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

“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”

“a way of creating an elegant and intuitive way to count and communicate the personal statistics generated by each of us

every day”http://daytum.com/

…AND COLLECT AND SHARE PERSONAL DATA STREAMS

…OR USEFUL DATA FROM OBJECTS

…AND THAT’S WHEN IT GETS REALLY SCARY

Russell made the point that this all gets really interesting (or scary, depending on your point of view) as more products start emiting data streams, as objects start communicating and get more informationally connected, and that this is what advertising and marketing and media people really need to get afeared by: "

“All this web stuff is going to look like a picnic compared to the horrors that will be dealt to the agency and media businesses when every product has a

communications channel built right in.”

Russell Davies

Objects become informationally connected, start communicating, emitting data streams

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.com

http://twitter.com/neilperkin

Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/