Week 2 Pub355: Clay Shirky

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Online Marketing: Clay Shirkyby Monique Trottier

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3 Big Lessons

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It’s not the tools, it’s how we use them

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We plan so we can measure...We measure so we can improve.

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The Culture of the Webmeans we behave differently today than pre-internet

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Online marketing is...

• Conversation

• Collaboration

• Community

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Clay Shirky writer, consultant and teacher on the social &

economic effects of internet technologies

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Our Behaviour Is Different Today Than It Was Yesterday

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There are 4 Revolutions in Social History

• The introduction of the printing press (changes reading and writing)

• The telegraph and the telephone (changes communication)

• Recorded media (changes music, records, radio)

• The harnessing of broadcast media (changes how we view images + sound)

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We Are Now Living Through a 5th Revolution: The internet revolution

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This revolution is a combination of the 4 previous revolutions.

• Printing Press: The web brings us Movable Type, Wordpress, ExpressionEngine, Blogger and many other digital printing presses that allow anyone to become a publisher.

• Phone: VOIP, voice over internet protocal, allows for companies like Skype to bring us telephone and teleconferencing.

• Recorded Media: MP3s, RealPlayer and others brought us streaming audio, podcasts and peer-to-peer file exchange.

• Broadcast Media: And the web is images, text and sound.

Key Points

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1. Sharing

2. Conversation

3. Collaboration

4. Collective Action

Freedom of the Press, Freedom of Speech & Freedom of Assembly

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• Think of delicious.com and other social bookmarking tools like StumbleUpon, Google Bookmarks

• Social bookmarking is an example of how we do something for ourselves that benefits the group.

• By social bookmarking, we have an easy way to see our bookmarked webpages from any computer. If we make the list publicly available, then we help others filter for good content based on the wisdom of the crowd. i.e., if more people bookmarked this article vs. that article, then I’ll check out this one first.

• Tagging allows us to see the commonalities, which means tagging becomes a platform for organization.

1. Sharing

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• Example HDR photos: Totally lovely, difficult to produce. In the real world, it used to take 7 years for a technique like that to move into the hands of the masses. With tools like Flickr for online photo sharing, it now takes 3 months.

• Online, groups get better together.

• Comment fields, like tags, are a platform for organization. Threaded conversations are communication and sharing.

2. Conversation

Photo credit: http://www.flickr.com/photos/stuckincustoms/953669278/sizes/s/in/photostream/

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• Shirky uses the example of Aeqisub, which is a group dedicated to captioning Japanese anime and bringing it to the US.

• Another example of collaboration is Wikipedia, where there are 175 different language groups working to add, refine and update wikipedia. In some cases, Wikipedia is the only encyclopedia in that language.

• Both are examples of individuals synching with the group.

3. Collaboration

Photo Source: http://www.flickr.com/photos/mikeeperez/2453225976/sizes/m/in/photostream/

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• The hardest to get going.

• Shirky paraphrases William James, "thinking is for doing." Our brains are for deciding courses of action.

• Publishing is, therefore, a course of action.

• But the media publishes not for action, but for a journalistic notion of the news.

• Bloggers, however, leverage attention to affect change or to reach a shared goal.

• Kiva.org or the Zombie Walk would be good examples.

4. Collective Action

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Shirky points out that in highly democratic environments, new tools are used for entertainment. Whereas in low democratic environments, new tools are a potent element used for collective action.

http://www.flickr.com/photos/wigwam/1460462925/sizes/l/in/photostream/ http://www.flickr.com/photos/irisheyes/5417964426/sizes/o/in/photostream/

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The Tools Have Changed

Source: Darren Barefoothttp://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/

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Points to Remember

• Revolutions happen, and will continue to happen

• The tools don’t change the game, our behaviour changes the game

• Understanding behaviour (or the motivating factors) of why people do certain things is more important than understanding how the tool works

• Conversation, collaboration and community are the fundamentals of online marketing

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Group ExerciseIn groups of 4, you are going to use online collaboration tools to create

a page for a cookbook and share with me. 40 min.

As a group, agree on the type of recipe (appy, main, dessert). 5 min.

Assign each member of your group to a different task (or do together):1. Find a recipe online. 10 min.2. Create a Google doc (http://doc.google.com) (or use another

collaborative document tool) and share with the group. 3.Enter the Recipe Name as the filename. 4. Write the recipe description. 10 min.5. Search for a creative commons photo to use on Flickr.com and

embed it in the Google doc. 5 min.

http://www.flickr.com/search/advanced/

6. List your group member names7. Share with [email protected]

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Next StepsReadings

• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/

• Kelly Mooney and Nita Rollins, Open Brand