WHAT’S NEXT IN MEDIA Neil Perkin Only Dead Fish http:// neilperkin.typepad.com/ HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD
Jan 03, 2016
WHAT’S NEXT IN MEDIANeil Perkin
Only Dead Fish
http://neilperkin.typepad.com/
HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD
1HOW MEDIA IS CHANGING FOREVER
SOCIAL MEDIA HAS BECOME UBIQUITOUS
184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
BUT THIS ISN’T THE POINT
SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS
Social dimensions are paramount to most people
….and most forms of entertainment
Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.”
Clay Shirky
BUT THIS ISN’T THE POINT EITHER
SOCIAL MEDIA IS COUNTER-INTUITIVE TO
COMMUNICATIONS MEDIA
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the consumer / Adding
value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS MEDIA SOCIAL MEDIA
“THE PHYSICS OF MEDIA ARE CHANGING”*
Limited distribution channels
Abundant attention
Unlimited distribution
Attention scarcity
*http://www.fistfulayen.com/blog/?p=147
“See, I’m kind of tired of people talking about how newspapers are going through a ‘transition’. As in, ‘we just need to get through this
transition.’Transitions have beginnings, middles and ends. Transitions
eventually stop and you get a chance to take a breath and say, ‘cool, we survived.’”
Howard Owens
THE CHANGES ARE FUNDAMENTAL AND PERMANENT
http://www.flickr.com/photos/timothyschenck/
So this requires
a different mindset
different approaches
different ways of working
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
2HOW THE RELATIONSHIP WITH YOUR AUDIENCE HAS CHANGED FOREVER
Control is shared
EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
The means of production and distribution are now free (Moore’s Law)
http://www.flickr.com/photos/esparta/
Models based on linear distribution are being disrupted by networked models
MILLIONS OF CONNECTIONS
“The web is a subset of humans interacting”
Sir Tim Berners-Lee
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS
AND YOU CAN’T CONTROL THEM
They’re discussing the subjects you write aboutThey’re writing reference entries on Wikipedia about themThey’re documenting them on Flickr and video sharing sitesThey’re showing what subjects they like the most on social bookmarking sites
TODAYS USERS ARE CREATING HUGE AMOUNTS OF VALUE
http://www.flickr.com/photos/artsyt/
AND MOST MEDIA IS IGNORING IT
“We’ve been too busy trying to dictate the experience, building walls, obsessing over the gates rather than the
experience”Ian Rogers
Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/
THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services
= Attention, participation, interaction,
content
http://www.flickr.com/photos/wespionage/
COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC
Higher repeat visits
More Loyal Users
Higher levels of interactionMore useful site
More content
More traffic
More links
More authority
THE RESULT OF AN ENGAGED COMMUNITY
ONLINE COMMUNITIES CAN BE A PUZZLE
www.spy.org.es/upload/actuacion/imagen-35.jpg
ONLINE COMMUNITIES CAN BE A PUZZLE
UNTIL YOU REMEMBER THEY ARE ALL HUMAN
www.spy.org.es/upload/actuacion/imagen-35.jpg
ONLINE COMMUNITIES CAN BE A PUZZLE
UNTIL YOU REMEMBER THEY ARE ALL HUMAN
AND STOP TRYING TO CONTROL THEM
www.spy.org.es/upload/actuacion/imagen-35.jpg
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
UNDERSTAND HOW THEY WORK
91 90
Every community has super-users – high authority, highly active
Know who they are
“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/
http://www.flickr.com/photos/twenty_questions/
Act on their feedbackEncourage discussion, be a part of it
LISTEN
Understand what they are trying to doCreat tools and content to help them do it
Interact with them, engage with them, respect them
AND ADD VALUE
http://www.flickr.com/photos/artsyt/
Blog Her/Compass Partners 2008 Social Media Study
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
3WHAT THIS MEANS FOR THE WAY MEDIA COMPANIES SHOULD WORK
Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/
http://www.flickr.com/photos/jonasj/
AND WHAT YOU CAN DO FOR THAT COMMUNITY
"...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part
of a network." Alfred Hermida, reportr.net
Be Useful
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
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/jairo_abud/
“Do what you do best and link to the rest” Jeff Jarvis
THE LINK IS THE CURRENCY OF SOCIAL MEDIA. USE IT.
"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
AND IT’S NOT ABOUT THE TECHNOLOGY
Image: http://www.gapingvoid.com/
WHAT THIS MEANS - NETWORKED MEDIA
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
WHAT THIS MEANS – FREE FLOWING CONTENT
“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
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’
LINEAR
Scheduled
Appointment
Sit back
Messages
NETWORKED
On demand
Whenever, wherever
Participative
Experiences
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)
BRAND
COMPONENT BASED APPROACH TO CONTENT DISTRIBUTION
COMMERCIALLY DRIVEN DISTRIBUTED CONTENT
THE URBANISTA DIARIES
WIDGETS
LEVERAGE YOUR CONSUMER INSIGHT
“Good insight helps you know what your customers need before they know themselves.”
Matthew Milan, Critical Mass
Listen to your community
Use the feedback and insight to shape what you do
Reframe problems, Identify ‘swells’ in your market
http://experiencematters.criticalmass.com/
COMMUNITY GENERATED CONTENT
“The Sound Index is a massive index of the hottest bands and
tracks that are being talked about on the internet right
now.”
http://www.bbc.co.uk/soundindex/
http://www.flickr.com/photos/xurble/
WHAT ELSE?
Hyper-targeting, improved relevancy
Smarter content tagging solutions
Improved personalisation of content
Application of behavioural solutions
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
THINK ABOUT HOW YOU MEASURE
It’s not all about page impressions
Broader use of hard metrics – users, time spent, interactions, pass-alongs
…combined with digital ethnographic measures
ACCEPT UNCERTAINTY
Image: http://russelldavies.typepad.com/planning/
Be flexible
Experiment more
Embrace failure
AND…
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
THANK YOU
Neil Perkin
Join the debate at… http://neilperkin.typepad.com/
• Universal McCann Comparative Study on Social Media Trends April 2008
http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
• Future Foundation – The Future Of Entertainment
http://neilperkin.typepad.com/only_dead_fish/2007/12/the-future-of-e.html
• BlogHer/Compass Partners Social Media study
http://www.blogher.com/files/BlogHer.CompassPartners.Social%20Media%20Study.ppt.pdf
RESOURCES & CREDITS
Howard Owens
http://www.howardowens.com/
Tim Rosentiel
http://www.journalism.org/
Clay Shirky – Here Comes Everyone, The Power of Organising Without Organisations
http://www.shirky.com/
Wikinomics
http://www.wikinomics.com/blog/
Joseph Jaffe - Join The Conversation
http://www.jaffejuice.com/
David Cushman
http://www.fasterfuture.blogspot.com/
Jeff Jarvis
http://www.buzzmachine.com/
Mark Earls – Herd
http://herd.typepad.com/
Seth Godin – Small Is The New Big
http://sethgodin.typepad.com/seths_blog/
Seth Godin – Purple Cow
http://sethgodin.typepad.com/seths_blog/
Ian Rogers – Yahoo
http://www.fistfulayen.com/blog/
Alfred Hermida – Reportr.net
http://reportr.net/