connectivity serving multi-audiences multi- ways with multi-strategies lee rainie director – pew...

CONNECTIVITY Serving multi-audiences multi-ways with multi-strategies

Lee RainieDirector – Pew Internet ProjectDigitalNow – Association Leadership conferenceOrlando, FL4.9.10

April 9, 2010 2New association user

New information ecosystem: Then and Now

Industrial Age

Info was:

Scarce

Expensive

Institutionally oriented

Designed for consumption

Information Age

Info is:

Abundant

Cheap

Personally oriented

Designed for participation

April 9, 2010 3New association user

2000

46% of adults use internet

5% with broadband at home

50% own a cell phone

0% connect to internet wirelessly

<10% use “cloud”

= slow, stationary connections built around my

computer

The internet is the change agent Then and now

2010

75% of adults use internet

62% have broadband at home

80% own a cell phone

53% connect to internet wirelessly

>two-thirds use “cloud”

= fast, mobile connections built around outside servers and

storage

April 9, 2010 4New association user

Media ecology – then (industrial age)Product Route to home Display Local storage

TV stations phone TV Cassette/ 8-track

broadcast TV radio

broadcast radio stereo Vinyl album

News mail

Advertising newspaper delivery phone

paper

Radio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein & Co

April 9, 2010 5New association user

Media ecology – now (information age)Product Route to home Display Local storage

cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console

game console paperSatellite radio e-reader / Kindle storage sticks/disks

tablet / iPad e-reader/Kindletablet / iPad

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

48% of adults own laptops – up from 30% in 2006

37% of adults own DVRs – up from 3% in 2002

18% of adults own personal gaming devices

37% of adults own game consoles

43% of adults own MP3 players – up from 11% in 2005

April 9, 2010 6New association user

Media ecology – now (information age)Product Route to home Display Local storage

cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console

game console paperSatellite radio e-reader / Kindle storage sticks/disks

e-reader/Kindle

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

… and this all affects social networks1) their composition

2) the way people use them3) their importance

4) the way associations can play a part in them

April 9, 2010 7New association user

Behold the idea of networked individualismBarry Wellman – University of Toronto

The turn by people from groups to social networks = a new social operating system = a new way to serve them

April 9, 2010 8New association user

Technology has helped people change their networks

• Bigger• Looser• More segmented • More layered

=• More liberated• More work• More important as sources of support and

information, filters, curators, audience

April 9, 2010 9New association user

Punchline #1

You and your organizations can act like nodes in

people’s networks

April 9, 2010 10New association user

Punchline #2

You can take more advantage of people being nodes in your

network

April 9, 2010 12New association user

9 ways the inform and influence ecosystem has changed in the digital age

April 9, 2010 13New association user

Information ecosystem change – 1

Volume of information grows

April 9, 2010 14New association user

April 9, 2010 15New association user

Information ecosystem change – 2

The variety of info sources increases and democratizes and the visibility of new creators is enhanced in the age of “social media.”

April 9, 2010 16New association user

Social networking

56% of online adults use social network sites

73% of online teens use them

April 9, 2010 17New association user

Picture sharing

~50% of online adults post pictures online~70% of online teens do that

April 9, 2010 18New association user

Posting comments on websites/blogs

26% of adults post comments on sites

April 9, 2010 19New association user

Twitter

21% of adults use Twitter or other status update methods

8% of teens use them

April 9, 2010 20New association user

Blogs

11% of online adults keep blogs14% of online teens keep them

>40% of internet users read blogs

Information ecosystem change – 3

People’s vigilance for information changes in two directions:

1) attention is truncated (Linda Stone)

2) attention is elongated (Andrew Keen; Terry Fisher)

April 9, 2010 22New association user

Information ecosystem change – 4

Velocity of information increases and smart mobs emerge

84% of online adults are in group with online presence~50% belong to listservs or regular group emails

~40% get email or text alerts

April 9, 2010 23New association user

Information ecosystem change – 5

Venues of intersecting with information and people multiply and the availability of information expands to all hours of the day and all places people are

April 9, 2010 24New association user

Information ecosystem change – 6

The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact

-- Metaverse Roadmap Project

1) Augmented Reality

April 9, 2010 25New association user

Information ecosystem change – 6

The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact

-- Metaverse Roadmap Project

2) Mirror Worlds

April 9, 2010 26New association user

Information ecosystem change – 7

Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us”

~40% of online adults get RSS feeds ~35% customize webpages

April 9, 2010 27New association user

Information ecosystem change – 8

Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligence asserts itself

31% of online adults rated person, product services

April 9, 2010 28New association user

Information ecosystem change – 9

Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold.

April 9, 2010 29New association user

Networked Individuals … have a different …

• Sense of information availability – it’s ambient and “I control the playlist”

• Sense of time – it’s oriented around “continuous partial attention” and then intense digging

• Sense of community and connection – it’s about “absent presence” as much as its about “membership”

• Sense of the rewards and challenges of networking for social, economic, political, and cultural purposes – new layers and new audiences

April 9, 2010 30New association user

Punchline #3

This changes the old notion that

information and influence follow a

2-step process

April 9, 2010 31New association user

A general new pattern of communication and influence for organizations – follow the 5 As

• ID acolytes (influentials)

• Invite attention (alerts, updates)

• Offer pathways to info acquisition (link love and conversations)

• Help with assessment (build your brand)

• Enable action (tools for participation and feedback)

April 9, 2010 32New association user

Why good social networks (and social networking) matter

• Healthier• Wealthier• Happier• More civically engaged = better communities

-----------------------------• Diversity makes a difference – you creating

“bridging” and “bonding” social capital• Size of network makes a difference – you add to

people’s deposits of social capital

April 9, 2010 33New association user

Thank you!

Lee Rainie

Director

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036

Email: Lrainie@pewinternet.org

Twitter: http://twitter.com/lrainie

202-419-4500