neil perkin for london in prague

CONTENT & COMMUNITY

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

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

neilperkin.typepad.com

1. THE BIG CHANGES

2. WHAT IS COMMUNITY (& WHAT IS IT NOT)

3. SOME GREAT COMMUNITY BUILDING EXAMPLES

4. COMMUNITY & INNOVATION

5. BUSINESSES WITH COMMUNITY AT THEIR HEART

WHAT I’M GOING TO TALK TO YOU ABOUT TODAY:

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

IS THIS REALLY SUCH A BIG DEAL?

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

Morgan Stanley Internet Trends Report 2010

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

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

LINEAR NETWORKED

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)

Messages

Sit back

Scheduled

Experiences

Participative

On demand

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

WE HAVE TO RELEARN WHAT WE THINK WE KNOW

THE VALUE EQUATION IS CHANGING

Content = Attention

Content, tools, services= Attention, participation,

interaction, content

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

"The internet is a the great dis-intermediator – it connects everything to everything else…Previously mass media aggregated attention and brands bought it. To earn your own attention you have to do things, create content, that people

elect to spend time with.” Faris Yakob

http://blog.marketing-soc.org.uk/tag/digital/

ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT

“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore

http://emptyla.com/

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS

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?

Blog Her/Compass Partners Social Media Study

MOTIVATIONS ARE DIFFERENT

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/paopix/

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

RECOGNITION AND REWARD

Small things matter. If someone does something good, give them a reward. They might just do it again

“There is a correlation between the amount of time it takes for information to be transmitted, the amount of time it takes to have an effect, and the corresponding cultural decay rate. The real-time web of twitter and facebook has brought the cultural latency rate down to almost zero. In response, companies must act faster, responding in real time, to keep apace with its customers.” Faris Yakob

BE RESPONSIVE

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

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/

IT’S NOT ABOUT THE 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

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

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

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

FREE FLOWING NOT STATIC

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’

91 90

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

Know who they are

USERS ARE PEOPLE

FORRESTER SOCIAL TECHNOGRAPHICS

Super-users

Interact/ Advocate

Browse

Drive-by

Distributed/Shared content

Dat

a

Social Plug-ins

The Like Button

• More than 400 million active users• 50% of our active users log on to Facebook in any given day• Average user has 130 friends• People spend over 500 billion minutes per month on Facebook• Average user is connected to 60 pages, groups and events• Average user creates 70 pieces of content each month• More than 25 billion pieces of content shared each month.• More than 100 million active users accessing Facebook through mobile

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

A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS

# #ff RT

AN ECOSYSTEM WHERE USERS CREATE VALUE

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/

4th 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

“If it doesn’t spread, it’s dead” Henry Jenkins, MIT

NEW WAYS OF COLLABORATING

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

“A community site for writers, readers and publishers, conceived and developed by book editors at HarperCollins. We want to flush out the brightest, freshest new literature around”

http://www.authonomy.com/

HARPER COLLINS AUTHONOMY

http://www.twittertim.es/

NEW WAYS OF FILTERING 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.”

“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

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

NEW WAYS TO DO CREDS

The agency without a website

Zappos is a company set up entirely around customer serviceIt uses Twitter for employees to communicate with customers about their

shared love of footwear.

CEO Tony Hsieh uses his blog and twitter to communicate direct to customers

ZAPPOS

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

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

NEW WAYS TO SELL STUFF

Zappos was sold to Amazon last year for $1.2BN

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

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

NEW WAYS TO USE GEOLOCATION

A new kind of rewards

programme using Foursquare

http://foursquare.com/businesses/

AND REWARD PEOPLE…

NEW WAYS TO ADD VALUE

The Gilt Group

“Luxury designers and fashion brands at prices up to 70%

off retail.”

2 million membersdisproportionately young

and high-income

$170 million in 2 years

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

NEW WAYS TO INVOLVE

NEW WAYS TO MAKE DATA USEFUL

“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”

HAVING FUN

Almost 12 million views

2m views in less than 2 weeks

25,000 people

200K documents

CONTENT API & DATA STORE

Voterpower.org

COLLABORATIVE PLATFORMS

users can tweet a candidate from within a politics page.

Find out who is talking about the story on Twitter and tweet the story from within the page

@anywhere PROTOTYPES

OPEN EXPERIMENTATION

sample hovercard for a political candidate

GUARDIAN FOOTBALL FAN NETWORK

FACILITATING CONVERSATION

“We are edging away from the binary sterility of the debate between mainstream media and new forms which were supposed to replace us. We feel as if we are edging towards a new world in which we bring important things to the table –

editing; reporting; areas of expertise; access; a title, or brand, that people trust; ethical professional standards and an extremely large community of readers.”

Alan Rusbridger

http://bit.ly/alanrusbridger

COMMUNITY & INNOVATION

OR…

IGNORE CHANGE AND CHANGE WILL IGNORE YOU

http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html

• Organisations feel bombarded by change

• Many are struggling to keep up

• The gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006.

WHY IS INNOVATION IMPORTANT?

US Patents Granted 1870 - 2005

ACCELERATING CHANGE

ACCELERATING QUANTITY

The capacity of processing doubles every two yearsThe capabilities of many digital electronic devices are strongly linked to Moore's law

ACCELERATING CAPABILITY - MOORE’S LAW

ACCELERATING CHANGE

Ray Kurzweil - accelerating change is a perceived increase in the rate of technological (and sometimes social and cultural) progress throughout history

ACCELERATING CHANGE

ACCELERATING ADOPTION

Interruption

Image manipulation

Saying things at people

Intangible value

Perception

Participation

Value creation

Doing things for/with people

Tangible value

Behavior

http://garethkay.typepad.com/

THIS MEANS INNOVATION HAS NEVER BEEN SO IMPORTANT

SO WHY DO MOST ESTABLISHED ORGANISATIONS FIND IT DIFFICULT TO INNOVATE?

CURRY’S PARADOX

• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?

CURRY’S PARADOX

• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?

CURRY’S PARADOX

• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?

CURRY’S PARADOX

• We see what we want to see, we make assumptions without thinking about it• Assumptions are a way of our brains helping us to be efficient

‘TOXIC ASSUMPTIONS’

…and that people out there really care about the stuff you're producing

The kind of assumptions that are deeply inherent and deeply unchallenged

…like the fact that there will always be a market for what you do

…established businesses often use existing cost base assumptions as the start point for innovating product rather than thinking how it might innovate its cost

base to enable a totally new form of product…

REAL INNOVATION DOES NOT FOLLOW RULES

http://www.savagechickens.com/2007/07

“Necessity does not drive invention. Rather, new inventions come along and mess up every one's life. They would, for the most part, prefer that

they went away entirely.”

REAL INNOVATION IS DISRUPTIVE

Michael Rosenblum

http://rosenblumtv.wordpress.com/2007/02/24/the-ice-story/

"The issue is not discovery. The real issue is organisational, and the only advice that can prove helpful to established firms is how to overcome the organisational obstacles that

hamper the implementation of new business models."

• Without the benefit of a disruptive technological innovation, it is extremely difficult for any organisation to enter a market where established players are dominant

• So it is increasingly about business-model innovation as well

• Established companies find it difficult to innovate in this way

• The majority of business-model innovations end up being introduced by newcomers to the market

• Many business model innovations do not make economic sense for the business

INNOVATION OFTEN DOESN’T MAKE SENSE

SO IN ORDER TO INNOVATE SUCCESSFULLY, WE OFTEN NEED TO CHANGE OUR THINKING

WHAT IS INNOVATION?http://www.flickr.com/photos/fabiano/

INVENTIONINNOVATIONDIFFUSION

http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

'the creation of a new idea or process’

INVENTION

http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

'arranging the economic requirements for implementing an invention’

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

…or the commercialisation of that idea or process

http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

'adoption and imitation’

DIFFUSION

http://www.flickr.com/photos/airosan/http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

“Since around 2000, we let engineers spend 20% of their time working on whatever they want, and we trust they’ll build interesting things.

After Sept 11, one of our researchers, Krishna Bharat, would go to 10 or 15 news sites each day looking for information about the case. And he thought, why don’t I write a programme to do this?

So Krishna, who’s an expert in artificial intelligence, used a Web crawler to cluster articles. He later e-mailed it around the company.

My office mate and I got it, and we were like, ‘This isn’t just a cool little tool for Krishna. We could add more sources and build this into a great product. That’s how Google News came about. Krishna did not intend to build a product, but he accidentally gave us the idea for one.”

Marissa Mayer, VP of Search Product and User Experience, Google

INSPIRATION

INNOVATION

INVENTION

A computer-generated news site that aggregates headlines from more than 4,500 English-language news sources worldwide, groups similar stories together and

displays them according to each reader's personalised interests.

THE MASTER OF INNOVATION OF

IMITATION?

THE IPHONE WASN’T THE FIRST

TOUCHSCREEN PHONE

The first commercially released personal music player capable of handling MP3 files was the MPMan F10, manufactured by Korea's Saehan Information

Systems and launched in March 1998.

THE IPOD WASN’T THE FIRST MP3 PLAYER

ARTFUL IMITATION

Imitating and reinterpreting the right thing, in the right way at the right time.

Whilst it is innovation that brings new things into the world, it is often imitation

that spreads them

Three separate roles (might be fulfilled by a single person) in the innovation process:

• The capitalist who provides the money

• The inventor who creates the idea

• The entrepreneur who adapts the idea, brings it to market, and commercialises it

Each role is a different task, requiring different skills.

THE ROLES WITHIN THE INNOVATION PROCESS

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

WHAT IF YOUR CUSTOMERS FULFILLED ONE OR MORE OF

THOSE ROLES?

Customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.

MYSTARBUCKS IDEA

http://www.ideastorm.com/

• 60,000 participants in the IdeaStorm community• They have contributed 12,743 ideas, posted 87,159 comments, promoted ideas 693,670 times• And of those ideas 385 have been implemented

Suggestions for changes to keyboard layouts to Dell Mini netbooks and launching products for world aids project product #Red have all come via this social avenue.

DELL IDEASTORM

KICKSTARTER

“It’s about creating a marketplace”

“Kiva's mission is to connect people, through lending, for the sake of alleviating poverty. Kiva empowers individuals to lend to an entrepreneur across the globe. By combining microfinance with the internet,

Kiva is creating a global community of people connected through lending”

As of November 2009, Kiva has facilitated over $100 million in loans

KIVA

LOCAL MOTORS – A COMPANY STRUCTURED AROUND A COMMUNITY

• Open-source, distributed car company• Community of 3,600 contributors submitted 44,000 designs• Build and sell through network of local centres• Development cycle 5 times faster than traditional car manufacturers• A process which is 100 times less capital intensive

JOHN ROGERS, CEO OF LOCAL MOTORS, ON FIXING THE AUTOMOTIVE INDUSTRY

http://neilperkin.typepad.com/only_dead_fish/2010/02/democratising-industry.html

"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

IT’S NOT ABOUT THE TECHNOLOGY

Image: http://www.gapingvoid.com/

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.comhttp://twitter.com/neilperkin

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