connectivity serving multi-audiences multi- ways with multi-strategies lee rainie director – pew...
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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
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: [email protected]
Twitter: http://twitter.com/lrainie
202-419-4500