how companies can position themselves in the new mobile internet models
TRANSCRIPT
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David Cushman
Bauer Consumer Media
How companies can position themselves in the new mobile internet media models
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The science bit*
0102030405060708090
100
Then Now Next
ContentAdsServices
*Warning: The value of content can go down, er that’s it actually
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Content is worthless
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Content is worthless
• Except that it isn’t
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Content is worthless
• Except that it isn’t• It gives us something to talk about
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Content is worthless
• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into
action
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Content is worthless• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into
action• Action is where value is created
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Content is valuable• Because of the because effect
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Content is valuable• Because of the because effect• You won’t make money with it
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Content is valuable
• Because of the because effect• You won’t make money with it• You will make money because of it
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Content is valuable
• Because of the because effect• You won’t make money with it• You will make money because of it• Eg Prince, Radiohead
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Value chain is now a value web
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Value chain is now a value web
Two disruptions
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Value chain is now a value web
Two disruptions• How, and by whom,
content is being created
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Value chain is now a value web
Two disruptions• How, and by whom,
content is being created• How, and by whom, content is being
distributed
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The world we’re witnessing
Share
Trust
Connect
Community
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The networked world
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We Species wants…
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To engage with the network
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New rules for media?• Communities First• Niche NOT mass• 2-way flow NOT broadcast• Node OVER hierarchy• Networks NOT silos• Conversations NOT captured ID• Self-forming OVER directed• Real time, niche UGC OVER ‘news’• Relevance over ‘quality’• Cherish Reed’s Law (GFNT)
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A community is a community…
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Always on
Always with you
Always yours
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What makes great community?• Think Community First.• Encourage self-forming,
adhoc, non-directed groups of shared interest/purpose.
• Recognise the crucial role of ratings/reputation
• Activate co-creation of value
• Enable synchronous communication.
• Treat people as converged individuals
• Make tech barriers low.• Enable discovery of
people with shared interests
• Flow rather than focus• Put individual in control• Understand the
distinction between audience and community.
• A community is a community because of the connections formed between its members.
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Starting a fire on the village green
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• Curate content
• Allow customisation
• Manage the web of peer producers
• Contribute thehard-to-do
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Two advantages
Always ready LBS
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7th Mass Media1. It’s truly personal2. It’s always on3. It’s always with you4. Has a built-in payment
mechanism5. Allows creation
at the pointof inspiration
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Screen size?
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Mobile first
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Itsmy.com
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User-centric portals
• Mippin
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User-centric portals
• Mippin• Widsets
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User-centric portals
• Mippin• Widsets• Squace
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They show the way
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Our position in this ecosystem?
• To enable, • To understand,• To facilitate the connections.• To find acceptable ways to share in the
value that we have helped to create through both our facilitation and our contributions.
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Takeaways
Make money withcontent
UnderstandYour placearoundThe campfire
Don’t restrict the view!
Don’t restrict the view!
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In summary
• You won’t make money WITH content but you will BECAUSE of it.
• Portals (sites) which focus on content, conversation and communities of purpose will create value.
• User-Centric Portals (community-enabled aggregators) will aid discovery.
• Enable communities to self-form and share what they trust. Don’t restrict the view!
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David CushmanFasterFuture.blogspot.com Bauer