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/