What we havelearned from T-Mobile

Jan 2009Jan 2009

April 2009April 2009

Winter 09/10Winter 09/10

Josh case studyQuickTime™ and a

H.264 decompressorare needed to see this picture.

Summer 2010Summer 2010

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Some strong opinions lightly held

1. Six degrees of participation

Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Niche

Mass

Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Niche

Mass

Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Niche

Mass

2. Where is the commercial effect to be felt?

QuickTime™ and a decompressor

are needed to see this picture.

8.5m

17k285k

688 966

online views

shares

comments

tweets

blog posts

A Hunter shoots a bear

Source: viralvideochart.com

QuickTime™ and a decompressor

are needed to see this picture.

3. Balancing touch and participation

Degree of participation

Niche

Touch

Ms

100Ks

100s

Ks

27m

4.4k133k

23k 4.8k

online views

shares

comments

tweets

blog posts

T-Mobile Dance

Source: viralvideochart.com

Degree of participation

Niche

Touch

Ms

100Ks

100s

Ks

4. Why would anyone want to do that?

“When Police want to understand whether someone could have taken a particular action they looks for

means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is

the where and with whom”Clay Shirky, Cognitive Surplus

“When Police want to understand whether someone could have taken a particular action they looks for

means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is

the where and with whom”Clay Shirky, Cognitive Surplus

motive

Gibson’s univeral law of participation

Reward > Effort

Reward > EffortEntertainmentUtilityInspirationSocial currency

AttentionActivityCreativityTime

Do you really want to do that?Do you really want to do that?

5. The ads still matter...alot

Our handystep bystep guide

Our handystep bystep guide

1. Care aboutthe things real people really care about

Lurpak

2. Be interesting, do interesting, say interesting

3. Let people play

Care about the Care about the things that things that real people real people really care really care

aboutabout

Be interestingBe interesting Let people playLet people play

1 2 3

“Emotion is the greatest form of participation”

“Emotion is the greatest form of participation”