Web 2.0

and Beyond

B P A A 2 0 0 8

B a n f f C e n t r e

Social Media is

the use of

technology to

serve social

purposes

Social Networking Sites are bounded web

services that allow users to 1) create a

profile, 2) articulate a list of “connected”

people and 3) allow viewing and traversing

of these lists

“Social Network Sites: Definition, History, and Scholarship”, Danah M. Boyd, http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

70% of

households online

Canadians spend

more time online

After the US,

Canada has the

most Facebook

users in the world

how do people view a website?

in a browser?

in email?

on a device?

in Google reader?

on their Yahoo homepage?

in Facebook?

on someone else’s site?

on someone else’s site?

http://www.commoncraft.com/rss_plain_english

What is RSS?

The Old Way

The Emerging Way

for

GREATThis is

for

GREATThis is

MTV

What about amanufacturer of industrial blenders?

http://tinyurl.com/3dfum7

http://tinyurl.com/3dfum7

http://tinyurl.com/3dfum7

• 75 million blogs and climbing• 1.3 billion Internet users• 3.3 billion active mobile subscribers• Canadian broadband users online more hours

monthly than any other country• Over 5.9 million canadians on MySpace• 18% of advertising generates positive ROI• Texting is the most widely used data application

on the planet• 2 billion users of SMS• 800 million active users of email• 91 million google searches a day• In Japan and Korea, most people access the

internet from their mobile device

The biggest problem we face

is too much

how to find things?

We need filters.who to trust?

what to read?

what to buy?

the game is not necessarily the web

Population of the planet:

6.6 billion

Population of the planet:

6.6 billionSMS messages sent in 2007:

1.9 trillion

1.3 billion Internet users

1.5 billion TV sets

3.3 billion mobile phone subscriptions

"Media are not extensions of

ourselves but interfaces with

experience"

Michele Perras

Beale Institute for Strategic Creativity

connected

everywhere

ofextensions

our space

definitions of

who we are

Desirable Experience?

CONTEXT

drives

experience

iPod bikini

Rich mediadevices

New eBookReaders

Console Devices

Mobile is King

PVRs

The landscape is changing

Not using MSN chat: “There’s not enough there.” “Not worth remembering my password...”

“I want everything on Facebook.”

You are Creators speaking to Creators

Your Audience as Publisher

Source: http://theopenbrand.resource.com/

Meet MuggleNet and Emerson Spartz

-21 year old creator of the ultimate harry potter fansite

-Weekly podcast

-50,000+ listeners every week

-Won the People’s choice awards

-Largest Harry Potter fansite

-Launched his own book at the age of 21

-Working with Rowling to tap into fanbase

-http://www.mugglenet.com

Source: http://theopenbrand.resource.com/

Meet Cory Doctorow

-Blog, podcast, news and novels

-Gives away his novels for free

-creative commons license

-700,000 copies downloaded and climbing

-Uses craphound to promote his published books

-His work now crossing into new mediums

-Options to buy or download for free

-http://www.craphound.com/

EA’s audience

was creating

EA was

listening

EA’s audience

was creating

EA was

listening

“THEY” are not the enemy

(the lawyers often are...)

DRM should support desired behavior

- A high enough fence will stop theft... and sales.

* From my craphammer.ca blog post

DRM should support desired behavior

- A high enough fence will stop theft... and sales.

* From my craphammer.ca blog post

DRM - case in point

-Zune- In your face DRM

- Retaliation and out of control rumors

- iTunes/iPod- Consumers using “DRM” without being exposed to it.

- Simple and easy to re-authenticate

- Close to seamless movement between devices

- Built in mechanism to “Cheat” the system

- built right in

Find your

community

1. Explore2. Engage

3. ExpandRepeat...

1. Explore

“Getting

Messy”

1. Explore

“Getting

Messy”

Simple (cause and effect -> best

practices)

Sense, Categorize, Respond

Complicated (many interconnected but

understandable r/ships)

Sense, Analyze, Respond

Complex (many unknowns,

understandable in hindsight)

Probe, Sense, Respond

Chaotic (can’t predict. don’t know

relationships)

Act, Sense, Respond

2. Engage:

Community

evangelist

Transparent: Real Person

Value: Bringing value to conversation

Participate: Active in the community

Get your

experience

where your

audience is

3. Expand:

Go deep

and micro

3. Expand:

Go deep

and micro

Engagement

Pyramid

Bringing It Home

Explore

Read a book on your phone

Launch a group personally on Facebook

Join Goodreads and put your bookshelf online

Engage

Join Twitter or something new like Plurk

Comment and recommend books on Goodreads

Become a digital ethnographerWhat is relevant where? What are the emerging behaviors?

Who are the disrupters?

Expand

Test out a campaign in YOUR network

Dat’s all folks

Moi

Sean Howard

Experience Design and Innovation

my blog:

craphammer.ca

my twitter:

twitter.com/passitalong

my email:

me@seanhoward.ca

TODAY’S PRESENTATION:

“Blogger, Sans Pajamas, Rakes Muck and a Prize”, NY Times, 25 Feb 2008, http://tinyurl.com/2ydtnj

Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby and Paul Marsden, Butterworth-Heinemann

“Thought Piece: Mobile Telecoms Industry Size 2008”, Tomi T Ahonen, www.tomiahonen.com

“Social Network Sites: Definition, History, and Scholarship”, Danah M. Boyd, http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

“Wikinomics: How Mass Collaboration Changes Everything”,

“A community of community managers on Twitter”, Marketing Nirvana, http://mariosundar.wordpress.com/2008/04/08/a-community-of-community-managers-on-twitter/

“MTV Asia ‘Being Young’”, http://www.slideshare.net/ianstewartmtv/mtv-asia-being-young?src=embed

“Micro Interactions”, David Armano, http://www.slideshare.net/darmano/micro-interactions/

Sources

“Social Network Stats: Facebook, MySpace, Reunion (Jan, 2008)”, Jeremiah Owyang, http://tinyurl.com/3qcta4

beggs, Flickr, http://www.flickr.com/photos/beggs/ (Series)

ernoldiño, Flickr, http://www.flickr.com/photos/kouchi/

moostive, Flickr, http://www.flickr.com/photos/mrasoulov/

David Armano, logic+emotion, http://darmano.typepad.com/logic_emotion/

RSS in Plain English, Common Craft, http://www.commoncraft.com/rss_plain_english

Images

Irish Typepad, Flickr, http://www.flickr.com/photos/irisheyes/

iphone: Will it Blend?, BlendTec, http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone

eBoy, O’Reilly Poster, http://hello.eboy.com/eboy/2007/05/18/orm_makeposter_20tpng-th/

Where’s My Jet Pack, http://wheresmyjetpack.blogspot.com/2008/03/not-what-we-had-in-mind.html

Bespam, Micro Interactions, http://www.flickr.com/photos/8207249@N08/

Images

ShanRoseSlav, Flickr, http://www.flickr.com/photos/shanroseslav/