FLA 2.0 Networked & Open FLA 2.0 Networked & Open

Social Technologies,Community, Content, Networks,

and Collective Action

Ben Gross

ben@bengross.com

http://bengross.com/

FLA

2.0

–

Net

wor

ked

& O

pen

2

Commodification

• Infrastructure

• Content production and dissemination

• Community and collaboration

• Messaging and notification

• Presence and status

• Reputation

• Location

• Analysis tools

FLA

2.0

–

Net

wor

ked

& O

pen

3

Benefits

• More interactive and participatory• More rich media (audio and video)• More user contributed content• Social networking everywhere• Reputation everywhere• APIs and open standards• Pre-internet this was all expensive• Commonly called Web 2.0

FLA

2.0

–

Net

wor

ked

& O

pen

4

Components and Platforms

• Nearly every aspect of this ecosystem is available as either components that can be constructed into a customized mashup or as part of a overall platform.

• Ning offers a platform to rapidly build community sites that include weblogs, photo sharing, social networks etc.

• Lignup provides individual telephony components as web services.

FLA

2.0

–

Net

wor

ked

& O

pen

5

Drag and Drop Communities

FLA

2.0

–

Net

wor

ked

& O

pen

6

Participation

• How do you get participation?– Support self expression– Seed good content and give up control– Be open (standards and APIs)– Support derivatives and remixing

• How do you measure participation?– Analysis tools– Technorati, CoComment, Google Analytics– Alexa, Quantcast, comScore, Hitwise

• YouTube is a great example service

FLA

2.0

–

Net

wor

ked

& O

pen

7

Wafa Sultan on Al Jazeera

FLA

2.0

–

Net

wor

ked

& O

pen

8

1984 Politics

FLA

2.0

–

Net

wor

ked

& O

pen

9

Making It Up

• LonelyGirl15 (YouTube profile)• People did substantial research to find

out that this girl was an actress.• Never underestimate the amount of

free time people have on the internet.• Initial outrage, but continued popularity.• The show is still on and is available on

most major video sharing sites.• 70 million combined viewers.

FLA

2.0

–

Net

wor

ked

& O

pen

10

Disclosure

• Microsoft sent high end laptops to about 1000 bloggers.

• Resulting in a lot of bad PR.

• Microsoft tried to recall the laptops.

• Successful Microsoft collaboration with 42 Entertainment for a Halo 2 promotion I Love Bees

FLA

2.0

–

Net

wor

ked

& O

pen

11

Once It’s Out It’s Out

FLA

2.0

–

Net

wor

ked

& O

pen

12

Questions and Discussion

FLA

2.0

–

Net

wor

ked

& O

pen

13