CONNECTIVITY Serving multi-audiences multi-ways with multi-strategies

Lee RainieDirector – Pew Internet ProjectDigitalNow – Association Leadership conferenceOrlando, FL4.9.10

April 9, 2010New association user 2

New information ecosystem: Then and Now

Industrial Age

Info was:

Scarce

Expensive

Institutionally oriented

Designed for consumption

Information Age

Info is:

Abundant

Cheap

Personally oriented

Designed for participation

April 9, 2010New association user 3

2000

46% of adults use internet

5% with broadband at home

50% own a cell phone

0% connect to internet wirelessly

<10% use “cloud”

= slow, stationary connections built around my

computer

The internet is the change agent Then and now

2010

75% of adults use internet

62% have broadband at home

80% own a cell phone

53% connect to internet wirelessly

>two-thirds use “cloud”

= fast, mobile connections built around outside servers and

storage

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Media ecology – then (industrial age)Product Route to home Display Local storage

TV stations phone TV Cassette/ 8-track broadcast TV radio broadcast radio stereo Vinyl album

News mail

Advertising newspaper delivery phone paperRadio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein & Co

April 9, 2010New association user 5

Media ecology – now (information age)Product Route to home Display Local storage cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console game console paperSatellite radio e-reader / Kindle storage sticks/disks

tablet / iPad e-reader/Kindle tablet / iPad

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

48% of adults own laptops – up from 30% in 2006

37% of adults own DVRs – up from 3% in 2002

18% of adults own personal gaming devices

37% of adults own game consoles

43% of adults own MP3 players – up from 11% in 2005

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Media ecology – now (information age)Product Route to home Display Local storage cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery non-electronic cable boxRadio stations camcorder/camera PDA/Palm game console game console paperSatellite radio e-reader / Kindle storage sticks/disks

e-reader/Kindle

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

… and this all affects social networks1) their composition

2) the way people use them3) their importance

4) the way associations can play a part in them

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Behold the idea of networked individualismBarry Wellman – University of Toronto

The turn by people from groups to social networks = a new social operating system = a new way to serve them

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Technology has helped people change their networks

• Bigger• Looser• More segmented • More layered

=• More liberated• More work• More important as sources of support and

information, filters, curators, audience

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Punchline #1

You and your organizations can act like nodes in

people’s networks

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Punchline #2

You can take more advantage of people being nodes in your

network

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9 ways the inform and influence ecosystem has changed in the digital age

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Information ecosystem change – 1

Volume of information grows

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Information ecosystem change – 2

The variety of info sources increases and democratizes and the visibility of new creators is enhanced in the age of “social media.”

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Social networking

56% of online adults use social network sites

73% of online teens use them

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Picture sharing

~50% of online adults post pictures online~70% of online teens do that

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Posting comments on websites/blogs

26% of adults post comments on sites

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Twitter

21% of adults use Twitter or other status update methods

8% of teens use them

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Blogs

11% of online adults keep blogs14% of online teens keep them

>40% of internet users read blogs

Information ecosystem change – 3

People’s vigilance for information changes in two directions:

1) attention is truncated (Linda Stone)

2) attention is elongated (Andrew Keen; Terry Fisher)

April 9, 2010New association user 21

Information ecosystem change – 4

Velocity of information increases and smart mobs emerge

84% of online adults are in group with online presence~50% belong to listservs or regular group emails

~40% get email or text alerts

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Information ecosystem change – 5

Venues of intersecting with information and people multiply and the availability of information expands to all hours of the day and all places people are

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Information ecosystem change – 6

The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact

-- Metaverse Roadmap Project

1) Augmented Reality

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Information ecosystem change – 6

The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact

-- Metaverse Roadmap Project

2) Mirror Worlds

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Information ecosystem change – 7

Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us”

~40% of online adults get RSS feeds ~35% customize webpages

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Information ecosystem change – 8

Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligence asserts itself

31% of online adults rated person, product services

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Information ecosystem change – 9

Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold.

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Networked Individuals … have a different …• Sense of information availability – it’s ambient and “I

control the playlist”• Sense of time – it’s oriented around “continuous

partial attention” and then intense digging• Sense of community and connection – it’s about

“absent presence” as much as its about “membership”

• Sense of the rewards and challenges of networking for social, economic, political, and cultural purposes – new layers and new audiences

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Punchline #3

This changes the old notion that

information and influence follow a

2-step process

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A general new pattern of communication and influence for organizations – follow the 5 As

• ID acolytes (influentials)• Invite attention (alerts, updates)• Offer pathways to info acquisition (link

love and conversations)• Help with assessment (build your brand) • Enable action (tools for participation and

feedback)

April 9, 2010New association user 31

Why good social networks (and social networking) matter

• Healthier• Wealthier• Happier• More civically engaged = better communities-----------------------------• Diversity makes a difference – you creating

“bridging” and “bonding” social capital• Size of network makes a difference – you add to

people’s deposits of social capital

April 9, 2010New association user 32

Thank you!

Lee RainieDirectorPew Internet & American Life Project1615 L Street NWSuite 700Washington, DC 20036Email: Lrainie@pewinternet.orgTwitter: http://twitter.com/lrainie 202-419-4500