David Cushman

Bauer Consumer Media

How companies can position themselves in the new mobile internet media models

The science bit*

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Then Now Next

Content

Ads

Services

*Warning: The value of content can go down, er that’s it actually

Content is worthless

Content is worthless

• Except that it isn’t

Content is worthless

• Except that it isn’t

• It gives us something to talk about

Content is worthless

• Except that it isn’t

• It gives us something to talk about

• Talking about stuff is where ideas turn into action

Content is worthless

• Except that it isn’t

• It gives us something to talk about

• Talking about stuff is where ideas turn into action

• Action is where value is created

Content is valuable

• Because of the because effect

Content is valuable

• Because of the because effect

• You won’t make money with it

Content is valuable

• Because of the because effect

• You won’t make money with it

• You will make money because of it

Content is valuable

• Because of the because effect

• You won’t make money with it

• You will make money because of it

• Eg Prince, Radiohead

Value chain is now a value web

Value chain is now a value web

Two disruptions

Value chain is now a value web

Two disruptions

• How, and by whom, content is being created

Value chain is now a value web

Two disruptions

• How, and by whom, content is being created

• How, and by whom, content is being distributed

The world we’re witnessing

Share

Trust

Connect

Community

The networked world

We Species wants…

To engage with the network

New rules for media?• Communities First• Niche NOT mass• 2-way flow NOT broadcast• Node OVER hierarchy• Networks NOT silos• Conversations NOT captured ID• Self-forming OVER directed• Real time, niche UGC OVER ‘news’• Relevance over ‘quality’• Cherish Reed’s Law (GFNT)

A community is a community…

Always on

Always with you

Always yours

What makes great community?

• Think Community First.• Encourage self-forming,

adhoc, non-directed groups of shared interest/purpose.

• Recognise the crucial role of ratings/reputation

• Activate co-creation of value

• Enable synchronous communication.

• Treat people as converged individuals

• Make tech barriers low.• Enable discovery of

people with shared interests

• Flow rather than focus• Put individual in control• Understand the

distinction between audience and community.

• A community is a community because of the connections formed between its members.

Starting a fire on the village green

• Curate content

• Allow customisation

• Manage the web of peer producers

• Contribute thehard-to-do

Two advantages

Always ready LBS

7th Mass Media1. It’s truly personal

2. It’s always on

3. It’s always with you

4. Has a built-in payment mechanism

5. Allows creationat the pointof inspiration

Screen size?

Mobile first

Itsmy.com

User-centric portals

• Mippin

User-centric portals

• Mippin• Widsets

User-centric portals

• Mippin• Widsets• Squace

They show the way

Our position in this ecosystem?

• To enable,

• To understand,

• To facilitate the connections.

• To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions.

Takeaways

Make money withcontent

UnderstandYour placearoundThe campfire

Don’t restrict the view!

Don’t restrict the view!

In summary

• You won’t make money WITH content but you will BECAUSE of it.

• Portals (sites) which focus on content, conversation and communities of purpose will create value.

• User-Centric Portals (community-enabled aggregators) will aid discovery.

• Enable communities to self-form and share what they trust. Don’t restrict the view!

David CushmanFasterFuture.blogspot.com Bauer