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Advocacy  &  philanthropy  through  

new  media  

Antony  Mayfield  :  :  iCrossing  09.11.09  

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TRENDS  

New  media.  

How  new  do  you  want  it?  

http://bit.ly/UHbbD

"When  it  comes  to  technology  futures,  we're  all  drunks,  always  looking  in  the  wrong  place."  

@jjn1!

Which  is  why  we  thought  new  media  would  be  like  the  old    

Image: (cc) katmere

with  added  flashing  lights    

Kevin  Kelly...    

http://bit.ly/8h04u

...think  of  the  web  as  an  expanding  sphere  

Image: (cc) fdecomite

Image (cc) dominik99

...disrupQng  and  absorbing  everything  it  touches  

...and  at  the  moment  it  is  touching  our  lives,  our  relaQonships    

...which  (for  now)  we  call  social  media  

Image: Bestario.org

...mainstreaming  

SELF-­‐ORGANISING    

http://bit.ly/lSAHa

“What  if  you  build  a  service  that  is  mobile,  social,  and  real-­‐Qme?  

Well  that's  a  big  opportunity  folks  and  I've  been  seeing  quite  a  few  entrepreneurs  doing  

exactly  that.”  

@fredwilson!

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INNOVATION  

acceleraQon  of  innovaQon  

http://bit.ly/2jVYGG

calls  for  developing  ahead  of  the  curve  

http://bit.ly/JzbEu

Image: (cc) Was a bee

means  anything  is  possible  

think  of  a  tool  and  it  is  probably  there  

Image: (cc) jesse_sneed

or  can  be  built  at  a  low-­‐cost  

which  is  why  ideas  

rather  than  technology  

is  what  wins.    

h^p://bit.ly/philanth  

Kiva  

GreatNonProfits.org  

Vi^ana  

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ADVOCACY  &  INFLUENCERS  

...channels  to  networks...  

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/  Stability    to  complexity  /  Speed  /  Scale  /  Geography    /  Longevity    /  InteracQon    /  Complex  user  behaviours  

/  New  models  and  frameworks  required  

Challenges...  

...conQnue  and  accelerate  

A^enQon  markets...  

We  are  in  the  complexity  game...    

“My  influence  really  is  wildly  overstated  by  journalists  who  could  take  the  trouble  to  see  that  I  am  more  oden  behind  the  curve  than  ahead  of  it,  more  oden  reacQve  than  proacQve.”  

http://bit.ly/35AHsW

http://bit.ly/VgnzR

Duncan  Wa^s  talks  about  “accidental  influencers”  

Eric  Sun  tested  it  out  with  262,985  fan  pages  in  Facebook  

http://bit.ly/2u88xd

Of  70,000+  fans...  

Image (cc) jamescridland

...70%  were  already  in  the  same  cluster    

Image (cc) dominik99

...15%  were  “start  points”  

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SOCIAL  WEB  

LITERACY  

Strategic Organisational

Tactical Personal

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@hrheingold!

WEB  LITERACY  

/  A^enQon    

/  PartcipaQon    

/  CooperaQon  

/  Crap  detecQon    

/  Network  awareness    

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/  Understand  your  networks    

/  Be  useful  to  your  networks    

/  Be  live  in  your  networks    

ENGAGEMENT  PRINCIPLES  

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TACTICALTECH.ORG http://www.tacticaltech.org/

BETH’S BLOG http://beth.typepad.com/

BRANDS IN NETWORKS http://bit.ly/icbrands

3  USEFUL  LINKS  

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Tel: +44 1273 827 721

Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk

Blogs: connect.icrossing.co.uk www.antonymayfield.com

Twitter: @amayfield @icrossinguk

Thank you