Crossing Boundaries 3: Consumers Become Producers
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Transcript of Crossing Boundaries 3: Consumers Become Producers
Ray Ga
llon & Neu
s Loren
zo
Crossing Boundaries: Implications for the Content Industries
-3-
Consumers become Producers
h8p://spaceappschallenge.org/sta?c/images/default.jpg
h8p://economic?mes.india?mes.com/thumb/msid-‐18143149,width-‐640,resizemode-‐4/a-‐satellite-‐scavenging-‐parts-‐of-‐defunct-‐communica?on-‐satellites.jpg
Participate and interact! Thank you for amplifying this experience!
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In the beginning, there was interaction
Human communication models
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Emi8er
Exchange
Receptor
Recursiveness
From The Power of the Speaker…
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dvisor.net/wp-‐c
ontent/uploads
/2013/06/the-‐r
oman-‐senate.jpg
…To the Power of the Audience
1-Linear Model: Focus on Emitter
http://www.shkaminski.com/Classes/images/Aristotle's%20Model%20of%20Communication.gif
Broadcasting & Web 1.0
http://fe867b.medialib.glogster.com/media/41/41beb3ce131e4abbc45a40d9502fccca28eb8fdf5c1083b3ad37a58b343641fb/old-time-tv-jpg.jpg
h8p://cdn.arstechnica.net/2011/10/08/mosaic_6beta-‐4e90709-‐intro.jpg
If you’re not paying for it, you are the product!
“Our broadcasts have the vocation to make the viewer’s mind available to our advertisers”
-Patrick le Lay, ex-Director, TF1 TV (France)
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erplanner.com/upload
s/Nielsen-‐ra?ng
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10-‐broadcast-‐tv
-‐Jul11.gif
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h8p://i.marke?ngprofs.com/assets/images/daily-‐data-‐point/net-‐promoter-‐score-‐netpop.jpg
2 – Dialogue Model: Focus on Information Exchange
Channel
« Noise » (Enivronment, Culture, etc.)
Message
Code & Referant
Common Code & Shared Reality
Feedback
Past Experience Knowledge Feelings A`tudes Etc.
Past Experience Knowledge
Feelings A`tudes
Etc.
Participative interaction & Web 2.0
Ifixit.com – Multilayered Crowdsourcing
Layer 1: Channel and star?ng expert advice created by the ini?ators
Layer 2: Expert advice created by users
Layer 3: Spare parts sold to users in context
3 – Iceberg Model: Focus on Receptors
Online Communi?es
Corporate Image
Fundamental Values Learning Styles
Change as improvement
Social Roles Group vs. Individual Dynamics
Referen?al
Buzz on the Nets
Common Culture Shared Experiences
Economic Condi?ons Local Poli?cs
Space-‐Time Percep?on
Social Media Strategy Implicit
User Assistance Ader Sale Svc.
Customer Experience Website
User Interface Explicit
Sales People Print Materials
The Story of Twitter
• In#the#b
eginning#t
here#wer
e#
140#char
acters.#
That’s#all
.#
– No#rep
lies#
– No#me
ssages#
– No#ret
weets#
• 2#Novem
ber,#2006
:#The#
first#@#repl
y#was#inv
ented#
by#Rober
t#S.#Ander
son:#
• Decisiv
e#in#determ
ining#if#
TwiHer#w
as#for#upd
ates#or#
conversaJ
ons#
• First#@
Tweet#(no
#space):#
23#Novem
ber#2006#
• Became
#official#fe
ature##
30#May#20
07#
• Now#als
o#used#by
#
SOURCE:
#hHp://qz
.com/135
149/the^fi
rst^ever^h
ashtag^re
ply^and^re
tweet^as^
twiHer^us
ers^inven
ted^them
/#
The First Hashtag • Proposed(by(Chris(Messina(on(23(August(2007:((• Twi<er(execu?ves(said(it(was(“too(nerdy.”(• Messina(called(them(
“channels.”(Stowe(Boyd(proposed(the(name(“hashtags.”(
• Adopted(as(an(official(feature(in(July(2009(
• Now(also(used(by:(– Facebook(– LinkedIn(– Google+(
SOURCE:(h<p://qz.com/135149/the]first]ever]hashtag]reply]and]retweet]as]twi<er]users]invented]them/(The First Retweet
• April&17,&2007.&Eric&Rice&rebroadcast&
someone&else’s&tweet&
for&the&first&>me&using&
the&word&“retweet.”&
• The&first&to&use&“RT”&
was&probably&@TDavid&on&25&
January&2008.&&
• New&style&Retweet&introduced&by&TwiLer&
in&November&2009&
SOURCE:&hLp://qz.com/135149/theXfirstXeverXhashtagXreplyXandXretwee
tXasXtwiLerXusersXinventedXthem/&
Three Essential Features Demonstrate Empowered Users
• Ini?a?ves that start informally can be adopted officially
• Game changing innova?ons not imagined by “the powers that be”
• Copied by other services
IMAGE: h8p://rack.1.mshcdn.com/media/ZgkyMDEzLzA1LzEwLzVmL2Z1bm55bW9tc29uLjkyODE3LmpwZwpwCXRodW1iCTk1MHg1MzQjCmUJanBn/5680bd75/be5/funny-‐moms-‐on-‐twi8er.jpg
Users become Produc
ers.
Users develop and
add value to
the product.
Image Ref: http://goo.gl/Ow7fi
The more virtual the
ac?vity, the more
evidence we have
of the
consumer’s produc?on.
Image Ref: http://goo.gl/Cgx5W
• Opportunities for users to create their own input. • They define others’ experiences as well as our own.
Services are delocalized
Point of
View h8p://images.fineartamerica.com/images-‐medium-‐large/the-‐witness-‐paul-‐horton.jpg
Just a slight adjustment in point of view…
... can make the message meaningful for everyone
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Execu?ves
Producers Customers
The New Value Culture
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4-Helical Model: Focus on Recursiveness
h8p://www.likeateam.com/wp-‐content/uploads/2012/10/communica?on-‐2.jpg Ref: h8p://www.shkaminski.com/Classes/Handouts/Communica?on%20Models.htm#_What_is_a_Model?
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link h8p://www.gnaana.com/visuals/july10/Palm_Mat_Weaving.jpg
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link
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link
Freedom
is always
a risk
A Recursive View of communication The recursive nature of stories which borrow from each other
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The power of consumers increases as they produce content
Based on Gary Hayes 2006 h8p://www.theappgap.com/wp-‐content/uploads/2008/03/web1to31.jpg
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http://www.3g.co.uk/PR/March2006/Fifa.jpg
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We’re All Experts Now
Increasing dematerialized culture
QR technology & Bar Code readers: ZXing Decoder Online Ref. ZXing Decoder Online: h8p://?ny.cc/4la0dw ; QR Generator: h8p://qrcode.kaywa.com/
Image ref: h/p://goo.gl/xnonk
The Future is Mobile...
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http://www.slideshare.net/montymetzger/marketing-trends-22756803
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The Power of User Stories
• Let’s be hones
t: innova?on is ri
sky
• I can buy it fro
m home and save ?me
• It’s my contribu?on to
a more ecological p
lanet
• This is just for
me: I really can m
ake it my own w
ay!
• Since I started
using it, my busine
ss has improved
h8p://es.slideshare.net/cris?naqdavila/las-‐20-‐tendencias-‐hot-‐del-‐nuevo-‐consumidor-‐y-‐sus-‐aplicaciones-‐al-‐marke?ng-‐presenta?on?from_search=1
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Four Communication Models, Four Audience Roles
Emi8er Exchange
Receptor
Recursivness
Whatever the Audience, They are the Protagonist
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THANK YOU
Ray Email: ray@transforma?onsociety.net Twi/er: @RayGallon LinkedIn: Ray Gallon Google Plus: +Ray Gallon Blog – Rant of a Humanist Nerd: h8p://humanistnerd.culturecom.net
Neus Email: neus@transforma?onsociety.net Twi/er: @NewsNeus LinkedIn: Neus Lorenzo
Next Webinar: “Your Most Important Stakeholder: Your customers” 20 November 2013