engaging a participatory culture
DESCRIPTION
Presented at Accenture South Africa CRM Executive Summit, 8 July 2009, Johannesburg What does the emerging participatory culture - in which people produce, share and consume content - mean for a developing country like South Africa? I share my technology experiences from the education, e-government and developmental sectors and offer suggestions for engaging low-income markets through participatory media.TRANSCRIPT
Presented at Accenture CRM conferenceJohannesburg, 8 July 2009
Engaging a participatory culture
Steve VoslooFellow, 21st century learning
a presentation about participatory culture
South Africa
what it means for business
Web 2.0 ... an “architecture of participation”(O'Reilly, 2005)
Participatory culture: creating and sharing one's creation members believe their contributions matter blogs, podcasts, games, videos, fan fiction(Jenkins et al., 2006)
are we a participatory culture?
but it's different ...
it's mobile
Jonathon Donner (2009)
“there's no better place in the world to understand the future of mobile internet than SA”
contributions (not only creations)
involvement: light and lo-tech
“SMS can be used to topple governments and tip elections”
(Rheingold, 2005)
“We are witnessing a first hand accountof an emergent social revolution”
(Kramer, 2009)
connectedness: small and lo-tech
conversation: light and lo-tech
dr.math: what grade are you in? what are you covering in math?
Spark plug: 7
dr.math: grade 7?
Spark plug: yes
dr.math: are u doing "pre algebra" stuff like What is the value of x if x + 3 = 10?
Spark plug: yes
dr.math: ok, so what is the value of x if x + 3 = 10?
Spark plug: 7
dr.math: ok. how about (15 x 2 ) + x = 35
Spark plug: 5
dr.math: I am going to use * for multiply so not to confuse it with x, ok?
Spark plug: ok
dr.math: (2 * x) + 8 = 18
Spark plug: 5
dr.math: very good. can u explain to me how u figured that out?
Spark plug: 18 - 8 is 10 so 2* what is 10 and the answer is 5
dr.math: excellent.
so why participatory? inclusion
ownership
empowerment
people expect it
more innovation
lower costs
connectedness
people expect it age of the prosumer:
“teens and young adults consider themselves more than just consumers and they want their chance to produce content and involve themselves in the brand more than ever before”
(Generation Next, 2009)
people expect it Idols 2007
17,960,686 votes
75% from MXit
more innovation engaging “users”
crowd-sourcing design
more innovation “the street will always innovate in ways that we can't plan for”
Jan Chipchase (2007)
developing countries provide real needs-based innovation
more innovation “citizens are the biggest underutilized resource in service innovation and delivery”
Prof Matti Hämäläinen (2009)
more innovation Google Wave
IBM
Proctor & Gamble
lower costs more self-service models (like banking)
customers provide information to you
greater connectedness between you and your customers
between your customers
they will talk about you – are you listening and engaging?
“The barriers to self-organisation have collapsed”(Shirky, 2008)
enabling participation is cheaper
easier
faster
more visible
about more people
conclusion SA is a participatory culture
engage your customers through enabling their participation
not for “feel good” reasons
they expect it & want it
it's good for business
www.shuttleworthfoundation.org
Thank [email protected]
Twitterwww.twitter.com/stevevosloo
Bloginnovatingeducation.wordpress.com
Slideswww.slideshare.net/stevevosloo