neil perkin for london in prague
Post on 16-Sep-2014
6 views
DESCRIPTION
TRANSCRIPT
![Page 1: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/1.jpg)
CONTENT & COMMUNITY
HOW A CONNECTED WORLD IS CHANGING THE PRODUCTION, DISTRIBUTION AND CONSUMPTION OF CONTENT
neilperkin.typepad.comImage courtesy http://pleaseenjoy.com/
![Page 2: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/2.jpg)
neilperkin.typepad.com
![Page 3: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/3.jpg)
1. THE BIG CHANGES
2. WHAT IS COMMUNITY (& WHAT IS IT NOT)
3. SOME GREAT COMMUNITY BUILDING EXAMPLES
4. COMMUNITY & INNOVATION
5. BUSINESSES WITH COMMUNITY AT THEIR HEART
WHAT I’M GOING TO TALK TO YOU ABOUT TODAY:
![Page 4: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/4.jpg)
http://www.flickr.com/photos/marthaburzynski/
IS THIS REALLY SUCH A BIG DEAL?
![Page 5: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/5.jpg)
Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/
SOCIAL IS BECOMING A PART OF ALL MEDIA
STREAMS
Social dimensions are paramount to most people
…and most forms of entertainment
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
![Page 6: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/6.jpg)
Morgan Stanley Internet Trends Report 2010
![Page 7: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/7.jpg)
Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/
![Page 8: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/8.jpg)
“The other guys think the purpose of communication is to get information.We think the purpose of information is to foster communication.”
Mark Zuckerberg, CEO Facebook
TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD
http://www.flickr.com/photos/danarah/
![Page 9: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/9.jpg)
EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
http://www.flickr.com/photos/esparta/
The means of production and distribution are shared
![Page 10: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/10.jpg)
http://www.flickr.com/photos/timothyschenck/
LINEAR NETWORKED
We control the way it is delivered We allow you to play with it, pass it on
Content we think you’d like Content we know you like (because you’ve told us)
Messages
Sit back
Scheduled
Experiences
Participative
On demand
![Page 11: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/11.jpg)
http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
WE HAVE TO RELEARN WHAT WE THINK WE KNOW
![Page 12: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/12.jpg)
THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services= Attention, participation,
interaction, content
http://www.flickr.com/photos/wespionage/
![Page 13: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/13.jpg)
"The internet is a the great dis-intermediator – it connects everything to everything else…Previously mass media aggregated attention and brands bought it. To earn your own attention you have to do things, create content, that people
elect to spend time with.” Faris Yakob
http://blog.marketing-soc.org.uk/tag/digital/
ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT
![Page 14: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/14.jpg)
“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore
http://emptyla.com/
![Page 15: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/15.jpg)
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS
![Page 16: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/16.jpg)
WHAT COMMUNITY ISN’T
www.howies.co.uk
![Page 17: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/17.jpg)
http://www.flickr.com/photos/ivanovash/
YOU DON’T ‘MANAGE’ COMMUNITY
“In the knowledge economy all staff are volunteers, but our managers are trained to manage conscripts” Peter Drucker
![Page 18: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/18.jpg)
http://www.passiveaggressivenotes.com/
THE FEWER RULES & BOUNDARIES, THE BETTER
![Page 19: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/19.jpg)
http://little-people.blogspot.com/
BIG ISN’T NECESSARILY BETTER
Broadcast rules don’t apply
![Page 20: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/20.jpg)
SO HOW CAN I CREATE A COMMUNITY?
![Page 21: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/21.jpg)
WRONG QUESTION
![Page 22: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/22.jpg)
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
![Page 23: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/23.jpg)
HOW SHOULD IT WORK THEN?
![Page 24: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/24.jpg)
Blog Her/Compass Partners Social Media Study
MOTIVATIONS ARE DIFFERENT
![Page 25: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/25.jpg)
ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING
“On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of
view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.”Howard Owens
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
http://www.flickr.com/photos/paopix/
![Page 26: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/26.jpg)
http://www.flickr.com/photos/twenty_questions/
LISTEN & ACT ON FEEDBACK
![Page 27: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/27.jpg)
GET STUCK IN
http://slimgoodies.tumblr.com/
Encourage discussion, be a part of it
![Page 28: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/28.jpg)
ADD VALUE
http://www.flickr.com/photos/artsyt/
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
![Page 29: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/29.jpg)
RECOGNITION AND REWARD
Small things matter. If someone does something good, give them a reward. They might just do it again
![Page 30: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/30.jpg)
“There is a correlation between the amount of time it takes for information to be transmitted, the amount of time it takes to have an effect, and the corresponding cultural decay rate. The real-time web of twitter and facebook has brought the cultural latency rate down to almost zero. In response, companies must act faster, responding in real time, to keep apace with its customers.” Faris Yakob
BE RESPONSIVE
http://www.flickr.com/photos/bright/
![Page 31: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/31.jpg)
STICK AROUND
http://www.flickr.com/photos/jryle79/HT http://farisyakob.typepad.com/
Relationships require building, so rather than short-term ROI, you need to take a longer-term view
![Page 32: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/32.jpg)
“One part anarchy, one part aristocracy, one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/
![Page 33: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/33.jpg)
Image courtesy http://jimdowling.typepad.com/
DYSFUNCTIONAL, FUN, NORMAL
![Page 34: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/34.jpg)
…HUMAN
http://www.flickr.com/photos/pulpolux/
![Page 35: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/35.jpg)
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was
about technology, but it's not.“
Seth Godin
Image: http://www.gapingvoid.com/
IT’S NOT ABOUT THE TECHNOLOGY
![Page 36: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/36.jpg)
“Our focus should be not on emerging technologies but on emerging cultural practices.”
Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture
![Page 37: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/37.jpg)
Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/
CONTENT PRODUCERS TAKE ON A BROADER ROLE
Authenticator: Help the audience figure out what to believe, what can they trust
Sense-maker: Help the audience derive meaning from what is happening in the world
Navigator: Help the audience find their way around a story or issue and point them to the “good stuff”
Forum-leader: Help the audience engage in a discussion in a knowledgeable way
![Page 38: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/38.jpg)
Streams not microsites
DISTRIBUTED NOT DESTINATION
“As we move beyond Web 2.0 into an ever more interactive network, in which users send as much material as they consume…it becomes obvious that we are progressing from the Internet through the
Web to the Stream” Glen Hiemstra, Futurist.com
![Page 39: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/39.jpg)
FREE FLOWING NOT STATIC
Services, applications and content are scalable and portable
Platforms that are seamlessly inter-connectable
No barriers to interaction - interfaces that get out of the way
Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg
![Page 40: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/40.jpg)
Make it as easy as possible for your fans to find it and spread the word
If the web is a mass of conversations, then get talked about
Create content and services that are worth passing on
CREATE CONTENT THAT IS REMARKABLE
http://www.flickr.com/photos/oldflints/
![Page 41: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/41.jpg)
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Marketing spend generates traffic
Some of that traffic sticks
Users are inspired and enabled to talk about your product
They spread the message around the network
SETH GODIN – ‘FLIPPING THE FUNNEL’
![Page 42: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/42.jpg)
91 90
Every community has super-users – high authority, highly active
Know who they are
USERS ARE PEOPLE
![Page 43: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/43.jpg)
FORRESTER SOCIAL TECHNOGRAPHICS
![Page 44: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/44.jpg)
Super-users
Interact/ Advocate
Browse
Drive-by
Distributed/Shared content
Dat
a
![Page 45: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/45.jpg)
Social Plug-ins
The Like Button
![Page 46: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/46.jpg)
• More than 400 million active users• 50% of our active users log on to Facebook in any given day• Average user has 130 friends• People spend over 500 billion minutes per month on Facebook• Average user is connected to 60 pages, groups and events• Average user creates 70 pieces of content each month• More than 25 billion pieces of content shared each month.• More than 100 million active users accessing Facebook through mobile
![Page 47: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/47.jpg)
http://www.flickr.com/photos/streamishmc/
A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
![Page 48: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/48.jpg)
# #ff RT
AN ECOSYSTEM WHERE USERS CREATE VALUE
![Page 49: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/49.jpg)
MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATIONStatus, Notes, Pictures, Videos
TV
80% increase in quotes…600,000+ Facebook FansCPA reduced by 73%...Brand Awareness from 20% to 59%
SOCIAL IDEA NOT SOCIAL MEDIA
Compare The Meerkat
HT http://ameliatorode.typepad.com/
![Page 50: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/50.jpg)
4th most viewed film on Nike Football channel
600,000+ views - more than twice the number of views as the Nike Five TV ad
CREATING SPREADABLE CONTENT
“If it doesn’t spread, it’s dead” Henry Jenkins, MIT
![Page 51: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/51.jpg)
NEW WAYS OF COLLABORATING
![Page 52: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/52.jpg)
1.2 million ideas for flavours1.1 million votes cast
Winner got £50K and 1% of future saleshttp://www.walkers.co.uk/flavours/#
Walkers ‘Do Us A Flavour’
INVOLVING YOUR CUSTOMERS
![Page 53: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/53.jpg)
“A community site for writers, readers and publishers, conceived and developed by book editors at HarperCollins. We want to flush out the brightest, freshest new literature around”
http://www.authonomy.com/
HARPER COLLINS AUTHONOMY
![Page 54: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/54.jpg)
http://www.twittertim.es/
NEW WAYS OF FILTERING CONTENT
![Page 55: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/55.jpg)
http://vizlab.nytimes.com/
NEW WAYS OF REPORTING
“Throughout Election Day, NYTimes.com readers submitted the words that best described their moods. This page updated hourly with the most popular choices.”
![Page 56: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/56.jpg)
“Trendsmap.com is a real-time mapping of Twitter trends across the world. See what the global, collective mass of humanity are discussing right now.”
…AND SEE WHAT’S GOING ON, RIGHT NOW
![Page 57: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/57.jpg)
http://www.nytimes.com/packages/html/nyregion/1-in-8-million/
The NYT is the 2nd most linked to site by
bloggers
NEW FORMS OF STORYTELLING
![Page 58: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/58.jpg)
Literature meets gaming
NEW FORMS OF STORYTELLING
![Page 60: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/60.jpg)
Zappos is a company set up entirely around customer serviceIt uses Twitter for employees to communicate with customers about their
shared love of footwear.
CEO Tony Hsieh uses his blog and twitter to communicate direct to customers
ZAPPOS
![Page 61: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/61.jpg)
http://www.zappos.com/map/
Let people watch other people buy stuffand then link it through to the store...
NEW WAYS TO SELL STUFF
Zappos was sold to Amazon last year for $1.2BN
![Page 62: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/62.jpg)
http://www.nationofgo.com/#/explore
BF Goodrich - driver communitiesaround maps using geo-tagged mobile tools
NEW WAYS TO USE GEOLOCATION
![Page 63: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/63.jpg)
A new kind of rewards
programme using Foursquare
http://foursquare.com/businesses/
AND REWARD PEOPLE…
![Page 64: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/64.jpg)
NEW WAYS TO ADD VALUE
![Page 65: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/65.jpg)
The Gilt Group
“Luxury designers and fashion brands at prices up to 70%
off retail.”
2 million membersdisproportionately young
and high-income
$170 million in 2 years
![Page 66: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/66.jpg)
http://designbyme.lego.com/en-us/default.aspx
NEW WAYS TO INVOLVE
![Page 67: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/67.jpg)
NEW WAYS TO MAKE DATA USEFUL
![Page 68: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/68.jpg)
“Every day, millions of people share how they feel with the people who matter the most in their lives through status updates on Facebook. These updates are tiny windows into how people are doing…Grouped together, these updates are indicative of how we are
collectively feeling”
…AND SEE THE INTANGIBLE
http://apps.facebook.com/usa_gnh/
“US Gross National Happiness”
![Page 69: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/69.jpg)
HAVING FUN
Almost 12 million views
2m views in less than 2 weeks
![Page 70: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/70.jpg)
25,000 people
200K documents
![Page 71: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/71.jpg)
![Page 72: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/72.jpg)
CONTENT API & DATA STORE
![Page 73: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/73.jpg)
Voterpower.org
COLLABORATIVE PLATFORMS
![Page 74: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/74.jpg)
users can tweet a candidate from within a politics page.
Find out who is talking about the story on Twitter and tweet the story from within the page
@anywhere PROTOTYPES
OPEN EXPERIMENTATION
sample hovercard for a political candidate
![Page 75: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/75.jpg)
GUARDIAN FOOTBALL FAN NETWORK
FACILITATING CONVERSATION
![Page 76: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/76.jpg)
“We are edging away from the binary sterility of the debate between mainstream media and new forms which were supposed to replace us. We feel as if we are edging towards a new world in which we bring important things to the table –
editing; reporting; areas of expertise; access; a title, or brand, that people trust; ethical professional standards and an extremely large community of readers.”
Alan Rusbridger
http://bit.ly/alanrusbridger
![Page 77: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/77.jpg)
COMMUNITY & INNOVATION
OR…
![Page 78: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/78.jpg)
IGNORE CHANGE AND CHANGE WILL IGNORE YOU
![Page 79: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/79.jpg)
http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html
• Organisations feel bombarded by change
• Many are struggling to keep up
• The gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006.
WHY IS INNOVATION IMPORTANT?
![Page 80: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/80.jpg)
US Patents Granted 1870 - 2005
ACCELERATING CHANGE
ACCELERATING QUANTITY
![Page 81: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/81.jpg)
The capacity of processing doubles every two yearsThe capabilities of many digital electronic devices are strongly linked to Moore's law
ACCELERATING CAPABILITY - MOORE’S LAW
ACCELERATING CHANGE
![Page 82: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/82.jpg)
Ray Kurzweil - accelerating change is a perceived increase in the rate of technological (and sometimes social and cultural) progress throughout history
ACCELERATING CHANGE
ACCELERATING ADOPTION
![Page 83: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/83.jpg)
![Page 84: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/84.jpg)
![Page 85: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/85.jpg)
![Page 86: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/86.jpg)
![Page 87: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/87.jpg)
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Participation
Value creation
Doing things for/with people
Tangible value
Behavior
http://garethkay.typepad.com/
THIS MEANS INNOVATION HAS NEVER BEEN SO IMPORTANT
![Page 88: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/88.jpg)
SO WHY DO MOST ESTABLISHED ORGANISATIONS FIND IT DIFFICULT TO INNOVATE?
![Page 89: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/89.jpg)
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
![Page 90: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/90.jpg)
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
![Page 91: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/91.jpg)
CURRY’S PARADOX
• 4 colour coded shapes, arranged in the form of a triangle• 13 squares wide, 5 squares high• But it’s possible to rearrange the shapes so that we have one blank square – how?
![Page 92: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/92.jpg)
CURRY’S PARADOX
• We see what we want to see, we make assumptions without thinking about it• Assumptions are a way of our brains helping us to be efficient
![Page 93: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/93.jpg)
‘TOXIC ASSUMPTIONS’
…and that people out there really care about the stuff you're producing
The kind of assumptions that are deeply inherent and deeply unchallenged
…like the fact that there will always be a market for what you do
![Page 94: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/94.jpg)
…established businesses often use existing cost base assumptions as the start point for innovating product rather than thinking how it might innovate its cost
base to enable a totally new form of product…
![Page 95: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/95.jpg)
REAL INNOVATION DOES NOT FOLLOW RULES
![Page 96: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/96.jpg)
http://www.savagechickens.com/2007/07
“Necessity does not drive invention. Rather, new inventions come along and mess up every one's life. They would, for the most part, prefer that
they went away entirely.”
REAL INNOVATION IS DISRUPTIVE
Michael Rosenblum
http://rosenblumtv.wordpress.com/2007/02/24/the-ice-story/
![Page 97: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/97.jpg)
"The issue is not discovery. The real issue is organisational, and the only advice that can prove helpful to established firms is how to overcome the organisational obstacles that
hamper the implementation of new business models."
• Without the benefit of a disruptive technological innovation, it is extremely difficult for any organisation to enter a market where established players are dominant
• So it is increasingly about business-model innovation as well
• Established companies find it difficult to innovate in this way
• The majority of business-model innovations end up being introduced by newcomers to the market
• Many business model innovations do not make economic sense for the business
INNOVATION OFTEN DOESN’T MAKE SENSE
![Page 98: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/98.jpg)
SO IN ORDER TO INNOVATE SUCCESSFULLY, WE OFTEN NEED TO CHANGE OUR THINKING
![Page 99: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/99.jpg)
WHAT IS INNOVATION?http://www.flickr.com/photos/fabiano/
![Page 100: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/100.jpg)
INVENTIONINNOVATIONDIFFUSION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
![Page 101: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/101.jpg)
'the creation of a new idea or process’
INVENTION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
![Page 102: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/102.jpg)
'arranging the economic requirements for implementing an invention’
http://www.flickr.com/photos/thomashawk/
…or the commercialisation of that idea or process
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
![Page 103: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/103.jpg)
'adoption and imitation’
DIFFUSION
http://www.flickr.com/photos/airosan/http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
![Page 104: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/104.jpg)
“Since around 2000, we let engineers spend 20% of their time working on whatever they want, and we trust they’ll build interesting things.
After Sept 11, one of our researchers, Krishna Bharat, would go to 10 or 15 news sites each day looking for information about the case. And he thought, why don’t I write a programme to do this?
So Krishna, who’s an expert in artificial intelligence, used a Web crawler to cluster articles. He later e-mailed it around the company.
My office mate and I got it, and we were like, ‘This isn’t just a cool little tool for Krishna. We could add more sources and build this into a great product. That’s how Google News came about. Krishna did not intend to build a product, but he accidentally gave us the idea for one.”
Marissa Mayer, VP of Search Product and User Experience, Google
INSPIRATION
INNOVATION
INVENTION
![Page 105: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/105.jpg)
A computer-generated news site that aggregates headlines from more than 4,500 English-language news sources worldwide, groups similar stories together and
displays them according to each reader's personalised interests.
![Page 106: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/106.jpg)
THE MASTER OF INNOVATION OF
IMITATION?
![Page 107: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/107.jpg)
THE IPHONE WASN’T THE FIRST
TOUCHSCREEN PHONE
![Page 108: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/108.jpg)
The first commercially released personal music player capable of handling MP3 files was the MPMan F10, manufactured by Korea's Saehan Information
Systems and launched in March 1998.
THE IPOD WASN’T THE FIRST MP3 PLAYER
![Page 109: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/109.jpg)
ARTFUL IMITATION
Imitating and reinterpreting the right thing, in the right way at the right time.
Whilst it is innovation that brings new things into the world, it is often imitation
that spreads them
![Page 110: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/110.jpg)
Three separate roles (might be fulfilled by a single person) in the innovation process:
• The capitalist who provides the money
• The inventor who creates the idea
• The entrepreneur who adapts the idea, brings it to market, and commercialises it
Each role is a different task, requiring different skills.
THE ROLES WITHIN THE INNOVATION PROCESS
http://www.flickr.com/photos/paopix/
![Page 111: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/111.jpg)
WHAT IF YOUR CUSTOMERS FULFILLED ONE OR MORE OF
THOSE ROLES?
![Page 112: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/112.jpg)
Customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.
MYSTARBUCKS IDEA
![Page 113: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/113.jpg)
http://www.ideastorm.com/
• 60,000 participants in the IdeaStorm community• They have contributed 12,743 ideas, posted 87,159 comments, promoted ideas 693,670 times• And of those ideas 385 have been implemented
Suggestions for changes to keyboard layouts to Dell Mini netbooks and launching products for world aids project product #Red have all come via this social avenue.
DELL IDEASTORM
![Page 114: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/114.jpg)
KICKSTARTER
“It’s about creating a marketplace”
![Page 115: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/115.jpg)
“Kiva's mission is to connect people, through lending, for the sake of alleviating poverty. Kiva empowers individuals to lend to an entrepreneur across the globe. By combining microfinance with the internet,
Kiva is creating a global community of people connected through lending”
As of November 2009, Kiva has facilitated over $100 million in loans
KIVA
![Page 116: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/116.jpg)
LOCAL MOTORS – A COMPANY STRUCTURED AROUND A COMMUNITY
• Open-source, distributed car company• Community of 3,600 contributors submitted 44,000 designs• Build and sell through network of local centres• Development cycle 5 times faster than traditional car manufacturers• A process which is 100 times less capital intensive
![Page 117: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/117.jpg)
JOHN ROGERS, CEO OF LOCAL MOTORS, ON FIXING THE AUTOMOTIVE INDUSTRY
http://neilperkin.typepad.com/only_dead_fish/2010/02/democratising-industry.html
![Page 118: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/118.jpg)
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was
about technology, but it's not.“
Seth Godin
IT’S NOT ABOUT THE TECHNOLOGY
Image: http://www.gapingvoid.com/
![Page 119: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/119.jpg)
http://www.flickr.com/photos/sulamith/
If the information revolution succeeds the standalone desktop computer will eventually vanish. Its chips, its lines of connection, even its visual interfaces will submerge into our environment until we
are no longer conscious of their presence (except when they fail)
Kevin Kelly
ONE FINAL THOUGHT
As the web expands it disappears
Channels blur
‘Online’ becomes meaningless
‘Social’ is everywhere
![Page 120: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/120.jpg)
http://www.flickr.com/photos/alphadslr/
![Page 121: Neil Perkin for London in Prague](https://reader038.vdocuments.us/reader038/viewer/2022103109/54180f2a7bef0a25558b54de/html5/thumbnails/121.jpg)
http://icanread.tumblr.com/post/82501725
neilperkin.typepad.comhttp://twitter.com/neilperkin
Image courtesy 8.media.tumblr.com and http://www.katylindemann.com/