ntw170109
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TRANSCRIPT
17th January 2009
HANNAH RUDMAN
Developing a digital strategy for NTW
www.slideshare.net/hanrudman
Diminishing digital divide?
• Connectivity and kit– 87.6% UK homes have digital TVs– 300m smartphones in the world,– Nokia making an entry level handset,– Malawi building IT infrastructure for smartphones not
PC– 4bn mobile users in 12mths– 10% global population on
broadband in 12 mths
It’s not about the technology
• Convergence
– In a few years time,
mobile devices will
hold 10TB data
(10,000 GB)
People want to do more than attend
• Personalise• Participate• Co-produce• Create meaning
– Alan Brown’s latest research: WolfBrown
This affects:– Business models– Organisations’ operations– Artistic practice
“We-think”“We-Think: the power of mass creativity is about what therise of the likes of Wikipedia and Youtube, Linux andCraigslist means for the way we organise ourselves, not justin digital businesses but in schools and hospitals, cities andmainstream corporations. My argument is that these newforms of mass, creative collaboration announce the arrivalof a society in which participation will be the key organisingidea rather than consumption and work. People want to beplayers not just spectators, part of the action,not on the sidelines.”
Charles Leadbeater, thinker and author.www.wethinkthebook.net
Develop a social media strategy
• Connect
• Build relationships
• Collaborate
• Know your market
Piracy - a new business model?
Paul Coelho:“I found a pirated Russian translation of The Alchemist - and
we were selling 1,000 copies a year in Russia, that’s notvery impressive - so I said OK, lets put the pirate edition
online for people to download.In 2001 it sold 10,000 copies and everyone was puzzled and
the the next year we went to over 100,000.It was, believe it or not, the free-for-download book. People
downloaded it, started reading it, liked it, and bought it…in the third year, we had over 1m copies, now we’re over
10m copies in Russia.Publishers have a tendency to try and protect the content.
It’s a lost battle.”
If we’re not selling content, then…
The key is to offer valuable intangibles that cannotbe reproduced at zero cost, and will thus be paid
for.
Kevin Kelly, founding editor, Wired.
If copies lose their “value”, then we must sellsomething that can’t be copied.
The end of control?In the past, you were what you owned. Now you are what
you share.Charles Leadbeater, We Think.
The traditional Western paradigm of “Copyright as thesole value of content” is unsustainable.
You may struggle to own the content. But you can ownthe
CONTEXT, MEANING, RELEVANCE, EXPERIENCE,EMBODIMENT, TIMING
And a word of warning…
• Formally…
– Audience
– Consumer
– Listener
– Customer
– Buyer
• Now..
– Users
– Co-creators
– Contributors
– Peers
– Producers
– Promoters
These people are your new sales & marketing, press& PR teams - don’t underestimate the importance of
building a relationship with them!
Sharing is Caring :-)
Implications for organisations & artists– ARTISTIC
• people's online lives and digital devices become part of real experience – venues and otheraudience members may have to change their attitudes to their inclusion;
• the relationship between the writer and community will become flatter - writers and readers willbegin to develop work collaboratively;
• people will be organised without the organisation, players without the play;
– OPERATIONAL• encouraging more personalisation of and participation with the experience of your work or
organisation via digital tools and channels means increasing investment in this area;• becoming more porous as organisations and artists means opening up to a wide dialogue,
including the negative and critical;
– BUSINESS MODELS• Money will be generated from driving attention, not from selling pieces of content. (Powered by
next generation advertising)• Creativity is the currency of the future• creating more digital content means more/different investment and different contracts with
venues, writers and audiences.
What will it be?Open Innovation/user innovation
• The people with the best ideas don’t work for you
Rapid Prototyping: create, debate,respond…
Wikis, extranets, MSLive
Aggregating supply & demand: carshare, carbontrading?
( 4iP’s Landshare, freecycle,
parkatmyhouse)