Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future
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Transcript of Content Nation - Surviviing and Thriving as Social Media Changes Our Work, Our Lives and Our Future
SURVIVING & THRIVING WITH SOCIAL MEDIAJohn Blossom, Author of “Content
Nation”9 September
2009
9 September 2009Copyright © 2009 Shore Communications Inc. - All Rights
Reserved2
28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 3
28 January 2009
Copyright © 1999-2009
Shore Communicat
ions Inc. ALL RIGHTS RESERVED
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Social Media
What it Means Today Media Business Education Government Politics Society
What it Really Changes What it Means for Our Future
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The World is a Nation of Publishers
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16 January 20096
Content Nation is born! Influencing bloggers:
59 million people 24th largest nation
Influencing social networkers: 74 million people 16th largest nation
A Global Nation of Citizen Publishers
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From the Book…
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What is Social Media? Content Nation’s Seven Secrets of Social
Media Where Content Nation Is Leading Us
What is Social Media?
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The ability for anyone to influence others easily using highly scalable and accessible publishing tools. Weblogs Wikis Social Networking Share Videos, Photos, Podcasts, Bookmarks,
Mashups Messaging/Microblogging Forums, Chats, Collaboration Ratings, Reviews, Comments
What do you need to make the “secret sauce?”
Seven Secrets of Social Media
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Social Media Secret #1
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It’s all about the ability of people to scale their influence independently
Global Influence
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Local Influence
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Real-Time Influence
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Real-Time Influence
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Brand Influence
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Product Influence
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Political Influence
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Social Media Secret #2
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Technology matters in social media, but not as much as understanding what people are seeking to gain from influential publishing
Where is the “Hot Spot” Tonight?
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What Are My Customers Saying?
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Personal and Professional Goals
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Social Media Secret #3
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Social media is not about the law of the jungle but the law of the campfire: values matter and having people who are willing to enforce values matters.
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Social Media Secret #4
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Social media creates millions of influential and highly scalable and valuable contexts for content, far more than provided by conventional media.
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Shore Communicat
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Mashups: Contexts Out of Thin Air
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Contexts for People & Organisations
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Social Media Secret #5
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Social media trumps mass production’s productivity with mass contextualisation for millions of highly focused peer communities and markets.
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Publications for/by Any Community
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The “Big Sombrero” Social Economy “The Long Tail”: the
lifecycle of short-lived mass-market “hits”
“The Big Sombrero”: the lifecycle of long-lived social economies
Building global and local social economiesfor any size enterprise
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Social Media Secret #6
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Social media’s personally contextual content establishes more influential direct relationships between people who can help one another to survive and thrive.
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Altruism Yields Personal Influence
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Global/Local Economic Influence
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Social Media Secret #7
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Social media’s influence may be broad or narrow, long or short, but its value almost always benefits people who know how to have - and to listen to - conversations.
Ask and You Shall Receive
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Leaving Room for Dissent & Dialog
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Where is social media taking us?
Surviving and Thriving in Content Nation
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Where Does Social Media Bring Us?
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Realigning the bonds of society Returning to more flexible human
organization Extending our ability to evolve
civilizations
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To Publish is to be Human
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Reclaiming Humankind’s Heritage
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The Other 5 Billion
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Publishing: Civilization’s DNA Publishing defines the
organism of society Change publishing and
you change how society can adapt and evolve
Models of altruism are the key
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Animal Altruism: Based on Genetics Organizes small
animal/human groups “You might be
related to me so I’ll cooperate”
Encoded in natural genes
Focused on flexible, collaborative social adaptation – “own the moment”
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Human Altruism: Based on Publishing Organizes large
human groups “We have a
social/business contract so I’ll cooperate”
Encoded in publishing Focused on inflexible,
centralized ownership Creates social
organisms that adapt slowly to change
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Central Publishing Speeds Extinction
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Source: Gerrit Schoups et al., PNAS
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Nature’s DNA Does Better
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Social Media Rewrites Society’s DNA Decentralized control Peer bonds Collaborative Real-Time Contextual Transactional Leveraging technology and humanness
to create rapidly adapting and highly scalable civilizations
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From Machine to Global Organism
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The Sensor Society
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The Sensor Society
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The Sensor Society
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Social Media: Civilization’s new DNA?
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Spore: Share evolving user-designed creatures
Over 3 million created in a few weeks Twice the number of
known species! Social media can
offer civilization new scalability & diversity to survive and to thrive
Our Next Great Civilization?
Re-adapting to ice ages ?
Organic networks Organic social media Our tribes will be
anywhere and everywhere
Our relationships will extend through the ages
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Source: Doc Searls
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Chasing the Mammoth: Context is All
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Source: Dr. Silvia Helena Cardoso
The Mammoth Code for Social Media Let your content “graze” where it needs
to Study its behavior carefully Be prepared to chase it Bring friends & family Build collective wisdom Share in the hunt Use everything Be ready to switch to alternatives
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Key Lessons for ALPSP Members Institutions need more value from publishing
Look at people and processes Locating right expertise and ways of working together
Help conversations mature into new products Wikipedia moves from “wild west” to juried content O’Reilly Rough Cuts enables new models for learning
Focus on the context of your content Copyright valuable, but not as important as valued uses Owning relationships more valuable than owning IP
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Supporting Open Innovation
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Open-Ended Thought Development
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The World is a Nation of Publishers …be a Citizen!
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ABOUT SHORE
Content Marketing Strategists Enhance your strategies for publishing
and content technology products and services in enterprise and media markets
We provide: Private Consulting, Advice and
Research Daily and Weekly News Analysis Newsletters Published Research
Recognized: 2004, 2005 EContent Magazine
“100 Companies that Matter Most” 2007 CODiE – Best Media Blog
Web: shore.com
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FOR FOLLOW-UP…
PHONE 203.293.8511
EMAIL [email protected]
WEB shore.com contentblogger.com contentnation.com
TWITTER/SKYPE jblossom
POST John Blossom
PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880
13 November 2008 Copyright © 1999-2008 Shore Communications Inc. ALL RIGHTS RESERVED64
SOCIAL MEDIA: BENEFITS FOR PEOPLE IN NEW CONTEXTS
Content is information and experiences that benefit an audience in specific contexts.
If people don’t benefit, it’s not content!
Source: Isabelle Trocheris/David Giovannoni