What is content in the connected world? - Organic Media Lab
41
Rediscovering Contents in the Connected World Dr. Agnès Jiyoung YUN Founder & CEO Organic Media Lab, Inc.
description
시간을 뺏고 빼앗기는 사업자와 사용자의 관계. 과연 이 둘의 요구는 공생할 수 있을까? 이 강연은 관점의 전환을 요구했다. '고객의 시간을 어떻게 빼앗을까?'보다 '고객이 왜 시간을 쓰는가?'라는 문제에서 시작하는 것이다. 콘텐츠의 본질에서 다시 출발하는 것이다. 연결이 지배하는 세상은 사업자가 주도하는 시장이 아니라 사용자가, 우리의 사소한 연결활동이 이뤄내는 네트워크 세상이기 때문이다.
Transcript of What is content in the connected world? - Organic Media Lab
Rediscovering Contents in the Connected World
Dr. Agnès Jiyoung YUN Founder & CEO
Organic Media Lab, Inc.
���������� ������������
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Organic Media Lab, 2013!
[Friends)Network])
!!
Searchers!
Search!
Publishers!Organic Media Lab, 2013!
[Match!Making!Network!(Google)]!
!!
!!
!!!!
Domination of Networks
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
24H Connected Users
http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
사용자의 매개에 기반한다
매개가 네트워크를 만든다
진화하는 유기체다
Organic Media
연결이 지배하는 미디어 세상
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
What is Content?
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Traditional meaning of Contents
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Extension of Contents
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
콘텐츠의 1차 정의
•소비자 관점: 시간을 써서 즐기고 소비하는 것.
• 공급자 관점: 소비자의 시간을 뺏는 것.
But…
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Customers who viewed this item also viewed
287 Highlighters
Popular Highlights
Contents are Everywhere
“We don’t make money ! when we sell things. !We make money ! when we help customers ! make purchase decisions.” !! – Jeff Bezos –"
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
공감, 소통, 공유…, 연결
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
콘텐츠의 2차 정의
•커뮤니케이션에 사용될 수 있는 모든
것(Things).
•우리를 연결시켜주는 모든 매개체
(Mediator).
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
내가 너의 이름을 불러 주었을 때 너는 나에게로 와서 꽃이 되었다…
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
콘텐츠의 본질 = 연결 콘텐츠는 관계를 만든다
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
MediaTransformation
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
3 Components of Media
Context
Container
Content
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Content
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Container
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Context
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
(Missing) Context!
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
New$(Physical)$Containers$New (Physical) Container
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Multiplication of Contents
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Structural Container
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Fragmentation of Contents
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Reconstruction of Contents
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Extended Context
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Context'Extended Context
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Seamless Context
Customers who viewed this item also viewed
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Advertising Transformation
•Container Newspaper -> TV -> PC -> Mobile !
•Context Space -> Keywords -> SN -> Location !
•Contents Commercial -> Infomercial -> Information
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Content Strategy
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Organic Media Lab, 2013!
[Mass%Media%Network]%
From Space to Network
미디어는 네트워크다
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Strategy! Physical Space based! Network based!
타겟(Target)! 대중(Mass)! 개인(Individual)!
과정(Process)! 모으다(Aggregate)! 참여하다(Engage)!
목표(Objective)! 도달하다(Reach) ! 연결하다(Mediate)!
Organic Media Lab, 2013!
!!
From Space to Network
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Listener
Correspondant
Mediator
From Space to Network
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Product as Mediator
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Implication for Content
• What is the goal? Delivering vs. Mediating
• What is the value? Message vs. Relationship
• What is the matter? Contained vs. Context
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
사업자와 공중(Public)과의 관계를 관리하는 것
vs. 사용자들간의 관계를 매개해주는 것
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
The End is the Beginning
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Recommended Readings
•윤지영, 오가닉 미디어: 연결이 지배하는 미디어 세상, 21세기북스, 2014
http://organicmedia.pressbooks.com !
•노상규, 스마트 경제와 네트워크 비즈니스, 2014. http://networkbusiness.pressbooks.com
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Any Questions?!
[email protected]!www.organicmedialab.com !
Facebook: yun.agnes!Twitter: @agnesyun!
!
