Ray  Ga

llon  &  Neu

s  Loren

zo  

Crossing Boundaries: Implications for the Content Industries

-3-

Consumers  become  Producers  

h8p://spaceappschallenge.org/sta?c/images/default.jpg  

h8p://economic?mes.india?mes.com/thumb/msid-­‐18143149,width-­‐640,resizemode-­‐4/a-­‐satellite-­‐scavenging-­‐parts-­‐of-­‐defunct-­‐communica?on-­‐satellites.jpg  

Participate and interact! Thank  you  for  amplifying  this  experience!  

h8p://talknerdy2me.org/wp-­‐content/uploads/2011/12/microphone.jpg  

In the beginning, there was interaction

Human communication models

h8p://www.roastbrief.com.mx/wp-­‐content/uploads/2012/02/saberscuchar.jpg  

Emi8er  

Exchange  

Receptor  

Recursiveness  

From The Power of the Speaker…

h8p://www.patrickhenrycenter.com/images/photos/henrynrwd.jpg  

h8p://bes8ripa

dvisor.net/wp-­‐c

ontent/uploads

/2013/06/the-­‐r

oman-­‐senate.jpg  

…To the Power of the Audience

1-Linear Model: Focus on Emitter

http://www.shkaminski.com/Classes/images/Aristotle's%20Model%20of%20Communication.gif

Broadcasting & Web 1.0

http://fe867b.medialib.glogster.com/media/41/41beb3ce131e4abbc45a40d9502fccca28eb8fdf5c1083b3ad37a58b343641fb/old-time-tv-jpg.jpg

h8p://cdn.arstechnica.net/2011/10/08/mosaic_6beta-­‐4e90709-­‐intro.jpg  

If  you’re  not  paying  for  it,  you  are  the  product!  

“Our broadcasts have the vocation to make the viewer’s mind available to our advertisers”

-Patrick le Lay, ex-Director, TF1 TV (France)

h8p://www.mediabuy

erplanner.com/upload

s/Nielsen-­‐ra?ng

-­‐week-­‐Jul11-­‐top-­‐

10-­‐broadcast-­‐tv

-­‐Jul11.gif  

h8p://mediaspot.ospreypacks.com/wp-­‐content/uploads/2013/02/OutdoorUSAMagazine_Fansometer_Jan_2013.jpg  

h8p://i.marke?ngprofs.com/assets/images/daily-­‐data-­‐point/net-­‐promoter-­‐score-­‐netpop.jpg  

2 – Dialogue Model: Focus on Information Exchange

Channel

« Noise » (Enivronment, Culture, etc.)

Message

Code & Referant

Common  Code  &  Shared  Reality  

Feedback  

Past  Experience  Knowledge  Feelings  A`tudes  Etc.  

Past  Experience  Knowledge  

Feelings  A`tudes  

Etc.  

Participative interaction & Web 2.0

Ifixit.com – Multilayered Crowdsourcing

Layer  1:  Channel  and  star?ng  expert  advice  created  by  the  ini?ators  

Layer  2:  Expert  advice  created  by  users  

Layer  3:  Spare  parts  sold  to  users  in  context  

3 – Iceberg Model: Focus on Receptors

Online  Communi?es  

Corporate  Image  

Fundamental  Values  Learning  Styles  

Change  as  improvement  

Social  Roles  Group  vs.  Individual  Dynamics  

Referen?al  

Buzz  on  the  Nets  

Common  Culture  Shared  Experiences  

Economic  Condi?ons  Local  Poli?cs  

Space-­‐Time  Percep?on  

Social  Media  Strategy  Implicit  

User  Assistance  Ader  Sale  Svc.  

Customer  Experience  Website  

User  Interface  Explicit  

Sales  People  Print  Materials  

The Story of Twitter

•  In#the#b

eginning#t

here#wer

e#

140#char

acters.#

That’s#all

.#

–  No#rep

lies#

–  No#me

ssages#

–  No#ret

weets#

•  2#Novem

ber,#2006

:#The#

first#@#repl

y#was#inv

ented#

by#Rober

t#S.#Ander

son:#

•  Decisiv

e#in#determ

ining#if#

TwiHer#w

as#for#upd

ates#or#

conversaJ

ons#

•  First#@

Tweet#(no

#space):#

23#Novem

ber#2006#

•  Became

#official#fe

ature##

30#May#20

07#

•  Now#als

o#used#by

#LinkedIn

#

SOURCE:

#hHp://qz

.com/135

149/the^fi

rst^ever^h

ashtag^re

ply^and^re

tweet^as^

twiHer^us

ers^inven

ted^them

/#

The First Hashtag •  Proposed(by(Chris(Messina(on(23(August(2007:((•  Twi<er(execu?ves(said(it(was(“too(nerdy.”(•  Messina(called(them(

“channels.”(Stowe(Boyd(proposed(the(name(“hashtags.”(

•  Adopted(as(an(official(feature(in(July(2009(

•  Now(also(used(by:(–  Facebook(–  LinkedIn(–  Google+(

SOURCE:(h<p://qz.com/135149/the]first]ever]hashtag]reply]and]retweet]as]twi<er]users]invented]them/(The First Retweet

•  April&17,&2007.&Eric&Rice&rebroadcast&

someone&else’s&tweet&

for&the&first&>me&using&

the&word&“retweet.”&

•  The&first&to&use&“RT”&

was&probably&@TDavid&on&25&

January&2008.&&

•  New&style&Retweet&introduced&by&TwiLer&

in&November&2009&

SOURCE:&hLp://qz.com/135149/theXfirstXeverXhashtagXreplyXandXretwee

tXasXtwiLerXusersXinventedXthem/&

Three Essential Features Demonstrate Empowered Users

•  Ini?a?ves  that  start  informally  can  be    adopted  officially    

•  Game  changing    innova?ons  not  imagined  by  “the  powers  that  be”  

•  Copied  by  other  services  

IMAGE:  h8p://rack.1.mshcdn.com/media/ZgkyMDEzLzA1LzEwLzVmL2Z1bm55bW9tc29uLjkyODE3LmpwZwpwCXRodW1iCTk1MHg1MzQjCmUJanBn/5680bd75/be5/funny-­‐moms-­‐on-­‐twi8er.jpg  

Users  become  Produc

ers.  

Users  develop  and

 add  value  to  

the  product.  

Image Ref: http://goo.gl/Ow7fi

The  more  virtual  the  

ac?vity,  the  more  

evidence    we  have

 of  the  

consumer’s  produc?on.  

Image Ref: http://goo.gl/Cgx5W

•  Opportunities for users to create their own input. •  They define others’ experiences as well as our own.

Services  are  delocalized  

Point of

View h8p://images.fineartamerica.com/images-­‐medium-­‐large/the-­‐witness-­‐paul-­‐horton.jpg  

Just a slight adjustment in point of view…

...  can make the message meaningful for everyone

h8p://buzzcanuck.typepad.com/agentwildfire/images/2008/07/31/community.jpg  

Execu?ves  

Producers  Customers  

The New Value Culture

h8p://us.123rf.com/450wm/radiantskies/radiantskies1210/radiantskies121000394/15998442-­‐abstract-­‐word-­‐cloud-­‐for-­‐the-­‐experience-­‐economy-­‐with-­‐related-­‐tags-­‐and-­‐terms.jpg  

4-Helical Model: Focus on Recursiveness

h8p://www.likeateam.com/wp-­‐content/uploads/2012/10/communica?on-­‐2.jpg  Ref:  h8p://www.shkaminski.com/Classes/Handouts/Communica?on%20Models.htm#_What_is_a_Model?    

h8p://www.gutenberg.org/files/11592/11592-­‐h/images/006l.jpg  

link  h8p://www.gnaana.com/visuals/july10/Palm_Mat_Weaving.jpg  

h8p://www.pulsarmedia.eu/data/media/916/Yasuni%20Na?onal%20Park,%20Amazon%20Rainforest,%20Ecuador.jpg  

link  

h8p://www.wilkinsonsofnorwich.com/Images/Uploads/med1FT.JPG  

link  

Freedom  

is  always  

 a  risk  

A Recursive View of communication The  recursive  nature  of  stories  which  borrow  from  each  other  

h8p://www.screenwerk.com/media/Screen-­‐shot-­‐2012-­‐05-­‐09-­‐at-­‐9.45.17-­‐AM.png  h8p://blog.ucd.com.pl/wp-­‐content/uploads/2010/05/Jak-­‐zwi%C4%99kszy%C4%87-­‐zysk-­‐z-­‐serwisu-­‐WWW.jpg  

The power of consumers increases as they produce content

Based  on  Gary  Hayes  2006  h8p://www.theappgap.com/wp-­‐content/uploads/2008/03/web1to31.jpg      

http://www.stadiumwireless.co.uk/images/slider_img2.jpg

http://1.bp.blogspot.com/-2ZyHl0lfkHg/UhIuh77vEjI/AAAAAAAABGo/z3tXgHr8g6s/s1600/mobile-phone-sports-fan-Connected-Everywhere.jpg

http://www.3g.co.uk/PR/March2006/Fifa.jpg

http://i.telegraph.co.uk/multimedia/archive/02460/Untitled-1_2460726a.jpg

We’re All Experts Now

Increasing dematerialized culture

QR  technology  &  Bar  Code  readers:  ZXing  Decoder  Online    Ref.  ZXing  Decoder  Online:  h8p://?ny.cc/4la0dw  ;  QR  Generator:  h8p://qrcode.kaywa.com/  

   

Image  ref:  h/p://goo.gl/xnonk  

The Future is Mobile...

http://www.chemgeneration.com/hu/images/Blog_3_pic_02.jpg

http://www.slideshare.net/montymetzger/marketing-trends-22756803

h8p://images03.olx.in/ui/18/08/52/1358146176_472640652_1-­‐Pictures-­‐of-­‐-­‐Make-­‐your-­‐own-­‐website.jpg  

The Power of User Stories

•  Let’s  be  hones

t:  innova?on  is  ri

sky  

•  I  can  buy  it  fro

m  home  and  save  ?me  

•  It’s  my  contribu?on  to

 a  more  ecological  p

lanet  

•  This  is  just  for

 me:  I  really  can  m

ake  it  my  own  w

ay!  

•  Since  I  started

 using  it,  my  busine

ss  has  improved  

h8p://es.slideshare.net/cris?naqdavila/las-­‐20-­‐tendencias-­‐hot-­‐del-­‐nuevo-­‐consumidor-­‐y-­‐sus-­‐aplicaciones-­‐al-­‐marke?ng-­‐presenta?on?from_search=1  

h8p://blog.lulus.com/images/blog/BLKFRIBlogHeader.jpg  

h8p://4.bp.blogspot.com/-­‐OcN0XEXjsJY/Tp5-­‐2P0rgjI/AAAAAAAAKcs/xcUdx8nqHLM/s1600/Cast-­‐your-­‐votes-­‐now-­‐for-­‐Peoples-­‐Choice-­‐Awards-­‐2011-­‐PeoplesChoice.com_1289522499238.png  

Four Communication Models, Four Audience Roles

Emi8er  Exchange  

Receptor  

Recursivness  

Whatever the Audience, They are the Protagonist

h8p://www.sportsdirectnews.com/images/news/10182/538x0/barca-­‐fans-­‐mock-­‐real-­‐with-­‐pro-­‐mourinho-­‐chant.jpg  

THANK YOU

Ray  Email:  ray@transforma?onsociety.net  Twi/er:  @RayGallon  LinkedIn:  Ray  Gallon  Google  Plus:  +Ray  Gallon      Blog  –  Rant  of  a  Humanist  Nerd:    h8p://humanistnerd.culturecom.net    

Neus  Email:  neus@transforma?onsociety.net  Twi/er:  @NewsNeus  LinkedIn:  Neus  Lorenzo    

Next  Webinar:  “Your  Most  Important  Stakeholder:  Your  customers”  20  November  2013