holistic engagement
DESCRIPTION
Traditional marketing does not work online. Conversations, peer-to-peer recommendations, and network effects are taking over. How do we understand this and participate in a true public sphere where debate and emergent concensus can happen? Lightning talk from Unconference Sheffield 2009.TRANSCRIPT
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How marketing used to work
Expense of broadcast
Knowledge as a scare
resourceTop-down
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The new landscape
Everyone is a publisher/ contributor
Dissemination is free
Bottom –up communication
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Ryanair blowback
Photo used by permission of Jason Roe, http://www.jason-roe.com/
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Top-down communication no longer works
•Efforts to hide things backfire
Streisand Effect
•Only works in closed mediums
Astroturfing
•Conversation will happen
Scarcity is gone
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The medium is the message
Open software
Free use
Constant beta
Meritocracy of code
Open to analysis
Open media
Free access
Emergent consensus
Meritocracy of ideas
Attention economy
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How do we find things out online?
Recommendation (immediate
network)Email
Documentation (extended network)
Syndication
Discovery (aligned
language)Google
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Text is King• Text is our only current
discovery medium• If we can describe it,
we can find it• Success is related to
how much overlap there is between how you describe things, and how they describe things
Seeker descripti
on
Your descripti
on
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The Blog is dead – Long live the Blog!
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Encourage discourse to aid visibility
Communicate publicly
Patrons describe things differently from providers – use your own words
Capitalise on signposting to aid future discovery
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Paths are manifestations of evolved discourse
Photo used by permission of Darren Capes, http://www.flickr.com/photos/alycidon/
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Online presence: domain glue
• Pull together activity elsewhere
• Leave evidence of participation
• Foster activity, feedback, results
• Increase presence and discoverability
Discover
Signpost
Document
Attract
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The new curatorialism
•Select•Filter
& Organise
•Highlight
Editorial activity –
Define the tone, set the agenda
•Don’t assume rigid control is the best path
•Support alternative interpretations
Facilitate discourse,
encourage self-service
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The public sphere
Free discourse leads to communicative action
A true public sphere is emerging
Forums and comments
allow this to happen visibly
The net creates a levelled
playing field for discourse
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Invisible communities
•But one-hundred fold, a community is formed
1 in a million is statistically insignificant
•Elimination of time and space allows a greater audience
Networks magnify effects
•+1 reader is valid participation: a vote
We’re all participants in as-yet unidentified
communities
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RateMD, an invisible community
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Participants on journeys
You are not a destination but one of many stops along a path
Identify the points where you can be involved
Refine the path
What’s your organisational journey?
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Journeys and interaction lifecycles
The technology is just a layer
Ask the fundamental questions:
How did they get here?
What were they looking
for?
What happens after they close the window?
How do they signpost
participation for others?
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… be aware of other outlets
Identify and associate with their existing avenues
Don’t be afraid to use spaces beyond your site – this can be valuable to drive new awareness
Watch how mobile users will engage – how are their needs different?
Platforms are fickle, but conversation is constant - Consider secondary and tertiary communication