This document discusses implications for content industries in light of changing customer behaviors and boundaries. It suggests that industries must evolve their concepts of products to focus more on services, experiences, and personalized customer relationships. Successful companies will build participatory cultures by tailoring values to customers and leveraging social networks for unique, individualized experiences.

1. Crossing Boundaries:
Implications for the
Content Industries
-4h=p://spaceappschallenge.org/staAc/images/default.jpg
Ray
Gallon
&
Neus
Lorenzo
h=p://mixturesrx.com/blog/wp-­‐content/uploads/2011/08/
weighing_the_balance1.jpg
Your
Most
Important
Stakeholder:
Your
customers

2. Thank
you
for
sharing
your
insights
with
us!
Ray
Gallon
&
Neus
Lorenzo
Communities for Prosperity
h=p://chadpullins.files.wordpress.com/2010/02/risk-­‐management.gif

3. Ray
Gallon
&
Neus
Lorenzo
Product Enterprise Stakeholders
h=p://tctechcrunch2011.files.wordpress.com/2013/09/nokia-­‐boots.jpg?w=300&h=244

4. Product
Enterprise
Stakeholders
h=p://thebarking.com/wp-­‐content/uploads/2010/0
6/cellPhoneUsers.jpg
h=p://2.bp.blogspot.com/-­‐5miibF7HOII/Tu-­‐945Uv4SI/AAAAAAAAAO8/h11VUt1EJG8/
s200/old+person+using+phone.jpg
-­‐mil
nokia
/The-­‐
12/04
s/20
ee.gif
pload
1/01/
ent/u
s/201
-­‐cont
ad
wp
t/uplo
.com/
onten
gizmo
/wp-­‐c
.uber
.kh
/cdn2
y.com
h=p:/
s.saba
/new
h=p:/
l.jpg

5. Product in the age of abundance:
changing the concept
Generalised
consumpAon,
a
21st
c.
democraAc
right.
h=p://upload.wikimedia.org/wikipedia/commons/c/c6/FOB_DETROIT-­‐
NEW_CARS_ARE_LOADED_ONTO_RAILROAD_CARS_AT_LASHER_AND_I-­‐75_-­‐_NARA_-­‐_549696.jpg
h=p://upload.wikimedia.org/wikipedia/commons/thumb/2/2d/Russo-­‐baltC24-­‐40.jpg/640px-­‐Russo-­‐baltC24-­‐40.jpg

6. What do they have in common?
• It’s
not
just
the
product:
maintenance,
updates,
consumables…

7. Products in the digital age:
dematerialised added value
•
•
•
•
•
experience
Unique
EmoAons
Self-­‐image
maginaAon
I
xt
ocial
conte
S
h=p://t1.gstaAc.com/images?q=tbn:ANd9GcQmisaJ4Q3HwkGvqlN_dPyzVdPIAVXZGEiSo-­‐KD26fU0EGpqQL7
h=p://www.germancarblog.com/images/driving_experience.jpg

8. Content Evolution:
Services, Events, Customer Personalisation
h=p://
img.in
formad
h=p://theatomicredhead.files.wordpress.com/2011/12/ar-­‐gits002.jpg
or.com
h=p://www.staAcmiss.com/imgs/normal/2010/05/07/disfraz-­‐set-­‐accesorios-­‐el-­‐zorro-­‐nino.jpg
h=p://img2.mlstaAc.com/anAfaz-­‐de-­‐robin-­‐zorro-­‐green-­‐lantern-­‐en-­‐latex-­‐disfraz-­‐_MLA-­‐O-­‐132942961_6546.jpg
.mx/bibliot
eca/im
h=p://lh5.ggpht.com/_luv81vaor2I/TUKtAq-­‐opfI/AAAAAAAACJA/56GOYzT7LDs/capa%20zorro_thumb
agen/3
h=p://i.ebayimg.com/t/Vintage-­‐LGB-­‐Li=le-­‐Golden-­‐Book-­‐Zorro-­‐and-­‐the-­‐Secret-­‐Plan-­‐1958-­‐A-­‐/00/s/
70x277
%5B3%5D.jpg?imgmax=800
/642/6
MTYwMFgxMzkw/$(KGrHqRHJFME916qNbucBPed!R5BSQ~~60_35.JPG
4

9. Does
the
Logo
Relate
to
the
Product?...
This
brand
sells
sot
products…
to
hard
people.
It’s
about
emoAons,
man!
h=p://top100reviews.com/wp-­‐content/uploads/2013/08/bull.jpg
h=p://www.kualalumpurpost.net/wp-­‐content/uploads/2013/03/redbull_rb4_4.jpg
h=p://www.hdwallpapersinn.com/wp-­‐content/uploads/2012/11/ryan-­‐dungey-­‐ktm-­‐red-­‐bull-­‐marque-­‐publicit-­‐x-­‐194699.jpg

10. The Enterprise:
An Interaction-rich Environment
_liq
/2011/04/logo
ordpress.com
p://frrl.files.w
h=
uidnetwork.jp
g
h=p://bro
therbang
un.net/w
p-­‐conten
Inspired:
by
Steven
Johnson:
Where
good
ideas
come
from?
t/upload
s/2013/0
3/Google
-­‐Office-­‐D
ublin.jp
g
h=p://www.ted.com/playlists/20/where_do_ideas_come_from.html

11. Inspiration: Where does it come from?
Flash Moment or Liquid Network?
h=p://us.123rf.com/400wm/400/400/eraxion/eraxion0706/eraxion070600202/1066802-­‐acAve-­‐neurone.jpg

12. External Point of View:
The bird’s-eye lacks detail
h=ps://scontent-­‐a-­‐cdg.xx.vcdn.net/hphotos-­‐prn2/1450264_709641542386966_1807048068_n.jpg

13. Point of View: Up Close,
We Can Imagine the Effort and Pain
h=ps://scontent-­‐a-­‐cdg.xx.vcdn.net/hphotos-­‐frc3/1465354_708420959175691_773815790_n.jpg

14. The Gardener Knows the Flower
Because He is an Expert in his Field
Picture:
Greg
Scullin.
h=p://www.weeklyAmesnow.com.au/arAcle/2013/03/20/563539_business-­‐news.html

15. The
bee
knows
the
flower
from
experience
and
need
h=p://es.slideshare.net/gretacalinda/natures-­‐beauty

16. Involvement Favors
Connective Minds
•
•
•
•
•
•
•
•
•
Ask
users
Contextualizing
Inquiry
Repurposing
Problem
solving
CreaAvity
Cost
reducAon
Sustainability
…
…
h=p://estaAcos01.cache.el-­‐mundo.net/elmundosalud/imagenes/2008/12/23/1230021245_0.jpg
h=p://www.ted.com/playlists/20/where_do_ideas_come_from.html

17. What “Customers”
Experience and Need
2008
Financial
Crisis
laAons
at
if
re
th
elieve le
were
57%
b n
peop
ee
nomic
co
betw
,
the
e pear
proved
disap
im
ld
s
wou
crisi
80%
o
f
believ
French
po
pu
e
econo
that
the
c laAon
urren
mic
cr
t
“crisis
isis
is
r
of
va
lues”
esult
of
a

18. The Call for Values
Belonging and becoming
h=p://www.greenbookblog.org/wp-­‐content/uploads/2013/10/cu-­‐core-­‐values.gif

19. The Call for Values
The
use
of
“values”
is
based
on
“respect”
–
which
implies
recognizing
the
singularity
of
the
individual
The
economic
model
of
happiness
has
gone
too
far
Develop
new
ideas
and
ideals
in
a
small
circle
around
themselves,
with
other,
similarly
minded
people
“No
one
may
speak
in
my
name
–
not
poliAcians,
not
companies,
not
adverAsers”
Not
individualist,
it’s
formed
around
communiAes
of
interest
BUT:
Universal
values
are
no
longer
enough
to
create
social
cohesion

20. Participatory Culture
• Affiliations
• Expressions
• Collaborations
• Circulations
-­‐Henry
Jenkins,
Annenberg
School
of
CommunicaAons,
Stanford
University
SOURCE: “Confronting The Challenges Of Participatory Culture,” MIT PRESS, 2009
h=p://i.dailymail.co.uk/i/pix/2011/06/08/arAcle-­‐0-­‐0C77CBD200000578-­‐134_634x400.jpg
h=p://4.bp.blogspot.com/-­‐Rzghhl2czRE/ULhQW3tLgzI/AAAAAAAAAjg/-­‐T1zwwhfJIQ/s1600/Non-­‐Matching-­‐Bridesmaid-­‐Dresses.png

21. Context is everything
h=p://www.washingtonpost.com/blogs/worldviews/files/2013/08/populaAon-­‐map.jpg

22. How Do We Build
Participatory Culture?
• Set
of
values
tailored
to
the
customer
base.
• Use
the
social
networks
for
individualised
unique
experiences.
– We
need
the
community
to
resource
all
the
different
possible
ideas
for
meeting
the
variety
of
demands
we
face.
h=p://www.findtheedge.com/wp-­‐content/uploads/2013/06/Business-­‐Transparency-­‐is-­‐the-­‐New-­‐
Currency.jpg
• Interesting
note:
France
is
preparing
to
create
a
new
type
of
social
economy
company
that
will
operate
like
an
association,
but
has
the
right
to
be
capitalised
and
make
limited
profit.

23. Organization of Integrated
Stakeholder Communities
Shared
strategies
and
experiences:
I
have
trouble
doing
this
–
anyone
else?
I’ve
found
a
great
way
to
do
this!
Has
anyone
ever
had
to…?
IntegraAon
of
experiences
back
into
the
product
Requires
a
well
designed
overall
Content
Strategy

24. Capturing Value from your
Integrated Learning Community
• Use
animators
to
enable
participants
• Open
structures
that
facilitate
multiple
interactions
(Google+
circles
rather
than
Facebook
“friends”)
• Use
your
own
judgment,
but
first
listen
carefully
to
other
participants
in
the
community.
• Foster
and
encourage
creativity.
• Ask
for
input:
– Don’t
promise
to
publish
– Do
promise
to
take
it
seriously
– Follow
up
on
that
promise.

25. Ray
Gallon
&
Neus
Lorenzo
Some Implications of Stakeholder
Integrated Learning Communities

26. Some Implications of Stakeholder
Integrated Learning Communities
gent
need,
yond
contin
ing
goes
be
• Think
example:
for
r
others?”
useful
fo
I
do
can
be
n
what
I
can
–
“What
t
o
has
an
effec
at
others
do
– “ W h
use”

27. Some Implications of Stakeholder
Integrated Learning Communities
Value
from
community
is
captured
and
fed
back
to
system
Ray
Gallon
&
Neus
Lorenzo
ce
to
n
dhere
grows
a
omer
mpany
C u st
ct
&
co
ed
to
t
produ
ntribu
y’ve
co ent.
el
the
e
m
They
f nd
develop
a
esign
d

28. Communities for Prosperity
From
S
ocial
T
ransfo
to
Tran
rmaAo
sforma
n
Aon
So
ciety
Ray
Gallon
&
Neus
Lorenzo
h=p://www.megasignals.com/files/2011/03/iStock_000010007327Small-­‐300x300.png
h=p://socialmediaweek.org/files/2012/01/transparency-­‐camp-­‐2010-­‐wordle1.jpeg

29. How Do We Start?
Transforming
Expectations
h=ps://scontent-­‐b-­‐lhr.xx.vcdn.net/hphotos-­‐prn2/1451577_596825293700223_800332860_n.jpg

30. What is Our Message?
Calling for
Honesty
h=p://www.upworthy.com/a-­‐catalog-­‐that-­‐believes-­‐reality-­‐can-­‐sell-­‐clothes-­‐be=er-­‐than-­‐photoshop?c=uv1

31. Where is the Added Value?
The Power
of Many –
from the
ground up
h=ps://scontent-­‐b-­‐lhr.xx.vcdn.net/hphotos-­‐ash4/1390582_236416453183282_583127513_n.jpg

32. Where is the Weak Spot?
Privacy
h=p://www.nonprofitlawblog.com/.a/6a00d834558ca469e20133f344d1ac970b-­‐800wi
h=p://www.adviceinteracAvegroup.com/images/Social-­‐Media-­‐Share-­‐Bu=on-­‐On-­‐Keyboard.jpg
"...the key question is whether citizens will be potent, sovereign
and knowing enough to enforce this deeply human want."
-David Brin
Privacy is only possible if freedom (including the freedom to know) is protected first.
The Transparent Society
(1998)
by
David
Brin
h=p://en.wikipedia.org/wiki/The_Transparent_Society

33. How Do We Empower
Stakeholders?
Transparency
“Most
of
the
people,
knowing
most
of
what's
going
on,
most
of
the
Ame?”
“…
It
would
only
be
an
extension
of
what
already
gave
us
the
Enlightenment
(freedom
and
individual
protecAon)
except
for
the
fact
that
we
are
now
asking
for
privacy
and
autonomy.”
The Transparent Society
(1998)
by
David
Brin
h=p://en.wikipedia.org/wiki/The_Transparent_Society

34. Collaborative
Problem Solving
Bedford
Hours,
Add.
MS
18850,
BriAsh
Library,
London

35. Plurality of views for prosperity:
Culture of enriched parAcipaAon that includes
execuAves, producers and customers.

36. Ray
Neus
Email:
ray@transformaAonsociety.net
TwiGer:
@RayGallon
LinkedIn:
Ray
Gallon
Google Plus:
+Ray
Gallon
Blog – Rant of a Humanist Nerd:
h=p://humanistnerd.culturecom.net
Email:
neus@transformaAonsociety.net
TwiGer:
@NewsNeus
LinkedIn:
Neus
Lorenzo
Ray
Gallon
&
Neus
Lorenzo
THANK YOU
Next Webinar: “The
End
of
the
Job
Ethos:
Blending
professional
and
private
acAvity”
12
December
2013