Putting Community at the Core of Innovation In Media
1. Putting Community at the Core
of Innovation in New Media
by Evgeny Morozov
Director of New Media, Transitions Online
July 25, 2007
2. Outline
Wisdom of crowds
Social ways of being
Emergence of social media
How can communities help innovate?
Challenges for media organizations
3. 1841
quot;Men, it has been well
said, think in herds; it will
be seen that they go mad
in herds, while they only
recover their senses
slowly, and one by one!quot;
Charles Mackay, 1841
4. Nowadays...
“Why the Many Are Smarter
than the Few” (2004)
“Wise crowdsquot; need
(1) diversity of opinion
(2) independence of
members from one another
(3) decentralization
(4) a good method for
aggregating opinions
5. Paradox?
As technology is getting smarter, human
interaction is playing an increasingly important
role
6.
7. Group think or individuality?
Arguably, we have never been more autonomous
and independent than now
BUT
The realm of the social Web also makes us more
aware of others
=
better filtering/production of ideas ?
8.
9.
10.
11.
12.
13.
14.
15.
16.
17. Ambient Intimacy
Ambient intimacy is about being able to keep in touch with people
with a level of regularity and intimacy that you wouldn’t usually have
access to, because time and space conspire to make it impossible.
Flickr lets me see what friends are eating for lunch, how they’ve
redecorated their bedroom, their latest haircut. Twitter tells me when
they’re hungry, what technology is currently frustrating them, who
they’re having drinks with tonight
Lisa Reichelt/ http://www.disambiguity.com/ambient-intimacy/
18. All those new social dimensions change the
group dynamics completely
23. Individual still the primary figure
But individual outputs are still more effective than
community outputs
Community just adds value at different stages
(pre and post-production)
35. Yet all media organizations would need to
devise those metrics sooner or later; new
media is a good place to look at
36. How communities can help innovate
I. Community can help build new products
II. Community can help change old products
III. Community can help adjust strategy
37. Building New Products
1. Community designs, community decides
2. Community creates, you package
3. Give away code, communities emerge
63. Who are the lead users?
“Lead users are users of a product that currently
experience needs still unknown to the public and
who also benefit greatly if they obtain a solution to
these needs”
“.... products are developed to meet the widest
possible need; when individual users face
problems that the majority of consumers do not,
they have no choice but to develop their own
modifications to existing products, or entirely new
products, to solve their issues”
90. 1. How to make community
innovation granular?
Making every comma count
Innovate by a click/idle capacity
Fact-checking/UGC—something to think about
91. 2. How to build a perfect community
with lively interaction?
Periphery vs core
% of Wikipedia editors editing most of the
articles/same with Digg
Forming a proactive core is crucial
92.
93. 2. How to identify/empower lead
users?
Karma systems
Virtual currencies
How to break users into demographic groups?
