The document discusses the shift from standardized mass communication and production to customized participation and interaction. It advocates that companies transition from viewing customers as audiences or consumers to seeing them as participants and co-creators in brand development. Additionally, it highlights the importance of new social media platforms in enabling this shift and argues that metaphors can help managers understand and facilitate greater participation.

1. PARTICIPATORY CULTURE
- A CRASH COURSE

2. Christia
n Schwa
rz Laus
ten
88
J uggling since 19
Blogged since 2004 Former knowledge Co-founder
director and partner

3. HELPING OUR CLIENTS NAVIGATE
DIGITAL TECHNOLOGIES
AND NEW MEDIA

4. METAPHORS TO REALISE
“The challenge facing modern managers is to become
accomplished in the art of using metaphor to find new
ways of seeing, understanding, and shaping their actions.”
- Gareth Morgan

6. CONTROL UNIFORMITY OBSERVATION
MONOLOGUE INFORMATION HIERARCHY

7. ONE SIZE FITS ALL
”Any customer can have car
”Any customer can have the car
painted any colour that he wants
painted any colour that he wants
as long as it’s black.” it’s black.”
as long as
- Henry Ford - Henry Ford

8. MASS COMMUNICATION

10. FLEXIBILITY OPENNESS PARTICIPATION
DIALOGUE DIVERSITY INTERACTION

11. FROM STANDARDIZATION
TO CUSTOMIZATION

12. FROM TRANSACTION
TO CONTINUAL EXCHANGE

13. FROM AUDIENCES
TO PARTICIPANTS

14. FROM MESSAGE
TO DIALOGUE

15. FROM INFLUENCE
TO RELATIONSHIP

16. “Consumers are beginning in a very real sense
to own our brands and participate in their
creation… We need to learn to begin to let go.”
- A. G. Lafley, CEO and Chairman of P&G

17. WHY NOW?

19. Crucial
social platforms

20. Blogging
Micro
Social Blogging
Networking
RSS
Chat
Rooms
Crucial
social platforms
Widgets
Map
services
Photo-
sharing
Podcasts
Video-
sharing

21. HELP YOUR CUSTOMERS
PARTICIPATE & CO-CREATE

22. “Metaphors may create realities for us, especially
social relations. A metaphor may thus be the
guide for future actions.”
- George Lakoff & Mark Johnson

23. HOWEVER...
”Any customer can have car painted any colour that he wants as long as
“People who speak in metaphors
should shampoo my crotch.”
it’s black.”
- Jack Nicholson
- Henry Ford

24. THANKS!
mail: christian@seismonaut.com
twitter: @unwiredchris
web: www.seismonaut.com