Talk given to the OASPA Conference in Riga in 2013. Discusses adoption patterns and communities and modes of advocacy.

1. OA Advocacy Today
The purposes of power in a networked world
Cameron Neylon – COASP13 - Riga
18 September 2013 - @cneylon – cneylon@plos.org
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2. http://www.theguardian.com/world/2013/sep/
13/julia-gillard-labor-purpose-future

3. The purpose of power is
to shift the consensus…

4. Permanently.

5. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

6. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

7. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

8. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

9. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

10. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

11. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards

12. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
Peak of inflated
expectations
Valley of
negativity
Plateau of productivity

13. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
• Excitement
• Potential
• Risk
• Disruption
• Change

14. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
• Functionality
• Reliability
• Ease of use
• Compatibility

15. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120

16. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120

17. 0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100
Enthusiasts
Early majority Late majority
Laggards
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120
0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0 20 40 60 80 100 120

18. Other key insights from tech marketing
• The Innovators Dilemma – Clayton Christensen
– Disruptive technologies achieve market dominance through
addressing a recognised and current need, but not that
being disrupted. Adoption then drives the disruption.
• Persuading Scientists – Hamid Ghanadan
– Frame the need through taking a leadership position,
provide objective data and information to inform, then
promote benefits and features.
“You cannot lead from the middle but you need to
communicate your product to the mainstream.
Disruption is a side effect of technology adoption”
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19. Consensus as a collective action problem

20. Consensus as a collective action problem

21. Consensus as a collective action problem

22. Consensus as a collective action problem

23. Consensus as a collective action problem

24. Consensus as a collective action problem

25. Consensus as a collective action problem

26. Consensus as a collective action problem
• Policy
• Narrative and
messaging
• Consistency and
coherence

27. How can we work together?
• We need to collaborate and communicate
–A place at the heart of policy making
–Working for a coherent global policy
agenda
• We also need to compete to provide the full
benefits of OA
–Effective markets, differentiated products
• What other organizations, formal or informal
do we need?
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28. 28
or

29. The purpose of power is
to shift the consensus…

30. The purpose of influence is
to shift the consensus…

31. …and ultimately it is the
consensus that matters