Slides from Adobe webinar, October 29, 2013. For a complete recording of the webinar, go to adobe.ly/19Q5hPb Human beings have always been both artifact creators, and cultural developers of concepts and meanings that interpret their artifacts collectively. In the world of ubiquitous, time-shifted, liquid content, our consumers often provide the high added value content that completes our own production.

1. Crossing Boundaries:
Implications for the
Content Industries
-3-
Ray
Gallon
&
Neus
Lorenzo
h8p://spaceappschallenge.org/sta?c/images/default.jpg
Consumers
become
Producers
h8p://economic?mes.india?mes.com/thumb/msid-­‐18143149,width-­‐640,resizemode-­‐4/a-­‐satellite-­‐scavenging-­‐parts-­‐of-­‐defunct-­‐communica?on-­‐satellites.jpg

2. Thank
you
for
amplifying
this
experience!
Participate and interact!
h8p://talknerdy2me.org/wp-­‐content/uploads/2011/12/microphone.jpg

3. In the beginning,
there was interaction

4. Human communication models
ess
rsiven
Recu
i8er
Em
Recept
Exchange
h8p://www.roastbrief.com.mx/wp-­‐content/uploads/2012/02/saberscuchar.jpg
or

5. From The Power of the Speaker…
dvis
ripa
/bes8
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6. …To the Power of the Audience

7. 1-Linear Model:
Focus on Emitter
http://www.shkaminski.com/Classes/images/Aristotle's%20Model%20of%20Communication.gif

8. Broadcasting & Web 1.0
If
you’re
not
paying
for
it,
you
are
the
product!
h8p://cdn.arstechnica.net/2011/10/08/mosaic_6beta-­‐4e90709-­‐intro.jpg

9. “Our broadcasts have the vocation
to make the viewer’s mind available
to our advertisers”
-Patrick le Lay,
ex-Director, TF1 TV (France)

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11. 2 – Dialogue Model:
Focus on Information Exchange
Feedback
Past
Experience
Knowledge
Feelings
A`tudes
Etc.
Code &
Referant
Common
Code
&
Shared
Reality
Channel
Message
« Noise »
(Enivronment, Culture, etc.)
Past
Experience
Knowledge
Feelings
A`tudes
Etc.

12. Participative interaction & Web 2.0

15. Ifixit.com – Multilayered Crowdsourcing
Layer
1:
Channel
and
star?ng
expert
advice
created
by
the
ini?ators
Layer
2:
Expert
advice
created
by
users
Layer
3:
Spare
parts
sold
to
users
in
context

16. 3 – Iceberg Model:
Focus on Receptors
Customer
Experience
Website
Print
Materials
User
Interface
Sales
People
Ader
Sale
Svc.
User
Assistance
Explicit
Economic
Condi?ons
Local
Poli?cs
Implicit
Shared
Experiences
Social
Media
Strategy
Common
Culture
Space-­‐Time
Percep?on
Buzz
on
the
Nets
Change
as
improvement
Online
Communi?es
Group
vs.
Individual
Dynamics
Social
Roles
Corporate
Image
Learning
Styles
Fundamental
Values
Referen?al

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18. Three Essential Features
Demonstrate Empowered Users
• Ini?a?ves
that
start
informally
can
be
adopted
officially
• Game
changing
innova?ons
not
imagined
by
“the
powers
that
be”
• Copied
by
other
services
rs.
roduce lue
to
me
P
rs
beco p
and
add
va
Use
velo
sers
de .
U
ct
e
produ
th
IMAGE:
h8p://rack.1.mshcdn.com/media/ZgkyMDEzLzA1LzEwLzVmL2Z1bm55bW9tc29uLjkyODE3LmpwZwpwCXRodW1iCTk1MHg1MzQjCmUJanBn/5680bd75/be5/funny-­‐moms-­‐on-­‐twi8er.jpg

19. Services
are
delocalized
the
virtual
re
The
mo he
more
e
,
t
ac?vity we
have
of
th
e
.
evidenc r’s
produc?on
e
consum
Image Ref: http://goo.gl/Ow7fi
• Opp
ortuniti
es for u
create
sers to
their ow
n input
• The
.
y defin
e other
experie
s’
nces a
s well a
our ow
s
n.
Image Ref: http://goo.gl/Cgx5W

20. Point
of
View
h8p://images.fineartamerica.com/images-­‐medium-­‐large/the-­‐witness-­‐paul-­‐horton.jpg

21. Just a slight
adjustment in
point of view…
...
can make
the message
meaningful
for everyone

22. The New Value Culture
Execu?ves
Producers
Customers
h8p://buzzcanuck.typepad.com/agentwildfire/images/2008/07/31/community.jpg
h8p://us.123rf.com/450wm/radiantskies/radiantskies1210/radiantskies121000394/15998442-­‐abstract-­‐word-­‐cloud-­‐for-­‐the-­‐experience-­‐economy-­‐with-­‐related-­‐tags-­‐and-­‐terms.jpg

23. 4-Helical Model:
Focus on Recursiveness
Ref:
h8p://www.shkaminski.com/Classes/Handouts/Communica?on%20Models.htm#_What_is_a_Model?
h8p://www.likeateam.com/wp-­‐content/uploads/2012/10/communica?on-­‐2.jpg

24. link
h8p://www.gnaana.com/visuals/july10/Palm_Mat_Weaving.jpg
link
h8p://www.gutenberg.o
/images/006l.jpg
rg/files/11592/11592-­‐h
reedom
F
is
always
a
risk
h8p://www.wilkinsonsofnorwich.com/Images/Uploads/med1FT.JPG
link
h8p://www.pulsarmedia.eu/data/media/916/Yasuni%20Na?onal%20Park,
%20Amazon%20Rainforest,%20Ecuador.jpg

25. A Recursive View of communication
The recursive nature of stories which borrow from each other
h8p://blog.ucd.com.pl/wp-­‐content/uploads/2010/05/Jak-­‐zwi%C4%99kszy%C4%87-­‐zysk-­‐z-­‐serwisu-­‐WWW.jpg
h8p://www.screenwerk.com/media/Screen-­‐shot-­‐2012-­‐05-­‐09-­‐at-­‐9.45.17-­‐AM.png

26. The power of consumers increases
as they produce content
Based
on
Gary
Hayes
2006
h8p://www.theappgap.com/wp-­‐content/uploads/2008/03/web1to31.jpg

27. We’re All Experts Now
http://www.stadiumwireless.co.uk/images/slider_img2.jpg
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http://i.telegraph.co.uk/multimedia/archive/02460/Untitled-1_2460726a.jpg

28. Increasing dematerialized culture
Image
ref:
h/p://goo.gl/xnonk
QR
technology
&
Bar
Code
readers:
ZXing Decoder Online
Ref.
ZXing
Decoder
Online:
h8p://?ny.cc/4la0dw
;
QR
Generator:
h8p://qrcode.kaywa.com/

29. The Future is Mobile...
http://www.chemgeneration.com/hu/images/Blog_3_pic_02.jpg

30. http://www.slideshare.net/montymetzger/marketing-trends-22756803

31. The Power of User Stories
y
is
risk e
n
ova?o save
?m
st:
inn e
and
planet y!
l
ne
be
ho om
hom
ologica
own
wa
s
c
• Let’ buy
it
fr
more
e ke
it
my
on
to
a
can
ma
an
roved
u?
I
c
p
b
•
contri
has
im
eally
It’s
my st
for
me:
I
r my
business
•
,
his
is
ju rted
using
it
• T
ce
I
sta
• S i n
h8p://4.bp.blogspot.com/-­‐OcN0XEXjsJY/Tp5-­‐2P0rgjI/AAAAAAAAKcs/xcUdx8nqHLM/s1600/Cast-­‐your-­‐
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h8p://blog.lulus.com/images/blog/BLKFRIBlogHeader.jpg
h8p://es.slideshare.net/cris?naqdavila/las-­‐20-­‐tendencias-­‐hot-­‐del-­‐nuevo-­‐consumidor-­‐y-­‐sus-­‐
aplicaciones-­‐al-­‐marke?ng-­‐presenta?on?from_search=1
h8p://images03.olx.in/ui/18/08/52/1358146176_472640652_1-­‐Pictures-­‐of-­‐-­‐Make-­‐your-­‐own-­‐website.jpg

32. Four Communication Models,
Four Audience Roles
Emi8er
Exchange
Receptor
Recursivness

33. Whatever the Audience,
They are the Protagonist
h8p://www.sportsdirectnews.com/images/news/10182/538x0/barca-­‐fans-­‐mock-­‐real-­‐with-­‐pro-­‐mourinho-­‐chant.jpg

34. Ray
Neus
Email:
ray@transforma?onsociety.net
Twi/er:
@RayGallon
LinkedIn:
Ray
Gallon
Google
Plus:
+Ray
Gallon
Blog
–
Rant
of
a
Humanist
Nerd:
h8p://humanistnerd.culturecom.net
Email:
neus@transforma?onsociety.net
Twi/er:
@NewsNeus
LinkedIn:
Neus
Lorenzo
THANK YOU
Next
Webinar:
“Your
Most
Important
Stakeholder:
Your
customers”
20
November
2013