Putting Community at the Core of Innovation in New Media
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Community innovation can take three forms: (1) having the community design and develop new products, (2) allowing the community to change and improve existing products, and (3) adjusting an organization's strategy based on community input. Examples of communities innovating new products include Threadless and open-source footwear projects. Communities can change existing products by providing feedback on how to better meet user needs, as seen with News To Me and citizen journalism sites. Prediction markets and bug tracking are examples of communities helping adjust strategies. However, building and maintaining engaged communities poses challenges around moderation, incentivization, and focus.
Putting Community at the Core of Innovation in New 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 "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!" Charles Mackay, 184 1
- 4. Nowadays ... “ Why the Many Are Smarter than the Few” (2004) “ Wise crowds" 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
- 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 ?
- 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
- 20. => Emergence of peer-to-peer economy
- 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)
- 29. Digital Natives won't see any distinction between old and new media
- 30. Old vs New
- 32. Nature of the community dynamics—nobody understands
- 33. Works in practice, but in theory?!
- 34. “ Sharing” or “peer-to-peer” economy requires new metrics
- 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
- 38. 1. Community designs, community decides
- 39. Threadless
- 42. Cambrian House
- 44. 2. Community creates, you package
- 45. News To Me
- 47. uReport
- 48. CNN/YouTube
- 51. 3. Give away code, communities emerge
- 52. Google API
- 53. Chicago Crime
- 54. Mappy Hour
- 55. WeFi
- 60. Communities Change the Product
- 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”
- 64. FeVote
- 70. Snakes on a Plane: didn't work
- 72. Rough Cuts
- 73. Rough Cuts
- 74. Rough Cuts cont
- 75. How communities can change strategies?
- 85. Digg: the number
- 89. Some challenges for news organizations
- 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
- 93. 2. How to identify/empower lead users? Karma systems Virtual currencies How to break users into demographic groups?
- 96. 3. How to mobilize a formed community/for what cause? Finding an anchor activity TechDirt Insight Economist Red Stripe AZ/Offthebus.net
- 99. offthebus.net
- 100. But remember: it doesn't work for everything!