Serving multi-audiences multi-ways with multi-strategies

1. CONNECTIVITY
Serving multi-audiences multi-
ways with multi-strategies
Lee Rainie
Director – Pew Internet Project
DigitalNow – Association Leadership conference
Orlando, FL
4.9.10

2. New information ecosystem: Then and Now
Industrial Age Information Age
Info was: Info is:
Scarce Abundant
Expensive Cheap
Institutionally Personally
oriented oriented
Designed for Designed for
consumption participation
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3. The internet is the change agent
Then and now
2000 2010
46% of adults use internet 75% of adults use internet
5% with broadband at home 62% have broadband at home
50% own a cell phone 80% own a cell phone
0% connect to internet 53% connect to internet
wirelessly wirelessly
<10% use “cloud” >two-thirds use “cloud”
= slow, stationary = fast, mobile connections built
connections built around my around outside servers and
computer storage
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4. Media ecology – then (industrial age)
Product Route to home Display Local storage
TV stations phone TV Cassette/ 8-track
broadcast TV radio
broadcast radio stereo Vinyl album
News mail
Advertising newspaper delivery phone
paper
Radio Stations non-electronic
Tom Wolzien, Sanford C. Bernstein & Co
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5. 37% of adults own DVRs –
Media ecology – nowup from 3% in 2002
(information age)
48% ofRoute to home own laptops – Local storage
Product adults Display
cable TiVo (PVR) VCR
TV stations up from 30% in 2006
DSL TV Satellite radio player
Info wireless/phone radio DVD
“Daily me” broadcast TV PC Web-based storage
content
Cable Nets
37% of adults own game consoles
books
broadcast radio
iPod /MP3
stereo
server/ TiVo (PVR)
PC
Web sites satellite monitor web storage/servers
Local news mail headphones CD/CD-ROM
18% of adults own
Content from
individuals
express delivery pager
iPod / storage
satellite player
portable gamer
cell phone memory
MP3 player / iPod
personal gaming devices
Peer-to-peer
Advertising
subcarriers / WIFI
newspaper delivery
cell phone
non-electronic
pagers - PDAs
cable box
Radio stations camcorder/camera PDA/Palm game console
game console paper
Satellite radio 43% of adults own MP3 players –
e-reader / Kindle
tablet / iPad
storage sticks/disks
e-reader/Kindle
up from 11% in 2005 tablet / iPad
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
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6. Media ecology – now (information age)
Product Route to home Display Local storage
cable TiVo (PVR) VCR
TV stations DSL TV Satellite radio player
Info wireless/phone radio DVD
“Daily me”
content
… and this all affects social networks
broadcast TV
books
PC
iPod /MP3
Web-based storage
server/ TiVo (PVR)
Cable Nets
Web sites
1) their composition
broadcast radio
satellite
stereo
monitor
PC
web storage/servers
Local news 2) the way people use them
mail headphones CD/CD-ROM
Content from express delivery pager satellite player cell phone memory
individuals 3) their importance
iPod / storage portable gamer MP3 player / iPod
Peer-to-peer subcarriers / WIFI cell phone pagers - PDAs
4) the way associations can play a part in them
Advertising newspaper delivery non-electronic cable box
Radio stations camcorder/camera PDA/Palm game console
game console paper
Satellite radio e-reader / Kindle storage sticks/disks
e-reader/Kindle
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
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7. Behold the idea of networked individualism
Barry Wellman – University of Toronto
The turn by
people from
groups to social
networks = a
new social
operating
system = a new
way to serve
them
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8. Technology has helped people change their
networks
• Bigger
• Looser
• More segmented
• More layered
=
• More liberated
• More work
• More important as sources of support and
information, filters, curators, audience
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9. Punchline #1
You and your
organizations can
act like nodes in
people’s networks
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10. Punchline #2
You can take more
advantage of people
being nodes in your
network
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11. 9 ways the inform and
influence ecosystem has
changed in the digital age
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12. Information ecosystem change – 1
Volume of
information
grows
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13. New association user April 9, 2010 13

14. Information ecosystem change – 2
The variety of
info sources
increases and
democratizes
and the
visibility of new
creators is
enhanced in the
age of “social
media.”
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15. Social networking
56% of online adults use social
network sites
73% of online teens use them
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16. Picture sharing
~50% of online adults post pictures online
~70% of online teens do that
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17. Posting comments on websites/blogs
26% of adults post comments on sites
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18. Twitter
21% of adults use Twitter or other status
update methods
8% of teens use them
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19. Blogs
11% of online adults keep blogs
14% of online teens keep them
>40% of internet users read blogs
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20. Information ecosystem change – 3
People’s vigilance
for information
changes in two
directions:
1) attention is
truncated (Linda
Stone)
2) attention is
elongated (Andrew
Keen; Terry Fisher)

21. Information ecosystem change – 4
Velocity of
information
increases and
smart mobs
emerge
84% of online adults are in group with online presence
~50% belong to listservs or regular group emails
~40% get email or text alerts
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22. Information ecosystem change – 5
Venues of
intersecting with
information and
people multiply and
the availability of
information expands
to all hours of the
day and all places
people are
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23. Information ecosystem change – 6
The vibrance and 1) Augmented Reality
immersive
qualities of
media
environments
makes them
more
compelling
places to hang
out and interact
-- Metaverse Roadmap
Project
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24. Information ecosystem change – 6
The vibrance and 2) Mirror Worlds
immersive
qualities of
media
environments
makes them
more
compelling
places to hang
out and interact
-- Metaverse Roadmap
Project
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25. Information ecosystem change – 7
Valence (relevance)
of information
improves – search
and customization
get better as we
create the “Daily
Me” and “Daily Us”
~40% of online adults get RSS feeds
~35% customize webpages
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26. Information ecosystem change – 8
Voting on and
ventilating about
information
proliferates as
tagging, rating, and
commenting occurs
and collective
intelligence asserts
itself
31% of online adults rated person, product services
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27. Information ecosystem change – 9
Social networks
become more vivid
and meaningful.
Media-making is
part of social
networking.
“Networked
individualism” takes
hold.
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28. Networked Individuals … have a different …
• Sense of information availability – it’s ambient and “I
control the playlist”
• Sense of time – it’s oriented around “continuous
partial attention” and then intense digging
• Sense of community and connection – it’s about
“absent presence” as much as its about
“membership”
• Sense of the rewards and challenges of networking
for social, economic, political, and cultural purposes
– new layers and new audiences
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29. Punchline #3
This changes the
old notion that
information and
influence follow a
2-step process
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30. A general new pattern of communication and
influence for organizations – follow the 5 As
• ID acolytes (influentials)
• Invite attention (alerts, updates)
• Offer pathways to info acquisition (link
love and conversations)
• Help with assessment (build your brand)
• Enable action (tools for participation and
feedback)
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31. Why good social networks (and social
networking) matter
• Healthier
• Wealthier
• Happier
• More civically engaged = better communities
-----------------------------
• Diversity makes a difference – you creating
“bridging” and “bonding” social capital
• Size of network makes a difference – you add to
people’s deposits of social capital
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32. Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
Email: Lrainie@pewinternet.org
Twitter: http://twitter.com/lrainie
202-419-4500
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