Social media has transformed the gaming sector in the past two years after a decade of ambivalence. It has perplexed the education world but engaged learners in learning like never before. How has the cultural sector reacted to the shifts in communication, friendship, digital content creation and information sharing? More importantly, what has the cultural sector done to harness them? Ewan McIntosh shares some imaginative practice in pop culture before outlining what attitudes and practices Scotland’s cultural groups can do to stay ahead in this global game.

1. CulturePopped
Ewan McIntosh | w: NoTosh.com | e: ewan@notosh.com
What paths are startups, hacking and pop culture showing us?

2. http://www.flickr.com/photos/fotogezi/3554584612/sizes/z/in/photostream/

3. “Institutions will try to
preserve the problem
to which
they are the solution.”
Clay Shirky

4. “It is difficult to
get a man to
solve a problem when
his salary depends
upon his
not understanding it.”
Upton Sinclair

16. £25m
6000 bikes

17. £25m
6000 bikes
£4166 per bike

18. £25m

19. £25m
168,067 bikes

22. Ideas born out of expert research

23. Ideas born out of expert research
but lack an understanding of the
customer need.

24. Ideas born out of expert research
but lack an understanding of the
customer need.
They require a design or customer-focus
type person on the team.

25. Ideas born out of expert research
but lack an understanding of the
customer need.
They require a design or customer-focus
type person on the team.
Technology push ideas

27. Ideas born out of the frustration of an
individual with first hand
understanding of the ‘user pain’.

28. Ideas born out of the frustration of an
individual with first hand
understanding of the ‘user pain’.
but lack an understanding of the
closeness of the competition and
the technology skills to see their idea
turn into action. They require a
technology person on the team.

29. Ideas born out of the frustration of an
individual with first hand
understanding of the ‘user pain’.
but lack an understanding of the
closeness of the competition and
the technology skills to see their idea
turn into action. They require a
technology person on the team.
Market pull ideas

30. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking

31. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking
Budget Wines Premium Wines

32. Eliminate Raise
Reduce Create

33. Eliminate
Wine buff jargon
The wine’s age
Mainstream media
marketing
Raise
Price, compared to cheap,
budget wines
Reduce
Different grapes: oaky
flavour only
Different wines: red, white,
rosé
Heritage of vineyard
Create
Easy drinking image (like
beer)
Easier choice: red, white,
rosé
Some fun

34. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking
[yellow tail] Budget Wines Premium Wines

35. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking

36. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking

37. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking

38. [yellow tail]
Redefining the market to own it
“Blue Ocean” thinking

40. Who’s the audience?

41. Who’s the audience?
What do you do that ‘solves their pain’?

42. Who’s the audience?
What do you do that ‘solves their pain’?
What qualitative value do you provide?

43. Who’s the audience?
What do you do that ‘solves their pain’?
What qualitative value do you provide?
What’s the quantitative value?

44. Who’s the audience?
What do you do that ‘solves their pain’?
What qualitative value do you provide?
What’s the quantitative value?
How does it generate revenue?

45. Who’s the audience?
What do you do that ‘solves their pain’?
What qualitative value do you provide?
What’s the quantitative value?
How does it generate revenue?
What’s your plan to create more
advantage over time?

46. Who’s the audience?
What do you do that ‘solves their pain’?
What qualitative value do you provide?
What’s the quantitative value?
How does it generate revenue?
What’s your plan to create more
advantage over time?
Essential audience questions

47. [ Content warning ]

51. BIGstuffthat does stuff for
people

52. empower
forthemselves
people to makestuff

53. ToshNo Limited
digital media | education

54. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
ToshNo Limited
digital media | education

55. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
ToshNo Limited
digital media | education

56. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc
ToshNo Limited
digital media | education

57. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
ToshNo Limited
digital media | education

58. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
Participation Spaces
Marches, Meetings, Markets, Events etc
ToshNo Limited
digital media | education

59. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
Participation Spaces
Marches, Meetings, Markets, Events etc
Data Spaces
Sunshine Foundation, data.gov.uk, etc
ToshNo Limited
digital media | education

60. Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers
Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc
Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc
Performing Spaces
Second Life, World of Warcraft, Home, etc
Participation Spaces
Marches, Meetings, Markets, Events etc
Data Spaces
Sunshine Foundation, data.gov.uk, etc
Watching Spaces
Television, Gigs, Theatre, Public RSS Readers etc
ToshNo Limited
digital media | education

61. dependency
design

70. socialtelevision

74. socialgaming

81. The challenges ahead

83. How are you designing around your ‘customer’?

84. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?

85. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.

86. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.

87. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.

88. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.

89. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.

90. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.
Work out what you’re giving them to do.

91. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.
Work out what you’re giving them to do.
Make sure they know what you’re asking them to do.

92. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.
Work out what you’re giving them to do.
Make sure they know what you’re asking them to do.
Eliminate. Raise. Reduce. Create.

93. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.
Work out what you’re giving them to do.
Make sure they know what you’re asking them to do.
Eliminate. Raise. Reduce. Create.
Don’t stop doing things.

94. How are you designing around your ‘customer’?
Don’t assume people know
why you do what you do. What’s your pitch?
Go where your audiences are.
Don’t guess where they are, what they want. Ask.
Work out who they are.
Work out what value you bring them.
Work out where you’re bringing them it.
Work out what you’re giving them to do.
Make sure they know what you’re asking them to do.
Eliminate. Raise. Reduce. Create.
Don’t stop doing things.
Don’t stop playing around.

96. Don’t think, try.
John Hunter