social media presentation for authors and publishers at the Another Country Conference

1. Web 2.0
and Beyond
ANOTHER
COUNTRY
P R E S E N TAT I O N

2. Agenda
- Web 2.0 Basics
- Changing Behaviors
- Missed Opportunities?
- Models and Practices

3. The Basics

4. Social Media
generally refers
to internet media
that integrates
technology and
social interaction

5. Social Networking Sites are bounded web
services that allow users to 1) create a
profile, 2) articulate a list of “connected”
people and 3) allow viewing and traversing
of these lists

6. 70% of
households online
Canadians spend
more time online
After the US,
Canada has the
most Facebook
users in the world

7. how do people view a website?

8. at the source?

9. in email?

10. on a device?

11. in Google reader?

12. on their Yahoo homepage?

13. in Facebook?

14. on someone else’s site?

15. on someone else’s site?

16. What is RSS?
http://www.commoncraft.com/rss_plain_english

17. The Old Way

18. The New Way

19. This is GREAT
for a brand

20. This is GREAT
for a HOT brand

21. What about a
manufacturer
of industrial
blenders?

22. http://tinyurl.com/3dfum7

23. http://tinyurl.com/3dfum7

24. http://tinyurl.com/3dfum7

25. The biggest
problem we face

26. is access to too
much content.

27. We need filters.
who to trust?
what to read?
what to buy?
hot to find things?

31. Changing Behaviors

32. • 75 million blogs and climbing
• 1.3 billion Internet users
• 3.3 billion active mobile subscribers
• Canadian broadband users online more hours
monthly than any other country
• Over 5.9 million canadians on MySpace
• 18% of advertising generates positive ROI
• Texting is the most widely used data application
on the planet
• 2 billion users of SMS
• 800 million active users of email
• 91 million google searches a day
• In Japan and Korea, most people access the
internet from their mobile device
• North American youth visit 7 sites a day

33. • 75 million blogs and climbing
• 1.3 billion Internet users
• 3.3 billion active mobile subscribers
• Canadian broadband users online more hours
monthly than any other country
• Over 5.9 million canadians on MySpace
• 18% of advertising generates positive ROI
What does this mean?
• Texting is the most widely used data application
on the planet
• 2 billion users of SMS
• 800 million active users of email
• 91 million google searches a day
• In Japan and Korea, most people access the
internet from their mobile device
• North American youth visit 7 sites a day

34. quot;Media are not extensions of
ourselves but interfaces with
experiencequot;
Michele Perras
Beale Institute for Strategic Creativity

35. connected
everywhere

36. exten sions
of
our space

37. definitions of
who we are

38. 1.3 billion Internet users
1.5 billion TV sets
3.3 billion mobile phone
subscriptions

39. Population of the
planet:
6.6 billion

40. SMS messages sent in
2007:
1.9 trillion

41. The landscape is changing

42. I don’t log into MSN [chat] anymore. There’s
not enough there.” “Too much work”
“I want everything on Facebook.”

43. social media = participatory
Your Audience as Publisher

44. Missed Opportunities

45. THE EXPERIENCE
THE EXPERIENCE
THE EXPERIENCE

46. MYOB Engaged Desire Purchase Build
Audiences are not always in Customers or prospects who People here are yearning for These individuals have Why should the relationship
shopping for books mode nor are actively engaged with the the book (or author.) We purchased our product(s). with a book end when we’ve
are they always thinking about authors, publishers and could say they are likely to While most marketing stops purchased it? Not an easy nut
publications. They are out (or content. Context has to be purchase/consume if here, this is where the real to crack, but one which is
online) with friends, playing, taken into consideration. presented with the option. Or opportunities begin to emerge. worthy of continued
shopping for other things, What needs do we fulfill and at we could say they are already And not for the publisher, but exploration.
eating, living, etc. what stages/places in their reading free versions of the for the author.
lives? book. They have developed
Ideas: beyond engagement to a Ideas: Ideas:
Extend our engagement Ideas: deeper level where they desire Extend purchase to beyond the Ability to search a book that
efforts to social media sites, Blogs for books underway. more interaction with the physical book. Options for I’ve purchased some time in
mobile devices and the like. RSS and social media tools. brand/author/book. PDF or access to searchable or the past. Free PDF with a
Find ways to offer deeper Author readings via youtube. even mobile versions. book purchase. Blogs where I
value to our future and existing Breaking news on up and Ideas: Updates. How do we stay in can comment directly to the
readers so as to be invited into coming storylines/books This is the feeder for touch with the reader? How author, find out about new
their lives, versus waiting for (Rowling). Downloadable engagement, really. How can do we give them access to work, etc. Why can’t I search
them to come to us. mini-stories to ipod, phone, we expose the writer, his more experiences that continue the book when researching a
etc. thinking or his works so that to engage and lead to paper or article I’m writing?
people can better engage with purchase? How do we secure Why can’t I listen to it or read
him/her. their trust? it on my mobile phone when
I’m caught out at the doctor’s
office for 3 hours?
We are NOT DONE.
We should be
LOOPING back into
engaged, desire, etc.

47. Instead, we get this.
- Dangerous balance between protection and a horrible experience
* From my craphammer.ca blog post

48. Instead, we get this.
- Dangerous balance between protection and a horrible experience
* From my craphammer.ca blog post

49. DRM - case in point
- Zune
- Retaliation and out of control
rumors
- iPod and iTunes
- No retaliation
- Consumers using “DRM” without
being exposed to it.
- Simple and easy to re-authenticate
- Close to seamless movement between
devices
- Simple and straightforward
mechanism to “Cheat” the system
- built right in

50. Meet Cory Doctorow
- Blog, podcast, news and novels
- Gives away his novels for free
- creative commons license
- 700,000 copies downloaded
and climbing
- Uses craphound to promote his
published books
- His work now crossing into
new mediums
- Options to buy or download
for free
- http://www.craphound.com/
Source: http://theopenbrand.resource.com/

51. Meet MuggleNet and Emerson Spartz
- 21 year old creator of the
ultimate harry potter fansite
- Weekly podcast
- 50,000+ listeners every week
- Won the People’s choice
awards
- Largest Harry Potter fansite
- Now launched his own book
at the age of 21
- Working with Rowling to tap
into fanbase
- http://www.mugglenet.com
Source: http://theopenbrand.resource.com/

52. Models and Practices

53. Authors:
- Build relationships
- Market their books/brand
- Remain relevant
Publishers:
- Build relationships
- Drive sales
- Remain relevant

55. Rich media
devices
New eBook
CONTEXT
iPod bikini
Readers
drives
experience PVRs
Console Devices
Mobile is King

56. Get your
experience
where your
audience is

62. Find your
community
4. Share and Support
3. Participate
2. Find and Follow
1. Dive in

63. Getting
Messy

64. Getting
Messy Simple (cause and effect -> best
practices)
Sense, Categorize, Respond
Complicated (many interconnected but
understandable r/ships)
Sense, Analyze, Respond
Complex (many unknowns,
understandable in hindsight)
Probe, Sense, Respond
Chaotic (can’t predict. don’t know
relationships)
Act, Sense, Respond

65. Engagement
Pyramid

66. Community
evangelist
Transparent: Real Person
Value: Bringing value to conversation
Participate: Active in the community

67. Go deep
and micro

68. Go deep
and micro

69. Dat’s all folks

70. Moi
Sean Howard
Experience Design and Research
my blog:
craphammer.ca
my twitter:
twitter.com/passitalong
my email:
thecraphammer@gmail.com
TODAY’S PRESENTATION:
http://tinyurl.com/?????

71. Sources
“Social Network Stats: Facebook, MySpace, Reunion (Jan, 2008)”, Jeremiah Owyang, http://tinyurl.com/3qcta4
“Blogger, Sans Pajamas, Rakes Muck and a Prize”, NY Times, 25 Feb 2008, http://tinyurl.com/2ydtnj
Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby and Paul Marsden, Butterworth-Heinemann
“Thought Piece: Mobile Telecoms Industry Size 2008”, Tomi T Ahonen, www.tomiahonen.com
“Social Network Sites: Definition, History, and Scholarship”, Danah M. Boyd, http://jcmc.indiana.edu/vol13/issue1/
boyd.ellison.html
“Wikinomics: How Mass Collaboration Changes Everything”,
“A community of community managers on Twitter”, Marketing Nirvana, http://mariosundar.wordpress.com/2008/04/08/a-
community-of-community-managers-on-twitter/
“MTV Asia ‘Being Young’”, http://www.slideshare.net/ianstewartmtv/mtv-asia-being-young?src=embed
“Micro Interactions”, David Armano, http://www.slideshare.net/darmano/micro-interactions/

72. Images
beggs, Flickr, http://www.flickr.com/photos/beggs/ (Series)
ernoldiño, Flickr, http://www.flickr.com/photos/kouchi/
moostive, Flickr, http://www.flickr.com/photos/mrasoulov/
David Armano, logic+emotion, http://darmano.typepad.com/logic_emotion/
Travelin' Librarian, Flickr, http://www.flickr.com/photos/travelinlibrarian/
RSS in Plain English, Common Craft, http://www.commoncraft.com/rss_plain_english

73. Images
eBoy, O’Reilly Poster, http://hello.eboy.com/eboy/2007/05/18/orm_makeposter_20tpng-th/
Where’s My Jet Pack, http://wheresmyjetpack.blogspot.com/2008/03/not-what-we-had-in-mind.html
Davd Armano, Micro Interactions, http://www.slideshare.net/darmano/micro-interactions/
iphone: Will it Blend?, BlendTec, http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone
Oude School, Flickr, http://www.flickr.com/photos/oudeschool/