Slides 5-6Who gets to control production of content now?
Anyone and everyone. Good and bad. It’s all relevant to someone.Social networks are made of small groups of purpose. Groups of people looking at each other – not at you! This is not an audience.So congratulations on the scale of the gathering - but you have to understand these are anaggregation of small groups sharing separate purposes.
Slides 7-8Who gets to distribute content now?
Anyone and everyone.Shared with who they choose, chosen by who wants to share.Widgets lower the technical barrier of this and make the disruption explicit.Those twin disruptions are serious for every media business model. Not just for contentproducers either, but for anyone employed in the business of being the middle layer, themediator, the middle man.We now have a way around you!
Slides 9-10Who gets to control the user experience?
With a print publication we produce the content, we control the distribution, and through our editorial selection, our choice of what to include and how to present it, we control the user experience.Same applies to broadcast media. The programme maker decides.But in the digital space that control is lost. Building intuitive user journeys remains a wiseinvestment of time, but we cannot rely on users following our breadcrumbs. In fact, expectingthem to is a bit patronising – as if we think they are too stupid to work out where they want togo.The digital world is formed of discreet units each of which can be accessed from any other and in what ever order the user chooses. The user controls their own A-Z journey. Actually it’sA-Anywhere now.The old model was based on building destinations and harvesting eyeballs. In the digitalnetworked world we continue to try to build destinationsThe new world is a very different place…
If you want to evolve to survive in this world then your first step has to be to live in itsenvironment.So write a blog and you’ll understand how easy it is to be a publisher, how easy it is to createand share content, how easy it is to form groups of shared purpose in networks of trust, howeasy it is to find relevant content and for relevant people to find you.
Build a widget
and the process will illustrate that
we are all distributors now
. You have to start by trying to guess who might choose to share your widget or be enthused or impressed enough to pass it on.And that reveals something of the new challenges and opportunities for media.
Think about this in the context of traditional advertising (and by association we'll realise weface the same issues with content, because as we discover over and over again, in this worldthey are heading towards becoming the same thing).My first thought, on discovering that I could build my own basic widget through the likes of Sprout Builder (say hello to Carnet Williams ceo who was here) (I don't code) and publish it,