A talk at the Weimar Summer University, 3 July 2009

1. w w w dl e. net
w . or
Be t t e r t e c hnol ogy f or be t t e r
c o m uni c at i ons
m
W m Sum er U ver si t y, 3 Jul y 2009
ei ar m ni
Dougl a s Ar e l l a ne s , M a D
edi evel opment Loan Fund/ Cent er f or Advanced M a, Pr ague
edi
M c z Fl o r , R
i edakt i on und Al l t ag, B l i n
er

2. The B g Pi ct ur e
i
Fl i ckr : Et han H n
ei

3. The B g Pi ct ur e
i
Technol ogy i s
Cheaper
M e w despr ead
or i
M e adopt ed
or
M e com i cat ed?
or pl
Fl i ckr : Et han H n
ei

4. Set t i ng cl ear goal s f or
your t ech
C m m st akes
om on i
How t o com uni cat e w t h
m i
t echi es
Pr act i cal advi ce
Fl i ckr : I t sgr eg

5. Tug of War
Coor di nat i on  Secr ecy and
and pr i vacy
Fl i ckr : Quasar sgl ow

6. Tug of War
Mass  Tar get ed
audi ence audi ence Fl i ckr : Quasar sgl ow

7. Tug of War
 Pr i ce  Per f or mance
Fl i ckr : Quasar sgl ow

8. Tug of War
 G t i ng i t
et  G t i ng i t
et
per f ect out on t i m e
Fl i ckr : Quasar sgl ow

9. H ow t o
com uni cat
m
e
w t h your
i
t echi es
Fl i ckr : G ant M t chel
r i

10. How t o com uni cat e
m
w t h your t echi es
i
 Lear n
about w hat
t he
t echi es
ar e doi ng
f or you
Dougl as Ar el l anes

11. How t o com uni cat e
m
w t h your t echi es
i
 Focus on what you w ,
ant
not how you get i t
Fl i ckr : C i s O ensl
hr w

12. How t o com uni cat e
m
w t h your t echi es
i
 B consi st ent w t h your
e i
r equi r em s
ent
Fl i ckr : Jon W son
at

13. How t o com uni cat e
m
w t h your t echi es
i
 Changi ng t he r equi r em s
ent
changes t he pr i ce
Fl i ckr : Al ast ai r Thompso

14. How t o com uni cat e
m
w t h your t echi es
i
 Make a speci f i cat i on and
st i ck t o i t
Fl i ckr : D i ne23
ef

15. How t o com uni cat e
m
w t h your t echi es
i
 I dent i f y “ nt er pr et er s” you
i
can com uni cat e w t h ( and
m i
Fl i ckr : Pet t er i Sul on

16. How t o com uni cat e
m
w t h your t echi es
i
 Agr ee on cl ear del i ver abl es
 Agr ee on a t i m i ne and t i e
el
del i ver y t o f ul l payment
 Under st and t hei r m i vat i ons
ot
 Ar e your t echi es “ er cenar i es” or
m
“ r ue bel i ever s?”
t
 G a second opi ni on
et
 And maybe a t hi r d
 Don' t be i nt i m dat ed
i
 I t ' s your pr oj ect

17. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
Fl i ckr : Rebecca Lade

18. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
 N com i t m
o m ent
 Too am t i ous
bi
Fl i ckr : Rebecca Lade

19. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
 O sour ci ng
ut
ever yt hi ng
 “ ot i nvent ed
N
her e”
syndr om e
Fl i ckr : Rebecca Lade

20. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
 “ i ssi on
M
cr eep”
 “Abandonw e”
ar
Fl i ckr : Rebecca Lade

21. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
 N pl anni ng
o
past t he
l aunch
 N pl anni ng
o
f or
cont i ngenci es
Fl i ckr : Rebecca Lade

22. W hat m akes
t echnol ogy
pr oj ect s f ai l ?
 Put t i ng
ever yt hi ng i n
one st af f er ’s
hands
Fl i ckr : Rebecca Lade

23. R nvent i ng t he w
ei heel !

24. Acci dent s w l l happen. Pl an f or
i
t hem. Fl i ckr : G avest one
r

25. Cont i ngency pl anni ng
 B l d cont i ngenci es i nt o t he
ui
pl an
B udget
 Ti me
 I dent i f y pot ent i al w kar ounds
or
 Set cl ear pr i or i t i es
What i s “ ust have” and w
m hat i s
“ ce t o have”
ni ?

26. Managi ng a t eam i n
m t i pl e l ocat i ons
ul
 C m cat i ons t ool s
om uni
 W ki ng pr ocesses and r ul es
or
 Regul ar f ace- t o- f ace
m i ngs
eet

27. C m cat i ons t ool s
om uni
 Skype
 Encr ypt ed
C hat
 Fi l e shar i ng
 M l i ng l i st s
ai
G oogl e Docum s ent
Good coor di nat i on t ool s
 W ki
i

29. W ki ng pr ocesses and
or
r ul es
 Deadl i nes
 St r i ct , but r eal i st i c
 Payment
 Based on del i ver y, not sal ar y
 Docum at i on
ent
 W i t e dow w k pr ocesses
r n or
 Shar e t hem onl i ne
 St i ck t o t hem

30. C oss- cul t ur al
r
m sunder st andi ngs
i
 Pr epar e t i m t o m at e
e edi
bet ween di f f er ent cul t ur es
 Assum peopl e m
e ean w l
el

31. Cost - ef f ect i ve sol ut i ons
 Pi r acy i s a secur i t y t hr eat
 Vi r uses and m w e
al ar
 Pr et ext f or gover nm ent
har assm ent
 Donor s don' t l i ke i t
 B l egal
e
 Consi der f r ee and open
sour ce al t er nat i ves

32. F
Flickr: Stefano Corsa (pensiero)

33. Flickr: Wetwater

34. C y
or
Doct or ow

35. “Your w k
or
needs t o be
easi l y
copi ed,
t o anyw eher
w hence i t
m ght f i nd
i
i t s w i nt o
ay
t he r i ght
hands.

36. That means t hat t he ni m e t ext - f i l e, H L f i l e,
bl TM
and PD ( t he pr ef er r ed t r i um r at e of f or m s) shoul d be
F vi at
di st r i but ed w t hout
i Flickr: Haribote

37. no l ogi ns, no e- m l addr ess
ai
col l ect i ons
and w t h a l i cense t hat al l ow your f ans t o
i s
r epr oduce t he w k on t hei r ow i n or der t o shar e
or n
Flickr: SLDownard

38. R em ,
em ber
copyi ng i s a cost - cent er
i nsi st i ng t hat al l copi es must be dow oaded f r om your si t e
nl
and onl y your si t e i s i nsi st i ng t hat you
— and onl y you —
w l l bear t he cost
i
of m ng t hose copi es.
aki
Flickr: Jared_Cherup

39. Sur e, havi ng a si ngl e, cent r al r eposi t or y f or
your w ks m
or akes i t easi er t o count copi es and
f i gur e out w e t hey' r e goi ng, but r em ber :
her em
dandel i ons don' t
keep t r ack of t hei r
seeds. Flickr: Fotos by Dee

40. O nce you get past t he vani t y
of know ng exact l y how m
i any
copi es have been m ade, and
f i nd t he zen of know ng t hat
i
t he copyi ng
w l l t ake
i
car e of
i t sel f ,
you' l l at t ai n
dandel i onesque cont ent m .
ent
Flickr:Óli Jón

41. Once your w k get s i nt o t he r i ght hands,
or
t her e needs t o be an easy w t o
ay
consum at e t he
m
r el at i onshi p. Flickr:wetwater

42. A f r i end w r uns a sm l pr ess r ecent l y
ho al
w ot e t o m t o ask i f I t hought he shoul d
r e
r el ease hi s next book as a
C eat i ve C m
r om ons f r ee dow oad
nl
i n advance of t he publ i cat i on, i n or der t o
dr um up som e
publ i ci t y Flickr:wetwater

43. I expl ai ned t hat I t hought t hi s w d be a r eal l y bad i dea.
oul
I nt er net user s have
shor t at t ent i on
spans.
Flickr:Bob Au Buchon

44. m ent w
om hen a r eader
di scover s your book
onl i ne, st ar t s t o
r ead i t , and t hi nks,
huh, I shoul d buy a
copy of t hi s book —
is
ver y
br i ef
Flickr: Private Custard

45. at ' s because
I shoul d buy a copy
of t hi s book”
s i nevi t abl y f ol l ow by
ed
Flickr:wetwater

46. “ oah, a yout ube of a m put t i ng a
W an
l emon
i n hi s
nose! ”

47. and t he m ent ,
om
as t hey say,
is
gone.
Flickr:blog.jmc.bz

48. But how does t hi s r el at e t o news?
Flickr: marcelgermain Flickr:blog.jmc.bz

49. Od m
l odel
Flickr: gruntzooki

50. New model

51. D i ni ng “ adi o”
ef r

52. D i ni ng “ el evi si on”
ef t

55. The deat h of t he schedul e
When t her e w e onl y a f ew
er
st at i ons, t he schedul e w as
ki ng
New t echnol ogi es m ake t he
schedul e i r r el evant
Audi o on dem and
Podcast i ng and audi obl oggi ng
N cat chi ng ( r adi os t hat
et
r ecor d)
M l e phones
obi

56. Schedul ed vs. unschedul ed
Schedul ed Unschedul ed
Sat el l i t e Audi o on
r adi o dem and
H r adi o
D Podcast i ng
St r eam ng
i N cat chi ng
et
Low Pow FM
- er “ i scover y
D
Ter r est r i al ser vi ces”
r adi o l i ke Pandor a
and Last . f m

57. Embeddi ng cont ent
YouTube i s a ' dest i nat i on'
w ebsi t e
But YouTube cont ent i s al so
e m ddabl e i n ot her si t es
be
M t i m a can be st or ed on
ul edi
one si t e and t ext on anot her
B h com t oget her on one
ot e
page
Embeddi ng i s one of t he

58. W em
hy beddi ng i s i m t ant
por
Cost s go t o zer o ( or near -
zer o) f or host i ng
M t i m a get s t o user s
ul edi
f ast er on one of t he bi g
pr ovi der s
Reaches l ar ger audi ence w hen
cont ent can be em bedded
O d t hi nki ng: C
l ont r ol l i ng
cont ent

59. O her di st r i but i on m hods
t et

61. Podcast i ng and
audi obl oggi ng
W de r ange
i
Tr adi t i onal sour ces
N i onal br oadcast er s
at
B C W l d Ser vi ce
B or
Eur opean nat i onal br oadcast er s
N i onal Publ i c R
at adi o
New sour ces
B ogger s
l
Fr eel ance r adi o pr oducer s
M ci ans
usi
Adver t i ser s

62. Tool s f or Audi o
Audaci t y
Excel l ent sound edi t or w t h
i
m t i - t r acker
ul
Vegas, Audi t i on equi val ent
Ar dour
Pr of essi onal sound m er i ng
ast
syst em
Pr oTool s equi val ent
Wavosaur
W ndow onl y si m e audi o
i s pl
edi t or

63. Podcast exam es
pl
B C W l d Ser vi ce “ i gi t al
B or D
Pl anet ”
D sneyl and Podcast
i
L G adi o ( Li nux U
LU R ser s' G oup)
r

66. R i x, r euse, r ecycl e
em
C eat i ve C m
r om ons l i censes
Legal f r am or k f or cont ent use
ew
Cont ent can be used under t he
t er m you set
s
“ e r i ght s r eser ved”
Som
Shar e- al i ke
Non- com er ci al
m
At t r i but i on
C m ci al user s m
om er ust st i l l pay
O f or a D t o use your song i n
K J
hi s m x t ape, but Pepsi has t o
i
pay f or i t

67. Busi ness model s f or
“consum at i on”
m
Adver t i si ng i nser t ed i nsi de
f i l es
Banner s and ot her vi sual ads
Pai d subscr i pt i ons
Sponsor ed pr ogr am s
Donat i ons f r om l i st ener s
PayPal , et c.

68. I s t r adi t i onal r adi o dead?
N o.
H an i nt el l i gence
um
Hands- f r ee oper at i on
Econom cal ( f r ee or near -
i
f r ee)

69. Concl usi ons
Fr eedom t o exper i ment i s now
gr eat er t han ever bef or e
Low cost , easy access t o
t echnol ogy
Many ef f ect i ve di st r i but i on
m hods
et
Fr agm at i on of m ket s
ent ar
l eads t o new oppor t uni t i es
Adver t i ser s st i l l want
audi ences
“ al l i s t he new bi g”
Sm

70. Concl usi ons
Spr ead m a w ever
edi her
possi bl e
B pr epar ed t o “ ose t he
e cl
deal ”
What happens af t er t hey see
your cont ent ?
Make i t easy t o access your
m a
edi
Make i t easy t o shar e your
m a
edi

71. Open sour ce advant ages
 Fr ee
– Fr ee as i n f r ee speech
– Fr ee as i n f r ee beer
 You can change t he t ool s
– O you can hi r e som
r eone
 Fut ur e- pr oof
– Upgr ades ar e f r ee
 C m ty
om uni
 Local i zat i on
 Run on W ndow M or Li nux
i s, ac

72. Open sour ce advant ages
 Fr ee
– Fr ee as i n f r ee speech
– Fr ee as i n f r ee beer
 You can change t he t ool s
– O you can hi r e som
r eone
 Fut ur e- pr oof
– Upgr ades ar e f r ee
C m t y
om uni
 Local i zat i on

73. Open sour ce al t er nat i ves
 Web
 C psi t e
am
 W dpr ess
or
 Joom a/ M bo
l am
 D upal
r
 Pl one/ Pl umi

75. Open sour ce al t er nat i ves
Radi o
 C pcast er
am
 Audaci t y
 Ar dour

77. Open sour ce al t er nat i ves
 O f i ce
f
O penO f i ce
f
 M aW ki
edi i
U bunt u
B asebox

79. “ ut e cat t heor y”
C
( Et han Zucker man)
 W 1. 0 w m
eb as ade by
physi ci st s t o exchange
sci ent i f i c paper s
 W 2. 0 w m
eb as ade so t hat you
can send f unny pi ct ur es of
cat s
 I f you can use a ser vi ce t o
send a f unny cat pi ct ur e,
you can use i t f or onl i ne
act i vi sm

80. “ ut e cat t heor y”
C
 Vi deos: YouTube, Vi m eo,
Li vest at i on
M essagi ng: Tw t t er ,
i
Facebook, U shahi di
 Phot os: Fl i ckr , Pi casa
M appi ng: G oogl e Maps/ Ear t h,
OpenM apsW kii

81. Sof t w e as a ser vi ce
ar
Googl e Apps f or Busi ness
 M l f or your dom n
ai ai
G oogl e Docum s
ent
 W d pr ocessi ng
or
 Spr eadsheet
 C endar i ng
al
 Pr esent at i ons
 W ki
i
 Phot o host i ng
 Pi casa
 Fl i ckr

82. Sof t w e as a ser vi ce
ar
Vi deo
 W t ness H
i ub f or hum r i ght s
an-
r el at ed vi deo
 YouTube
 Vi m eo
 Local al t er nat i ves
Q ki
M ogul us
W kf l ow / Shar ed
or
docum s
ent
 Appr over . com
B ox. net
 PB i ki
w

85. Low cost har dw e
- ar
 M e’ l aw
oor s
 N ber of t r ansi st or s on a
um
chi p doubl es ever y 18 m hs
ont
 C put er pow doubl es f or t he
om er
pr i ce ever y 1 8 m hs
ont
 H dw e pr i ces ar e com ng
ar ar i
dow Fast .
n.

89. M ng m
aki oney
 Adver t i si ng
OpenX ad ser ver
Googl e Adsense
 D r ect Sal es
i
 Amazon. com
 eBay
 M LF D gi t al K osk
D i i
K agi . com
 Fundr ai si ng dr i ves and
di r ect donat i ons

90. Host i ng and hacker s
Host i ng
 Fast est m not be cl osest
ay
U i m
pt e
 Pr i ce
 Al t er nat i ves t o l ocal host i ng
Amazon W Ser vi ces
eb
 B t Tor r ent
i
Response and r ecover y
Desi gn and pl anni ng

91. Open sour ce t ool s w m
e ake
Cam i t e
ps
Cont ent management syst em
Cam as t e r
pc
Radi o aut om i on/ pl ayout syst em
at
Cr e am CRM
C M f or m a
R edi
Dr e am
Pr i nt di st r i but i on management

92. Cam i t e
ps
 Cont e nt Manage m nt Sy s t e m
e
By j o ur na l i s t s , f o r
j o ur na l i s t s
 Or gani z e d l i ke a ne ws pa pe r
Publ i c a t i o n
I s s ue
Se c t i o n
Ar t i c l e
 Eas y t o us e

93. How Ca m i t e c a n be us e d
ps

94. How Ca m i t e c a n be us e d
ps

95. Ec onom e s o f s c a l e
i
 Se r ve r adm ni s t r at i o n
i
 Bandwi dt h
 Pr ogr am i ng
m
 De s i gne r s
 Te m at e m
pl aki ng

96. Gr oup v s . i ndi v i dua l i z e d
 Gr oup
Te c hni c a l t a s ks
 I ndi vi dual i z e d
St r a t e g y
De s i g n
Co nt e nt

97. M di a On Web
e
 3- ye ar pr ogr am
2004- 2007
Fo r m r Yug o s l a v i a
e
I nde pe nde nt m di a
e
M s t l y ne ws pape r s
o
45 ne ws s i t e s
3 s e r v e r s
Po we r e d by Ca m i t e
ps

98. Zor an Ži vkovi ć
M di a On W b
e e
Be l gr ade , Se r bi a

99. C m Publ i shi ng Pl at f or m
om on
2007- 2010
B ar us
el
I ndependent m a edi
Secur i t y
C r cum
i vent i on
Low pr of i l e

100. Sum e r CAM 2005
m P
De ve l ope r s ' Conf e r e nc e
Pr ague , Cz e c h Re publ i c

101. How t o r each us
M LF: w w m f . or g
D w . dl
C pw e: w w cam ar e. or g
am ar w. pw
Dougl as Ar el l anes:
dougl as. ar el l anes@m f . or g
dl
Skype: dougi egyr o
M cz Fl or :
i
f l or @ edakt i onundal l t ag. de
r

102. Thi s pr esent at i on i s
onl i ne
ht t p: / / w w box. net / shar ed/ v2gr bbpw
w. s4

103. Thi s pr esent at i on i s
r el eased under a C eat i ve
r
C m
om ons l i cense
W t h t he f ol l ow ng condi t i ons:
i i
At t r i but i on
Non- com er ci al
m
Shar e Al i ke