Naf271108

27th November 2008

HANNAH RUDMAN

From push… to pull:
personalisation, participation, co-
production and porosity!

www.slideshare.net/hanrudman

RUDMAN
Hannah@hannahrudman.com CONSULTING

National Office of Statistics reports…

57% homes
have internet
access -
c.85%
connections
broadband
c.95%
population have
mobile phone
RUDMAN

Diminishing digital divide?

• Connectivity and kit
– 87.6% UK homes have digital TVs
– 300m smartphones in the world,
– Nokia making an entry level handset,
– Malawi building IT infrastructure for smartphones not
PC
– 4bn mobile users in 12mths
– 10% global population on
broadband in 12 mths

RUDMAN

It’s not about the technology

• Convergence
– In a few years time,
mobile devices will
hold 10TB data
(10,000 GB)

RUDMAN

From push to pull

• Business is changing
– Networked, distributed

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From push to pull: Media

• Time shifted content

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National Theatre: new models of bringing
together art & audiences
“Technology is in the right
place now. The software
design is there, more and
more people have
broadband with moving
pictures and delivery is
free.”

“It's more enjoyable to be in
the swim than chasing the
wave”.
Nick Starr,Chief Exec.
RUDMAN

People want to do more than attend
• Personalise
• Participate
• Co-produce
• Create meaning
– Alan Brown’s latest research: WolfBrown

This affects:
– Business models
– Organisations’ operations
– Artistic practice

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“We-think”
“We-Think: the power of mass creativity is about what the
rise of the likes of Wikipedia and Youtube, Linux and
Craigslist means for the way we organise ourselves, not just
in digital businesses but in schools and hospitals, cities and
mainstream corporations. My argument is that these new
forms of mass, creative collaboration announce the arrival
of a society in which participation will be the key organising
idea rather than consumption and work. People want to be
players not just spectators, part of the action,
not on the sidelines.”

Charles Leadbeater, thinker and author.
www.wethinkthebook.net

RUDMAN

A change in how art is created
quot;The newest digital technologies are returning us to the most ancient
form of media - one in which a natural order is restored;
our individual stories and ideas take center stage,
with the rest of the world as a backdrop”.
June Cohen, (TED) conference director

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Some co-production

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Status Stories

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Status Stories

• Conversation starters

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Status Stories: story caching

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Why Social Networks?

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Survival Features!

• Participation ✔
• Personalisation ✔
• Co-production ✔

• Porosity

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Change of mindset

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A change in organisational structure
• Cornerhouse

“…arts organisations must do more to help one another. Arts
organisations learn too little from one another. Peer-to-peer support, mutual problem
solving and networking to share
resources is rare”.

Charles Leadbeater
“Arts Organisations in the 21st Century
10 Challenges”

RUDMAN

Piracy - a new business model?
Paul Coelho:
“I found a pirated Russian translation of The Alchemist - and
we were selling 1,000 copies a year in Russia, that’s not
very impressive - so I said OK, lets put the pirate edition
online for people to download.
In 2001 it sold 10,000 copies and everyone was puzzled and
the the next year we went to over 100,000.
It was, believe it or not, the free-for-download book. People
downloaded it, started reading it, liked it, and bought it…
in the third year, we had over 1m copies, now we’re over
10m copies in Russia.
Publishers have a tendency to try and protect the content.
It’s a lost battle.”

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Trust vs.
Control?

Piracy vs.
obscurity?

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Attention, not content, is money

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If we’re not selling content, then…

If copies lose their “value”, then we must sell
something that can’t be copied.

The key is to offer valuable intangibles that cannot
be reproduced at zero cost, and will thus be paid
for.
Kevin Kelly, founding editor, Wired.

RUDMAN

The end of control?
In the past, you were what you owned. Now you are what
you share.
Charles Leadbeater, We Think.

The traditional Western paradigm of “Copyright as the
sole value of content” is unsustainable.

You may struggle to own the content. But you can own
the
CONTEXT, MEANING, RELEVANCE, EXPERIENCE,
EMBODIMENT, TIMING
RUDMAN

And a word of warning…
• Formally… • Now..
– Audience – Users
– Consumer – Co-creators
– Listener – Contributors
– Customer – Peers
– Buyer – Producers
– Promoters

These people are your new sales & marketing, press
& PR teams - don’t underestimate the importance of
building a relationship with them!
Sharing is Caring :-)
RUDMAN

Implications for organisations & artists
– ARTISTIC
• people's online lives and digital devices become part of real experience – venues
and other audience members may have to change their attitudes to their inclusion;
• the relationship between the writer and community will become flatter - writers and
readers will begin to develop work collaboratively;
• people will be organised without the organisation, players without the play;

– OPERATIONAL
• encouraging more personalisation of and participation with the experience of your
work or organisation via digital tools and channels means increasing investment in
this area;
• becoming more porous as organisations and artists means opening up to a wide
dialogue, including the negative and critical;

– BUSINESS MODELS
• Money will be generated from driving attention, not from selling pieces of content.
(Powered by next generation advertising)
• Creativity is the currency of the future
• creating more digital content means more/different investment and different
contracts with venues, writers and audiences.
RUDMAN

From push to pull to porosity…

THANKS for listening!
I’m porous…
Stay in touch!
Hannah@hannahrudman.com

www.hannahrudman.com

RUDMAN

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