publishers forum 2012
TRANSCRIPT
Social Media Impact Prof. Tim Bruysten
richtwert GmbH | Mediadesign Hochschule
Publishers Forum 2012 | publishersforum.de
AgendaA B CBeyond Push & Pull Brands and Networks Definition Social Media Discussion
D
Beyond Push and PullA
Friends
Family KegelklubBüro
CustomerConference
Shopping-Center
Push `n Pull?
SocialGraphs
Friends
Family BowlingOffice
CustomerConference
Shopping-Center
Push `n Pull?
Exampleisraelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk”
katrinayellow: “@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.”
katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would be interesting :)”
israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would be way too complicated”
gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keep it, will you.”
israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our next moment of inspiration.
Social Redaktion
“Conversation is King, content is just something to talk about.”—Cory Doctorow
3 Axioms, why this is true…
1 Network-Connectionsare always possible
Friends
Family BowlingOffice
CustomerConference
Shopping-Center
Run innovation?Win an election?Save the Euro?Heal Illnesses?
Friends
Family BowlingOffice
CustomerConference
Shopping-Center
1 Network-Connectionsare always possible
Product Lifecycle„classical Lifecycle“
0
25
50
75
100
Entwicklung Einführung Wachstum Reife Rückgang
Absa
tz
0
25
50
75
100
Entwicklung Einführung Wachstum Reife RückgangNetz
wer
k In
volvi
erun
g
Product Lifecycle„Web2.0 Lifecycle“
0
25
50
75
100
Entwicklung Einführung Wachstum Reife RückgangNetz
wer
k In
volvi
erun
g
Product Lifecycle„Web2.0 Lifecycle“
CrowdSou
rcing
Open In
novat
ion Co-X
Liquid
Democ
racy
SM Mon
itorin
g
Involvement
CrowdSou
rcing
Open In
novat
ion Co-X
Liquid
Democ
racy
SM Mon
itorin
g
Involvement
2 Digitalization isEverywhere
Networks can be created spontaneously
3
…to connect those who share a necessity
Networks can be created spontaneously
3
…to connect those who share a necessity
Networks can be created spontaneously
3
Commonalities Complements Discurses Conflicts
Taxonomy of Situations
Commonalities Complements Discurses Conflicts
destruktive Destruction Cell Conflict War
coordinative Planning Dialog Argument Attack
cooperative Prayer Conversation Debate Maneuver
collaborative Project Product Change Proces
co-creativ Vision Procreation Society Discovery
disruptive Utopy Creation Divorce Dystopy
Three Levels of UnderstandingBrands in NetworksB
The Roles in a Network1
The Roles in a Network1
Understanding your Brand-Archetype2
Understanding your Brand-Archetype2
Servant Seller Seducer Controller
2 Understanding your Brand-Archetype
Servant Seller Seducer Controller
2
Influence Power
Servant Seller Seducer Controller
Understanding your Brand-Archetype
Quality of Networks3
Quality of Networks3
physical network digital assisted network digital network algorithmic network
rising complexity
1 2 3 4
Quality of Networks3
physical network digital assisted network digital network algorithmic network
rising complexity
3
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity
Quality of Networks
3
analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity
Quality of Networks
3
„Phenotype“
„Sociotype“
„Genotype“ analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity
Quality of Networks
Quality of Networks3C
lan
Fam
ilyFr
iend
s
Wor
kpla
cePa
rty
Elec
troni
c St
ock
Exch
ange
„Phenotype“
„Sociotype“
„Genotype“ analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity
Quality of Networks3
Net Range Index
Cla
n
Fam
ilyFr
iend
s
Wor
kpla
cePa
rty
Elec
troni
c St
ock
Exch
ange
„Phenotype“
„Sociotype“
„Genotype“ analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity
Definition Social MediaC
AudioBookBook eBookDocuments
ExperienceAudioBookBook eBookDocuments Performances
Defined through the producer Defined by Society
ExperienceAudioBookBook eBookDocuments Performances
Definition Social Media
Parlam
ent
Congre
ss
Magazi
ns
Newsp
aper
Twitte
r
Youtu
be
Face
book TV
Books
Definition Social Media
Society (Family, Club, Company, Parties, …)
Social Media / Social NetworksThe Public
The Role of the Middleman
Structural Holes are closed by the digitalization. This is what makes numerous middleman obsolete
The Role of the Middleman
Structural Holes are closed by the digitalization. This is what makes numerous middleman obsolete
If you‘re discovering structural holes in the meta-level of our culture, than you may have a new market.
Spatiale CultureTerritorial Laws
Communication CultureEducational Strategy
Space Medium
Borders Themes
Inhabitants User
Territory Network
Property Awareness
Evolution of Markets
Evolution of Societies
http://www.rand.org/pubs/working_papers/WR433.html
DiscussionD
You can‘t fight complexityNiklas Luhmann
Contact
Prof. Tim Bruystenwww.bruysten.com
richtwert GmbHwww.richtwert.eu
xing.com/profile/Tim_Bruystenfacebook.com/bruystende.linkedin.com/in/bruystentwitter.com/timbruysten
Information: http://richtwert.eu/publishersforum2012/