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PARTICIPATORY CULTURE
     - A CRASH COURSE
Christia
                          n Schwa
                                    rz Laus
                                           ten



                                                                   88
                                                 J uggling since 19




Blogged since 2004         Former knowledge             Co-founder
                               director                 and partner
HELPING OUR CLIENTS NAVIGATE
DIGITAL TECHNOLOGIES
AND NEW MEDIA
METAPHORS TO REALISE




       “The challenge facing modern managers is to become
      accomplished in the art of using metaphor to find new
   ways of seeing, understanding, and shaping their actions.”
                                                - Gareth Morgan
Participatory Culture - A Crash Course
CONTROL     UNIFORMITY   OBSERVATION
MONOLOGUE    INFORMATION HIERARCHY
ONE SIZE FITS ALL




             ”Any customer can have car
                           ”Any customer can have the car
             painted any colour that he wants
                           painted any colour that he wants
             as long as it’s black.” it’s black.”
                           as long as
                                      - Henry Ford - Henry Ford
MASS COMMUNICATION
Participatory Culture - A Crash Course
FLEXIBILITY   OPENNESS PARTICIPATION
DIALOGUE      DIVERSITY   INTERACTION
FROM STANDARDIZATION




              TO CUSTOMIZATION
FROM TRANSACTION




         TO CONTINUAL EXCHANGE
FROM AUDIENCES




                 TO PARTICIPANTS
FROM MESSAGE




               TO DIALOGUE
FROM INFLUENCE




                 TO RELATIONSHIP
“Consumers are beginning in a very real sense
to own our brands and participate in their
creation… We need to learn to begin to let go.”
                  - A. G. Lafley, CEO and Chairman of P&G
WHY NOW?
Participatory Culture - A Crash Course
Crucial
social platforms
Blogging
                                      Micro
     Social                          Blogging
   Networking


                                                  RSS
 Chat
Rooms
                   Crucial
              social platforms
                                                Widgets
  Map
services


                                        Photo-
                                        sharing
           Podcasts
                           Video-
                           sharing
HELP YOUR CUSTOMERS




         PARTICIPATE & CO-CREATE
“Metaphors may create realities for us, especially
   social relations. A metaphor may thus be the
                        guide for future actions.”
                         - George Lakoff & Mark Johnson
HOWEVER...




 ”Any customer can have car painted any colour that he wants as long as
                          “People who speak in metaphors
                                 should shampoo my crotch.”
                                                     it’s black.”
                                              - Jack Nicholson
                                                      - Henry Ford
THANKS!




          mail: christian@seismonaut.com
                 twitter: @unwiredchris
              web: www.seismonaut.com

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Participatory Culture - A Crash Course

  • 1. PARTICIPATORY CULTURE - A CRASH COURSE
  • 2. Christia n Schwa rz Laus ten 88 J uggling since 19 Blogged since 2004 Former knowledge Co-founder director and partner
  • 3. HELPING OUR CLIENTS NAVIGATE DIGITAL TECHNOLOGIES AND NEW MEDIA
  • 4. METAPHORS TO REALISE “The challenge facing modern managers is to become accomplished in the art of using metaphor to find new ways of seeing, understanding, and shaping their actions.” - Gareth Morgan
  • 6. CONTROL UNIFORMITY OBSERVATION MONOLOGUE INFORMATION HIERARCHY
  • 7. ONE SIZE FITS ALL ”Any customer can have car ”Any customer can have the car painted any colour that he wants painted any colour that he wants as long as it’s black.” it’s black.” as long as - Henry Ford - Henry Ford
  • 10. FLEXIBILITY OPENNESS PARTICIPATION DIALOGUE DIVERSITY INTERACTION
  • 11. FROM STANDARDIZATION TO CUSTOMIZATION
  • 12. FROM TRANSACTION TO CONTINUAL EXCHANGE
  • 13. FROM AUDIENCES TO PARTICIPANTS
  • 14. FROM MESSAGE TO DIALOGUE
  • 15. FROM INFLUENCE TO RELATIONSHIP
  • 16. “Consumers are beginning in a very real sense to own our brands and participate in their creation… We need to learn to begin to let go.” - A. G. Lafley, CEO and Chairman of P&G
  • 20. Blogging Micro Social Blogging Networking RSS Chat Rooms Crucial social platforms Widgets Map services Photo- sharing Podcasts Video- sharing
  • 21. HELP YOUR CUSTOMERS PARTICIPATE & CO-CREATE
  • 22. “Metaphors may create realities for us, especially social relations. A metaphor may thus be the guide for future actions.” - George Lakoff & Mark Johnson
  • 23. HOWEVER... ”Any customer can have car painted any colour that he wants as long as “People who speak in metaphors should shampoo my crotch.” it’s black.” - Jack Nicholson - Henry Ford
  • 24. THANKS! mail: christian@seismonaut.com twitter: @unwiredchris web: www.seismonaut.com