Amplified Leicester showcase slides

Amplified Leicester Showcase15 April 2010Phoenix Square Digital Media Centre

Welcome

Ted Cassidy MBE

Head of Regional Partnerships

De Montfort University

Chair of the Board, Phoenix Square

Amplifying Today

Tweeting? Use #ampleic. Sessions will be filmed and put online after

the event. The innovative social media group Amplified

are with us to capture and amplify the conversation using Audioboo, Flickr, Twitter and blogging.

Project Summary

Sue Thomas

Professor of New Media

IOCT & Humanities, DMU

Thilo Boeck

Senior Research Fellow

Centre for Social Action, DMU

Amplified Leicester

A city-wide experiment to explore diversity and innovation build a network across diverse communities create, share and develop new ideas use social media like Facebook and Twitter

as an amplifier

Commissioned and supported by NESTA, an independent body with a mission to make the UK

more innovative.

Inspired by research

Transliteracy (DMU)

The ability to read, write and interact across a range of platforms, tools and media from signing and orality through handwriting, print, TV, radio and film, to digital social

networks.


The Amplified Individual (IFTF) Highly social Highly collective Highly improvisational Highly augmented

Amplified Individuals possess an unusual set of skills

Examples: High Ping Quotient: responding & reaching

out to others (esp in social media networks). Mobbability: ability to work in large groups;

to organize & collaborate with many people simultaneously.

Longbroading: thinking in terms of higher-level systems, massively multiple cycles, and the very big picture.


Social Networks– Social networks tend to magnify whatever they

are seeded with– Social networks are creative and what these

networks create does not belong to any one individual. It is shared by all those in the network

Social Capital– ‘It’s not what you know, it’s who you know’– The notion of ‘glue’ and ‘resources’

Transliteracy in the network

Inspired by Leicester

In 100BC the Belgae settled here followed by Romans, Danes & Normans

Today, population <300,000 40% ethnic minority background About 240 faith groups across 14 different

faiths 16% of people in Leicester prefer to speak

Gujarati, 3% Punjabi, and 2% Urdu. 81% prefer to speak English

One Leicester Summary of key facts: 2008

Project Objectives

Develop a transferable model for amplifying a diverse city’s grassroots innovation capacity through connecting diverse communities through key individuals

Provide practical examples of how collaborative technologies can be exploited in a city context

Resources

Partners NESTA (Funder) DMU Institute of

Creative Technologies Phoenix Square Leicester Mercury Harvey Ingrams LLP Citizens’ Eye

People Uniqueness of Leicester Project Team Advisory Group Participants

– 43 applied– 30 selected– 24 still active

The Team

Advisory Group

De Montfort University Harvey Ingram LLP Institute for the Future of the Book iQubed Lord Judd of Portsea Phoenix Square Sleepydog Unleashing Enterprise

Participation was free of charge and by application

Open-minded, enthusiastic and curious. Interested in working and sharing ideas with

other people Willing to try new activities and technologies Able to take part in the whole programme Able to access the internet regularly A resident of / working in the city of Leicester Proficient in English. Over the age of 18. No formal qualifications needed.

The opportunity to learn how to:

Manage the stream of information which bombards us every day

Generate, share & develop new ideas quickly Make the most of different kinds of capital –

social, economic, creative, personal Think like a futurist Organise and collaborate better Be persuasive in different situations….and more

The Participants

Six Month Programme

Fortnightly private meetings of 3 hrs + group lunch

Focus on qualities of Amplified Individual Practical workshops + visiting speakers e.g.

– JP Rangaswami, Chief Scientist, BT– Duncan Wilson, Arup Foresight– Andy Miah, Prof in Ethics & Emerging

Technology– Chris Meade, Institute for the Future of the

Book

There was an ongoing spirit of collaboration within the group

They said…

“A fantastic opportunity to participate in a diverse group of people to hopefully achieve lasting positive amplification of our city.” Gary McCarthy

“I could share my knowledge with others inside and outside the project”. Sarah Eaton

“Amplified Leicester has re-awakened my desire to push the boundaries of communication and innovation in whole new direction.” Darren Hines

“I learned that you often know more than you think - you just don't know it.” Farhana Shaikh

Research Findings

Group Process

Most of participants (70%) consider themselves to be a mixture of ‘offline and online’ person.

A quarter of the participants consider themselves to be a mostly ‘online’ person.

The majority (65%) of participants found the group work most useful.

35% finding a mixture of online and group work as being the most useful processes.

Amplification

Participants have been developing new skills that enable them to thrive in an increasingly complex and collaborative work culture.

Participants identify substantial improvements in their amplification.

Some of the strongest shifts can be observed in influency, multi-capitalism, cooperation radar, signal/noise management and longbroading.

Diversity

Two elements of diversity: The personal dynamics and group dynamics

between diverse people which reflects issues of cohesion

The fluid and deep diversity which nurtures a group to be innovative.

Our project suggests that these have to be differentiated.

Trust

85% of the participants would say that the trust between members is average to high.

15% say that it is low (we explored this further in individual interviews)

Trust within the group/ trust between group and advisory group and project team is an important element

Moving Forward

Social networks grow and evolve. All sorts of things flow and move within them

Through social networks people can transcend themselves and their own limitations

Dissemination and contagion

The Model

A trusted collaborative space where deep diversity flourishes, ideas flow, and social media connects.

Process

Step one: Cocoon The Consciously Amplified Group

Step two: Emergence From the Amplified Group to the Amplified

City

Emergence

Today we go public Our new online community is hosted by

Amplified Leicester participants at www.amplifiedleicester.com

Fortnightly free talks start next week with Josie Fraser asking ‘Is Privacy Dead?’

Our miniprojects are reaching into the city and invite your participation

“A great experience to realise that so many can get together through varying mediums to influence and change things. Amazing. Certainly changed my life.” Ian Davies

Miniprojects

Introduced by Ishi Khan-Jackson

Leicester Guerrilla QR code project (Sarah Eaton & Mike Wilkinson)

#Leicester on the Map (Ben Ravilious) The Leicester Family (Farhana Shaikh)

Amplified Leicester

The Leicester Guerrilla QR Project

Mike Wilkinson and Sarah Eaton

What is a QR code?

Been around since 1994

Very popular in Far East

Encodes information URLs Geographical location Name address, vcard Text SMS message

Here are some examples

Providing information

Location and Environment

Why are QR codes exciting?

Increase in mobile internet

Interest in Geo-location applications

Bridges the real and virtual worlds

Cheap and easily accessible

Big internet players are starting to use them

Back to the beginning..

Starting point – An Amplified Leicester exercise

Social media use to develop the idea

Usage of QR codes

End point Mini-project proposal

Mini-project

Small pilot project

Delay due to legal queries

Other concepts developed The CQART demonstration The Foursquare venue poster

Pilot proved QR codes potential but more impact required

Leicester Mercury Interest

Approached Keith Perch Editor Leicester Mercury Advisor on Amplified Leicester Board Keen Social Media User

One Project identified for collaboration

Walk of Fame Project

Series of plaques showing nine famous Leicester people

Unveiling on St George’s day 25th April 2010

Cultural Quarter Business Association Interested

Awaiting a response from City Council

Leicester On The Map

An independent online PR network to promote the City of Leicester

Ben RaviliousDirector, Ultimateweb LtdCampaigns Manager, Leicester Civic Society

Our Pitch

“A cultural treasure trove that’s waiting to be explored” – OneLeicester.com

“A place with big ideas. A place where businesses thrive. Where communities come together. A place where people want to live.” – Prospect Leicestershire

“Leicester is a city bursting at the seams with arts, culture, festivals, attractions, shopping and food and drink.” – GoLeicestershire.com

Our Moaning!

“Leicester is a terrible place to live, the city centre is a no go zone and most people there have no ambition”

“It is such a badly-run, filthy, dangerous and generally disgusting place (the sink-estate capital of the world)”

(both comments on Leicester Mercury articles)

What Can We Do?

Don’t just leave it to our official promotion agencies

Individuals talking up the city are an essential part of the toolkit

Think about how you would describe Leicester to a visitor

Using Social Media

Fast becoming the way to organise campaigns

Allows quick collaboration with a large number of people

Works best as a grass roots rather than top-down medium

Huge variety of tools available

Ways to Promote Leicester

Amplify positive new stories and campaigns for Leicester via your networks.

Expand your own influence on Facebook, Twitter, LinkedIn, etc

Challenge negative stories, comments or opinions about Leicester

Pass it on!

LOTM Website

Leicester on the World Map

(Twitter/ Google Maps mashup by Ben Marsh, developer of #uksnow site)

Over to You

www.LeicesterOnTheMap.org.uk

Become an online ambassador for your city!

Thanks to: -Prof Sue Thomas + Amplified Leicester team & participants, Howard Swift & Nick Carter (Prospect Leicestershire), Simon Gribbon (Leicester Shire Promotions), Ben Marsh, Jennifer Jones, Farhana Shaikh, Laurel Davis-Lyons (Hopwood PR), John Coster (Citizen’s Eye), Sarah Harrison (City Centre Director)

Ben Ravilious [email protected]

Leicester Family Mini Project

Farhana Shaikh,

Writer and Editor

with

Sharon Bown, Extended Schools Coordinator

Leicester Family Mini Project

A social media project exploring the realities of

family life in the city

Leicester Family Mini project http://www.leicesterfamily.org

http://www.leicesterfamily.org/

Social Media

Facebook Flickr Twitter Myspace Youtube Ning Blogging network

Book: Pilot Edition

Launching today Crowdsourced via

social media Consists of photos,

written word and video Layering of past,

present & future

Future Plans

Extend pilot out to schools and community groups

Reinforce social media links with face to face contact

Host family craft day Open to ideas

Tea Break!

Screen Lounge

Please be seated again by 3.30

Participant Panel

Sharon Bown Countesthorpe Cluster of Schools

Ian Davies Photographer & Writer Laura Horton Regional Equality & Diversity

Partnership Inspector Bill Knopp Leicestershire

Constabulary Joy Marsden Joy Marsden Training &

Development Simon Parker Leicester Libraries & Citizens'

Eye

Sharon Bown

Countesthorpe Cluster of Schools

Ian Davies

InfluenceEveryone's doing it!!!

Frustrati

on

Diversity!

World domination

Inspector Bill Knopp

Simon Parker

Participant Panel

Sharon Bown Countesthorpe Cluster of Schools

Ian Davies Photographer & Writer Laura Horton Regional Equality & Diversity

Partnership Inspector Bill Knopp Leicestershire

Constabulary Joy Marsden Joy Marsden Training &

Development Simon Parker Leicester Libraries & Citizens'

Eye

Keynote

Andrea Saveri

'Amplified Leicester and the Resilience Imperative'

Introduced by

Professor Andrew Hugill

Director, Institute of Creative Technologies

De Montfort University

Amplified Leicester and the

Resilience Imperative

Andrea Saveri

Amplified Leicester Showcase, April 15, 2010Phoenix Square Digital Media Centre

Leicestershire, UK

Saveri Consulting 2010


A Call to Action

To develop flexible response capacities…

…for a new, complex problem space.


Global Consumption

Financial Crisishttp://www.flickr.com/photos/andresrueda/3027534098/sizes/o/

Water

http://www.flickr.com/photos/julien_harneis/589759829/sizes/o/

http://www.flickr.com/photos/andresrueda/3027534098/sizes/o/

http://www.flickr.com/photos/andresrueda/3027534098/sizes/o/

A Shift in Response Tools


Future

Pattern Based

Intuitive

Generative

Valid Solutions

Novel Practice

Past

Fact Based

Analytical

Reductionist

Reliable Solutions

Best Practice

Amplified Communities

Use social media…

…to generate new patterns, reconfigure, and learn.


A Culture of Resilience

Network PowerDesign CapitalTransformation Outlook


Network Power

Ability to use social media to coordinate people, resources, and information to catalyze group action.


Sources of Power


Content FacilitationTransactions

Design Capital

Practices and relationships that enable human-focused, system-wide problem solving.



www.flickr.com/photos/sue_thomas/4274031373/sizes/o/in/set-72157621895358974/

PrototypingEmpathy

Transformation Outlook

A growth mindset for engaging with change and a mythology of interdependence.


Mindsets Frame Interpretation Carol Dweck – Stanford University


Talents & abilities carved in stone

Proving oneself

Shun resources

Outcomes

Fixed Talents & abilities cultivated over time

Improving oneself

Open to resources

Process, effort

Growth

Failure: An Action not Identity


A way to structure resources, options, new relationships

Feedback on how/what not whohttp://www.flickr.com/photos/smemon/4497590005/sizes/o/

Reveal the work of change


• Reward & honor effort and process

• Adjust timeframe

• Revise metrics of success- new connections, resources, assets

A Mythology of Interdependence


“Myths struggle to catch up with our reality.” Paul Saffo

http://www.flickr.com/photos/juhansonin/407874864/sizes/o/

Role for Social Media


• Make transformation visible- map projects, partners, networks

• Reveal the process: wikis, blogs

• Open for feedback

• Narrate interdependence

Amplified Leicester 2010


• Empowered groups

• Community-based prototyping

• Visible process

• Tuning an outlook

• Stories of collaboration

Plenary

Chaired by Ross Grant, Leicester City Councillor

Thilo Boeck, Senior Research Fellow, Centre for Social Action, DMU

Toby Moores, Amplified & CEO Sleepydog Ltd

Vijay Singh Riyait, Sikh Geek & CEO iQubed Sue Thomas, Professor of New Media, IOCT

& Humanities, DMU

Thanks to....

NESTA The team: Thilo Boeck, Ravinder Kaur, Ash

Brown, Lisa McNicoll & Bharti Mistry Phoenix Square The Advisory Group The Amplifiers – Josie Fraser & Steve

Lawson

And, of course, the participants!

Thank you for coming this afternoon.

We hope you have found our work to be informative and inspiring.

Please join us now for drinks and canapes in the Screen Lounge

Education

Amplified Leicester showcase slides