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Some of our thoughts and learnings about participation
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What we havelearned from T-Mobile
Jan 2009Jan 2009
April 2009April 2009
Winter 09/10Winter 09/10
Josh case studyQuickTime™ and a
H.264 decompressorare needed to see this picture.
Summer 2010Summer 2010
QuickTime™ and aH.264 decompressor
are needed to see this picture.
Some strong opinions lightly held
1. Six degrees of participation
Viewing
Liking
Sharing
Making
Contributing
Commenting
Passive
Niche
Active
Niche
Mass
Viewing
Liking
Sharing
Making
Contributing
Commenting
Passive
Niche
Active
Niche
Mass
Viewing
Liking
Sharing
Making
Contributing
Commenting
Passive
Niche
Active
Niche
Mass
2. Where is the commercial effect to be felt?
QuickTime™ and a decompressor
are needed to see this picture.
8.5m
17k285k
688 966
online views
shares
comments
tweets
blog posts
A Hunter shoots a bear
Source: viralvideochart.com
QuickTime™ and a decompressor
are needed to see this picture.
3. Balancing touch and participation
Degree of participation
Niche
Touch
Ms
100Ks
100s
Ks
27m
4.4k133k
23k 4.8k
online views
shares
comments
tweets
blog posts
T-Mobile Dance
Source: viralvideochart.com
Degree of participation
Niche
Touch
Ms
100Ks
100s
Ks
4. Why would anyone want to do that?
“When Police want to understand whether someone could have taken a particular action they looks for
means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is
the where and with whom”Clay Shirky, Cognitive Surplus
“When Police want to understand whether someone could have taken a particular action they looks for
means, motive and opportunity. Means and motive are the how and why of a particular action and opportunity is
the where and with whom”Clay Shirky, Cognitive Surplus
motive
Gibson’s univeral law of participation
Reward > Effort
Reward > EffortEntertainmentUtilityInspirationSocial currency
AttentionActivityCreativityTime
Do you really want to do that?Do you really want to do that?
5. The ads still matter...alot
Our handystep bystep guide
Our handystep bystep guide
1. Care aboutthe things real people really care about
Lurpak
2. Be interesting, do interesting, say interesting
3. Let people play
Care about the Care about the things that things that real people real people really care really care
aboutabout
Be interestingBe interesting Let people playLet people play
1 2 3
“Emotion is the greatest form of participation”
“Emotion is the greatest form of participation”