How is the connected world changing your mission? “Here Comes Everybody” Group action just got easier. Mobile phone, Internet, transformed they way people collaborate.
Changed media landscape. HSBC example. Penalty free checking to college students. Thousands signed on. Over the summer, rescind offer. Charged 140 pounds. Not ok, have 30 days to withdraw. Stop the great HSBC graduate ripoff on Facebook. Thousands join this group. They start talk about it. They start trading tips on how to transfer money from one bank to another. Once one person solves problem, it's solved for everyone else. Goes viral with media. Schedule real world protest. By this time, HSBC has caved in. Students were unhappy AND COORDINATED. Use to media as source of information. That's it. With FB, now it's source and platform for collaboration. No managerial structure needed.
Convening value. Use media to convene not only to inform. Revolutions. Printing press. Telegraph. Telephone. Then capture content on media. Recently, harness the airwaves. Curious asymmetry. Stuff good at creating conversation, not good at creating groups. Vice versa. Internet. It's a many to many. Allows groups to get together. Buy a TV. Consumer goes up by one, but not producer. Computer, both consumer and producer. Media is transformed.
Chris Avenir – Freshman at Ryerson. Ryerson threatened explusion. He published study group materials on Facebook. Clash of metaphor. Is FB just old media offered in new package. Or real world moved into the Ether. It's the wrong question! What FB is like, is like FB. Old analogies is inadequate to describe what is going on.
We're use to institution being at the center, then broadcast to users. We're getting use to two-way conversation. Now, the users can talk directly to one another. Many orgs are living through this shift. Membership orgs – you give me money and you have membership. Now they want to listen, talk back to each other and talk back to core institution. What are you gonna do about it? When cost of participating is low enough, you get amateurs doing it. People who do it for different kind of orgs.
We're not use to see things in the public for the public. Now it's so cheap to publish on your own. Not WHY PUBLISH THIS, to WHY NOT PUBLISH IT! (because cost is so low to publish). The people who are having conversations don't care that we can see it. Thai coup. Blogger get camera phone and post pics of tanks. Suddenly people are pouring in to her blog. She's not journalist but committed an act of journalism. Then she posts hello kitty phone she wants. People then say get back to the coup! Then she posts “Life Like This.” No media org in the world will tell new viewers to buzz off. She's doing it for different motivations than professionals.
For orgs, it's not about tech, it's about sociology.
Institutional reactions. JNJ BTW – johnson and johnson, btw. They talk about “products” then have comment policy. First paragraph, we'll delete anything off topic. Or if about products, go somewhere else. Made comment count red. Why did you have blog in first place? Don't try to pretend. Just don't do it in the first place. Have goal and figure out tech needed.
Loss of control. BBC example. It's already in the past. If you don't think you lost control, you're not looking very hard. If you are having about your orgs, you will find it many places which are not sponsored or owned by you. Choice. Ignore, replace, compete? BBC did it all with Doctor Who Website.
Adopt logic of ALSO rather than INSTEAD. You cannot remove these presences. We can't stop it even if we wanted to stop it. If you have the same problem for a long time, maybe it's not a problem but a fact. So when they put up their own site, they published their own info, then employ ALSO by adopting wiki. You leverage value of the wiki without too much work. You allow them to do it all through you.
Modernista. Rather than Website, they forward people to their wiki listing. They say all info is beyond our control. They've recognized that people would not believe anything they would publish on their own so they just list clients and offer potential clients to browse the list and read what other people have to say about their company.
Linux – I'm doing a free operating system (just a hobby) I'd like to know what features most people would want. (Torvalds) Did go out and say we're going to crush Microsoft in the server market!
Wikipedia – Humor me. Go there and add a little article. It will take all of five or ten minutes. (Sanger) Didn't say we're out to crush Encarta and put them out of business.
Twitter. I want to have a dispatch service that connects on our phones using text. This intuition was developed five years ago.
Find the person in your org that gets it. That has big transformative idea and lock them out of the building. Then have them come back in with 100 medium sized ideas or a thousand small ideas. This is how these systems work. Modest numbers of projects has a better chance to transform and institution. You have to have small iterations. Figure out the feedback from this development.