Tuesday, March 22 Keynote
Michelle Manafy
Director of Content, Free Pint Limited and editor of Dancing with Digital Natives
There are differences between the generations.
Digital natives: lifelong access to technology; nearly ubiquitous Internet access.
The term digital native was intro’d by Mark Prensky. Natively speak the language of computers, cell phones, gaming, Internet.
Mark Prensky; Urs Gaser; Gartner Group
“Digital Natives will be “the beneficiaries of hidden advantages…that all them to learn and work … in ways that others cannot.” –Malcolm Gladwell
Kids: privacy is no longer a social norm (Mark Zuckerberg). Kids are living a much more public life now.
1. Kids are all about public opinion, not private lives.
“Andy Warhol’s saying ‘everyone will be famous for 15 minutes’ has changed to ‘everyone will be famous to 15 people.'” –Tara Hunt, The Whuffle factor.
Users share a little much information.
Stupid criminals are not a new phenomenon. Police troll social media; gangs publicly post their activities, and are a font of information.
Truly communal generation: share details of all aspects of their lives.
Gives police the opportunity to crowdsource criminal investigations.
State Library of Victoria’s YouTube channel — engages the digital natives where they live. Options that allow you to blur the distinction between online and your environment.
Social Signon — instead of using an anonymous signin process, use your social media account to login to a website. Creates a sense of community engagement.
NPR does this. TakingitGlobal does this. Sharing their story on all the social networks.
Your users will become your greatest advocates…
Sparknotes.
2. Knowledge Sharing, Not Knowledge Herding.
“Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally a large group of people.” –Jeff Howe
HAUL Videos: Shopping YouTube videos.
Let’s get an idea how digital natives do innovation on their terms.
Quirky. Place for social product development. bring your proposed invention, the network votes on products, comments on them. One is selected and brought to market. (Quirky gets a percentage of sales of the invention; the people who vote on the product get a percentage of sales). This is real-time market feedback. Buzz starts to be created, while the product is being discussed before it gets to market.
Local Motors. Car designers. Every major aspect of the car designs are created in an open community process. The company makes its plan for its cars completely open.
ProPublica. Collaborative journalism. Systematize the process of crowd-sourcing. Work with readers to better inform the news.
Digitialcoo (sp?). Finland. Access to Finnish cultural heritage and documents. Users play games to help improve the search of the cultural heritage project.
Schoolsapp. Facebook app that allows schools to create private networks on Facebook. Schools are reporting a higher sense of matriculation and staying longer because of the increased sense of community.
P&G Connect. Product Development site. Over 50 percent of its initiatives involve collaboration with outside innovators.
IBM. Added a development social network portal to its development portal.
Older generations are scared of sharing knowledge. Knowledge itself is not power. Knowledge sharing is power.
Proprietary work. We ignore sharing at our peril. People focus on marketing, CRM, promoting your organization. We need to see that this process of crowd-sourcing isn’t a coffin-nailer. Science=build upon work of others. Art=inspiration from others. Innovation=gradually improving.
New era of innovation coming, never seen before?
They don’t want to just buy products and services. they want to be involved & then buy the goods and services they helped create.
Users have more trust in crowd-sourced organizations and products than the traditional model.
3. Interactions not Transactions
“For the love of money is the root of all evil: which while some coveted after, they have erred from the faith, and pierced themselves through with many sorrows.” –King James Bible.
Digital currency. Credit cards. Virtual world economies. Social capitalism (ratings and reputation).
This generation is definitely vocal. If you don’t find a way for them to express their opinions about your product, they will find one.
Bicyclists against United.
YouTube videos about United luggage.
United: Twitter One way communication, mostly.
Not that many people have relationships with machines.
Listen. Respond. React. We talk about conversations, but people tend to forget to listen. Genuine communication is what this generation seeks. Listening, responding, and reacting all a part of this.
Threadless. products created by the community.
PBS Digital Nation project. created a conversation and a documentary in the process. It actively sought input from its community members. They continue to engage with the community.Created relationships and a stellar documentary in the process.
Submit a picture, and 6 word creativity of how digital world has changed your lives.
- Crawl to laptop to skype Grandma.
- I emailed him. He deleted me.
- Dinosaur. Evolving.
Library sites examples.
- chat with a librarian.
- Teen-specific parts of library website.
- Library-curated areas of resources for specific demographics.
- Hennepin county libraries mentioned.
If you give the opportunity for real-time feedback, they’ll respond.
- Library of Birmingham in UK. International knowledge exchange. Build a community around knowledge.
- many of these businesses mentioned, were founded by digital native entrepreneurs.
- They create content. Share information. Provides an opportunity to listen and do business better.
- To move forward, risk business model, do scary things.
@michellemanafy on Twitter.
Book: Dancing with Digital Natives.