CONNECTIVITY Serving multi-audiences multi- ways with multi-strategies Lee Rainie Director – Pew Internet Project DigitalNow – Association Leadership conference Orlando, FL

New association user April 9, New information ecosystem: Then and Now Industrial Age Info was: Scarce Expensive Institutionally oriented Designed for consumption Information Age Info is: Abundant Cheap Personally oriented Designed for participation

New association user April 9, % of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the change agent Then and now % of adults use internet 62% have broadband at home 80% own a cell phone 53% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage

New association user April 9, Media ecology – then (industrial age) Product Route to home Display Local storage TV stations phone TVCassette/ 8-track broadcast TV radio broadcast radio stereoVinyl album News mail Advertising newspaper delivery phone paper Radio Stationsnon-electronic Tom Wolzien, Sanford C. Bernstein & Co

New association user April 9, Media ecology – now (information age) Product Route to home Display Local storage cableTiVo (PVR)VCR TV stations DSLTVSatellite radio player Info wireless/phoneradioDVD “Daily me” broadcast TVPCWeb-based storage content books iPod /MP3server/ TiVo (PVR) Cable Nets broadcast radiostereoPC Web sites satellitemonitorweb storage/servers Local news mailheadphonesCD/CD-ROM Content from express deliverypagersatellite playercell phone memory individuals iPod / storageportable gamerMP3 player / iPod Peer-to-peer subcarriers / WIFIcell phonepagers - PDAs Advertising newspaper deliverynon-electroniccable box Radio stations camcorder/cameraPDA/Palmgame console game consolepaper Satellite radioe-reader / Kindlestorage sticks/disks tablet / iPade-reader/Kindle tablet / iPad Adapted from Tom Wolzien, Sanford C. Bernstein & Co 48% of adults own laptops – up from 30% in % of adults own DVRs – up from 3% in % of adults own personal gaming devices 37% of adults own game consoles 43% of adults own MP3 players – up from 11% in 2005

New association user April 9, Media ecology – now (information age) Product Route to home Display Local storage cableTiVo (PVR)VCR TV stations DSLTVSatellite radio player Info wireless/phoneradioDVD “Daily me” broadcast TVPCWeb-based storage content books iPod /MP3server/ TiVo (PVR) Cable Nets broadcast radiostereoPC Web sites satellitemonitorweb storage/servers Local news mailheadphonesCD/CD-ROM Content from express deliverypagersatellite playercell phone memory individuals iPod / storageportable gamerMP3 player / iPod Peer-to-peer subcarriers / WIFIcell phonepagers - PDAs Advertising newspaper deliverynon-electroniccable box Radio stations camcorder/cameraPDA/Palmgame console game consolepaper Satellite radioe-reader / Kindlestorage sticks/disks e-reader/Kindle Adapted from Tom Wolzien, Sanford C. Bernstein & Co … and this all affects social networks 1) their composition 2) the way people use them 3) their importance 4) the way associations can play a part in them

New association user April 9, Behold the idea of networked individualism Barry Wellman – University of Toronto The turn by people from groups to social networks = a new social operating system = a new way to serve them

New association user April 9, Technology has helped people change their networks Bigger Looser More segmented More layered = More liberated More work More important as sources of support and information, filters, curators, audience

New association user April 9, Punchline #1 You and your organizations can act like nodes in people’s networks

New association user April 9, Punchline #2 You can take more advantage of people being nodes in your network

New association user April 9, Big societal forces pushing us toward networked individualism Affluence and affordable technology Expanding consumer options Income and wealth volatility Job security and longevity Rise of free agency and freelancing Changes in family composition, roles, responsibilities Trends towards management of retirement and health care Rise of DIY politics and religion

New association user April 9, ways the inform and influence ecosystem has changed in the digital age

New association user April 9, Information ecosystem change – 1 Volume of information grows

New association user April 9,

New association user April 9, Information ecosystem change – 2 The variety of info sources increases and democratizes and the visibility of new creators is enhanced in the age of “social media.”

New association user April 9, Social networking 56% of online adults use social network sites 73% of online teens use them

New association user April 9, Picture sharing ~50% of online adults post pictures online ~70% of online teens do that

New association user April 9, Posting comments on websites/blogs 26% of adults post comments on sites

New association user April 9, Twitter 21% of adults use Twitter or other status update methods 8% of teens use them

New association user April 9, Blogs 11 % of online adults keep blogs 14% of online teens keep them >40% of internet users read blogs

Information ecosystem change – 3 People’s vigilance for information changes in two directions: 1) attention is truncated (Linda Stone) 2) attention is elongated (Andrew Keen; Terry Fisher)

New association user April 9, Information ecosystem change – 4 Velocity of information increases and smart mobs emerge 84% of online adults are in group with online presence ~50% belong to listservs or regular group s ~40% get or text alerts

New association user April 9, Information ecosystem change – 5 Venues of intersecting with information and people multiply and the availability of information expands to all hours of the day and all places people are

New association user April 9, Information ecosystem change – 6 The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact -- Metaverse Roadmap Project 1) Augmented Reality

New association user April 9, Information ecosystem change – 6 The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact -- Metaverse Roadmap Project 2) Mirror Worlds

New association user April 9, Information ecosystem change – 7 Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us” ~40% of online adults get RSS feeds ~35% customize webpages

New association user April 9, Information ecosystem change – 8 Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligence asserts itself 31% of online adults rated person, product services

New association user April 9, Information ecosystem change – 9 Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold.

New association user April 9, Networked Individuals … have a different … Sense of information availability – it’s ambient and “I control the playlist” Sense of time – it’s oriented around “continuous partial attention” and then intense digging Sense of community and connection – it’s about “absent presence” as much as its about “membership” Sense of the rewards and challenges of networking for social, economic, political, and cultural purposes – new layers and new audiences

New association user April 9, Punchline #3 This changes the old notion that information and influence follow a 2-step process

New association user April 9, A general new pattern of communication and influence for organizations – follow the 5 As ID acolytes (influentials) Invite attention (alerts, updates) Offer pathways to info acquisition (link love and conversations) Help with assessment (build your brand) Enable action (tools for participation and feedback)

New association user April 9, Why good social networks (and social networking) matter Healthier Wealthier Happier More civically engaged = better communities Diversity makes a difference – you creating “bridging” and “bonding” social capital Size of network makes a difference – you add to people’s deposits of social capital

New association user April 9, Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC Twitter: