1. CONNECTIVITY Serving multi-audiences multi- ways with multi-strategies Lee Rainie Director – Pew Internet Project DigitalNow – Association Leadership conference Orlando, FL 4.9.10

2. New association user April 9, 20102 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

3. New association user April 9, 20103 2000 46% 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 2010 75% 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

4. New association user April 9, 20104 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

5. New association user April 9, 20105 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 2006 37% of adults own DVRs – up from 3% in 2002 18% of adults own personal gaming devices 37% of adults own game consoles 43% of adults own MP3 players – up from 11% in 2005

6. New association user April 9, 20106 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

7. New association user April 9, 20107 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

8. New association user April 9, 20108 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

9. New association user April 9, 20109 Punchline #1 You and your organizations can act like nodes in people’s networks

10. New association user April 9, 201010 Punchline #2 You can take more advantage of people being nodes in your network

11. New association user April 9, 201011 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

12. New association user April 9, 201012 9 ways the inform and influence ecosystem has changed in the digital age

13. New association user April 9, 201013 Information ecosystem change – 1 Volume of information grows

14. New association user April 9, 201014

15. New association user April 9, 201015 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.”

16. New association user April 9, 201016 Social networking 56% of online adults use social network sites 73% of online teens use them

17. New association user April 9, 201017 Picture sharing ~50% of online adults post pictures online ~70% of online teens do that

18. New association user April 9, 201018 Posting comments on websites/blogs 26% of adults post comments on sites

19. New association user April 9, 201019 Twitter 21% of adults use Twitter or other status update methods 8% of teens use them

20. New association user April 9, 201020 Blogs 11 % of online adults keep blogs 14% of online teens keep them >40% of internet users read blogs

21. 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)

22. New association user April 9, 201022 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 emails ~40% get email or text alerts

23. New association user April 9, 201023 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

24. New association user April 9, 201024 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

25. New association user April 9, 201025 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

26. New association user April 9, 201026 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

27. New association user April 9, 201027 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

28. New association user April 9, 201028 Information ecosystem change – 9 Social networks become more vivid and meaningful. Media-making is part of social networking. “Networked individualism” takes hold.

29. New association user April 9, 201029 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

30. New association user April 9, 201030 Punchline #3 This changes the old notion that information and influence follow a 2-step process

31. New association user April 9, 201031 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)

32. New association user April 9, 201032 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

33. New association user April 9, 201033 Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Email: Lrainie@pewinternet.orgLrainie@pewinternet.org Twitter: http://twitter.com/lrainiehttp://twitter.com/lrainie 202-419-4500