Apresentação "Como extrair valor dos Aplicativos Mobile?", case sobre a criação da Rádio Skol, projeto desenvolvido pela Aorta para a Cervejaria Ambev.
O material foi apresentado por Gustavo Ziller, nosso sócio-diretor, no 4º Mobile Intelligence, evento realizado no dia 23 de Março de 2011 em São Paulo.
Location provides context for what mobile users need.
The mobile web deserves unique functionality, but instead it's just a watered down version of the internet proper.
We live in a world of cords and keypads. Every experience, from getting lost to doing laundry, is benefiting from the gadgets that fill our lives. But while everything may be wired, none of it is wired together. The cracks in our daily experiences can be filled with the mobile web. Accessible through our phones, filling us in on the virtual world all around us.
I presented this deck at the IA Summit 2009, in Memphis, Tennessee.
From Prosumer to Produser: Understanding User-Led Content CreationAxel Bruns
Paper presented at Transforming Audiences conference, London, 3-4 Sep. 2009.
Abstract:
Alvin Toffler’s image of the prosumer (1970, 1980, 1990) continues to influence in a significant way our understanding of the user-led, collaborative processes of content creation which are today labelled “social media” or “Web 2.0”. A closer look at Toffler’s own description of his prosumer model reveals, however, that it remains firmly grounded in the mass media age: the prosumer is clearly not the self-motivated creative originator and developer of new content which can today be observed in projects ranging from open source software through Wikipedia to Second Life, but simply a particularly well-informed, and therefore both particularly critical and particularly active, consumer. The highly specialised, high end consumers which exist in areas such as hi-fi or car culture are far more representative of the ideal prosumer than the participants in non-commercial (or as yet non-commercial) collaborative projects. And to expect Toffler’s 1970s model of the prosumer to describe these 21st-century phenomena was always an unrealistic expectation, of course.
To describe the creative and collaborative participation which today characterises user-led projects such as Wikipedia, terms such as ‘production’ and ‘consumption’ are no longer particularly useful – even in laboured constructions such as ‘commons-based peer-production’ (Benkler 2006) or ‘p2p production’ (Bauwens 2005). In the user communities participating in such forms of content creation, roles as consumers and users have long begun to be inextricably interwoven with those as producer and creator: users are always already also able to be producers of the shared information collection, regardless of whether they are aware of that fact – they have taken on a new, hybrid role which may be best described as that of a produser (Bruns 2008). Projects which build on such produsage can be found in areas from open source software development through citizen journalism to Wikipedia, and beyond this also in multi-user online computer games, filesharing, and even in communities collaborating on the design of material goods. While addressing a range of different challenges, they nonetheless build on a small number of universal key principles. This paper documents these principles and indicates the possible implications of this transition from production and prosumption to produsage.
References:
Bauwens, Michel. (2005, 15 June) “Peer to Peer and Human Evolution.” Integral Visioning. http://integralvisioning.org/article.php?story=p2ptheory1 (accessed 1 Mar. 2007).
Benkler, Yochai. (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, Conn.: Yale University Press.
Bruns, Axel. (2008) Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang.
Toffler, Alvin. (1970) Future Shock. New York: Random House.
———. (1980) The Third Wave. New York: Bantam.
———. (1990) Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century. New York: Bantam.
Location provides context for what mobile users need.
The mobile web deserves unique functionality, but instead it's just a watered down version of the internet proper.
We live in a world of cords and keypads. Every experience, from getting lost to doing laundry, is benefiting from the gadgets that fill our lives. But while everything may be wired, none of it is wired together. The cracks in our daily experiences can be filled with the mobile web. Accessible through our phones, filling us in on the virtual world all around us.
I presented this deck at the IA Summit 2009, in Memphis, Tennessee.
From Prosumer to Produser: Understanding User-Led Content CreationAxel Bruns
Paper presented at Transforming Audiences conference, London, 3-4 Sep. 2009.
Abstract:
Alvin Toffler’s image of the prosumer (1970, 1980, 1990) continues to influence in a significant way our understanding of the user-led, collaborative processes of content creation which are today labelled “social media” or “Web 2.0”. A closer look at Toffler’s own description of his prosumer model reveals, however, that it remains firmly grounded in the mass media age: the prosumer is clearly not the self-motivated creative originator and developer of new content which can today be observed in projects ranging from open source software through Wikipedia to Second Life, but simply a particularly well-informed, and therefore both particularly critical and particularly active, consumer. The highly specialised, high end consumers which exist in areas such as hi-fi or car culture are far more representative of the ideal prosumer than the participants in non-commercial (or as yet non-commercial) collaborative projects. And to expect Toffler’s 1970s model of the prosumer to describe these 21st-century phenomena was always an unrealistic expectation, of course.
To describe the creative and collaborative participation which today characterises user-led projects such as Wikipedia, terms such as ‘production’ and ‘consumption’ are no longer particularly useful – even in laboured constructions such as ‘commons-based peer-production’ (Benkler 2006) or ‘p2p production’ (Bauwens 2005). In the user communities participating in such forms of content creation, roles as consumers and users have long begun to be inextricably interwoven with those as producer and creator: users are always already also able to be producers of the shared information collection, regardless of whether they are aware of that fact – they have taken on a new, hybrid role which may be best described as that of a produser (Bruns 2008). Projects which build on such produsage can be found in areas from open source software development through citizen journalism to Wikipedia, and beyond this also in multi-user online computer games, filesharing, and even in communities collaborating on the design of material goods. While addressing a range of different challenges, they nonetheless build on a small number of universal key principles. This paper documents these principles and indicates the possible implications of this transition from production and prosumption to produsage.
References:
Bauwens, Michel. (2005, 15 June) “Peer to Peer and Human Evolution.” Integral Visioning. http://integralvisioning.org/article.php?story=p2ptheory1 (accessed 1 Mar. 2007).
Benkler, Yochai. (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, Conn.: Yale University Press.
Bruns, Axel. (2008) Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang.
Toffler, Alvin. (1970) Future Shock. New York: Random House.
———. (1980) The Third Wave. New York: Bantam.
———. (1990) Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century. New York: Bantam.
Building Secure Open & Distributed Social NetworksHenry Story
How to Build Open Distributed Social Networks with no central point of control. Displays an OpenSource application that can browse and edit that network. Shows how it works, how it can do simple firewall based security. It then looks at how to add fine grained security in such a network that would be equivalent to Social Networking applications such as LinkedIn or Facebook.
Ayman is mijn bureau voor vernieuwing. Ik help u graag te vernieuwen door te inspireren, te innoveren en te realiseren. http://www.ayman.nl/blog
Rollen die ik vervul zijn die van adviseur, conceptontwikkelaar en interim-ondersteuning.
U kunt mij inzetten om te bedenken en realiseren van bijv. nieuwe producten en/of diensten, nieuwe klantgroepen, nieuwe (distributie)kanalen en nieuwe marktbenaderingen.
Mijn specialisaties zijn:
- Marketing & Communicatie
- Internet & Nieuwe media
- Ondernemerschap & Innovatie
“Als alle dagen hetzelfde lijken, komt dat doordat we de goede dingen niet meer zien die zich aandienen in ons leven.” Paulo Coelho
GMSC - Florianópolis - Aula introdução ao planejamento de mídia onlinegrupodemidiasc
Curso básico de mídia
Promovido pelo Grupo de Mídia de Santa Catarina
https://www.facebook.com/grupodemidiasc
Aula 03: Introdução ao planejamento de mídia online
Professora : Letícia Pedralli
O objetivo deste relatório é apresentar um panorama geral do universo das mídias sociais.
Serão abordados os seguintes temas:
- Retrospectiva 1º TRI 2011
- A internet no mundo e no Brasil
- Mídias sociais no mundo e no Brasil
- Acesso mobile
- Comentários finais
Building Secure Open & Distributed Social NetworksHenry Story
How to Build Open Distributed Social Networks with no central point of control. Displays an OpenSource application that can browse and edit that network. Shows how it works, how it can do simple firewall based security. It then looks at how to add fine grained security in such a network that would be equivalent to Social Networking applications such as LinkedIn or Facebook.
Ayman is mijn bureau voor vernieuwing. Ik help u graag te vernieuwen door te inspireren, te innoveren en te realiseren. http://www.ayman.nl/blog
Rollen die ik vervul zijn die van adviseur, conceptontwikkelaar en interim-ondersteuning.
U kunt mij inzetten om te bedenken en realiseren van bijv. nieuwe producten en/of diensten, nieuwe klantgroepen, nieuwe (distributie)kanalen en nieuwe marktbenaderingen.
Mijn specialisaties zijn:
- Marketing & Communicatie
- Internet & Nieuwe media
- Ondernemerschap & Innovatie
“Als alle dagen hetzelfde lijken, komt dat doordat we de goede dingen niet meer zien die zich aandienen in ons leven.” Paulo Coelho
GMSC - Florianópolis - Aula introdução ao planejamento de mídia onlinegrupodemidiasc
Curso básico de mídia
Promovido pelo Grupo de Mídia de Santa Catarina
https://www.facebook.com/grupodemidiasc
Aula 03: Introdução ao planejamento de mídia online
Professora : Letícia Pedralli
O objetivo deste relatório é apresentar um panorama geral do universo das mídias sociais.
Serão abordados os seguintes temas:
- Retrospectiva 1º TRI 2011
- A internet no mundo e no Brasil
- Mídias sociais no mundo e no Brasil
- Acesso mobile
- Comentários finais
Ascensão das mídias sociais e seus impactos na sociedade.Rafael Camanho
Essa apresentação explica como a internet impactou os modelos de comunicação e como a publicidade deve ser modelada para atingir o consumidor nos dias atuais.
Breves informações do panorama e presença do brasileiro na internet em 2011 no que corresponde ao acesso, no e-commerce e através do celular e smartphones. E como iniciar uma comunicação digital para uma marca.
Palestra para os alunos da Jornada AESPI/FAPI - Maio/2012
Esta apresentação foi utilizada durante oficina sobre A Comunicação Organizacional na WEB 2.0 oferecida no XIII ENJAC (Encontro Nacional de Jornalistas em Assessoria de Comunicação)
Palestra trevisan marcos hiller - redes sociais e a crise no mundo arabeMarcos Hiller
Slides da Palestra sobre Redes Sociais e a Crise do Mundo Árabe que ministrei para Vestibulandos da Trevisan Escola de Negocios no dia 1 de abril de 2011. Baixe! Retweet! Compartilhe!
Semelhante a Como extrair valor dos Aplicativos Mobile? (20)
2. Qual a nossa crença?
Credibilidade
do
<
quebra
a
lógica
comercial
do
A
combinação
do
discurso
editorial
é
toma-‐lá-‐dá-‐cá
(relação
de
troca
conteúdo
com
Novas
incontestável
com
a
marca
é
legí=ma)
>
Mídias
é
matadora!
3. Como extrair valor de Apps?
*26%
das
pessoas
que
baixam
Apps
para
disposi2vos
móveis
usam
os
aplica2vos
apenas
uma
vez.
*48%
das
pessoas
desistem
dos
Apps
depois
do
primeiro
contato
(somados
os
que
a2vam
os
Apps
apenas
uma
vez
aos
que
os
u2lizam
2
ou
3
vezes).
A
maioria
dos
Apps
tem
caráter
temporário
e
descartável,
ações
isoladas
que
se
perdem
na
estratégia
da
marca
ou
produto.
Não
existe
estratégia
em
Aplica2vos
Móveis.
E
sim
estratégia
de
comunicação
da
marca
ou
produto,
App
é
meio
de
distribuição.
*Pesquisa
da
americana
Localy2cs,
consultoria
especializada
em
App
Analy2cs
4. Como extrair valor de Apps?
CRIANDO
VALOR
;)
Conteúdo
+
Serviço
+
Entretenimento
E
mais:
aplica2vos
feitos
para
durar
dependem
de
outras
ações
em
busca
do
engajamento
da
audiência.
5. Como extrair valor de Apps?
De
um
lado
Do
outro
+
Marca
jovem
com
vontade
de
Celulares
subs2tuindo
os
inovar
tocadores
de
mp3
Patrocinadora
dos
principais
Música
é
a
verdadeira
paixão
eventos
de
música
do
país:
Skol
nacional
(dos
cantos
de
torcida
Beats,
Skol
Sensa2on,
Skol
Folia
aos
sucessos
populares)
Forte
presença
digital
e
Consumo
de
‘música
na
vontade
de
aumentar
o
nuvem’
crescente
e
cada
tempo
de
contato
da
marca
vez
mais
democrá2co
(mas
com
o
consumidor
na
maioria
das
vezes
ilegal)
Comunicação
irreverente,
Informação
com
com
pegada
no
humor
legi2midade
e
editada
de
(Programa
Pânico)
acordo
com
o
público
6. Como extrair valor de Apps?
Rádio
Skol
Música
como
expressão
da
iden2dade
da
marca
em
novas
propriedades
Mobile
e
Web
pegando
carona
na
comunicação
e
promoção
Skol.
23/03/2011
10. Como extrair valor de Apps?
Distribuição
Audiência
Intera=vidade
•
Lançada
em
Fevereiro
de
•
Média
mensal
de
1000
•
25
mil
downloads
do
App
2010
ouvintes
simultâneos
iPhone
desde
o
lançamento
•
Distribuição
na
Web
(Player
•
Média
mensal
de
84
mil
•
Ouvinte
pode
votar
na
música
Mul2OS),
iPhone,
Symbian
e
ouvintes
conectados
na
Web
e
para
decidir
se
ela
con2nua
ou
Blackberry
3
mil
no
iPhone
não
na
programação
•
Intera2vidade
via
redes
•
Primeira
rádio
online
do
•
730
mil
ouvintes
conectados
sociais,
Twimer,
Facebook
e
segmento
desde
o
lançamento
até
Orkut
janeiro
2011
•
3
canais:
Skol,
Skol
Beats
e
•
Peça
sua
música
via
Twimer
e
Skol
Folia
•
Na
web,
a
média
de
mande
seu
recado
no
Facebook
permanência
é
de
18
minutos.
•
Programas
e
entretenimento
Em
Mobile,
o
tempo
médio
de
no
canal
principal,
Skol.
conexão
é
de
21
minutos
MAI
2011:
LANÇAMENTO
DOS
NOVOS
APPS
E
PROG.