Durant ce plateau les co-organisateur de l’événement Paris 2.0 parleront de la thématique de l'événement : « Innovation sociale : la conception et la mise en œuvre de réponses créatives aux besoins sociaux» et exposeront leurs approches. Le thème sera étudié sous l’angle des études, du marketing, de la communication, des médias et de la création comme lors du précédent Paris 2.0 en Septembre 2009. Il sera toujours question de l’impact des nouvelles technologies sur nos métier, mais sous un angle encore plus humain et …social.
Quelques questions qui seront abordés lors de cette table ronde :
Les réseaux sociaux, qu'est-ce que c'est ? (question qui pourra sembler simple à certains d'entre nous et qui néamoins mérite qu'on la pose ;-)
En quoi les réseaux sociaux vont changer nos façons de faire du marketing, de la communication, des médias, du management...
Les réseaux sont porteurs d'innovation sociale car ils mettent en relation les gens et les projets. L'intelligence collective des réseaux sociaux bénéficiera elle seulement aux services publics et au monde associatif, ou bénéficiera elle aussi aux entreprises ?
Des exemples concrets dans les secteurs de la santé, de l'éducation, de la recherche...
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In the video below I outline the big themes in the paper. My full introduction follows.
During the last decade, we’ve seen social and digital media move from being purely the domain of tech-savvy types into a mainstream phenomenon. All you need to do is consider one statistic: Twitter was mentioned on television nearly 20,000 times in 2009, according to SnapStream. As a result, companies are investing in it and – slowly – seeing results.
Given the hype, much attention has turned to guessing what will become “the next Twitter.” It’s ample fodder for tech and marketing pundits, the media and clients – especially at the beginning of a new year and a new decade.
However, in many ways this is the wrong question to ask. Where once it was hard to sleuth out emerging platforms like Twitter, YouTube and Facebook before they grew, now they just seem to surface out of nowhere. You’ll know the next Twitter when you see it.
The bigger opportunity for clients, we believe, is to identify the global societal and technological trends that are reshaping how we think, act and buy – and to pivot into them early. Trends today tend to develop more slowly and are harder to see, allowing clients to take a more thoughtful, thorough and systematic approach.
Internet IS disintermediation. It removes boundaries between services/product producers and consumers.
Which means that if your business model consists in standing between them, as a gatekeeper, then you have a positioning problem. Record companies have been learning this the hard way during the last decade.
We all know about Myspace and how musicians made their work popular before signing a contract with a record company (think Lily Allen and Arctic Monkeys).
It looks like even this time is over : the music industry business model is now getting a step further towards disintermediation with the smart, cheap and beautiful Pomplamoose.
Video Songs from Standford.edu
Nataly Dawn and Jack Conte met in Standford University. They both come from a family where music is all around the house and both started playing instrument and singing very young.
The video song concept is inspired by the mid 90s Danish Dogma 95 avant garde film making movement. The idea is a) do it yourself approach b) shoot the musicians while recording and c) edit the music and video so that e) all the sources of sound are displayed on a split screen during the clip.
Pop covers
They’ve been doing both covers (Michael Jackson, Beyoncé, Earth Wind & Fire -see below- etc …) and own material (Pas Encore the video above).
My final list of the year, and this is the big one: the top moments in social entrepreneurship of the decade.
As any list, this is subjective, and reflects my biases. That said, I've tried to look across a pretty wide scope of happenings and chose key moments that reflected larger movements and shifts that have shaped the field. As you'll see, and following the pattern of this blog, I haven't defined the field strictly, and have included events that I think have, are, or will shift the boundaries of how we define ourselves. In true historian form, I haven't even defined the decade in strict terms.
The ordering isn't random, but it reflects an attempt to balance the impact that an event already had to the impact it will have in the coming years. One regret is that the list is largely US-centric. This is a matter of my failings to know the whole world far more than the lack of the world's impact on social entrepreneurship. Finally, there is almost no doubt that I've forgotten important things, and for an incredibly complete history of our field, please download and read this chronology of social enterprise.
Without further ado:
#10: Launch of the Office of Social Innovation (April 2009) - While it is muddled through the messy business of reforming health care and cleaning up foreign wars, this administration has also quietly put into motion the most high level collaboration between social enterprise and government the US has seen. With $50 million in approved funding, the forthcoming Social Innovation Fund provides a chance to live up to the promise of the office. Other notable moments for government collaboration with social entrepreneurs include the Fall 2006 launch of the Louisiana Office of Social Entrepreneurship - the first state level office of it's type, and the UK's May 2006 commissioning of the Cabinet Office of the Third Sector.
#9: First Issue of Stanford Social Innovation Review (Spring 2003) - The 2000s saw a huge number of academic programs based around social entrepreneurship and innovation. Indeed, it's increasingly a prerequisite that MBA programs have significant social innovation offerings. I've chosen the publishing of the first issue of the Stanford Social Innovation Review as the moment to capture this movement because, as any good academic will tell you, every field needs a journal. Since 2003, SSIR has been the place to get into the real research and scholarship behind our field.
#8: Andrew Zolli Joins Pop!Tech (2003) and TED Talks Move Online (June 2006) - As I argued in my #3 Trends Shaping Social Entrepreneurship in 2010 prediction, social innovation is an increasingly bigger bucket and actors and institutions from other fields like design are pushing the boundaries of what it means to be a social entrepreneur. Pop!Tech and TED are perhaps the two most important public faces of this broader world of creative social innovation. Both networks are anchored in conferences that bring together big thinkers from across the spectrum, and both networks have used the incredibly distribution power of the internet to help make the world safe for smart. Although they have their roots in earlier decades, there are a number of identifiable moments in the last ten years that stand out. For Pop!Tech, the emotional and intellectual force of curator Andrew Zolli has taken the network into a new league that continues to evolve at an incredible pace. For TED, the decision in 2006 to begin giving away the talks for free online has allowed anyone with an internet connection to be inspired, and with 100+ million views, that impact can hardly be calculated. I am totally convinced that these communities will continue to bring new people to social entrepreneurship as well as push those of us in the field to think differently about who and what we are and do.
#7: Unilever's Acquisiton of Ben & Jerry's (April 2000) and Cadbury's Shift To Fair Trade (March 2009) - These twin events are something of the Yin and Yang of corporate involvement with social good. Ben & Jerry's sold itself to European conglomerate Unilever in early 2000 with the promise that Unilever would keep its myriad social good programs in tact. Unfortunately, they didn't, and the fallout has had a profound impact on how investors like the folks at Good Capital think about structuring their investments to "bake social good into the DNA" as GoodCap founder Kevin Jones is fond of saying. On the flip side, the Fair Trade movement - a subsection or related cousin of social enterprise, depending on your perspective - has become increasingly mainstream - particularly in Europe. In March of this year, famous UK Chocolate maker Cadbury announced that its entire Dairymilk line would subsequently be produced with exclusively Fair Trade certified chocolate. A few months later, as Kraft circled for a Cadbury acquisition, many wondered if it would be Ben & Jerry's all over again. Exits for social enterprise will be a major factor in determining how far the field advances in the next decade.
#6: The Launch of the iPhone (June 2007) - Bear with me. Regardless of how you feel about Apple or social media, it is pretty inarguable that the iPhone is the first consumer electronic device to truly put the power of the computer in your pocket. It is truly the modern Swiss Army Knife, with 100,000+ applications that allow you to do everything from find parks that kids can play in to post status updates on Facebook to perform microtasks that help give work to refugees in Kenya. The iPhone is the first device that actualized the potential of the social communication revolution wrought on by instant messaging, Twitter, Facebook, and now geolocation services like Foursquare and Gowalla. In doing so, it is accelerating the shift in how we self organize, and I believe that we're only seeing the beginning of how the devices we carry in our pockets will allow us to shift how we act collectively and individually for the common good. The iPhone may eventually be disrupted itself, but its importance as the device that launched the revolution will stick.
In an age of open source, custom-fabricated, DIY product design, all you need to conquer the world is a brilliant idea. Photo: Dan Winters
The door of a dry-cleaner-size storefront in an industrial park in Wareham, Massachusetts, an hour south of Boston, might not look like a portal to the future of American manufacturing, but it is. This is the headquarters of Local Motors, the first open source car company to reach production. Step inside and the office reveals itself as a mind-blowing example of the power of micro-factories.
In June, Local Motors will officially release the Rally Fighter, a $50,000 off-road (but street-legal) racer. The design was crowdsourced, as was the selection of mostly off-the-shelf components, and the final assembly will be done by the customers themselves in local assembly centers as part of a “build experience.” Several more designs are in the pipeline, and the company says it can take a new vehicle from sketch to market in 18 months, about the time it takes Detroit to change the specs on some door trim. Each design is released under a share-friendly Creative Commons license, and customers are encouraged to enhance the designs and produce their own components that they can sell to their peers.
The Rally Fighter was prototyped in the workshop at the back of the Wareham office, but manufacturing muscle also came from Factory Five Racing, a kit-car company and Local Motors investor located just down the road. Of course, the kit-car business has been around for decades, standing as a proof of concept for how small manufacturing can work in the car industry. Kit cars combine hand-welded steel tube chassis and fiberglass bodies with stock engines and accessories. Amateurs assemble the cars at their homes, which exempts the vehicles from many regulatory restrictions (similar to home-built experimental aircraft). Factory Five has sold about 8,000 kits to date.
One problem with the kit-car business, though, is that the vehicles are typically modeled after famous racing and sports cars, making lawsuits and license fees a constant burden. This makes it hard to profit and limits the industry’s growth, even in the face of the DIY boom.
Jay Rogers, CEO of Local Motors, saw a way around this. His company opted for totally original designs: They don’t evoke classic cars but rather reimagine what a car can be. The Rally Fighter’s body was designed by Local Motors’ community of volunteers and puts the lie to the notion that you can’t create anything good by committee (so long as the community is well managed, well led, and well equipped with tools like 3-D design software and photorealistic rendering technology). The result is a car that puts Detroit to shame.
It is, first of all, incredibly cool-looking — a cross between a Baja racer and a P-51 Mustang fighter plane. Given its community provenance, one might have expected something more like a platypus. But this process was no politburo. Instead, it was a competition. The winner was Sangho Kim, a 30-year-old graphic artist and student at the Art Center College of Design in Pasadena, California. When Local Motors asked its community to submit ideas for next-gen vehicles, Kim’s sketches and renderings captivated the crowd. There wasn’t supposed to be a prize, but the company gave Kim $10,000 anyway. As the community coalesced around his Rally Fighter, members competed to develop secondary parts, from the side vents to the light bar. Some were designers, some engineers, and others just car hobbyists. But what they had in common was a refusal to design just another car, compromised by mass-market needs and convention. They wanted to make something original — a fantasy car come to life.
While the community crafted the exterior, Local Motors designed or selected the chassis, engine, and transmission thanks to relationships with companies like Penske Automotive Group, which helped the firm source everything from dashboard dials to the new BMW clean diesel engine the Rally Fighter will use. This combination — have the pros handle the elements that are critical to performance, safety, and manufacturability while the community designs the parts that give the car its shape and style — allows crowdsourcing to work even for a product whose use has life-and-death implications.
Local Motors plans to release between 500 and 2,000 units of each model. It’s a niche vehicle; it won’t compete with the major automakers but rather fill in the gaps in the marketplace for unique designs. Rogers uses the analogy of a jar of marbles, each of which represents a vehicle from a major automaker. In between the marbles is empty space, space that can be filled with grains of sand — and those grains are Local Motors cars.
Local Motors has just 10 full-time employees (that number will grow to more than 50 as it opens build centers, the first of which will be in Phoenix), holds almost no inventory, and purchases components and prepares kits only after buyers have made a down payment and reserved a build date.
Local Motors CEO Jay Rogers combined the power of crowd sourced design and professional experience to develop the Rally Fighter. Photo: Adrian Gaut
Rogers was practically destined for his job. His grandfather Ralph Rogers bought the Indian Motorcycle Company in 1945. When the light Triumph motorcycles began entering the US after World War II, the senior Rogers recognized that his market-leading Chief, a big road workhorse, was uncompetitive. The solution was to make a new light engine so Indian could produce its own cheap, nimble bikes. He went bust trying to develop the motor. It was just too hard to change direction — and eventually he lost the business.
Today, Rogers’ grandson intends to do something even more radical — create a whole new way of making cars — on a shoestring budget. His company has raised roughly $7 million, and he thinks that’s enough to take it to profitability. The difference between now and then? “They didn’t have resources back then to enter the market, because the manufacturing process was so tightly held,” he says. What’s changed is that the supply chain is opening to the little guys.
The 36-year-old Rogers favors military-style flight suits, an echo of his time as a captain in the Marines, including action in Iraq, and he boasts both a Harvard MBA and a stint as an entrepreneur in China.
While at Harvard, Rogers saw a presentation on Threadless, the open-design T-shirt company, which showed him the power of crowdsourcing. Cars are more complicated than T-shirts, but in both cases there are far more people who can design them than are currently paid to do so — Rogers estimates that less than 30 percent of car design students get jobs at auto companies upon graduation. The rest become frustrated car designers, exactly the pool of talent that might respond to a well-organized vehicle design competition and community. Today, the Local Motors Web site has around 5,000 members. That’s a 500-to-1 ratio of volunteer contributors to employees. This is how industries are reinvented.
Here’s the history of two decades in one sentence: If the past 10 years have been about discovering post-institutional social models on the Web, then the next 10 years will be about applying them to the real world.
This story is about the next 10 years.
Transformative change happens when industries democratize, when they’re ripped from the sole domain of companies, governments, and other institutions and handed over to regular folks. The Internet democratized publishing, broadcasting, and communications, and the consequence was a massive increase in the range of both participation and participants in everything digital — the long tail of bits.
Now the same is happening to manufacturing — the long tail of things.
The tools of factory production, from electronics assembly to 3-D printing, are now available to individuals, in batches as small as a single unit. Anybody with an idea and a little expertise can set assembly lines in China into motion with nothing more than some keystrokes on their laptop. A few days later, a prototype will be at their door, and once it all checks out, they can push a few more buttons and be in full production, making hundreds, thousands, or more. They can become a virtual micro-factory, able to design and sell goods without any infrastructure or even inventory; products can be assembled and drop-shipped by contractors who serve hundreds of such customers simultaneously.
Today, micro-factories make everything from cars to bike components to bespoke furniture in any design you can imagine. The collective potential of a million garage tinkerers is about to be unleashed on the global markets, as ideas go straight into production, no financing or tooling required. “Three guys with laptops” used to describe a Web startup. Now it describes a hardware company, too.
“Hardware is becoming much more like software,” as MIT professor Eric von Hippel puts it. That’s not just because there’s so much software in hardware these days, with products becoming little more than intellectual property wrapped in commodity materials, whether it’s the code that drives the off-the-shelf chips in gadgets or the 3-D design files that drive manufacturing. It’s also because of the availability of common platforms, easy-to-use tools, Web-based collaboration, and Internet distribution.
We’ve seen this picture before: It’s what happens just before monolithic industries fragment in the face of countless small entrants, from the music industry to newspapers. Lower the barriers to entry and the crowd pours in.
The academic way to put this is that global supply chains have become scale-free, able to serve the small as well as the large, the garage inventor and Sony. This change is driven by two forces. First, the explosion in cheap and powerful prototyping tools, which have become easier to use by non-engineers. And second, the economic crisis has triggered an extraordinary shift in the business practices of (mostly) Chinese factories, which have become increasingly flexible, Web-centric, and open to custom work (where the volumes are lower but the margins higher).
The result has allowed online innovation to extend to the real world. As Cory Doctorow puts it in his new book, Makers, “The days of companies with names like ‘General Electric’ and ‘General Mills’ and ‘General Motors’ are over. The money on the table is like krill: a billion little entrepreneurial opportunities that can be discovered and exploited by smart, creative people.”
A garage renaissance is spilling over into such phenomena as the booming Maker Faires and local “hackerspaces.” Peer production, open source, crowdsourcing, user-generated content — all these digital trends have begun to play out in the world of atoms, too. The Web was just the proof of concept. Now the revolution hits the real world.
Synopsis: Jawbone.tv takes a look at Numero 8: The Santos Dumont Project, the first Brazilian social network narrative. (C. S. Soares is a guest contributor. He is a Brazilian author and literary blogger. Follow him on Twitter@cssoares.)
Imagine for a moment that books (especially digital books) could be better defined as services, rather than products. Indeed, this different way of thinking could provide interesting and new ways of creating, producing and marketing a narrative. As stories become increasingly based on integration with technology, the scenario becomes even more plausible, which is the driving force behind the 'Santos Dumont Numero 8' project, a novel being published online and across social networks (primarily Twitter) since April 2009.
The plot revolves around Alberto Santos Dumont, a Brazilian aircraft inventor and pioneer of aviation who numbered each of his aeronautical inventions from 'Santos-Dumont number 1' through 'Santos-Dumont number 22', but for some superstitious reason he refused to use the number 8 in his numbering sequence (this is, of course, one of the puzzles to be deciphered in the novel).
I wrote this novel a couple of years ago, and originally, it was published on paper, as most novels are. I noticed some writers and publishers were a little reluctant to copy traditional paper books to the online environment, perhaps trying to avoid the digital version cannibalizing the paper version.
I, however, believe the two versions are complementary, and that the online book can and should take advantage of modern media convergence. This convergence was, in fact, the driving force behind the adaptation of Santos Dumont Number 8 on Twitter.
The emergence of Facebook, Twitter, and the rest of the social Web as a global force in the last several years has done a great deal to highlight their potential to fundamentally alter the way we communicate and collaborate both at home and in business. However, despite the movement of social computing into our daily lives we’re all clearly on a long journey together as the technologies themselves emerge from infancy.
The state-of-the-art today when it comes to the social computing environments that surround us now — in our browsers, mobile devices, and elsewhere — underscores how much more we have left to do to make these new modes of digital conversation and discourse become mature, efficient, safe, and truly useful.
Fortunately the Web doesn’t stand still and a great deal of research and development continues to go into evolving the mechanics of today’s online social universe. There are presently many new efforts under way to refine and improve the world of social media, some of which we’ll explore here and many which are just beginning.
The consumer Web continues to drive social business
While some advances in social media are happening in the enterprise space as well, the real story continues to be the Web as it continues to forge quickly ahead in terms of sheer innovation and raw output to shape the latest developments in social computing.
Naturally, we’ll likely see some of these attempts fall by the wayside in the relentlessly Darwinian environment of the Internet. We’ll also see many of them succeed because of their broad engagement with the Web community, apparent utility, and subsequent widespread adoption.
As for 2010, it’s shaping up to be a year of general improvement in the business and technology industries hard hit by recession, the impact of which has seemed to hold back new investment and experimentation in social technologies, many of which are funded by staff participation from Internet firms. But it’s now looking to be a banner year for significant advances in social software standards and technologies, many of them to address well-known shortcomings and inconveniences in today’s Web 2.0 landscape.
The Social Web Challenges of 2010: A List
What are the challenges with the social Web today? For one, its very size is now an issue. The social Web has virtually exploded over the last three years, going from tens of millions of users to many hundreds of millions of users.
It has also entered the late majority of the mainstream population, meaning that many of the ways that it works will not be as accessible to those least familiar with it. But the “social Web” has practically just become “the Web” at this point. Social computing is now something that most people do at least in some form on an almost daily basis. Along the way we’ve all learned some of the shortcomings of today’s social tools and environments. Indeed, the very success of this mode of online interaction has begun to pose its own issues. In a nutshell, these issues are:
Fragmentation of conversation. The blogosphere is a case in point with its highly decentralized nature that breaks up discussion into a series of links that have to be chased down. The decentralization is good in many cases but we’re also learning it can hurt consumption and participation. This is the same with competing activity streams in various social networks. While the focus perhaps should instead be on the conversations themselves and integrating them across whatever platforms within which they are taking place, the view today is instead still too much on individual tools and channels. Up until now linking, syndication, and shared comment services have been used to connect the dots on distributed conversations but the practical usefulness of these approaches has been reached in many cases. The time is right to use the model of the Web to make it easier to put a conversation or collaborative activity into central focus, no matter where the underlying inputs come from. This is something that Google is attempting to do with its Wave format and remains an approach to watch.
Disconnects between older and newer generations of social media.The latest new social media platforms — particularly the large social network services — are highly centralized compared to their much more distributed antecedents such as blogs and wikis. There are great differences between the way information flows from these services across the Web, how identity is established between them (and verified or not), and whether the embedded application models are standardized or not (Facebook brings real app standardization to the table and the ability to tap deeply into social data for example, while blogs/wikis don’t offer much of either), to name a couple of key ssues. These disconnects lead to unnecessary barriers to participation, reach, investment, and ultimately value.
Lack of control of identity, contacts, and data. This has been a subject of debate for years and it’s still fairly difficult to export contacts from many social networking platforms. At the same time it’s been getting easier and easier to use the identity of choice at your favorite social media site to establish an identity and log in using OpenID or Facebook Connect. Data portability itself, outside of social graph information, is slowly improving with many online services supporting OAuth and other means of 3rd party data access such as open APIs, but there’s a long way to go as we’ll see before we have full flexibility and control of our online identity and data. This has various implications for businesses that want to engage more fully in the social Web ranging from the ability to establish a unified social identity to having positive control over their own data.
A better social Web on mobile devices. While this area has improved enormously in the last few years with a virtual parade of mobile applications aimed at the social space (particularly on the iPhone and Android), both existing applications as well as more mobile-focused social networking services such as FourSquare and BrightKite are attempting to make mobile a far more meaningful social experience. But there’s lots more to do here before the mobile social Web catches up to the browser-based experience.
Poor integration between social media and location services. Again, while there’s already some location awareness in social networking services today, there’s a long way to go before it’s integrated meaningfully into the social experience to provide real utility. While geolocation services are just now getting into the browser (see Mozilla’s geolocation features for Firefox for an example) and the basic infrastructure being put in place, little critical mass has been achieved despite serious bids from major vendors in the past. There are many potentially useful consumer and business applications that can be created on the intersection of social and location (at hoc meeting organization app, delivery ETA tracking, etc.) , and with a few more fundamentals in place we’ll start seeing more meaningful integration with social media.
Difficulty of coherently engaging in social activity across many channels. Tired of the day-long round-robin between your e-mail, SMS, Twitter, Facebook, and any other services you use to keep up with what’s going on? You’re not the only one. While aggregation services such asFriendfeed potentially cut down on the manual effort of using the social Web, it’s still not mainstream despite being a good example of what’s possible. Notably it’s often the big (and closed) social silos that are causing the problem.
Coping with and getting value from the expanding information volume of social media. We’re all learning how to deal with the firehose of information that flows out of social media on a minute-by-minute basis. Sometimes it’s hard to remember that this flow of transparent and open information is actually good and often useful and creates important conversations. But the simple fact is that much of it isn’t meant for non-stop, instantaneous consumption; it simply isn’t practical. Rather, social media leaves behind artifacts and information that we can find and use later when we need them. But at the moment the process of sorting through, aggregating, and filtering the vast volume of information cascading through social media today remains a real and growing challenge. I also began to get the first real reports that this is happening in the enterprise last year as social media begins to grow there as well.
Fortunately, many of these issues are widely recognized by the Web development community and there are a number of efforts aimed at addressing these, many of which will see real world deployment in consumer tools near you in 2010 and will then begin flowing into businesses as well.
