Produsage Communities

Frankfurt.
We start this second day of Prosumer Revisited with a keynote by Johann Füller (his co-author Eric von Hippel couldn't make it here, unfortunately). He asks whether consumers are able to create strong brands - and points to Wikipedia and Apache as successful examples. Such user-generated brands have as yet not been recognised in world indices of the strongest brands, though.

What's happening here is a move from company brands not simply to brand communities (communities based around existing brands, like Apple or Nike), but indeed the creation of community brands: brands which are created from scratch by interest communities. Such brands can become strong competition to conventional brands, not least because these interest communities also drive brand adoption. Apache, for example, has a 70% market share, and is able to be a leading brand in a market which also includes competitors such as Microsoft.

Frankfurt.
We move on to the next presentation at Prosumer Revisited, which is by Frank Kleemann and Christian Papsdorf, whose focus is especially on peer recognition in collaborative online content creation initiatives. Web 2.0 is based on technological innovation, but provides mainly a different approach to online collaboration; users invest a substantial amount of labour into their participation processes, but without expecting major monetary rewards from doing so. (However, some DIY auction and sales sites have also emerged, of course.)

Frankfurt.
The next presentation at Prosumer Revisited is by Dirk Dalichau, whose interest is in the motivation of participants in user-led production processes. There are a number of types of participants here - people involved in DIY production, co-creators for example in software development, or informal contributors adding value to commercial processes, for example.

Toffler's prosumers worked outside of business, Dirk suggests, and produced largely for their own use, mainly in the fields of arts and crafts; the new type of prosumer, however, operates in a more business-like context, only indirectly for their own use. These different types of prosumers have different motivations as well - participation, difference, and self-sustainability on the one hand; rational motives driven by user needs, but also the fun in the experience, on the other.

Frankfurt.
The next keynote at Prosumer Revisited is by trend researcher and journalist Holm Friebe. He begins by referencing de Certeau, and describes prosuming in the first place as the creative repurposing of existing products; from this, though, we've also moved on to the creation of new artefacts by users. There is a semantic shift in the description of prosumption, then - a shift further towards various forms of DIY production.

What's happening now is that this form of DIY production is becoming a brand in its own right - and this 'DIY brand' may be the most important brand of the 21st century. This is visible for example in 'crafting', the latest iteration of the arts and crafts movement - in effect an extension of online DIY and produsage (and importantly also of its its collaborative, community-based aspects) into the offline world. In the long tail of interests, some of this is becoming an industry in its own right as well, of course - the arts and crafts marketplace Etsy is a clear example for this, and it's even begun to operate its own (offline) training courses.

Frankfurt.
I'm following on directly from this first keynote at Prosumer Revisited. I don't think the audio recording worked, but here's the presentation at least. It went pretty well, I think, though I still find it hard to present this work in German...

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Frankfurt.
The Prosumer Revisited conference begins with a keynote by Frank Piller, who presents the perspective from management research. He begins by describing the story of the ice cream king of upper Manhattan - a small old-fashioned store which sells only a small range of flavours and does not mix them. This is the old market model - where the quality of products means that producers have no need to respond to the needs and interests of consumers. But we've moved away from this, as Chris Anderson's 'long tail' model shows - while such old-fashioned marketing models focussed on extracting profits from the short head of the long tail distribution, stores like Amazon have emerged to cater to the long tail, offering a vast variety of products but selling only a relatively small quantity of each title. What Amazon has managed is to build a sustainable business model from this.

Frankfurt.
I've arrived at the Prosumer Revisited conference in Frankfurt, where we've gathered in the very stylish main hall of the Johann-Wolfgang-von-Goethe-Universität. We begin with a welcome by conference chair Birgit Blättel-Mink, and a representative from conference sponsor eBay, who notes the site's own contribution to prosumption culture (and describes what eBay generated more specifically as an 'auction culture', from which the site is slowly moving on, however - a culture of buying and reselling goods relatively rapidly, of a transient ownership which I've also touched on in the final chapter of my produsage book).

Athens.
Next up at WebSci '09 is Ethan Katsh, whose focus is on online dispute resolution. Disputes are a major online phenomenon, and as Fisher and Ury suggested even in 1983, "conflict is a growth industry". Dispute resolution also makes for a very useful case study for Web science, Ethan suggests - and he notes that many of the trends identified at this conference may also cause further disputes.

Last year alone, eBay handled some 40 million disputes (making it 'the largest small claims tribunal in the world'); ICANN handled some 25,000 disputes over its 100 million domain names in ten years, Wikipedia has instituted a broad range of dispute reolution processes and Second Life with its 5.5 billion Linden Dollars in circulation has started to generate a number of virtual property rules to manage its operations. Technology, then, is a great dispute generator, as a byproduct of online transactions and online relationships, but also of the increasing value of information, the brader distribution of information, the growing range of virtual goods and property, the increasing creative activity, the increasing complexity, and the accelerating pace of change.

Athens.
After the rather unruly cultural panel, WebSci '09 has now moved on to the next keynote, by Noshir Contractor. His theme is the application of Web science to social networks, and he begins by noting some of the experimental mobile tools now available for social networking. The Web in general enables us to communicate and collaborate with any one at any time, but what is necessary are tools that enable us to identify who it is that we should be or want to be collaborating with. This is where social network analysis and Web science comes in.

Athens.
Up next in this WebSci '09 session is Barbie Clarke, who shifts our attention to the social side of social media. It's well known that adolescents are using social networking sites to maintain friendships and explore identity, of course; Sonia Livingstone and Mimi Ito in particular have done some important work on this on both sides of the Atlantic. But things are also changing constantly, and further research is needed.

Most social networking research has looked at older adolescents, but children are going online at increasingly younger ages; in developed nations, there are many 10-14-year-olds using such sites for bulding friendships and exploring their identities now, at a time when they are just reaching puberty. Indeed, puberty is an important point - it is a time of transition, not least also as kids change school around this time, and using digital technology and going online may now also be part of this modern rite of passage: this may now be the time that kids get their first mobile phones and/or computers. The London School of Economics' Mobile Youth report found some 59% of British kids using social network sites, in fact.