Description:

Relations between brands and their users continue to be affected by a traditional perspective that sees the producers and consumers of goods and services as inherently different animals. In the emerging information and knowledge economy, and especially in online contexts, this model is no longer sustainable. Instead, spearheaded by the Web 2.0 phenomenon, there is a trend towards the fusing of production and usage as a new, hybrid process of produsage.

This presentation presents the key characteristics driving produsage processes, and describes four guiding principles for businesses as they share their brand with users:

• Be open.
• Seed community processes by providing content and tools.
• Support community dynamics and devolve responsibilities.
• Don't exploit the community and its work.