Difference between revisions of "Blueprint"

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==DISCUSSION DRAFT:<br>The Information Valet Project: Making the Market for Digital Information==
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[[Image:Ivp-rji-logo.jpg|thumb|300px|left|[[http://informationvalet.wordpress.com The Information Valet Project]]]]
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====Blueprinting the shared user/value network<br>November 9-11, 2008 (or Nov. 16-18)<br>Columbia, Missouri====
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[[Image:Blueprint-photos.jpg|thumb|800px|right|[http://flickr.com/photos/33134655@N06/sets/72157610817325064/ View all photos by Josh Rowan]]]
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=<b>Blueprinting the Information Valet Economy</b>=
 +
<h2>
 +
*NEW: [http://www.newshare.com/wiki/index.php/Infotrust-blueprint2 Blueprint Update: June 23-25, 2010 event at RJI]
 +
</h2>
 +
[http://www.newshare.com/wiki/index.php/Blueprint-links OTHER LINKS/COMMENT] . . . [http://www.mediagiraffe.org/valet.pdf ABOUT THE NEW(S)SOCIAL NETWORK] . . . [http://www.informationvalet.org INFORMATION VALET PROJECT BLOG] . . . . [http://feeds.feedburner.com/infovalet RSS FEED]<HR>
  
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<b>A senior-level strategy session combined with a public symposium designed to blueprint the law, ownership, management, marketing and technology of a shared-user network for user-centric demographics, privacy-protected purchasing and advertising exchange and compensation.</b>
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[[Image:Rji-ideas.jpg|thumb|150px|right|[http://rji.missouri.edu/image-library/stories/new-building/index.php RJI PICTURED]]]
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<hr>
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[[Image:Ivp-conference-room.jpg|150px|thumb|right|Break-out rooms]]
 +
[[Image:Rji-working.jpg|thumb|150px|right|[http://rji.missouri.edu/vision-and-mission/index.php THE RJI VISION]]]
 +
[[Image:Ivp-forum.jpg|150px|thumb|left|Forum-style discussion]]
 +
[[Image:Ivp-library.jpg|150px|thumb|left|Small-group collaboration]]
 +
===Building a collaborative, shared-user network<br><br>A wrapup of the December 3-5, 2008 summit at the<br>Donald W. Reynolds Journalism Institute<br>Columbia, Missouri===
 +
<H4>PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION</H4>
 +
<b>More than 50 editors, writers, technologists, publishers, entrepreneurs, academics, researchers and students gathered Dec. 3-5, 2008 at the [http://tinyurl.com/6zkzr4 Donald W. Reynolds Journalism Institute] at the Missouri School of Journalism. Their [http://www.newshare.com/ivp-flyer.pdf pre-arranged mission:] invent a new way to sustain the role of journalism in participatory democracy. Their approach: Create a shared-user web network for demographic privacy management, advertising and information commerce. ''(What's that? See "Where we're starting," below.)''<br>
 +
<hr><H4>
 +
*[http://newshare.com/wiki/index.php/Blueprint-links KEY PARTICIPATION LINKS (and what others are saying)] . . . . [http://www.newshare.com/wiki/index.php/Blueprint-video WATCH VIDEO ARCHIVES]</H4>
 +
<HR>
 +
They shared ideas and advised RJI fellows on how to start the <i>Information Valet Economy,</i> where companies compete to provide personalized service to users, and make money referring their users to content -- and advertising -- from anywhere. The service might coordinate next-generation advertising placement and compensation, consumer-centric demographic management (and privacy) and multi-site commerce -- all designed to sustain journalism and providing new value to traditional print news subscribers.<br><br>
  
−
*Proposed attendance: at least 20-30 people.
+
Follow the links below to learn who participated, where we started, what we discussed, and what happens next. Join or [http://groups.google.com/group/infovalet read the InfoValet interest group,] or send an email to [mailto:infovalet@gmail.com infovalet@gmail.com] to participate.</b>
  
−
*Two levels of participation:
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==WHY IS 'BLUEPRINT THE IVP' NEEDED? [http://rji.missouri.edu/fellows-program/densmore-b/stories/intro/index.php (SHORT VIDEO)] . . . [http://www.newshare.com/wiki/index.php/Blueprint-video ALL VIDEO ARCHIVES]==
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<ul><ul>
+
The U.S. news industry struggles as print advertising moves elsewhere and web advertising's double-digit growth sputters. The industry can now rethink and relaunch its relationship with 50 million customers -- to become their "information valet" able to make money whether those users are buying services, information (including music and entertainment) or being paid for web seeking and contact with sponsored messages and advertising.
−
*Member/collaborators -- Folks who represent enterprises, instutitutions or foundations who are likely to play a key role (money or time) in forming the Information Valet Service Corp. (IVSC) This might be 15-20 people. This is a targettted/invited group. For this group, I would propose NO registration fee, to make it clear that we are inviting them to participate and we control the invitation.
+
*Consumers want a customized experience, but want to control and be compensated for use of demographic and usage profiles.  
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<br>
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*The Internet needs a user-focused system for sharing identity, exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a '''<i>New(s) Social Network.'''</i><br><br>
  
−
*Participants -- Other folks who are interested. This could be a much larger group, if we can handle it. Regisration would be open. Perhaps as many as 50 more people.
+
==Who we are: The participants==
 +
====Who came Dec. 3-5 to Columbia, Mo.?]====
 +
*[http://densmore.newshare.com/wiki/index.php/Blueprint-participants Review the list] and check the bios of in-resident and virtual participants at "Blueprinting the Information Valet Economy." Join our [http://www.feedburner.com/fb/a/emailverifySubmit?feedId=2533696&loc=en_US email update list] or our [http://groups.google.com/group/infovalet collaborative listserve.]
  
−
For this group, I would propose to charge a registration fee, TBD (may
+
====Faces: Documenting the discussions, and the spaces====
−
$175) so that we can cover all the food and logistics costs of having
+
*View [http://www.flickr.com/photos/33134655@N06/sets/72157610817325064/ thumbnails] or [http://www.flickr.com/photos/33134655@N06/sets/72157610817325064/show/ watch a slideshow] of participants at work, or [http://www.flickr.com/photos/mediagiraffe/sets/72157609502122909/ view the meeting spaces.]
−
extra people.
+
====Jeff VanderClute: A first cut at synthesis====
 +
*Read participant [http://newshare.com/wiki/index.php/Blueprint-participant-vanderclute Jeff VanderClute's] first [http://newshare.com/wiki/index.php/Blueprint-synthesis attempt to synthesize.]
  
−
I think we should plan for 20-25 and be delighted if we get a lot more than that. If we announce this soon, we'll have an idea at least a month before the order of magnitude of attendance.
+
====Steve Mott: For newspapers: Three sources of value at stake====
−
</ul></ul><br>
+
*Study Mott's [http://newshare.com/wiki/index.php/Blueprint-mott embryonic outlining of the functional pieces] for an Information Valet Service. What's missing?
  
−
==<u>PROPOSED SCHEDULE</U>==
+
====Elizabeth Osder: Tech development or trade initiative?====
−
A bullet-point summary of a possible schedule:
+
*Elizabeth Osder [http://newshare.com/wiki/index.php/Blueprint-osder discusses the loss of value] on both sides if the equation, and whether IVP is a tech development or a trade association.
  
−
*Folks fly in on Saturday or Sunday and get set up at our designated event
+
====Bill Densmore: Lead RJI researcher on IVP====
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hotel. (I'm partial to starting on Sunday, but if there is a consensus
+
[http://newshare.typepad.com/about.html Bill Densmore] is a 2008-2009 [http://rji.missouri.edu/fellows-program/densmore-b/index.php Reynolds Journalism Institute Fellow] working to define, document and rally public support for building a new Internet infrastructure that will sustain news and information through a shared-user network. [http://informationvalet.wordpress.com/about/ (MORE ABOUT)] The network will allow online users to manage their demographic privacy, be rewarded for viewing advertising, and share, sell and buy content through multiple Web sites with one ID, password, account and bill. [http://www.mediagiraffe.org/valet.pdf (SEE: PDF download, fellowship proposal)]
−
that is inappropriate, we can move everything forward one day (to start on  
+
====Lee Wilkins: Privacy research====
−
Monday).
+
Missouri School of Journalism Prof. Lee Wilkins is overseeing a national survey on how the public values privacy in exchange for services or benefits. Read [http://www.newshare.com/docs/privacy-literature.doc the literature review.]
  
−
===<u>SUNDAY</u>===
+
==Where we're starting==
 +
====[http://newshare.com/wiki/index.php/ivp-what What is the Information Valet Project?]====
 +
*A one-page description of the Information Valet Project at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. [http://informationvalet.wordpress.com/about (READ MORE)]
  
−
*3 p.m.-5 p.m. -- A convening of the member/collaborator group. These are
+
====[http://newshare.typepad.com/mgpaudio/infovalet AUDIO: Short talks on the concept and design]====
−
people we courted and invited. Each collaborator will be there because
+
*Choose from streaming or MP3 podcast audio discussions which describe the concept, design, purpose and research contributing to the Information Valet Project. [http://web.missouri.edu/~bowera/infovalet.html (FLASH ANIMATION)]
−
they bring something specific to the party. Sort out goals and objectives
 
−
for the IVSC; identify task groups: legal/corporate, marketing,
 
−
engineering, financial/settlement, privacy/demographics, business models.
 
  
−
*5 p.m. -- 6 p.m. -- Informal meet-and-greet light hors d'oeuvres
+
====[http://densmore.newshare.com/wiki/index.php/blueprint-program  What was on the agenda?]====
−
registration/reception (at hotel) for all participants.
+
*Over an evening, a full day and a morning, the informal networking was as important as the program, and the program was flexible. Review the pre-meeting agenda to get a sense of the domain for our interactions.
 +
====[http://newshare.com/wiki/index.php/Blueprint-resources Tweet, chat, web wiki -- the convening resources]====
 +
*Learn about the collaboration resources we used -- and tried to use -- to foster dialogue before, during and after the summit, including [http://wordpress.com/tag/ivp-blueprint-summit/ Blog reports] by Emily Sussman, [http://search.twitter.com/search?q=%23infovalet "tweets" via Twitter] from on- and off-site participants, LiveBlogging by Chuck Peters on [http://www.newshare.com/pdf/blueprint-live-blog-12-04-08.pdf THURSDAY], and on  [http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=b75f5507b2&height=550&width=470 FRIDAY], plus general [http://www.technorati.com/search/%22Information+Valet%22?type=search&authority=a4&language=en blog references.] Check (and add to) our page of other [http://densmore.newshare.com/wiki/index.php/Blueprint-links GENERAL LINKS].
  
−
*6 p.m.-7 p.m.  -- Buffet dinner; people encouraged to sit with
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==What did we discuss?==
−
collaborators and begin discussion. Could be at hotel or other venue
 
−
depending on registration/cost/logistics.
 
  
−
*7 p.m.-8:30 p.m. -- Some kind of agenda-setting program (location/format
+
====Establishing common language: What is the IVP?====
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TBD) (Include welcome from Dean Mills and from President Forsee if possible)
+
*Everyone had read about the IVP idea. Our first step was to [http://newshare.com/wiki/index.php/Blueprint-25words define it's consumer and business purposes,] in terms all participants could endorse. It took six tries, and we were there.
  
 +
====Form of ownership: The co-op or L3c?====
 +
*Having established a common language of purpose, we asked: Who could own the Information Valet Service and what form might that take? We turned to help from attorney Tom Moody, a Vermont attorney, (who visited with us via a Skype teleconference) and the [http://newshare.com/wiki/index.php/Blueprint-resources-l3c Vermont L3C] statute. We also consider the possibility of [http://newshare.com/wiki/index.php/Ivp-ownership-cooperative cooperative ownership.] Ultimately, we decided form and ownership would need to wait until we understood the stakeholders and their needs.
  
−
===<u>MONDAY</u>===
+
====Sorting out the stakeholder: Needs and questions====
 +
*On Thursday, we broke into three task groups to study the needs of potential IVP takeholders. We asked a lot of questions and as a result started to understand the markets, technologies and relationships we should master. The task groups had questions about business models, legal, corporate, marketing, ownership, content, syndication, advertising, privacy, demographics, and identity. This all sugared down to a series of [http://newshare.com/wiki/index.php/Blueprint-bullets conceptual bulletpoints.]
 +
Throughout the day, Chuck Peters [http://newshare.com/pdf/blueprint-live-blog-12-04-08.pdf live-blogged.]
  
−
Continental breakfast at hotel (negotiate into room rate)informal networking at hotel
+
====Friday gets specific: A laundry list of actions, tasks====
 +
*By Friday morning, it was time to get specific. [http://newshare.com/wiki/index.php/Blueprint-Friday Ideas for action] included fostering collaboration between bloggers and MSM, fleshing out details of content management, nailing down a business-development strategy, and building "user personas." We we urged to pick a small, doable piece and start experimenting, to cooperate with The AP and to get specific about what consumers would get for sharing demographics.
  
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*8:30 a.m. -- Shuttle van(s) leave for RJI
+
==What happens next?==
−
*9:00 a.m. -- convene in Fred Smith 200 at RJI
 
−
*9 a.m.-10 a.m. -- Getting started program TBD
 
−
*10:00 a.m.-10:30 a.m. -- Free time and tour building/Futures Lab
 
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*10:30 a.m.-noon -- Task group breakouts:
 
−
<ul><ul>
 
−
1. Legal/corporate form -- Todd Eskelsen and Jon Hart<br><br>
 
  
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2. Marketing -- Carole Christie and other(s) TBD<br><br>
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====What is your privacy worth to you: A study====
 +
*Mizzou Prof. Lee Wilkins and graduate-assistant Seth Ashley outlined a national study of at least 1,200 respondents to be conducted in January to [http://newshare.com/wiki/index.php/Blueprint-program-privacy understand how people of different ages value their privacy,] and what they will trade it for.
  
−
3. Advertising -- User-reward model, from inference to shared<br><br>
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====Making the list of components, collaborators====
 +
*Led by Elizabeth Osder, Steve Mott and others, we put together a [http://newshare.com/wiki/index.php/Blueprint-comparables list of services comparable to parts of IVP,] and companies or industries who might collaborate. RJI will document each for the IVP development plan.
  
−
4. Content -- Syndication opportunities<br><br>
+
====THE PLAN: Bullet-pointed tasks in seven areas====
 +
*We made a [http://newshare.com/wiki/index.php/Blueprint-next-step-task-areas bullet-pointed list of next steps] in seven task areas, with results feeding into a development/business plan. Charles Andres contributed [http://newshare.com/wiki/index.php/Blueprint-resources-identity useful links in the identity-card/privacy space.]
  
−
5. Engineering -- TBD -- (include reps from Project VRM / Info Card Fdtn / Identity Commons / OpenID / NACHA<br><br>
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====Collaborations percolating====
 +
*By Dec. 7, two days after "Blueprinting the Information Valet Economy," ended, it's too early to say how fast things will happen. Two participants agreed to help with the business plan, another has already made a proposal for significant collaboration with RJI. To follow developments, bookmark [http://www.informationvalet.org the Information Valet blog], join or [http://groups.google.com/group/infovalet read the InfoValet interest group,] or send an email to [mailto:infovalet@gmail.com infovalet@gmail.com] to participate.
  
−
6. Financial/settlement -- Michelle Urness, MultiService (KC) and others -- Steve Mott, etc., Rick Lerner<br><br>
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====The bottom line: Is this of interest?====
 +
*After nearly two days, is this of interest? That's the question we posed to four active traditional media executives who had joined us. [http://newshare.com/wiki/index.php/Blueprint-closing Read what they said.]
  
−
7. Privacy/demographics -- Lead TBD (consult with Lee/Seth)<br><br>
 
  
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8. Business Models -- Bill Densmore and others<br><br>
+
<hr>[http://www.newshare.com/wiki/index.php/Blueprint-links OTHER LINKS/COMMENT] . . . [http://www.mediagiraffe.org/valet.pdf ABOUT THE NEW(S)SOCIAL NETWORK] . . . [http://www.informationvalet.org INFORMATION VALET PROJECT BLOG] . . . . [http://feeds.feedburner.com/infovalet RSS FEED]<HR>
  
−
====Other breakouts determined on the fly at 9 a.m. session====
+
[[Image:Blueprint-banner.jpg|1000px|thumb|left|.]]
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</ul></ul>
+
[[Category:Infotrust]]
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*Noon-12:30 p.m. -- more informal discussion/walking facility/Futures Lab
 
−
 
 
−
*12:30 p.m. -- Relocate to someplace for lunch (Reynolds Alumni Center?)
 
−
 
 
−
*1 p.m. -- During dessert, morning breakout leaders present reports
 
−
 
 
−
*1:30 p.m. -- Back to RJI to reconvene
 
−
 
 
−
*2:00-3 p.m. -- Discussion -- What did we learn in the AM?
 
−
 
 
−
*3:00 p.m.-3:15 p.m. -- Next-step breakouts -- We call breakouts for "next step" action determination.
 
−
 
 
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*3:15-3:30 p.m. -- Bio and snack/coffee break
 
−
 
 
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*3:30 p.m.-5:00 p.m.  -- "Next step" breakouts convene
 
−
 
 
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*5 p.m.-6 p.m. -- Shuttles back to hotel; unscheduled time
 
−
 
 
−
*6 p.m. -- Dinner (probably at hotel or maybe Reynolds Alumni Center? Some kind of during-dessert-and-coffee program (brief)Probably a talk-show style discussion among a few key participants
 
−
 
 
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*7:30 p.m. -- Some sort of optional program back at the J-school -- maybe a
 
−
series of five-minute briefings about faculty research going on -- really
 
−
brief -- just heads up for later followup. Include a couple of students
 
−
who brief on what they have going on, too.<br>
 
−
 
 
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END -- Shuttle back to hotel
 
−
 
 
−
===<u>TUESDAY MORNING</u>===
 
−
 
 
−
Breakfast again at hotel
 
−
 
 
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*8:30 a.m. -- Reconvene at RJI for some kind of morning program
 
−
wrapup, TBD.
 
−
 
 
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*10 a.m. -- Optional adjournment for those who need to make the 11:25 a.m.
 
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Northwest departure from the Columbia airport.
 
−
 
 
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*Program continues somewhat informally until lunchtime; we faciliate
 
−
MoExpress connections to MCI and STL, ideally departing from front of RJI.
 

Latest revision as of 03:30, 16 January 2011

[The Information Valet Project]
View all photos by Josh Rowan

Contents

Blueprinting the Information Valet Economy

OTHER LINKS/COMMENT . . . ABOUT THE NEW(S)SOCIAL NETWORK . . . INFORMATION VALET PROJECT BLOG . . . . RSS FEED

RJI PICTURED
Break-out rooms
THE RJI VISION
Forum-style discussion
Small-group collaboration

Building a collaborative, shared-user network

A wrapup of the December 3-5, 2008 summit at the
Donald W. Reynolds Journalism Institute
Columbia, Missouri

PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION

More than 50 editors, writers, technologists, publishers, entrepreneurs, academics, researchers and students gathered Dec. 3-5, 2008 at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. Their pre-arranged mission: invent a new way to sustain the role of journalism in participatory democracy. Their approach: Create a shared-user web network for demographic privacy management, advertising and information commerce. (What's that? See "Where we're starting," below.)

They shared ideas and advised RJI fellows on how to start the Information Valet Economy, where companies compete to provide personalized service to users, and make money referring their users to content -- and advertising -- from anywhere. The service might coordinate next-generation advertising placement and compensation, consumer-centric demographic management (and privacy) and multi-site commerce -- all designed to sustain journalism and providing new value to traditional print news subscribers.

Follow the links below to learn who participated, where we started, what we discussed, and what happens next. Join or read the InfoValet interest group, or send an email to infovalet@gmail.com to participate.

WHY IS 'BLUEPRINT THE IVP' NEEDED? (SHORT VIDEO) . . . ALL VIDEO ARCHIVES

The U.S. news industry struggles as print advertising moves elsewhere and web advertising's double-digit growth sputters. The industry can now rethink and relaunch its relationship with 50 million customers -- to become their "information valet" able to make money whether those users are buying services, information (including music and entertainment) or being paid for web seeking and contact with sponsored messages and advertising.

  • Consumers want a customized experience, but want to control and be compensated for use of demographic and usage profiles.
  • The Internet needs a user-focused system for sharing identity, exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a New(s) Social Network.

Who we are: The participants

Who came Dec. 3-5 to Columbia, Mo.?]

Faces: Documenting the discussions, and the spaces

Jeff VanderClute: A first cut at synthesis

Steve Mott: For newspapers: Three sources of value at stake

Elizabeth Osder: Tech development or trade initiative?

  • Elizabeth Osder discusses the loss of value on both sides if the equation, and whether IVP is a tech development or a trade association.

Bill Densmore: Lead RJI researcher on IVP

Bill Densmore is a 2008-2009 Reynolds Journalism Institute Fellow working to define, document and rally public support for building a new Internet infrastructure that will sustain news and information through a shared-user network. (MORE ABOUT) The network will allow online users to manage their demographic privacy, be rewarded for viewing advertising, and share, sell and buy content through multiple Web sites with one ID, password, account and bill. (SEE: PDF download, fellowship proposal)

Lee Wilkins: Privacy research

Missouri School of Journalism Prof. Lee Wilkins is overseeing a national survey on how the public values privacy in exchange for services or benefits. Read the literature review.

Where we're starting

What is the Information Valet Project?

  • A one-page description of the Information Valet Project at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. (READ MORE)

AUDIO: Short talks on the concept and design

  • Choose from streaming or MP3 podcast audio discussions which describe the concept, design, purpose and research contributing to the Information Valet Project. (FLASH ANIMATION)

What was on the agenda?

  • Over an evening, a full day and a morning, the informal networking was as important as the program, and the program was flexible. Review the pre-meeting agenda to get a sense of the domain for our interactions.

Tweet, chat, web wiki -- the convening resources

What did we discuss?

Establishing common language: What is the IVP?

Form of ownership: The co-op or L3c?

  • Having established a common language of purpose, we asked: Who could own the Information Valet Service and what form might that take? We turned to help from attorney Tom Moody, a Vermont attorney, (who visited with us via a Skype teleconference) and the Vermont L3C statute. We also consider the possibility of cooperative ownership. Ultimately, we decided form and ownership would need to wait until we understood the stakeholders and their needs.

Sorting out the stakeholder: Needs and questions

  • On Thursday, we broke into three task groups to study the needs of potential IVP takeholders. We asked a lot of questions and as a result started to understand the markets, technologies and relationships we should master. The task groups had questions about business models, legal, corporate, marketing, ownership, content, syndication, advertising, privacy, demographics, and identity. This all sugared down to a series of conceptual bulletpoints.

Throughout the day, Chuck Peters live-blogged.

Friday gets specific: A laundry list of actions, tasks

  • By Friday morning, it was time to get specific. Ideas for action included fostering collaboration between bloggers and MSM, fleshing out details of content management, nailing down a business-development strategy, and building "user personas." We we urged to pick a small, doable piece and start experimenting, to cooperate with The AP and to get specific about what consumers would get for sharing demographics.

What happens next?

What is your privacy worth to you: A study

Making the list of components, collaborators

THE PLAN: Bullet-pointed tasks in seven areas

Collaborations percolating

  • By Dec. 7, two days after "Blueprinting the Information Valet Economy," ended, it's too early to say how fast things will happen. Two participants agreed to help with the business plan, another has already made a proposal for significant collaboration with RJI. To follow developments, bookmark the Information Valet blog, join or read the InfoValet interest group, or send an email to infovalet@gmail.com to participate.

The bottom line: Is this of interest?

  • After nearly two days, is this of interest? That's the question we posed to four active traditional media executives who had joined us. Read what they said.


OTHER LINKS/COMMENT . . . ABOUT THE NEW(S)SOCIAL NETWORK . . . INFORMATION VALET PROJECT BLOG . . . . RSS FEED

.
Retrieved from "http://densmore.newshare.com/wiki/index.php?title=Blueprint&oldid=4318"