Understanding audience participation

(Music playing.) Twitter is certainly the closest thing to real time out there now and Twitter has changed the participatory experience quite a bit for me. So I mean now I have an expectation that if I want to try something out, I can try something out that half hour. A lot of times, if I'm working on a project, I'll test it first with a smaller group of people. I'll just say, "I want to try something out, will somebody help me?" And I'll just-- somebody responds and usually they do it within the first minute. On Twitter, I ask people to send me their-- literally this is all I said. I was like "I want to try a new project." "Please send me your Facebook username and password" and I got like 300 in half an hour and I had to shut down that request because that was kind of overwhelming but. And that kind of like speaks to the trust I think because we've done a lot of projects together over the years. For anyone that's interested in engendering participation or incorporating some level of participation into the work they do, whether they're advertisers, marketers or artists or whatever, have to come to a sort of an understanding about the energy levels that exist in audiences as a whole. Getting someone to do something very small, getting someone to participate in the smallest way is a skill and it has to be worked on for a while. And you find that you can get a lot more of people to do something that's very small, gestural, just voting on something. You can also get people to do things that are of lower risk. You're not only establishing trust. You're not only establishing some kind of an identity. You're also establishing a series of idioms, so you're establishing the actual mechanics of how you're going to do future things together. So it's kind of you're going to have short hands for things. I mean like so we're going to do something very similar to x project or even if you just have a project that requires uploading and cropping a photo, obviously it's going to be better if you've done a project before that has required uploading a photo or separately cropping a photo. Just getting people used to all these different little things because a lot of people-- The Web is a widely varied experience, and you can't rely on the idea that people are going to know how to do even the most simple basic things. Because a lot of times, it requires like metaphor shifts, a completely different frames of reference than you're used to as the creator, right? I mean as a person who's making this stuff.