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So called 'Social Media' - What do we do with it? What does it do with us?
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So called 'Social Media' - What do we do with it? What does it do with us?


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  • 1. ICYMIOMLG LOL LFG @rep FTW ←TYSM♥ #RTW So called ‘Social Media’: What do we do with it? What does it do with us? Slava Kozlov, Summ( )n, for InterDirect Network Spring Meeting 2011 in Tallinn
  • 2. Get Social ! The book I saw a couple of weeks ago.
  • 3. Social media as a fantasy land ? The context.
  • 4. The magazine I bought when flying to the conference.
  • 5. one ‘old’ theory
  • 6. Commemorate 100th anniversary of ….
  • 7. “You don’t know anything of Marshal McLuhan!” The famous maxim was first written in the book with a title “Understanding Media”. The book had a subtitle “The Extensions of Man” 1911-1980 1964
  • 8. Few words of wisdom Communication as transformation Medium is the message “Mine is a transformation theory. “It’s a hidden environment of services How are people changed that changes people, not the by the instruments they employ.” technology.” The videos can be found at
  • 9. Few more words of wisdom
  • 10. The last words of wisdom Each new technology is a and then in turn a culture. reprogramming of our sensory life
  • 11. So, …this talk will NOT be about the tools
  • 12. we blog
  • 13. The very first blog ‘Robot Wisdom’, a collection of the weblinks by Jorn Barger, widely considered as the first blog (from web-log).
  • 14. Where do you blog? Proliferation of blog platforms. Earlier forms of ‘digital darwinism
  • 15. A typical blog One of the postings, in one of the many millions personal blogs . Writing small pieces of text, about the most mundane things, re-writing own texts, coping with the ‘writer’s blocks’, copy-pasting, planning, integrating into other daily activities But also reading the blogs of others, commenting, reacting, critiquing.
  • 16. The fad refuses to disappear - - contrary to all ‘serious bets’.30 mln 2005
  • 17. 170 mln Instead, the ‘fad’ explodes exponentially 201070 mln 2007
  • 18. Blog usage in the US More than a half of the US (adult?) population run own blogs, and almost 80% read the blogs regularly. 77% 52%
  • 19. Blog impact on… journalism And on a wide range of other professions, too.
  • 20. Business attitude and usage
  • 21. The power of You
  • 22. Blog as a mind-changer “ …I admit that the past three years of blogging have altered me in some rather dramatic ways that do, in fact, begin to call my very existence into question. I am not referring to the ways that blogging has caused a career change, granted me political and media access that I still find shocking, almost entirely ended my participation in old social circles and presented me with new ones, allowed me to work from home, or otherwise had an impact on the day to day activities of my life. Instead, I am actually referring to an important way in which blogging has altered my very consciousness. … Blogging has not just changed the activities in which I engage – the activities in which I engage in order to be a successful blogger have profoundly altered the way my mind operates and the way I conceptualize my agency in relation to others. ” In effect, I do not exist in the same way I once existed. Chris Bowers, MyDD blog (c 2009)
  • 23. Blog as a mind-changer - literally Brain activity while reading Brain activity while reading of a person not used to using the web of an active user of the web Dr Gary Small
  • 24. EmpowermentSelf-confidenceActive attitude to lifeCreativity and courageWisdom“I feel there is more of me when I blog”
  • 25. Those who got it right “Podcasting is my lifestyle!”
  • 26. multi(ple)media
  • 27. From text… to everything else Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.
  • 28. Music…. pictures… videos…
  • 29. Everything becomes a Social Object “The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” - Hugh MacLeod
  • 30. Social music
  • 31. Social pictures
  • 32. Image hosting becomes a social institution US Civil War 1861 Royal Wedding 2011
  • 33. But be ready for surprises (and don’t feed the trolls!)
  • 34. From simple comments to YouTube videos…
  • 35. …to sophisticated video-replies…
  • 36. new art/media genre
  • 37. Life is getting brighter! But not only.
  • 38. Innovation DIY Commercial book scanner DIY scanner by Daniel Reetz from $10,000 less $300
  • 39. DIY Video Leading to Community - to Wiki - to Movement
  • 40. Dark Matter of Innovation “…the amount of efforts (time x money) individual consumers spent making and improving products is more than twice as large (2.3 times, to be precise) as the amount spent by all British firms combined on product research and development.”
  • 41. 3D printing - of the new world
  • 42. MIT Center of Bits and Atoms MIT is aimed at developing programmable molecular assemblers that will be able to make *almost* anything. …and helps to spread these technologies for innovation globally and to different social groups .
  • 43. DIY Genomics Who needs doctors in the new era of health hacking?Raymond McCauley is betting on cheap gene tests plus some amateur scienceto minimize his chances of succumbing to a sight-threatening syndrome
  • 44. change yourself to change the world to change yourself to change the world to change
  • 45. community
  • 46. (Global) Village… leading to ‘digital maoism’?Reconstruction of Aztecan village The phrase ‘Global Village” was used by Marshal McLuhan in his book Guttenberg Galaxy in 1962.
  • 47. Early Online Communities: PLATO PLATO (Programmed Logic for Automated Teaching Operations) was one of the first computer- assisted educational systems, and an example of earlier digital community (mid1970s). It has established the key concepts of any online community thereafter: forums, message boards, online testing, e-mail, chat rooms, picture languages, instant messaging, remote screen Peripheral (i.e. Lurker) – An outside, unstructured participation Inbound (i.e. Novice) – Newcomer is invested in the community sharing, and even multi-player Insider (i.e. Regular) – Full committed community participant games. Boundary (i.e. Leader) – A leader, with long-time membership and often mediating/supervising roles Outbound (i.e. Elder) – Someone who is about to leave Participation in PLATO community is widely referred as one of the most uplifting and life changing experiences by its members.
  • 48. LiveJournal - A community of bloggers LiveJournal offere a unique system combining individual blogs and a membership in a larger online community. User could easily build their own network of ‘friends’ and also, if necessary, set up their own specialized communities.Individual blog (‘journal’). An online stream created by the entries of the ‘friends’, with an embedded options to comment and interact. An example of LJ community
  • 49. Online communities for the sake of online communities Proliferation of the ‘social networking services’, online platforms that focus primarily on building and managing social networks or social relations among people.
  • 50. Social networks are in flux Friendster is the social gaming destination of choice! Connect and play with your friends and share your progress to your network. 45% of all bloggers in RussiaOver 90% of Friendsters traffic (including President Medvedev)(115 mln users) comes from Asia. uses LiveJournal as the main pla
  • 51. Sex connects
  • 52. MySpace: From to
  • 53. Professional online communities From a somewhat reluctant business matching service to active promoter of new business interactions and activities.
  • 54. Even more professional online communities Online collaboration platforms Online co-creation platforms Mass multiplayer R&D Online innovation ‘jams’.
  • 55. Wikinomics Wikipedia, a collaborative knowledge creation and sharing service and the largest info-vault - but also an active, constantly evolving community.
  • 56. Understanding complex relationships in complex networks
  • 57. Linux Community Lunux refers to the family of the Unix-like computer OS (operating systems), but also widely used a symbol of open- source code/code development practice, both a community and a collaborative enterprise. It is also often describes as an interdependent ecosystem, characterized by passionate engagement and stigmergic production.
  • 58. When right things happen magically, as if ‘themselves
  • 59. contemporaneity contemporaneousness
  • 60. Tweet, tweet A microblogging service that starte in 2006 and was universally regard as the ‘stupidiest online service ev It is currently estimated to have 20 million users, generates 65 million tweets a day and runs over 800,000 search queries daily.
  • 61. What the tweet? Clive Thompson, from Wired, called it ‘our sixth sense’ of the web, a sense of digital social proprioception.
  • 62. Location, location, location From letting the system …to proactively pushing information about your location to know your location… in time and space via different channels
  • 63. World changing, one game at a time Creative tools using your location to link you with community - and with services… …leading to changes in your behavior and lifestyle
  • 64. Social Media in Your Shoes, Your Flower, You Can of Cola “My shoe likes your shoe!” Your plant twittering that it needs to be watered Social vending machine Make-up is a social business!
  • 65. Internet of Things Pachube: a platform to stream, store, connect and interlink the real-time data streams from objects, devices, buildings - and ‘what-not- else’ - from all around the world.
  • 66. What Facebook? Here I suggested to discuss Facebook - not the usual stats, however impressive they are, but the transformational impact the system has (and its own transformation as a result)
  • 67. Facebook: The usual stats “Facebook has 610,736,920 member profiles. That’s one for every ELEVEN people on the planet. Every minute people send 230,000 messages, update 95,000 statuses, write 80,000 wall posts, tag 65,000 photos, share 50,000 links - and affirm or disparage them all with half a (here should be a mirror) million comments. Each month, the average user creates 90 pieces of content and spends 6+ hours on the site. Zynga has 19 games that attract 275 million users a month. Analysts estimate that Facebook pulled in $1.86 billion in advertising in 2010, and expected to grow 118% in 2011 year, to $4 billion. Virtual goods for sale on the site make up an estimated $835 million market.” From the Fast Company, April 2011
  • 68. Omnipotent mechanging the world Stigmergic systems helping me JIT - provided I ping
  • 69. In the situation of growing complexity…
  • 70. … permanent transformation is the Key
  • 71. ps: one case I didn’t manage (time-wise) to present this case: from one side, this is quite a typical example of ‘social media’ use by the business,on the other side, it shows those ‘transformations’ that I was talking about.
  • 72. SL: 3D Virtual World
  • 73. SL: Social space
  • 74. SL: Amazingly creative…
  • 75. SL: … and promising business-wise
  • 76. Business in Second Life Anshe Chung (Ailin Graef in RL) who reportedly built a $US 1 mln business In Second Life.
  • 77. “Philips enters Second Life”
  • 78. “You don’t get it!” Anti-business demonstrations in SL
  • 79. Starting from exploring new environment and learning its culture
  • 80. Building a place for gatherings and conversations
  • 81. My Second Life study: Co-exploring the virtual world Learning to earn money Meeting people (avatars) Attending a seminar Meeting SL partner Building a home Doing shopping
  • 82. Blending real and virtual life in search of self-development Real life settings of ‘social users’ of SL Real life settings of ‘scripters and builders’ of SL • Two distinctively different clusters of real life settings – of the ‘social’ users and of the ‘builders & scripters’ • People are multi-tasking and use many online tools, and intertwine real life activities and their virtual lives • Among the key motivations were the desire to to learn, to socialize, to enrich and enhance their lives • Playful explorations of the new online tools - and of themselves (e.g., via role-playing) were the key activities
  • 83. Word of advise for the business Business should be: “interactive, educational or enlightening, honest, and with a sense of humour and fun” Business should not be: “huge corporate castles with empty halls, no imagination or creativity, no interactions, no people, no experience, no interesting stuff but only plain advertising”
  • 84. Round-tables ‘Lifestyle 2020’
  • 85. Online workshops about sustainable solutions for emerging markets
  • 86. Ideation Quest: A mini-game to stimulate creativity and idea generation
  • 87. A feedback “I’d like to say my big thank-you to Philips Design! Theyve engaged a group of volunteers in active discussions, theyve listened to us, and theyve shared their knowledge. My only criticism of the experience is that I want *more* - its such a delight to engage with this group of intelligent, insightful, delightful people!”
  • 88. What are the lessons? That you have to study your future customers and their environments before venturing into new territories? That you have to participate yourself in the things you want to use — and even more so if you want to change them? That you have to engage and participate (ideally - co-create) with people? Yes, yes and yes. But…
  • 89. Remember the ‘but’ from Second Life? It was playful transformation that people become interested in. It was not designed by the creators of SL. Nor was it understood by the majority of the business.