Social Responsibility: A Digital Dimension

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Introduction to digital media for Net Impact Professional Chapter, Bangkok.

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Social Responsibility: A Digital Dimension

  1. 1. Social Responsibility: A Digital Dimension<br />Ian Fenwick Sasin<br />Evolution for better or worse<br />
  2. 2. “<br />The future is already here.It's just not very evenly distributed<br />William Gibson<br />From the Canadian sci-fi writer who coined the term cyberspace <br />
  3. 3. Digital = Global<br />Digital = Communication<br />Digital = Different<br />
  4. 4. Digital = Global<br />
  5. 5. Internet users already 42% are Asian, with penetration in Asia on 22%, long way to go <br />Asia 42% (825m)<br />(21.5% penetration)<br />China 420 million<br />(31.6%)<br />Internet penetration 2010<br />1.97 billion + (29%)<br />http://internetworldstats.com/ Stats taken from site December 2010<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />dstats.com/<br />
  6. 6. Most essential medium, US 2010<br />“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”<br />42%<br />37%<br />14%<br />5%<br />Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php<br />http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf<br />
  7. 7. http://mashable.com/2011/01/04/internet-surpasses-television-as-main-news-source-for-young-adults-study/<br />Internet Surpasses Television as Main News Source for US Young Adults<br />2010: 65% of under 30’s say internet is their major source for news<br />2007 only 34%<br />TV main news source down to 52%<br />2007 was 68%<br />
  8. 8. Thailand: 13.5m 21% (2008)<br />Bangkok: <br />biz decision-makers 80% <br />topmanagement93% <br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Copyright Ian Fenwick<br />www.internetworldstats.com/stats3.htm#asia<br />
  9. 9. Media use, hours/week, upmarket adults, Bangkok,<br />14<br />Internet (excl. email)<br />hours/week<br />TV<br />TV<br />19<br />5<br />Newspapers<br />5<br />Magazines<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />Copyright Ian Fenwick<br />
  10. 10. Media use, hours/week, upmarket adults, Bangkok,<br />25-34 years old,<br />14<br />17<br />Internet (excl. email)<br />Internet (excl. email)<br />hours/week<br />17<br />TV<br />Magazines<br />Newspapers<br />4<br />Amongst upmarket adults (about top 20% of population) in Bangkok internet and TV usage already (2 years ago) neck and neck <br />5<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />Copyright Ian Fenwick<br />
  11. 11. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community<br />Thailand started 2010 as one of the fastest growing FB countries. And maintained the pace<br />http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market <br />
  12. 12. http://www.socialbakers.com/facebook-statistics/<br />January 2011<br />As FB increasingly resembles the real world in its composition. Notice the low level of penetration in some of the most populous countries…it will grow<br />
  13. 13. http://www.socialbakers.com/facebook-statistics/<br />January 2011<br />Thailand now is 21st largest FB country. People 60+ in Thailand make up only 1% of our FB users…it will grow<br />
  14. 14. Digital = Global<br />Digital = Communication<br />
  15. 15. “<br />the medium is the message<br />Can’t put it better than famous Canadian Marshall McLuhan. He called “content” the steak the burglar holds to distract the watch dog of the mind. It’s media that changes lives, not messages<br />The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967<br />,watch<br />Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964<br />,<br />
  16. 16. http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg<br />What is digital communication?<br />
  17. 17. NOT just web<br />Digital communication is communication in any digital medium<br />
  18. 18. “<br />To find something comparable, you have to go back 500 years to the printing press…<br />the birth of mass media<br />Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html<br />
  19. 19. “<br />Technology is shifting power away from the editors, the publishers, the establishment, the media elite<br />Now it’s the people who are taking control.<br />Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html<br />
  20. 20. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004<br />Video showing how a Bic pen exactly fitted into a Kryptonite lock and could open it in seconds. First posted c 2004 to YouTube<br />
  21. 21. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004<br />http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock<br />…followed up with a post on a cyclist-oriented forum<br />
  22. 22. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004<br />http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock<br />Rapidly turned into a firestorm, eventually (within 10 days) company announced free product exchange <br />
  23. 23. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004<br />http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock<br />“<br />This was first described in a British bicycle magazine in 1992 <br />but the issue then disappeared from public view…<br />
  24. 24. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004<br />http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock<br />“<br />This was first described in a British bicycle magazine in 1992 <br />Digital things don’t disappear…<br />but the issue then disappeared from public view…<br />
  25. 25. Old<br />impermeable<br />membrane<br />communication from the center<br /><ul><li>spokespeople
  26. 26. trained
  27. 27. rehearsed
  28. 28. controlled
  29. 29. inauthentic</li></ul>Corporate Communications<br />messages<br />Management, Employees<br />Kryptonite were on the ‘old’ communications model: from the center<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  30. 30. pourous<br />impermeable<br />New<br />membrane<br />communication from the<br />edges<br />Corporate Communications<br />messages<br />Management, Employees<br />the ‘new’ communications model: from the edges, center has less influence<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  31. 31. Digital = Global<br />Digital = Communication<br />Digital = Different<br />
  32. 32. “<br />In June 2010, on average, the global consumer spends about 1 in every 4.5 minutes online <br />onblogs orsocial networking sites<br />The Nielsen Company<br />http://www.emarketer.com/Article.aspx?R=1007797<br />
  33. 33. “<br />…internet users trust recommendations from people they know<br />& opinions posted by unknown consumers online<br />more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media<br />Nielsen Online, April 2009<br />Social networks don’t lie…<br />Cited in http://www.bazaarvoice.com/resources/stats<br />
  34. 34. Newer<br />To borrow a metaphor from open source software, it’s from the cathedral (directed top down) to the bazaar (ad hoc, self-directed…hubbub)<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed</li></ul>Corporate Communications<br />Management, Employees<br />Those side conversations led by advocates are the most persuasive part of today’s communication<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  35. 35. http://mashable.com/2009/04/15/youtube-fired/<br />If you think Kryptonite had a problem…<br />Original video’s withdrawn<br />
  36. 36. http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html<br />…the internet is forever<br />But still easy to find…<br />
  37. 37. http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html<br />http://www.readwriteweb.com/archives/dominos_youtube_video.php<br />…the internet is forever<br />The disgusting always gets lots of views. Within hours the exact store location had been determined<br />
  38. 38. …company learned about the video on Tuesday…executives decided not to respond aggressively, hoping the controversy would quiet down. <br />“What we missed was the perpetual mushroom effect of viral sensations,” he said.<br />…By Wednesday afternoon, Domino’s had created a Twitter account, @dpzinfo, to address the comments…presented its chief executive in a video on YouTube by evening.<br />Stephanie Clifford<br />NYT 2009, April 16<br />http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1<br />“<br />Viral rarely quiets down. Notice they had no Twitter<br />
  39. 39. http://www.readwriteweb.com/archives/dominos_youtube_video.php<br />After 2 days the President makes a statement , again it’s now not there<br />Domino’s President<br />Patrick Doyle…<br />
  40. 40. http://www.readwriteweb.com/archives/dominos_youtube_video.php<br />…the internet is forever<br />Domino’s President<br />Patrick Doyle…<br />But still easy to find! Which is more impactful? The Prez’s carefully crafted PR speech, or the original disgusting video? Old communication model can rarely match the new one.<br />
  41. 41. Newer<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed
  42. 42. authenticity</li></ul>Corporate Communications<br />Management, Employees<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  43. 43. Newer<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed
  44. 44. authenticity
  45. 45. advocates</li></ul>Corporate Communications<br />Management, Employees<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  46. 46. consider<br />aware<br />like<br />advocate<br />engaged<br />ready to act<br />ACTION<br />Starting to realize the real impact and authenticity of brand advocates<br />loyal<br />
  47. 47. And turning the sales funnel into an advocates’<br />consider<br />ready to act<br />engaged<br />like<br />advocate<br />ACTION<br />aware<br />Social Megaphone<br />
  48. 48. Newer<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed
  49. 49. authenticity
  50. 50. advocates
  51. 51. social megaphone
  52. 52. engage</li></ul>Corporate Communications<br />Management, Employees<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  53. 53. March 2010<br />http://www.greenpeace.org/international/campaigns/climate-change/kitkat/<br />NGOs seem better at authenticity and engagement<br />
  54. 54. March 17-28, 2010<br />68 similar videos get 1.2 m views<br />Nothing like “banned” to get people watching<br />http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f from <br />
  55. 55. http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share<br />
  56. 56. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/<br />
  57. 57. http://www.facebook.com/Nestle<br />Then Greenpeace get their advocates to join the Nestle FB page<br />
  58. 58. March 19, 2010: Damage control?<br />http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736<br />
  59. 59. March 19, 2010: Damage control?<br />http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736<br />
  60. 60.
  61. 61. http://www.facebook.com/Nestle<br />Then quiet for several days, followed by some apologies<br />Finally they publish their side, but on website not FB<br />
  62. 62. …It’s a tough break that you were very publicly called-out by Greenpeace for being a contributor to rainforest deforestation.<br />However, your Draconian response of bullying YouTube into taking down the “Have A Break?” campaign video & insulting your fans & detractors on Facebook has lead to an unmanageable PR nightmare that was totally avoidable.<br />All you had to do was say, “We’re sorry. We’ve heard & share your concerns & are working with Greenpeace to find ways to fix this problem as soon as possible. <br />Please visit nestlecares.com or twitter.com/nestlecares to follow our journey towards sustainability.”<br />Nestlecares.com would have cost you $7.49 on Godaddy & a Twitter profile is free…<br />http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/<br />“<br />Josh Millrod, Digital Strategist, Wieden+Kennedy<br />
  63. 63. By the time you posted a press release about your commitment to become fully sustainable by 2015, it was way too little, way too late.<br />A big part of being social online is actually being social. <br />If you were at a party and someone took 30 minutes to respond to a question and then insulted your grammar and walked away, you probably wouldn’t want to talk to them again. <br />If you had simply said “We messed up” the moment Greenpeace posted their campaign it might not have gone viral, and your<br />customers would be focusing on your commitment to sustainability instead of dead orangutans… which are not cool with the urban influencer and early adopter markets these days.<br />“<br />Josh Millrod, Digital Strategist, Wieden+Kennedy<br />http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/<br />
  64. 64. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/<br />And in the end palm oil is out of KitKats…sad part is that supposedly Nestle trying to achieve that all along. They passed up a great opportunity to explain & engage<br />
  65. 65. Newer<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed
  66. 66. authenticity
  67. 67. advocates
  68. 68. social megaphone
  69. 69. engage
  70. 70. don’t delete
  71. 71. don’t lie</li></ul>Corporate Communications<br />Management, Employees<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  72. 72. “<br />…you can’t take something off the internet<br />that’s like trying to take pee out of a swimming pool…<br />It’s in there, it’s in there<br />Joe Rogan, Newsradio<br />http://www.youtube.com/watch?v=0T-CreVC_6Y<br />
  73. 73. “<br />we never, ever, ever intended it to <br />be gunsights. <br />It was simply crosshairs<br />like you see on maps<br />Aide Rebecca MansourSlate, Jan 9 2011<br />The map is off the website, but still on FB<br />http://www.facebook.com/note.php?note_id=373854973434<br />http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771<br />http://twitter.com/sarahpalinusa/status/29677744457<br />http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx<br />
  74. 74. “<br />we never, ever, ever intended it to <br />be gunsights. <br />It was simply crosshairs<br />like you see on maps<br />10:43 pm, Nov 4 2010<br />Aide Rebecca MansourSlate, Jan 9 2011<br />The internet is forever remember?<br />http://www.facebook.com/note.php?note_id=373854973434<br />http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771<br />http://twitter.com/sarahpalinusa/status/29677744457<br />http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx<br />
  75. 75. http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html<br />17:19PM. British Standard Time.<br />17:21PM. British Standard Time.<br />Offensive comments there at 17:19…as is someone who’s taking screenshots<br />
  76. 76. http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html<br />17:19PM. British Standard Time.<br />17:21PM. British Standard Time.<br />Two minutes later, offensive remarks gone. Should remember that people will know…maybe some explanation would be good<br />
  77. 77. You’ve got to keep a constant high-level eye on social media<br />http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/<br />Twitter spam<br />Habitat person decides to boost readership of their tweets by using the hashtags of trending topics.<br />Of course those hashtags were really designed for major events, not furniture sales<br />
  78. 78. You’ve got to keep a constant high-level eye on social media<br />http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/<br />And, of course, people objected…a lot<br />
  79. 79. http://www.digitaltip.com.au/index.php/habitatuk-apologises-twitter-hashtag-issue/<br />And eventually the company had to apologize<br />
  80. 80. Newer<br />pourous<br />membrane<br />communication everywhere<br /><ul><li>speed
  81. 81. authenticity
  82. 82. advocates
  83. 83. social megaphone
  84. 84. engage
  85. 85. don’t delete
  86. 86. don’t lie
  87. 87. listen well</li></ul>Corporate Communications<br />Management, Employees<br />Other stakeholders<br />Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009<br />
  88. 88. Digital = Global<br />Digital = Communication<br />Digital = Different<br />To Do List<br />Part 3a<br />I was told presentations should have three sections…so the last one is 3a<br />
  89. 89. To Do List<br />have the tools ready<br /><ul><li>policy</li></ul>One of the reasons companies run into trouble is that they don’t have the social media tools ready BEFORE the problem hits<br />http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151<br />
  90. 90. Your people need to know your social media policy…what they can and can’t do.<br />Intel’s looks very sensible<br />http://www.intel.com/sites/sitewide/en_us/social-media.htm<br />
  91. 91. To Do List<br />have the tools ready<br /><ul><li>policy
  92. 92. Twitter account(s)
  93. 93. Facebook page(s)
  94. 94. Website: all browsers, search engine optimized
  95. 95. Microsites
  96. 96. listening tools</li></ul>Listening is very important. There are an array of tools (Google social network monitoring): all the way from Google alerts and Twitter searches (free) to v expensive solutions<br />http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151<br />
  97. 97. Are you monitoring<br /> What’s being said? <br />What’s the sentiment?<br /> Who’s talking?<br /> Who being listened to?<br />who are opinion leaders?<br />About you?<br /> About your competitors?<br /> About your partners (channel etc.)?<br /> About the market?<br />incredible market research opportunity<br />
  98. 98. To Do List<br />have the tools ready<br /><ul><li>policy
  99. 99. Twitter account(s)
  100. 100. Facebook page(s)
  101. 101. Website: all browsers, search engine optimized
  102. 102. Microsites
  103. 103. listening tools</li></ul>learn to use the tools<br /><ul><li>use your early adopters</li></ul>http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151<br />
  104. 104. http://twitter.com/ramon_deleon<br />Irony of Domino’s situation is that they have a home-grown social media expert. Ramon runs a few Domino’s outlets in Chicago.<br />
  105. 105. http://www.viddler.com/explore/dpzramon/videos/36/ <br />Embedded over 90,000 times<br />A twitter complaint gets him into a store in the early hours of the morning for this, authentic, apology. Contrast with the PR-scripted President’s video. You have to go to viddler to see the video<br />
  106. 106. To Do List<br />have the tools ready<br /><ul><li>policy
  107. 107. Twitter account(s)
  108. 108. Facebook page(s)
  109. 109. Website: all browsers, search engine optimized
  110. 110. Microsites
  111. 111. listening tools</li></ul>learn to use the tools<br /><ul><li>use your early adopters
  112. 112. post several times a week minimum</li></ul>identify influencers, make them advocates<br /><ul><li>Twitter look at Klout scores
  113. 113. Bloggers, under-rewarded</li></ul>http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151<br />
  114. 114. Working with advocates<br /><ul><li>what do they need?
  115. 115. content? recognition? awards? funds? help?
  116. 116. involve, participate, engage
  117. 117. build content capable of going communal
  118. 118. microsites
  119. 119. video
  120. 120. downloads
  121. 121. encouraging community to do the heavy lifting
  122. 122. let them behind the scenes
  123. 123. illusion of exclusivity, secrecy</li></li></ul><li>To Do List (cont’d)<br /><ul><li>develop rapid-response kit
  124. 124. links, quotes, pics, video that can be dropped into hot-button issues</li></ul>consider Search Engine Marketing (SEM)<br /><ul><li>Google grants
  125. 125. maybe an app</li></ul>http://www.google.com/grants/<br />
  126. 126. iHobo<br />http://www.ihobo.org/<br />iHobo app for iPhone lets you ‘take care of’ a virtual homeless person…raises awareness of homelessness, & raises funds<br />
  127. 127. To Do List (cont’d)<br /><ul><li>develop rapid-response kit
  128. 128. links, quotes, pics, video that can be dropped into hot-button issues
  129. 129. consider Search Engine Marketing (SEM)
  130. 130. Google grants
  131. 131. maybe an app
  132. 132. use existing web resources </li></ul>http://www.google.com/grants/<br />
  133. 133. http://www.justmeans.com/<br />http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top<br />Wide range of leading companies<br />Can “follow” <br />About 40% US & Canada, 35% UK, 25% other. 500,000+ unique visitors (2008)<br />
  134. 134. http://www.developmentcrossing.com/<br />http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top<br />Can create & share personal profile information on events & career opportunities. <br />
  135. 135. http://www.businessfightspoverty.org/<br />http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top<br />can set up your own page<br />interactive map with case studies<br />(nothing in SE Asia!)<br />podcast series<br />
  136. 136. http://www.tigweb.org/<br />http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top<br />Taking It Global<br />almost 250,000 members, in 269 countries and 1169 schools. <br /><ul><li>create your own page
  137. 137. access resources
  138. 138. sign petitions
  139. 139. download action guides
  140. 140. make lifestyle resolutions
  141. 141. use educator resources
  142. 142. how-to guides for community organizers</li></li></ul><li>http://my.socialactions.com/<br />Can find & can post ideas<br />Vote ideas up & down<br />
  143. 143. Digital = Global<br />Digital = Communication<br />Digital = Different<br />To Do List<br />Thanks…<br />
  144. 144. Trying to control, or even manage, your online reputation is becoming increasingly difficult. <br />And much like the fight by big labels against the illegal sharing of music, it will soon become pointless to even try. <br />It’s time we all just give up on the small fights and become moreaccepting of the indiscretions of our fellow humans<br />Michael Arrington<br />Founder & Co-editor TechCrunch<br />http://techcrunch.com/2010/03/28/reputation-is-dead-its-time-to-overlook-our-indiscretions/<br />“<br />
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