THE SOCIAL NETWORK
IN YOUR POCKET
Off-line experiences playing by online rules

Digital technology has
rapidly transformed the
way we live.
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The way we
communicate.
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The way we
get information.
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The way we
organize social action.
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The way we
entertain ourselves.
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The way we
document our lives.
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SOCIAL!?
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EMAIL
FACEBOOK BLOGS
SOCIAL
TWITTER BOOKMARK
YOUTUBE REVIEWS
WIKIPEDIA
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Haven’t we always
been social?
(Some of us more so than others.)
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MY
IDENTITY
MY MY
ROLE FRIENDS
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IMPLICIT EXPLICIT
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Experiences are spread
deliberately in this
social environment.
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WHY WE SHARE:
DEFINE OUR
STRENGTHEN GIVE ME
COLLECTIVE
MY BOND STATUS
IDENTITY
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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WHY WE SHARE:
DEFINE OUR
STRENGTHEN GIVE ME
COLLECTIVE
MY BOND STATUS
IDENTITY
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 15

WHY WE SHARE:
DEFINE OUR
STRENGTHEN GIVE ME
COLLECTIVE
MY BOND STATUS
IDENTITY
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 16

WHY WE SHARE:
DEFINE OUR
STRENGTHEN GIVE ME
COLLECTIVE
MY BOND STATUS
IDENTITY
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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How do you design
experiences that spread?
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Know the
community.
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Understand
their desires.
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Give them the
tools to share
the experience.
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You thought the internet
changed quickly...
you should see mobile.
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Years to reach +50MM internet users:
50 MM USERS
DESKTOP
MOBILE INTERNET - INTERNET
(IPHONE & IPOD TOUCH) (NETSCAPE)
YR 1 YR 2 YR 3 YR 4 YR 5
Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009
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Number of people using social network
sites on mobile devices:
6.4 MM 18.3 MM
JULY 2008 JULY 2009
Source: http://blog.nielsen.com/nielsenwire/online_mobile/global-mobile-strategies-for-growth/
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% of mobile web users who post status
updates via Twitter or another service:
11% 25%
APRIL 2009 OCTOBER 2009
Source: http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx
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Over 65 million people
use Facebook on their
mobile devices, that’s
26% of all users.
Source: http://blog.facebook.com/blog.php?post=129875017130
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Mobile technology
is making
all experiences
digital and social.
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OFF LINE
REAL-WORLD
IN STORE
IRL
MEATSPACE
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New rules
apply.
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ONLINE
SOCIAL MEDIA
WEB 2.0
CYBERSPACE
ON SCREEN
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New challenges and
opportunities await.
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Mobile Location-based Apps:
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Mobile Augmented Reality:
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Augmented ID
Source: http://www.tat.se
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Mobile Social Network Concepts:
Social
Tagging
Facial
Recognition
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Where do we go
from here?
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Every experience
should be designed to
spread through a digital
social network.
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What community will
spread this experience?
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How will this
experience serve
the shared desires
of the community?
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Are we providing the
community with the
right tools to spread
this experience?
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THANK YOU.
Mike Arauz, Strategist at Undercurrent
blog: www.mikearauz.com
twitter: @mikearauz
email: him@mikearauz.com