THE SOCIAL NETWORK
IN YOUR POCKET
Off-line experiences playing by online rules
Digital technology has
rapidly transformed the
way we live.

                   2009 MIKE ARAUZ // 2
The way we
communicate.




               2009 MIKE ARAUZ // 3
The way we
get information.




                   2009 MIKE ARAUZ // 4
The way we
organize social action.




                   2009 MIKE ARAUZ // 5
The way we
entertain ourselves.




                   2009 MIKE ARAUZ // 6
The way we
document our lives.




                  2009 MIKE ARAUZ // 7
SOCIAL!?


           2009 MIKE ARAUZ // 8
EMAIL
  FACEBOOK             BLOGS


                          SOCIAL
TWITTER                 BOOKMARK


   YOUTUBE       ...
Haven’t we always
been social?


          (Some of us more so than others.)




                                      200...
MY
       IDENTITY




 MY                 MY
ROLE              FRIENDS



                            2009 MIKE ARAUZ // ...
IMPLICIT   EXPLICIT


              2009 MIKE ARAUZ // 12
Experiences are spread
deliberately in this
social environment.

                 2009 MIKE ARAUZ // 13
WHY WE SHARE:
                                         DEFINE OUR
   STRENGTHEN                                           ...
WHY WE SHARE:
                                         DEFINE OUR
   STRENGTHEN                                           ...
WHY WE SHARE:
                                         DEFINE OUR
   STRENGTHEN                                           ...
WHY WE SHARE:
                                         DEFINE OUR
   STRENGTHEN                                           ...
How do you design
experiences that spread?

                   2009 MIKE ARAUZ // 18
Know the
community.

             2009 MIKE ARAUZ // 19
Understand
their desires.

                 2009 MIKE ARAUZ // 20
Give them the
tools to share
the experience.

                  2009 MIKE ARAUZ // 21
You thought the internet
changed quickly...
you should see mobile.

                   2009 MIKE ARAUZ // 22
Years to reach +50MM internet users:
50 MM USERS

                                                    DESKTOP
    MOBILE I...
Number of people using social network
sites on mobile devices:



         6.4 MM                                         ...
% of mobile web users who post status
updates via Twitter or another service:



            11%                          ...
Over 65 million people
use Facebook on their
mobile devices, that’s
26% of all users.
Source: http://blog.facebook.com/blo...
Mobile technology
is making
all experiences
digital and social.
                      2009 MIKE ARAUZ // 27
OFF LINE
REAL-WORLD
  IN STORE
     IRL
MEATSPACE
              2009 MIKE ARAUZ // 28
New rules
apply.

    2009 MIKE ARAUZ // 29
ONLINE
SOCIAL MEDIA
   WEB 2.0
 CYBERSPACE
  ON SCREEN
           2009 MIKE ARAUZ // 30
New challenges and
opportunities await.




                  2009 MIKE ARAUZ // 31
Mobile Location-based Apps:




                         2009 MIKE ARAUZ // 32
2009 MIKE ARAUZ // 33
2009 MIKE ARAUZ // 34
2009 MIKE ARAUZ // 35
2009 MIKE ARAUZ // 36
2009 MIKE ARAUZ // 37
2009 MIKE ARAUZ // 38
Mobile Augmented Reality:




                        2009 MIKE ARAUZ // 39
2009 MIKE ARAUZ // 40
Augmented ID




Source: http://www.tat.se
                             2009 MIKE ARAUZ // 41
Mobile Social Network Concepts:

                                Social
                               Tagging




Facial
...
Where do we go
from here?




                 2009 MIKE ARAUZ // 43
Every experience
should be designed to
spread through a digital
social network.
                   2009 MIKE ARAUZ // 44
What community will
spread this experience?

                  2009 MIKE ARAUZ // 45
How will this
experience serve
the shared desires
of the community?
                     2009 MIKE ARAUZ // 46
Are we providing the
community with the
right tools to spread
this experience?
                   2009 MIKE ARAUZ // 47
THANK YOU.
Mike Arauz, Strategist at Undercurrent
blog: www.mikearauz.com
twitter: @mikearauz
email: him@mikearauz.com
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Social Network In Your Pocket

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As our social network sharing behaviors become more integrated into our mobile experiences, it is increasingly necessary to design what we've previously called "off line" experiences to spread online.

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Social Network In Your Pocket

  1. 1. THE SOCIAL NETWORK IN YOUR POCKET Off-line experiences playing by online rules
  2. 2. Digital technology has rapidly transformed the way we live. 2009 MIKE ARAUZ // 2
  3. 3. The way we communicate. 2009 MIKE ARAUZ // 3
  4. 4. The way we get information. 2009 MIKE ARAUZ // 4
  5. 5. The way we organize social action. 2009 MIKE ARAUZ // 5
  6. 6. The way we entertain ourselves. 2009 MIKE ARAUZ // 6
  7. 7. The way we document our lives. 2009 MIKE ARAUZ // 7
  8. 8. SOCIAL!? 2009 MIKE ARAUZ // 8
  9. 9. EMAIL FACEBOOK BLOGS SOCIAL TWITTER BOOKMARK YOUTUBE REVIEWS WIKIPEDIA 2009 MIKE ARAUZ // 9
  10. 10. Haven’t we always been social? (Some of us more so than others.) 2009 MIKE ARAUZ // 10
  11. 11. MY IDENTITY MY MY ROLE FRIENDS 2009 MIKE ARAUZ // 11
  12. 12. IMPLICIT EXPLICIT 2009 MIKE ARAUZ // 12
  13. 13. Experiences are spread deliberately in this social environment. 2009 MIKE ARAUZ // 13
  14. 14. 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 // 14
  15. 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 // 15
  16. 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 2009 MIKE ARAUZ // 16
  17. 17. 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 // 17
  18. 18. How do you design experiences that spread? 2009 MIKE ARAUZ // 18
  19. 19. Know the community. 2009 MIKE ARAUZ // 19
  20. 20. Understand their desires. 2009 MIKE ARAUZ // 20
  21. 21. Give them the tools to share the experience. 2009 MIKE ARAUZ // 21
  22. 22. You thought the internet changed quickly... you should see mobile. 2009 MIKE ARAUZ // 22
  23. 23. 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 2009 MIKE ARAUZ // 23
  24. 24. 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/ 2009 MIKE ARAUZ // 24
  25. 25. % 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 2009 MIKE ARAUZ // 25
  26. 26. 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 2009 MIKE ARAUZ // 26
  27. 27. Mobile technology is making all experiences digital and social. 2009 MIKE ARAUZ // 27
  28. 28. OFF LINE REAL-WORLD IN STORE IRL MEATSPACE 2009 MIKE ARAUZ // 28
  29. 29. New rules apply. 2009 MIKE ARAUZ // 29
  30. 30. ONLINE SOCIAL MEDIA WEB 2.0 CYBERSPACE ON SCREEN 2009 MIKE ARAUZ // 30
  31. 31. New challenges and opportunities await. 2009 MIKE ARAUZ // 31
  32. 32. Mobile Location-based Apps: 2009 MIKE ARAUZ // 32
  33. 33. 2009 MIKE ARAUZ // 33
  34. 34. 2009 MIKE ARAUZ // 34
  35. 35. 2009 MIKE ARAUZ // 35
  36. 36. 2009 MIKE ARAUZ // 36
  37. 37. 2009 MIKE ARAUZ // 37
  38. 38. 2009 MIKE ARAUZ // 38
  39. 39. Mobile Augmented Reality: 2009 MIKE ARAUZ // 39
  40. 40. 2009 MIKE ARAUZ // 40
  41. 41. Augmented ID Source: http://www.tat.se 2009 MIKE ARAUZ // 41
  42. 42. Mobile Social Network Concepts: Social Tagging Facial Recognition 2009 MIKE ARAUZ // 42
  43. 43. Where do we go from here? 2009 MIKE ARAUZ // 43
  44. 44. Every experience should be designed to spread through a digital social network. 2009 MIKE ARAUZ // 44
  45. 45. What community will spread this experience? 2009 MIKE ARAUZ // 45
  46. 46. How will this experience serve the shared desires of the community? 2009 MIKE ARAUZ // 46
  47. 47. Are we providing the community with the right tools to spread this experience? 2009 MIKE ARAUZ // 47
  48. 48. THANK YOU. Mike Arauz, Strategist at Undercurrent blog: www.mikearauz.com twitter: @mikearauz email: him@mikearauz.com
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