THE  CONTRADICTIONS  OF  SOCIAL MEDIA <ul><li>Bob Rapp, Head of Communities at Vodafone </li></ul>
THE PAST <ul><li>One-to-Many Communications </li></ul>THE PRESENT Cross-casting
THE PAST <ul><li>One-to-Many Communications </li></ul>
http://www.flickr.com/photos/pinkmoose/2781111584/
http://www.flickr.com/photos/aaronescobar/2170448724/
 
<ul><li>One-to-Many Communications </li></ul>THE PRESENT Cross-casting
http://www.flickr.com/photos/jurvetson/916142/ The  Explosion  of the Internet and Media Channels
http://en.wikipedia.org/wiki/Internet_censorship & Reporters Without Borders
 
…  At the same time it’s getting increasingly difficult to reach consumers through mass media 1960s: Mass media matures 20...
 
Social media  /ˈsəʊ.ʃəlˈmiː.di.ə/  ,  n.  1.  media designed to be disseminated through social interaction, created using ...
Social media  /ˈsəʊ.ʃəlˈmiː.di.ə/  ,  n.  1.  media designed to be disseminated through social interaction, created using ...
= CROSS-CASTING
CROSS-CASTING  POWERS THE WAY DECISIONS ARE MADE <ul><li>Here comes a new generation </li></ul>
http://www.flickr.com/photos/juhansonin/1778188040/sizes/l/ Didn’t u see mah tweets?  Itz Ninja, nor pirates!
REMEMBER, WITH GREAT POWER, COMES GREAT  RESPONSIBILITIES
THE INTERNET NEVER HURTS. IT’S  VIRTUAL . REALLY ?
Isaac Asimov’s First Law of Robotics A robot may not injure a human being ,  or, through inaction, allow a human being to ...
THE GOOD THE  EVIL
THE GOOD
 
 
 
 
THE  EVIL
 
What do these women have in  common ?
 
 
 
CROSS-CASTING  =  POWER + RESPONSIBILITY <ul><li>In sum, </li></ul>
When there are  People
http://www.flickr.com/photos/jurvetson/2487910168/
There are  Laws  and  Order
 
Code of Ethics for the  People
 
Codes of Order for  Technologies
 
Codes of Ethics for  Social Media?
http://tjcnyc.files.wordpress.com/2008/08/social_mess_big.jpg
It’s messy.  But we can try  Today .
Do no  evil
Be  Honest
Don’t  Hide
Walk  Softly  on Earth
How are we  doing ?
World’s  largest  mobile operator by revenues >315m  customers around the world Total  communications strategy
 
 
Open  API
Can we do  better ?
Bob Rapp [email_address] [email_address] [email_address] [email_address] +44.7825111999 @bobrapp
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Webstock Bob Rapp

  1. 1. THE CONTRADICTIONS OF SOCIAL MEDIA <ul><li>Bob Rapp, Head of Communities at Vodafone </li></ul>
  2. 2. THE PAST <ul><li>One-to-Many Communications </li></ul>THE PRESENT Cross-casting
  3. 3. THE PAST <ul><li>One-to-Many Communications </li></ul>
  4. 4. http://www.flickr.com/photos/pinkmoose/2781111584/
  5. 5. http://www.flickr.com/photos/aaronescobar/2170448724/
  6. 7. <ul><li>One-to-Many Communications </li></ul>THE PRESENT Cross-casting
  7. 8. http://www.flickr.com/photos/jurvetson/916142/ The Explosion of the Internet and Media Channels
  8. 9. http://en.wikipedia.org/wiki/Internet_censorship & Reporters Without Borders
  9. 11. … At the same time it’s getting increasingly difficult to reach consumers through mass media 1960s: Mass media matures 2000s: Mass media seize to exist TV channels per home: 5.7 Radio stations: 4,400 Magazine titles: 8,400 TV channels per home: 82.4 Radio stations: 13,500 Magazine titles: 17,300 Pages indexed by Google: 1 trillion Internet broadcast stations: 25,000+
  10. 13. Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues ( many to many ). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media
  11. 14. Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues ( many to many ). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media
  12. 15. = CROSS-CASTING
  13. 16. CROSS-CASTING POWERS THE WAY DECISIONS ARE MADE <ul><li>Here comes a new generation </li></ul>
  14. 17. http://www.flickr.com/photos/juhansonin/1778188040/sizes/l/ Didn’t u see mah tweets? Itz Ninja, nor pirates!
  15. 18. REMEMBER, WITH GREAT POWER, COMES GREAT RESPONSIBILITIES
  16. 19. THE INTERNET NEVER HURTS. IT’S VIRTUAL . REALLY ?
  17. 20. Isaac Asimov’s First Law of Robotics A robot may not injure a human being , or, through inaction, allow a human being to come to harm. http://www.flickr.com/photos/striatic/1276095/
  18. 21. THE GOOD THE EVIL
  19. 22. THE GOOD
  20. 27. THE EVIL
  21. 29. What do these women have in common ?
  22. 33. CROSS-CASTING = POWER + RESPONSIBILITY <ul><li>In sum, </li></ul>
  23. 34. When there are People
  24. 35. http://www.flickr.com/photos/jurvetson/2487910168/
  25. 36. There are Laws and Order
  26. 38. Code of Ethics for the People
  27. 40. Codes of Order for Technologies
  28. 42. Codes of Ethics for Social Media?
  29. 43. http://tjcnyc.files.wordpress.com/2008/08/social_mess_big.jpg
  30. 44. It’s messy. But we can try Today .
  31. 45. Do no evil
  32. 46. Be Honest
  33. 47. Don’t Hide
  34. 48. Walk Softly on Earth
  35. 49. How are we doing ?
  36. 50. World’s largest mobile operator by revenues >315m customers around the world Total communications strategy
  37. 53. Open API
  38. 54. Can we do better ?
  39. 55. Bob Rapp [email_address] [email_address] [email_address] [email_address] +44.7825111999 @bobrapp
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