Internet Culture andsocial mediaPresentation | IC ICSM20 Internet Cultures and Social MediaMartin Sønderlev Christensen, P...
Martin Sønderlev ChristensenManaging PartnerConceptual, strategic andcreative directionPhD Social Computing,IT University ...
Socialsquare is a leading social agency adding value tocompanies by making participation happen.We do strategies, concepts...
Social media strategiesCommunity buildingCitizen involvementUserled innovationSocial enterpriseSocial mobile apps
We work withSocial design           People                Platforms        Process
Today’s message:before social media:Internet culture vs. real world culturenow with social media:Internet = culture
Vague, but exiting!
It’s getting realand it’s getting powerful!
(Image: Reuters)
14
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20
22
23
24
27
28
29
30
31
32
33
35http://www.flickr.com/photos/sharky_rol/1213066131/sizes/o/
36
BrugereMis-brugereMed-brugereMed-skabereProdusage              38
39
41
Paradigm Convergens                     -> <-NETWORK SOCIETY               NETWORKED PEOPLE                     Social  20...
Why is this important toorganizations!?
...the world is becoming too fast, toocomplex and too networked for anycompany to have all the answersinside.Yochai Benkle...
EXTERNALINTERNAL
EXTERNALINTERNAL
Social is no longersomething youchoose!!!
Either you getdragged into it...
... or you chooseto jump.                    http://www.zootpatrol.com/wp-content/uploads/2010/11/stagedive.jpg
It’s culture, alright.So get cultural.
The indian kitchen is designed for social organizing
Eventually...Everything that can be digital willbe digital.So..If it is digital it can be social!
The price for being social digitallyis dropped to zero...That makes a hugh difference
Loooong tailhigh  Value                          CostLow            Information
Loooong tailHigh  Value                          CostLow            Information
Loooong tailHigh  Valuelow                       cost            information
The prize for not being social hasbecome very high
Transparency and openness is nolonger something you can choose.
Either you have a strategy, or youbecome part of someone elsestrategy
... It might even be unintended.
How want’s to print a FREEencyclopedia?
Institutionalized organizations andbusiness don’t change because theywant to, but because they must!!
Social media is often interchangedwith general societal change!
Generation Y is getting one dayolder each day.
production    distribution         consumption
everywhere                          all the timeproduction                 everybody    distribution         consumption
19
Trebor Scholz http://collectivate.net
Quality vs. ScalabilityScalability is the new quality
The tools are now better outside theorganization, than inside theorganization.That’s really big...
71% agree that it is easier to locate"knowledge" on theweb than to find it within theirinternal systems.AIIM Industry Watch...
Work vs. Co-Work
If you look five yearsout, every industryis going to berethought in a socialway, You can remakewhole industries.That’s the ...
FACEBOOK500 Million active users50% log on each day35 Million updates everyday3 Billion photos and videos uploaded each mo...
By volume alone...Facebook is rethinkingmedia, democratizy,empowerment, organizations,business, privacy, identity ... and ...
Some say it’s making us morestupid.
They say that at lot...
... we do stupid things!                           85
but not because ofsocial media
social media isan amplifier
offline dating did notgo away because ofonline dating
... it became massive!making dating easierand more effective
social media is not only amedia or a technology.moreover it’s a cultureon top of a culture...with a powerful platform
Any culture is and will be amplifiedby the social web
where are we at...
Sharing with afew
nichecommunities
passion is king
Social objects?
Criiiiaaaouwd                100
Flickrowd            101
102
400.000 registered users
ikearowd           104
Growd        105
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107
110
People build their own culture...What does this mean for business
Expectations are high                   see more at http://socialsemantic.eu/
Investments are still low
Knowledge is weak
Sporadic, no planning orresponsibility
Run by few people
why is that...?
Corporations tend to focus moreon the media prior to the social
social media is seen ascommunication and marketingprimarily
Well...
Just another Channel?
Openness and transperency doesn’tsit well in communication or inmarketing department.
Work vs. Communication->Work as Communicaiton
Everyone worksEveryone communicate
The tools communicate for us
Social = productivitynew ways to work,collaborate, innovate,organise etc.
the biggest challenge for 21.century organizations is theorganization
this means... we shall not onlyengage in social media...
...rather we should askwhat can we adapt and learn fromthe social internet?
The organization on the internet->The internet into the organizationen
organization
organizing
Good enough is perfect
Simple beats complex
140
# @ rt   <- wtf?
144
The social organization must  CO-CREATE  COLLABORATE CONVERSATION  SHARE
New forms of work and production
Crowdsourcing som ren forretning
“Deloitte got 1500 taglines inlast 24 hours using Yammer.”Deloitte leveraged the power of itscollective employee base to g...
150
151
152
We work with thousands of innovatorsaround the world. In fact, more than 50percent of our product initiatives involvesigni...
Peer production is about more than sittingdown and having a nice conversation... Itsabout harnessing a new mode ofproducti...
Our customers don’t buy a car – they buy anownership experience
What does it take...
Be strategical...
Leaders must put social on theagenda.Understand and encourage.
Learn it, love it or live with it!
Social needs to solve a problem orcover existing needs.
Cultural change. Open must bedefault and sharing should bepossible
It have to be bottom-up drivenwith support from themanagement
It needs to create value!
Supported by Guidelines,governance and rules ofengagement.
It need to be on the budget.
You need to experiment, learn anditerate.
Competences and education
Don’t call it social media!
Call it what it is..!Collaboration, conversation,knowledge sharing etc.
and remember...
Guns dont kill people, people do.
Social media dont makeorganizations social, people do.  By Thom Shannon
socialsquare.dk-> whitepapers
Thanks!Martin Sønderlev Christensenmartin@socialsquare.dk3119 1769Twitter @nowuseit
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
Internet Culture and social media - lecture at AU
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Internet Culture and social media - lecture at AU

  1. 1. Internet Culture andsocial mediaPresentation | IC ICSM20 Internet Cultures and Social MediaMartin Sønderlev Christensen, PhDManaging Partner Socialsquaremartin@socialsquare.dkTwitter @nowuseit
  2. 2. Martin Sønderlev ChristensenManaging PartnerConceptual, strategic andcreative directionPhD Social Computing,IT University of CopenhagenExternal Lekcor @ The IT University of CopenhagenCensor at media- and informations scienceTwitter: @nowuseit
  3. 3. Socialsquare is a leading social agency adding value tocompanies by making participation happen.We do strategies, concepts and social design.We do insight, audits and reviewsWe also build, educate and execute. seriously social since 2005
  4. 4. Social media strategiesCommunity buildingCitizen involvementUserled innovationSocial enterpriseSocial mobile apps
  5. 5. We work withSocial design People Platforms Process
  6. 6. Today’s message:before social media:Internet culture vs. real world culturenow with social media:Internet = culture
  7. 7. Vague, but exiting!
  8. 8. It’s getting realand it’s getting powerful!
  9. 9. (Image: Reuters)
  10. 10. 14
  11. 11. 17
  12. 12. 19
  13. 13. 20
  14. 14. 22
  15. 15. 23
  16. 16. 24
  17. 17. 27
  18. 18. 28
  19. 19. 29
  20. 20. 30
  21. 21. 31
  22. 22. 32
  23. 23. 33
  24. 24. 35http://www.flickr.com/photos/sharky_rol/1213066131/sizes/o/
  25. 25. 36
  26. 26. BrugereMis-brugereMed-brugereMed-skabereProdusage 38
  27. 27. 39
  28. 28. 41
  29. 29. Paradigm Convergens -> <-NETWORK SOCIETY NETWORKED PEOPLE Social 20. århundrede 21. århundredeTECHNICAL PARADIGM CULTURAL PARADIGM
  30. 30. Why is this important toorganizations!?
  31. 31. ...the world is becoming too fast, toocomplex and too networked for anycompany to have all the answersinside.Yochai Benkler.Yale Universityfrom The Wealth of Networks
  32. 32. EXTERNALINTERNAL
  33. 33. EXTERNALINTERNAL
  34. 34. Social is no longersomething youchoose!!!
  35. 35. Either you getdragged into it...
  36. 36. ... or you chooseto jump. http://www.zootpatrol.com/wp-content/uploads/2010/11/stagedive.jpg
  37. 37. It’s culture, alright.So get cultural.
  38. 38. The indian kitchen is designed for social organizing
  39. 39. Eventually...Everything that can be digital willbe digital.So..If it is digital it can be social!
  40. 40. The price for being social digitallyis dropped to zero...That makes a hugh difference
  41. 41. Loooong tailhigh Value CostLow Information
  42. 42. Loooong tailHigh Value CostLow Information
  43. 43. Loooong tailHigh Valuelow cost information
  44. 44. The prize for not being social hasbecome very high
  45. 45. Transparency and openness is nolonger something you can choose.
  46. 46. Either you have a strategy, or youbecome part of someone elsestrategy
  47. 47. ... It might even be unintended.
  48. 48. How want’s to print a FREEencyclopedia?
  49. 49. Institutionalized organizations andbusiness don’t change because theywant to, but because they must!!
  50. 50. Social media is often interchangedwith general societal change!
  51. 51. Generation Y is getting one dayolder each day.
  52. 52. production distribution consumption
  53. 53. everywhere all the timeproduction everybody distribution consumption
  54. 54. 19
  55. 55. Trebor Scholz http://collectivate.net
  56. 56. Quality vs. ScalabilityScalability is the new quality
  57. 57. The tools are now better outside theorganization, than inside theorganization.That’s really big...
  58. 58. 71% agree that it is easier to locate"knowledge" on theweb than to find it within theirinternal systems.AIIM Industry Watch Collaboration andEnterprise 2.0, 2009
  59. 59. Work vs. Co-Work
  60. 60. If you look five yearsout, every industryis going to berethought in a socialway, You can remakewhole industries.That’s the big thing.”http://www.ft.com/cms/s/2/57933bb8-fcd9-11df-ae2d-00144feab49a.html#ixzz18HJBsEbh
  61. 61. FACEBOOK500 Million active users50% log on each day35 Million updates everyday3 Billion photos and videos uploaded each month3,5 Million events created each month20 Million people becomes fans of Pages each dayAvarge user has 130 freinds
  62. 62. By volume alone...Facebook is rethinkingmedia, democratizy,empowerment, organizations,business, privacy, identity ... and ...whatever!
  63. 63. Some say it’s making us morestupid.
  64. 64. They say that at lot...
  65. 65. ... we do stupid things! 85
  66. 66. but not because ofsocial media
  67. 67. social media isan amplifier
  68. 68. offline dating did notgo away because ofonline dating
  69. 69. ... it became massive!making dating easierand more effective
  70. 70. social media is not only amedia or a technology.moreover it’s a cultureon top of a culture...with a powerful platform
  71. 71. Any culture is and will be amplifiedby the social web
  72. 72. where are we at...
  73. 73. Sharing with afew
  74. 74. nichecommunities
  75. 75. passion is king
  76. 76. Social objects?
  77. 77. Criiiiaaaouwd 100
  78. 78. Flickrowd 101
  79. 79. 102
  80. 80. 400.000 registered users
  81. 81. ikearowd 104
  82. 82. Growd 105
  83. 83. 106
  84. 84. 107
  85. 85. 110
  86. 86. People build their own culture...What does this mean for business
  87. 87. Expectations are high see more at http://socialsemantic.eu/
  88. 88. Investments are still low
  89. 89. Knowledge is weak
  90. 90. Sporadic, no planning orresponsibility
  91. 91. Run by few people
  92. 92. why is that...?
  93. 93. Corporations tend to focus moreon the media prior to the social
  94. 94. social media is seen ascommunication and marketingprimarily
  95. 95. Well...
  96. 96. Just another Channel?
  97. 97. Openness and transperency doesn’tsit well in communication or inmarketing department.
  98. 98. Work vs. Communication->Work as Communicaiton
  99. 99. Everyone worksEveryone communicate
  100. 100. The tools communicate for us
  101. 101. Social = productivitynew ways to work,collaborate, innovate,organise etc.
  102. 102. the biggest challenge for 21.century organizations is theorganization
  103. 103. this means... we shall not onlyengage in social media...
  104. 104. ...rather we should askwhat can we adapt and learn fromthe social internet?
  105. 105. The organization on the internet->The internet into the organizationen
  106. 106. organization
  107. 107. organizing
  108. 108. Good enough is perfect
  109. 109. Simple beats complex
  110. 110. 140
  111. 111. # @ rt <- wtf?
  112. 112. 144
  113. 113. The social organization must CO-CREATE COLLABORATE CONVERSATION SHARE
  114. 114. New forms of work and production
  115. 115. Crowdsourcing som ren forretning
  116. 116. “Deloitte got 1500 taglines inlast 24 hours using Yammer.”Deloitte leveraged the power of itscollective employee base to gathertaglines for a campaign and unlockhidden value in its organization.Deloitte saved time and money by nothaving to hire an outside advertisingfirm.Employees felt engaged and built teamcamaraderie through collaboration.Different departments discussedsimilar topics, but surfaced and shareddifferent ideas.­­Peter Williams,CEO of DeloitteDigital AU
  117. 117. 150
  118. 118. 151
  119. 119. 152
  120. 120. We work with thousands of innovatorsaround the world. In fact, more than 50percent of our product initiatives involvesignificant collaboration with innovatorsoutside of P&G.Bruce BrownCTO, Proctor & Gamble
  121. 121. Peer production is about more than sittingdown and having a nice conversation... Itsabout harnessing a new mode ofproduction to take innovation and wealthcreation to new levels.– Eric Schmidt, Google CEO talkscrowdsourcing in Don Tapscott’s Wikinomics,2007
  122. 122. Our customers don’t buy a car – they buy anownership experience
  123. 123. What does it take...
  124. 124. Be strategical...
  125. 125. Leaders must put social on theagenda.Understand and encourage.
  126. 126. Learn it, love it or live with it!
  127. 127. Social needs to solve a problem orcover existing needs.
  128. 128. Cultural change. Open must bedefault and sharing should bepossible
  129. 129. It have to be bottom-up drivenwith support from themanagement
  130. 130. It needs to create value!
  131. 131. Supported by Guidelines,governance and rules ofengagement.
  132. 132. It need to be on the budget.
  133. 133. You need to experiment, learn anditerate.
  134. 134. Competences and education
  135. 135. Don’t call it social media!
  136. 136. Call it what it is..!Collaboration, conversation,knowledge sharing etc.
  137. 137. and remember...
  138. 138. Guns dont kill people, people do.
  139. 139. Social media dont makeorganizations social, people do. By Thom Shannon
  140. 140. socialsquare.dk-> whitepapers
  141. 141. Thanks!Martin Sønderlev Christensenmartin@socialsquare.dk3119 1769Twitter @nowuseit
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