Internet Culture and social media - lecture at AU

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  • 1. Internet Culture andsocial mediaPresentation | IC ICSM20 Internet Cultures and Social MediaMartin Sønderlev Christensen, PhDManaging Partner Socialsquaremartin@socialsquare.dkTwitter @nowuseit
  • 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. 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. Social media strategiesCommunity buildingCitizen involvementUserled innovationSocial enterpriseSocial mobile apps
  • 5. We work withSocial design People Platforms Process
  • 6. Today’s message:before social media:Internet culture vs. real world culturenow with social media:Internet = culture
  • 7. Vague, but exiting!
  • 8. It’s getting realand it’s getting powerful!
  • 9. (Image: Reuters)
  • 10. 14
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  • 17. 27
  • 18. 28
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  • 20. 30
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  • 23. 33
  • 24. 35http://www.flickr.com/photos/sharky_rol/1213066131/sizes/o/
  • 25. 36
  • 26. BrugereMis-brugereMed-brugereMed-skabereProdusage 38
  • 27. 39
  • 28. 41
  • 29. Paradigm Convergens -> <-NETWORK SOCIETY NETWORKED PEOPLE Social 20. århundrede 21. århundredeTECHNICAL PARADIGM CULTURAL PARADIGM
  • 30. Why is this important toorganizations!?
  • 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. EXTERNALINTERNAL
  • 33. EXTERNALINTERNAL
  • 34. Social is no longersomething youchoose!!!
  • 35. Either you getdragged into it...
  • 36. ... or you chooseto jump. http://www.zootpatrol.com/wp-content/uploads/2010/11/stagedive.jpg
  • 37. It’s culture, alright.So get cultural.
  • 38. The indian kitchen is designed for social organizing
  • 39. Eventually...Everything that can be digital willbe digital.So..If it is digital it can be social!
  • 40. The price for being social digitallyis dropped to zero...That makes a hugh difference
  • 41. Loooong tailhigh Value CostLow Information
  • 42. Loooong tailHigh Value CostLow Information
  • 43. Loooong tailHigh Valuelow cost information
  • 44. The prize for not being social hasbecome very high
  • 45. Transparency and openness is nolonger something you can choose.
  • 46. Either you have a strategy, or youbecome part of someone elsestrategy
  • 47. ... It might even be unintended.
  • 48. How want’s to print a FREEencyclopedia?
  • 49. Institutionalized organizations andbusiness don’t change because theywant to, but because they must!!
  • 50. Social media is often interchangedwith general societal change!
  • 51. Generation Y is getting one dayolder each day.
  • 52. production distribution consumption
  • 53. everywhere all the timeproduction everybody distribution consumption
  • 54. 19
  • 55. Trebor Scholz http://collectivate.net
  • 56. Quality vs. ScalabilityScalability is the new quality
  • 57. The tools are now better outside theorganization, than inside theorganization.That’s really big...
  • 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. Work vs. Co-Work
  • 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. 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. By volume alone...Facebook is rethinkingmedia, democratizy,empowerment, organizations,business, privacy, identity ... and ...whatever!
  • 63. Some say it’s making us morestupid.
  • 64. They say that at lot...
  • 65. ... we do stupid things! 85
  • 66. but not because ofsocial media
  • 67. social media isan amplifier
  • 68. offline dating did notgo away because ofonline dating
  • 69. ... it became massive!making dating easierand more effective
  • 70. social media is not only amedia or a technology.moreover it’s a cultureon top of a culture...with a powerful platform
  • 71. Any culture is and will be amplifiedby the social web
  • 72. where are we at...
  • 73. Sharing with afew
  • 74. nichecommunities
  • 75. passion is king
  • 76. Social objects?
  • 77. Criiiiaaaouwd 100
  • 78. Flickrowd 101
  • 79. 102
  • 80. 400.000 registered users
  • 81. ikearowd 104
  • 82. Growd 105
  • 83. 106
  • 84. 107
  • 85. 110
  • 86. People build their own culture...What does this mean for business
  • 87. Expectations are high see more at http://socialsemantic.eu/
  • 88. Investments are still low
  • 89. Knowledge is weak
  • 90. Sporadic, no planning orresponsibility
  • 91. Run by few people
  • 92. why is that...?
  • 93. Corporations tend to focus moreon the media prior to the social
  • 94. social media is seen ascommunication and marketingprimarily
  • 95. Well...
  • 96. Just another Channel?
  • 97. Openness and transperency doesn’tsit well in communication or inmarketing department.
  • 98. Work vs. Communication->Work as Communicaiton
  • 99. Everyone worksEveryone communicate
  • 100. The tools communicate for us
  • 101. Social = productivitynew ways to work,collaborate, innovate,organise etc.
  • 102. the biggest challenge for 21.century organizations is theorganization
  • 103. this means... we shall not onlyengage in social media...
  • 104. ...rather we should askwhat can we adapt and learn fromthe social internet?
  • 105. The organization on the internet->The internet into the organizationen
  • 106. organization
  • 107. organizing
  • 108. Good enough is perfect
  • 109. Simple beats complex
  • 110. 140
  • 111. # @ rt <- wtf?
  • 112. 144
  • 113. The social organization must CO-CREATE COLLABORATE CONVERSATION SHARE
  • 114. New forms of work and production
  • 115. Crowdsourcing som ren forretning
  • 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. 150
  • 118. 151
  • 119. 152
  • 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. 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. Our customers don’t buy a car – they buy anownership experience
  • 123. What does it take...
  • 124. Be strategical...
  • 125. Leaders must put social on theagenda.Understand and encourage.
  • 126. Learn it, love it or live with it!
  • 127. Social needs to solve a problem orcover existing needs.
  • 128. Cultural change. Open must bedefault and sharing should bepossible
  • 129. It have to be bottom-up drivenwith support from themanagement
  • 130. It needs to create value!
  • 131. Supported by Guidelines,governance and rules ofengagement.
  • 132. It need to be on the budget.
  • 133. You need to experiment, learn anditerate.
  • 134. Competences and education
  • 135. Don’t call it social media!
  • 136. Call it what it is..!Collaboration, conversation,knowledge sharing etc.
  • 137. and remember...
  • 138. Guns dont kill people, people do.
  • 139. Social media dont makeorganizations social, people do. By Thom Shannon
  • 140. socialsquare.dk-> whitepapers
  • 141. Thanks!Martin Sønderlev Christensenmartin@socialsquare.dk3119 1769Twitter @nowuseit