An anthropological view on digital

  • 596 views
Uploaded on

 

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
596
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
50
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide















































































Transcript

  • 1. An Anthropological View of Digital Hyper Island Master Class New York, July 21 Per Håkansson
  • 2. About the massive change in how we behave in our lives and how we interact with other people.
  • 3. Per
  • 4. Per
  • 5. Per
  • 6. Per
  • 7. Per
  • 8. Per
  • 9. Per
  • 10. Per
  • 11. Per
  • 12. Per
  • 13. My Digital Story [Innovation, productivity and freedom.]
  • 14. I do everything digital. Well, almost everything.
  • 15. Work. Play. Study. Shop. Keep in touch with family and friends. Meet new people. Express myself. Share family experiences. Plan my social and exploratory life.
  • 16. Checking emails, RSS feeds and Facebook.
  • 17. Prioritize and smarter usage.
  • 18. Connecting with team members.
  • 19. Bursty work and sprints.
  • 20. Spotify - paying for access, not ads.
  • 21. Most prestigious Universities in the world.
  • 22. Right now I’m attending Stanford University. Go Cardinals!
  • 23. Knock, knock... real food!
  • 24. Lunch. MTB. Siesta.
  • 25. Researching. Reading. Connecting dots.
  • 26. Checking inbox. For any message.
  • 27. Commenting. Sharing. Collaborating. Helping.
  • 28. Mobile check-in.
  • 29. First Dexter then sweet dreams of the fries at The Spotted Pig. Boarding.
  • 30. No mail, No TV, no landline, no newspapers and no magazines (only Monocle).
  • 31. How do you market products and services successfully to an elusive person like me? Only available via social networks and media.
  • 32. Sooo... How did the future catch up so fast? Hard to imagine it just started 15 years ago.
  • 33. YESTERDAY [Chronological Evolution.]
  • 34. Four Simple Messages: 1. Every year there is a new killer app that changes the internet 2. The difference between the internet and previous media is software versus hardware 3. Once we think we get the internet, it changes and morphs into something new 4. Ideas that failed in the past might succeed in the near future (location-based services)
  • 35. Global Internet Growth 1994-2010 Web 1.0 Web 2.0 Web 3.0 2000 1500 1000 500 0 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 Internet Users (MM)
  • 36. 1994 ::: 1 Million Traveling back to 1994. Green Day had just released Dookie and Marc Andreessen Netscape 1.0.
  • 37. 1995 ::: 16 Million “David and Jerry’s Guide to the World Wide Web” was created. It was later renamed Yahoo!.
  • 38. 1996 ::: 36 Million Hotmail. ICQ. Viral marketing.
  • 39. 1997 ::: 70 Million Communities.
  • 40. 1998 ::: 147 Million E-Commerce.
  • 41. 1999 ::: 248 Million Broadcast. Audio and video. Tivo. Digital photography. The Cluetrain manifesto.
  • 42. 2000 ::: 361 Million Google introduces keyword ads. A new business model.
  • 43. 2001 ::: 513 Million Wikipedia [The collective power of many people making small contributions amassing in something huge.]
  • 44. 2002 ::: 587 Million
  • 45. 2003 ::: 719 Million
  • 46. 2004 ::: 817 Million
  • 47. 2005 ::: 1,018 Million
  • 48. 2006 ::: 1,093 Million
  • 49. 2007 ::: 1,319 Million Twitter. Kindle.
  • 50. 2008 ::: 1,574 Million 5,000,000,000 downloads to date.
  • 51. 2009 ::: 1,802 Million
  • 52. 2010 ::: 2,000 Million
  • 53. Global Internet Growth 1994-2010 Web 1.0 Web 2.0 Web 3.0 2000 Portable & Anonymous & Private Personal & Public Mobile 1500 1000 500 0 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 Internet Users (MM)
  • 54. CHANGE • From zero to 2,000,000,000 online world wide • From Luddites to savvy Net Generation • From low-speed modems to high speed mobile broadband • From marked up content sites to software applications • From connecting content to connecting people • From geek and counterculture to mainstream • From bleeding dotcoms to trillion dollar ecosystem • From consumption to participatory prosuming • From dialing up to always connected - anywhere • From moving atoms to moving bits
  • 55. BEHAVIOR • We search to learn, shop, understand and connect • We want unlimited access anytime from anywhere • We share thoughts, experiences and content • We demand great user experience and service • We like simpler, user-friendly and well designed • We want a seamless, customized realtime experience • We expect free but are willing to pay digital prices
  • 56. TODAY [The people-centric, transparent, meritocratic, authentic, social and mobile web.]
  • 57. 500 Million
  • 58. Mike Arauz @ Undercurrent
  • 59. “Markets are conversations.” THE CLUETRAIN MANIFESTO 1999
  • 60. It’s about connections, conversations, relationships and trust.
  • 61. Who do you trust?
  • 62. 90% of consumers trust recommendations from people they know, 70% trust online consumer reviews and 70% trust brand sites.
  • 63. The consumer is dead. Say hello to the prosumer.
  • 64. Results: • 180+ videos generated 35MM video views in 7 days • Most viewed channel on YouTube last week • 94,000 followers on Twitter • 630,000 “Likes” on Facebook
  • 65. The cost of media: nothing.
  • 66. Feed the virus: 1. Create a persona that is strong and on point 2. Seed social networks with invitations to connect 3. Engaged the engaged, famous and influencers 4. Personalize the response and people will compete for inclusion 5. Make it episodic and easy to share 6. Keep the videos simple and short 7. Promote it with tie-ins offline
  • 67. Pros: Anytime Great UI Cross-platform Great library Ad scheduling choice Cons: Delayed availability Ads in Hulu Plus No personal data leverage Only US IP
  • 68. Think digitally. Experiment. Fail fast. Learn. Start over.
  • 69. Q & Lives in Silicon Valley but works globally. A +1 415 347 5520 per.hakansson@gmail.com http://www.linkedin.com/in/perhakansson http://www.twitter.com/perhakansson http://www.perhakansson.com http://www.slideshare.com/perhakansson