0
An Anthropological
  View of Digital
  Hyper Island Master Class
     New York, July 21
       Per Håkansson
About the massive change in how
we behave in our lives and how we
   interact with other people.
Per
Per
Per
Per
Per
Per
Per
Per
Per
Per
My Digital Story
  [Innovation, productivity and freedom.]
I do everything digital. Well, almost everything.
Work. Play. Study. Shop. Keep in touch with
family and friends. Meet new people. Express
  myself. Share family experience...
Checking emails, RSS feeds and Facebook.
Prioritize and smarter usage.
Connecting with team members.
Bursty work and sprints.
Spotify - paying for access, not ads.
Most prestigious Universities in the world.
Right now I’m attending Stanford University.
               Go Cardinals!
Knock, knock... real food!
Lunch. MTB. Siesta.
Researching. Reading.
  Connecting dots.
Checking inbox.
For any message.
Commenting. Sharing.
Collaborating. Helping.
Mobile check-in.
First Dexter then sweet dreams of
      the fries at The Spotted Pig.




Boarding.
No mail, No TV, no landline, no
newspapers and no magazines
       (only Monocle).
How do you market products and services
successfully to an elusive person like me? Only
   available via social networks a...
Sooo...
  How did the future catch
up so fast? Hard to imagine
it just started 15 years ago.
YESTERDAY
  [Chronological Evolution.]
Four Simple Messages:

1. Every year there is a new killer app that changes
  the internet
2. The difference between the i...
Global Internet Growth 1994-2010
                   Web 1.0                    Web 2.0             Web 3.0
2000



1500


...
1994 ::: 1 Million


  Traveling back to 1994.
Green Day had just released
Dookie and Marc Andreessen
       Netscape 1.0.
1995 ::: 16 Million




“David and Jerry’s Guide to the World Wide
Web” was created. It was later renamed Yahoo!.
1996 ::: 36 Million


        Hotmail. ICQ.
       Viral marketing.
1997 ::: 70 Million



         Communities.
1998 ::: 147 Million



          E-Commerce.
1999 ::: 248 Million


      Broadcast. Audio and
       video. Tivo. Digital
        photography. The
      Cluetrain man...
2000 ::: 361 Million




Google introduces keyword
ads. A new business model.
2001 ::: 513 Million


              Wikipedia
           [The collective power of
          many people making small
    ...
2002 ::: 587 Million
2003 ::: 719 Million
2004 ::: 817 Million
2005 ::: 1,018 Million
2006 ::: 1,093 Million
2007 ::: 1,319 Million




         Twitter. Kindle.
2008 ::: 1,574 Million



            5,000,000,000
          downloads to date.
2009 ::: 1,802 Million
2010 ::: 2,000 Million
Global Internet Growth 1994-2010
                   Web 1.0                    Web 2.0             Web 3.0
2000
          ...
CHANGE
• From zero to 2,000,000,000 online world wide
• From Luddites to savvy Net Generation
• From low-speed modems to h...
BEHAVIOR
• We search to learn, shop, understand and connect
• We want unlimited access anytime from anywhere
• We share th...
TODAY
[The people-centric, transparent, meritocratic, authentic, social and mobile web.]
500
Million
Mike Arauz @ Undercurrent
“Markets are conversations.”
       THE CLUETRAIN MANIFESTO 1999
It’s about
  connections,
 conversations,
relationships and
       trust.
Who do you trust?
90% of consumers trust
   recommendations from
people they know, 70% trust
online consumer reviews and
    70% trust brand...
The consumer is dead. Say hello to the prosumer.
Results:
• 180+ videos generated 35MM video views in 7 days
• Most viewed channel on YouTube last week
• 94,000 followers ...
The cost of media: nothing.
Feed the virus:
1.   Create a persona that is strong and on point
2.   Seed social networks with invitations to connect
3....
Pros:
Anytime
Great UI
Cross-platform
Great library
Ad scheduling choice

Cons:
Delayed availability
Ads in Hulu Plus
No p...
Think digitally. Experiment. Fail
    fast. Learn. Start over.
Q
&   Lives in Silicon Valley but works globally.




A
    +1 415 347 5520
    per.hakansson@gmail.com
    http://www.lin...
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
An anthropological view on digital
Upcoming SlideShare
Loading in...5
×

An anthropological view on digital

663

Published on

Published in: Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
663
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
54
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide















































































  • Transcript of "An anthropological view on digital"

    1. 1. An Anthropological View of Digital Hyper Island Master Class New York, July 21 Per Håkansson
    2. 2. About the massive change in how we behave in our lives and how we interact with other people.
    3. 3. Per
    4. 4. Per
    5. 5. Per
    6. 6. Per
    7. 7. Per
    8. 8. Per
    9. 9. Per
    10. 10. Per
    11. 11. Per
    12. 12. Per
    13. 13. My Digital Story [Innovation, productivity and freedom.]
    14. 14. I do everything digital. Well, almost everything.
    15. 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. 16. Checking emails, RSS feeds and Facebook.
    17. 17. Prioritize and smarter usage.
    18. 18. Connecting with team members.
    19. 19. Bursty work and sprints.
    20. 20. Spotify - paying for access, not ads.
    21. 21. Most prestigious Universities in the world.
    22. 22. Right now I’m attending Stanford University. Go Cardinals!
    23. 23. Knock, knock... real food!
    24. 24. Lunch. MTB. Siesta.
    25. 25. Researching. Reading. Connecting dots.
    26. 26. Checking inbox. For any message.
    27. 27. Commenting. Sharing. Collaborating. Helping.
    28. 28. Mobile check-in.
    29. 29. First Dexter then sweet dreams of the fries at The Spotted Pig. Boarding.
    30. 30. No mail, No TV, no landline, no newspapers and no magazines (only Monocle).
    31. 31. How do you market products and services successfully to an elusive person like me? Only available via social networks and media.
    32. 32. Sooo... How did the future catch up so fast? Hard to imagine it just started 15 years ago.
    33. 33. YESTERDAY [Chronological Evolution.]
    34. 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. 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. 36. 1994 ::: 1 Million Traveling back to 1994. Green Day had just released Dookie and Marc Andreessen Netscape 1.0.
    37. 37. 1995 ::: 16 Million “David and Jerry’s Guide to the World Wide Web” was created. It was later renamed Yahoo!.
    38. 38. 1996 ::: 36 Million Hotmail. ICQ. Viral marketing.
    39. 39. 1997 ::: 70 Million Communities.
    40. 40. 1998 ::: 147 Million E-Commerce.
    41. 41. 1999 ::: 248 Million Broadcast. Audio and video. Tivo. Digital photography. The Cluetrain manifesto.
    42. 42. 2000 ::: 361 Million Google introduces keyword ads. A new business model.
    43. 43. 2001 ::: 513 Million Wikipedia [The collective power of many people making small contributions amassing in something huge.]
    44. 44. 2002 ::: 587 Million
    45. 45. 2003 ::: 719 Million
    46. 46. 2004 ::: 817 Million
    47. 47. 2005 ::: 1,018 Million
    48. 48. 2006 ::: 1,093 Million
    49. 49. 2007 ::: 1,319 Million Twitter. Kindle.
    50. 50. 2008 ::: 1,574 Million 5,000,000,000 downloads to date.
    51. 51. 2009 ::: 1,802 Million
    52. 52. 2010 ::: 2,000 Million
    53. 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. 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. 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. 56. TODAY [The people-centric, transparent, meritocratic, authentic, social and mobile web.]
    57. 57. 500 Million
    58. 58. Mike Arauz @ Undercurrent
    59. 59. “Markets are conversations.” THE CLUETRAIN MANIFESTO 1999
    60. 60. It’s about connections, conversations, relationships and trust.
    61. 61. Who do you trust?
    62. 62. 90% of consumers trust recommendations from people they know, 70% trust online consumer reviews and 70% trust brand sites.
    63. 63. The consumer is dead. Say hello to the prosumer.
    64. 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. 65. The cost of media: nothing.
    66. 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. 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. 68. Think digitally. Experiment. Fail fast. Learn. Start over.
    69. 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×