Who is the digital you

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presentation about digital marketing

presentation about digital marketing

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  • 1. Who is the digital you? tonyfish www linkedin skype twitter facebook Investor, entrepreneur and author
  • 2. Stand Up
  • 3. Internet and beliefs
  • 4. The Internet needs you! intelligence what the analysis web doeswhat we do
  • 5. Symbiotic Relationships Web business depend on consumer data creation of digital data trade web contentservices data analysis store Data and value consumption of contentbusiness consumer
  • 6. two sided digital business In Direct feedback norms socialfriends Actual Actual User Actual User “The UserData Data Business” The User Data Direct feedback
  • 7. More „OFF‟ : Less „ON‟on this screen content who where in this earpiece time direction intent consume createion x
  • 8. Change your password toFacebook, Twitter and bankaccounts; before you change your boy/girl friend/ partner.
  • 9. Determinewhat the terms "family" and"friends" mean to you before you acceptothers into your network(s)
  • 10. Have several personas, this is nota sign of madness and you dont need to justify them to anyone.
  • 11. Internet writing is in ink, once out there - it is out there, there is no rubber (yet).
  • 12. Reputation is all you have andyour name is a good identity - so dont abuse or loose either !
  • 13. Everything you do can berecorded (stored) as sensors will be in all digital devices soon - ask yourself why andwhat use will your data be and to whom!
  • 14. Digital Footprints are what yousay about yourself, what others sayabout you and what data saysabout you ! How I react to analysis of my data Data embedded What I say What the analysis in my content and about says about interactions myself Data embedded What the analysis in my social What others says about me in networks content say about my social context and interactions me with me How my social group in influenced by the analysis of my data
  • 15. Make sure yourealise that yourdigital footprint isworth more than your salary.
  • 16. Interaction withthe “screens of life” is the ultimate digitalgame being played. It is to get "content"from the dark bowels of a data warehouse onto your brightly lit screen.
  • 17. Un-friending is acceptable;being un-friended is a reality
  • 18. Learn the social (digital and physical) rules that apply toyour group today but be awarethey will be different tomorrow.
  • 19. Realiseyour ability to annoy everyone
  • 20. Hide your friends identities by using personal nick-names onyour mobile, just in case a friend borrows it to text that person with some inappropriate message that may haunt you forever.
  • 21. Create a lot of rubbish data and cause confusion if youwant to hide in plain sight. It is easy to find and hard to hide in a digital world if everyone is honest.
  • 22. Cheating is harder
  • 23. No adult supervision will notlead to anarchy. The youth want to be somewhere (in a digitalworld) where they are in control.
  • 24. Your password is theweakest point in your armour.
  • 25. Control is not in your hands.
  • 26. Privacy - Its all in the settings.
  • 27. are easy to sell
  • 28. Branding is now personal and it is the new black.
  • 29. Loyalty (to a service) is dead - you are free to your own boundaries.
  • 30. Trust is the new king‟s advisor – content still wears the trousers.
  • 31. Free is not free -Engagement, Rel ationship and Conversation have a price.
  • 32. Digital Money has less personal value than real money.swindle and steal your.. Like cash, others are prepared to
  • 33. Dont set up any direct debits or subscription for anything (you don‟t understand)
  • 34. Levels of damage and harm fromdigital engagement is currently lowerthat you may think.
  • 35. email is not private. You never know whenor where it may turn up!
  • 36. Dont sack/release/ make redundant the person, andthen be held hostage, by that person who has the login/password for your corporate fan page, group, twitter account until many people have control/access.
  • 37. Dont let individuals buy webdomains or set up accounts just to avoid the long corporate procedures and PO cycles.
  • 38. Open means you dont want to hide and transparent means "itcan be found" - but most people will not bother
  • 39. Digital has one speed - fast,there is plenty of fuel and no brake pedal.
  • 40. Provide someone (you trust) withthe knowledge how to access youraccounts/ data after you die and let them know what you want done with your data
  • 41. NO SOCIAL CONVERSATION, RELATIONSHIP OR ENGAGEMENT; UNLESS YOU SELL YOUR PRIVACY AND OBEY THE NEW DIGITAL RULES
  • 42. Tony Fish Oct 2009 A Two Sided Digital Business Model where your Privacy will be someone elses business !
  • 43. Value between creation and consumption Creation/ Publish Consumption Relevance Blog Voting Screens of life Index Wiki sharedPrivate TagsPersonal Public Journal SearchCollaboration PrivatePublic ID Book personalSecret Footprint Fixed Paper Verification Carried TV Attention Carry Movie Payment Location Carry communicate Music Carry informational ‘Portability’ Content management UI, navigation DRM tools Service, storage, backup Ad engines
  • 44. digital footprints – context public/ private black hole identity privacy of debateProof of who I am – Driving licence Control/ setting – Bank details Emotional – Credit history – Social security digital Preference – Certification footprint StatusRegulated and institution Regulationcontrolled Collection, store, analysis and Law value created from digital data from mobile, web and TV
  • 45. height brands DNA activity patterns finger print usage hair colour behavioural me physical me routes habits eye colour voice routines events iris scan preferences images attentioncost value bank and credit from me blogs tweets home professional photos links video comments addresses achievements photos friends claims and history me blogs official documents video Social me likes comments tags links medical records academic friends likes achievements from others Source: My Digital Footprint http://www.mydigitalfootprint.com/
  • 46. height brands DNA activity patterns finger print usage hair colour behavioural me physical me routes habits eye colour voice routines events iris scan preferences images attentionverifiable unverifiable bank and credit from me blogs tweets home professional photos links video comments addresses achievements photos friends claims and history me blogs official documents video Social me likes comments tags links medical records academic friends likes achievements from others Source: My Digital Footprint http://www.mydigitalfootprint.com/
  • 47. Having an identity does not create value
  • 48. Education Data you leave Definitions of digital footprint Holy Kaw Design
  • 49. What is a digital footprint? How I react to analysis of my data Data embedded What I say What the analysisin my content and about says about interactions myselfData embedded What the analysis in my social What others says about me innetworks content say about my social contextand interactions me with me How my social group in influenced by the analysis of my data
  • 50. Data and content in your control Content you Data you publish about leave about yourself yourselfCross this line when youagree to publish or post anything to the web. Content othersData and content shifts publish aboutfrom within your control you to out of your control
  • 51. The Colourful Lines of PrivacyLevel ofinvasion creepy private personal public Value of Data
  • 52. Shades of data abuseacceptable unacceptable TRAITS TRAITS Closed Open SecretTransparent Unknown Known bliss annoying creepy disturbing unethical Un-trusted Trusted Value destroying Value add Fraud/ theft Engaging
  • 53. Recreation of identity CREEPYyour content knows about you unwanted messagesother‟s content recreatesabout you Identity wanted messages your data personalised VALUE Collection Analysis Insights Outcomes
  • 54. @kevinmarks
  • 55. It is all about how it is presented
  • 56. It is all about how it is presented
  • 57. Quick word about “TRUTH”
  • 58. TRUTH Hope, Dreams & wishful thinking VOIDFICTION FACT Broadcast Broadsheet Reports Research Tabloids What Internet/ Web CEO’s want INTERPRETATION
  • 59. Wrong model !
  • 60. recklessness courage cowardice Excess Virtue Deficient
  • 61. Public Private Publicinternet broadcastpublic, closed, non- TV, newspapers, opencontextual, raw and , contextual, editedtimeless and time bounded
  • 62. bonded but not relatedHigh ValueJustification of benefits/ Deliver ERC Increasing open TRUST RISK IDENTITY Increasing closed PRIVACY SECURITY High ControlJustification of barriers/ Sell FUD
  • 63. Who owns the digital you? LinkedIn Poll
  • 64. Model I own my Data I Give up my Data Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as 3 an aggregation party Pay for services directly (subscription or one off) 4 Trade data for service directly with service provider 5 Trade data for services via a third party (indirect) such as an 6 aggregation party Pay to protect your identity 7 Enable 3rd party to use and exploit Enable 3rd party to use and exploit 8 your data to generate benefits in kind and / or cash for a percentage their data to generate benefits in kind and / or cash for a percentage of revenue of revenue
  • 65. Question for you?
  • 66. Are you brave enough to stand alone?
  • 67. I can deal with silence - only clap if clap
  • 68. Your my mum (who believes in everything I say) You want to talk to me at coffee break You have the same beliefs It challenged you You‟re a lemon and have to follow the crowdYou don‟t want to look like the only person who did understand what was saidPLEASE Don‟t bother being polite as it will not help me or you
  • 69. take away‟s
  • 70. While you think about your response
  • 71. Don‟t assume
  • 72. Trust could be the problem
  • 73. Do you know the influencer
  • 74. Market is completely open
  • 75. It is about owning feedback
  • 76. Strategy is complex and expensive
  • 77. Data is a commodity & ownership is unimportant. Value will be retained bythose who own the feedback loop, who can get deep & dirty in thetransformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, privacy is a setting, trust is thechallenger, the princes‟ are brands, the princesses are simplicity, attention is queen and data is king.
  • 78. Thank youtony@mydigitalfootprint.com