Social media and challenges ahead by Petter Warnsberg
I am a digital media explorer and educator.
I am one of the people behind Hyper Islands Master Class concept and am now
employed by Hyper Island to take it forward I also lecture at the Hyper Island
long courses injecting enthusiasm about the possibilities all this new technology
allows us to design and build.
When I am not involved working with Hyper Island I hold a Senior lecturer in
Digital Media position at the Kingston University just south of London.
My background is in the London agency world and where I also founded the
agency SWEDE which I left a couple of years ago to pursue my passion in
research and knowledge exchange. I still have a small consultancy building on
the work that I started back then combining my technical understanding of digital
media with the more soft sides of how we humans interact and behave.
What else is there to know about me?
My Digital Footprint can give you a part of the picture.
My profile on Music community Last.FM can tell you what I listen to. My
iPhone, iTunes and Spotify all sync with Last.fm to give a picture of what I listen
Twitter is network i am the most active in.
I use it share and communicate publicly.
I upload photos taken with my iPhone to Flickr. The iPhone has a built in GPS
that the camera can talk with and embeds a geotag in the photo. The geotags
allow Flickr to map the photo to the specific location it was taken.
LinkeIn is the online social network I trust the most, find the most useful and
therefore I have chosen to tell LinkedIn quite a lot about me like who I know or
what I have done professionally in the past.
LinkedIn also knows that I have a iPhone since I use it to connect a lot.
Feel free to add me as a connection on LinkedIn:
If you want to know what to buy me ask Amazon. They have had years to build a
profile of what I like.
Everything that can be digital is or will be
Inherits the qualities of the very fabric of digital:
C be copied at next to no cost
i d t tt t
Easy to store
Can be indexed
Can be linked
Can be cross-referenced
Can be given meta data
Technology drive change, makes change possible.
Technology changes the rules for communication.
The Postal service in Persia 550BC
Telegraph France 1792
Telephone and Radio around 1890
Basic principles stay the same
Humans are humans
Need to eat and sleep
Have a purpose
Know where we belong
Must of us have an ego
A will to reproduce
We express opinions
W care for things
We create things
We trade things
Technology changes the way we do that
From the woman who gets a bike that can take her to the market to sell her vegetables
To the girl who just helped her friend with the crop in Farmville
What we are to talk about today.
So where are we today?
What is yesterdays news?
htt // t b / t h? lFZ0 5F N
A (Anglo-Saxon) view of emerging social media services.
1800 - The face to face period
1900 - Read all about it!
1960 - We will be right back after these messages
1990 - T
Tune in Tomorrow
1998 - The dawn of the Internet
2004 - I decide what to do!
2007 - Me too
2009 - Everything is Social
Read more on http://www.baekdal.com/articles/market-of-information
To understand what is happening I like to look back to a manifesto published in
The ideas of how the web will change markets and social behaviours have been
around. Nobody was just sure exactly how it would happen or how soon.
In 1999 three digital thought leaders,
Chris Locke, Doc Searls, David Weinberger
published the Cluetrain manifesto
It stated that “markets are conversations”, that
“markets consist of human beings, not demographic sectors”
and from there they described what is today’s reality for any business.
Thousands of people signed up t it. They started a conversation....
Th d f l i d to it Th t t d ti
It becomes even more interesting would you replace the words “companies” and
“corporations” with “governments”.
So what is it that has happened that enables all of this?
Tim Oreily defines Web 2.0
He describes technology as the driver
Like the Offline world. For example you have a product, you open a store and use traditional
marketing to drive traffic to your store.
A point has been reached where the concept of doing it the offline way online is almost perfected.
The ideas has been around long enough for it to move from being an online advantage to a
necessity. If you do not do it the web 2.0 way you will struggle to succeed. The tools to develop
has become cheaper and far more accessible. You can get “more bang for your bucks”
Web 2.0 is a trend:
•Read/Write, two-way, anyone can be a publisher
•Defines an era just like Dot Com
•Search (Google, Yahoo, Ask etc.)
•Social Networks (MySpace, Facebook, OpenSocial)
•Online Media (YouTube, Last.fm)
•Content Aggregation / Syndication (Bloglines, Google Reader, Techmeme, Topix)
•Mashups (Google Maps, Flickr, YouTube)
The concept was introduced by Tim O'Reilly, at the Media Web 2.0 conference in 2004
Tim himself gives a Rather technical definition saying that Web2.0 is about the network as a
platform where users add value.
l f h dd l
All the web 2.0 services made us move into “the cloud”.
The idea of the cloud and cloud computing is that our data and tools will no
longer be stored on our personal computers but somewhere we do not now where
it is. Potentially it is stored across data warehouses placed at different
geographical places and we access it through a browser, “windows” into the
Web 3.0 has been described as the Semantic web, or the Intelligent Web = data is getting smarter
- Semantic web, machines talking to machines making sense out of the information
-The information about my mothers address is out there but if you just ask where does Petter’s mum live you will not get the answer, yet
Semantic web examples
•Natural language search
•Machine learning g
•Artificial intelligence technologies
Applications can talk to each other
•Web as one big database
Tim Berners-Lee, the father of the World Wide Web, the “visual” part of the internet where content can be linked has long been talking about the semantic web and
his vision of “analysing all the data on the web and find relations” http://www.youtube.com/watch?v=mVFY52CH6Bc
API = When sites provide a way for others to access and use it s features and information in a structured way Gives access to advanced technology and content at a
Reuters developed “Calais” a tool that recognises People, Companies, Places and events and can create connections between them to create more accurate a
complete pictures of current events. Calais has an API that allows others to use the functionality in their own products.
Mashups = enrich and/or enhance your data one way or another by “mashing it up” with another technology e.g. position an list of addresses on a Google map.
Scrapers = collect data from existing sources and structure. If a site does not have an API a little programme can be developed that pretends to be a person surfing
the site but saves all the content in a data base.
The intelligent Web
Summary: Web itself is becoming smarter, finding relations between information. Web Sites become web services.
“Unstructured information will give way to structured information – paving the road to more intelligent computing” (Alex Iskold)
“machine-facilitated understanding of information in order to provide a more productive and intuitive user experience” (John Markoff of the New York Times in
g p p p (
Blinkx can extract the audio track in online videos and through voice recognition
turn any spoken words into text that can be indexed and possible to search.
The value is in sharing, being part of...
Guardian opens up their content
“Y can use the Open Platform to develop tools exploiting the depth and quality
th O Pl tf t d l t l l iti th d th d lit
of the Guardian's content “
API – Application Protocol Interface
htt // di k/ l tf
St. Mark's Square in Venice
Microsoft Photosynth can build 3D models that users can move through from a
series of photos by computing angles and perspective of objects that it recognise
between the photos.
Builds on user generated content and can pull photos from photo sharing sites
like Flickr that either has the right geotag or has been described with matching
Using existing content with new technology to build relevance beyond what
would be financially possible otherwise.
The crazy ideas from 10 years ago are soon reality like the “Grocery-ordering
refrigerator” or the “health-monitoring bathroom”.
fi ” h “h l h i i b h ”
...but today we can even imagine a Mashup of the two. Food ordered
automatically based on your current wellness.
Physical world objects have information shadows in the virtual world.
C bi these for richer eperiences.
f i h i
Augmented (hyper)Reality: Domestic Robocop
Foursquare is a social network and game based on you “checking in” at various
locations and passing on message not only to foursquare but also to twitter and
facebook. It is mobile and web based and one of the features is to leave tips for
future visitors of the same venue.
We are annotating the real world, creating shadows in the cloud. Any place in the
physical world now do exist in the cloud and people can publicly leave comments
easy for future visitors to see. What do people say about your place, about you?
Are you part of that conversation?
May: 40m checkins
500 000 users
1.4 million different check in venues
over 347,000 check-ins in a single day
thanks in part to the happenings surrounding SXSW in Austin,
Digital is not the web, email, the tools or the technology.
It is not a channel.
It changes everything.
We are getting faster internet connections and becoming more mobile.
“Global mobile modem from 5MM in 2006 to 68MM+ in 2008”
Always connected. Lots of devices that gives us different windows into one big machine,
Changes the social behaviours for when and where we use the web
Changes the requirements on online services and applications
We become dependant on the cloud, our profiles in the cloud.
Already today we no longer need to remember phone numbers if we always have our
mobiles with us.
The benefits of being transparent, sharing what you do, who you are etc. will outweigh
g p , g y , y g
the need of what we today define as privacy
Everything you do will be possible to do in the cloud, including living in virtual worlds
with virtual identities, Second life etc.
The ways we connect with the cloud it will just get smarter and less dependant on power
New worlds, Markets, Economies and laws...?
The Game world is called Planet Calypso
Vodafone $15 mobile
SMS poor mans web
Access to information, access to technology and access to the world educates,
unites and mobilises people.
Unrest in Guatemala and the role of social media
A video of “murdered attorney Rodrigo Rosenberg surfaced in which he
id f“ d d tt R di R b f d i hi h h
implicates President Álvaro Colom and other high-ranking government officials
in his eventual assassination. “
YouTube was a major technology platform for both camps during the 2008 presidential campaigns. The Obama camp used it particularly well and was no longer dependnat on what the TV
network channels choose to show in their coverage.
An interesting point here is that the channel, i.e. YouTube did not exist in 2004 at the time of the previous election.
Other interesting fact about the impact digital hand on the election:
Obama’s campaign raised $600m in small online donations from three million people.
Republican presidential candidate Johan McCain complaint that his Democrat rival had more money to spend on TV advertising than he had. Previously unheard of.
Obama managed to mobilise large groups of people wherever he went even in places where he had no local office. Low cost operations with a massive return.
Howard Dean used social websites in the 2004 presidential race. It was a community based on the Drupal plattform and MeetUp was used to organise volunteers.
The Oreilly blog reads:
“Obama went further, used Twitter, SMS messages, news RSS feeds, army of bloggers, YouTube videos, tens of millions of flickr photos.
All these channels worked to educate voters, raised awareness, coordinate a “get out the vote effort” that yielded the largest popular mandate of the last thirty years.”
“Obama used the net not just to raise money and generate excitement, but to use it as a tool for co-ordinating old-style action on the ground.”
”Obama’s website was a hub for activists and got some 1.5 million accounts.”
“Intermediate sized donors giving anywhere from $5 to the legal maximum of $2300 - made primarily through the Internet.
$3 million dollar ad buy in the World Series two weeks before the election.”
“Everything of importance was recorded and broadcast via the net in its completeness bypassing the TV networks.”
But it was not just how Obama and his campaign used the internet. The voters did as well:
Since end of August: Obama – 500 million posts, McCain – 150 million posts
(Don’t know whether posts were positive or negative)
Twitter and MySpace
Obama: 844,927 MySpace friends, McCain 219,404 MySpace friends
Obama 118,107 Twitter followers, McCain 4942 Twitter followers
(Says more about the candidate or the demographic of their voters?)
There is a lot of speculating over the effect all this new sensory input has on us as
A Stanford University study found that for every hour we spend on our
computers, traditional face-to-face interaction time with other people drops by
almost 30 minutes. With less face-to-face contact and body language, we may
begin to misinterpret others. Our human relationships may suffer, with areas in
the prefrontal cortex which respond to facial expression becoming less
h f l hi h d f i l i b i l
developed. Decision-making may suffer, too.
Sites such as Facebook, Twitter and Bebo are said to shorten attention spans,
encourage instant gratification and make young people more self-centred.
The claims from neuroscientist Susan Greenfield
Read more: http://www.dailymail.co.uk/news/article-1153583/Social-websites-
…because identity is a function of sharing.
Sharing the experience becomes an important part of doing it.
Create, Consume and converse, together. Networked.
All the tools are available for free
Alain Bechellier - tinyurl.com/af34w4
Farm Ville, 76m monthly active users on Facebook, 25m daily users
Biggest data collectors a no longer the telcos who used to log every call.
It is the social platforms and games out there. They are essentially behavioural
analysis data collectors.
And these new social platforms and games bring a whole new set of challenges
for us to overcome....
http://www huffingtonpost com/andy-borowitz/scandal-evan-bayh-
And if participating and sharing is about building a reputation, how do you store
the value of your reputation? In your profile!
Your universal profile will be tiered and you decide who can see and have access
to which part of your profile. The profile holds my identity.
Private: Health records, Finance
Personal: Photos, Interests
Professional: Skills, Creds
You will manage where the data is to be stored. Who do you trust enough to store
your profile? Will they be the new banks?
Facebook is currently leading that game, recently launched their Social Graph
technology that allow you to take your facebook profile with you to any site who
wish to support it to create a personalised web experienced. Controversial from a
privacy point of view but something technology evangelist been talking about for
We used to separate our personal identity from our professional.
As we got more spare time and social we started to create more of a identity
around our personal interests, hobbies and activities.
In a digital context these identities become much harder to keep separate and
they blend. Your identity in one context shines through into another as they are
all more or less available online.
A example of h th predecessor to F b
l f how the d t Facboook’s S i l Graph, F b k
k’ Social G h Facebook
Connect, was used in a storytelling context to personalise the story.
What other contexts can your facebook profile be used? What if a insurance
company gives me a discount if I let them go through my Facebook account to be
able to create a more accurate profile of me.
Existing value systems are effected to start with. Whole businesses are struggling,
particularly the Intelectual Property based ones, infomartion based ones like
music, newpapers etc.
But the whole economical eco system can be overthrown. The banking and
credit card systems can be outdone by other network based payment services.
PayPal justopened up an API that give developers easy access to money
processing and payment methods.
Content is no longer king.
The conversation about the content is the real King.
In d t
I order to understand and stand a chance to i fl
d t d d t d h t influnece th conversation you have
the ti h
to be part of it, so Dive in.
“Used to be Pay to Play
Willing to Play to Play”
Alex Bogusky CP+B
Al B k
Transparency becomes more important. As it becomes harder to keep things in
the dark, stop information from flowing freely.
Social media is about relationships, creating, sustaining and nurture them.
relationships creating them
You need your network there before the shit hits the fan.
BBH London campaign for AMREF (African Medical Research Foundation).
What are you looking to achieve with this?
W are hoping that people take this very simple opportunity to do something
h i th t l t k thi i l t it t d thi
charitable, and help spread awareness of the plight of Africa. We also hope that
the harsh realities are brought home somewhat, and people also become aware
that there is important work being done on the ground by AMREF, to improve
African life for the future.
Story about Musician David Carroll on
http://en wikipedia org/wiki/United Breaks Guitars
There will be Brand antagonists.
You need Brand advocates to help you, your brand, or your cause.
I an attention economy, you don’t jut buy attention, you earn it – at the cost of
tt ti d ’t j t b tt ti t th t f
Flattre is a great example of alternative financing models. Experiments have
shown people are still prepared to pay for value and the quality is not always the
value, sometimes it is just about feeling par tof something, or connecting with it,
it feels real.
Life skills that we teach at university.
Learning, creating, testing and sharing is what it is about.
Beta culture, participation, constant change
Be a prosumer and play. Fail often and cheaply.
The process is the experience. That can never be boring.
p p g