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Social media and challenges ahead by Petter Warnsberg


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Social media and challenges ahead by Petter Warnsberg

  1. 1. 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 forward. 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. 1
  2. 2. My profile on Music community Last.FM can tell you what I listen to. My iPhone, iTunes and Spotify all sync with to give a picture of what I listen to. 2
  3. 3. Twitter is network i am the most active in. I use it share and communicate publicly. 3
  4. 4. 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. 4
  5. 5. 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: 5
  6. 6. If you want to know what to buy me ask Amazon. They have had years to build a profile of what I like. 6
  7. 7. Everything that can be digital is or will be Inherits the qualities of the very fabric of digital: Can b 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 7
  8. 8. 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 Email 1966 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 We W care for things f thi 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. 8
  9. 9. So where are we today? What is yesterdays news? htt // t b / t h? lFZ0 5F N 9
  10. 10. Activity for you all to do. 10
  11. 11. A (Anglo-Saxon) view of emerging social media services. 11
  12. 12. 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 i T 1998 - The dawn of the Internet 2004 - I decide what to do! 2007 - Me too 2009 - Everything is Social Read more on 12
  13. 13. To understand what is happening I like to look back to a manifesto published in 1999 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 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 13
  14. 14. 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? 14
  15. 15. Tim Oreily defines Web 2.0 He describes technology as the driver web 1.0 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. Web 2.0 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” accessible Web 2.0 is a trend: •Read/Write, two-way, anyone can be a publisher •Social web •Defines an era just like Dot Com •Search (Google, Yahoo, Ask etc.) •Social Networks (MySpace, Facebook, OpenSocial) •Online Media (YouTube, •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 15
  16. 16. 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 cloud. 16
  17. 17. 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 •Data-mining •Machine learning g •Artificial intelligence technologies Applications can talk to each other •Always connected •Online identity •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” Current tools 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 it’s way. small cost. 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. Examples: •Dapper •Teglo •Yahoo Pipes 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 ( 2006) 17
  18. 18. 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. Voice recognition 18
  19. 19. The value is in sharing, being part of... Guardian opens up their content “You “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 19
  20. 20. 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 keywords. 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. 20
  21. 21. Bionic eye Data mashups, Physical world objects have information shadows in the virtual world. Combine th C bi these for richer eperiences. f i h i Augmented (hyper)Reality: Domestic Robocop 21
  22. 22. 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? Foursquare May: 40m checkins March: 500,000 500 000 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, 22
  23. 23. Digital is not the web, email, the tools or the technology. It is not a channel. It changes everything. 23
  24. 24. We are getting faster internet connections and becoming more mobile. “Global mobile modem from 5MM in 2006 to 68MM+ in 2008” Source: ComScore Always connected. Lots of devices that gives us different windows into one big machine, the cloud. Changes the social behaviours for when and where we use the web Changes the requirements on online services and applications New opportunities. 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 and connectivity connectivity. 24
  25. 25. New worlds, Markets, Economies and laws...? The Game world is called Planet Calypso 25
  26. 26. Vodafone $15 mobile SMS poor mans web Access to information, access to technology and access to the world educates, unites and mobilises people. people 26
  27. 27. 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. “ 27
  28. 28. 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: g Blogs 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?) 28
  29. 29. There is a lot of speculating over the effect all this new sensory input has on us as human beings. 29
  30. 30. 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. web-is-teaching-our-brains-1826419.html 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: harm-childrens-brains-Chilling-warning-parents- neuroscientist.html#ixzz0XMCB1PTF 30
  31. 31. …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 Image Alain Bechellier - 31
  32. 32. Games May: 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. 33
  33. 33. 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- admits_b_463203.html 34
  34. 34. 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 Photos 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 long. 35
  35. 35. We used to separate our personal identity from our professional. 36
  36. 36. As we got more spare time and social we started to create more of a identity around our personal interests, hobbies and activities. 37
  37. 37. 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. 38
  38. 38. An 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. 39
  39. 39. 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. 40
  40. 40. 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 41
  41. 41. 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. 42
  42. 42. BBH London campaign for AMREF (African Medical Research Foundation). What are you looking to achieve with this? We 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. 43
  43. 43. Story about Musician David Carroll on http://en wikipedia org/wiki/United Breaks Guitars 44
  44. 44. There will be Brand antagonists. You need Brand advocates to help you, your brand, or your cause. In 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 other things. 45
  45. 45. 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. 46
  46. 46. 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 49