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Making the internet great again
- 1. Making the Internet Great again
- 2. The internet is not the web
- 7. WEAK TIES STRONG TIES
- 8. Filter bubbles sever weak ties
- 9. On unknown grounds and with an unknown agenda..
- 10. Moulding your world view at will Traffic20m2m Facebook Changes algorithm Upworthy Traffic
- 11. Best Case Scenario: It gravitates towards sensationalism
- 12. Replacing reason with emotion
- 14. Are we doomed?
- 15. Fake news existed before the internet
- 16. As did the filter bubble
- 17. And a fear of new media channels has been the only consistency across media landscape Writing is a step backward for truth.” − Plato, 370 BC The horrible mass of books that keeps growing might lead to a fall back into barbarism.” − Gottfried Wilhelm, 1680
- 18. In fact the Internet has made it easier to form weak ties than ever before…
- 19. We have struggled to keep up!
- 21. What will advertising’s role be in this new paradigm?
- 22. Advertising Brands Will demand safe environments • Argos • Audi • Aviva • Dominos Pizza • O2 • Royal Mail, BBC • Hyundai Kia. • Heinz • Honda • HSBC • ITV • L'Oreal • Lloyd's Bank • Marks & Spencer • McDonald's • RBS • Sainsbury's • Tesco • The Guardian • Toyota • Transport for London • UK Government • Volkswagen In the United States: • AT&T • Beam Suntory Inc. • Dish Network • Enterprise • FX Networks • General Motors • GSK • Johnson & Johnson • Nestle • PepisCo • Starbucks • Verizon • Walmart
- 23. We will continue to fund innovation
- 24. We will continue to drive the political agenda Avg. age of a employee at Facebook Avg. age of a Tory party member 28 72
- 25. But big companies will come under greater scrutiny…
- 26. People really hate banners…..really! NO ONE LIKES BANNERS..
- 27. Advertising will continue to thrive – but it will evolve Utility Commerce Entertainment
- 28. Thanks to…
- 29. And… 84% of people expect brands to tell stories online’* 88% of consumers say a negative advertising experience would make them think differently about the brand and potentially not do business with them.** 92% respondents across the eight countries surveyed – U.S., UK, France, Germany, Canada, Brazil, China and India – want to do business with brands that share their beliefs.*** 47% of online users expect a social media response within an hour, and 84% waiting no longer than a day.’***
- 30. But it will be considered one of a growing number of ways for brands to engage with and monetize customers
- 31. The free net will continue to nurture its own champions
- 32. And will be driven globally…
- 33. In closing • The Internet never stopped being great and will continue to be so • The private sector, through advertising amongst other ways, will drive innovation online and we should recognize this and be proud • Being aware of filter bubbles disarms them. • Genuinely, EVERYONE HATES BANNERS
- 34. Thanks
Editor's Notes
- Copy of one of the first ever portals
- Important to make a clear distinction – The internet is not the web.
- But even the early web was a mirror of human interests – very early on alt. groups started forming on message boards talking about niche interests and passions. Harness collective intelligence Unharnessed UGC Intercompatability API/ RSS Continually in beta Owned by everyone
- Web traffic is declining – The web is a network built on the internet that can be accessed through browsers and retrieves information from all over the world through the use of hyper text transfer protocols. FTP – File transfers Email- Newsgroups Telnet – Govt driven Usenet – amateur driven DNS
- Filter bubbles are created when algorithms only show you content that agrees with your world view. If your sole exposure to news and current affairs is through people who agree with you, you are not really in touch with public discourse and you experience a warped perception of reality – just look at trump and brexit
- Which brings us onto our next issue – if your life is edited by these algorithms, how much do you know about the editors of your life. As an example, dating apps and job application software have both been accused of discriminating agains ethnicity and gender as they reinforce existing biases..
- A lot of these platforms are built on self serve models – In order to scale, they keep headcount really low and encourage advertising investment from all businesses and all types of businesses without human oversight. If you combine this with their optimization algorithm that encourages the distribution of content that has been interacted with with no real concern for quality or veracity…you get fake news drama..
- Emotion over reason
- It took us 40 bn years to work out how to poke with a stick, AR was developed 25yrs after the first ever browser…
- Ad funded media will deliver safe environments for our children and grandparents….
- Academia Non profit orgs moral crusaders
- The importance of the western countries online is also likely to shrink..