THE INTERNET AS WE KNOW
IT? • The Internet is growing at an annualized rate of 18% and now has more than 1 billion users. A second billion users will follow in the next ten years. • 41% of Internet users are now in Asia and 24% are in Europe. Only 15% of users are in North America, where it all started in 1969 when two computers -- one in Los Angeles, the other in Palo Alto -- were networked together. • South Korea has the highest broadband penetration 70%+ and China has the most Internet users under the age of 30. • Internet penetration has now reached 74% for all American adults. • Computer and Internet exposure for this generation have occurred as early as ages 5-6; screen exposure as early as 2 years old. • Generation M (youth born between 1982 and 1991) spends eight and a half hours in media activity each day, but it only takes six and a half hours to do so.
0 0.09 0.18 0.27 0.36
0.45 0.54 0.63 0.72 0.81 0.90 0 50 100 Iraq Iraq 1.0% Cuba 2.1% Cuba Sri Lanka 3.7% India 7.1% Pakistan 10.1% India Pakistan Ecuador 12.3% Egypt 12.9% Russia 19.8% China 22.4% Egypt Russia China Saudi Arabia 22.7% Mexico 24.9% Brazil 34.4% Hungary 35.2% Mexico Brazil Hungary Greece 46.0% Italy 48.8% France 65.7% Taiwan 66.1% Italy France Taiwan Germany 67.0% Spain 70.5% Spain United Kingdom 70.9% Canada 72.3% Japan 73.8% INTERNET PENETRATION BY MARKET Israel 74.0% UK Canada Japan Israel United States 74.7% Australia 80.6% USA Australia Source: Internetworldstats.com, 2009
U.S. INTERNET USAGE (2007) Age
of Householder Under 25 years 74.52% 25-34 years 78.94% 35-44 years 82.53% 45-54 years 79.78% 55+ years 55.86% Race of Householder White Non Hispanic 75.15% Black Non Hispanic 58.96% AI/AN Non Hispanic 59.88% Asian Non Hispanic 82.03% Hispanic 54.80% Gender of Householder Male 73.47% 10% 20% 30% 40% 50% 60% 70% 80% 90% Female 68.53% Source: Data from the Current Population Survey (October 2007), U.S. Census Bureau
INCREASINGLY A MOBILE WORLD •
Handset vendors shipped 258 million handsets by the end of Q1 2009. • Nokia shipped 13.7 million smartphones worldwide in the ﬁrst quarter ‘09, while RIM shipped 7.9 million BlackBerry devices. • April 2009, nine months after Apple began selling apps for the iPhone, the billionth application was downloaded from the iTunes store. • 8% of adults use mobile devices and broadband platforms for continual information exchange to collaborate with their social networks. Sources: ABI Research, Wired Magazine, ComputerWorld, AdMob, and Pew Internet and American Life Project.
CONSUMPTION OF SOCIAL MEDIA 100
0.900 0.675 50 0.450 0.225 Read blogs/weblogs Start my own blog/weblog Leave a comment on a news site Watch video clips online Download a podcast Create a proﬁle on a social network Subscribe to an RSS feed 0 0 Wave 1 Sep 2006 Wave 2 Jun 2007 Wave 3 Mar 2008 Source: Universal McCann 2008
2008 SOCIAL TECHNOGRAPHICS LADDER •
Public a blog 21% • Publish your own Web page Creators • • Upload video you created Upload audio/music you created • Write articles or stories and post them • Post ratings/reviews of products or services Critics • • • Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 37% 19% • Use RSS feeds Collectors • • “Vote” for Web sites online Add “tags” to Web pages or photos Joiners • • Maintain proﬁle on a social networking site Visit social networking sites 35% • Read blogs 69% • Listen to podcasts Spectators • • Watch video from other users Read online forums • Read customer ratings/reviews Inactives • None of the above 25% Source: Forrester, North American Technographics Media and Marketing Online Survey, Q2 2008
CAPTOLOGY Technology Persuasion Web sites
Social Networks Behavior change Captology Mobile devices Attitude change Video games Motivation Software Change in worldview Virtual reality Compliance Exercise equipment Sources: B.J. Fogg, Persuasive Technology: Using Computers to Change What We Think and Do
ADVANTAGES OF TECHNOLOGY • More
persistent than human beings. • Offers greater anonymity. • Manages huge volumes of data. • Uses many modalities to inﬂuence. • Scales easily. • Goes where humans cannot or may not be welcomed. Sources: B.J. Fogg, Persuasive Technology: Using Computers to Change What We Think and Do and screenshots of FitNow’s Lose it! application.
THAT’S NO LONGER A CHOICE
... • Increasingly becoming more pervasive and at a great variety of scale; individual, room, building and public space. • Information process and data collection is embedded in objects and surfaces. • Emergence of a global, mobile real-time culture. • Greater reliance on interconnectedness and awareness. • Personal and professional spheres intersecting.
SOCIAL OBJECT THEORY “Engeström described
social object theory as the belief that all successful social media interactions and ventures center on an object — ‘the reason people connect with each particular other and not something else.’ Another way to describe a social object is as the centerpiece in a dialogue between two or more people. People don’t just talk — they tend to talk ‘around’ objects. For example, if I’m speaking to my mother about the ﬂowers I sent her, the ﬂowers are the social object.” -- Razorﬁsh, Digital Outlook Report (pg. 59)
CREATING MOMENTS OF INTERACTION •
Deﬁne your object; keep iterating. • Deﬁne your verbs; share, rate it, comment, et cetera. • Make the objects shareable, actionable. • Turn invitations into gifts; grow network by creating value. • Charge the publishers, not the spectators.
SOCIAL CONTAGION You Friends Accelerators
Mass Global 1 85 1,000s 100,000s 1,000,000s Blogging Bookmarking Events Sharing Referencing Networking Micro-blogging Users carry/spread your brand by a factor of 7.
INFLUENCERS, NOT FOLLOWERS What they
are called Category Who they are Channels of Inﬂuence (partial list) Formal position of authority • Political/government leaders and • Laws & regulations • Opinion leaders staff • Decision and spending authority • Decision makers • Business leaders • Top-down directives • C-suite Institutional/recognized subject • Academics/scientists • Academic journals • Experts matter experts and advocates • Industry analysts • Traditional media • Mavens • NGO leaders • New media • Analysts • Consumer activists • Social media • Critics Media elite • Journalists • Traditional media • Talking heads • Commentators • New media • Columnists • Talk show hosts • Social media • Politicos Cultural elite • Celebrities • Traditional media • Trendsetters • Designers • New media • Fashionistas • Artists • New styles/products • Taste makers • Musicians • Social media • Creators • Starters Socially connected • Neighborhood leaders • Personal relationships • Mavens • Members of community groups • Email lists • Starters Online networkers • Social gatherings • Connectors • Business networkers • Social networking websites • Soccer moms • Social media • Spreaders • Hubs • Alphas Source: Word of Mouth Marketing Association (WOMMA), WOMMA’s Inﬂuencer Handbook
FROM THEORY TO PRACTICE ....
• Technology is neutral; it is not inherently good or evil, however, the ways in which it may be utilized can be. • The ubiquitous and ever evolving nature of technology demands that we reﬂect as both individuals and as a society. • The development of technology is so rapid that social mores and legal rules are most often left behind. • There are strong reasons why technology works; understand the persuasive nature of technology in order to better understand user behavior. • Our increasing interconnectedness revolves around social objects, provide moments of interaction; automate generation of objects. • Inﬂuencers generally like to connect, provide opportunities for private interaction amongst inﬂuencers; consider online and ofﬂine opportunities.
ROBERT MICHAEL MURRAY Phone: +1
(202) 549-3197 or +1 (202) 470-3989 Email: firstname.lastname@example.org Facebook: http://proﬁle.to/robertmichaelmurray Twitter: @boxednoise (RobertMichaelMurray)