The future of the web for scottish enterprise


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This is a copy of the Powerpoint skideshow called "The 'Future of the Web' it is part of a much larger seminar which contains live, interactive and indepth demos that are not part of the this slideshow.
The seminar explains how you can exploit the new and emerging technologies to your organisations advantage.
As well as many live demonstrations the seminars outline real-life case studies and reveal up to date tricks and techniques that will save you time and money and enable you to measure your online marketing efforts. The seminar will also look at a number of new/emerging online business models."

Stephen Whitelaw (August 2011)

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  • Reduce frictionCapture the moment – Netflix / Amazon star rating, Yelp useful yes / no buttonsLower the barrier to entry.
  • The Trip Advisor tie in, launched in December 2010, means that visitors to the travel site who are logged into Facebook see their friends’ reviews first, as well as being able to quickly view which of their friends have been to particular cites. Friends can also message each other quickly for additional travel tips.
  • The Turk, the Mechanical Turk or Automaton Chess Player was a fake chess-playing machine constructed in the late 18th century. From 1770 until its destruction by fire in 1854, it was exhibited by various owners as an automaton, though it was exposed in the early 1820s as an elaborate hoax.[1] Constructed and unveiled in 1770 by Wolfgang von Kempelen (1734–1804) to impress the Empress Maria Theresa, the mechanism appeared to be able to play a strong game of chess against a human opponent, as well as perform the knight's tour, a puzzle that requires the player to move a knight to occupy every square of a chessboard exactly once.The Turk was in fact a mechanical illusion that allowed a human chess master hiding inside to operate the machine. With a skilled operator, the Turk won most of the games played during its demonstrations around Europe and the Americas for nearly 84 years, playing and defeating many challengers including statesmen such as Napoleon Bonaparte and Benjamin Franklin. Although many had suspected the hidden human operator, the hoax was initially revealed only in the 1820s by the Londoner Robert Willis.[2] The operator(s) within the mechanism during Kempelen's original tour remains a mystery. When the device was later purchased in 1804 and exhibited by Johann NepomukMälzel, the chess masters who secretly operated it included Johann Allgaier, Boncourt, Aaron Alexandre, William Lewis,JacquesMouret, and William Schlumberger.
  • Samasource is a nonprofit organization that brings dignified, computer-based work opportunities to people living in poverty around the world. The organization's mission is based on the belief that poverty can be alleviated by tapping into the brainpower of the poor and empowering them as producers of goods and services in the global economy. Samasource secures contracts from enterprise customers to provide data entry, digitization, content moderation, and other outsourcing services.[1] The work is divided into smaller tasks called "microwork" which are completed by Samasource's distributed workforce. This workforce comes from Service Partners in 6 different countries including Haiti, India, Kenya, Pakistan, South Africa, and Uganda.
  • Add swap trading - new industry appearingtechnologist are calling this "collaborative consumption"all the trust mechanics are built in (99% of trades/swaps are successful)a powerful dynamic is at playtechnology is enabling trust between strangerstechnology can help us mimic the ties that existed locally on a global scaleThe marketplace is known the 5th 'r'reduce, reuse, recycle, repair, redistribute - i.e. streching the lifecycle of products.on a product and thus reduce waste.collaborative lifestyles: couchsurfing of my favs is called landshare - it matches mrjones with some sparespace in his back garden with mrsjones.idont want the clunckydvdi want the movie it containsidont want the answering m/c i want the message it containsidont want the cdi want the music it containsi.e. i do not want stuff i want the content i.e. access is betterthan ownershipso as our possesionsdematerialsie into the cloud things get blurrywho owns a powerdrill - ave usage in lifetime 15 mins!!in future more people will rent it out (micro lending of tools)ourswapsswitchplanettradeawaybook swapswapaceread it swap itswap treasureswap-onlinemakeupa ..y !swap it babyswapstyleswapthingswapvillageswaptreematches a persons needs with a persons wantslike online dating for stuff !
  • Our automated cars, manned by trained operators, just drove from our Mountain View campus to our Santa Monica office and on to Hollywood Boulevard. They’ve driven down Lombard Street, crossed the Golden Gate bridge, navigated the Pacific Coast Highway, and even made it all the way around Lake Tahoe. All in all, our self-driving cars have logged over 140,000 miles. 
  • Search neutrality is a principle that search engines should have no editorial policies other than that their results be comprehensive, impartial and based solely on relevance.[
  • As we wrote a few weeks ago, Zynga launched a campaignwith Save The Children to raise money via in-game donations in Zynga games like FrontierVille, FarmVille and CityVille for the relief efforts in Japan following the massive earthquake and tsunami a few weeks ago. Today, the social gaming giant is announcing that Lady Gaga has donated $750,000, through the sales of her Japan Prayer Bracelets, to Zynga’s fundraising initiative. She is also donating another $750,000 to the American Red Cross to support relief efforts in Japan.And in the past two weeks, Zynga players alone have raised more than $2.5 million for Save the Children’s Japan Earthquake Tsunami Children in Emergency Fund and other cause
  • Launched Feb 2011 – searching just for personal!‘Personal search engine’ Greplin launched publicly in February 2011. The search engine scans across a user's personal and social accounts including: Gmail, Facebook, Twitter and Google Docs, enabling users to locate any desired information that may be scattered across their social media network, whenever they want it.
  • There are several key differences in these code formats. - ScanLifeEZcode and Microsoft Tag are proprietary formats only decodable by their tools, - while QR and DataMatrix formats are open standard.
  • Top 14 things to know about QR Code:1. A QR Code is a 2D BarcodeQR codes are an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional UPC code, a 2-dimensional barcode stores data in both directions and can be scanned vertically or horizontally to be decoded.2. 2D Barcodes Can Store a Variety of DataA traditional 1D barcode (UPC/EAN) stores up to 30 numbers, while a 2D barcode (QR) can store up to 7,089 numbers. The additional storage capacity accommodates a variety of data beyond numbers:TextHyperlinkTelephone number (Phone call)SMS/MMS messageEmail (Send message)Contact entry (vCard or meCard)Calendar entry (vCalendar)Storing a hyperlink presents a myriad of possibilities beyond just loading a web page -- play a video, download a mobile app, check-in on Foursquare, update a Twitter status, "Like" a Facebook page, display map directions, and more.3. Read/Decode a 2D Barcode by Scanning it With a Smartphone(A 2D barcode reader app is required to decode the encoded data.)4. 2D Barcodes Can be Placed in and on Nearly Any LocationOnce the barcode image is created, it can be printed on nearly any surface and location -- newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake frosting, and more. This enables you to drive traffic, interaction, and conversion from anywhere. 2D barcodes excel at bringing non-digital media to life.Note: Use caution placing barcodes online. They should always enhance the user experience. If a user could click a hyperlink, don't make them scan a code to complete the same task.Bear in mind the location must be easily scannable. Plastic frames and packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all contextual factors that could impact the scanning experience.5. Mobile Barcode Scanning is on the Rise2D barcode scanning outnumbered 1D (UPC) scans in Q1 2011.- ScanLife's Q1 2011 Trend ReportMobile barcode scanning grew 1,600 percent in the year 2010. - ScanLife's 2010 Trend Report (PDF)QR barcode scanning was up 1,200 percent in the second half of 2010. - Mobio's Naked Facts Report22 percent of the Fortune 50 have already used mobile barcodes. - Burson-Marsteller ReportQR codes can be used for nearly any function (logistics, advertising, customer service, etc.) for B2B and B2C across a variety of industries:Best Buy uses QR codes on in-store price tags for quick access to online reviews.Golf Digest uses Microsoft Tag in their magazine to accompany tips with interactive video.Real estate agents use 2D barcodes on "for sale" signs providing prospective buyers access to virtual tours.Libraries are using QR codes to facilitate learning via interactive scavenger hunts.6. QR Isn't the Only Type of 2D BarcodeThe most popular 2D barcode formats are QR code, DataMatrix, ScanLifeEZcode, and Microsoft Tag (Tag).There are several key differences in these code formats. ScanLifeEZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard. (Additional format differences can be addressed in another blog post.)A Google Trends analysis of these 2D barcodes shows "QR code" dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even@MicrosoftTag uses the #QRcode hashtag on Twitter.7. Tools to Generate and Read 2D Barcodes are FreeTools are available for all major mobile phone handsets. To run a 2D barcode campaign you'll need to following:2D barcode generator (Website service)2D barcode reader (Mobile app)[Optional” 2D barcode management/tracking tool (Website service)Generators:Different generators have varying features. Choose a generator based on the options for:Code Format (i.e. QR, EZcode, Tag, etc.)Stored Data (i.e. hyperlink, meCard, SMS, etc.)Output (i.e. color, size, download file type, etc.) is a comprehensive QR generator providing a variety of stored content, color, size, and output options. ScanLife's generator creates their proprietary EZcode as well as QR and DataMatrix formats. Microsoft Tag only generates Tag.Note: To generate a code on the ScanLife or Microsoft Tag sites, you'll first need to create an account. (Tag requires providing personal info like birth date, gender, etc.)Readers:Microsoft Tag and ScanLifeEZcode can only be decoded by their respective reader apps. Because of the open standard for QR codes, dozens of reader apps are available. (DataMatrix is usually supported on most QR readers.) Some mobile handsets come with a reader app pre-installed.The following 2D barcode reader apps work on the majority of phones/handsets.Reader AppCodeFormatsDownload Link(from your mobile phone)RedLaserQR, UPC/EANredlaser.comBeeTaggReaderQR, DataMatrix, BeeTaggget.beetagg.comAT&T Code ScannerQR, DataMatrix, UPC/EANscan.mobiScanLifeEZcode, QR, DataMatrix, UPC/EANgetscanlife.comMicrosoftTagTaggettag.mobiRedLaser and AT&T Code Scanner also have geolocation features for local price comparison shopping.8. Management Tools are Available to Track Scanning AnalyticsURL-shortener and web analytics for 2D barcodes storing URL hyperlinks are a great start. For comprehensive scan tracking, you'll need to use a barcode generator tool that includes tracking analytics. (These tools are not independent.) Some management tools will merely track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation, and more. Collected analytics depends on the reader app used for scanning, so data results may vary.Management tools are relatively inexpensive and sometimes free. Paid plans typically have a free trial with fees based on the number of scans.2D Barcode Management & Tracking Tools:Microsoft Tag (Tag)ScanLife (EZcode, QR, DataMatrix, UPC)Tappinn (QR, UPC)Paperlinks (QR)QReateBUZZ (QR)BeQRious (QR)SPARQCode (QR)QReate and Track (QR)9. 2D Barcode Content Should Provide Special Value for the CustomerIt's work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the code's context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time.For example, including a QR code on a business card that links to a meCard would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a website homepage adds limited value.Note: If you link to a web page, make sure that it's mobile-friendly.10. Small or Complex QR Codes Can't be Scanned by Smartphones With Lesser Quality CamerasComplex 2D barcodes (a lot going on, not very dense) are more challenging and time consuming to scan. In the case of QR codes, more stored content forces a larger code size. In general, it's best to minimize data stored in 2D barcodes. Always use a URL-shortener to shrink hyperlinks. (Add analytics tracking parameters before shortening the link.)Warning: Small, complex QR codes are the biggest mistake currently being made by marketers. (Microsoft Tag and EZcode formats generally don't have this issue.) Smartphone cameras with resolution less than 4-megapixels can't scan a QR code smaller than about 1"x1". Moreover, without the auto-focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. The iPhone 3GS and Blackberry are popular handset examples that lack both of these camera features. Unscannable codes kill and delay the adoption rate for 2D barcode campaigns.Tip: Always provide a back-up (i.e. hyperlink, SMS text message, etc.) option for users to retrieve info within the code. A back-up enables non-smartphone users to also participate.11. Consumers Need Guidance to Scan 2D BarcodesThe variety of code types, readers, and different terminology is confusing to consumers. Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1 2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies that barely know how to use their phone, much less distinguish differences in mobile barcode formats and reader apps. As long as 2D barcodes are a novelty concept, always include a brief step-by-step guide with the context of your code.Logical steps:Get the reader appScan the code with your mobile device(Action that happens upon scanning)Tip: For the reader app download, include a URL link or SMS shortcut to expedite the process. This step is imperative when using proprietary Microsoft Tag or ScanLifeEZcode formats since only one reader is capable of scanning their codes.Steps two and three can be combined as a call-to-action. Example: "Scan to ____." (... watch a video, download our app, call customer support, etc.)12. 2D Barcodes can be Customized ArtisticallyQR codes include an Error Correction Level (ECL) that enables "damaged" codes to still be scanned. The error level tolerance (set by the code generator) can be as high as 30%. As a result, creative license can be used to create designer QR codes from a variety of colors or materials (i.e. jelly beans, sand castles, product packaging, etc.) as long as there is adequate contrast to read the code.When it comes to advanced QR code graphic design, it's harder than it looks. If you want to get fancy, I recommend connecting with QR art experts at or Tag also allows for artistic codes. Their custom tag tool allows users to generate art from codes or even overlay codes on top of photographs.Tip: Some artistic design is fun and good to see; however, don't go overboard. As long as 2D barcodes are novelty, it's important that users easily recognize a scannable code from a distance.13. Testing Scannability is Imperative.Before you mass print or distribute barcodes be sure to test for scannability. Testing factors:Smartphone cameras (resolution/auto-focus)Reader appsScan context (i.e. lighting, shadows, surfaces)Scan distanceScan timing14. Seek Expertise to Ensure Successful CampaignsTo ensure campaign success, consider consulting with a mobile barcode marketing expert, especially if it's your first time running a mobile barcode campaign. Technology, trends, and tools in this arena are rapidly changing. A few hours of expert consulting can bring your team up to speed, help optimize campaigns for success, and avoid unnecessary embarrassment for poor implementation.Expertise goes beyond consultants: Talk to your web analytics guru and learn all you can about the mobile users currently accessing your website. Seek out mobile marketing industry statistics regarding popular devices and demographics to appropriately target your audience. (Compete,ScanLife, and eMarketer provide regular useful reports.) Follow the #QRcode Twitter hashtag or subscribe to "QR Code News & Mobile Trends" ( for the latest news and case studies.Finally, download my QR Code Best Practices Checklist & Campaign Worksheet to help plan and manage your campaigns:Next Steps...Are you ready to jump start a QR code campaign? What questions do you have about the technology, tools or tactics? Please let me know in the comments below. I'll be sure to address the most popular topics in upcoming articles.
  • Killer Face book Fan Pages: 5 Inspiring Case Studies - Pringles stands out mostly for its great use of video. Because videos are so easy to consume, video is among the most commonly shared types of content online, which is why many companies strive to create videos that will go “viral” (be shared an exponentially growing number of people). Of course, creating a viral video is not easy. There is no ready made formula for create viral content.
  • Business Benefits of Using Face book Applications – THE COOL FACTOR!!!Branding - Face book can be a great resource for generating brand awareness. Face book is becoming popular amongst various age demographics and can be a create interception point for building your relationship with you consumers and prospects.Customer Engagement - Using Face book applications can be a great way for communicating promotions, contest and events. Again it is another interception point that can be leveraged to entice consumer engagement with your brand, your products or your service.Drive Web Traffic - Face book can act as a portal point for driving traffic to your site and other online properties.Reputation Management - can be a useful tool for seeing what users are saying about you and your brand. In addition your Face book profile can now be indexed in the search results and as a result can provide another favorable listing in the organic search results of the engines.New Customer Acquisition - Face book provides an opportunity to find consumers you may have not otherwise discovered.Lead Generation - Similar to the previous point is that Face book can act as another potential lead gen tool that can be used to qualify leads. Reviewing potential prospects' profiles may help you build a relationship with your prospects and aid in the lead generation qualifying process.Client Retention - provides another potential interception point to build the relationship with your consumer.Access to the social world and it’s inherent value - aka the cool factor. You never know who is using Face book. Consider the following scenario: a potential prospect could be doing research on your brand or organization and may use Face book to see if you have a presence there. Then they see that you have a Face book profile and see a number of positive posts about your brand. This in turn can shape their sphere of influence and could end up being one of many deciding factors as to why the prospect selects you over another vendor. The perception that Face book is "IN" and the fact that you are using Face book could help influence their perception of your brand. Having said that, there are still may who are anti-Facebook so it could also affect the perception about your brand. The fact remains is that Face book continues to gain popularity and it is not going away anytime soon.The Viral Effect - Take word Of mouth to a whole new level. Nothing attracts a crowd like a crowd... Face book is attracting quite a crowd.Feedback Mechanism - Using Face book and the various applications available can help you understand consumer behavior based on the sharing of content and commentary on the social networking site.Build Business Use Cases - Face book can provide you with an opportunity to build successful business cases as you target specific vertical markets with specific business objectives.
  • ItSpot launches its innovative ItSpot Toronto Social Shopping iPhone App, just in time for the holiday shopping season. Shoppers will now have an invaluable App to discover current promotions and see other shoppers' opinions and purchases.Only available in Toronto, Canada.
  • Color is a fun way to create a public photo album with your friends using multiple iPhones. Everything is instantly shared among everyone taking photos and videos using the Color app.  new ColoriPhone app that has just been launched on the Apple iTunes App Store and has been deigned to create a complete new and innovative way to use your mobile for social networking using your camera and photographs.The new Color application allows you to see other users photographs that have been taken using Color from people within 100ft your location. Providing you with a complete stream of photos to record everything going on at an event.
  • There are more uses for Twitter than I care to mention and hell, more blog space written on the subject than I care to list, however the best way to manage a brand and product is not through shouting, we're here, buy my stuff, aren't we brilliant... it is to listen and respond. For example Bank of America are gaining in popularity on the Twittersphere due to their help desk - they scan Twitter and offer advice, links to products when asked, conversations are taken offline to follow up in detail - essentially marketing the brand by offering help and advice.I teach my clients that unless you are operating a "Fire Sale" stop broadcasting - listen and take part in the conversations relevant to your business and product - the best use of Twitter for a business is Customer Care- managing their expectations and pointing them in the right direction - not shouting buy buybuy! Your business needs to set up search filters to monitor relevant conversations and join in.
  • day, another high-profile hack. The Twitter account of PayPalUK was hacked Tuesday and used to post links to an anti-PayPal site.“This account was hacked earlier. We have it in our control now. Your personal data is still 100% safe, hack occurred on Twitter not PayPal,”tweeted PayPal UK after regaining control of the account late Tuesday.The rogue tweets posted links to, an “anti-PayPal site exposing the nightmare of doing business ‘the PayPal way.’” The tweets were later removed by PayPal UK.
  • Behavioural advertising is also known as online profiling.It's rarely a coincidence when you see Web ads for products that match your interests. WSJ's Christina Tsuei explains how advertisers use cookies to track your online habit.Wittingly or not, people pay a price in reduced privacy for the information and services they receive online., the site with the most tracking files, is a case study.The site's annual revenue, about $9 million in 2009 according to an SEC filing, means the site is too small to support an extensive ad-sales team. So it needs to rely on the national ad-placing networks, whose business model is built on executives say the trade-off is fair for their users, who get free access to its dictionary and thesaurus service."Whether it's one or 10 cookies, it doesn't have any impact on the customer experience, and we disclose we do it," says spokesman Nicholas Graham. "So what's the beef?"The problem, say some industry veterans, is that so much consumer data is now up for sale, and there are no legal limits on how that data can be used.Until recently, targeting consumers by health or financial status was considered off-limits by many large Internet ad companies. Now, some aim to take targeting to a new level by tapping online social networks.Adobe Flash Local Shared ObjectsIf a browser includes the Adobe Flash Player plugin (formerly developed by Macromedia), the Local Shared Objects (“flash cookies”) functionality can be used in a way very similar to cookies. Local Shared Objects may be an attractive choice to web developers because a majority of Windows users have Flash Player installed, the default size limit is 100 kB, and the security controls are distinct from the user controls for cookies, so Local Stored Objects may be enabled when cookies are not.In some cases, web sites have created Flash LSOs that behave differently than what a user specifies for his http cookies, which has raised concern that web sites need to specify a consistent privacy policy across different types of cookies.[39]Hidden inside Ashley Hayes-Beaty's computer, a tiny file helps gather personal details about her, all to be put up for sale for a tenth of a penny.The file consists of a single code— 4c812db292272995e5416a323e79bd37—that secretly identifies her as a 26-year-old female in Nashville, Tenn.The code knows that her favorite movies include "The Princess Bride," "50 First Dates" and "10 Things I Hate About You." It knows she enjoys the "Sex and the City" series. It knows she browses entertainment news and likes to take quizzes."Well, I like to think I have some mystery left to me, but apparently not!" Ms. Hayes-Beaty said when told what that snippet of code reveals about her. "The profile is eerily correct."In an interview with WSJ's Alan Murray, WPP CEO Sir Martin Sorrell conceded that advertisers must do better to inform customers about the tracking and mapping of online behavior. On the U.S. economy, he characterized the last 6-7 months as "America Bites Back" but wonders how long the recovery will last.Ms. Hayes-Beaty is being monitored by Lotame Solutions Inc., a New York company that uses sophisticated software called a "beacon" to capture what people are typing on a website—their comments on movies, say, or their interest in parenting and pregnancy. Lotame packages that data into profiles about individuals, without determining a person's name, and sells the profiles to companies seeking customers. Ms. Hayes-Beaty's tastes can be sold wholesale (a batch of movie lovers is $1 per thousand) or customized (26-year-old Southern fans of "50 First Dates")."We can segment it all the way down to one person," says Eric Porres, Lotame's chief marketing officer.One of the fastest-growing businesses on the Internet, a Wall Street Journal investigation has found, is the business of spying on Internet users.View Full ImageBrian McCord for The Wall Street JournalAshley Hayes-Beaty's taste in film is tracked by a New York firm—and offered for sale for a tenth of a cent.Journal CommunityThe Journal conducted a comprehensive study that assesses and analyzes the broad array of cookies and other surveillance technology that companies are deploying on Internet users. It reveals that the tracking of consumers has grown both far more pervasive and far more intrusive than is realized by all but a handful of people in the vanguard of the industry.• The study found that the nation's 50 top websites on average installed 64 pieces of tracking technology onto the computers of visitors, usually with no warning. A dozen sites each installed more than a hundred. The nonprofit Wikipedia installed none.• Tracking technology is getting smarter and more intrusive. Monitoring used to be limited mainly to "cookie" files that record websites people visit. But the Journal found new tools that scan in real time what people are doing on a Web page, then instantly assess location, income, shopping interests and even medical conditions. Some tools surreptitiously re-spawn themselves even after users try to delete them.• These profiles of individuals, constantly refreshed, are bought and sold on stock-market-like exchanges that have sprung up in the past 18 months.The new technologies are transforming the Internet economy. Advertisers once primarily bought ads on specific Web pages—a car ad on a car site. Now, advertisers are paying a premium to follow people around the Internet, wherever they go, with highly specific marketing messages.It's rarely a coincidence when you see Web ads for products that match your interests. WSJ's Christina Tsuei explains how advertisers use cookies to track your online habits.Dig DeeperPart 2 in Series: Microsoft Quashed Bid to Boost Web PrivacyPart 3 in Series: On Web's Frontier, Anonymity in Name OnlyPart 4 in Series: Stalking by CellphonePart 5 in Series: Google Agonizes Over PrivacyPersonal Details Exposed Via Biggest U.S. WebsitesThe Journal's MethodologyWhat They Know About YouDigits: Your Questions on Digital PrivacyDigits: Analyzing What You Have TypedDigits: Lawsuit Tackles Files That 'Re-Spawn' CookiesFull Coverage: tracking terminologyHow to Protect YourselfAlmost every major website you visit is tracking your online activity. Here's a step-by-step guide to fending off trackers.View InteractiveThe Tracking EcosystemSurfing the Internet kickstarts a process that passes information about you and your interests to tracking companies and advertisers. See how it works.In between the Internet user and the advertiser, the Journal identified more than 100 middlemen—tracking companies, data brokers and advertising networks—competing to meet the growing demand for data on individual behavior and interests.The data on Ms. Hayes-Beaty's film-watching habits, for instance, is being offered to advertisers on BlueKai Inc., one of the new data exchanges."It is a sea change in the way the industry works," says Omar Tawakol, CEO of BlueKai. "Advertisers want to buy access to people, not Web pages."The Journal examined the 50 most popular U.S. websites, which account for about 40% of the Web pages viewed by Americans. (The Journal also tested its own site, It then analyzed the tracking files and programs these sites downloaded onto a test computer.As a group, the top 50 sites placed 3,180 tracking files in total on the Journal's test computer. Nearly a third of these were innocuous, deployed to remember the password to a favorite site or tally most-popular articles.But over two-thirds—2,224—were installed by 131 companies, many of which are in the business of tracking Web users to create rich databases of consumer profiles that can be sold.The top venue for such technology, the Journal found, was IAC/InterActive Corp.'s A visit to the online dictionary site resulted in 234 files or programs being downloaded onto the Journal's test computer, 223 of which were from companies that track Web users.The information that companies gather is anonymous, in the sense that Internet users are identified by a number assigned to their computer, not by a specific person's name. Lotame, for instance, says it doesn't know the name of users such as Ms. Hayes-Beaty—only their behavior and attributes, identified by code number. People who don't want to be tracked can remove themselves from Lotame's system.And the industry says the data are used harmlessly. David Moore, chairman of 24/7 RealMedia Inc., an ad network owned by WPP PLC, says tracking gives Internet users better advertising."When an ad is targeted properly, it ceases to be an ad, it becomes important information," he says.Tracking isn't new. But the technology is growing so powerful and ubiquitous that even some of America's biggest sites say they were unaware, until informed by the Journal, that they were installing intrusive files on visitors' computers.The Journal found that Microsoft Corp.'s popular Web portal,, planted a tracking file packed with data: It had a prediction of a surfer's age, ZIP Code and gender, plus a code containing estimates of income, marital status, presence of children and home ownership, according to the tracking company that created the file, Targus Information Corp.Both Targus and Microsoft said they didn't know how the file got onto, and added that the tool didn't contain "personally identifiable" information.Tracking is done by tiny files and programs known as "cookies," "Flash cookies" and "beacons." They are placed on a computer when a user visits a website. U.S. courts have ruled that it is legal to deploy the simplest type, cookies, just as someone using a telephone might allow a friend to listen in on a conversation. Courts haven't ruled on the more complex trackers.The most intrusive monitoring comes from what are known in the business as "third party" tracking files. They work like this: The first time a site is visited, it installs a tracking file, which assigns the computer a unique ID number. Later, when the user visits another site affiliated with the same tracking company, it can take note of where that user was before, and where he is now. This way, over time the company can build a robust profile.One such ecosystem is Yahoo Inc.'s ad network, which collects fees by placing targeted advertisements on websites. Yahoo's network knows many things about recent high-school graduate Cate Reid. One is that she is a 13- to 18-year-old female interested in weight loss. Ms. Reid was able to determine this when a reporter showed her a little-known feature on Yahoo's website, the Ad Interest Manager, that displays some of the information Yahoo had collected about her.Yahoo's take on Ms. Reid, who was 17 years old at the time, hit the mark: She was, in fact, worried that she may be 15 pounds too heavy for her 5-foot, 6-inch frame. She says she often does online research about weight loss."Every time I go on the Internet," she says, she sees weight-loss ads. "I'm self-conscious about my weight," says Ms. Reid, whose father asked that her hometown not be given. "I try not to think about it…. Then [the ads] make me start thinking about it."Yahoo spokeswoman Amber Allman says Yahoo doesn't knowingly target weight-loss ads at people under 18, though it does target adults."It's likely this user received an untargeted ad," Ms. Allman says. It's also possible Ms. Reid saw ads targeted at her by other tracking companies.Information about people's moment-to-moment thoughts and actions, as revealed by their online activity, can change hands quickly. Within seconds of visiting or, information detailing a Web surfer's activity there is likely to be auctioned on the data exchange run by BlueKai, the Seattle startup.Each day, BlueKai sells 50 million pieces of information like this about specific individuals' browsing habits, for as little as a tenth of a cent apiece. The auctions can happen instantly, as a website is visited.Spokespeople for eBay Inc. and Expedia Inc. both say the profiles BlueKai sells are anonymous and the people aren't identified as visitors of their sites. BlueKai says its own website gives consumers an easy way to see what it monitors about them.Tracking files get onto websites, and downloaded to a computer, in several ways. Often, companies simply pay sites to distribute their tracking files.But tracking companies sometimes hide their files within free software offered to websites, or hide them within other tracking files or ads. When this happens, websites aren't always aware that they're installing the files on visitors' computers.Often staffed by "quants," or math gurus with expertise in quantitative analysis, some tracking companies use probability algorithms to try to pair what they know about a person's online behavior with data from offline sources about household income, geography and education, among other things.The goal is to make sophisticated assumptions in real time—plans for a summer vacation, the likelihood of repaying a loan—and sell those conclusions.Some financial companies are starting to use this formula to show entirely different pages to visitors, based on assumptions about their income and education levels.Life-insurance site, a unit of Byron Udell & Associates Inc., last month tested a system showing visitors it determined to be suburban, college-educated baby-boomers a default policy of $2 million to $3 million, says Accuquote executive Sean Cheyney. A rural, working-class senior citizen might see a default policy for $250,000, he says."We're driving people down different lanes of the highway," Mr. Cheyney says.Consumer tracking is the foundation of an online advertising economy that racked up $23 billion in ad spending last year. Tracking activity is exploding. Researchers at AT&T Labs and Worcester Polytechnic Institute last fall found tracking technology on 80% of 1,000 popular sites, up from 40% of those sites in 2005.The Journal found tracking files that collect sensitive health and financial data. On Encyclopaedia Britannica Inc.'s dictionary website, one tracking file from Healthline Networks Inc., an ad network, scans the page a user is viewing and targets ads related to what it sees there. So, for example, a person looking up depression-related words could see Healthline ads for depression treatments on that page—and on subsequent pages viewed on other sites.Healthline says it doesn't let advertisers track users around the Internet who have viewed sensitive topics such as HIV/AIDS, sexually transmitted diseases, eating disorders and impotence. The company does let advertisers track people with bipolar disorder, overactive bladder and anxiety, according to its marketing materials.Targeted ads can get personal. Last year, Julia Preston, a 32-year-old education-software designer in Austin, Texas, researched uterine disorders online. Soon after, she started noticing fertility ads on sites she visited. She now knows she doesn't have a disorder, but still gets the ads.It's "unnerving," she says.Tracking became possible in 1994 when the tiny text files called cookies were introduced in an early browser, Netscape Navigator. Their purpose was user convenience: remembering contents of Web shopping carts.Back then, online advertising barely existed. The first banner ad appeared the same year. When online ads got rolling during the dot-com boom of the late 1990s, advertisers were buying ads based on proximity to content—shoe ads on fashion sites.The dot-com bust triggered a power shift in online advertising, away from websites and toward advertisers. Advertisers began paying for ads only if someone clicked on them. Sites and ad networks began using cookies aggressively in hopes of showing ads to people most likely to click on them, thus getting paid.Targeted ads command a premium. Last year, the average cost of a targeted ad was $4.12 per thousand viewers, compared with $1.98 per thousand viewers for an untargeted ad, according to an ad-industry-sponsored study in March.The Journal examined three kinds of tracking technology—basic cookies as well as more powerful "Flash cookies" and bits of software code called "beacons."More than half of the sites examined by the Journal installed 23 or more "third party" cookies. installed the most, placing 159 third-party cookies.Cookies are typically used by tracking companies to build lists of pages visited from a specific computer. A newer type of technology, beacons, can watch even more activity.Beacons, also known as "Web bugs" and "pixels," are small pieces of software that run on a Web page. They can track what a user is doing on the page, including what is being typed or where the mouse is moving.The majority of sites examined by the Journal placed at least seven beacons from outside companies. had the most, 41, including several from companies that track health conditions and one that says it can target consumers by dozens of factors, including zip code and President ShravanGoli attributed the presence of so many tracking tools to the fact that the site was working with a large number of ad networks, each of which places its own cookies and beacons. After the Journal contacted the company, it cut the number of networks it uses and beefed up its privacy policy to more fully disclose its practices.The widespread use of Adobe Systems Inc.'s Flash software to play videos online offers another opportunity to track people. Flash cookies originally were meant to remember users' preferences, such as volume settings for online videos.But Flash cookies can also be used by data collectors to re-install regular cookies that a user has deleted. This can circumvent a user's attempt to avoid being tracked online. Adobe condemns the practice.Most sites examined by the Journal installed no Flash cookies. installed 55.That finding surprised the company, which said it was unaware of them. Comcast Corp. subsequently determined that it had used a piece of free software from a company called Clearspring Technologies Inc. to display a slideshow of celebrity photos on The Flash cookies were installed on Comcast's site by that slideshow, according to Comcast.Clearspring, based in McLean, Va., says the 55 Flash cookies were a mistake. The company says it no longer uses Flash cookies for tracking.CEO HoomanRadfar says Clearspring provides software and services to websites at no charge. In exchange, Clearspring collects data on consumers. It plans eventually to sell the data it collects to advertisers, he says, so that site users can be shown "ads that don't suck." Comcast's data won't be used, Clearspring says.Wittingly or not, people pay a price in reduced privacy for the information and services they receive online., the site with the most tracking files, is a case study.The site's annual revenue, about $9 million in 2009 according to an SEC filing, means the site is too small to support an extensive ad-sales team. So it needs to rely on the national ad-placing networks, whose business model is built on tracking.Journal CommunityDISCUSS“Think about how these technologies and the associated analytics can be used in other industries and social settings (e.g. education) for real beneficial impacts. This is nothing new for the web, the now that it has matured, it can be a positive game-changer.”—Mitchell executives say the trade-off is fair for their users, who get free access to its dictionary and thesaurus service."Whether it's one or 10 cookies, it doesn't have any impact on the customer experience, and we disclose we do it," says spokesman Nicholas Graham. "So what's the beef?"The problem, say some industry veterans, is that so much consumer data is now up for sale, and there are no legal limits on how that data can be used.Until recently, targeting consumers by health or financial status was considered off-limits by many large Internet ad companies. Now, some aim to take targeting to a new level by tapping online social networks.Media6Degrees Inc., whose technology was found on three sites by the Journal, is pitching banks to use its data to size up consumers based on their social connections. The idea is that the creditworthy tend to hang out with the creditworthy, and deadbeats with deadbeats."There are applications of this technology that can be very powerful," says Tom Phillips, CEO of Media6Degrees. "Who knows how far we'd take it?"—Emily Steel, Jennifer Valentino-DeVries and Tom McGinty contributed to this report.Write to Julia Angwin at
  • A micropayment is a financial transaction involving a very small sum of money and usually one that occurs online. PayPal defines a micropayment as a transaction of less than 12 USD[1] while Visa prefers transactions under $20,[2] and though micropayments were originally envisioned to involve much smaller sums of money, practical systems to allow transactions of less than 1 USD have seen little success.Millicent, originally a project of Digital Equipment Corporation,[7] was a micropayment system that was to support transactions from as small as 1/10 of a cent up to $5.00.
  • The future of the web for scottish enterprise

    1. 1. © Stephen Whitelaw 2010<br />The Future of the Web?<br />
    2. 2. © Stephen Whitelaw 2010<br />Agenda (Hashtag #webfuture)<br />Semantic Web<br />Interesting Statistics<br />Understanding Users<br />User Generated Content<br />Collaborative Innovation<br />Google<br />Search Engine Optimization<br />Advertising Online<br />Mass Collaboration<br />The Power of Video<br />Competitor Analysis Tools<br />Visitors Analysis/Statistics<br />Social Bookmarking<br />Tag Clouds<br />QR Codes<br />Augmented Reality<br />Virtual Worlds<br />Flash Mobbing<br />Web 1.0 KPI’s and new SM KPI’s<br />Twangoo<br />Privacy<br />Your Brand Online<br />Online Reputation Management<br />Social Media Monitoring Tools<br />Social Media ROI<br />Facebook<br />Comply with Standards<br />Geo-Location<br />Time Savers #1<br />Time Savers #2<br />What if I am hacked?<br />LinkedIn<br />Zombie Landscapes<br />Open Source models<br />Copyright v Copyleft<br />The Long Tail<br />Free – a radical new price<br />Volunteer Computing<br />Cool Sites<br />Useful Book<br />
    3. 3. © Stephen Whitelaw 2010<br />Some predictions for the future…<br />the thing about predictions...<br /><br />
    4. 4. © Stephen Whitelaw 2010<br />"I think there is a world market for maybe five computers." Thomas Watson, chairman of IBM, 1943<br />
    5. 5. © Stephen Whitelaw 2010<br /> "There is no reason anyone would want a computer in their home."Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977<br />
    6. 6. © Stephen Whitelaw 2010<br /> "640K of memory should be enough for anybody.” Bill Gates, president founder of Microsoft Corp., 1981<br />
    7. 7. © Stephen Whitelaw 2010<br />Web 1,2,3 and 4…<br />The Semantic Web<br />Google love/hate<br />The Splinternet (Gartner)<br />
    8. 8. © Stephen Whitelaw 2010<br />Definitions of Web 1.0, 2.0 and 3.0<br />Definitions of Web 1.0, 2.0, and 3.0<br /><ul><li>Web 1.0 – The static web (html files – no interaction)
    9. 9. Web 2.0 – Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups etc. Web 2.0 sites allow their users to interact with other users or to change website content.
    10. 10. Web 3.0 – The Semantic Web, making it possible for the web to "understand" and satisfy the requests of people.</li></li></ul><li>© Stephen Whitelaw 2010<br />Definitions of Web 1.0, 2.0, and 3.0<br /><ul><li>Web 1.0 – The static web (html files – no interaction) </li></li></ul><li>© Stephen Whitelaw 2010<br />Definitions of Web 1.0, 2.0, and 3.0<br /><ul><li>Web 2.0 – Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups etc. Web 2.0 sites allow their users to interact with other users or to change website content.</li></li></ul><li>© Stephen Whitelaw 2010<br />Definitions of Web 1.0, 2.0, and 3.0<br /><ul><li>Web 3.0 – The Semantic Web, making it possible for the web to “understand” and satisfy the requests of </li></ul>people.<br /><br />
    11. 11. © Stephen Whitelaw 2010<br />Web 3.0 (The Semantic Web)<br />Web 3.0 – The Semantic Web<br />“The Semantic Web is nota separate Web<br />but an extension of the current one, in which information <br />is given well-defined meaning, better enabling <br />computers and people to work in cooperation”<br />Sir Tim Berners-Lee<br />
    12. 12. © Stephen Whitelaw 2010<br />Evolution of the Web<br />Evolution of the Web<br />
    13. 13. © Stephen Whitelaw 2010<br />Web 1.0, 2.0 and 3.0<br />Web 1.0, Web 2.0 and Web 3.0<br /><br />
    14. 14. © Stephen Whitelaw 2010<br />Some interesting statistics<br />
    15. 15. © Stephen Whitelaw 2010<br />Social Media Facts 1 of 3?<br />Time spent on social network sites is growing 3 times faster than the Net itself<br />Social media messages have replaced e-mail as the dominant form of e-communications<br />If facebook was a country – it would be the 4th most populated in the world<br />93% of social media users think that companies should be actively engaged<br />
    16. 16. © Stephen Whitelaw 2010<br />Social Media Facts 2 of 3?<br />13 hours<br />Amount of video uploaded on youtube every minute<br />412.3 years<br />Time to view all youtube videos<br />100,000,000<br />Number of youtube videos viewed every day<br />13,000,000<br />Number of articles on wikipedia<br />3,600,000,000<br />Number of images on flickr<br />
    17. 17. © Stephen Whitelaw 2010<br />Social Media Facts 3 of 3?<br />1,382%<br />Monthly growth of Twitter<br />50,000,000<br />Average number of Tweets per day<br />5,000,000<br />Number of active Barrack Obama supporters across 15 social networks<br />29 Million+<br />Views of the ‘Where the Hell is Matt’ video on YouTube<br />
    18. 18. In the last 6 months ...<br />400 million active users to 700 million<br />75 million user accounts with 15 million active users to 190 million users<br />50 million users worldwide to 100 million<br /> 14 million articles to 15 million<br />
    19. 19. Key venues such as Facebook, Digg, Twitter, Delicious, LinkedIn all have rather large concentrations of over 35’s.<br />Social MediaJust for Young Audiences?<br />
    20. 20. Average age on social sites<br />
    21. 21. © Stephen Whitelaw 2011<br />“The Web is Dead Long Live the Internet” !<br />
    22. 22. E-Mail Volume of ITCS&S organization<br />>80% reduction of email<br />Source:<br />
    23. 23. The Internet of Things/Objects<br />© Stephen Whitelaw 2010<br />
    24. 24. Desktop to Mobile<br />© Stephen Whitelaw 2011<br />
    25. 25. Paperphone<br />© Stephen Whitelaw 2011<br />
    26. 26. Mobile Wallets<br />© Stephen Whitelaw 2011<br />
    27. 27.<br />© Stephen Whitelaw 2011<br />
    28. 28.<br />© Stephen Whitelaw 2011<br />
    29. 29. Dashcode<br />© Stephen Whitelaw 2011<br />
    30. 30. Titanium<br />© Stephen Whitelaw 2011<br />
    31. 31. Corona<br />© Stephen Whitelaw 2011<br />
    32. 32. © Stephen Whitelaw 2010<br />User Engagement<br />
    33. 33. © Stephen Whitelaw 2010<br />User Engagement<br />
    34. 34. © Stephen Whitelaw 2010<br />User Engagement – Made Easy<br />Improve your website sign-in experience<br />Increase Registrations<br />
    35. 35. © Stephen Whitelaw 2010<br />Reduce Cost of Participation<br />versus<br />This is easy<br />Free, but not so easy<br />
    36. 36. © Stephen Whitelaw 2010<br />
    37. 37. © Stephen Whitelaw 2010<br />Tech-Savvy Consumers<br /> – voucher codes<br /> – discount codes<br /> – promotional codes<br /> – cashback site<br /> – cashback site<br /> - £25m+ saved!<br />
    38. 38. © Stephen Whitelaw 2010<br />Make connections secure<br />Secure Google !<br />
    39. 39. © Stephen Whitelaw 2010<br />EV SSL Certificate<br />Extended Validation SSL certificates – highest level of trust [Tells your customers the company is real and trusted]<br />
    40. 40. © Stephen Whitelaw 2010<br />Make visitors ‘feel’ safe(Accreditation schemes for online retailers.)<br /><br /><br /><br /><br /><br /><br />
    41. 41. © Stephen Whitelaw 2010<br />User Generated Content (UGC)<br />
    42. 42. © Stephen Whitelaw 2010<br />What is User Generated Content?<br />Definition<br />Various kinds of [media] content that are produced by end-users, (as opposed to traditional media producers such as professional writers, publishers, journalists, licensed broadcasters and production companies) - Wikipedia<br />
    43. 43. © Stephen Whitelaw 2010<br />Examples of User Generated Content<br />Reality TV<br />Blogs, vlogs, moblogs, microblogs, wikis<br />Video<br />Opinions & reviews <br />Social networking<br />Social book-marking sites<br />Personalized pages<br />
    44. 44. © Stephen Whitelaw 2010<br />UGC is part of a larger trend<br />December 2007 Time recognized “You” as the ‘Person of the Year’<br />Brand democratization<br />Consumers are in control<br />Peer production<br />Citizen journalism<br />
    45. 45. © Stephen Whitelaw 2010<br />UGC is not going away<br />Creation generation, peer production, customer-made<br />Consumers have power and won’t give it up<br />Technology and bandwidth advances are lowering barriers to entry<br />New tools make creation easier every day<br />
    46. 46. © Stephen Whitelaw 2010<br />UGC Consumption in the US<br />101M<br />75M<br />Source: eMarketer, June 2007<br />
    47. 47. © Stephen Whitelaw 2010<br />
    48. 48. © Stephen Whitelaw 2010<br />
    49. 49. © Stephen Whitelaw 2010<br />Prosper<br />
    50. 50. © Stephen Whitelaw 2010<br />Zopa<br />
    51. 51. The world's first equity-based crowdfunding community<br />© Stephen Whitelaw 2010<br />
    52. 52. Weddar<br />© Stephen Whitelaw 2010<br />
    53. 53. © Stephen Whitelaw 2010<br />“Evolution” of the car<br />Car ownership<br />Ride Sharing<br />Car Sharing<br />P2P car rental<br />
    54. 54. © Stephen Whitelaw 2010<br />Encarta no more ..<br />
    55. 55. © Stephen Whitelaw 2010<br />Wikipedia<br />
    56. 56. © Stephen Whitelaw 2010<br /> &<br />
    57. 57. © Stephen Whitelaw 2010<br />YouTube<br />
    58. 58. © Stephen Whitelaw 2010<br />flickr<br />
    59. 59. © Stephen Whitelaw 2010<br />tripadvisor<br />
    60. 60. © Stephen Whitelaw 2010<br /><ul><li>World’s largest online travel community - Hotels/Restaurants/Attractions
    61. 61. 32 million unique monthly visitors, 15 million+ members
    62. 62. 35 million reviews of 450,000 hotels in 23 countries.
    63. 63. Often criticised for allowing reviews to be posted by anyone, without needing supporting evidence</li></ul>“We often hear from travelers that how a property responds to criticism has more influence on their booking decision than the criticism itself.”—April Robb, Trip Advisor<br />
    64. 64. Tripadvisor + Facebook<br />© Stephen Whitelaw 2011<br />
    65. 65. Airbnb<br />© Stephen Whitelaw 2011<br />
    66. 66. © Stephen Whitelaw 2010<br />slideshare<br />
    67. 67. © Stephen Whitelaw 2010<br />PatientsLikeMe<br />
    68. 68. Experts Exchange – old world<br />© Stephen Whitelaw 2011<br />
    69. 69. Stackoverflow – new world<br />© Stephen Whitelaw 2011<br />
    70. 70. Serverfault & Mathematics<br />© Stephen Whitelaw 2011<br />
    71. 71. Stackoverflow funded by new website for Jobs<br />© Stephen Whitelaw 2011<br />
    72. 72. Automaton Chess Player (circa 1850)<br />© Stephen Whitelaw 2011<br />
    73. 73. Mechanical Turks<br />© Stephen Whitelaw 2011<br />
    74. 74. Internet Eyes<br />© Stephen Whitelaw 2011<br />
    75. 75. 5/5 Reviews – paid for!<br />© Stephen Whitelaw 2011<br />
    76. 76. Iranian riots – “crowd sourced roundup”<br />© Stephen Whitelaw 2011<br />
    77. 77.<br />© Stephen Whitelaw 2011<br />
    78. 78. © Stephen Whitelaw 2010<br />Collaborative Innovation<br /><br /><br /><br /><br /><br />
    79. 79. Collaborative Innovation Tools - Feedback apps.<br />Soliciting, accepting and organizing feedback is no longer a daunting task.<br /><br /> (<br /><br /><br /><br /><br /><br /><br /><br /> - <br />© Stephen Whitelaw 2010<br />
    80. 80. GetSatisfaction inside Facebook<br />© Stephen Whitelaw 2011<br />
    81. 81. Collaborative Consumption (online swapping)<br />© Stephen Whitelaw 2011<br />
    82. 82. Group Texting 1 of 2<br />© Stephen Whitelaw 2010<br />
    83. 83. Group Texting 2 of 2<br />© Stephen Whitelaw 2010<br />
    84. 84. Google enter Group texting marketplace<br />© Stephen Whitelaw 2010<br />
    85. 85. Group Video Calling ...<br /><br />© Stephen Whitelaw 2010<br />
    86. 86. © Stephen Whitelaw 2010<br />
    87. 87. © Stephen Whitelaw 2010<br />Images<br />Directory<br />Book Search <br />Checkout<br />Alerts<br />Catalogs<br />Finance<br />Web Search Features<br />Desktop<br />Search<br />Froogle<br />Earth<br />Blog Search<br />Video<br />Local<br />Toolbar<br />Specialized Searches<br />Maps<br />Scholar<br />News<br />
    88. 88. © Stephen Whitelaw 2010<br />Google Chrome <br />Google Desktop<br />Google Earth<br />Google Pack<br />Picasa<br />Sketchup<br />List of Google Products 1 of 8<br />
    89. 89. © Stephen Whitelaw 2010<br />Google Gears<br />Google Buzz<br />Gmail<br />Blogger<br />Google News<br />iGoogle<br />List of Google Products 2 of 8<br />
    90. 90. © Stephen Whitelaw 2010<br />Froogle<br />Google Latitude<br />Google Skymap <br />Google Goggles<br />YouTube<br />Google Voice<br />List of Google Products 3 of 8<br />
    91. 91. © Stephen Whitelaw 2010<br />AdMob<br />Google Dashboard<br />Adwords/Adsense<br />DoubleClick<br />Google Apps<br />Google Docs<br />List of Google Products 4 of 8<br />
    92. 92. © Stephen Whitelaw 2010<br />Google Feedburner<br />Knol<br />Orkut<br />Panoramio<br />Picnik<br />Google Reader<br />Google Health<br />List of Google Products 5 of 8<br />
    93. 93. © Stephen Whitelaw 2010<br />Google Sites (was Jspots)<br />Android<br />Google Sidewiki<br />Open Social<br />Google Chrome OS<br />Google Mars / Moon<br />List of Google Products 6 of 8<br />
    94. 94. © Stephen Whitelaw 2010<br />Google Alerts<br />Google Product Search/Base<br />Aardvark<br />Google Checkout<br />Google Translate<br />Fast Flip<br />Google Real-Estate/Property search<br />Google URL Shortner<br />List of Google Products 7 of 8<br />
    95. 95. © Stephen Whitelaw 2010<br />Google Groups<br />Google Finance<br />Google Scholar<br />Analytics<br />Trends<br />Goog-411<br />Google Public DNS<br />Google Maps<br />Homebrew Google Maps!<br />List of Google Products 8 of 8<br />
    96. 96. Google #1<br />© Stephen Whitelaw 2010<br />
    97. 97. Google Cars<br />© Stephen Whitelaw 2011<br />
    98. 98. © Stephen Whitelaw 2010<br />
    99. 99. © Stephen Whitelaw 2010<br /> – Fake Google logos<br /> – Google without the affiliates<br /> – seo tool<br /> – Google earth oddities.<br /> very scary searches<br /> – useful site on whats happening<br /> – interesting take on search<br /> – Goolag Scanner – terrifying tool<br /> – Only in America!<br /> – Google torrent engine!<br /> - Mess up Google<br /> – Islamic Google Search<br /> – Funny Google suggestions<br />– Hack Google!<br />
    100. 100. © Stephen Whitelaw 2010<br />“Is Google Making Us Stupid?” by Nicholas Carr in The Atlantic<br />The Shallows: What the Internet Is Doing to Our Brains by Carr <br />“Yes, the Internet is rotting your brain”, on The Shallows<br />Review of The Shallowsfrom Financial Times<br />Rough Type, Carr’s blog <br />
    101. 101. Search Neutrality!<br />© Stephen Whitelaw 2011<br />
    102. 102. © Stephen Whitelaw 2010<br />
    103. 103. © Stephen Whitelaw 2010<br />
    104. 104. Japanese Earthquake/Tsunami Crisis<br />© Stephen Whitelaw 2010<br />
    105. 105. © Stephen Whitelaw 2010<br />
    106. 106. Microsoft Response<br />© Stephen Whitelaw 2010<br />
    107. 107. Zynga response – Apple response<br />© Stephen Whitelaw 2010<br />
    108. 108. YouTube response<br />© Stephen Whitelaw 2010<br />
    109. 109. Microsoft again!<br />© Stephen Whitelaw 2011<br />
    110. 110. © Stephen Whitelaw 2010<br />Google Chromefastball<br />
    111. 111. © Stephen Whitelaw 2010<br />Search Engine Optimisation SEO (or cheating Google!)<br />Don’t do (Blackhat): Hidden content, keyword stuffing, link farming, doorway pages, IP cloacking. [Duplicate content]<br />Do (Whitehat/ethical): Fresh up to date relevant content, inbound links, friendly URL’s.<br />
    112. 112. © Stephen Whitelaw 2010<br />Buying Traffic – be careful!<br /><br /><br /><br /><br />
    113. 113. © Stephen Whitelaw 2010<br />Shopping Channels<br />
    114. 114. © Stephen Whitelaw 2010<br /><br />
    115. 115. © Stephen Whitelaw 2010<br /><br />
    116. 116. © Stephen Whitelaw 2010<br />Search Engine Optimisation SEO (or cheating Google!)<br />Learn and keep up to date with:<br /><br /><br /><br />
    117. 117. © Stephen Whitelaw 2010<br />Search Engine Optimisation SEO (or cheating Google!)<br /> – Family Online Safety Institute.<br />ICRA Tools – Label Generator -<br />(Up to 30% increase in traffic)<br /><br />[ Recreational Software Advisory Council was replaced by ICRA]<br />
    118. 118. Greplin – Social Search<br />© Stephen Whitelaw 2011<br />
    119. 119. © Stephen Whitelaw 2010<br />Your Advertising Budget – Attract More Customers<br />Google Adwords -<br /> (Adwords / Adsense)<br />Yahoo Advertising -<br />Microsoft Advertising -<br />facebook Ads<br />Coming soon … Twitter ads -<br />Coming soon … Apple iAds [iphone OS 4.0 onwards]<br />[Please remember ‘negative keywords’/’excluded words’]<br />
    120. 120. © Stephen Whitelaw 2010<br />Some advertising definitions <br />PPC – Pay Per Click<br />CPA – Cost Per Action/Aquisition<br />CTR – Click Through Rate<br />CPC – Cost Per Click<br />CPM – Cost per Thousand<br />eCM – effective Cost Per Thousand Impressions<br />CPL – Cost Per Lead<br />CPS – Cost Per Sale<br />
    121. 121. © Stephen Whitelaw 2010<br />Amazon Associate model<br />
    122. 122. © Stephen Whitelaw 2010<br />OfferVault<br />
    123. 123. © Stephen Whitelaw 2010<br />Commission Junction<br />
    124. 124. © Stephen Whitelaw 2010<br /><br />
    125. 125. © Stephen Whitelaw 2010<br />Mass Customisation"You can paint it any color, so long as it's black"<br /> – design your own chocolate bar<br /> – custom jewellery<br /> – custom jerky<br /> – bespoke ladies shoes<br /> – create your own petfood<br /> – custom jelly beans<br /> – mix your own shirt<br /> - custom gifts, posters<br /><br /> – custom handbags<br /> – build your own energy bars<br /> – self publishing: books, cd’s, calendars, yearbooks etc.<br /> - build your own Nike sneaker.<br /> – create personalised greeting cards.<br /> – personlizedvidoes.<br /> – personalized story books<br />
    126. 126. Print me a Stradivarius!<br />© Stephen Whitelaw 2010<br />
    127. 127. 3D Printing/Fabricators<br />Print?: a spare part for your car, a lampshade, or a violin!<br />Today: Only plastics, resins, metals<br />Cost: Currently same as a laser printer was in 1985. (£10,000+)<br />Advantage: No waste (1/10th) used, No factories<br />Possibilities: Endless, even RepRap.<br /><br />[]<br />© Stephen Whitelaw 2010<br />
    128. 128. © Stephen Whitelaw 2010<br />“1 minute of video is worth 1.8 million words” – Forrester (April 2010)<br />
    129. 129. © Stephen Whitelaw 2011<br />
    130. 130. © Stephen Whitelaw 2010<br />
    131. 131. © Stephen Whitelaw 2010<br />
    132. 132. © Stephen Whitelaw 2010<br />
    133. 133. © Stephen Whitelaw 2010<br />
    134. 134. © Stephen Whitelaw 2010<br />
    135. 135. © Stephen Whitelaw 2010<br />Everyone is on <br />10 Downing Street<br />The Royal Family<br />The BBC<br />Channel 4<br />
    136. 136. © Stephen Whitelaw 2010<br />Everyone is on<br />The Whitehouse<br />Stanford University<br />Mayo Clinic<br />British Airways<br />
    137. 137. © Stephen Whitelaw 2010<br />
    138. 138. © Stephen Whitelaw 2010<br />
    139. 139. © Stephen Whitelaw 2010<br />
    140. 140. Nintendo<br />© Stephen Whitelaw 2011<br />
    141. 141. © Stephen Whitelaw 2010<br />Power of Video 1 of 2<br /><br /> [noflash required]<br /> [Look out Spotify!]<br /> [BP we hate you]<br />] [Bladerunner]<br /> [Youtube vs TV?]<br />
    142. 142. © Stephen Whitelaw 2010<br /><br /> - You’re on!<br />– Video for Business<br /> ( – Chat with strangers<br />Make your own videos:<br /><br />Power of Video 2 of 2<br />
    143. 143. List of main video websites<br />© Stephen Whitelaw 2010<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
    144. 144. © Stephen Whitelaw 2010<br />Competitor Analysis Tools <br /> – Competitor Traffic analysis<br /> – Detailed visitor analysis<br /> – Eat your competitors lunch<br /> (websites)<br /> – Computational Search Engine<br /> - Google spreadsheet search<br />
    145. 145. © Stephen Whitelaw 2010<br />Visitor Statistics<br />Google Analytics<br />A/B multivariate analysis<br /><br />Awstats<br /><br /><br />
    146. 146. © Stephen Whitelaw 2010<br />Visitor Statistics continued<br />Vibrant Ads]<br />Dynamic Logic <br />Revenue Science<br /> – The Web Information People<br />“The Waybackmachine”<br />Block bot using robots.txt – see below<br /> User-agent: Alexa User-agent: Disallow: /Folder/ <br /><br /> ( 10/10 8/10)<br />
    147. 147. © Stephen Whitelaw 2010<br />Understanding Users<br />
    148. 148. © Stephen Whitelaw 2010<br />Bookmarks/Favourites<br />Website Listing -> Bookmarks<br />Bookmarks->Shared online bookmarks<br />Backup for bookmarks xmarks etc<br />Social Bookmarks (, now with Analytics)<br />
    149. 149. © Stephen Whitelaw 2010<br />Share Bookmarks 1 of 3<br />
    150. 150. © Stephen Whitelaw 2010<br />Share Bookmarks 2 of 3<br />
    151. 151. © Stephen Whitelaw 2010<br />Share Bookmarks 3 of 3<br />
    152. 152. © Stephen Whitelaw 2010<br />Online Social Bookmarking -AddThis<br />
    153. 153. © Stephen Whitelaw 2010<br />Online Social Bookmarking - ShareThis<br />
    154. 154. © Stephen Whitelaw 2010<br />Social Media<br />
    155. 155. Social Media Risks<br />
    156. 156. © Stephen Whitelaw 2010<br />Conversation Prism<br />
    157. 157. © Stephen Whitelaw 2010<br />Role of the Social Consumer<br />
    158. 158. © Stephen Whitelaw 2010<br />Shoply<br />
    159. 159. © Stephen Whitelaw 2010<br />Social Media is Global and mainstream<br />184m Bloggers<br />73% of active online users have read a blog<br />45% have started a blog<br />57% have joined a social network<br />55% have uploaded photos<br />83% have watched video clips<br />39% subcribe to an RSS feed<br />
    160. 160. © Stephen Whitelaw 2010<br />In 2008, if you’re not on a social networking site,you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem.<br />IAB Platform Status Report:<br />User Generated Content, Social Media, and Advertising<br />An Overview - April 2008<br />
    161. 161. © Stephen Whitelaw 2010<br />
    162. 162. © Stephen Whitelaw 2010<br />
    163. 163. © Stephen Whitelaw 2010<br />
    164. 164. © Stephen Whitelaw 2010<br />Who do you trust?<br />Only 14% of people trust advertisements<br />78% of people trust the recommendations of other consumers<br />Nielsen “Trust in Advertising” report – October 2007<br />“Why” are review so powerful? <br /><ul><li>Increase conversion rates
    165. 165. Brand Trust
    166. 166. Fresh content about you</li></li></ul><li>The F-Factor<br />© Stephen Whitelaw 2011<br />Friends, Fans, Followers<br />
    167. 167. © Stephen Whitelaw 2010<br />
    168. 168. © Stephen Whitelaw 2010<br />Social Media is Counter-intuitive <br />Communications Media<br />Social Media<br />Space defined by Media Owner<br />Brand in control<br />One way / Delivering a message<br />Repeating the message<br />Focused on the brand<br />Entertaining<br />Company created content<br />Space defined by Consumer<br />Consumer in control<br />Two way / Being a part of a conversation<br />Adapting the message/ beta<br />Focused on the consumer / Adding value<br />Influencing, involving<br />User created content / Co-creation<br />
    169. 169. © Stephen Whitelaw 2010<br />What motivates people to participate?<br />Expressing themselves<br />Support<br />Listening<br />Sharing<br />Recognition<br />Power<br />The culture of the organization<br />
    170. 170. © Stephen Whitelaw 2010<br />Participation Inequality<br />Jakob Nielsen’s 1-9-90 rule<br />(Pareto Principle [80/20 rule])<br />
    171. 171. © Stephen Whitelaw 2010<br />Examples of Social Media<br />Blogs<br />Social Network Sites<br />Virtual Realities <br />Social Content <br />RSS Feeds<br />Wikis<br />Mash Ups<br />Podcasts<br />Social Bookmarks<br />Mobile Web; Internet Telephony<br />Social Applications <br />Twitter<br />
    172. 172. © Stephen Whitelaw 2010<br />Social Media Features<br />Openness<br />Communities and Networks<br />Hosted Services<br />Interactivity<br />Global <br />Peering <br />Mass Collaboration<br />Sharing <br />Social Element<br />The Internet as the platform<br />Empowerment<br />
    173. 173. © Stephen Whitelaw 2010<br />
    174. 174. © Stephen Whitelaw 2010<br />Three Simple Questions<br /><ul><li>Who are your customers?
    175. 175. Where do they hang out online?
    176. 176. How can we best engage with and energise them?</li></li></ul><li>© Stephen Whitelaw 2010<br />Social Media Examples<br />
    177. 177. © Stephen Whitelaw 2010<br /> (Blendtec)<br />
    178. 178. © Stephen Whitelaw 2010<br />Blentec YouTube Channel<br />
    179. 179. © Stephen Whitelaw 2010<br /><br />
    180. 180. © Stephen Whitelaw 2010<br /><br />
    181. 181., Print, Radio Ads) <br />© Stephen Whitelaw 2010<br />
    182. 182.
    183. 183. 99designs“Crowd sourced creative designs”<br />© Stephen Whitelaw 2010<br />
    184. 184. 99tests<br />© Stephen Whitelaw 2011<br />
    185. 185. © Stephen Whitelaw 2010<br />rogersmithhotel - website<br />
    186. 186. © Stephen Whitelaw 2010<br />rogersmithhotel – life blog<br />
    187. 187. © Stephen Whitelaw 2010<br />rogersmithhotel – YouTube Channel<br />
    188. 188. © Stephen Whitelaw 2010<br />rogersmithhotel - Twitter<br />
    189. 189. © Stephen Whitelaw 2010<br />rogersmithhotel - flickr<br />
    190. 190. © Stephen Whitelaw 2010<br />rogersmithotel - facebook<br />
    191. 191. © Stephen Whitelaw 2010<br />rogersmithhotel - tripadvisor<br />
    192. 192. live feed<br />© Stephen Whitelaw 2011<br />
    193. 193. © Stephen Whitelaw 2010<br />Affinia Hotels<br />
    194. 194. © Stephen Whitelaw 2010<br />Affinia Hotels<br />
    195. 195. © Stephen Whitelaw 2010<br />Skittles<br />
    196. 196. © Stephen Whitelaw 2010<br />United Breaks Guitars<br />
    197. 197. © Stephen Whitelaw 2010<br />
    198. 198. Risks with employees online<br />© Stephen Whitelaw 2010<br />
    199. 199. © Stephen Whitelaw 2010<br />SWA Rap<br />
    200. 200. © Stephen Whitelaw 2010<br />Kruger National Park<br />
    201. 201. © Stephen Whitelaw 2010<br />Tag Cloud<br />, , Online free Tag Cloud Creators<br />
    202. 202. © Stephen Whitelaw 2010<br />QR Codes<br />“Get offline audiences online instantly”<br /> - url<br /> + geo<br /> - url + others<br />
    203. 203. 4 different types of QR Codes<br />© Stephen Whitelaw 2011<br />
    204. 204. © Stephen Whitelaw 2010<br />QR Codes<br />
    205. 205. © Stephen Whitelaw 2010<br />QR Codes<br />
    206. 206. © Stephen Whitelaw 2010<br />
    207. 207. © Stephen Whitelaw 2010<br />Pet Shop Boys<br />
    208. 208. © Stephen Whitelaw 2010<br /><br />
    209. 209. © Stephen Whitelaw 2010<br />
    210. 210. © Stephen Whitelaw 2010<br />Google Places<br />
    211. 211. QR code your CV!<br />© Stephen Whitelaw 2011<br />
    212. 212. QR Codes After Death !<br />© Stephen Whitelaw 2011<br />
    213. 213. Good looking codes<br />© Stephen Whitelaw 2010<br />
    214. 214. QR Codes - are they audience appropriate?<br />52% have seen or heard of QR codes<br />28% have scanned a QR code<br />62% scan a QR code to goto a website<br />24% scan for contact info<br />30% scan for information<br />30% scan for a coupon<br />6% say their scan led to a purchase<br />Austin-Williams Research October-November 2010 – “QR Code Study”<br />(Adults aged 25-54)<br />© Stephen Whitelaw 2010<br />
    215. 215. © Stephen Whitelaw 2010<br />Augmented Reality<br />
    216. 216. © Stephen Whitelaw 2010<br />Wikitude<br />Package includes:The Wikitude Java API;<br />javadocs;<br />documentation and<br />a sample application,<br />Augmented Reality connects reality with computer-generated data. Information is shown on the current camera display of the smartphone. The exact positioning of data in a live photo is possible thanks to the equipment of modern smartphones: using the data of GPS, the compass and the movement sensor, the exact geographical coordinates are calculated. In the case of the Wikitude World Browser, the data comes from cooperation partners like the online yellow pages qype, Wikipedia or the user community. <br />
    217. 217. © Stephen Whitelaw 2010<br />Wikitude<br />Wikitude World Browser<br />The Augmented Reality browser Wikitude by the AR – pioneer Mobilizy ( ) is one of the very first fully functional AR-browsers for smartphones. Wikitude is available for Android smartphones and for the iPhone. The 3D feature is currently conceived for Android, a similar 3D feature for the Augmented Reality browser Wikitude for iPhone is being developed.<br />
    218. 218. © Stephen Whitelaw 2010<br />More AR Demos<br /><br /><br />Toyota virtual car <br />
    219. 219. Priority Mail – “See If It Fits”<br />© Stephen Whitelaw 2011<br />
    220. 220. © Stephen Whitelaw 2010<br />Virtual Worlds<br />
    221. 221. © Stephen Whitelaw 2010<br />Virtual Worlds<br />Kaneva<br />Second Life<br />Smallworlds<br />Onverse<br />Runsescape <br />
    222. 222. © Stephen Whitelaw 2010<br />Virtual Worlds<br />
    223. 223. © Stephen Whitelaw 2010<br />Second Life<br />Buy a PC at Dell Island<br />Study for a University Degree<br />
    224. 224. © Stephen Whitelaw 2010<br />Flash Mobbing<br />flash mob (FLASH mawb) noun. <br /> “A large group of people who gather in a predetermined location, perform some brief action, and then quickly disperse.”<br /><br />
    225. 225. Tuángòu(pronounced twangoo)<br />team buying or group buying (also known as store mobbing), is a recently developed shopping strategy originating in China where several people – connect over the web and agree to approach a shop in order to haggle to get a discount. The group agrees to buy the same item. The shoppers benefit by paying less, & the business benefits by selling multiple items at once.<br />© Stephen Whitelaw 2011<br />團購<br />
    226. 226. © Stephen Whitelaw 2010<br />GroupOn<br />, , &<br /><br /><br /><br /><br /> (AOL)<br /><br /><br /><br />Aggregation sites<br />
    227. 227. “Bizydeal” [b2b model]<br />© Stephen Whitelaw 2010<br />
    228. 228. © Stephen Whitelaw 2010<br /><ul><li>$19 sent to 2-3 dealers (Basic)
    229. 229. $49 sent to 3-5 dealers (Plus)</li></ul>✓ stress-free negotiating <br />✓ confidence in your deal <br />✓ no unwanted dealer emails <br />✓ no unwanted dealer phone calls <br />
    230. 230. Google Offers (April 2010)<br />© Stephen Whitelaw 2010<br />
    231. 231. © Stephen Whitelaw 2010<br />Old World - Web 1.0 KPIs<br /><ul><li> Site visits
    232. 232. Unique visits
    233. 233. Geographical spread of visits
    234. 234. Length of time spent on the site
    235. 235. Navigation through the site
    236. 236. Most/least popular pages
    237. 237. Number and quality of site enquiries
    238. 238. e-mail registrations
    239. 239. e-commerce sales
    240. 240. User feedback on the site
    241. 241. Links</li></li></ul><li>© Stephen Whitelaw 2010<br />Social Media KPI’s - The ‘4Is’<br /><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography
    242. 242. Interaction – actions they take – read, post, comment, reviews, recommendations
    243. 243. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
    244. 244. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking </li></ul>Social Media Monitoring Tools –Audit, Assess, Impact<br />
    245. 245. © Stephen Whitelaw 2010<br />Engagement DB<br />
    246. 246. Level of Engagement & Number of Channels<br />© Stephen Whitelaw 2011<br />
    247. 247. Social Media Engagement<br />Brand Value<br />“Companies deeply engaged in social media grew revenuesby 18% over last year…companies that were least engaged dropped 6% on average.”<br />Charlene Li, Founder, Altimeter Group<br />July 2009 Report “ENGAGEMENTdb”<br /><br />
    248. 248. © Stephen Whitelaw 2010<br />Privacy<br />Google Dashboard<br />Google Books (129,864,880)<br />Google Books Search Settlement<br />“facebook – Rage Against facebook”<br />
    249. 249. Delete your account<br />© Stephen Whitelaw 2011<br />Deleteyouraccount – Remove yourself from the Social Media world.<br />Suicidemachine – Meet your real neighbours again!<br />
    250. 250. Kevin Kelly – get his book for free!<br />© Stephen Whitelaw 2010<br />
    251. 251. © Stephen Whitelaw 2010<br />Protecting your brand online<br />
    252. 252. © Stephen Whitelaw 2010<br />What happens in Vegas stays on<br />
    253. 253. © Stephen Whitelaw 2010<br />Your Brand Online<br />Protect it.<br /> – You must register all the Register TLD’s - try !<br />Surround the brand + ORM continuous.<br /> and <br /><br /><br />
    254. 254. © Stephen Whitelaw 2010<br />Check your username online/ protect your brand.<br /><br /> - Gone!<br /><br /><br />
    255. 255. © Stephen Whitelaw 2010<br />Online Reputation Management<br /> – Suspect someone isn’t who they say they are? People questioning you? Sign up and check everyone’s web cred.<br /> – Signup and invite your references to come and leave you reviews, building your online rep.<br /> – Look up your reputation, rate others, and they will be invited to rate you in return.<br /> – Find out what is being said about you around the web and get it removed.<br /> – Start building an online reputation so you can be trusted by others, and see whom you can trust.<br />
    256. 256. © Stephen Whitelaw 2010<br />Social Media Monitoring Tools <br />Google Alerts - Free<br />Trackur – Free & chargeable model<br />Social Mention - Free<br />Social Radar – Cost per month<br />Radian6 - Expensive<br />Howsociable - Free<br /><br /><br />Netvibes<br /><br /><br />Sysomos<br />Sprout Social <br />Meltwater Buzz<br />Buzz tracking Tools – ,<br />Twilert, Twitrratr, - 100’s of Twitter media monitoring tools.<br /> – custom pages on any topic. (Inhale the Web)<br />Monitor Competitors pages:<br />
    257. 257. © Stephen Whitelaw 2010<br />Google<br />
    258. 258. © Stephen Whitelaw 2010<br />Trackur<br />
    259. 259. © Stephen Whitelaw 2010<br />Social<br />
    260. 260. © Stephen Whitelaw 2010<br />Social<br />
    261. 261. © Stephen Whitelaw 2010<br /><br />
    262. 262. © Stephen Whitelaw 2010<br /> SM2 (formerly Techrigy)<br />High end raw feeds with analytic tools<br />
    263. 263. © Stephen Whitelaw 2010<br />Howsociable – [visibility coverage score]<br />
    264. 264. © Stephen Whitelaw 2010<br />www.Socialoomph.comWas called TweetLater<br />
    265. 265. © Stephen Whitelaw 2010<br />Social Media Monitoring Tools<br />Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights<br />Three stage process<br />Aggregate what is being said <br />Natural language analysis – understand the data<br />Deliver actionable insights<br />We have identified more than 100 Companies in this space <br />
    266. 266. © Stephen Whitelaw 2010<br />Social Media Monitoring Tools<br />
    267. 267. © Stephen Whitelaw 2010<br />What they offer<br />Search and relevance filters<br />Further categorisation and tagging<br />Assign Events to the Social Graph <br />A variety of channels: web, news, blog, twitter<br />Mention Volume, Importance and Demographics<br />Analyse sentiment or tone <br />Analyse date parameters<br />Updates as they happen<br />
    268. 268. © Stephen Whitelaw 2010<br />And the space is still very confusing and unsettled.<br />Lots of new proprietary terms to learn…<br />Sentiment Analysis<br />Community Health Index<br />Online Promoter Score<br />Brand Association Map (BAM)<br />And dashboards. Lots and lots of dashboards.<br />© 2009 White Horse Productions, Inc. Content may not be reused without permission. <br />
    269. 269. Taking it seriously<br />© Stephen Whitelaw 2010<br />
    270. 270. © Stephen Whitelaw 2010<br />Social Media ROI<br />Gain from Investment – Cost of Investment<br />Gain from Investment – Cost of Investment<br />Gain from Investment – Cost of Investment<br />Gain from Investment – Cost of Investment<br />Gain from Investment – Cost of Investment (net profit)<br />ROI =<br />ROI =<br />ROI =<br />ROI =<br />ROI =<br />Cost of Investment<br />Cost of Investment<br />Cost of Investment<br />Cost of Investment<br />Cost of Investment<br />
    271. 271. © Stephen Whitelaw 2010<br />SOCIAL MEDIA IS NOT FREE<br />
    272. 272. © Stephen Whitelaw 2010<br />1. Strategy<br />
    273. 273. © Stephen Whitelaw 2010<br />Conversations<br />Questions to ask: <br /><ul><li>To whom will you talk? (Everyone to start? Only people with XX connections?)
    274. 274. Who will do the talking/listening?(Is there a social media manager? Do multiple people handle the responses?)
    275. 275. Where do you draw the line? (What’s discussed publicly versus taken “offline”?)</li></li></ul><li>© Stephen Whitelaw 2010<br />1. It takes people.<br />
    276. 276. © Stephen Whitelaw 2010<br />2. It takes technology.<br />
    277. 277. © Stephen Whitelaw 2010<br />3. It takes time.<br />
    278. 278. © Stephen Whitelaw 2010<br />Types of non financial impacts<br />Customer complaints<br />Customer complaints<br />Customer complaints<br />Website Visitors<br />Website Visitors<br />Website Visitors<br />Impressions<br />Impressions<br />Impressions<br />Positive press<br />Positive press<br />Positive press<br />Click-throughs<br />Click-throughs<br />Click-throughs<br />YouTube views<br />YouTube views<br />YouTube views<br />Retweets<br />Coupons distributed<br />Coupons distributed<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Visitors to a brick & mortar store<br />Visitors to a brick & mortar store<br />Positive WOM<br />Positive WOM<br />Positive WOM<br />Delivered emails<br />Delivered emails<br />Delivered emails<br />Negative press<br />Negative press<br />Negative press<br />Negative WOM<br />Employment applications<br />Employment applications<br />Employment applications<br />Blog comments<br />Blog comments<br />Blog comments<br />FaceBook friends<br />FaceBook friends<br />FaceBook friends<br />Social mention<br />Social mention<br />Social mention<br />Twitter followers<br />Twitter followers<br />Twitter followers<br />
    279. 279. © Stephen Whitelaw 2010<br />Have Fun Online<br />Gary Vaynerchuk<br />WineLibrary TV – Changing the Wine World<br /><br /><br /><br /><br /><br /><br />
    280. 280. © Stephen Whitelaw 2010<br />All about facebook<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />Facebook – Privacy Policy<br /><br /><br />
    281. 281. © Stephen Whitelaw 2010<br />
    282. 282. facebook business pages<br />
    283. 283. Facebook app for restaurant bookings<br />© Stephen Whitelaw 2010<br />
    284. 284. Facebook versus Netflix !<br />© Stephen Whitelaw 2010<br />
    285. 285. Pepsi – Call to Action<br />© Stephen Whitelaw 2010<br />
    286. 286. Facebook – Call to Action<br />© Stephen Whitelaw 2010<br />
    287. 287. Coca Cola on Google+<br />© Stephen Whitelaw 2011<br />
    288. 288. Ford on Google+<br />© Stephen Whitelaw 2011<br />
    289. 289. Facebook- Call to Action<br />© Stephen Whitelaw 2010<br />
    290. 290. Facebook- Call to Action<br />© Stephen Whitelaw 2011<br />
    291. 291. Match – Call To Action<br />© Stephen Whitelaw 2011<br />
    292. 292. Manchester United<br />© Stephen Whitelaw 2010<br />
    293. 293. Manchester United on Google+<br />© Stephen Whitelaw 2011<br />
    294. 294. Google Takeout<br />© Stephen Whitelaw 2011<br />
    295. 295. Tesco – Call To Action with Freebies<br />© Stephen Whitelaw 2011<br />
    296. 296. Microsoft<br />© Stephen Whitelaw 2011<br />
    297. 297. David Lloyd Leisure<br />© Stephen Whitelaw 2011<br />
    298. 298. There is no ‘dislike button’ [these are scams]<br />© Stephen Whitelaw 2011<br />
    299. 299. Use a large logo (540x180 pixels)<br />© Stephen Whitelaw 2011<br />
    300. 300. © Stephen Whitelaw 2011<br />
    301. 301. Enforced ‘Like’ us and reward<br />© Stephen Whitelaw 2011<br />
    302. 302. Thanks + reward outcome<br />© Stephen Whitelaw 2011<br />
    303. 303. Not a small one!<br />© Stephen Whitelaw 2011<br />
    304. 304. Levis – Integrated online store with Facebook<br />© Stephen Whitelaw 2011<br />
    305. 305. Social recommendation<br />© Stephen Whitelaw 2011<br />
    306. 306. Women2Drive Campaign<br />© Stephen Whitelaw 2011<br />
    307. 307. Oldest Domain in the world!<br />© Stephen Whitelaw 2010<br />
    308. 308. Business Benefits of <br /><ul><li>Customer Retention
    309. 309. Drive Web-site Traffic
    310. 310. Case Studies
    311. 311. Customer Engagement
    312. 312. New Customers
    313. 313. Reputation Management</li></li></ul><li>© Stephen Whitelaw 2010<br />On their heels …<br /><br />
    314. 314. Google+ (July 2011)<br />© Stephen Whitelaw 2011<br />
    315. 315. © Stephen Whitelaw 2010<br />Owned by Facebook Inc.<br />More than 3 billion photos uploaded to the site each month<br /><br />
    316. 316. Facebook Connections<br />© Stephen Whitelaw 2010<br />
    317. 317. Facebook Places<br />© Stephen Whitelaw 2010<br />
    318. 318. © Stephen Whitelaw 2010<br />PULL<br />PUSH<br />
    319. 319. © Stephen Whitelaw 2010<br />You need a strategy<br />Without starting with this<br />Stop trying to build this<br />Or you get this<br />
    320. 320. © Stephen Whitelaw 2010<br />Social Media Strategy<br />
    321. 321. © Stephen Whitelaw 2010<br />Comply with Standards<br />
    322. 322. © Stephen Whitelaw 2010<br />Comply with Standards<br /> – Markup Validation Service from the ‘World Wide Web consortium w3c”<br /> CSS Validator<br />Web Content Accessibility Guidelines ( ) - see ,<br />
    323. 323. © Stephen Whitelaw 2010<br />Comply with Standards – HTML5<br /> - The Standard<br /> - html5 Wiki<br /> - YouTube supports html5<br />
    324. 324. © Stephen Whitelaw 2010<br />Comply with Standards – HTML5<br /> - html5 demos<br /> - html5 tutorials<br /> - html5 demos<br />Arcadefire –<br />
    325. 325. Comply with Standards – HTML5 versus Flash<br />© Stephen Whitelaw 2010<br />
    326. 326. © Stephen Whitelaw 2010<br />Comply with Standards - more<br />Contact us, Livechat, Skype, Google/Bing maps.<br />(<br />Compliance Website checking Tools:<br /> – Monitor your website<br /> – Page analysis<br />
    327. 327. © Stephen Whitelaw 2010<br />Comply with Standards – even more<br />Captcha – “Completely Automated Public <br />Turing test to tell Computers and Humans Apart”<br />DDA compliant Captcha -<br />
    328. 328. © Stephen Whitelaw 2010<br />Richer Interactivity<br />RichUI – DeepZoom/SeaDragon/Silverlight<br />Very Hi Res images -<br />
    329. 329. © Stephen Whitelaw 2010<br />Geo-Location<br />Facebook asks “Whats’ on your mind?”<br />Twitter asks “What’s happening?” <br />[Other companion sites: and<br /> “Where Are You” – modern version of LBS.<br /> ! (Hiking meets treasure hunting with a GPS)<br />
    330. 330. © Stephen Whitelaw 2010<br />
    331. 331. © Stephen Whitelaw 2010<br />
    332. 332. © Stephen Whitelaw 2010<br />FourSquare launch appstore<br />
    333. 333. © Stephen Whitelaw 2010<br />
    334. 334. © Stephen Whitelaw 2010<br />
    335. 335. © Stephen Whitelaw 2010<br />
    336. 336. © Stephen Whitelaw 2010<br />… was called Dodgeball<br />
    337. 337. © Stephen Whitelaw 2010<br />
    338. 338. © Stephen Whitelaw 2010<br />Twitter Places<br />
    339. 339. © Stephen Whitelaw 2010<br />
    340. 340. itspot<br />© Stephen Whitelaw 2011<br />
    341. 341.<br />© Stephen Whitelaw 2010<br />
    342. 342. Color by color<br />© Stephen Whitelaw 2011<br />
    343. 343. © Stephen Whitelaw 2010<br />
    344. 344. © Stephen Whitelaw 2010<br />60%+ Twitter users do not use Twitter!<br />80%+ of Twitter users are mobile.<br />Keep tabs on Twitter Trends<br /> – Visual Twitter trends<br /> – Compare results<br />
    345. 345. © Stephen Whitelaw 2010<br />
    346. 346. © Stephen Whitelaw 2010<br />
    347. 347. Twitter case study 1 of 2<br />© Stephen Whitelaw 2010<br />
    348. 348. Twitter case study 2 of 2<br />© Stephen Whitelaw 2010<br />
    349. 349. Who does your Tweets?<br />© Stephen Whitelaw 2010<br />
    350. 350. Best Buy – Customer Service<br />© Stephen Whitelaw 2010<br />
    351. 351. © Stephen Whitelaw 2010<br />
    352. 352. Albion Oven on Twitter<br />© Stephen Whitelaw 2010<br />
    353. 353. BTCare on Twitter<br />© Stephen Whitelaw 2010<br />
    354. 354. Glasgow Airport on Twitter<br />© Stephen Whitelaw 2010<br />
    355. 355. GLA Airport - Customer Service<br />© Stephen Whitelaw 2011<br />
    356. 356. Virgin America – customer service<br />© Stephen Whitelaw 2011<br />
    357. 357. Getting help on Twitter<br />© Stephen Whitelaw 2011<br />
    358. 358. Internal use of Twitter<br />© Stephen Whitelaw 2010<br />
    359. 359. First Tweet ever<br />© Stephen Whitelaw 2011<br />
    360. 360. © Stephen Whitelaw 2010<br />Twitter used everywhere at anytime !<br />
    361. 361. Norwegian Killer<br />© Stephen Whitelaw 2011<br />
    362. 362. First Tweet from Space<br />© Stephen Whitelaw 2011<br />
    363. 363. Robin Hood<br />© Stephen Whitelaw 2010<br />
    364. 364. WhiteHouse.Gov<br />© Stephen Whitelaw 2010<br />
    365. 365. Hudson – Jan 2009<br />© Stephen Whitelaw 2010<br />
    366. 366. Christchurch Earthquake<br />© Stephen Whitelaw 2010<br />
    367. 367. Unrest in Egypt (Jan 2011)<br />© Stephen Whitelaw 2010<br />
    368. 368. McDonald’s Hoax<br />© Stephen Whitelaw 2011<br />
    369. 369. McDonald’s response<br />© Stephen Whitelaw 2011<br />
    370. 370. Fox News hacked on 4th July 2011<br />© Stephen Whitelaw 2011<br />
    371. 371. Paypal hacked – 5th July 2011<br />© Stephen Whitelaw 2011<br />
    372. 372. LulzSec announcement June 2011<br />© Stephen Whitelaw 2011<br />
    373. 373. Over 10 million followers (May 2011)<br />© Stephen Whitelaw 2011<br />
    374. 374. Twitter App permissions ...<br />© Stephen Whitelaw 2011<br />
    375. 375. Some related websites<br /> – Twitter!<br /> - Advanced Twitter search (Was )<br /> – Huge Twitter resource.<br /> – Analyses friends, trends & mentions.<br /> – Add yourself to the random timeline viewer.<br /> – Learn about getting more from Twitter.<br /> – Perfect for demos/talks/DJ’s.<br /> - No longer in business! #uppr #downr<br /> – Share photos and videos on Twitter.<br /> - Analyzes the activity of your followers.<br /> - Find and follow targeted users.<br /> – Time your Tweets.<br /> (formerly – See who unfollows you.<br /> - Catches Twitter Quitters.<br /> – Display trending topics.<br /> – How far did your Tweet reach.<br /> – Receive Tweets as email.<br /> – Tweets on a Google Maps.<br /> – Realtime location Twitter Trends.<br /> – Search for existing hashtags.<br /> – Validates your followers (avoids Spammers).<br /> - Open source Twitter competitor.<br /> – Search Twitters History.<br /> - Complete Twitter automation.<br /> – Measures your online influence.<br /> – For those with more than 140 chars to share<br /> – Twitter (social media) application (desktop and mobile)<br /> - Twitter/social media dashboard.<br /> - Stay on top of Twitter.<br /> - Twitter business directory.<br /> - Twitter Trends graphed.<br /> – Get your Twitter grading/ranking.<br /> - Tweet-o-meter – shows global tweets per country.<br />© Stephen Whitelaw 2010<br />
    376. 376. © Stephen Whitelaw 2010<br />GPS for Sports people<br />SatSport application for smartphones:<br /><br />
    377. 377. © Stephen Whitelaw 2010<br />Should your location be secret?<br /><br />
    378. 378. © Stephen Whitelaw 2010<br />Geo-Tags<br /> More and more search engines are using geo information to provide local results to the web surfer.<br /> - ICBM Generator<br />
    379. 379. Behavioural Advertising(Interest-based advertising)<br />© Stephen Whitelaw 2011<br />
    380. 380. Online tracking companies ... plenty of them!<br />© Stephen Whitelaw 2011<br />
    381. 381. © Stephen Whitelaw 2010<br />VisitPA<br />
    382. 382. © Stephen Whitelaw 2010<br />Explore Chicago<br />
    383. 383. © Stephen Whitelaw 2010<br />Time Saver # 1<br />
    384. 384. © Stephen Whitelaw 2010<br />
    385. 385. © Stephen Whitelaw 2010<br />Time Saver #1<br />
    386. 386. © Stephen Whitelaw 2010<br />Time Saver # 1<br /><br />
    387. 387. Social Aggregation and Syndication market has grown!<br />© Stephen Whitelaw 2010<br />
    388. 388. © Stephen Whitelaw 2010<br />Time Saver # 2<br />Bing, Brightcove , Dailymotion<br />eBaum's World, Facebook Videos, Graspr<br />GrindTV, Howcast, Hulu<br />i2TV, iFood TV iTunes videos Metacafe<br />MySpace, Sevenload, Streetfire, Twitter,<br />StupidVideos, Veoh, Videojug, Yahoo Video, <br />YouTube, Viddler, Vimeo Plus, 5min, Zoopy<br />
    389. 389. © Stephen Whitelaw 2010<br />
    390. 390. © Stephen Whitelaw 2010<br />Get Help If<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
    391. 391. © Stephen Whitelaw 2010<br />[Raised $53m in 2008]<br />Why use LinkedIn?<br />Increase your visibility<br />Improve your connectability<br />Improve your Google Rank<br />Gauge the health of a company<br />No more recruitment costs<br />Get free advice in groups<br />Help you sell your products<br />Keep in touch.<br />85 million members worldwide, 4 million in the UK<br />A new member joins LinkedIn approximately every second<br />More than a billion people-searches through the site last year<br />25% of FTSE 100 companies hire through LinkedIn<br />50% of Fortune 100 companies hire through LinkedIn<br />Over half a million LinkedIn groups exist<br />
    392. 392. © Stephen Whitelaw 2010<br />The future of Newspapers, Books, TV and Radio!<br />
    393. 393. © Stephen Whitelaw 2010<br />
    394. 394. © Stephen Whitelaw 2010<br />
    395. 395. © Stephen Whitelaw 2010<br />The Times Online<br />
    396. 396. © Stephen Whitelaw 2010<br />
    397. 397. The Future of publishing<br />© Stephen Whitelaw 2010<br />
    398. 398. © Stephen Whitelaw 2010<br />Zombie Landscapes<br />Two screen dumps here<br />
    399. 399. © Stephen Whitelaw 2010<br />
    400. 400. © Stephen Whitelaw 2010<br />Out of Control – Anarconomy<br />P(dev)>0 & P(dis)>0 & P(prod)>0 => P 0<br />“Everything that can be digisted will be digitised and the price will move towards zero” (Music, Games, Films, Newspapers, Books …)<br />New Business Models (Free, Ad supported, Freemium…)<br />
    401. 401. © Stephen Whitelaw 2010<br />Free Music<br />PearlJam ( – 96 albums in last 24 months.<br />Nine Inch Nails ( - gave their album for free, also sold a $10 CD box and a $75 deluxe version and a $300 premium deluxe limited edition that sold out in 30 hours and made a good return on the exercise.<br />
    402. 402. Micropayments<br />© Stephen Whitelaw 2011<br />
    403. 403. © Stephen Whitelaw 2010<br />
    404. 404. © Stephen Whitelaw 2010<br />now called<br />
    405. 405. Laws on the web!<br />© Stephen Whitelaw 2010<br />
    406. 406. © Stephen Whitelaw 2010<br />Open Source Models<br />Software<br />Movies<br />Accommodation<br />Cars<br />Food<br />Government<br />Money<br />
    407. 407. © Stephen Whitelaw 2010<br />Open Source Models - Software<br />Apache - HTTP web server <br />Tomcat web server - web container <br />Drupal — content management system<br />Eclipse - software framework for "rich-client applications" <br />FreeBSD - operating system derived from Unix<br />GNU Project - "a sufficient body of free software." <br />Joomla — content management system<br />Linux - operating system based on Unix<br />Mediawiki — wiki server software, the software that runs Wikipedia <br />MongoDB - document-oriented, non-relational database <br />Moodle - course management system <br />Mozilla Firefox - web browser <br />Mozilla Thunderbird - e-mail client <br /> — office suite <br />OpenSolaris - Unix Operating System from Sun Microsystems <br />osCommerce - ecommerce<br />PeaZip - File archiver<br />Stockfish — chess engine series, considered to be one of the strongest chess programs of the world <br />Symbian - real time operating system<br />WordPress - content management system - blog software<br />7-Zip - File archiver<br />
    408. 408. © Stephen Whitelaw 2010<br />Open Source Models - Movies<br /><br /><br /><br /><br />
    409. 409. © Stephen Whitelaw 2010<br />Open Source Models - Cars<br />Oscar -<br />Aptera -<br /> C,MM,N -<br />
    410. 410. © Stephen Whitelaw 2010<br />Open Source Models - Accommodation<br />www.couchsurfing.comA professional-looking site, with numerous functions, that aims to “create deep and meaningful connections that cross oceans, continents and cultures”.<br />www.globalfreeloaders.comAn Australian hospitality network.<br />www.hospitalityclub.orgOne of the web originals, aiming to “bring people together”.<br />www.stay4free.comA global “free accommodation network” based in Holland. <br />www.travelhoo.comAnother of the early web outfits. Also offers a travel partner-finding service. Sign up to surf <br />
    411. 411. © Stephen Whitelaw 2010<br />Open Source Models - Food<br />OpenCola<br /> The formula! -<br />Beer -<br />Coffee<br />
    412. 412. © Stephen Whitelaw 2010<br /><br />
    413. 413. © Stephen Whitelaw 2010<br />Open Source Models - Government<br /><br /><br /><br /><br /><br />
    414. 414. Open Source Money!<br />© Stephen Whitelaw 2011<br />
    415. 415. © Stephen Whitelaw 2010<br />Copyright/Copyleft<br />Copyleft, Creative Commons<br />e.g. flickr, etc…<br />Copyscape turnitin + other tools to catch you out – image cop from Israel<br />Essay Mills -,,,,,<br />,<br /><br /><br />
    416. 416. © Stephen Whitelaw 2010<br />Free – The future of a Radical New Price<br />
    417. 417. © Stephen Whitelaw 2010<br />The Long TailWhat Happens When the Economics of Scarcity Meets the Economics of Abundance?<br />
    418. 418. © Stephen Whitelaw 2010<br />LittleMissMatched<br />
    419. 419. © Stephen Whitelaw 2010<br />Volunteered resources<br /><br />Boinc (genetics, cancer, prime <br /> numbers, biology, malaria, astronomy)<br />Earthquake Catching Network<br /><br />
    420. 420. © Stephen Whitelaw 2010<br />Find a new Galaxy!<br /><br />
    421. 421. © Stephen Whitelaw 2010<br />23 and me – Collecting data<br />
    422. 422. © Stephen Whitelaw 2010<br />Google 411 – Collecting data <br /><br />
    423. 423. © Stephen Whitelaw 2010<br />Useful Books 1 of 2<br />The Wisdom of Crowds :James Surowiecki<br />Wikinomics : Don Tapscott & Anthony Williams<br />The Long Tail (Why the future of business is selling less of more): Chris Anderson<br />Free (The future of a radical price) : Chris Anderson<br />
    424. 424. © Stephen Whitelaw 2010<br />Useful Books 2 of 2<br />CrushIt! (Why Now is the time to cash in on your passion) : Gary VayNerChuk<br />Landing Page Optimization : by Tim Ash<br />What Would Google Do : by Jeff Jarvis<br />Here Comes Everybody : by Clay Shirky<br />The Cluetrain Manifesto : by Christopher Locke, Rick Levine, Doc Searls, David Weinberger<br />
    425. 425. © Stephen Whitelaw 2010<br />My Contact Details<br /><br />sirstevie6<br />Toowist <br /><br /><br /><br />+44 (0) 7966 281 455<br />
    426. 426. © Stephen Whitelaw 2010<br />Thank you<br />Any questions<br />
    427. 427. © Stephen Whitelaw 2010<br />
    428. 428. © Stephen Whitelaw 2010<br />
    429. 429. © Stephen Whitelaw 2010<br />
    430. 430. © Stephen Whitelaw 2010<br />
    431. 431. © Stephen Whitelaw 2010<br />
    432. 432. © Stephen Whitelaw 2010<br />
    433. 433. © Stephen Whitelaw 2010<br />Dell Island<br />
    434. 434. © Stephen Whitelaw 2010<br />Second life uni 1<br />
    435. 435. © Stephen Whitelaw 2010<br />Second life uni 2<br />
    436. 436. © Stephen Whitelaw 2010<br />Second life uni 3<br />
    437. 437. © Stephen Whitelaw 2010<br />Google Property Search<br />
    438. 438. © Stephen Whitelaw 2010<br />Facebook Privacy 1 of 3<br />Facebook Privacy Policy circa 2005:<br />No personal information that you submit to Thefacebook will be available to any user of the Web Site who does not belong to at least one of the groups specified by you in your privacy settings.<br />Facebook Privacy Policy circa 2006:<br />We understand you may not want everyone in the world to have the information you share on Facebook; that is why we give you control of your information. Our default privacy settings limit the information displayed in your profile to your school, your specified local area, and other reasonable community limitations that we tell you about.<br />Facebook Privacy Policy circa 2007:<br />Profile information you submit to Facebook will be available to users of Facebook who belong to at least one of the networks you allow to access the information through your privacy settings (e.g., school, geography, friends of friends). Your name, school name, and profile picture thumbnail will be available in search results across the Facebook network unless you alter your privacy settings.<br />
    439. 439. © Stephen Whitelaw 2010<br />Facebook Privacy 2 of 3<br />Facebook Privacy Policy circa November 2009:<br />Facebook is designed to make it easy for you to share your information with anyone you want. You decide how much information you feel comfortable sharing on Facebook and you control how it is distributed through your privacy settings. You should review the default privacy settings and change them if necessary to reflect your preferences. You should also consider your settings whenever you share information. ... <br />Information set to “everyone” is publicly available information, may be accessed by everyone on the Internet (including people not logged into Facebook), is subject to indexing by third party search engines, may be associated with you outside of Facebook (such as when you visit other sites on the internet), and may be imported and exported by us and others without privacy limitations. The default privacy setting for certain types of information you post on Facebook is set to “everyone.” You can review and change the default settings in your privacy settings.<br />Facebook Privacy Policy circa December 2009:<br />Certain categories of information such as your name, profile photo, list of friends and pages you are a fan of, gender, geographic region, and networks you belong to are considered publicly available to everyone, including Facebook-enhanced applications, and therefore do not have privacy settings. You can, however, limit the ability of others to find this information through search using your search privacy settings.<br />
    440. 440. © Stephen Whitelaw 2010<br />Facebook Privacy 3 of 3<br />Current Facebook Privacy Policy, as of April 2010:<br />When you connect with an application or website it will have access to General Information about you. The term General Information includes your and your friends’ names, profile pictures, gender, user IDs, connections, and any content shared using the Everyone privacy setting. ... The default privacy setting for certain types of information you post on Facebook is set to “everyone.” ... Because it takes two to connect, your privacy settings only control who can see the connection on your profile page. If you are uncomfortable with the connection being publicly available, you should consider removing (or not making) the connection.<br />Conclusion: Viewed together, the successive policies tell a clear story. Facebook originally earned its core base of users by offering them simple and powerful controls over their personal information. As Facebook grew larger and became more important, it could have chosen to maintain or improve those controls. Instead, it's slowly but surely helped itself — and its advertising and business partners — to more and more of its users' information, while limiting the users' options to control their own information.<br />