2. A digital epiphany
As my child and teenage years passed by, my families VHS collection With VHS you were limited to the fact that the tape has to go from the
grew substantially, especially around Christmas time. With each turn of start to the end, in a linear fashion. A film on DVD, in some roundabout
the holiday season came the inevitable and highly anticipated way, is at both the start and at the end...but at the same time. This
Hollywood premier on TV. This was without fail recorded, then labelled, concept of ‗always-on‘ or ‗always everywhere‘ – and getting stuff
and then enshrined on a shelf with the other sixty-or-so video tapes in whenever and however you wanted it was mind blowing. There is less
the living room. Essentially, recording films on VHS over Christmas was need to be patient when everything is connected. And especially when
as much a tradition as carving the Turkey. it is connected all the time.
In hindsight, video tapes were quite a bulky invention. The amount of Fast forward 10 years and with the rise of the Internet and all its good
space they took up on shelves. The strange way their mechanism friends - Google, TV On-Demand, PVR‘s, blogging, Amazon, ‗liking‘
worked when you inserted them into the video player. The seemingly stuff...the abundance of digital technologies and the digital lifestyle
endless amount of time it took to rewind them before you could watch they‘ve fashioned have permeated every aspect of my life. And yours I
them from the beginning again. Then there was the fine-tuning of the imagine. Learning, communicating, consuming, producing – these very
tracking so you could get the picture just right. It seems archaic now, but innate aspects of human nature have become, in many ways,
at the time, that was what you had to put up with if you wanted to use enhanced by the Internet. I find it horrendously scary yet incredibly
VHS cassettes. It was normal to have to put up with all that hassle. It fascinating.
was normal, to have to be patient.
So, one day I started putting together a few slides with the initial
The first moment I ever had what you might call, a ‗digital epiphany‘, purpose of distilling and organising some thoughts on aspects of the
and when this notion of ‗normal‘ was turned on its head, was when the Internet and digital life that I felt particularly inspired by and wanted to
first film studios began to release their movies on DVD. It was however, explore further. This was a while ago now.
not the quality of image that particularly blew me away, but more of how
you used a DVD that made the impression. The fact is, so much of our world is changing because of Internet
technologies that to try and capture and appreciate all the details on a
You could watch hours of extra bonus content. day-to-day basis is frustratingly futile (I no longer subscribe to
You could have subtitles – in a vast array of languages. Mashable for this very reason). The pace of change certainly feels like
You could watch scenes from different angles. it is accelerating. So for the sake of my sanity and your attention, this
deck is broken up into three chapters for ease of consumption. At first,
Most importantly though, you could jump to any point in a film and you there were about nine but I‘ve attempted to break my thinking out into
didn‘t have to rewind it to watch it from the start. distinct themes, themes that I feel are going to be increasingly relevant
the more ‗digitised‘ we become as a species.
Enjoy
3. Prologue : The state of the world
Slides 4- 36
1 - PEOPLE ARE THE CHANNEL
Slides 37- 51
2 - SATURATED
Slides 52- 68
3 - THE NETWORK IS FALSE
Slides 69- 99
5. “The Industrial Revolution was a period in time where major changes
in agriculture, manufacturing, mining, and transport had a profound
effect on the socioeconomic and cultural conditions at the time. The
onset of the Industrial Revolution marked a major turning point in
human history; almost every aspect of daily life was eventually
influenced in some way..”
6. “The Industrial Revolution was a period in time where major changes
in agriculture, manufacturing, mining, and transport had a profound
effect on the socioeconomic and cultural conditions at the time. The
onset of the Industrial Revolution marked a major turning point in
human history; almost every aspect of daily life was eventually
influenced in some way..”
Sound familiar?
7. “The Digital Revolution was a period in time where major changes in
information access and distribution, had a profound effect on
the socioeconomic and cultural conditions at the time. The onset of
the Digital Revolution marked a major turning point in human history;
almost every aspect of daily life was eventually influenced in some
way..”
14. ―After a January quake levelled Haiti‘s capital, killing thousands, the
country fell into chaos, disarray, and deadly hardship. In the weeks after
the disaster, international aid leapt to help. Micro-donations flooded the
country on an unprecedented scale, with the American Red Cross taking
in $10 million in 48 hours.
‗Mobile giving‘—the pledging of small amounts of money via text-
message—seemed to hit its breakout point, as social-media applications
like Facebook and Twitter spread awareness of this mode of giving‖
Benjamin F. Carlson, The Atlantic Wire
http://www.theatlantic.com/national/archive/2010/11/ideas-of-the-year/67199/#
Digital empowering the powerless..
15. ―WikiLeaks is the guerrilla front in a
global movement for greater
transparency and participation.
It used to be that a leader
controlled citizens by controlling
information. Now it's harder than
ever for the powerful to control
what people read, see and hear.
Technology gives people the ability
to band together and challenge
authority. The powerful have long
spied on citizens as a means of
control, now citizens are turning
their collected eyes back upon the
powerful..‖
Heather Brooke, Guardian
http://www.guardian.co.uk/commentisfree/2010/nov/29/the-revolution-will-
be-digitised
..digital agitating the powerful
16. ―The absolute transformation of
everything that we ever thought
about music will take place
within 10 years, and nothing is
going to be able to stop it. I see
absolutely no point in
pretending that it's not going to
happen...Music itself is going to
become like running water or
electricity...it's terribly exciting.
But on the other hand it doesn't
matter if you think it's exciting
or not; it's what's going to
happen.‖
David Bowie
New York Times - June 2002
http://nyti.ms/hoj0D1 via ‘The Future of Music – Manifesto
For The Digital Music Revolution, David Kusek, Gerd
Leonhard. Berklee Press
Digital rapidly changing culture
27. Maximise buzz by driving word of mouth from relevant influencers
Is Increase organic growth by exposing audiences to the brand
through breakthrough viral communications It Activate audience by
giving them compelling social experiences, encouraging
advocacy Time Facilitate audience conversations and drive
engagement with social currency To Target influencers with engaging
assets to act as platforms for conversation Jump Enhance the
customer experience by facilitating authentic conversations On
Identify relevant and compelling hooks for the audience, create
content around the hooks and integrate it into their social repertoires
The Strengthen the emotional connection with the brand by building
relationship Band Expose new and relevant communities to the brand
by providing assets to encourage brand evangelism Wagon Drive
break through conversations with an engaging viral ?
http://www.whatthefuckismysocialmediastrategy.com
28. Maximise buzz by driving word of mouth from relevant influencers
Is Increase organic growth by exposing audiences to the brand
through breakthrough viral communications It Activate audience by
giving them compelling social experiences, encouraging
advocacy Time Facilitate audience conversations and drive
engagement with social currency To Target influencers with engaging
assets to act as platforms for conversation Jump Enhance the
customer experience by facilitating authentic conversations On
Identify relevant and compelling hooks for the audience, create
content around the hooks and integrate it into their social repertoires
The Strengthen the emotional connection with the brand by building
relationship Band Expose new and relevant communities to the brand
by providing assets to encourage brand evangelism Wagon Drive
break through conversations with an engaging viral ?
http://www.whatthefuckismysocialmediastrategy.com
36. And it is these people, with this blueprint who became far more
connected than they have ever been before
http://mashable.com/2010/12/13/facebook-members-visualization/
45. Brands used to speak to people in a very constructed,
very linear and very specific way
46. ――The media landscape in the 20th
century was very good at helping
people consume, and we became, as
a result, very good at consuming. But
now we‘ve been given media tools -
the Internet, mobile phones - that let
us do more than consume, what
we‘re seeing is that people weren‘t
couch potatoes because we liked to
be, we were couch potatoes because
that was the only opportunity given to
us.
We still like to consume of course but
it turns out we also like to create and
we like to share‖
Clay Shirky, TED @ Cannes
June 2010
http://www.ted.com/talks/clay_shirky_how_cognitive_surplus_will_change_the_
world.html
A fundamental shift in how people engage with media
49. A people led media landscape necessitates:
Cultural and psychological focus
Trend Deviation
Rationality Emotion
Collectivism Individualism
Dominant-culture Sub-culture
50. A people led media landscape necessitates: :
Anticipation of serendipity
―Inception Social
Media is not about
being specific, when
we get inside his
mind we are going to
have to work with
what we find‖
51. A people led media landscape necessitates:
Respect
“why the hell would I chose to
look at a page regarding
[BRAND*]? I use Facebook to
communicate with my friends..
not you.”
*Debranded verbatim taken from primary Facebook Fanpage research.
65. Amnesia Razorfish has ―..all the buttons are gone and sharing content is now
replaced the typical ‗send completely instinctive. In a world where Smartphones
and receive‘ interface with are becoming omnipresent, this kind of software opens
a more natural ‗gesture- another world of ideas for brands.‖
http://amnesiablog.wordpress.com/2011/01/25/amnesia-connect-iphone-surface-ipad/
based‘ interface. A
Smartphone owner can
now move their content
freely between two
devices by simply
dragging content off their
phone onto a Microsoft
Surface Table and back
onto another device
instantly.
Remove boundaries and be collaborative
User-centric behaviour Social behaviour
66. ABC
ABC DEFG A
DEFG
B
G
ABC
ABC DEFG C
DEFG
ABC F ABC
DEFG
DEFG
ABC
ABC DEFG
D
DEFG
E
Create synergy and be cumulative
Media led Story led
67. ―While great content can keep people coming
back for more, one could argue the music
industry‘s current content model — a 99 cents,
listen-all-you-want platform — isn‘t sustainable.
It offers instant access to great content, but that
content has become commoditized.
As people throughout the world gain access to
an increasing number of media consumption
devices, we now have more choices than ever
before. Content itself no longer defines our
choice of distribution channel.
The balance of power within digital media is
shifting again, this time to the experience that
envelops the content...As content and
distribution continue to expand to
overwhelming proportions, user experience
becomes the key to locking onto and growing a
real, loyal audience‖
Jon Goldman, Mashable
http://mashable.com/2010/06/30/social-experience-content/
Create experiences and be interesting
Content focus Experience focus
68. (Nike +)
(Nike Training
Club)
Create experiences and be useful
Brand relevance Life relevance
84. Recruitment consultants
I‘ve met sporadically and
don‘t know very well
My colleagues and friends
that I see a lot of and know
very well
The depth of social relationships
85. Everyone
in the same pot!
Recruitment consultants
I‘ve met sporadically and
don‘t know very well
My colleagues and friends
that I see a lot of and know
very well
The depth of social relationships
86.
87.
88. P
me R
I
you
V
A
C
Y
Privacy helps us manage our relationships
89. me you
Organic Privacy
Social design = Autonomous, simple
91. ―Openbook lets you search public Facebook
updates using Facebook's own search service.
Facebook's bait-and-switch on privacy and
their overly complex settings cause many users to
post messages intended for their friends to
'everybody'.
That's the entire planet, for all time.
This privacy-malfunction could have serious
This is Jonny. consequences if you're looking for a job, applying
He pulled a sicky today for college, or trying to get medical insurance‖
The value of privacy in a digital world..
http://youropenbook.org/
98. 1,050,781 fans
2910 reactions
to video
0.3% of „fans‟
responding
99. ―There is an appropriate and interesting corollary in the world of high school
physics: If you lift a ball off the ground and hold it stationary, it has no kinetic energy
but it does have potential energy; drop the ball, and the potential energy becomes
kinetic energy.
Facebook fans are like that -- all potential energy until you introduce something that
creates kinetic energy. As such, the operative question isn‘t,
‘What is the value of a Facebook Fan?’ but ‘How do I make my Facebook fans
valuable?’
Augie Ray, Forrester Blog
http://blogs.forrester.com/augie_ray/10-07-08-what_value_facebook_fan_zero
