The document discusses three technological trends - Moore's Law, Metcalfe's Law, and Maxwell's Law - that are "rebooting the world". It then covers topics like ubiquitous computing with chips everywhere, the evolution of the internet from Web 1.0 to 3.0, social media and networks, different generations including digital natives and how technology usage has changed between generations. The document advocates considering diversity in perspectives and brainstorming scenarios to plan for social media initiatives.

1. Gerenciando Multiplas
Gerações
Dos baby boomers
a geração digital
Cezar Taurion
Executivo de Novas Tecnologias
ctaurion@br.ibm.com
© 2010 IBM Corporation

2. Três Tecnotendências que
estão “rebooting the world”
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3. Três Tecnotendências...
Lei de Maxwell
“Tudo sem fio”
“Campos elétricos e magnéticos
viajam pelo espaço, em forma
de ondas, na velocidade da
Lei de Moore Lei de Metcalfe luz”
O número de transistores dos circuitos O valor de uma rede cresce proporcionalmente
Integrados dobra a cada 18/24 meses ao número de seus usuários elevado ao
quadrado
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4. Um mundo cada vez mais instrumentado
Chips em todos os lugares!
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8. A evolução da internet
Web 1.0 Web 2.0 Web 3D
Acesso Busca Participar Colaborar Co-Criação
Conteúdo
Paginas Usuários gerando Ambiente altamente
informativas com conteúdo, blogs, social, criado pelo
texto e gráficos wikis, mashups usuário
visando compartilhar
Desenvolvimento de
Negócios
Comunicação, RH, Colaboração, Produtos/ Serviços,
Compras, Treinamento , Otimização do
Marketing, Marketing Trabalho, Educação,
Treinamento
Comunidades
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9. Evolução das comunidades
Comunidade 0.0 Comunidade 1.0 Comunidade 2.0
(Web interface) (Social computing)
(Limitada pela geografia)
Social media : collection of interactive technologies driven by user-generated content
delivered through the Internet
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10. Crescimento das Redes Sociais
% of Time Spent, Worldwide
Social Networks
Facebook, YouTube
Informational /
Services
Yahoo, MSN, Google
Yahoo MSN Google YouTube Facebook
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13. 2009
English gets 1.000.000 words
on Wednesday, site says
June 10, 2009 -- Updated 1328 GMT
(2128 HKT)
Which
is the
New English words real
Web 2.0: the second generation of the world?
Internet
n00b: a new or inexperienced user,
usually with technology
Jai Ho: an exclamation of victory, from Hindi
slumdog: an unkind term for a person who
lives in a slum
cloud computing: services delivered via
the Internet
carbon neutral: an activity that doesn't
produce heat-trapping carbon emissions
Source: Global Language Monitor june 2009
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15. Quem é esta geração digital?
A geração Y ou nativos digitais são o grupo de idade que cresceu com a
Internet e as tecnologias digitais (nascidos entre fins dos anos 80 e fins dos
anos 90), o que contrasta com seus pais, baby boomers (1946-fins dos anos
60) e geração X (fim dos anos 60 aos anos 80), que começaram a ter contato
com estas tecnologias bem mais tarde em suas vidas profissionais e pessoais.
Os baby boomers e a geração X são imigrantes para o mundo digital.
Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho.
São early adopters por natureza.
Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular,
MP3, PC...tudo ao mesmo tempo!)
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16. Entram no mundo online cada vez mais cedo...
De 4 a 8 anos: Entretenimento
TV, videogames, DVDs, MSN e jogos no computador
De 8 a 11 anos: Entretenimento e Informação
Música pela Internet, celular para jogos e mensagens, download,
Google, Orkut, Facebook...
De 10 a 14 anos: Entretenimento, Informação e Comunicação
Celular para fotos e vídeos, blogs, postam vídeos no YouTube
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17. Mudanças no comportamento social…Nativos da geração
digital!
“Quando a gente conhece uma pessoa virtualmente a amizade nasce pelo que
ela é, não pela aparência física”.
O mais notável na nova geração é o fim da separação entre o mundo real e o
virtual. Um diálogo por chat é hoje tão intenso quanto um encontro cara a
cara e pode ser até mais íntimo…
Os adolescentes usam a Internet como laboratório social, para testar limites
do relacionamento.
17 IM AR © 2010 IBM Corporation

18. Para entender uma situação desconhecida,
lançamos mão de elementos conhecidos,
e por causa disso não conseguimos
entendê-la.
Marcel Proust
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19. Mudanças no comportamento social…Considerem o que o autor
de ficção científica e futurista Douglas Adams, disse, a respeito
da tecnologia:
1. Everything that’s already in the world when
you’re born is just normal.
2. Anything that gets invented between then
and before you turn 35 is incredibly exciting
and creative and, given opportunity, you can
make a career out of it.
3. Anything that gets invented after you’re 35 is
against the natural order of things and the
beginning of the end of civilization as we
know it, until it’s around for about 10 years,
when it gradually turns out to be alright.
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20. Each generation comes with its own sets of experiences
and expectations of the workplace
Traditionalist Boomer Gen X Gen Y
Too much and I’ll Required to keep Continuous &
Training The hard way
leave me expected
Collaborative &
Learning style Classroom Facilitated Independent
networked
Communication Top down Guarded Hub & spoke Collaborative
Problem-solving Hierarchical Horizontal Independent Collaborative
Decision-making Seeks approval Team informed Team included Team decided
Command &
Leadership style control
Get out of the way Coach Partner
No news is good
Feedback news
Once per year Weekly/daily On demand
Unable to work Unfathomable if not
Technology use Uncomfortable Unsure
without it provided
Part of my daily
Job changing Unwise Sets me back Necessary
routine
Source: Lancaster, L.C. and Stillman, D. When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. Wheaton, IL. Harper Business, 2003.
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21. “If you want to see what business leadership may look like in three to five years,
look at what’s happening in online games”
Byron Reeves, PhD, the Paul C. Edwards Professor of Communication
Stanford University and co-founder of Seriosity, Inc © 2010 IBM Corporation

22. Social Networks: Beyond the Org Chart
Source: Cross, R., Parker, A., Prusak, L. & Borgatti, S.P. 2001. Knowing What We Know: Supporting
Knowledge Creation and Sharing in Social Networks. OrganizatiSNAl Dynamics 30(2): 100-120. [pdf]
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23. Identifying the roles individuals play in information
flow helps in understanding the effectiveness of a
network
Andy Frank Indojit
Carl
Karen
Darren
Bob Sam Ming
Neo
Leo
Earl
Gerry Harry Jeff
Marketing
Finance
Manufacturing
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24. Organization at risk: What happens if Sam
leaves
Andy Frank Indojit
Carl
Karen
Darren
Bob
Ming
Neo
Leo
Earl
Gerry Harry Jeff
Marketing
Finance
Manufacturing
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25. Inovação é uma atividade social
A invenção sózinha não é mais
suficiente;
A inovação reside na interseção entre a
invenção e o “insight”;
Inovação é multidisciplinar
Inovação cria novos valores;
► Transforma conhecimento e tecnologias
para impulsionar a produtividade e criar
novos hábitos sociais.
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26. Diferentes visões de uma mesma situação
Diversity works!
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27. InnovationJam
Largest Online Brainstorming Session Ever Held
Demonstrate power of collaboration
in advancing innovation
Accelerate the ability to innovate
and deploy integrated offerings
Participants
► 150,000 people
► 104 countries
► 46,000 ideas
► 67 clients, business partners and
academic institutions worldwide
► 12,690 family members
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30. What else should I think about?
Steps for your organization to consider as you proceed with
social media initiatives:
5 Step 5 – Implement your plan
Implement the plan and once the event is complete, evaluate your results against critical
success factors. Once your results have been assembled, go back to your target audience and
discuss ways for continued improvement.
4 Step 4 – Run through some “what if “scenarios”
The Task Force can brainstorm some worst case scenarios and role play some possible
reactions and solutions. These reactions and solutions can be assembled in to a mitigation plan.
This can assist your organization to respond quickly in the unlikely event that a worst case
scenario actually occurs.
3 Step 3 – Define your social media plan
This social networking plan includes the platform (Facebook, YouTube, Blogs, wikis, chat). It
also includes the marketing plan to ensure that if you “build it they will come”. Establish the
S
T
project’s success criteria for future evaluation.
E
P
S
2 Step 2 – Establish a Governance Policy and Plan
Discuss the privacy policy with the legal team and determine if the policy needs to be updated.
Determine how your organization will store and collect information from minors and adults. A
moderation strategy can also be part of the Governance Plan.
1 Step 1 – Assemble a Task Force
The Task Force consists of the key team members and key stakeholders who will be the social
networking experts and help to solve issues as they come up. This task force can also include
your target audience, talk to them, they will help you determine a successful direction.
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31. Cezar Taurion
ctaurion@br.ibm.com
www.ibm.com/developerworks/blogs/page/ctaurion
@ctaurion
Facebook, Linkedin…
Obrigado pela Atenção
IM AR © 2010 IBM Corporation