This document discusses the impact of digital technologies and social media on identity, relationships, and society. It identifies four trends toward a 100% digital world: 1) You are your identity - People create digital identities through blogs, social media, etc. 2) You are your network - Social networks and relationships are increasingly digital. Content is less important than conversation. 3) You are the Internet - Sharing personal information and content online helps shape one's identity and presence on the internet. Transparency online brings challenges regarding privacy and integrity. 4) You don't care - Most people are indifferent to the technical aspects of digital technologies and just want services to work seamlessly like electricity or water.

1. Digital changes everything
– a social view on digital

2. Social changes everything

4. Iris
11 months old

6. 4 years old
50% of the swe population is internet users @ age 4

8. We wake up to a new world
... everyday

10. I don’t know better
– but I might know different...

11. I NTRO
The Chapters
• 0 - this intro...
• 1 - the journey towards 100%
• 2 - social media campaigns - from a personal view
• 3 - your campaigns - from your personal views

12. MY RUL E
conversation, please

13. M Y CO MP A N Y

14. M Y M ISSION
Help businesses make money tomorrow

15. M Y OTH E R M ISSION

17. MY W ORL D

18. M Y R E AL TAG L I N E
Those who say that it cannot be done
should get out of the way of those who are doing it!

19. M Y I DE A

20. M Y ATT I TUDE
When I get sad
I stop being sad and be
AWESOME instead

21. M Y F AM IL Y

22. I N TRO

23. Chapter 1
the 100% human

24. FOUR TRE N DS, FO R RE AL
Four steps towards 100%
• You are your identity
• You are your network
• You are internet
• You don't care. Kind of.

25. 1. ID E NT I TY

26. 1. ID E NT I TY

27. 1. ID E NT I TY

28. 1. ID E NT I TY

29. 1. ID E NT I TY
Bloggs, youtube, flickr, ”old sites” etc...

30. 2 . N E TWO R K
the social graph...

31. 2 . N E TWO R K
... it's people

32. 2 . N E TWO R K
social knots

33. 2 . N E TWO R K
and it always has been...

34. M AKE ME N TA L N OTE
content isn't king,
conversation is
content is just the stuff
we talk about

35. 2 . N E TWO R K

36. 2 . N E TWO R K
”We aren’t simply projecting
identity, we’re creating it.”
Renny Gleeson @ TED

37. 3 . YO U A RE I NTE R N E T
Sharing is caring

38. 3 . YO U A RE I NTE R N E T
Creating identity...

39. 3 . YO U A RE IN TE R NE T
The volume...
• 1 billion objects added every day (facebook)
• 2 billion ”likes”
• 50% by phone
• 32 hrs video / every minute (Youtube)
• and so on...

40. 3 . YO U A RE IN TE R NE T
01:44 am

41. 3 . YO U A RE I NTE R N E T
Transparens

42. 3 . YO U A RE IN TE R NE T
http://jardenberg.se/live

43. 3 . YO U A RE I NTE R N E T
Transparency vs. integrity

44. 3 . YO U A RE I NTE R N E T
Transparency vs. integrity

45. 3 . YO U A RE I NTE R N E T
”It's not information overload
it's filter failure”
Clay Shirky @ Here comes everybody

46. 3 . YO U A RE I NTE R N E T

47. 3 . YO U AR E IN TE R NE T

48. 4 . YO U D ON 'T C ARE
The geeks don't rule

49. 4 . YOU DO N 'T C ARE
”One machine”

50. 6 billion ”HB”

54. 4 . YO U D ON 'T C ARE
Ubiqutuous

55. 4 . YO U D ON 'T C ARE
A new look at knowledge

56. 4 . YO U D ON 'T C ARE
It all comes together

57. 4 . YOU DO N 'T C ARE
It's a new way

58. 4 . YOU DO N 'T C ARE
and we really don't care

59. 4 . YOU DO N 'T C ARE

60. 4 . YOU DO N 'T C ARE
like electricity in the wall or water in the tap

61. FOUR TRE N DS, FO R RE AL
Four steps towards 100%
• You are your identity
• You are your network
• You are internet
• You don't care. Kind of.

62. N OW YOU !
As an individual...
• Shared vision?
• Fun or fear / friend or foe
• Transparency vs Integrity
• The new persona?
• 5 min personal reflection
• 10 min in group (3ppl/group)
• Share top-2 insights (unique)
• Discussion

63. Chapter 2
what’s social media marketing?
(IMHO and in YNSHO)

64. TH E D E F IN I T ION

65. BIG SO C I A L

66. BIG SO C I A L

67. BIG SO C I A L

68. SM ALL SO C I AL

69. SM ALL SO C I AL

70. SM ALL SO C I AL

71. SM ALL SO C I AL

72. SM ALL SO C I AL

73. BIG SO C I A L

74. N OW YOU !
Chapter 3
• Digital social campaigns
• How do they feel, on a personal level?
• Your campaigns
• 5 min personal reflection
• 10 min in group
• Share top-2 insights (unique)
• Discussion

75. Chapter [n]
and now what?

76. OK , T HE FUTU RE

77. TH E F UTU RE I S N OW

79. N O E XCUSE .. .

82. It’s not a numbers game
... [n]% is not a waste! if it enables two
people - previously unable to
communicate to do so ...
You have a new market

83. Strive to incorporate
online and social media channels
into all everyday operations

84. Avoid the big #FAIL
Go for the ”easy” #WIN

85. Be curious – get inspired!
and just do it...

86. When I get sad
I stop being sad
and be
AWESOME instead

87. M AKE ME N TA L N OTE
http://jardenberg.se
http://mindpark.se
@jocke
joakim@jardenberg.com
+46 735 187700

88. THE END

89. Chapter [n]
attitude

90. TH E ATT I TUDE
Millions of misconceptions
• About meatspace vs cyberspace
• About ”learning” vs ”doing”
• About young vs old
• About that it might be to late?
• The second mouse gets the cheese - keep the faith;)

91. M IN DSE T

92. M IN DSE T

93. M IN DSE T

94. TH E V I SION
”Predicting the next 5,000 days of the web”

95. M AKE ME N TA L N OTE
Watch every movie on ted.com

96. TH E V I SION
”One machine”

97. TH E VI SIO N
1 HB (Human brain)
• 1,5 billion PC
• 3 billion cellphones
• 30 million servers
• 60 trillion links

98. TH E V I SION
6 billion ”HB”

99. TH E P ROB LE M
The only thing we know
for sure about the
future is that we will be
wrong!

100. H ISTO R Y
” I’m old enough to know a lot of things
from life experience.
I know that newspapers is where you
get your political news and how you
look for a job. I know that music comes
from stores. I know that complicated
things like software and encyclopedia
have to be created by professionals.
And in the last 15 years, I’ve had to
unlearn every one of those things and
a million other because they stopped
being true.”

101. M AKE ME N TA L N OTE
Clay Shirky : ”Here comes everybody”

102. OK , T HE FUTU RE

103. TH E F UTU RE I S N OW

104. Chapter [n]
Darwin & the two big ones

105. SP E E D
Darwins law

106. SP E E D OF C H AN GE
It is not the strongest of the
species that survive
nor the most intelligent
but the one most responsive to
change

107. AN D THE MA GN I TUDE
300 services / day

108. TH E BIG TWO
Google: ”all the information”
Facebook: ”all the people”

110. STUDY

111. M AKE ME N TA L N OTE
psst. don't buy reports

112. M AKE ME N TA L N OTE

113. A NOTE

114. N OW YOU !
As an individual...
• Shared vision?
• Fun or fear / friend or foe
• Transparency vs Integrity
• The new persona?
• 5 min personal reflection
• 10 min in group
• Share top-2 insights (unique)
• Discussion

115. Chapter [n]
six one-liners

116. 1. It's not a lesson to be learned
– it's a life to live

118. If you don’t enjoy it
– don’t even try

119. Life is your classroom
– have fun in it

120. 2. Use technology
– even for its own sake

121. It used to be
”don’t”

124. Be curious – get inspired!

125. 3. An industry too big to bend
is bound to break

127. Big business don’t get Darwin

129. N OTE S TO M E DI A

131. Embrace change.
It’s full of opportunities.

132. Strive to incorporate online and
social media channels into all
everyday operations

133. 4. Keep it simple.
No, listen!
I mean it
Keep it really simple

134. Strive to incorporate
online and social media channels
into all everyday operations

135. KISS
It’s still true...
... and hard work
It’s often easier to complicate things ;)

136. 5. Babysteps

137. Remember Iris

141. Avoid the big #FAIL
Go for the easy #WIN

142. The three chunks...
• The web of relevance (google) (knowledge)
• The web of relations (facebook) (conscience)
• The web of realtime (twitter) (consciousness)

143. 6. Mobile first

145. 6 miljarder ”HB”

150. Where there is joy, curiosity, a
sense of opportunity,
determination and smart people
taking collaborative babysteps
– things will be good!
#lifeisgood

151. I NTRO
The Chapters
• 0 - this intro...
• 1 - Attitude
• 2 - Darwin & the two big ones...
• 3 - Four trends, for real
• 4 - Six oneliners
• 5 - and now?

152. N OW YOU !
As a business...
• Who’s in control - and how does it feel?
• Biggest fear?
• Favorite opportunity?
• What must change?
• 5 min personal reflection
• 10 min in group
• Share top-2 insights (unique)
• Discussion