Mark Comerford

Hello Simply
I’m
@markmedia
@markmedia

Thursday, April 26, 12

Lonely Planet

@markmedia


@markmedia


What’s in a name?

what we call things matters
digital comms? Digital marking?
Digital engagement?
So what does “digital” mean?
you tell me on
with #digdef

Try this
Replace digital
with
@markmedia
NETWORK

Networking
The ability to
search for
synthesize
interact with
disseminate
relationships/information/data

@markmedia


Networking
involves
Understanding different social & cultural contexts

Networks are/can be
aggregators, ﬁlters, curators

@markmedia


We are at the beginning of
a massive societal/organizational shift from

hierarchy and bureaucracy
to
networks and ad-hocracy

from
knowledge building as reduction
to
knowledge building as expansion
8


Participatory Culture
Sharing
shit
makes
us
all
smarter
@markmedia


storytelling storybuilding ( storyliving)

≈
broadcast conversation participation collaboration

@markmedia


Read
this
book!
@markmedia


The networking of knowledge

the smartest person in the room
is the room itself - the network

connects us to us & more us
(think we, not “them”)
Dave Weinberger

@markmedia



Paper = reduction

networks = expansion
Dave Weinberger

@markmedia



knowing-by-reducing to ﬁt paper
(library, encyclopedia, journal)

Knowing-by-including
(every draft of every idea in a linked network)
Dave Weinberger

@markmedia



Facts Vs Networked Facts

Facts ≈ printed tables of data
networked facts ≈ linked data
Dave Weinberger

@markmedia



Our task?

build smart networks
(bad networks make us stupider)

@markmedia


Everything changes

Now is the slowest
change pace you will
ever experience

Everything changes

Change is disruptive
Disruption is friction
Friction is painful
The change will hurt
It *will* fuck you up

continuous development to mobility.
All communications are being affected .
From broadcast to multicast.


(r)evolutionary change

@markmedia


The Industrial (r)evolution

@markmedia


Traditional authorities loose their grip
before
new authorities have settled in

Traditional business models loose their grip
before
new models have settled in
@markmedia


Some things you can’t stop
BUT
You can inﬂuence their effects

@markmedia


its about the trajectory
not the now
The Locomotive Act 1865 (Red Flag Act)
The Locomotive Act 1865 (Red Flag Act):
■ Set speed limits of 4 mph (6 km/h) in the country and
2 mph (3 km/h) in towns.
■ Stipulated that self-propelled vehicles should be
accompanied by a man with a red ﬂag walking 60 yards
(55 m) ahead of each vehicle. The man with a red ﬂag or
lantern enforced a walking pace

@markmedia


Moore’s Law

computing power doubling for the same price every 18 months.

iPhone/Android/whatever will be 64 times as powerful as the one you
have

Strategies, therefore, need to written with that known future in mind,
not the present.

@markmedia


The worst piece of shit you will ever have
trajectory - not now


It is not the strongest of the species
that survives

a Nor the most intelligent
But the ones most
n
d responsive to change o
a t
p
t s
i i
o z
n e
28


Some pointers to networked behavioral
changes
Remember: think trajectory - not now

@markmedia


The networking of images
Take a picture

Oh - and sound (audioboo) and video (keek)
@markmedia


4.5 million photos are
uploaded each day to
Instagram

@markmedia


Networking of privacy
Write a diary

@markmedia


Networking of Publicy
Write a diary

@markmedia


Networks by nature decentralize
encourage transparency

Transparency isn’t just a word.
If you don’t intend to practice it, don’t preach it.

@markmedia


We walk alone

@markmedia


No More:
The invisible posse

@markmedia


No More:
The ghost gang

@markmedia


The website is not where they go
it is where they are sent

http://ink361.com/#/tag/
simplysummit
@markmedia


Networks
The network is becoming the base unit of communication

As networks develop, the ability to deliver
useful services and relevant
content/advertising/interaction
will be decisive

@markmedia


Networks are
sentient social communicative
objects

@markmedia


You just don’t lose an
individual
You lose their network

@markmedia


It is too late to create your
network when you need
your network

@markmedia


If your network gives you shit
it is because you are
shit at choosing your network

@markmedia


if content is king
context is empress

@markmedia


Use tools that people use. Not tools
that your IT-dep. uses

@markmedia



Filters no longer filter out
they filter forward
(they bring results to the front)
oh, as an added bonus - Social filtering fucks up seo

@markmedia


Simply Goodbye
I’ve been
@markmedia
markmedia@gmail.com

@markmedia


Mark Comerford

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