Closing keynote for Mindtrek, northern Europe's largest business and technology summit, October 2010.

1. From ‘The Shallows’ to Full Immersion: Compelling & Useful Technologies Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298

2. End-of-event slump Image source: http://www.flickr.com/photos/philliecasablanca/3553046233/

3. Idea in this presentation TECHNOLOGY CHARACTERISED AS ‘SHALLOW’ IMMERSIVE TECHNOLOGY WHICH INSPIRES DEEP THOUGHT AND SOLVES PROBLEMS Now Future

4. Argument TECHNOLOGY DEVELOPMENT BASED ON EASE OF ACCESS TO INFORMATION AND EACH OTHER TECHNOLOGY DEVELOPMENT BASED ON SOLVING PROBLEMS Image sources: http://www.flickr.com/photos/elvissa/145892913/sizes/o/ http://www.flickr.com/photos/magnetbox/3261773180/sizes/m/in/photostream/

5. “ Imagine filling a bathtub with a thimble; that’s the challenge involved in moving information from working memory into long-term memory. When we read a book, the information faucet provides a steady drip, which we can control by varying the pace of our reading. Through our single-minded concentration on the text, we can transfer much of the information, thimbleful by thimbleful, into long-term memory and forge the rich associations essential to the creation of knowledge and wisdom. “ On the Net, we face many information faucets, all going full blast. Our little thimble overflows as we rush from tap to tap. We transfer only a small jumble of drops from different faucets, not a continuous, coherent stream.” - Nick Carr - The Shallows, 2010

6. Image sources: http:// www.leighbureau.com/speaker_documents.asp?view = photograph&id =77 http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell “ (Digital activism) is simply a form of organizing which favors the weak-tie connections that give us access to information over the strong-tie connections that help us persevere in the face of danger. It shifts our energies from organizations that promote strategic and disciplined activity and toward those which promote resilience and adaptability. It makes it easier for activists to express themselves, and harder for that expression to have any impact.” From: ‘Why the revolution will not be tweeted’, Malcolm Gladwell, September 2010, in the New Yorker: http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell?currentPage=all#ixzz10oir0Qkh

10. Reductive vs Creative PROBLEM PART PART PART PART SOLUTION! Reductive thinking Creative thinking PROBLEM IDEAS IDEAS IDEAS IDEAS IDEAS SOLUTION 1 SOLUTION 2 SOLUTION 3 SOLUTION 4 SOLUTION 5

11. Reductive vs Creative Image sources: http://www.flickr.com/photos/question_everything/3550641700/ http://www.flickr.com/photos/danzen/291549321/ SHALLOW TECHNOLOGY: Reductive and often trivial IMMERSIVE TECHNOLOGY: Creative, often inspirational

12. SHALLOW TECHNOLOGIES

16. BUSINESS & TECHNOLOGY

17. Business Needs SPEED COMPETITIVE INTELLIGENCE SALES Image sources: http://www.flickr.com/photos/fabiovenni/91780334/ http://www.flickr.com/photos/mattcornock/3840181015/ http://www.flickr.com/photos/liewcf/2427194598/

18. Business needs from technology Image sources: http://www.flickr.com/photos/pointshoot/861932760/ http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/ BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY

24. EMERGENT, IMMERSIVE TECHNOLOGIES

35. DEEP PARTICIPATION

41. BUT… Remember business needs Image sources: http://www.flickr.com/photos/pointshoot/861932760/ http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/ BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY

43. Questions Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298