This document discusses the history and evolution of social media and information sharing from ancient times to the present. It traces the development of writing systems, printing, electricity, telecommunications, and the internet which have progressively lowered the costs and increased the speed of sharing ideas. Recent technological advances like smartphones, social networks, and wireless sensor networks are bringing about a new era where physical and digital worlds converge to enable new forms of collaboration and problem solving at a global scale.

1. The Social Web
2/10/12
@sandoz

2. Where to start?
2001.
Wikipedia.
Social media employ web- and mobile-based technologies to
support interactive dialogue and “introduce substantial and
pervasive changes to communication between
organizations, communities, and individuals.”
2004?
Facebook.

3. Thin.
Doesn’t feel very...
IoT.
Cultural.
Big.
Technology
'The application of
scientific knowledge for
practical purposes.'

4. The application of scientific
knowledge to support interactive
dialogue.
The
Scie
Language, Letters, Books.
3000 BC
Egypt. Alphabets. Papyrus.
nce
of S
har
ing
Ide
as.

5. 200 BC
Smoke signals

6. 1522
Pamphlets
Martin Luther’s ‘95 Theses’ bring about the Reformation
through Re-Printing.

7. 2010
Arab Spring
RTs

8. 1652
Coffee
Coffee Houses in London. The King tried to close them.
Open to all. Provocative social networks.

9. 1663
Electricity.
Electrostatic Friction Machines

10. 1663
Science Social Network?

11. 1745
Leyden Jars.

12. 2012
iPhone 5 Capacitors.
Self Organising Smart Dust.
Swarm Robotics.
Utility Fog.

13. 1746
Abbé Jean-Antoine Nollet
200 Monks connected in a circle and a Leyden jar.
C18 Taser. Electricity moves very fast.

14. Power
ELECTRICITY
Toasters.
Light.
Computers.
Hairdryers.
Cars.
etc
INFORMATION
≈
Text
Revolutions.
Business.
Government.
Sport.
Decisions.
Services.
etc.

15. 1750
Industrial Revolution
Mass change in manufacture and skills.

16. 1800
Voltaic Pile
Today’s Battery

17. 1809
Electrochemical Telegraph,
30+ wires making bubbles, corresponding to a letter,
appear in acid. (Germany)

18. 1837
Electrical Telegraph,
Used by London Railways.... to catch a murderer.
Now only 2 wires. Binary.

19. 1837
Morse Code
Cost of sending 10 words was $1.55 in 1850, $1
in 1870, 40¢ in 1890.

20. 1897
Radio/Voice
WiFi

21. Wireless Sense Networks
C eNSE
Central Nervous System for the Earth.
Consisting
of
a
trillion
nanoscale
sensors
and
actuators
embedded in the environment and connected via an array of
networks
with
computing
exchange
their
information
systems and end users.
systems,
among
software
analysis
and
services
engines,
to
storage

22. Smart Cities

23. Human Browser
THE HUMAN BR
WSER.
Smart clothes, The Distributed Phone.
YOU ARE
E SOCIAL
TH
MEDIA!

24. 1955
Flux Capacitor
Time Travel

25. 1956
A.I
An official area of research.

26. Data Exhaust

27. Business 2.0
Smarter Businesses
with smarter
Customers.
Efficient & Active
Advocacy
User Centric
VRM
Social Enterprises

28. Brand 2.0
Your
Product
What people say about
your Product

29. ADVERTISING LOOP
PRODUCT
BRAND
CUSTOMER

30. 2045
Vern & Ray predict an intelligence explosion
- Superintelligence
The Singularity.
superhuman intelligence would represent
a breakdown in the ability of humans to
model the future thereafter.
Vernor Vinge
There will be no distinction, postsingularity, between human and
machine.
Raymond Kurzweil

31. 1957
Sputnik Crisis
Prompts the founding of D(ARPA)

32. 1967
Counter Culture

33. 1990
The Information Age
Turn on. Boot up.
Jack in.
PC’s are the LSD of the 90s.

34. 2003
#FAIL
Loss of anonymity. Rise of open opinions.
RT Compliments. Klout. Thicker skin. The
Internet knows where you live.

35. Accountable
Brands deliver on their promise
Customers to their peers.
Conspicuous Green Consumption

36. 1989
WWW
'Vague But Interesting'

37. 2012
What does the
Internet want?
To lower the cost for creating and
sharing information.
Steven Johnson.
Future Perfect.

38. 1995
Social Networks

39. 1995 - 2003
Craig’s List, Match.com, eBay, Dancing Baby Viral, JenniCan
Life streaming, Mapping, BabelFish translation, Instant
messaging, Friends Reunited, Live Journal, Napster, Wikipedia,
Blair Witch Project, Hot or Not, Trip Advisor, Dodge Ball LBS,
Lazy Web, Last FM, Friendster, Star Wars Kid, MySpace,
Second Life, Delicious, Skype...
2004

40. 2006
2006 - 2005

41. 2004 - 2009
Digg, Flickr, WOWarcraft, YouTube, Kiva Microloans, Twitter,
Nike+, Pay What You Want - Radiohead, iPhone, App Store,
KickStarter

42. Industrial Revolution 3

43. The past 10 years have been about discovering new ways to
work together and offer services on the web.
The next 10 years will, I believe, be about applying those
lessons to the real world. It means that the future doesn't
just belong to internet businesses founded on virtual
principles. but to ones that are firmly rooted in the physical
world.
The process of making physical stuff has started to look
more like the process of making digital stuff.

44. Peer progress:
The society we can build together with the remarkable
tools we have.

45. Green Ideas.
Bringing together new ideas for how we live on Earth.

46. The ongoing story.
We’re don’t own it, we’re just
looking after it...
Through technology...
Connectivity (More People).
Speed (Faster Sharing, Reduced Friction)
Access (Knowledge, Information).
=
Better Ideas.

47. We can't escape each other.

48. ompliments.
Don't RT C
ild Facebook.
Name your ch
Don't
re everything.
Don't sha
tening
for lis
s
hank
T
@sandoz