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A digital epiphanyAs my child and teenage years passed by, my families VHS collection

grew substantially, especially around Christmas time. With each turn of

the holiday season came the inevitable and highly anticipated

Hollywood premier on TV. This was without fail recorded, then labelled,

and then enshrined on a shelf with the other sixty-or-so video tapes in

the living room. Essentially, recording films on VHS over Christmas was

as much a tradition as carving the Turkey.

In hindsight, video tapes were quite a bulky invention. The amount of

space they took up on shelves. The strange way their mechanism

worked when you inserted them into the video player. The seemingly

endless amount of time it took to rewind them before you could watch

them from the beginning again. Then there was the fine-tuning of the

tracking so you could get the picture just right. It seems archaic now, but

at the time, that was what you had to put up with if you wanted to use

VHS cassettes. It was normal to have to put up with all that hassle. It

was normal, to have to be patient.

The first moment I ever had what you might call, a ‗digital epiphany‘,

and when this notion of ‗normal‘ was turned on its head, was when the

first film studios began to release their movies on DVD. It was however,

not the quality of image that particularly blew me away, but more of how

you used a DVD that made the impression.

You could watch hours of extra bonus content.

You could have subtitles – in a vast array of languages.

You could watch scenes from different angles.

Most importantly though, you could jump to any point in a film and you

didn‘t have to rewind it to watch it from the start.

With VHS you were limited to the fact that the tape has to go from the

start to the end, in a linear fashion. A film on DVD, in some roundabout

way, is at both the start and at the end...but at the same time. This

concept of ‗always-on‘ or ‗always everywhere‘ – and getting stuff

whenever and however you wanted it was mind blowing. There is less

need to be patient when everything is connected. And especially when

it is connected all the time.

Fast forward 10 years and with the rise of the Internet and all its good

friends - Google, TV On-Demand, PVR‘s, blogging, Amazon, ‗liking‘

stuff...the abundance of digital technologies and the digital lifestyle

they‘ve fashioned have permeated every aspect of my life. And yours I

imagine. Learning, communicating, consuming, producing – these very

innate aspects of human nature have become, in many ways,

enhanced by the Internet. I find it horrendously scary yet incredibly

fascinating.

So, one day I started putting together a few slides with the initial

purpose of distilling and organising some thoughts on aspects of the

Internet and digital life that I felt particularly inspired by and wanted to

explore further. This was a while ago now.

The fact is, so much of our world is changing because of Internet

technologies that to try and capture and appreciate all the details on a

day-to-day basis is frustratingly futile (I no longer subscribe to

Mashable for this very reason). The pace of change certainly feels like

it is accelerating. So for the sake of my sanity and your attention, this

deck is broken up into three chapters for ease of consumption. At first,

there were about nine but I‘ve attempted to break my thinking out into

distinct themes, themes that I feel are going to be increasingly relevant

the more ‗digitised‘ we become as a species.

Enjoy

1 - PEOPLE ARE THE CHANNEL

2 - SATURATED

3 - THE NETWORK IS FALSE

Prologue : The state of the worldSlides 4- 36

Slides 37- 51

Slides 52- 68

Slides 69- 99

The state of

the world

“The Industrial Revolution was a period in time where major changes

in agriculture, manufacturing, mining, and transport had a profound

effect on the socioeconomic and cultural conditions at the time. The

onset of the Industrial Revolution marked a major turning point in

human history; almost every aspect of daily life was eventually

influenced in some way..”

“The Industrial Revolution was a period in time where major changes

in agriculture, manufacturing, mining, and transport had a profound

effect on the socioeconomic and cultural conditions at the time. The

onset of the Industrial Revolution marked a major turning point in

human history; almost every aspect of daily life was eventually

influenced in some way..”

Sound familiar?

“The Digital Revolution was a period in time where major changes in

information access and distribution, had a profound effect on

the socioeconomic and cultural conditions at the time. The onset of

the Digital Revolution marked a major turning point in human history;

almost every aspect of daily life was eventually influenced in some

way..”

People are becoming digital

Lifestyle more relevant than lifestage

This was then..

..this is now

Digital from cradle..

..digital to grave

Digital empowering the powerless..

―After a January quake levelled Haiti‘s capital, killing thousands, the

country fell into chaos, disarray, and deadly hardship. In the weeks after

the disaster, international aid leapt to help. Micro-donations flooded the

country on an unprecedented scale, with the American Red Cross taking

in $10 million in 48 hours.

‗Mobile giving‘—the pledging of small amounts of money via text-

message—seemed to hit its breakout point, as social-media applications

like Facebook and Twitter spread awareness of this mode of giving‖

Benjamin F. Carlson, The Atlantic Wirehttp://www.theatlantic.com/national/archive/2010/11/ideas-of-the-year/67199/#

―WikiLeaks is the guerrilla front in a

global movement for greater

transparency and participation.

It used to be that a leader

controlled citizens by controlling

information. Now it's harder than

ever for the powerful to control

what people read, see and hear.

Technology gives people the ability

to band together and challenge

authority. The powerful have long

spied on citizens as a means of

control, now citizens are turning

their collected eyes back upon the

powerful..‖

Heather Brooke, Guardianhttp://www.guardian.co.uk/commentisfree/2010/nov/29/the-revolution-will-

be-digitised

..digital agitating the powerful

―The absolute transformation of

everything that we ever thought

about music will take place

within 10 years, and nothing is

going to be able to stop it. I see

absolutely no point in

pretending that it's not going to

happen...Music itself is going to

become like running water or

electricity...it's terribly exciting.

But on the other hand it doesn't

matter if you think it's exciting

or not; it's what's going to

happen.‖

David Bowie

New York Times - June 2002http://nyti.ms/hoj0D1 via ‘The Future of Music – Manifesto For The Digital Music Revolution, David Kusek, Gerd Leonhard. Berklee Press

Digital rapidly changing culture

WE’RE NOT

IN KANSAS

ANYMORE

This is unchartered territory

This is unchartered territory

This is about discovery

This is unchartered territory

This is about discovery

There are lots of opportunities

This is unchartered territory

This is about discovery

There are lots of opportunities

There are no rules. (Almost)

Rule #1. Where people are, brands are.aa

Rule #2. Where people go, brands will want needto follow.

Guthrie Dolin - http://www.instantlyobsolete.com/

Facebook?

YouTube?

Twitter?

And it‘s all happened quite quickly

Maximise buzz by driving word of mouth from relevant influencers Is Increase organic growth by exposing audiences to the brand through breakthrough viral communications It Activate audience by giving them compelling social experiences, encouraging advocacy Time Facilitate audience conversations and drive engagement with social currency To Target influencers with engaging assets to act as platforms for conversation Jump Enhance the customer experience by facilitating authentic conversations OnIdentify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires The Strengthen the emotional connection with the brand by building relationship Band Expose new and relevant communities to the brand by providing assets to encourage brand evangelism Wagon Drive break through conversations with an engaging viral ?

http://www.whatthefuckismysocialmediastrategy.com

Maximise buzz by driving word of mouth from relevant influencers Is Increase organic growth by exposing audiences to the brand through breakthrough viral communications It Activate audience by giving them compelling social experiences, encouraging advocacy Time Facilitate audience conversations and drive engagement with social currency To Target influencers with engaging assets to act as platforms for conversation Jump Enhance the customer experience by facilitating authentic conversations OnIdentify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires The Strengthen the emotional connection with the brand by building relationship Band Expose new and relevant communities to the brand by providing assets to encourage brand evangelism Wagon Drive break through conversations with an engaging viral ?

http://www.whatthefuckismysocialmediastrategy.com

Indeed

Digital isn’t about technology

To best understand this digital world, we need to stop thinking that

everything starts and ends with technology

http://momapropaganda.com.br

Technologies will age..

..people won‘t however

...*people won‘t however

*

A consistent human blueprint?

http://mashable.com/2010/12/13/facebook-members-visualization/

And it is these people, with this blueprint who became far more

connected than they have ever been before

People are

the channel1

The Internet connects people

INTERNET

INTERNET

People are social

The Internet is social

So rather than think of the Internet as connecting people

INTERNET

We need to think of people being the Internet

What does this mean for advertising in a digital age?

Brands used to speak to people in a very constructed,

very linear and very specific way

――The media landscape in the 20th

century was very good at helping

people consume, and we became, as

a result, very good at consuming. But

now we‘ve been given media tools -

the Internet, mobile phones - that let

us do more than consume, what

we‘re seeing is that people weren‘t

couch potatoes because we liked to

be, we were couch potatoes because

that was the only opportunity given to

us.

We still like to consume of course but

it turns out we also like to create and

we like to share‖

Clay Shirky, TED @ Cannes

June 2010http://www.ted.com/talks/clay_shirky_how_cognitive_surplus_will_change_the_world.html

A fundamental shift in how people engage with media

Trust in people, not brands

A people led media landscape necessitates:

A people led media landscape necessitates:

Cultural and psychological focus

DeviationTrend

Sub-culture

Rationality

Collectivism Individualism

Dominant-culture

Emotion

―Inception Social

Media is not about

being specific, when

we get inside his

mind we are going to

have to work with

what we find‖

A people led media landscape necessitates: :

Anticipation of serendipity

“why the hell would I chose to look at a page regarding [BRAND*]? I use Facebook to communicate with my friends.. not you.”

*Debranded verbatim taken from primary Facebook Fanpage research.

A people led media landscape necessitates:

Respect

Saturated

2

Saturated with

Brand

Saturated with

Technology

Saturated with

Media

B*T*Mrand

B*T*Mrand echnology

B*T*Mrand echnology edia

An exponential situation

B*T*Mrand echnology edia

An exponential situation

Limited ResourceTruth #1 Only so many hours in a day

24B*T*Mrand echnology edia

Limited Resource Truth #2 Only so much we can realistically consume

24+B*T*Mrand echnology edia = Attention

Dilution

The unfortunate reality

How can we create a winning situation?

Amnesia Razorfish has

replaced the typical ‗send

and receive‘ interface with

a more natural ‗gesture-

based‘ interface. A

Smartphone owner can

now move their content

freely between two

devices by simply

dragging content off their

phone onto a Microsoft

Surface Table and back

onto another device

instantly.

―..all the buttons are gone and sharing content is now

completely instinctive. In a world where Smartphones

are becoming omnipresent, this kind of software opens

another world of ideas for brands.‖http://amnesiablog.wordpress.com/2011/01/25/amnesia-connect-iphone-surface-ipad/

Remove boundaries and be collaborativeUser-centric behaviour Social behaviour

Create synergy and be cumulativeMedia led Story led

AB

C

D

G

F

E

ABCDEFG

ABCDEFG

ABCDEFG

ABCDEFG

ABCDEFG

ABCDEFG

ABCDEFG

ABCDEFG

Create experiences and be interestingContent focus Experience focus

―While great content can keep people coming

back for more, one could argue the music

industry‘s current content model — a 99 cents,

listen-all-you-want platform — isn‘t sustainable.

It offers instant access to great content, but that

content has become commoditized.

As people throughout the world gain access to

an increasing number of media consumption

devices, we now have more choices than ever

before. Content itself no longer defines our

choice of distribution channel.

The balance of power within digital media is

shifting again, this time to the experience that

envelops the content...As content and

distribution continue to expand to

overwhelming proportions, user experience

becomes the key to locking onto and growing a

real, loyal audience‖

Jon Goldman, Mashablehttp://mashable.com/2010/06/30/social-experience-content/

Create experiences and be usefulBrand relevance Life relevance

(Nike +)

(Nike Training

Club)

The network

is false3

Loads right?

I know this guy

But I have no idea who this guy is

Online social networks are nothing like offline social

networks

Really?

What is it to be a ‗friend‘ in a digital world?

Online social design doesn‟t appreciate : a

The granularity of social relationships

ONE OF MY PHOTO ALBUMS ON FACEBOOK

The granularity of social relationships

ME

The granularity of social relationships

ME MY GF

The granularity of social relationships

ME MY GFMY GF‘S EX

AND THEIR

HOLIDAY

The granularity of social relationships

ME MY GFMY GF‘S EX

AND THEIR

HOLIDAY

Is this something I want to see?

The granularity of social relationships

Online social design doesn‟t appreciate : aA

The granularity of social relationshipsThe depth of social relationships

The depth of social relationships

Recruitment consultants

I‘ve met sporadically and

don‘t know very well

The depth of social relationships

My colleagues and friends

that I see a lot of and know

very well

Recruitment consultants

I‘ve met sporadically and

don‘t know very well

My colleagues and friends

that I see a lot of and know

very well

Recruitment consultants

I‘ve met sporadically and

don‘t know very well

Everyonein the same pot!

The depth of social relationships

Privacy helps us manage our relationships

me youP

R

I

V

A

C

Y

Organic Privacy

Social design = Autonomous, simple

me you

me you

Inorganic Privacy

Social design = Manual, clunky

(Facebook’s privacy settings)

http://youropenbook.org/

―Openbook lets you search public Facebook

updates using Facebook's own search service.

Facebook's bait-and-switch on privacy and

their overly complex settings cause many users to

post messages intended for their friends to

'everybody'.

That's the entire planet, for all time.

This privacy-malfunction could have serious

consequences if you're looking for a job, applying

for college, or trying to get medical insurance‖

The value of privacy in a digital world..

This is Jonny.

He pulled a sicky today

..do people even value privacy anymore?

WE LIKE EVERYTHING...

Does it?

1,050,781 fans

2910 reactionsto video

1,050,781 fans

1,050,781 fans

0.3% of „fans‟ responding

2910 reactionsto video

―There is an appropriate and interesting corollary in the world of high school

physics: If you lift a ball off the ground and hold it stationary, it has no kinetic energy

but it does have potential energy; drop the ball, and the potential energy becomes

kinetic energy.

Facebook fans are like that -- all potential energy until you introduce something that

creates kinetic energy. As such, the operative question isn‘t,

‘What is the value of a Facebook Fan?’ but ‘How do I make my Facebook fans

valuable?’

Augie Ray, Forrester Bloghttp://blogs.forrester.com/augie_ray/10-07-08-what_value_facebook_fan_zero

Thanks!

kitsamho@gmail.com

www.twitter.com/kitsamho