1. Introduzione alla Cultura Digitale

Geek CafeApplied technologies for tomorrow startuppers

Roma, 6 ottobre 2012

Agenda

Who We Are

Purpose of the lesson (why to be here is better than to be still sleeping)

Let’s try to define

The communities


© Girl Geek Dinner Roma

Expected Output

Exercise 1: presentation of a communication strategy to improvea business

Exercise 2: beware of the troll!



Basement

Jakobson Communication Model



Who We Are



Who We Are• In 2005 founded in London by Sarah Lamb (born Blow), software engineer.

• 64 established chapters in 23 countries

• 2008: GGD Roma

• Mission: To identify routes to let everyone get into technology. To encourage and nurture those interested in technology. To work with local schools and universities to encourage more women to engage into technology industry. To support those currently in the industry and work together to figure out the issues and the solutions





It’s your turn!(create 1 slide)

• Name and Surname

• Degree

• In 5 years I see myself as…

Purpose of the lesson





MediaDigital Social

ComputersMobile phonesInternetVideo games PhotographyTelevisionVideo and digital soundSatellite navigation systems

Online forums (eg DigitalPoint)Blogs (eg WordPress)Social networking sites (eg Facebook)Social bookmarking sites (eg Digg)Video sharing sites (eg YouTube)Photo sharing sites (eg Flickr)Streaming sites (eg Ustream)Reviews of users (eg Amazon)Research (eg Wikipedia)Content aggregators (eg FriendFeed)

Digital = adj. relating to or using signals or information represented by discrete values of a physical quantity such as voltage or magnetic polarization (cfr. Oxford Dictionary of English)

Social = adj. relating to society or its organization (cfr. Oxford Dictionary of English)



The World of Social Media

Smartphone, Linkedin, cinema ticket, Facebook, online shopping



Tools

Media



Andrew Masonand

120.000.000 members

38.000.000 of them have bought a deal in the last 90 days

Operates in 48 countries with 1000 new product offers everyday

Mason, 31 anni, ha inventato il sito globalizzato del low cost. Si tratta della start up più veloce di sempre: da 5 a 12 mila dipendenti e da 0 a 1,5 miliardi di euro di fatturato in quattro anni. Capace di dire no a 6 miliardi di dollari di Google.



Brian Chestyand

31 anni, californiano, con il sito

airbnb.com ha trasformato

200.000 case in alberghi.

Attraverso il sito sono stati prenotati

oltre 10.000.000 di

pernottamenti, con un picco di

60.000 persone ospitate in un

solo giorno (tra cui 3.000 italiani).



Sebeto group and



Choose an innovative (digitaland social) channel for yourcommunication campaign


Let’s try to define





How can we define smtg?

1. delimit the field

2. look at what have been done before

3. identify key aspects

4. replicate it in an innovative way



MediaDigital Social





Social

SocialMediaHistory



1455: Johannes Gutenberg invented the printing press and independently developed a movable type

system in Europe.

“Si tratta di una comunità politica immaginata come intrinsecamente insieme limitata e sovrana. E’ immaginata in quanto gli abitanti della più piccola nazione non conosceranno mai la maggior parte dei loro compatrioti, né li incontreranno, né ne sentiranno mai parlare, eppure nella mente di ognuno vive l’immagine del loro essere comunità” (Benedict Anderson, Comunità immaginate, 1983)

1797: Optical Telegraphy

1844: Samuel Morse’ first telegraph message was “What Hath God

Wrought”

1844–1898: Invention of the telephone (Page, Manzetti,

Bourseul, Reis, Meucci, la Cour, Drawbaugh, Gray, Graham Bell, Edison, Puskàs)

SocialMediaHistory



1900: Invention of the radio (Nikola Tesla? Guglielmo Marconi? Reginald Fessenden? Oliver Lodge? Amos Dolbear? Nathan Stubblefield? Mahlon Loomis?)

“And We Called It Television”. At the World's Fair in Paris, the first International Congress of Electricity washeld. That is where Russian Constantin Perskyi made the first known use of the word "television" (Henry, Faraday, Goldstein, Graham Bell, Edison, Nipkow)

1949: in his novel Heliopolis the German Ernst Junger dreams up the

communication medium “Phonophor”, which connects everybody yoeverybody else, enabling a permanent, technically facilitated forum that also replaces the passport, watch, newspaper, library and encyclopedia.

SocialMediaHistory



1957: Launch of the Sputnik

“Ma la scoperta più grande e meno percepita sul momento, fu quella di ordine culturale provocata, o per lo meno approfondita, proprio dallo shock dello Sputnik. L’America, che si riteneva superiore tecnologicamente e scientificamente, d’un colpo prese nuova coscienza che le sorti della società dipendono dalle capacità creative; l’esecutività tanto cara all’industria manifatturiera può essere anche delegata a terzi ma solo la creatività può assicurare a un paese la sicurezza e il progresso. Certamente l’interesse per la creatività come agente autonomo di crescita economico-sociale era già latente (già nel 1950, ad esempio, J. P. Guilford aveva pubblicato Creativity, oggi considerato un libro precorritore) e lo shock dello Sputnik svolse il semplice ruolo di detonatore. Però, a partire da quell’evento, la ricerca scientifica occidentale subì una evidente accelerazione e in America furono avviati imponenti programmi di studio dedicati appunto alla creatività. Sarebbe difficile considerare semplice coincidenza il fatto che nel 1957 la Michigan State University abbia destinato un corposo finanziamento a un piano organico di ricerche sulla creatività, soprattutto quella infantile. […] Da questo momento in poi la creatività diventa oggetto di studio scientifico, specifico e interdisciplinare; il futuro passa da effetto misterioso di fattori imponderabili combinati dal caso, a prodotto progettato, deciso e organizzato dall’uomo. La società postindustriale si connota come sistema programmato e creativo che pone al suo epicentro l’invenzione, scientificamente orchestrata, di beni immateriali come i servizi, le informazioni, i valori, i simboli, l’estetica.” (Domenico De Masi, La fantasia e la concretezza. Creatività individuale e di gruppo, Rizzoli, Milano, 2003)

SocialMediaHistory



1969: ARPANET (First ARPANET nodes connected UCLA, Stanford, UC Santa Barbara and Universiti of

Utah)

1971: The first email is sent

1978: two Chicago computer hobbyists invented the bulletin board system (BBS) to inform friends of

meetings, make announcements and share information through postings. It was the rudimentary beginning of a small virtual community. Trolling and flame wars began

1979: USENET was an early bulletin board that connected Duke University and the University of North

Carolina

1979: Kevin MacKenzie e-mailed his fellow subscribers at MsgGroup, an early Internet bulletin board,

with a suggestion to put some emotion back into the dry text medium of e-mail (birth of emoticons)

SocialMediaHistory



1980: PC

1991: The WWW came to be (firstonline site by Tim Berners-Lee)

1993: CERN donated the WWW technology to the world. Students at NCSA (National Center for

Supercomputing Applications at the University of Illinois at Urbana-Champaign) displayed the first graphical browser, Mosaic, and Web pages as we know them today were born. More than 200 Web servers were online.

1994: Beverly Hills Internet (BHI) started Geocities, which allowed users to create their own websites

modeled after types of urban areas. GeoCities would cross the one million member mark by 1997. There were 38 million user Web pages on GeoCities before it was shut down for United States users in 2009.

1994: You can now order your pizza online.

1995: Theglobe.com gave users the freedom to personalize their online experiences by publishing their

own content and interacting with others with similar interests.

1997: AOL instant messenger is launched. The Web had one million sites. Blogging begins.

Sixdegrees.com launches allowing profile creation and listing friends.

1998: Google opens as a major Internet search engine and index.

SocialMediaHistory



1999: Rick Levine, Christopher Locke, Doc Searls e David Weinberger wrote the Cluetrain Manifesto.

95 Theses1 Markets are conversations.

2 Markets consist of human beings, not demographic sectors.

6 The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.7 Hyperlinks subvert hierarchy.

8 In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.

9 These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

10 As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

11 People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

12 There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

13 What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two.

SocialMediaHistory



2000: Friendster is launched, pioneering the online connection of real-world friends. It’s user-base grows to 3 million users in the first three months.

2001: Wikipedia, the online encyclopedia and world's largest wiki, was started. Apple started selling iPods.

2003: Myspace is launched, first conceived as a Friendster clone. LinkedIn was started as a business-oriented social networking site for professionals. There were more than 3 billion Web pages. Apple introduced the online music service iTunes.

2004: Facebook is launched, originally as a way of connecting u.s college students. First launched at Harvard college, more than half of the 19.500 students signed up within the first month. Podcasting began on the Internet. Flickr image hosting website opened. Digg was founded as a social news website where people shared stories found across the Internet.

2005: birth of Youtube. There were more than 8 billion Web pages.

2006: Twitter is launched.

2007: Apple released the iPhone multimedia and Internet smartphone.

2008: Facebook surpassed MySpace in the total number of monthly unique visitors. Meanwhile, Facebook tried unsuccessfully to buy Twitter.

2010: Facebook's rapid growth moved it above 400 million users, while MySpace users declined to 57 million users, down from a peak of about 75 million. To compete with Facebook and Twitter, Google launched Buzz, a social networking site integrated with the company's Gmail. It was reported that in the first week, millions of Gmail users created 9 million posts. Apple released the iPad tablet computer with advanced multimedia and Internet capabilities.

2011: Social media were accessible from virtually anywhere and had become an integral part of our daily lives with more than 550 million people on Facebook, 65 million tweets sent through Twitter each day, and 2 billion video views every day on YouTube. LinkedIn has 90 million professional users. Social media commerce was on the rise along with mobile social media via smartphones and tablet computers. Public sharing of so much personal information via social media sites raised concern over privacy. Apple introduced the Ping social network for music and integrated with iTunes. It was estimated Internet users would double by 2015 to a global total of some four billion users, or nearly 60 percent of Earth's population.



Generate Social Connection Between Members of a Community



MediaDigital Social





SocialMediaHistory



“Si tratta di una comunità politica immaginata come intrinsecamente insieme limitata e sovrana. E’ immaginata in quanto gli abitanti della più piccola nazione non conosceranno mai la maggior parte dei loro

compatrioti, né li incontreranno, né ne sentiranno mai parlare, eppure nella mente di ognuno vive l’immagine del loro essere comunità”



Choose social code for yourcommunication campaign


The Communities





1 Noun (plural communities)1a group of people living in the same place or having a particular characteristic in common

2 [mass noun] The condition of sharing or having certain attitudes and interests in common

3 Ecology a group of interdependent plants or animals growing or living together in natural conditions or occupying a specified habitat

Online Community = "a virtual community is defined as an aggregation of individuals or business partners who interact around a shared interest, where the interaction is at least partially supported and/or mediated by technology and guided by some protocols or norms“ (“A Typology of Virtual Communities: A Multi-Disciplinary Foundation for Future Research”, Constance Elise Porter of Notre Dame)

Definition

The word "community" is derived from the Old French communité which is derived from the Latin communitas (cum, "with/together" + munus, "gift"), a broad term for fellowship or organized society.



Building Online Communities

According to Dorine C. Andrews, author of Audience-Specific Online

Community Design there are three parts to building an online community:

1. starting the online community (tip: create webpages that appeal to specificinterests: online communities with clear topics and easy access tend to be more effective)

2. encouraging early online interaction (tip: privacy guarantees and interwovencontent discussion are very important)

3. moving to a self-sustaining interactive environment (tip: make possible private discussion groups and information sharing)



Successful online communities

An article entitled "The real value of on-line communities“, written by A. Armstrong and J. Hagel of the Harvard Business Review, addresses a handful of elements which are key to the growth of an online community and its success in drawing in members.

The article addresses four main categories of business-based online communities, but statesthat a truly successful one will combine qualities of each of them:

1. Communities of transaction: emphasize the importance of buying and selling products in a social online manner where people must interact in order to complete the transaction

2. Communities of interest: involve the online interaction of people with specific knowledge on a certain topic

3. Communities of fantasy: encourage people to participate in online alternative forms ofreality, such as games where they are represented by avatars

4. Communities of relationship: often reveal or at least partially protect someone's identitywhile allowing them to communicate with others, such as in online dating services.



Communities Participation

Public (posters)join virtual communities and openly express their beliefs and opinion

Non public (lurkers)participants who join a virtualcommunity but do not publishtheir opinions.



Membership Life Cycle

1. Peripheral (i.e. Lurker) – An outside, unstructured participation

2. Inbound (i.e. Novice) – Newcomer is invested in the community and heading towards full participation

3. Insider (i.e. Regular) – Full committed community participant

4. Boundary (i.e. Leader) – A leader, sustains membership participationand brokers interactions

5. Outbound (i.e. Elder) – Process of leaving the community due to newrelationships, new positions, new outlooks

(Model by Lave and Wenger)



Roles in Online CommunityCommunity architect:sets goals for the online society, they decide what the purpose of the site will be and how it will affect society.

Community manager: they oversee the progress of the society, much like a manager of a store.

Paid member: this is a member that is paid to contribute to the site. They play a part in gettingthe site going and getting other people interested in using the site.

Core participants: these may also be considered free members that visit most often, theyrepresent the majority of the contributors to the site and are very important to the sitesprogress.

Lurkers: may include passive lurkers who are not quite ready to post their opinions on the community site, however one step closer to becoming an active lurker.

Dominators: also many be known as power users, these people influence the space and timegiven in a single interaction.

Linkers: these are the people that participate across the board in a wide variety of discussions. They help to create connections and influence others to participate across the community.

(According to Etnographic Theory)



Persuading factorsThe Reciprocation Theory infers that a successful online community must provide its

users with benefits that compensate for the costs of time, effort and materials members

provide. People often join these communities expecting a sort of reward, whether it is

physical or psychological

The Consistency Theory says that once an individual makes a public commitment to a

virtual society, they will often feel obligated to stay consistent with their commitment by

continuing contributions

The Social Validation Theory explains how people are more likely to join and

participate in an online community if it is socially acceptable and popular

Additionally, one of the greatest attractions towards online communities is the

sense of connection users build between each other. Individuals are most likely to

join these sites in order to enhance their likability.Also participation and

contribution is influenced when members of an online community is aware of their

global audience



The Big Innovation



Wikinomics 1/4

In 2001, Consultants at McKinsey & Company did a study where they found that only 2% oftransaction site customers returned after theirfirst purchase, while 60% of new online communities users began using and visiting the sites regularly after their first experiences. Online communities have changed the game for retail firms, forcing them to change theirbusiness strategies. Companies have tonetwork more, adjust computations, and alter their organizational structures. This leads tochanges in a company’s communications withtheir manufacturers including the information shared and made accessible for furtherproductivity and profits.



Wikinomics 2/4

Establishing a relationship between the consumer and a selling has become a newscience with the emergence of online communities. It is a new market to be tappedby companies and to do so, requires an understanding of the relationships built on linecommunities. Online communities gather people around common interests and thesecommon interests can include brands, products, and services.

Companies not only have a chance to reach a new group of consumers in online communities, but to also tap into information about the consumers. Companies havea chance to learn about the consumers in an environment that they feel a certainamount of anonymity and are thus, more open to allowing a company to see whatthey really want or are looking for.



Wikinomics 3/4In order to establish a relationship with the consumer a company must seek a way to identify with howindividuals interact with the community. This is done by understanding the relationships an individual haswith an online community. There are six identifiable relationship statuses: -considered status (when a person begins their involvement with the site)-committed status (a relationship between a person and an online community is established and the persongets fully involved with the community)-inactive status (an online community has not relevance to a person)-faded status (when a person has begun to fade away from a site)-recognized status (a person is aware of the community, but is not entirely involved)-unrecognized status (the consumer is unaware of the online community or has not decided the community to be useful)

It is important to be able to recognize which group or status the consumer holds, because it might help determine which approach to use.

Companies not only need to understand how a consumer functions with in an online community, but also a company “should understand the communality of an online community”. This means a company mustunderstand the dynamic and structure of the online community to be able to establish a relationship withthe consumer. Online communities have cultures of their own, and to be able to establish a commercial relationship or even engage at all, one must understand the community values and proprieties.



Wikinomics 4/4

Issues:

-Trolling

- Privacy

- Undefined Legislation



Case 1: McEwen’s Goldcorp Inc. “We had applied math, advanced physics, intelligent systems, computer graphics adnoganic solutions to inorganic problems”. Perhaps the most lasting legacy of GoldcorpChallenge is the validation of an ingenious approach to exploration in what remains a conservative and higly secretive industry. Rob McEwen bucked an industry trend bysharing the company’s proprietary data and transformed a lumbering explorationprocess into a modern distributed gold discovery engine that harnessed some of the most talented minds in the field

Case 2: lego c!ickIn January 2010 LEGO announced the CL!CK community, a place where designers, innovators and creative-types can gather to submit ideas modeled using Legos. The community is tightly tied to Facebook, Twitter and Flickr, providing tags (#legoclick and legoclick) so that users can take ownership of their new ideas and post those ideas out to the world. The Cl!ck community highlights individual’s random posts on its site, so as I went back and forth to the site I actually saw updated Tweets and posts about what people were thinking about and doing with Cl!ck.



Structure a social communication campain toimprove you business (using

the channel and the code thatyou choosed)


Thank you!(see you to talk about linkedin)



1. Introduzione alla Cultura Digitale

Technology

Transcript of 1. Introduzione alla Cultura Digitale