Be kind, please rewind
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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