Post on 23-Jan-2018
PILLARS OF THE DIGITAL AGEMICHAEL NETZLEY, PHD
Communicateasia@gmail.com
CIPD Report: June, 2017
“Fewer than four in 10 employees feel empowered to meet the demands of the digital workplace, according the Asia Workplace 2020 report by Microsoft.”
“As Asia primes itself to become the most connected market, with more than half of all mobile connections originating from the region by 2021, organisations need to rethink how they empower their workforce with the right culture, policy, infrastructure and tools to maximize their potential,” said Kevin Wo, managing director of Microsoft Singapore.
“This means enabling collaboration from anywhere, on any device. However, it is also critical for business leaders to evaluate and implement changes to counter cultural and management challenges that are hindering employees to work seamlessly from wherever they are – which will in turn hinder an organisation’s growth and progress in the digital age.”
http://www.cipd.asia/people-management-magazine/hr-news-opinion/singapore-digital-equipment?utm_medium=email
Our Objectives This Weekend
To think about the future of PR and communications profession
Specifically, to learn network theory as a tool that explains why social networks operate the way they do
Learn how to write for the web, perform basic SEO approaches, and respond to online comments.
Think about coming trends in online communication, such as augmented reality, and how we can prepare ourselves for the future of digital communications
Present your outcomes and thoughts to the class on Saturday late afternoon (templates will be given, along with time to prep)
Complete two short online quizzes
DARPA Red Balloon Challenge
2009 challenge on wide area collaboration
Defense Advance Research Project Agency
$40,000 prize to be first at finding 10 balloons around the United States
How long did the winning team need to find them?
© 2016, Michel Netzley, Ph.D.
How Did the MIT Team Win?
Shared the reward
$2000 correct coordinates
$1000 for whomever invited them
$500 for inviting the inviter
$250 for inviting them
And so on…
Mass & social media were complementary
Data mining via social media
© 2016, Michel Netzley, Ph.D.
Twitter & Queenstown
© 2016, Michel Netzley, Ph.D.
© 2016, Michel Netzley, Ph.D.
I Would Like You to Meet Gen
28 years old, Gen graduated from
Singapore Management University and
now works in finance.
She lives with her family, enjoys biking and
coffee with friends. Her favorite brands
include Zara, Nike, Tom Ford and Prada.
Each day she uses Facebook, WhatsApp
and Instragram to talk with friends. She
doesn’t read a newspaper or listen to radio.
© 2016, Michel Netzley, Ph.D.
Gen & Friends Think of Digital As…
© 2016, Michel Netzley, Ph.D.
Digital and Social Media
Social media is a type of online media that expedites
conversation as opposed to traditional media, which
delivers content but doesn't allow
readers/viewers/listeners to participate in the creation
or development of the content.
Source © 2016, Michel Netzley, Ph.D.
Sociological View of Media
Social Media refers to not only the technology but the
cultural and behavioral traits of people communicating
and sharing with one another. Through social
networks, people are listening, sharing, creating,
judging, and innovating in ways that are reshaping
relationships (e.g., government to constituents or
friend to friend), power bases, financial models, and
knowledge.
© 2016, Michel Netzley, Ph.D.
Gen is Literate
First Media Age: Greece
Greek alphabet and
writing led to one of the
most productive
cultures in all of history
© 2016, Michel Netzley, Ph.D.
Second Media Age: Print
Chinese moveable type
in 11th century, and
Gutenberg's Press in
the 15th century,
brought books to the
non-elites of society
© 2016, Michel Netzley, Ph.D.
Third Media Age: Broadcast
20th century
broadcasting brought
media into homes, and
at a low cost, thus
increasing demand while
decreasing the supply of
media channels
© 2016, Michel Netzley, Ph.D.
Fourth Media Age: Internet
Everyone becomes their own
media company because of
infrastructure, Internet, digital
technology, and interactive
easy-to-use sites.
© 2016, Michel Netzley, Ph.D.
Why Did This Happen?Networks
© 2016, Michel Netzley, Ph.D.
We Live in Networks
Networks, not Information
The defining characteristic of the modern age is networks
All societies have had information (e.g., Ancient Athens and Rome)
Digital networks are unique to the current age
Networks, for the first time, can be a sustainedstructure for organizing people and work
Developed from the work of Manuel Castells © 2016, Michel Netzley, Ph.D.
Space of Places
Source: http://www.public.iastate.edu/~cfford/Colonytraderoutes.jpg© 2016, Michel Netzley, Ph.D.
Flows: Information & PeopleSource: http://www.simon-law.com/archives/1274
How We Now Organize
Societal elites are now much less
connected to cities [places], and are
instead connected to information
flows. Thus, the network serves as
our organizing principle.
Previously, networks were just an ad
hoc organizational structure until the
rise of digital technologies.
© 2016, Michel Netzley, Ph.D.
Gen Was Born Into This World
Living in Gen’s WorldUnderstanding How Networks Function
© 2016, Michel Netzley, Ph.D.
Research Says
Emotions Spread via Social Networks
Conclusion: People’s happiness depends on the
happiness of others with whom they are connected.
This provides further justification for seeing
happiness, like health, as a collective phenomenon.
- British Medical Journal 337 (2008)
Fowler and Christakis
© 2016, Michel Netzley, Ph.D.
Obesity Spreads via Social Networks
“You may not know him personally, but your friend’s
husband’s coworker can make you fat. And your
sister’s friend’s boyfriend can make you thin.”
- Fowler and Christakis (2009)
Connected
© 2016, Michel Netzley, Ph.D.
Political Science: Why Americans Vote
If you vote, then it increases the likelihood that your
friend’s friend will also vote….Instead of each of us
having only one vote, we effectively have several
and therefore much more likely to influence the
outcome. - Fowler and Christakis (2009)
Connected
© 2016, Michel Netzley, Ph.D.
3 Degrees of Influence
25
25
25
25
25
© 2016, Michel Netzley, Ph.D.
© 2016, Michel Netzley, Ph.D.
Professor Christakis
© 2016, Michel Netzley, Ph.D.
Rule: Connections need
to be strong; but you
need not know the
people.
© 2016, Michel Netzley, Ph.D.
When to Use Strong Ties
Urgent Situation
Dependency for Well Being
Decision Making
Ethos-Based Influence
Access: Doors Opened
Regular Information Flows
Change Target’s Values
Source: Granovetter © 2016, Michel Netzley, Ph.D.
When to Use Weak Ties
Speed of Distribution
Less Dependent on Others
Reach Distant Targets with Whom We are not Connected
Innovative Ideas or Models
Episodic Information Flows
Bridge Diverse Groups
Source: Granovetter © 2016, Michel Netzley, Ph.D.
What It Means For GenHow to Grasp the Opportunity
© 2016, Michel Netzley, Ph.D.
We Could Not Have Imagined Her World
© 2016, Michel Netzley, Ph.D.
Digital Brings Risks and Rewards
© 2016, Michel Netzley, Ph.D.
The Network Effect
Effect that one user of a
product or service has on its
value to other users
Value of good or service
increases when more people
use it
© 2016, Michel Netzley, Ph.D.
© 2016, Michel Netzley, Ph.D.
Network Effect: Benefits
You get the latest updates from your contacts
You socially remain “in the know”
You can manage your public persona
You can ask for help or support from your network (i.e., crowdsourcing)
You maintain contact even while physically separated from one another
© 2016, Michel Netzley, Ph.D.
Proliferation of Media
© 2016, Michel Netzley, Ph.D.
Attention is a Scarce Resource
© 2016, Michel Netzley, Ph.D.
High Cost of Multitasking
Harold Pashler, Uni of Calf: Trying to keep dual tasks in our conscious mind can see cognitive ability drop in an amount equal to the difference between a Harvard MBA and an 8 year old
David Rock, Neuroscience Institute, reports: Constant text and emailing is equivalent to an average 10 point drop in IQ (5 point drop for women in the study; 15 point drop for men)
For men, this is 3x the effect of smoking a joint
© 2016, Michel Netzley, Ph.D.
Networks & Social Isolation – Related?
Rise of internet, mobile
phones and social networks
have pulled people away from
traditional social settings,
which were typically
associated with large and
diverse social networks
Average size and diversity
of core discussion networks
have declined
Source: Social Isolation in America: Changes in Core Discussion Networks over Two Decades © 2016, Michel Netzley, Ph.D.
Networks & Social Isolation – Related?
“…on Twitter, political talk is highly partisan, where
users’ clusters are characterized by homogeneous
views and are linked to information sources….”
Source: “Birds of a Feather Tweet Together: Integrating Network and Content Analyses to Examine Cross-Ideology Exposure on Twitter”
Pew Research Center study
(2014) confirms the same
finding - little overlap in
the news sources different
groups turn to and trust
© 2016, Michel Netzley, Ph.D.
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
Leadership: Expert and “A Person Like Yourself” More Credible than CEO
70%68%
63%
54% 55%53%
46%
37%
70%67%
63%
56%53%
49%
43%
38%
Academic orIndustry Expert
CompanyTechnical Expert
A Person LikeYourself
NGORepresentative
Financial orIndustry Analyst
RegularEmployee
CEO GovernmentOfficial orRegulator
2014 2015
More Trust Less Trust
Informed
Public
© Michael Netzley, Phd. 2016
Context Collapse
© 2016, Michel Netzley, Ph.D.
Tech Lowers
Cost of Making
Weak Ties
Enable the
free flow of
info
Peripheral
Cental
Brid
gin
g
Ex
pa
nd
Yo
ur
Reso
urc
e
Ba
se
So
lve
Pro
ble
ms
Messages from
Peers more
Influential
Em
bed
ded
in
the
Ne
two
rk
DARPA Applied
© 2016, Michel Netzley, Ph.D.
Cognitive Surplus
© 2016, Michel Netzley, Ph.D.
How We Use Time
ACTIVITY TIME SOURCES
Work (USA) 7.5 hours per day (avg) Bureau of Labor Statistics
Work (SG) 8.5 hours per day (avg) AsiaOne(1 in 5 works 11+ hours perday)
Television (USA) 2.7 hours per day (avg)18.9 hours per week
BLS50% of free time
Television (SG) 12 hours per week We Are Social
Internet Use (SG) 25 hours per week We Are Social
Singapore spends 25,000,000 hours each month
watching online video (We are Social)© 2016, Michel Netzley, Ph.D.
State of Consumer Receptivity
Unlocking Gen’s Digital FutureMajor Trends on the Horizon
Virtual RealityOculus Rift
Augmented Reality
Artificial Intelligence
Weber Shandwick on AI
The vast majority of consumers in the U.S., Canada, the U.K., China and Brazil (92%) believes AI is already here, or is coming in the near future.
were, in aggregate, six times more likely to see AI’s impact on society as positive than negative (45% vs. 7%, respectively).
Source: Leslie Gaines-Ross, 2016
© 2016, Michel Netzley, Ph.D.
Weber Shandwick on AI
When it comes to their personal lives, consumers are even more likely – seven times more – to think AI will have a positive, rather than a negative, impact (52% vs. 7%, respectively).
77% want AI’s development to accelerate or stay on its current growth trajectory while a mere 6% want AI to stop altogether.
Source: Leslie Gaines-Ross, 2016
© 2016, Michel Netzley, Ph.D.
Your Briefing for Scenario Planning
You are challenged to take the perspective of the PR industry, agency-side, and think about how to prepare local firms and talent for the future of PR.
This future should specifically consider: Virtual Reality
Augmented Reality
Artificial Intelligence (including chatbots and authorless text/manuscripts)
Internet of Things
Blockchain
Your window is 2020-2022, which is 3- 5 years from now
Focus on what you are uncertain of (not megatrends)
© 2016, Michel Netzley, Ph.D.
© 2016, Michel Netzley, Ph.D.
Special Thanks to….
And a special hat tip to http://www.freedigitalphotos.net/for the free and great photos of today’s lead character, Gen.
Lots of free and great photos here, so do check it out.
© 2016, Michel Netzley, Ph.D.