PILLARS OF THE DIGITAL AGE MICHAEL NETZLEY, PHD

Communicateasia@gmail.com    

DARPA Red Balloon Challenge

ì  2009  challenge  on  wide  area  collabora9on  

ì  Defense  Advance  Research  Project  Agency  

ì  $40,000  prize  to  be  first  at  finding  10  balloons  around  the  United  States  

ì  How  long  did  the  winning  team  need  to  find  them?  

FEWER THAN NINE HOURS

How Did the MIT Team Win? ì  Shared  the  reward  

ì  $2000  correct  coordinates  ì  $1000  for  whomever  invited  

them  ì  $500  for  invi9ng  the  inviter  ì  $250  for  invi9ng  them  ì  And  so  on…  

ì  Mass  &  social  media  were  complementary  

ì  Data  mining  via  social  media  

Twitter  &    Queenstown  

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.

Let’s Connect with Gen

ì  Using Instagram or any other photo sharing app, who can

ì  send to my Twitter account @CommunicateAsia

ì  a photo of this event

ì  You have 1 minute

Gen Uses Digital, But Can Still Learn

How Has Media

Evolved?

What Does New Media

Mean to Me?

What Are the Coming Trends?

Meet Gen’s Prof….Michael Netzley ì  Academic Director, SMU Executive Development

ì  Daddy with 3 daughters & 1 son

ì  Champion’s Award, Innovative Course Design and Delivery

ì  Research Fellow, Society for New Communication Research

ì  Visiting faculty positions in Argentina, Berlin, Finland, Slovenia, and Japan

ì  Worked with IBM, IHG, 3M, Singapore Airline, BNP Paribas, Unilever, UOB, Sumitomo Chemical and Shell

 Gen & Friends Think of Digital As…

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  

Sociological View of Social 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.

Gen is Literate

First Media Age: Greece

Greek alphabet and writing led to one of the most productive cultures in all of history

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

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

Fourth Media Age: Internet

Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-to-use sites.

Web 1.0

Static Text Not Interactive

Proprietary Software

Shouting: One-to-Many

“The one-to-many approach is out…It was replaced by CRM, the one-to-one model. This gave the ability to customize a message. This model was, in turn, replaced by the one-from-one, or search model ”

But  all  good  things  must  change…  

Web 2.0

 Impact: McKinsey & Co 2006

hOp://adage.com/abstract.php?ar9cle_id=110899    

•  Traditional TV ads becoming less cost effective •  McKinsey says that by 2010 traditional TV

advertising will be 1/3 as effective as 1990 •  50% decline of viewers; 40% hike in fees •  McKinsey also predicts:

– 23% drop in ads viewed due to switching off –  9% loss of attention due to multitasking – 37% decline in message impact due to

saturation

Impact: McKinsey & Co 2010

ì  Use of Web 2.0 technologies significantly improved companies’ performance

ì  Networked enterprises leaders vs. companies using the Web in more limited ways

hOp://www.mckinseyquarterly.com/Organiza9on/Strategic_Organiza9on/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716  

 

Impact: McKinsey & Co 2010

ì  Use of Web 2.0 technologies continues to grow ì  Social networking 40 % ì  Blogs 38 %

ì  Companies see increasing future investments in new technologies

ì  Both internally and externally networked organizations achieve benefits

ì  Why Did This Happen? Networks

We Live in Networks

Networks, not Information

ì  The  defining  characteris9c  of  the  modern  age  is  networks  ì  All  socie9es  have  had  informa9on  (e.g.,  Ancient  

Athens  and  Rome)  ì  Digital  networks  are  unique  to  the  current  age  ì  Networks,  for  the  first  9me,  can  be  a  sustained  

structure  for  organizing  people  and  work  

Developed  from  the  work  of  Manuel  Castells  

Space of Places

Source:  hOp://www.public.iastate.edu/~cfford/Colonytraderoutes.jpg    

Flows: Information & People Source:  hOp://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.

Gen Was Born Into This World

Share Your Opinion with Gen

ì  What is the single biggest benefit that social media brings to your life? ì  Latest news and gossip? ì  Always connected to

your friends and family? ì  Entertainment? ì  New opportunities to

learn and grow? ì  Saving money?

ì  Living in Gen’s World Understanding How Networks Function

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

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

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

3 Degrees of Influence

25

25

25

25

25

155

Professor  Christakis  

Rule: Connections need to be strong; but you need not know the people.

When to Use Strong Ties

ì  Urgent Situation

ì  Dependency for Well Being

ì  Decision Making

ì  Ethos-Based Influence

ì  Access: Doors Opened

ì  Regular Information Flows

ì  Change Target’s Values

Source:  GranoveOer  

When to Use Weak Ties

ì  Speed of Distribution

ì  Less Dependent on Others

ì  Reach Distant Targets with Whom We are not Connected

ì  Innovative Ideas or Models

ì  Episodic Information Flows

ì  Bridge Diverse Groups

Source:  GranoveOer  

ì  What It Means For Gen How to Grasp the Opportunity

We Could Not Have Imagined Her World

Share Your Opinion with Gen

ì  What is the single biggest concern that social media brings to your life? ì  Loss of privacy? ì  Feel you must always “be

on?” ì  Being flamed online (i.e.,

publicly) ì  Identity or account theft? ì  Something else?

Digital Brings Risks and Rewards

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

Media Diffusion Today

Network Effect: Benefits

ì  You  get  the  latest  updates  from  your  contacts  

ì  You  socially  remain  “in  the  know”  

ì  You  can  manage  your  public  persona  

ì  You  can  ask  for  help  or  support  from  your  network  (i.e.,  crowdsourcing)  

ì  You  maintain  contact  even  while  physically  separated  from  one  another  

Proliferation of Media

Attention is a Scarce Resource

Networks & Social Isolation – Related?

ì  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

ì  Average size and diversity of core discussion networks have declined

Source:  Social  Isola9on  in  America:  Changes  in  Core  Discussion  Networks  over  Two  Decades    

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:  Integra8ng  Network  and  Content  Analyses  to  Examine  Cross-­‐Ideology  Exposure  on  TwiDer”          

Pew Research Center study (2014) confirms the same finding - little overlap in the news sources different groups turn to and trust

Tech Lowers Cost of Making Weak Ties

Enable the free flow of

info

Peripheral

Cental

Bridging

Expand Your R

esource B

ase

Solv

e

Prob

lem

s

Messages from Peers more Influential

Embedded in

the Netw

ork

DARPA Applied

Clay Shirkey’s Cognitive Surplus

ì  The Internet gives us three reasons to no longer be “couch potatoes”

ì  Means

ì  Motive

ì  Opportunity

Means: How We Act

ì  Means of production increases ì  Buying a TV versus buying a

laptop

ì  Everything is an original; no inferior copies

ì  Fluid networks: content flows smoothly between networks

ì  Low cost

Motive: Why We Act

ì  Intrinsic motivation can be powerful ì  Autonomy ì  Mastery ì  Purpose ì  Daniel Pink, Drive

ì  Extrinsic can “crowd out” intrinsic motivation

Opportunity: Where & with Whom ì  Privileged media class with

right to speak disappearing

ì  We can all participate & share directly

ì  “Social Production” or “Commons-Based Peer Production”

ì  Open source software, Wikipedia, or classsic Z-Boys example

How We Use Time ACTIVITY   TIME   SOURCES  

Work  (USA)   7.5  hours  per  day  (avg)   Bureau  of  Labor  Sta9s9cs  

Work  (SG)   8.5  hours  per  day  (avg)   AsiaOne  (1  in  5  works  11+  hours  per  day)  

Television  (USA)   2.7  hours  per  day  (avg)  18.9  hours  per  week  

BLS  50%  of  free  9me  

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)

Cognitive Surplus

State of Trust in Media

State of Consumer Receptivity

Considering the increased activism of citizens since the 2011 GE, public sector organizations need to actively engage all types of media in order to effectively convey their message. Not doing so is the equivalent of knowingly allowing a one-sided conversation where others set the agenda.

ì  Unlocking Gen’s Digital Future Major  Trends  on  the  Horizon  

Mobility

Indian Farmers Benefit By Going Mobile Mobile-based farm advisory providers help farmers avoid heavy

losses by providing timely information during deficit monsoons

Farmers  in  distress  over  weak  monsoons  and  resulting  damage  to  crops  

Get  in  touch  with  Nokia’s  Life  Tools  seeking  advice  on  what  to  cultivate  

Life  Tools  provides  tips  on  water  and  soil  moisture  conservation,  drought-­‐resistant  seed  variants  

Top Smart Phone Markets & Share

COUNTRY   2011  MARKET  SHARE  

2012  MARKET  SHARE  

2016  MARKET  SHARE  

PRC   18.3%   26.5%   23%  

USA   21.3%   17.8%   14.5%  

INDIA   2.2%   2.5%   8.5%  

BRAZIL   1.8%   2.3%   4.4%  

UK   5.3%   4.5%   3.6%  

REST  OF  WORLD  

51.1%   46.4%   46%  

Global Growth: Mobile Data by 2017

“Asia has an insatiable appetite for mobile”

“By 2015,one in two people in the world using the Internet will be in Asia and in the region a persons first experience online will likely be on mobile.”

Aliza Knox, Managing Director of Commerce, Google APAC

Mobile  Changes…  

…the conditions under which people experience your product or service. It also changes what information people want to receive from you.

So What Changes?

ì  Increase in geography-based search terms as people move about and conduct searches (state source?)

ì  Most SEO today does not factor in geographic terms, so SEO must be updates

ì  People rapidly enter search terms by small screen while moving, so mistakes increase, and the search engine must still recognize and find the relevant results (and quickly)

ì  Many search engines driven by ad revenues, so how do you display ads successfully on such a small screen?

Context Collapse

Big Data

Analyzing large data sets—so-called big data—will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus

- McKinsey, Big Data: The Next Frontier for Innovation, Competition, and Productivity.

Big Data: Pharma

E-Commerce

e-commerce spending topped more than $1 trillion in business-to-consumer spending. That number represents 21% year-over-year growth, which is expected to continue this year as online spending tops $1.3 trillion.

- Wal-Mart’s e- Commerce Potential, Inc.magazine, 2013

eMart: South Korea

Reality: The Worst Game Ever

ì  Unclear purpose

ì  Little motivation to keep plugging away

ì  Uncertain individual goals

ì  Feedback, infrequent, ambiguous, or missing

ì  Lack of control

Nike+ Makes Reality Better

Real-time Feedback

Turkcell Example

Why Do We Play?

Daniel  Pink  ì  Autonomy

ì  Mastery

ì  Purpose

ì  From the book Drive

Jane  McGonigal  ì  Satisfying form of work

ì  Success is within reach

ì  Social Connection

ì  Sense of purpose

Today, Visual Comms is Easy

Special  Thanks  to….  

And  a  special  hat  9p  to  hOp://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.