digital conversations - margaret manning - the future of the internet - beyond social media
DESCRIPTION
Reading Room's CEO Margaret Manning's presentation on The Future of the Internet - Beyond Social Media, at Reading Room Singapore's Digital Conversations evening, June 2011.TRANSCRIPT
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• First Woman in Science and Technology
• Entrepreneur of the year EMEA
• Awarded by Blackberry for advancing women in technology
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Reading Room…
• 180 staff in 4 countries
• European Gold marketing award winners
• Forrester rated – top digital branding
• Marketing – marketing directors favourite digital agency
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Agenda
The context of social media and the Internet
Where we are now
Looking to the future
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Welcome to the revolution
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The Cluetrain Manifesto
• A powerful global conversation has begun.
• Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter -and getting smarter faster than most companies.
• The original browser
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So why is this channel so different?
• We are used to broadcast, this is narrowcast
• We are used to push, this is pull
• This is not controlled by big businesses – it’s controlled by users
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The current landscape
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United breaks guitars
http://www.screentweet.com/0LrjGFg
• What do you do when an airline breaks your Taylor guitar?
• Ask for compensation
• When that fails – write a best selling song and release it on YouTube
• Cost in lost business to United Airlines estimated to be $180 million
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Million Dollar Memo
• Follow up to best job in the world campaign
• Tourism Queensland – view, like, share
• Think Big QLD
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Queensland floods
• Queensland Police Service
• 165,000 Facebook fans
• 11,000 Twitter followers
• Real time news / storm updates
• Reconnecting people
• Community support – volunteering, food, accommodation, clothing, fundraising
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We are starting to understandyou can start a conversation,
but you can’t control it
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Anahi
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Mr Splashy Pants
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5% - 70%
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Singapore elections
Prime Minister Lee Hsien Loong described the impact of social media on the election results as:
“A distinct shift in our political landscape”
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Singapore elections
• Emergence of social media in a society in transition.
• “Democratization of all voices” – Kelly Choo, Brandtology
• Nicole Seah – iconic name of elections
• Most searched name / word on Yahoo Singapore search engine during the elections.
• Receiving 97,000 “likes” on Facebook
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Singapore Idol
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Social Media in Action
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Wikileaks
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Anonymous Hacktivists
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Egyptian uprising
“We use Facebook to schedule the protests,
Twitter to coordinate,
and YouTube to tell the world.“ Cairo activist
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The future
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• Broadcast to narrowcast – Facebook advertising
Personalisation
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Geo Location
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Mobile
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The cloud
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Gamification
http://www.youtube.com/watch?v=yr-kKEylrJ8&feature=related
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“Everything has changed” Apple
A new generation of devices
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Complexity
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Long live the Internet
The distinction between the two
The web is dead
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CMS becomes GIMS
UX becomes UIX
Measurement becomes Value Analysis
And then
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Thank you
web: readingroomsingapore.com.sg
email: [email protected]
twitter: @ReadingRoomSG
tel: +65 3106 2050
Reading Room Pte. Ltd.
29A-30A Duxton Hill
Singapore 089494
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Living it