HUMANITY VS. ALGORITHMS A WORLD OF MISGUIDED INCENTIVES

@jesperastrom

DO YOU KNOW WHY GOOGLE SHOWS YOU

WHAT THEY SHOW YOU IN THEIR SEARCH ENGINE?

PLEASED

ACTUALLY NOT ONLY GOOGLE. BUT MOST GREAT PLATFORMS ARE DOING THEIR BEST TO PLEASE YOU AND LET THEIR ALGORITHMS DO THE JOB OF UNDERSTANDING WHAT YOU LIKE.

“GREAT SERVICE” “CONSUMER ORIENTED”

“INNOVATIVE”

SO, WHAT DOES THIS LOVE BOMBING REALLY MEAN?

1 DECREASE FRICTION

POPULARITY RISES2

COMPETITION IS KILLED3

BUT…

SOMETHING ISN’T

RIGHT…

IF WE ONLY SEE THINGS THAT WE LIKE, HOW WILL WE EVER LEARN TO SEE SOMETHING FROM A DIFFERENT

PERSPECTIVE?

AND IF SO..

ARE THE ALGORITHMS

FIGHT TO PLEASE, BECOMING A PROBLEM FOR HUMANITY?

CAN THE “NON FRICTION WEB”, FRAGMENTED WEB ALSO BE THE

EXPLANATION FOR “IDIOTS” LIKE…

WHO CAN BLAME THEM, IF THEIR

BELIEFS ARE RECONFIRMED EVERYWHERE.

SO. I WANTED TO TEST IF THIS

WAS TRUE.

THE TEA PARTY TEST.

TEA PARTY TEST

• I selected 100 of my friends who are in the Tea party movement in the USA

• I have asked them to:

• Search for “Global warming”!

• Make a screen print of the first page and send it back

TEST IS BIAS AS HELL!!

BUT. IF IT IS SO.

THEN IS IT SO ODD THAT WE CANNOT GET

ALONG?

THIS IS NOT THAT ODD…

SO. WHAT SHALL WE DO?

F* IT! LET’S THINK BUSINESS!!

SELLING BEYOND THE ALREADY BLESSED

1. Self optimising ad systems work the same way as Google, Facebook & Twitter!

2. The fragmented web means we need to find ways to get our messages carried between nodes and clusters of users!

3. Mass marketing will be increasingly difficult as it will only show up to the clusters of people who's preferences it meets —> customers who already want your stuff

GETTING NON-ALGORITHMIC

1. You need to start thinking of spaces where your information is not being curated by like-loving-algorithms!

2. Such as the AFK environment!

3. Such as print marketing!

4. Such as outdoor & events

YOU NEED TO HAVE AN OPINION

1. Google, Facebook & Twitter will show users stuff based on who they are, what they believe - what they like!

2. IF you can target people based on beliefs, you can target the messaging of your content to fit the visitor it will appeal to!

3. This, naturally means that you have to have an opinion and a firm belief —> in order to meet them

OR!! maybe…

IF YOU GOT

BRAINS!!

THE FRAGMENTED WEB ALLOWS YOU TO HAVE SEVERAL

CONTRADICTING OPINIONS!!!

THANK YOU! A WORLD OF MISGUIDED INCENTIVES

@jesperastrom