social is the new normal: thoughts, tips and insights in a strongly connected world
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Giuliano IacobelliCorso di Sistemi Intelligenti per Internet
2011/2012
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Giuliano who?
Giuliano Iacobelli Corso di Sistemi Intelligenti per InternetGiuliano Iacobelli Corso di Sistemi Intelligenti per Internet
It’s all about Social
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Let’s paint the picture..
•2 Billions internet users• Facebook states 4 degrees of separation•800 Millions users•47% of internet users use at least one Social Network•250 Millions of tweet a day•More than 1 Trillion of web pages on the internet
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
M,sive usage
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Let’s make a step back
Social media: media for social interaction, using highly accessible and scalable publishing techniques [and]
web-based technologies to transform and broadcast media monologues into social
media dialogues.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
1. 0ey are digital
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
2. Built over networks
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Why Social Media?
“Social media is bringing humanity to all digital life.We are no longer users, consumers, shoppers.
We are people again.”
Read Write Web, 2009
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Gu3s what?
Social Networks are REAL
placesbullshits!
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
As in real plac3 you can
• Engage new people• Share resources• Discuss with your friends and others• Play with your friends and others• Handle your relations• Interact with your friends
..but it’s just digital!
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social Network Architecture
Three Elements of Social Design
Social Design defines how we understand ourselves and each other and can be broken down into three core elements: Identity, Conversation and Community.
• Community refers to the people we know and trust and who help us make decisions.
• Conversation refers to the various interactions we have with our communities.
• Identity refers to our own sense of self and how we are seen by our communities.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Applications are the users’ interaction key driver
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Statusphere and realtime
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
What’s happening?
#londonriots
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Human relationship O.S.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social 5 not just Facebook
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
From M,s Media...
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
.. to Social Media
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social media are here to stay
Social media is a logical extension of what we’ve been doing for centuries.The technology and medium has changed, but the same driving need to connect, learn, express, share and interact has not.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
New Conversational Paradigm
From To
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Media consumption time in 2003
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Media consumption time today
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Brands face big chang3
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Stag3 of Social Media Grief
1. It’s a kid’s thing / It’s just a fad2. I have better things to do with my time3. With Facebook we are covered / Let’s just
do a blog4. Social media is takin over the world5. Social Media has changed my life
Scott Monty - Social media strategist @Ford
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Facebook population
Fan base500K fans
Friends of fans60M friends
US data
My friend likes this brand
Ads with friends
Leveraging the network effect
Giuliano Iacobelli Corso di Sistemi Intelligenti per InternetGiuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social Media 5 Perv,ive
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social Media Revolution
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
All th5 am8ing things.. are free?
Any given is free. In what sense? Free in the meaning of ”I Dont need to take my credit card”. Have you ever read the service terms and agreement?
You got your login, but since they are the provider, whatever information you put in their servers, they can actually use it for other means.
Were are actually paying with our privacy, you can lock your page and profile but all this data is always going to be on somebody else's machine.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Is it really free?
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
So dont be surpr5ed if..
• you see Ads about local wedding planners after you change your relationship status to “Engaged”
• you see an Ad about betting company after your post about losing a bet
• you become fan of Jay-Z and your friends receive ads telling them that you like the hip hop rapper
• and so on..
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
“No KGB or CIA ever had 1200 pages about an average citizen” - Max Scherms
.. thanks to your data!
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
From Generic Information Retrieval..
The web has become a terrific repository of that and human knowledge.
Generic information retrieval (GIR) system have been developed but the increasing amount of information would require the users to have IR skills in obtaining the required information such as query formulation as well as some knowledge in the context of their information need.
Thus, the performance of the GIR systems in meeting the users’ information need would vary depending on the users and their expertise. So it’s not always and easy task for the average user to find what he’s looking for.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
..to Personal9ed Information Retrieval
Such circumstances, togheter with the availability of much more data and user profiling algorithm motivate researches to look for an alternative: personalized information retrieval (PIR) system
Unlike GIR systems, PIR systems would try and provide the information that the users need without asking for it implicitly. This is done through the PIR system’s knowledge about the users as well as the ability to determine the context of the users’ information need.
Thus, the performance of PIR systems is less dependent on the expertise of the users
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Everything looks :ne but..
Where are we going?
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Information overload
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Users are too much con:dent
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
An internet joke. Rick Rolling is an internet spam trick in which people post a link to a Rick Astley video on Youtube, but say the viewers of the video are being led to another video, usually proof of unconfirmed gaming news or trailers.
Trusting data: Rick Astley
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Who got rickrolled?
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Social Media opportuniti3
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
A world ;ll of Me Inc.’s
“We are CEOs of our own companies: Me Inc. To be
in business today, our most important job is to
be head marketer for the brand called you”
Tom Peters
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Is a person’s gut feeling about a product, service, or company.
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
A brand 5 not a logo
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Your Personal Brand is the perception that people have of you, as compared to
other people in similar positions.
Brands are built on what people are saying about you – not what you are saying about yourself.
Guy Kawasaki
Personal branding
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Build a following and new deal flow will come your way
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Find (1000?) true fans
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Start a blog
Giuliano Iacobelli Corso di Sistemi Intelligenti per InternetGiuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Find true fans
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
In the curation era, become known as an expert or resource
Share inter3t
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Share inter3t
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Find what :ts you better..
Is not only about..
..web is plenty of great tools
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
It’s not about acting a role. It’s about you
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
1. Networking2. Startup Mentorship3. Enabling Innovation
4. Tech Events
6. Openness5. Spreading Digital Culture
7. Group discussion
Join Networks
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Take it offline
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Qu3tions?
Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet
Giuliano Iacobelligiuliano.iacobelli
Connect with me:
http://giulianoiacobelli.com
0ank you.