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This presentation was given to iCrossing clients on Friday 5th of March by Antony Mayfield about his upcoming book, Me & My Web Shadow. For more information about the book please visit: http://meandmywebshadow.com
Citation preview
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Web Shadow: 1. What someone finds
when they look for you on the web. 2.
The combination of an individual’s
online owned presence (social network
profiles, blogs, personal websites) and
their earned presence: what others say
about them for instance on company
websites, blogs, Twitter and wikis.
(Etymology: derives from Jeff Jarvis’s
term “Google shadow”, describing the
search results for an individual.)
Tag: #webshadows
meandmywebshadow.com
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You & Your Web ShadowRoyal Festival Hall : : March 5th, 2010
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Sep 2009
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why write it?
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“we shape our tools and then our tools shape us”
6http://goo.gl/oR8L
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What you know or don't
know about how
networks work can
influence how much
freedom, wealth and
participation you and
your children will have
in the rest of this
century.@hrheingold
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new literacies
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attention
critical consumption
networks
participation
presence9
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attention
critical consumption
networks
participation
presence10
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attention
critical consumption
networks
participation
presence11
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attention
critical consumption
networks
participation
presence12
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attention
critical consumption
networks
participation
presence13
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a bit complex
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WMT
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your web shadow16
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ever let something slip?
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IDF
http://goo.gl/WLcC
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drunken pirate
http://goo.gl/NhWy
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cisco fatty
"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”
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cisco fatty
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social web literacy =
reputation kryptonite?
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social web
literacy = social
superpowers
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batman/superman
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an expanding sphere
25Image: Bestario http://goo.gl/SWZq
26Image (cc) dominik99
disrupt / absorb
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it’s reached our relationships
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emerging norms
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how we think
29Image: (cc) gingiber http://goo.gl/2MM8
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Image: Bestario.org
how we organise ourselves
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hard-nosed business version
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http://goo.gl/J2eqhttp://goo.gl/J2eq
“...this is just the beginning of an exciting new era of global interconnectedness that will spread ideas and innovations around the world faster than ever before.”
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managing your web shadow
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why?
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sanity searches
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be best/first source of
information about yourself
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be where people look
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be useful
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map your networks
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making the most of things
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brand shadows
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4242Image: http://fr.linkfluence.net/
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they live in networks
43Image: http://fr.linkfluence.net/
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they are nodes in networks
44Image: http://fr.linkfluence.net/
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brands are web shadows
45Image: http://fr.linkfluence.net/
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S.T.O.P.
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Strategic Tactical
Organisational Personal
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StrategicHow will the social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be?
Tactical
Organisational Personal
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Strategic TacticalHow will the tactics of our brand
marketing change? What will happen to the structure of campaigns, the mix of
media, our relationships with media and agency partners?
Organisational Personal
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Strategic Tactical
OrganisationalOur organisation, including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will the divisions and structures we have now need to change? How will communications, governance and collaboration alter? Personal
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Strategic Tactical
Organisational
PersonalWhat will this mean for us all at a personal level? What skills and ways of working will need to be considered? Will the nature of our people’s work, of work itself, be altered?
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serendipity engines
52http://goo.gl/JrKP
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epilogue
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a confidence trick
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1.Sanity (not vanity) searches2.Be best/first source of information3.Draw a line between private & public4.Tell your friends and family5.Be present/useful in your networks
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More info: meandmywebshadow.com
Buy: bit.ly/wsbook
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Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blog: connect.icrossing.co.uk Twitter: @amayfield / @icrossing_uk
Thank you
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