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NATO 24/7 Defining a Digital Media Strategy, March 2011
Converging Technologies: Converging Technologies: The Perfect StormThe Perfect Storm
Joanne JacobsSocial Media Consultant
NATO 24/7: Defining a Digital Media Strategy
1 March 2011, Belgium
Image source: http://www.flickr.com/photos/ooocha/2705333658 /
NATO 24/7 Defining a Digital Media Strategy, March 2011
Scope of the presentation Convergence: variations and scope State of the Network: technologies, infrastructure and
content trends Capitalization on emergent technologies Strategy development Questions
NATO 24/7 Defining a Digital Media Strategy, March 2011
WHAT’S CONVERGING?
NATO 24/7 Defining a Digital Media Strategy, March 2011
Convergence
• Wired vs wireless• Private vs public• Entertainment vs information• Government controlled vs
control resistant• Individual vs collaborative
media consumption• Unique media product vs
multiple media product consumption
Image source: http://www.flickr.com/photos/pagedooley/3032068934/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Wired v Wireless
Image source: http://www.flickr.com/photos/thristian/141645528/ Image source: http://www.flickr.com/photos/garryknight/4844271836/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Private v Public
TRADITIONALLY PUBLIC OR PRIVATE MONOPOLY
TRADITIONAL MIX OF PUBLIC AND PRIVATE
TRADITIONALLY PRIVATE
PRIVATISED & REGULATED
INCREASING PAY PER VIEW CONTENT
INCREASINGLY CONCENTRATED
NATO 24/7 Defining a Digital Media Strategy, March 2011
Entertainment v Information
Image source: http://www.flickr.com/photos/el3enawe/328141697/ Image source: http://www.flickr.com/photos/kevin-prichard/2562090457/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Govt Control v Control Resistance
Image source: Wikimedia Commons
NATO 24/7 Defining a Digital Media Strategy, March 2011
Individual v Collaboration
Image source: http://www.flickr.com/photos/meddygarnet/4182588486/ Image source: http://www.flickr.com/photos/makelessnoise/2827958609/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Focused view v Multitasking
Image source: http://www.flickr.com/photos/johannesfreund/2320330661/ Image source: http://www.flickr.com/photos/rhodes/2591964489/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Convergence: Implications
• Increasing oligopolisation of communications and content industries
• Decreasing means of state or diplomatic control
• Increasing appetite for variety and portability of content consumption
• Rise of social media for business and personal communication
Image source: http://www.flickr.com/photos/stvheld/4463862500/
NATO 24/7 Defining a Digital Media Strategy, March 2011
STATE OF THE NETWORK
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Users
• 1.2 billion internet users in the world at 30 June 2010 – 28.7% of world population (Internet World Stats)
• 22% of all time spent online is in social networks (Nielsen)
• Fastest growing user group of social media are seniors (Pew Internet)
• Facebook most visited site online in 2010 (Experian Hitwise) Image source: http://www.flickr.com/photos/liebedich/3679711527/
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Blogosphere
SOURCE: Technorati State of the Blogosphere Report, November 2010 http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Twittersphere
SOURCE: Twitter stats for 2010, Sysomos: http://www.sysomos.com/insidetwitter/twitter-stats-2010/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Facebook by country
SOURCE: Top countries on Facebook, August 2010:http://royal.pingdom.com/2010/08/12/the-top-countries-on-facebook-chart/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Facebook as a country
SOURCE: Brian Solis, Facebook Connects 500 Million people, July 2010
http://www.briansolis.com/2010/07/facebook-connects-500-million-people-defining-a-new-era-of-digital-society/
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Users (Mobile)
• Mobile social networking has grown at least 10% globally in past year (TNS Worldwide, Comscore)
• 80% of western world and 20% of developing world will have smartphones by 2014 (Gartner)
• Social media to become more popular use of mobile than voice and SMS by 2015 (mobileSQUARED)
• Mobile app store revenues will hit US$15billion in 2011 (Gartner via Techcrunch)
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Infrastructure• 10 times mobile network
bandwidth increase for 2011 (IDC)
• SONET/Synchronous Digital Hierarchy technology with virtual concatenation (VCAT) and link capacity adjustment (LCAS) as standard communications protocol for wired networks (replacing PDH)
• Satellite technology increasingly being used when wired and mobile networks disrupted (Eg: Iran, Egypt)
Image source: http://www.flickr.com/photos/mrpbps/5225685355/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Smartphone adoption
SOURCE: ComScore Mobile Year in Review 2010
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review
NATO 24/7 Defining a Digital Media Strategy, March 2011
Egypt internet access
SOURCE: Arbor Networks tracking of Egypt internet traffic, January 27, 2011: http://farm6.static.flickr.com/5291/5395027368_7d97b74c0b_b.jpg
NATO 24/7 Defining a Digital Media Strategy, March 2011
Satellite infrastructure
• Satellite internet can bypass government controls on internet access
• Variation 1: portable satellite internet (modem based) – EG: INMARSAT’s BGAN
– High cost investment and connection charges (av 256K download)
• Variation 2: satellite phone internet access– EG: Iridium
– Slow connection (av. 9K download, @ $5/Mb)
• Currently >2000 satellites orbiting planet of which at least 500 operational.
Image source: http://www.flickr.com/photos/watchsmart/2058892578/
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Security
• CONCERN: Approaching ubiquitous wireless access
• CONCERN: Low uptake of security software on mobile and networked entertainment devices
• IMPROVED: Storage and backups
• IMPROVED: Tracking and data accuracy
Image source: http://www.flickr.com/photos/mrpbps/5226283926/
NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Content
• Content being created for multiple access channels
• Social media being used for immediacy or as an archive
• Increasing opportunity to share content creation and indexing with public/consumers
• Traditional content sources resistant to shared publishing
Image source: http://www.flickr.com/photos/springfieldhomer/4643181526/
NATO 24/7 Defining a Digital Media Strategy, March 2011
EMERGENT TECHNOLOGIES
NATO 24/7 Defining a Digital Media Strategy, March 2011
Emergent Technologies
• Mobile phone based augmented reality
• Geolocation and location based services
• 3D, immersive environments and ‘gamification’
• Real time services (translation, content access and sharing, reputation assessment)
• Anonymizing architecture and private networks
Image source: http://www.flickr.com/photos/neilspicys/2349764000/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Researching Emergent Tech
• Online media: Slashdot, Mashable, Read Write Web, Boing Boing, Gizmodo, Engadget
• Social Bookmarks: Digg (Technology), Reddit, Delicious, Stumbleupon keyword searches
• Social media monitoring (see over)
Image source: http://www.flickr.com/photos/danrandom/97980185/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Social media monitoring
• Free keyword monitoring tools:– Socialoomph– Blogpulse– Tinker– Surchur– Keotag– Boardtracker– Socialmention– Research.ly– … many more
Image source:
http://commons.wikimedia.org/wiki/File:Social_Media_optimization.jpg
NATO 24/7 Defining a Digital Media Strategy, March 2011
User/list monitoring
• Users often as, or more reliable than press and published sources
• Blog search• Twitter list search• Twitter user search• RSS feeds from identified
useful sources• REVIEW VALUE OFTEN
Image source:http://commons.wikimedia.org/wiki/File:Vacker-i-storm.jpg
NATO 24/7 Defining a Digital Media Strategy, March 2011
Evaluating Technologies
• Need to consider:– Opportunities, not practice– Listening, not speaking– Green light, not red light
regulation– Integration with current
practice in content consumption/application adoption
– Bandwidth consumption and redundant systems
– Price AND cost of use
Image source: http://commons.wikimedia.org/wiki/File:Pulse_evaluation.JPG
NATO 24/7 Defining a Digital Media Strategy, March 2011
Capitalizing on Emergent Tech
• Rise of social technologies has provided useful market research platform
• Users willing to offer time to test/work with data
• Mobile access highest adoption growth potential throughout the world
• Anonymizing technologies should be considered in addition to data encryption for security.
Image source: http://www.flickr.com/photos/hulagway/4010502408/
NATO 24/7 Defining a Digital Media Strategy, March 2011
COMMUNICATING DIPLOMACY
NATO 24/7 Defining a Digital Media Strategy, March 2011
Public Service Communication Needs
• Ensuring access• Intuitive information
indexing• Regular updates • Listening for questions• Responding to
questions in a timely fashion
• Intelligence gathering and interpretation Image source:
http://commons.wikimedia.org/wiki/File:Public_service.jpg
NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis Management
• Mobile and social technologies uniquely suited to crisis management
• Social media networks can handle high number of server requests
• Mobile technologies allow fast evidential sharing
• Mirroring prevents wholescale shutdown
Image source: http://commons.wikimedia.org/wiki/File:NATO_humanitarian_meals.jpg
NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis case studies (1)
• CASE 1: Libya– Full shut down of
internet– Google
Speak2Tweet– Dial-up modem
access – Satellite connectivity– Direct phone
conversations from hospitals to mainstream media
NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis case studies (2)
• CASE 2: Cyclone Yasi, Brisbane Floods– Widespread power
interruptions – Mobile phones most common
means of information access/ dissemination
– Qld govt site unable to handle requests to site – reverts to twitter
– Qld Police takes over and uses Twitter integrated with Facebook for updates
NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis case studies (3)
• CASE 3: Wikileaks– Shut down of domain
resulted in reinstatement of site in under 12 hours
– Mirroring of (encrypted) content to over 1000 different sites
– Networks of volunteer supporters/donors
– Mainstream media supported crisis management
NATO 24/7 Defining a Digital Media Strategy, March 2011
Network, Communications Fragility
• Digital divide still exists but is closing
• Communications technology gateways still vulnerable
• Unified, scalable and accessible protocols for communications providing more robust network
• NATO have the opportunity to invest in robust infrastructure in more fragile areas to ensure ongoing success of missions
Image source: http://www.flickr.com/photos/revdave/347411015/
NATO 24/7 Defining a Digital Media Strategy, March 2011
Defining a Digital Strategy• Iterative approach more useful than 6-
12 month diffusion strategy
• Listening post strategy more useful than broadcast strategy
• Access strategy more useful than content restriction strategy
• Existing infrastructure more useful than building in-house networks/content streams
• Minimum time workload requirement with emergent technologies more useful than maximum time or recommended total time
Image source: http://www.flickr.com/photos/29968788@N00/4735595075 /
Questions?
Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: http://joannejacobs.net/Twitter: joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298