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


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


M,sive usage


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.


1. 0ey are digital


2. Built over networks


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


Gu3s what?

Social Networks are REAL

placesbullshits!


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!


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.


Applications are the users’ interaction key driver


Statusphere and realtime


What’s happening?

#londonriots


Human relationship O.S.



Social 5 not just Facebook


From M,s Media...


.. to Social Media


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.


New Conversational Paradigm

From To


Media consumption time in 2003


Media consumption time today


Brands face big chang3


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


Facebook population

Fan base500K fans

Friends of fans60M friends

US data

My friend likes this brand

Ads with friends

Leveraging the network effect



Social Media 5 Perv,ive


Social Media Revolution

http://www.youtube.com/watch?v=3SuNx0UrnEo




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.


Is it really free?


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..


“No KGB or CIA ever had 1200 pages about an average citizen” - Max Scherms

.. thanks to your data!

http://www.youtube.com/watch?v=kJvAUqs3Ofg




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.


..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


Everything looks :ne but..

Where are we going?


Information overload


Users are too much con:dent


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


Who got rickrolled?


Social Media opportuniti3


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


Is a person’s gut feeling about a product, service, or company.


A brand 5 not a logo


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


Build a following and new deal flow will come your way


Find (1000?) true fans


Start a blog


Find true fans


In the curation era, become known as an expert or resource

Share inter3t


Share inter3t


Find what :ts you better..

Is not only about..

..web is plenty of great tools


It’s not about acting a role. It’s about you


1. Networking2. Startup Mentorship3. Enabling Innovation

4. Tech Events

6. Openness5. Spreading Digital Culture

7. Group discussion

Join Networks


Take it offline


Qu3tions?


Giuliano Iacobelligiuliano.iacobelli

[email protected]

Connect with me:

http://giulianoiacobelli.com

0ank you.

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Social is the new normal: Thoughts, tips and insights in a strongly connected world