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Mathias Klang
SOCIALA NÄTVERK &SOCIAL MEDIA
MINNETS MEDIA(THE DEATH OF MEMORY)
LIVET ÄR ORGANISERAD KRING TEKNIK
SKRIFT: EN INFORMATIONSSYSTEM
DÄR LAGRING SKER UTANFÖR MÄNNISKAN.
OBEROENDE AV TID OCH RUM.
SKRIVANDETS HISTORIA: EN KAMP ATT SÄNKA PRODUKTIONSKOSTNADER
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Second Life
Skype
My Space
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Skype
My Space Digg
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Ning
YouTube
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Spotify
Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works. Anything that’s invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can
probably get a career in it. Anything invented after you’re thirty-five is against
the natural order of things.
SAMHÄLLE I FÖRÄNDRING?
THE DISRUPTION OCCURS WHEN THE
TECHNOLOGY, WHICH IS INTRODUCED EFFECTS
THE SOCIAL ARRANGEMENTS
AROUND WHICH WE BUILD OUR LIVES
Impuls: Kontroll
Command & Control is an inefficient system
To b
e us
ed
To b
e us
ed
with
car
e!
with
car
e!
VARFÖR ÄR DET VIKTIGT?Vad förändras?
ALLTeller?
WIKIPEDIA, STREET VIEW & YOU TUBE…
SÖKANDE EFTER TEORIER…
PIERRE BOURDIEU
"social capital is the sum of the resources, actual or virtual, that accrue to an individual or a group by virtue of possessing a durable network of more or less institutionalized relationships of mutual acquaintance and recognition."
FAMILJER, KLAN, STAM…
MODERNA KLANER & GRUPPERINGAR
MAUSS THE GIFT (1924) Delande av gåvor skapar plikter och bygger och förstärker relationer
2/3 AV DEN GLOBALA INTERNETPOPULATIONEN BESÖKER SOCIALA NÄTVERKSSAJTER
Nielsen, Global Faces & Networked Places, 2009
NÄTVERK – FINNS DOM?Milgram – Small worldSix degrees of separation
SIX DEGREES OF KEVIN BACON
”Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -- if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about…” Doctorow
ASOCIAL MEDIA, ASOCIAL NÄTVERK
MEDIA BLIR NÄTVERK ELLER TVÄRTOM
33
MEDIA
Social media…At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. (Wikipedia, maj 2009)
FRÅN KONSUMENTER TILL PRODUCENTER
Verk, Kommentarer, Tagging, Rekommendationer…
CULT OF THE AMATEUR
“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
Rupert Murdoch
The digital revolution has opened many new and inexpensive methods of distribution, but it has not made content free. Accordingly, we intend to charge for all our news websites. I believe that if we are successful, we will be followed by other media.
Rupert Murdoch (augusti 2009)
WIKIPEDIA – KÄLLAN TILL ALL KUNSKAP?13 000 000 artiklar3 000 000 artiklar på engelska345 446 artiklar på svenska
Tillväxt svenska wikipedia
The original version of this image was created in October 2006, using volumes 25cm high and 5cm thick (some 400 leaves), each page having two columns, each columns having 80 rows, and each row having 50 characters, ≈ 6MB per volume. As English Wikipedia has 4.4GB of text (October 2006) ≈ 750 volumes. Note that these are conservative estimates, and don't include images, tables, templates etc. which probably take up more surface than the text which describes them.
YOUTUBE
YouTube
• 13 timmars film per minut• 412 timmars material• 100 000 000 klipp ses dagligen
Oct 04: 1,000,000Apr 05: 10,000,000
Feb 06: 100,000,000May 07: 500,000,000
Nov 07: 2,000,000,000Nov 08: 3,000,000,000 Oct 09: 4,000,000,000
SOCIAL MEDIA
SOCIALA NÄTVERK
Facebook (2004)
• 5 000 000 000 minuter per dag på FB
VAD INNEBÄRVänskapUnfriend
BÖR MAN BLI VÄNMed sin familjMed sin chef
Facebook (2004)
• “If Facebook was a country it would be the 8th most populated in the world, just ahead of Japan.” Mark Zuckerberg, 2009
• “People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people.” Mark Zuckerberg, 2010
MATS MÜGGE
”Jättebra barnskötare - men texten är inte förenlig med vår verksamhet”
TWITTER (2006)Mellan januari - februari 2009 växte twitter med 1382% C:a 3 000 000 tweets varje dag
“THE PEOPLE IN CHARGE OF TALKING ARE IN THE MARKETING DEPARTMENT. THE PEOPLE IN CHARGE OF LISTENING ARE IN THE RESEARCH OR SERVICE OR SALES DEPARTMENT. THEY HARDLY EVER TALK TO EACH OTHER, LET ALONE HAVE FULL-DUPLEX CONVERSATIONS WITH CUSTOMERS.”
Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
SKVALLER4:DIMENSIONENNYHETSKANAL
VIKTIGA TIPS
Sociala medier hjälper inte mot dåliga produkter!
(Tvärtom)
Men sociala medier kan förbättra kundkontakter
#1 LYSSNAGoogle AlertsTweetDeckSocialMentionsRSS
#2 MEDVETET STATEGIInte deltaDelta vissa Delta allt (nästan)
(Oavsett era val kommer kunderna prata)
#3 MÄT
PublikEngagemang
LojalitetPåverkanAktioner
Vad är framgång?
PROTESTER
Djurrättsalliansen
Single Danish Mother
TACK!
