1. Behaviours in digital networking
Stockholm School
of Economics
2009-03-03
Annika Lidne
www.disruptivemedia.se
Wednesday, March 4, 2009

2. “Social media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information , but also
in how we share and create content for others to
participate in.
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audience.”
Wikipedia
www.disruptivemedia.se
Wednesday, March 4, 2009

3. http://www.youtube.com/watch?v=qiP79vYsfbo
Wednesday, March 4, 2009

4. Values guide our decisions, and our future.
www.disruptivemedia.se
Wednesday, March 4, 2009

5. Digital immigrants
‣ Not born in this world
‣ Fascinated with the new
‣ Might learn the language
‣ Might learn the culture
‣ Remembers “the old country”
‣ Nomadic
‣ Explorers
‣ Thirsts for experiences
Källa: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

6. ”Mum?
Which were your
favourite sites
when you were
a kid?”
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Wednesday, March 4, 2009

7. Digital natives
‣ This is everyday stuff
‣ Technology doesn’t fascinate
‣ Focused on usefulness
‣ It’s always been this way
‣ Language & culture are natural
‣ Natives
‣ Critical
‣ Expects the best
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

8. digital immigrants digital natives
VS.
non-assimilated assimilated
The choice to assimilate in a
No choice is necessary.
digital world is guided by the
Everything is self-evident.
incitament: what’s the use?
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

9. VALUES
Analogue values Digital values
transparency
control
collective individual
tribe based on
lowest common opinions and
determinator values
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

10. Digital immigrants
Analogue values
‣ Negative towards digital progress
‣ Seeks lowest common determinator in the local
‣ Digital - a necessary evil
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

11. analogue values
‣ Negative towards digital
progress
‣ Seeks lowest common
determinator in the local
‣ Digital - a necessary evil
digital digital
immigrants natives
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

12. Digital immigrants
Digital values
‣ Postive towards digital progress
‣ It’s “new”!
‣ Seeks likeminded regardless of location = tribes
‣ Are facinated with new technology and loves to
try new things
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

13. analogue values
‣ Negative towards digital
progress
‣ Seeks lowest common
determinator in the local
‣ Digital - a necessary evil
digital digital
immigrants natives
‣ Postive towards digital
progress
‣ It’s “new”!
‣ Seeks likeminded people
regardless of location = tribes
‣ Are fascinated with new
technology
digital values
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

14. Digital natives
Analogue values
‣ Uninterested in digital life - have other interests.
‣ Use social media some times but just as likely
“analogue”
‣ Will use digital media when it’s useful.
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

15. analogue values
‣ Uninterested in digital life - have
‣ Negative towards digital
other interests.
progress
‣ Use social media some times
‣ Seeks lowest common
but just as likely “analogue”
determinator in the local
‣ Will use digital media when it’s
‣ Digital - a necessary evil
useful.
digital digital
immigrants natives
‣ Postive towards digital
progress
‣ It’s “new”!
‣ Seeks likeminded people
regardless of location = tribes
‣ Are fascinated with new
technology
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

16. Digital natives
Digital values
‣ Positive towards a digital life
‣ Experienced & moderately curious of new channels
‣ Life is relations - independent of channel
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

17. analogue values
‣ Uninterested in digital life - have
‣ Negative towards digital
other interests.
progress
‣ Use social media some times
‣ Seeks lowest common
but just as likely “analogue”
determinator in the local
‣ Will use digital media when it’s
‣ Digital - a necessary evil
useful.
digital digital
immigrants natives
‣ Postive towards digital
‣ Positive towards a digital
progress
life
‣ It’s “new”! ‣ Experienced &
moderately curious of new
‣ Seeks likeminded people
channels
regardless of location = tribes ‣ Life is relations -
independent of channel
‣ Are fascinated with new
technology
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
Wednesday, March 4, 2009

18. A tribal future
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Wednesday, March 4, 2009

19. www.disruptivemedia.se
Wednesday, March 4, 2009

20. Wednesday, March 4, 2009

21. www.disruptivemedia.se
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22. www.disruptivemedia.se
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23. www.disruptivemedia.se
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24. www.disruptivemedia.se
Wednesday, March 4, 2009

25. www.disruptivemedia.se
Wednesday, March 4, 2009

26. www.disruptivemedia.se
Wednesday, March 4, 2009

27. www.disruptivemedia.se
Wednesday, March 4, 2009

28. www.disruptivemedia.se
Wednesday, March 4, 2009

29. How do you define yourself?
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Wednesday, March 4, 2009

30. Interests? Parents’ occupation?
Gender?
Nationality?
Hobbies?
Taste in music?
Class?
Hometown?
Education?
Birthplace? Race?
Sexual orientation?
What I’m good at? Profession?
www.disruptivemedia.se
Wednesday, March 4, 2009

31. Today you can be
whatever you want
whoever you want
www.disruptivemedia.se
Wednesday, March 4, 2009

32. There’s
no rules
no boundaries
no restrictions
no taboos
www.disruptivemedia.se
Wednesday, March 4, 2009

33. You are a blank slate
Today,
you are completely and
utterly responsible
for defining yourself
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Wednesday, March 4, 2009

34. Or, you define yourself by the friends you have.
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Wednesday, March 4, 2009

35. www.disruptivemedia.se
Wednesday, March 4, 2009

36. www.disruptivemedia.se
Wednesday, March 4, 2009

37. http://www.youtube.com/watch?v=HiGWV-irAyM
Wednesday, March 4, 2009

38. www.disruptivemedia.se
Wednesday, March 4, 2009

39. http://www.youtube.com/watch?v=l1Pmo4TdmdE
Wednesday, March 4, 2009

40. www.disruptivemedia.se
Wednesday, March 4, 2009

41. www.disruptivemedia.se
Wednesday, March 4, 2009

42. www.disruptivemedia.se
Wednesday, March 4, 2009

43. www.disruptivemedia.se
Wednesday, March 4, 2009

44. www.disruptivemedia.se
Wednesday, March 4, 2009

45. www.disruptivemedia.se
Wednesday, March 4, 2009

46. www.disruptivemedia.se
Wednesday, March 4, 2009

47. www.disruptivemedia.se
Wednesday, March 4, 2009

48. BLOG PRESENCE/STATUS
IMAGES VIDEO PRESENTATIONS
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Wednesday, March 4, 2009

49. www.disruptivemedia.se
Wednesday, March 4, 2009

50. News/status Conversation
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Wednesday, March 4, 2009

51. www.disruptivemedia.se
Wednesday, March 4, 2009

52. Facebook
Friendwheel
Wednesday, March 4, 2009

53. www.disruptivemedia.se
Wednesday, March 4, 2009

54. Your tribes furthers your thinking and knowledge.
Your tribes form your network.
Your network is your most valuable asset.
www.disruptivemedia.se
Wednesday, March 4, 2009

55. Annika Lidne
CEO / senior advisor
twitter/bloggy/jaiku: annika
facebook/linkedin: Annika Lidne
skype: annikalidne
email: annika@disruptivemedia.se
mobile: 070 435 05 45
www: www.disruptivemedia.se
slides: www.slideshare.net/AnnikaLidne
www.disruptivemedia.se
Wednesday, March 4, 2009