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THE SOCIAL NETWORK
IN YOUR POCKET
Off-line experiences playing by online rules
2009 MIKE ARAUZ // 2
Digital technology has
rapidly transformed the
way we live.
2009 MIKE ARAUZ //
2009 MIKE ARAUZ //
The way we
communicate.
3
2009 MIKE ARAUZ //
The way we
get information.
4
2009 MIKE ARAUZ //
The way we
organize social action.
5
2009 MIKE ARAUZ //
The way we
entertain ourselves.
6
2009 MIKE ARAUZ //
The way we
document our lives.
7
2009 MIKE ARAUZ // 8
SOCIAL!?
2009 MIKE ARAUZ // 9
EMAIL
BLOGS
FACEBOOK
TWITTER
YOUTUBE
SOCIAL
BOOKMARK
REVIEWS
WIKIPEDIA
2009 MIKE ARAUZ // 10
Haven’t we always
been social?
(Some of us more so than others.)
2009 MIKE ARAUZ //
2009 MIKE ARAUZ // 11
MY
IDENTITY
MY
FRIENDS
MY
ROLE
2009 MIKE ARAUZ // 12
IMPLICIT EXPLICIT
2009 MIKE ARAUZ // 13
Experiences are spread
deliberately in this
social environment.
2009 MIKE ARAUZ // 14
WHY WE SHARE:
STRENGTHEN
MY BOND
DEFINE OUR
COLLECTIVE
IDENTITY
GIVE ME
STATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 15
WHY WE SHARE:
STRENGTHEN
MY BOND
DEFINE OUR
COLLECTIVE
IDENTITY
GIVE ME
STATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 16
WHY WE SHARE:
STRENGTHEN
MY BOND
DEFINE OUR
COLLECTIVE
IDENTITY
GIVE ME
STATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 17
WHY WE SHARE:
STRENGTHEN
MY BOND
DEFINE OUR
COLLECTIVE
IDENTITY
GIVE ME
STATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
2009 MIKE ARAUZ // 18
How do you design
experiences that spread?
2009 MIKE ARAUZ //
Know the
community.
19
2009 MIKE ARAUZ // 20
Understand
their desires.
2009 MIKE ARAUZ // 21
Give them the
tools to share
the experience.
2009 MIKE ARAUZ // 22
You thought the internet
changed quickly...
you should see mobile.
2009 MIKE ARAUZ //
2009 MIKE ARAUZ // 23
Years to reach +50MM internet users:
YR 1
DESKTOP
INTERNET
(NETSCAPE)
YR 2 YR 3 YR 4 YR 5
50 MM USERS
MOBILE INTERNET -
(IPHONE & IPOD TOUCH)
Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009
2009 MIKE ARAUZ //
Number of people using social network
sites on mobile devices:
24
Source: http://blog.nielsen.com/nielsenwire/online_mobile/global-mobile-strategies-for-growth/
JULY 2008 JULY 2009
18.3 MM
6.4 MM
2009 MIKE ARAUZ //
% of mobile web users who post status
updates via Twitter or another service:
25
Source: http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx
APRIL 2009 OCTOBER 2009
11% 25%
2009 MIKE ARAUZ //
Over 65 million people
use Facebook on their
mobile devices, that’s
26% of all users.
26
Source: http://blog.facebook.com/blog.php?post=129875017130
2009 MIKE ARAUZ // 27
Mobile technology
is making
all experiences
digital and social.
2009 MIKE ARAUZ //
OFF LINE
REAL-WORLD
IN STORE
IRL
MEATSPACE
28
2009 MIKE ARAUZ // 29
New rules
apply.
2009 MIKE ARAUZ //
ONLINE
SOCIAL MEDIA
WEB 2.0
CYBERSPACE
ON SCREEN
30
2009 MIKE ARAUZ // 31
New challenges and
opportunities await.
2009 MIKE ARAUZ //
2009 MIKE ARAUZ // 32
Mobile Location-based Apps:
2009 MIKE ARAUZ // 33
2009 MIKE ARAUZ // 34
2009 MIKE ARAUZ // 35
2009 MIKE ARAUZ // 36
2009 MIKE ARAUZ // 37
2009 MIKE ARAUZ // 38
2009 MIKE ARAUZ // 39
Mobile Augmented Reality:
2009 MIKE ARAUZ // 40
2009 MIKE ARAUZ // 41
Augmented ID
Source: http://www.tat.se
2009 MIKE ARAUZ // 42
Mobile Social Network Concepts:
Facial
Recognition
Social
Tagging
2009 MIKE ARAUZ // 43
Where do we go
from here?
2009 MIKE ARAUZ //
2009 MIKE ARAUZ //
Every experience
should be designed to
spread through a digital
social network.
44
2009 MIKE ARAUZ //
What community will
spread this experience?
45
2009 MIKE ARAUZ //
How will this
experience serve
the shared desires
of the community?
46
2009 MIKE ARAUZ //
Are we providing the
community with the
right tools to spread
this experience?
47
THANK YOU.
Mike Arauz, Strategist at Undercurrent
blog: www.mikearauz.com
twitter: @mikearauz
email: him@mikearauz.com

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Social Network In Your Pocket

  • 1. THE SOCIAL NETWORK IN YOUR POCKET Off-line experiences playing by online rules
  • 2. 2009 MIKE ARAUZ // 2 Digital technology has rapidly transformed the way we live. 2009 MIKE ARAUZ //
  • 3. 2009 MIKE ARAUZ // The way we communicate. 3
  • 4. 2009 MIKE ARAUZ // The way we get information. 4
  • 5. 2009 MIKE ARAUZ // The way we organize social action. 5
  • 6. 2009 MIKE ARAUZ // The way we entertain ourselves. 6
  • 7. 2009 MIKE ARAUZ // The way we document our lives. 7
  • 8. 2009 MIKE ARAUZ // 8 SOCIAL!?
  • 9. 2009 MIKE ARAUZ // 9 EMAIL BLOGS FACEBOOK TWITTER YOUTUBE SOCIAL BOOKMARK REVIEWS WIKIPEDIA
  • 10. 2009 MIKE ARAUZ // 10 Haven’t we always been social? (Some of us more so than others.) 2009 MIKE ARAUZ //
  • 11. 2009 MIKE ARAUZ // 11 MY IDENTITY MY FRIENDS MY ROLE
  • 12. 2009 MIKE ARAUZ // 12 IMPLICIT EXPLICIT
  • 13. 2009 MIKE ARAUZ // 13 Experiences are spread deliberately in this social environment.
  • 14. 2009 MIKE ARAUZ // 14 WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
  • 15. 2009 MIKE ARAUZ // 15 WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
  • 16. 2009 MIKE ARAUZ // 16 WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
  • 17. 2009 MIKE ARAUZ // 17 WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
  • 18. 2009 MIKE ARAUZ // 18 How do you design experiences that spread?
  • 19. 2009 MIKE ARAUZ // Know the community. 19
  • 20. 2009 MIKE ARAUZ // 20 Understand their desires.
  • 21. 2009 MIKE ARAUZ // 21 Give them the tools to share the experience.
  • 22. 2009 MIKE ARAUZ // 22 You thought the internet changed quickly... you should see mobile. 2009 MIKE ARAUZ //
  • 23. 2009 MIKE ARAUZ // 23 Years to reach +50MM internet users: YR 1 DESKTOP INTERNET (NETSCAPE) YR 2 YR 3 YR 4 YR 5 50 MM USERS MOBILE INTERNET - (IPHONE & IPOD TOUCH) Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009
  • 24. 2009 MIKE ARAUZ // Number of people using social network sites on mobile devices: 24 Source: http://blog.nielsen.com/nielsenwire/online_mobile/global-mobile-strategies-for-growth/ JULY 2008 JULY 2009 18.3 MM 6.4 MM
  • 25. 2009 MIKE ARAUZ // % of mobile web users who post status updates via Twitter or another service: 25 Source: http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx APRIL 2009 OCTOBER 2009 11% 25%
  • 26. 2009 MIKE ARAUZ // Over 65 million people use Facebook on their mobile devices, that’s 26% of all users. 26 Source: http://blog.facebook.com/blog.php?post=129875017130
  • 27. 2009 MIKE ARAUZ // 27 Mobile technology is making all experiences digital and social.
  • 28. 2009 MIKE ARAUZ // OFF LINE REAL-WORLD IN STORE IRL MEATSPACE 28
  • 29. 2009 MIKE ARAUZ // 29 New rules apply.
  • 30. 2009 MIKE ARAUZ // ONLINE SOCIAL MEDIA WEB 2.0 CYBERSPACE ON SCREEN 30
  • 31. 2009 MIKE ARAUZ // 31 New challenges and opportunities await. 2009 MIKE ARAUZ //
  • 32. 2009 MIKE ARAUZ // 32 Mobile Location-based Apps:
  • 39. 2009 MIKE ARAUZ // 39 Mobile Augmented Reality:
  • 41. 2009 MIKE ARAUZ // 41 Augmented ID Source: http://www.tat.se
  • 42. 2009 MIKE ARAUZ // 42 Mobile Social Network Concepts: Facial Recognition Social Tagging
  • 43. 2009 MIKE ARAUZ // 43 Where do we go from here? 2009 MIKE ARAUZ //
  • 44. 2009 MIKE ARAUZ // Every experience should be designed to spread through a digital social network. 44
  • 45. 2009 MIKE ARAUZ // What community will spread this experience? 45
  • 46. 2009 MIKE ARAUZ // How will this experience serve the shared desires of the community? 46
  • 47. 2009 MIKE ARAUZ // Are we providing the community with the right tools to spread this experience? 47
  • 48. THANK YOU. Mike Arauz, Strategist at Undercurrent blog: www.mikearauz.com twitter: @mikearauz email: him@mikearauz.com