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Who is the digital you?

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who is the digital you and what are the rules

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Who is the digital you?

  1. 1. tonyfish www linkedin skype twitter facebook Investor, entrepreneur and author Who is the digital you?
  2. 2. Stand Up
  3. 3. Negotiation Confidence Trust Value Informed consent Privacy Control Convenience Tolerate Informed Conversation Manipulated Relationship Forgiving Pre-definedKnowing Owning Persona Hard/ soft identity Implicit/ explicit data Implied Security Digital Identity Social benefit Engaging users Trade Barter Reveal Honest Representative CRM/ VRM Simplicity Personal Terms and conditions It’s dead Private
  4. 4. intelligence analysis personalisation passive activity what we do what the web does Source: My Digital Footprint http://www.mydigitalfootprint.com/ What is the Internet?
  5. 5. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digitaldatatrade
  6. 6. Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback two sided digital business friends social norms
  7. 7. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createionx content where time intent direction who
  8. 8. Change your password to Facebook, Twitter and bank accounts; before you change your boy/girl friend/ partner.
  9. 9. Determine what the terms "family" and "friends" mean to you before you accept others into your network(s)
  10. 10. Have several personas, this is not a sign of madness and you don't need to justify them to anyone.
  11. 11. Internet writing is in ink, once out there - it is out there, there is no rubber (yet).
  12. 12. Reputation is all you have and your name is a good identity - so don't abuse or loose either !
  13. 13. Everything you do can be recorded (stored) as sensors will be in all digital devices soon - ask yourself why and what use will your data be and to whom!
  14. 14. How I react to analysis of my data How my social group in influenced by the analysis of my data Data embedded in my content and interactions Data embedded in my content and interactions Data embedded in my social networks content and interactions with me Data embedded in my social networks content and interactions with me What I say about myself What I say about myself What others say about me What others say about me What the analysis says about What the analysis says about What the analysis says about me in my social context What the analysis says about me in my social context Digital Footprints are what you say about yourself, what others say about you and what data says about you !
  15. 15.    Make sure you  realise that your  digital footprint is  worth more than  your salary. 
  16. 16.     Interaction with  the “screens of life” is  the ultimate digital  game being played. It  is to get "content"  from the dark bowels  of a data warehouse  onto your brightly lit  screen. 
  17. 17. Un-friending is acceptable;  being un-friended is a reality 
  18. 18. Learn the social (digital and  physical) rules that apply to  your group today but be aware  they will be different tomorrow. 
  19. 19. Realise   your ability  to annoy  everyone
  20. 20.     Hide your friends identities by  using personal nick-names on  your mobile, just in case a friend  borrows it to text that person  with some inappropriate  message that may haunt you  forever. 
  21. 21. Create a lot of rubbish data  and cause confusion if you  want to hide in plain sight.  It  is easy to find and hard to  hide in a digital world if  everyone is honest. 
  22. 22. Cheating is harder 
  23. 23.    No adult supervision will not  lead to anarchy. The youth want  to be somewhere (in a digital  world) where they are in control. 
  24. 24.    Your password is the  weakest point in your armour. 
  25. 25. Control is not in  your hands. 
  26. 26.   Privacy - It's all in the  settings. 
  27. 27. are easy to sell
  28. 28. Branding is now personal and  it is the new black.  Branding is now personal and  it is the new black. 
  29. 29. Loyalty (to a service) is  dead - you are free to  your own boundaries. 
  30. 30. Trust is the new king’s advisor  – content still wears the  trousers. 
  31. 31. Free is not free -  Engagement,  Relationship and  Conversation  have a price. 
  32. 32.   Digital Money has less 'personal' value  than real money. Like cash, others are prepared to swindle and steal your..
  33. 33. Don't set up any direct debits or subscription for anything (you don’t understand)
  34. 34. Levels of damage and harm from digital engagement is currently lower that you may think.
  35. 35. email is not private. You never know when or where it may turn up!
  36. 36. Don't sack/release/ make redundant the person, and then be held hostage, by that person who has the login/password for your corporate fan page, group, twitter account until many people have control/access.
  37. 37. Don't let individuals buy web domains or set up accounts just to avoid the long corporate procedures and PO cycles.
  38. 38. Open means you don't want to hide and transparent means "it can be found" - but most people will not bother
  39. 39. Digital has one speed - fast, there is plenty of fuel and no brake pedal.
  40. 40. Provide someone (you trust) with the knowledge how to access your accounts/ data after you die and let them know what you want done with your data
  41. 41. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
  42. 42. digital footprints – context Collection, store, analysis and value created from digital data from mobile, web and TV Proof of who I am – Driving licence – Bank details – Credit history – Social security – Certification Regulated and institution controlled identity privacy black hole of debate digital footprint Control/ setting Emotional Preference Status Regulation Law public/ private
  43. 43. Having an identity does not create value
  44. 44. Definitions of digital footprint Education Design Data you leave Holy Kaw
  45. 45. How I react to analysis of my data How my social group in influenced by the analysis of my data Data embedded in my content and interactions Data embedded in my content and interactions Data embedded in my social networks content and interactions with me Data embedded in my social networks content and interactions with me What I say about myself What I say about myself What others say about me What others say about me What the analysis says about What the analysis says about What the analysis says about me in my social context What the analysis says about me in my social context Source http://www.mydigitalfootprint.com What is a digital footprint?
  46. 46. Creation/ Publish Private Personal Collaboration Public Secret Blog Wikki Journal Book Paper TV Movie Music Consumption Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Relevance Voting Index Tags Search ID Footprint Verification Attention Payment Location ‘Portability’ Value between creation and consumption Content management DRM tools Ad engines UI, navigation Service, storage, backup
  47. 47. public creepy private personal Level of invasion Value of Data Source: My Digital Footprint http://www.mydigitalfootprint.com/ The Colourful Lines of Privacy
  48. 48. Source: My Digital Footprint http://www.mydigitalfootprint.com/ Shades of data abuse acceptable unacceptable TRAITS Open Transparent Known Trusted Value add Engaging TRAITS Closed Secret Unknown Un-trusted Value destroying Fraud/ theft bliss annoying creepy disturbing unethical
  49. 49. recklessness courage cowardice DeficientExcess virtue
  50. 50. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless
  51. 51. TRUST RISK IDENTITY bonded but not related PRIVACY SECURITY IncreasingclosedIncreasingopen High Control High Value Justification of benefits Justification of barriers
  52. 52. Who owns the digital you? LinkedIn Poll
  53. 53. I own my Data I Give up my Data 1 Pay for enhancement to service (subscription or one off) 2 Trade data for enhancement directly with service provider 3 Trade data for enhancement via a third party (indirect) such as an aggregation party 4 Pay for services directly (subscription or one off) 5 Trade data for service directly with service provider 6 Trade data for services via a third party (indirect) such as an aggregation party 7 Pay to protect your identity 8 Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue Model Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue
  54. 54. Question for you?
  55. 55. Are you brave enough to stand alone?
  56. 56. I can deal with silence - only clap if clap
  57. 57. Your my mum (who believes in everything I say) You want to talk to me at coffee break You have the same beliefs It challenged you You’re a lemon and have to follow the crowd You don’t want to look like the only person who did understand what was said PLEASE Don’t bother being polite as it will not help me or you
  58. 58. take away’s
  59. 59. While you think about your response
  60. 60. Don’t assume
  61. 61. Trust could be the problem
  62. 62. Do you know the influencer
  63. 63. Market is completely open
  64. 64. It is about owning feedback
  65. 65. Strategy is complex and expensive
  66. 66. Data is a commodity & ownership is unimportant. Value will be retained by those who own the feedback loop, who can get deep & dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, privacy is a setting, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen and customer metadata is king.
  67. 67. Thank you tony.fish@amfventures.com

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