who is the digital you and what are the rules

1. tonyfish www linkedin skype twitter facebook
Investor, entrepreneur and author
Who is the digital you?

3. Stand Up

5. 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

7. intelligence
analysis
personalisation
passive activity
what we do
what the
web does
Source: My Digital Footprint http://www.mydigitalfootprint.com/
What is the Internet?

8. 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

9. 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

10. More ‘OFF’ : Less ‘ON’
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who

12. Change your password to
Facebook, Twitter and bank
accounts; before you change
your boy/girl friend/ partner.

13. Determine
what the terms
"family" and
"friends" mean
to you before
you accept
others into your
network(s)

14. Have several personas, this is not
a sign of madness and you don't
need to justify them to anyone.

15. Internet writing is
in ink, once out
there - it is out
there, there is no
rubber (yet).

16. Reputation is all you have and
your name is a good identity - so
don't abuse or loose either !

17. 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!

18. 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 !

19. Make sure you
realise that your
digital footprint is
worth more than
your salary.

20. 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.

21. Un-friending is acceptable;
being un-friended is a reality

22. Learn the social (digital and
physical) rules that apply to
your group today but be aware
they will be different tomorrow.

23. Realise
your ability
to annoy
everyone

24. 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.

25. 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.

26. Cheating is harder

27. No adult supervision will not
lead to anarchy. The youth want
to be somewhere (in a digital
world) where they are in control.

28. Your password is the
weakest point in your armour.

29. Control is not in
your hands.

30. Privacy - It's all in the
settings.

31. are easy to sell

32. Branding is now personal and
it is the new black.
Branding is now personal and
it is the new black.

33. Loyalty (to a service) is
dead - you are free to
your own boundaries.

34. Trust is the new king’s advisor
– content still wears the
trousers.

35. Free is not free -
Engagement,
Relationship and
Conversation
have a price.

36. Digital Money has less 'personal'
value than real money.
Like cash, others are prepared to
swindle and steal your..

37. Don't set up any direct debits
or subscription for anything
(you don’t understand)

38. Levels of damage
and harm from
digital engagement
is currently lower
that you may think.

39. email is not private.
You never know when
or where it may turn up!

40. 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.

41. Don't let individuals buy web
domains or set up accounts just
to avoid the long corporate
procedures and PO cycles.

42. Open means you don't want to
hide and transparent means "it
can be found" - but most people
will not bother

43. Digital has one speed - fast,
there is plenty of fuel and no
brake pedal.

44. 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

45. A Two Sided Digital Business Model where
your Privacy will be someone else's business !
Tony Fish Oct 2009

46. 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

47. Having an identity does not create value

48. Definitions of digital footprint
Education
Design
Data you leave
Holy Kaw

49. 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?

50. 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

51. public
creepy
private
personal
Level of
invasion
Value of Data
Source: My Digital Footprint http://www.mydigitalfootprint.com/
The Colourful Lines
of Privacy

52. 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

53. recklessness courage cowardice
DeficientExcess virtue

54. Public Private Public
broadcast TV,
newspapers, open,
contextual, edited and
time bounded
internet public, closed,
non-contextual, raw
and timeless

55. TRUST RISK
IDENTITY
bonded but not related
PRIVACY SECURITY
IncreasingclosedIncreasingopen
High Control
High Value
Justification of benefits
Justification of barriers

56. Who owns the digital you?
LinkedIn Poll

57. 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

58. Question for you?

59. Are you brave enough to stand alone?

60. I can deal with silence - only clap if
clap

61. 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

62. take away’s

63. While you think about your response

64. Don’t assume

65. Trust could be the problem

66. Do you know the influencer

67. Market is completely open

68. It is about owning feedback

69. Strategy is complex and expensive

70. 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.

71. Thank you
tony.fish@amfventures.com