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THE SOCIAL NETWORKIN YOUR POCKETOff-line experiences playing by online rules
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Digital technology has rapidly transformed the way we live.
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The way we communicate.
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The way we get information.
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The way we organize social action.
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The way we entertain ourselves.
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The way we document our lives.
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SOCIAL!?
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BLOGSFACEBOOK
YOUTUBE
SOCIALBOOKMARK
REVIEWS
WIKIPEDIA
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Haven’t we always
been social?
(Some of us more so than others.)
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MYIDENTITY
MY FRIENDS
MY ROLE
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IMPLICIT EXPLICIT
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Experiences are spread deliberately in this social environment.
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WHY WE SHARE:
STRENGTHENMY BOND
DEFINE OURCOLLECTIVE
IDENTITY
GIVE MESTATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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WHY WE SHARE:
STRENGTHENMY BOND
DEFINE OURCOLLECTIVE
IDENTITY
GIVE MESTATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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WHY WE SHARE:
STRENGTHENMY BOND
DEFINE OURCOLLECTIVE
IDENTITY
GIVE MESTATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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WHY WE SHARE:
STRENGTHENMY BOND
DEFINE OURCOLLECTIVE
IDENTITY
GIVE MESTATUS
Adapted from research by Henry Jenkins, Josh Green, and Sam Ford, MIT Convergence Culture Consortium
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How do you design experiences that spread?
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Know the community.
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Understand their desires.
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Give them the tools to share the experience.
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You thought the internet changed quickly... you should see mobile.
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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
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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 MM6.4 MM
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% 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%
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Over 65 million people use Facebook on their mobile devices, that’s 26% of all users.
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Source: http://blog.facebook.com/blog.php?post=129875017130
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Mobile technology is making all experiences digital and social.
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OFF LINE
REAL-WORLD
IN STORE
IRL
MEATSPACE28
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New rules apply.
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ONLINE
SOCIAL MEDIA
WEB 2.0
CYBERSPACE
ON SCREEN30
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New challenges and opportunities await.
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Mobile Location-based Apps:
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Mobile Augmented Reality:
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Mobile Social Network Concepts:
Facial Recognition
SocialTagging
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Where do we go from here?
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Every experience should be designed to spread through a digital social network.
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What community will spread this experience?
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How will this experience serve the shared desires of the community?
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Are we providing the community with the right tools to spread this experience?
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THANK YOU.Mike Arauz, Strategist at Undercurrentblog: www.mikearauz.comtwitter: @mikearauzemail: him@mikearauz.com