Web, Mobile, Social Media, Cross-Media and Education
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Web, Mobile, Social Media, Cross-Media and Education
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Everything is Digital and Always available On Demand by Everyone who are Inter-Connected via The Cloud which is Everywhere.
Let’s Talk
• A Brief History• Then vs. Now• Current Trends• X-Media In Action• Takeaways
•Journeys open humankind to accelerating information, knowledge, progress
Map of the Ancient Silk Road
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A Brief History of Communications Ancient Silk Road journeys open humankind to accelerating information, knowledge, progress http://1.bp.blogspot.com/_a2v9FM_QCMU/R40M-MoJDZI/AAAAAAAAAD8/VOm3Tpt3Riw/s400/800px-Silk_Route_extant.JPG The Silk Road Journey By Foot By Water By Wheel By Air How much faster do messages and information to travel… By Wire By Radio By Fiber
The Silk Road Journey
• YEARS via Walking– Marco Polo’s Journeys– Traveled Silk Road routes
between 1260 to 1269 and 1271 to 1295
– Venice to Beijing on land is approximately 10000 km
• WEEKS via the Mechanical Horse– Railroad tracks not
completed until 1900– Truck and automobile
still predominant for trade
The Silk Road Journey
• DAY via Aircraft– First China Clipper
flights in 1935– Daily Flights between
Italy and Beijing today– 12 to 14 hour flight time
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http://www.west.net/~ke6jqp/transpac/transbig.jpg
The NEW Silk Road
• HOURS via Wired – First telegraph line across
the English Channel in 1850– First 36 channel transatlantic
cable in 1955– Now 1.263 billion phones
worldwide– Approx 18 per 100 inhabitants
globally
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Via Wired – Telegraph/Telephone 2003, the CIA reported approximately 1.263 billion main telephone lines worldwide Approx 18 per 100 inhabitants globally Via Transoceanic Cables cables had very limited bandwidth. the first line across the English Channel in 1850 Transatlantic No. 1) was the first transatlantic telephone cable system. Between 1955 and 1956 (36 channels) http://farm1.static.flickr.com/113/293879889_53cd9ca045.jpg
The NEW Silk Road
• MINUTES via Wireless – Terrestrial wireless
requires microwave towers every 25 miles
– Satellite relay 0.25 of a second to reach and return from the satellite
– Carries only 1 percent of international traffic due to limited bandwidth
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http://www.givetheworld.com/aboutEchoStar11.asp EARTH Channel Syncom 3, launched on August 19, 1964 was used to telecast the 1964 Summer Olympics
The NEW Silk Road
• SECONDS via Fiber Optics – Internet Protocol– 100 km between repeaters– First transatlantic cable
installed in 1988– Submarine cables carry
terabits per second vs. megabytes per second via satellite
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first transatlantic telephone cable to use optical fiber was TAT-8, which went into operation in 1988 more than 100 kilometers between repeaters submarine cables is in the terabits per second while satellites typically offer only megabits per second fibers arranged in a self-healing ring to increase their redundancy
The NEW Silk Road
• UBIQUITOUS via Wireless Devices– 4.3 billion mobile subscriptions– 57 phones per 100 inhabitants globally– Approaching 5 billion by the end of
2010– Outpacing all other forms of
connection– 4G and WiMax
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http://en.wikipedia.org/wiki/Mobile_phone
Comparison chart of subscriber types per 100 inhabitants
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International Telecommunications Union units per 100 inhabitants http://www.itu.int/en/pages/default.aspx
Communication Innovation
• Between wireless device penetration, transcontinental fiberoptic cable, IP connectivity, and cloud services– Two people can talk any time, anywhere, on demand– Drastically reduced time and cost of messaging– Human interaction increases geometrically– World Wide Web of Networks and Interconnections– Anyone can now learn anything from anyone at anytime
Internet Diagram based on the January 15, 2005 data
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English: Partial map of the Internet based on the January 15, 2005 data found on opte.org. Each line is drawn between two nodes, representing two IP addresses. The length of the lines are indicative of the delay between those two nodes. This graph represents less than 30% of the Class C networks reachable by the data collection program in early 2005. http://opte.org/maps/ http://farm4.static.flickr.com/3074/3043334955_8928088bcd.jpg
400 MILLION ACTIVE USERS
EACH REACHES ABOUT… 150 OTHERS…
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http://en.wikipedia.org/wiki/Dunbar's_number (Robert) Dunbar's number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. These are relationships in which an individual knows who each person is, and how each person relates to every other person.[1] Proponents assert that numbers larger than this generally require more restrictive rules, laws, and enforced norms to maintain a stable, cohesive group. No precise value has been proposed for Dunbar's number, but a commonly cited approximation is 150.
AND THEY REACH 150 MORE…
My Social Graph
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Social Relevancy Rank Razorfish defines the social graph as the network of personal connections through which people communicate and share information online. The portable social graph will fuel marketing innovation. Arguably, the most successful manifestations of the social graph we’ve seen so far are in the news feeds and activity streams that reside on social platforms like Facebook and Twitter. Social Object Theory: The Secret Ingredient for Powering Social Influence Marketing Campaigns Jaiku, a social platform that lets people share their online activity streams. “the reason people connect with each particular other and not something else.” Twitter propagates different types of social objects, too. The object is frequently a URL, but users often become the object since usernames can be shared.
What was technology like when today’s high school seniors entered Kindergarten? Public School, Home School, Private School Traditional Teaches Students to Fit In, Non-Traditional Teaches Students for Standing Out
VHS/DVD Combo Blu-ray w/ Netflix Sony 8MM Flip Cam HD
Gaming Systems
Then Now
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Nintendo N64 PlayStation 1 - MIPS R3000A-compatible (R3051) 32bit RISC chip running at 33.8688 MHz Sony PS3 - Cell Broadband Engine (3.2 GHz Power Architecture-based PPE with eight 3.2 GHz SPE) xBox 360
Mobile Phone
Then Now
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Moto StarTAC Palm Pre w/ MiFi ARM Cortex A8-based OMAP 3 processor
Then vs. Now
Digital NativeDigital Immigrants
Trends
“Science fiction does not remain fiction for long. And certainly not on the Internet.”— Vinton Cerf
“The Internet is just a world passing around notes in a classroom.”— Jon Stewart
What are the Current Trends?
• Everything is Digital – Everything– All businesses and economies are affected
• Social and Collaborative Networks – in the Clouds – Students are Social and Collaborative Beings
• Rise of Devices– The Internet of Things is coming, get on board
Current Trend: Everything is Digital – Everything
• Audio / Video• Encyclopedia / Books• Even DNA Sequences
Audio, Video, Books, … Conversation
“What is the use of a book’, thought Alice, ‘without pictures or conversations?’”
— Lewis Carroll
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“I cannot live without books.”—Thomas Jefferson
Current Trend: Networking and Collaboration – In the Clouds
• Cloud Computing • Social Networks• Crowdsourcing Education
The Internet is the Cloud
"The Internet is the first thing that humanity has built that humanity doesn't
understand, the largest experiment in anarchy that we have ever had.“
— Eric Schmidt, CEO
“The Net treats censorship as a defect and routes around it.”
—John Gilmore, Activist
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“The most incomprehensible thing about the world is that it is comprehensible.”—Albert Einstein “The power of imagination makes us infinite.”—John Muir "The Internet is the first thing that humanity has built that humanity doesn't understand, the largest experiment in anarchy that we have ever had." �— Eric Schmidt “The Net treats censorship as a defect and routes around it.”—John Gilmore
Social Media Landscape
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Current Trend: Rise of Mobile Devices
• Progression of Devices• Devices in Classrooms• Mobile, Mobile, Mobile• Devices in the workplace
Paperless Society?
"If civilization has risen from the Stone Age, it can rise again from the Wastepaper Age."
— Jacques Barzun
Progression of Computing Devices
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ITU and Morgan Stanley Research http://www.morganstanley.com/institutional/techresearch/
10 Smartphones That Are Making the Biggest Impact in 2010 http://www.eweek.com/c/a/Mobile-and-Wireless/10-Smartphones-That-Are-Making-the-Biggest-Impact-in-2010-363001/
Netbooks and Tablets and Pad, Oh My
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Netbooks -> tablets -> pads a $75 tablet is expected next year from manufacturers supporting the One Laptop Per Child (OLPC) Tablets priced at about $100 will be unveiled at Computex in Taiwan Deloitte forecasts tens of millions of sales worth more than $2bn by the end of 2011
Ready for the Future?
"The future is already here—it's just not very evenly distributed.“
- William Gibson, Author
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William Gibson, Author of Nueromancer Coined the term cyberspace "National borders aren't even speed bumps on the information superhighway." - Tim May, Intel Senior Engineer Emeritus “If you don’t like change, you’re going to like irrelevance even less” - General Eric Shineki
SHIFT HAPPENS
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http://www.baekdal.com/articles/management/market-of-information/ 2020 - Traditional is dead In the next 5-10 years, the world of information will change quite a bit. All the traditional forms of information are essentially dead. The traditional printed newspapers no longer exists, television in the form of preset channels is replaced by single shows that you can watch whenever you like. Radio shows is replaced podcasts and vodcasts. The websites have a much lesser role, as their primary function will be to serve as a hub for all the activities that you do elsewhere. It is the place where people get the raw material for use in other places. And the websites and social networks will merge into one. Your website and blog is your social profile. Social news, as described previously, is going to be the most important way that people communicate. The traditional journalistic reporting is by now completely replaced getting information directly from the source. Everyone is a potential reporter, but new advances in targeting will eliminate most of the noise. The journalists will turn into editors who, instead of reporting the news, bring it together to give us a bigger picture. The news stream of the future will be personalized to each individual person, and is constantly adjusting what you see - much the same way as Last.fm is doing today with music. Everything will incorporate some form of targeting. You will be in control over every single bit of information that flows your way.
INTERACTIVE IS GROWING
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ZenithOptimedia, April 2009 http://www.zenithoptimedia.com/about/news/
BUT OVERALL SPEND IS FLAT
AS TRADITIONAL DECLINES
DIGITAL OVERTAKES PRINT
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Companies will spend 119.6 billion dollars on online and digital strategies and 111.5 billion dollars on newspaper and magazine advertisements and other print campaigns US spending on advertising and marketing projected to increase by 1.2 percent in 2010 to 368 billion dollars Spending on newspaper advertising expected to drop 8.2 percent to 27 billion dollars Spending on direct mail marketing campaigns could rise 2.7 percent to 24.4 billion dollars and spending on custom print publications would be 3.0 percent higher at 19.3 billion dollars Print magazine advertising could be up 1.9 percent to $9.4 http://fuelingnewbusiness.com/2010/03/09/new-advertising-study-marketers-to-spend-more-on-digital-than-print-this-year/ Outsell found that accountability is king, and the money is flowing toward measurable media and marketing programs that deliver solid leads Outsell’s “Marketing and Ad Spending Study 2010: Total US and B2B Advertising,” forecasts spending, share, and growth for five media types—online, events, print, TV/radio, and PR/other—and methods used within each, from social networking to mobile/wireless marketing. “Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding. As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options,” said Chuck Richard, Vice President and Lead Analyst, Outsell. Among findings: Print magazine advertising will be up 1.9 percent to $9.4 billion despite the popularity of online channels.�Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters.�B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.�51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), Twitter (35 percent) and MySpace (25 percent).�Outsell surveyed more than 1,000 US advertisers in December 2009. For the report, with publisher recommendations: http://www.outsellinc.com/store/products/912?refid=pr912. ��Read more: http://www.adoperationsonline.com/2010/03/15/marketers-digital-spending-to-overtake-print-for-first-time-ever-according-to-outsell-inc/#ixzz0iHGF4Vj6
In the days of mass marketing, segmentation and measurement was at best a guess. With digital we can measure exact response and ultimately return. The ration approach lets us stay on track to the goal. The guessing or intuitive approach undulate misses the mark.
WHAT ME MEASURE?
Then and Now
DIRECT MAIL+EMAIL + SOCIAL MEDIA = MORE CLICKS!
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Email + Social Media = More Click-Throughs By Howie Fenton on July 28th, 2010 A new report from email marketing provider GetResponse has reinforced the argument that social media links in email communications significantly increases click-through rates. GetResponse’s “Email Marketing and Social Media Integration Report” found that the inclusion of social media sharing buttons in email generated click-through rates (CTR) around 30% higher than email sent with no sharing options. Even more effective was Twitter, increasing click-through rates by 40%. But in order to gain the highest rates, around 55%, more than one social media button needed to be incorporated. http://marketingpowersactivate.com/2010/07/email-social-media-more-click-throughs/
• Historical Acceleration of Change• Digital Natives vs. Digital Immigrants• Mobile is Soon to be the New Normal• Multi-Touch Multi-Channel Works• Launch & Learn
Everything is Digital and Always available On Demand by Everyone who are Inter-Connected via The Cloud which is Everywhere.
