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More from Lee Schlenker (20)
Values
- 1. ©2013 LHST sarl
The Digital Consumer
http://DSign4Change.com
Values
September 21 2016
©2016 L. SCHLENKER
- 3. ©2013 LHST sarl
©2016 LHST sarl
Towards the semantic Web
Cluetrain
HTML is the lingua franca for publishing
hypertext on the World Wide Web. It is a non-
proprietary format that uses tags such as <h1>
and </h1> to structure text into headings,
paragraphs, lists, hypertext links etc
XML documents describe the content of a
transaction rather than the format of a page.
There are six kinds of XML markup : elements,
entity references, comments, processing
instructions, marked sections, and document
type declarations.
- 4. ©2013 LHST sarl
Cluetrain
• « People of earth... a powerful
global conversation has begun”
• “The human voice is unmistakably
genuine. It can't be faked.”
• “Networked markets are
beginning to self-organize”
• “Markets are becoming better
informed, smarter, and more
demanding ”
• 95 Thesis
- 5. ©2013 LHST sarl
• “A conversation is not business tugging
at our sleeve”
• “Personal is human, personalized is
not.”
• Web pages are about connecting. Apps
are about control.”
• “We lose the commons we are building
together in an app-based world.”
• “Every new link makes the Web richer,
every new app makes us users and not
makers.”
http://www.cluetrain.com/newclues/
Cluetrain
- 6. ©2013 LHST sarl
Neutrality
• Wu - The Master Switch
• Gause’s Law explains why
monopolies emerge from
competitive ecosystems
• Today, ten ISPs dominate the
global Internet
- 7. ©2013 LHST sarl
• Borders will emerge to
accommodate the social, political,
and economic powers specific to
each country
• Wu - The amorality of the dotcom
era
• “When it’s just about money, there
are no values.”
• “the idea that the private sector, the
free market, on its own has all the
solutions is just a myth.”
Neutrality
- 8. ©2013 LHST sarl
• The Internet helps us select our news
filters
• The proliferation of search engines is
more likely to perpetuate ignorance than
knowledge.
• Confirmation biases - "What the human
being is best at doing is interpreting all
new information so that their prior
conclusions remain intact."
• Rolf Dobelli - The more 'facts' you digest,
the less of the big picture you will
understand.
Tomas Chamorro-Premuzic
Neutrality
- 9. ©2013 LHST sarl
Nicolas Carr
• “2001: A Space Odyssey.” -“My mind is going,”
HAL says. “I can feel it.”
• The internet is to blame for reading becoming
so much harder these days
• Our minds are malleable and plastic
• The web encourages us to “click and flick”
• “The linear, literary mind" which focused on
deep reading is an artifact of the past
• Frank Rose - in a hyperlink economy
information is worth less than the ability to
retrieve it
Neutrality
- 11. ©2013 LHST sarl
• Search is the attempt to make sense
of information
• As the amount of information
explodes, search has become the
user’s interface metaphor.
• Twenty percent of searches are for
entertainment, 15 percent are
commercial in nature, and 65
percent are informational
• On the Internet, all intent is
commercial in form or another
The perfect search engine," says Google
co-founder Larry Page, "would understand
exactly what you mean and give back
exactly what you want."
Prof. Lee
Search
- 12. ©2013 LHST sarl
Search
Web Search Entreprise Search
Validity Popular search + Deep Search
Algorithms Links Semantics
Scope Public pages + Private pages
Type Web pages + Data stores
Concerns Ranking + Security
- 13. ©2013 LHST sarl
• The assumption of order
• The assumption of rational
choice
• The assumption of
intentional capacity
• The assumption of identity
Entropy
- 14. ©2013 LHST sarl
• From an objective point of view, information
refers to date in context that conveys
meaning to an individual.
• From a subjective point of view, we could
suggest that it’s the individual’s perspective of
the data that implies meaning.
• Given these definitions what meaning do
Wikileaks, Facebook or Whatapp have?
Assane, The Conversation
Entropy
- 15. ©2013 LHST sarl
Entropy
• Oxford Dictionaries’ international word of
the year
• Objective facts are less influential than
emotion and personal belief.
• Usage increased by 2,000% in 2016
compared to 2015
• Thirty years ago academics started to
discredit “truth” as one of the “grand
narratives”
• Post modernism - there is no position
outside ourselves from which to establish
truth
The truth about « Post-Truth »
Politics
- 16. ©2013 LHST sarl
• Internet technologies remove
the middleman
• The internet is hostile to
incumbents and favors the
extremes.
• The Internet loves creating
echo chambers that breed
dissent
• “the Web is a total smartass”
Does the Internet have values?
Josh Koenig
Entropy
- 17. ©2013 LHST sarl
Claire Jones
Is more than social media…..
Organizational rigidity ?
Clearly defined functions ?
Organizational boundaries ?
Corporate strategy ?
Product development cycle ?
Gause
- 19. ©2013 LHST sarl
• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitors and
click-through rates.
• Landing pages provide the biggest challenge to
digital challenges.
• Reduce number of steps to facilitate engagement.
• Reduce the number of fields that require user input.
• Check for leaks: visitors might not be dropping
completely but using other routes.
Cian O' Sullivan
Big Brother
- 20. ©2013 LHST sarl
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your message
through number of visits, time spent per
visit, citations and redirects.
• What customer challenges/opportunities are you
addressing?
• What skills and knowledge are you targeting?
• How does your application fit into the story that
your customers are trying to tell?
Big Brother
- 21. ©2013 LHST sarl
• Why your user base does what it does?
• Tracking time and location to map out the
spaces where "what's going on" happens.
• Context is a means of measuring the extent
to which a vision (product, service, idea) can
be shared
• Social spaces are constructed from a vision,
“actors”, repeatable events, and outcomes.
Big Brother
- 22. ©2013 LHST sarl
• How does your data elucidate user
behavior?
• Social graphs are the global mapping of
your customer base and how they're
related
• Capture and monitor identity, quality and
structure of relationships with others
• Emergent behaviors – what new business
opportunities might be explored?
Alex Iskold
Big Brother
