presentation for #freshthinkers @jobsite

1. Who is the digital you?
tonyfish www linkedin skype twitter facebook
http://www.mydigitalfootprint.com

2. a fine balancing act

3. You as a professional
You as a one of 7 bn people You as a persona

5. Stuff money
cannot buy
presents for
faith the wife
trivia disruption
Stuff that
has to be big
consulting strategy
diamonds Stuff that costs presents for
lots of money the daughters

7. Stand Up

10. whilst I
don't know exactly what your
thinking, I know what generic
behaviour looks like, what you have
done and therefore what you will do!
I probably know more about you….
what you are thinking, what you will do, how you will react
… than you are willing to accept!

11. Internet and beliefs

14. The Internet needs you!
intelligence
what the
analysis
web does
what we do

15. More „OFF‟ : Less „ON‟
on this screen content
who
where
in this earpiece time
direction
intent
consume createion
x

17. Symbiotic Relationship
Web business depend on consumer data
creation of
digital data trade
web content
services data
analysis
store Data
and
value consumption
of content
business consumer
Source http://www.mydigitalfootprint.com

18. Signal
Wave
Spike
Trend
Pulse

19. Two sided digital business
In Direct feedback
norms
social
friends
Actual
Actual
User
Actual
User “The
UserData
Data Business”
The User
Data
Direct feedback

20. So let‟s talk about “data”

21. Data and content
in your control
Content you Data you
publish about leave about
yourself yourself
collected
Cross this line when you
agree to publish or post
anything to the web. Data
and content shifts from Content others
within your control to out of publish about
your control you

22. Questions
• How is All Data and My Data related?
• Do you believe that everyone has the same opinion as
you?

23. The Righteous model The Visionary model The Idealistic model
The Evolution model The Private model The replication model
6 models for ALL DATA and My DATA

24. Questions
• How are My Data and Identity related?
• Do you believe that everyone has the same opinion as
you?

25. The Related model The Inseparable model
The Subset model The Multiple Me model The Greater Than model
The 5 models of My Data and Identity

26. Questions
• How is My Data and My Rights related?
• Do you believe that everyone has the same opinion as
you?

27. The Extension model The Control model
The Right model The Real model
The 4 models of My Data and Rights

29. There is No simple answer….

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

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

32. What is a digital footprint?
How I react to analysis of my data
Data embedded What I say What the analysis
in my content and about says about
interactions myself
Data embedded
What the analysis
in my social What others
says about me in
networks content say about
my social context
and interactions me
with me
How my social group in influenced by
the analysis of my data

33. Can you control it all ?
Purchase
behaviour
settlement
Screen
experience
Payment
experience

34. Who creates identity?

35. • government
• education
• parents
• family and friends
• influencers, filters and those I follow
• news
• bias and experience
• beliefs that I like
• my behaviour, habits, routes and routines
So who creates identity? - no one

36. Having an identity doesn‟t create value

38. height
habits activity
DNA finger print usage
brands patterns
hair colour
voice behavioural me
physical me
eye colour routes routines
iris scan preferences
images attention events
cost bank and credit from me value
tweets photos
home professional
links blogs comments
addresses achievements
photos video friends
claims and history me blogs Social me likes
official video tags
medical records links
documents friends comments
academic likes
achievements from others
Source: My Digital Footprint http://www.mydigitalfootprint.com/

39. Google doesn't want your identity –
it wants the data that gives you identity

40. reputation
reach influence
trigger
(spike)
stable reflection
trust (signal) (pulse) authority
refinement
(wave)
credibility
relevancy
preference

41. Quick one for you as a person…
“Are friends important?”

44. rainbow of trust
untrusting untrusting accept one-way my-way
and stupid and wise authority
dangerous cautious structured simple open
• give up data • selective • likes portal • banking • un-tethered
without thought • privacy protected • mass market • know limits • fashion
• passive • many persona • must work • will explore • no help
• click on anything • thoughtful • simple • follow • discovery
• no firewall • advised • marketing works • will expand • push boundaries
• loss of ID • social lead
• follow and lead
• early and late
• social leads

45. Your Data
In your control
Share your
data to gain
access to the
Don‟t share
volume
data to unlock
effect
private
Out of control
Allow use of
your data to
Share data to access
access the personalisation
multiplier effect

46. The Colourful
Level of
invasion
Lines of Privacy
creepy
private
personal
public
Value of Data

47. Shades of data abuse
acceptable unacceptable
TRAITS
TRAITS
Closed
Open
Secret
Transparent
Unknown
Known
Trusted bliss annoying creepy disturbing unethical Un-trusted
Value destroying
Value add
Fraud/ theft
Engaging

48. Recreation of identity
CREEPY
your content knows about you
unwanted messages
other‟s content recreates
about you Identity
wanted messages
your data personalised
VALUE
Collection Analysis Insights Outcomes

49. @kevinmarks

50. It is all about how it is presented

51. “TRUTH”

52. TRUTH
Hope, Dreams
& Disruption
“wishful thinking”
FICTION FACT
Broadcast
Broadsheet
Reports
Research
Tabloids
What
Internet/
Web CEO‟s
want
INTERPRETATION

53. “Privacy”

54. recklessness courage cowardice
Excess Virtue Deficient

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

56. “towards freedom”
unethical
unethical
immoral
immoral
illegal
illegal
creepy
creepy
“towards control”

57. bonded but not related
Justification of benefits/ Deliver ERC
High Value
Increasing open TRUST RISK
IDENTITY
Increasing closed
PRIVACY SECURITY
High Control
Justification of barriers/ Sell FUD

58. Is there a business model?

59. Pay for enhancement to service (subscription or one off)
1
Trade data for enhancement directly with service provider
2
Trade data for enhancement via a third party (indirect) such as an
3 aggregation party
Pay for services directly (subscription or one off)
4
Trade data for service directly with service provider
5
Trade data for services via a third party (indirect) such as an
6 aggregation party
Pay to protect your identity
7
Enable 3rd party to use and exploit your data to generate Enable 3rd party to use and exploit their data
8 benefits in kind and / or cash for a percentage of revenue to generate benefits in kind and / or cash for
a percentage of revenue

60. 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 data is king.

61. Relevancy to

62. Our granddad’s had 1 profession and job for life
Our parents probably had three jobs
We are likely to have over 10 jobs
Our kids will need several jobs at the same time
Our grandkids will have several professions

63. managed profiles
screenagers do what they want
Someone is quicker
“We” are not the same anymore
Research goes both ways….

64. style
brand standards
What is being said about …
company you
management market

65. blog
Not where but what
sentiment

66. where to post a job? ROI on placement
best time to post a job?
Data can give you… Best Practice
reputation
matched authority
connections
valued identity „a person‟
influence

67. Take Away

68. No-one knows everything

69. Data is two way

70. Influence or influencer

71. Trust Privacy Brand

72. Feedback loops

73. Disruption was free

74. Analysis is complex and expensive

75. Implementation needs partners

76. Thank you
tony@mydigitalfootprint.com