presentation about digital marketing

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

3. Stand Up

6. Internet and beliefs

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

9. Symbiotic Relationships
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

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

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

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

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

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

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

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

18. 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!

19. Digital Footprints are what you
say about yourself, what others say
about you and what data says
about you ! 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

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

21. 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.

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

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

24. Realise
your ability
to annoy
everyone

25. 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.

26. 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.

27. Cheating is harder

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

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

30. Control is not in
your hands.

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

32. are easy to sell

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

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

35. Trust is the new king‟s advisor
– content still wears the
trousers.

36. Free is not free -
Engagement, Rel
ationship and
Conversation
have a price.

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

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

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

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

41. 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.

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

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

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

45. 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

46. NO
SOCIAL CONVERSATION,
RELATIONSHIP OR
ENGAGEMENT; UNLESS
YOU SELL YOUR PRIVACY
AND OBEY THE NEW
DIGITAL RULES

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

48. Value between creation and consumption
Creation/ Publish Consumption
Relevance
Blog Voting Screens of life
Index
Wiki shared
Private Tags
Personal Public
Journal Search
Collaboration Private
Public ID
Book personal
Secret
Footprint Fixed
Paper
Verification Carried
TV Attention Carry
Movie Payment
Location Carry communicate
Music
Carry informational
‘Portability’
Content management UI, navigation
DRM tools Service, storage, backup
Ad engines

49. digital footprints – context
public/
private
black hole
identity privacy
of debate
Proof of who I am
– Driving licence Control/ setting
– Bank details Emotional
– Credit history
– Social security
digital Preference
– Certification footprint Status
Regulated and institution Regulation
controlled Collection, store, analysis and Law
value created from digital data
from mobile, web and TV

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

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

52. Having an identity does not create value

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

54. 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

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

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

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

58. 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

59. @kevinmarks

60. It is all about how it is presented

61. It is all about how it is presented

63. Quick word about “TRUTH”

64. TRUTH
Hope, Dreams
& wishful thinking
VOID
FICTION FACT
Broadcast
Broadsheet
Reports
Research
Tabloids
What
Internet/
Web CEO’s
want
INTERPRETATION

65. Wrong model !

66. recklessness courage cowardice
Excess Virtue Deficient

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

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

69. Who owns the digital you?
LinkedIn Poll

70. Model I own my Data I Give up my Data
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
3 an 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 Enable 3rd party to use and exploit
8 your data to generate benefits in
kind and / or cash for a percentage
their data to generate benefits in
kind and / or cash for a percentage
of revenue
of revenue

71. Question for you?

72. Are you brave enough to stand alone?

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

74. 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

75. take away‟s

76. While you think about your response

77. Don‟t assume

78. Trust could be the problem

79. Do you know the influencer

80. Market is completely open

81. It is about owning feedback

82. Strategy is complex and expensive

83. 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.

84. Thank you
tony@mydigitalfootprint.com