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New Media and The Digital Natives – Reading Summary

Born Digital – John Palfrey

If you have any interest in Digital Natives – this 1 hour talk is very informative about what a digital native is, and the godfather of this topic, John Palfrey goes into great detail on his definition and how this generation will change the nature of how we see the internet in the future. It is a population of young people who are will impact they we think, work, and function on a day to day basis.

The Digital Natives are a group of people who are comfortable with sharing their daily lives on the net (ie flick, twitter, facebook) and were exposed to these technologies at a very young age. This population is typically born after 1980, have never known life without a computer, TV without a remote control, and never dialed on a rotary phone (not true since I was born after 1980!).

Presentation by John Palfrey – “As part of the Google D.C. Talks series, and in partnership with Harvard’s Berkman Center for Internet & Society, Professor John Palfrey offers a sociological portrait of “digital natives” — children who were born into and raised in the digital world — with a particular focus on their conceptions of online privacy.”

There are a few points he clarifies in this video  -

  • This is a POPULATION, not a GENERATION
  • Born after 1980 – because this is when the advent of technology began
  • They have access to these technologies
  • 1 billion who have access (number is low due to digital divide)
  • This is not a DUMMY generation – they are very tech savvy.
  • Young people are INTERACTING, but in a different way – remixed, made in a different way.
  • We must teach digital media literacy

We are Digital Natives – Barrett Lyon

“A new class of person has emerged in the online world: Digital Natives. While living in San Francisco, I also live on the Internet. The Internet is now a place: a two dimensional world that has transcended the web; there is no government, and the citizens are Digital Natives.”

Lyon’s main point is that people are no longer citizens of the United States, or France, but also citizens of the internet. There are specialized groups within these digital natives such as game players, hackers, developers, and the social etiquette that is involved is much different than the physical reality we live in.

Some people choose to define themselves by the activities they take part in on the web – such as social online movements – ie Green Movement, Tea/Coffee Party, which are branches from physical political movements, but these started on the net.

“This scares the crap out of Governments all over the world, because they are ill prepared to deal with these situations. To government regimes that are comfortable asserting their control, this concept is terrifying. How do they counteract the changes online and the movements? Do they need to change their politics, defense, propaganda, and warfare?”

This statement displays that some of these online movements do have an affect on how governments think about the web. Many countries have harsh restrictions on what their citizens can view on the net, ie China, Iran, etc.

The Future of The Internet and How to Stop it – Jonathan Zittrain – Short Summary

This title is actually a book that JZ has wrote which is actually available on amazon if anyone would like to purchase. His main point is that collaboration is key in the survival of a productive internet and cites wikipedia as the main example. The first generation of products that have spear headed the internet have been Tivo, Ipods, and Xboxes, which are tethered appliances, meaning they are using net as their connection to their content/databases.

“The Internet’s current trajectory is one of lost opportunity. Its salvation, Zittrain argues, lies in the hands of its millions of users. Drawing on generative technologies like Wikipedia that have so far survived their own successes, this book shows how to develop new technologies and social structures that allow users to work creatively and collaboratively, participate in solutions, and become true ‘netizens.’

U by Kotex Conclusion

Here’s my concluding post – and, it’s shorter this time!

Mobile Donations – Concluding Post

1. Please text MONKEY to 89183 for a brief summary via 3 Text Messages to your mobile phone!


2. Listen to the podcast and view the accompanied slides.


Mobile Active Org

American Red Cross – Mobile Giving Program

US Mobile Carriers

Mobile Giving Foundation

Why are tampon ads so obnoxious?

That’s what Kotex wants to know.  In this travelogue I decided to ditch the movie format and go for podcast/slides.  While I did have fun learning a new program and working on the movie for last week, I felt – and several of you commented – that the movie didn’t actually contain very much information.  So, I tried again with a different rich media.  Your feedback is welcome!

Travelogue 4 from Alexandra Cale on Vimeo.

Marketing/Education in Kotex Advertising

Here’s my video!  I’m still an iMovie novice so I think some of my pans and transitions can be refined further.  Plus I feel like I have a lot of content that I just don’t know how to illustrate visually well yet – if I were writing this as a paper I think it would make more sense!  Suggestions on the video and the content are very welcome.

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We’ve talked about porn, now let’s talk about periods

Please enable Javascript and Flash to view this Blip.tv video.

God Help Me – I’ve Joined the Tea Party!!!

Tea Party Time!

I wanted to try something I had NO IDEA about. I’ve been hearing about this political movement on the news, and I don’t follow much of what is happening politically in the United States, and I felt that I should dive into a foreign topic to challenge myself. Hopefully I won’t be taken away by the current…!!

So what are these TEA PARTY people as I call them! If I have to learn about them, you might as well too! So here is a quick summary on their founding values that you can fight on their site – I have shortened them a bit (they are pretty patriotic)

Fiscal Responsibility: Fiscal Responsibility by government honors and respects the freedom of the individual to spend the money that is the fruit of their own labor. A constitutionally limited government, designed to protect the blessings of liberty, must be fiscally responsible or it must subject its citizenry to high levels of taxation that unjustly restrict the liberty our Constitution was designed to protect.

Constitutionally Limited Government: We, the members of The Tea Party Patriots, are inspired by our founding documents and regard the Constitution of the United States to be the supreme law of the land.

Free Markets: A free market is the economic consequence of personal liberty. The founders believed that personal and economic freedom were indivisible, as do we.

From what I’ve learned so far, the Tea Party, wants to revert back to the core values in the American Constitution. One of the main issues the Tea Party has been avidly against is the bailout of banks by the US government and the intertwining of governments and markets.

So where am I starting my travel?

1. I logged into my twitter – and searched #teaparty – they are currently in my saved searches so I can keep myself updated on news, etc.

I am also following TPPatriots on twitter.

2. I sign up at the Tea Party official site. Once you sign up – they ask you if you have ever been to a tea party event – I stated no. Then they proceed to ask if you what role you would like to take.

3. Next to each job title – there is an amount of hours. I’ve decided to be a “Family and Friend’s Coordinator”

Friends and Family Coordinator
Description Will contact my friends and family. Will share our thoughts and ideas and encourage them to participate.
- Anticipated Work Level: Easy
- Estimated Weekly Hours: 2-5

Here is a video of the actual sign up process I had to go through: ** the video may still be processing through youtube if it states it is unavailable – it will be up soon enough**

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Facebook Business Travelogue Concluding Post: Deeper Dive into Social Media Marketing

So my second travelogue originally began as a way to explore into how Facebook is generating revenue and where their advertising money is coming from. However, somewhere midway through my journey, I landed on a destination somewhat more interesting for both me and the class. Last week, this deviation from my planned route landed us on how businesses and advertisers use Facebook fan pages to engaging with customers and forming brand images in more efficient manner than traditional print or TV advertisements. Specifically, I gave Victoria’s Secret Pink and Sears as two examples of good uses of Facebook fan pages.

This week I will attempt to conclude my second travelogue with deeper dive into how companies should be and is using social media in general (not only Facebook fan pages) to monitor their brand image and promote their wanted brand images. (By the way that image is a book by Shiv Singh, who is the VP & Global Social Media Lead at my company. Incredibly smart guy, but I haven’t got a chance to actually read that book). First let’s take a look at more examples of good uses of Facebook fan pages. Although somewhat outdated Callan Green takes a look into five cases studies of successful uses of Facebook fan pages to drive engagement from consumers.

Green points out Pringles, Coca Cola, Starbucks, Adidas, and Red Bull as five examples of excellent use of Facebook fan pages. Of course, these are not the only companies with successful uses of fan pages, but examining Green’s reasoning behind pointing these five out specifically reveal what makes a Facebook fan pages an effective one. I summarize some key points:

1) Facebook fan pages should first and foremost generate user participations.
All of the Facebook fan pages mentioned by Green is effective in driving users to participate actively through posts or views. This may get even more apparent with some new development by Facebook. According to Shiv Singh, Facebook may be close to implementing an ability to showcase impressions and clicks. This information could be immensely useful for companies and advertisers. You can now measure and gain insights into user participation and engagement not only through posts, but also by number of impressions it served and number of clicks on that post. In other words, in the near future companies may be to more effectively know indirect user participation and engagement.

2) Integrate “varied, fun, and interesting” content that can be easily shared by users to their friends.
The big advantage Facebook fan pages have over other social media is that it can aggregate rich content advertising in addition to user participation. For instance, Starbucks fan page include not only videos and photos of Starbucks products, but general info about coffee. Adidas fan page includes several video ads that can be easily shared with other friends to promote viral marketing. Red Bull fan page has a twitter update of all the athletes it sponsors, brining in additional content element to give users and fans more holistic experience through the fan page.

3) Utilize Facebook fan pages to drive more on-line or off-line product sales or to promote off-line marketing events.
Finally as we discussed last week, companies can include coupons and promote off-line events (such as parties, pop-up stores or flash-mob like events) to create synergy between “branding” and off-line activities, or between “branding” and actual sales. This type of effort might see some evolution and revolution in the near future as Facebook might implement e-commerce on fan pages.

While utilizing Facebook fan pages are effective in user engagement and viral marketing, companies should not remain confined by Facebook. Indeed more recently they have been keeping up with Joneses through the twitter channel as well. Let’s examine the fashion industry for an example. Hitha Prabhakar looks into how the fashion industry is adopting social media into their branding and marketing plans. Shiv Singh is quoted in the article saying, “Brands are learning how to humanize without killing their mystique…You look at brands like Chanel, who have pushed designer Karl Largerfeld into the social media sphere to further connect with their customers, or Victoria’s Secret, who has 2.63 million fans on Facebook and 1.7 million for Pink — you are able to see how these brands are able to connect with their customers and monetize on it through awareness, loyalty and engagement.” In fact, according to the article, since Diane von Furstenberg got more engaged in the social media realm last year, it has seen its online traffic increase by 13%. As shown by this example, having more “engagement” with the consumers on a more eye-to-eye level through social media does help immensely in driving up interest, and ultimately product purchases.

Within the Prabhakar’s article, the CEO of Jones Apparel Group, Wesley R. Card, is quoted in saying “As a chief executive, you want to think that you have complete control over what is being said about you or your company, and you want to make sure what you are saying isn’t getting misconstrued. Even though I know we need to embrace it as a corporation, I am a little apprehensive.” I would like to close by travelogue by taking a quick dive at addressing this statement and what the social media marketing is moving towards now to address this statement raised by Card. Whether Wesley Card wants accept it or not, his company’s products are still going to be discussed on-line. The fact that he feels apprehensive shows that he is very much behind. Even if Jones Apparel Group does not engage in social media marketing, that does not mean people won’t talk about Jones New York, Nine West, or Anne Klein (some of the brands owned by Jones Apparel Group). He needs to accept this fact and learn how to gain “control over what is being said about you or your company”. Yes, it is true that you won’t have complete control, but you can influence and help shape this landscape in your favor.

Radian6 is one of the larger social media marketing firms. In their introductory video, they state “You need to know how your brand is being discussed online. And you need to deliver and act on those insights with your company.” They continue on to explain that through their monitoring platform you will gain ability to “know who is talking about you, what they are saying, who the influential voices are in your industry, and where your community is hanging out on-line….Listening is just the beginning. Businesses need to engage with their communities….Radian6 helps you understand the landscape of social media, where your brand fits in, and how you can evaluate and benchmark the impact of your work. We scan millions of posts from main stream on-line news to blogs, forums, videos, and comments, social networks, and micro-media.” What Radian6 claims to do, and is capable of doing is where the industry is heading. They are capable of knowing where specific brands are talked about in positive or negative or even neutral manners. In fact, aforementioned Shiv Singh developed a SIM (Social Influence Marketing) score to come up with a measurement of how your company or brand is talked about on-line. As Radian6 video explains, the industry is also now moving to identify and target key influential voices, and are able to find out share of voices the brand has as well. None of this is exact science right now in terms of analysis. There are way way way too much information available, and not enough scientific ways to interpret these data yet. However, in the near future, social media marketing may become a norm and a standard much like search advertising or display banner advertising.

MySpace and FB – Who has the better layout? Why? 2/7

February 7, 2010

Today I would like to discuss the difference in layouts between MySpace and Facebook.

What I have I have learned about this new media environment, or “SNS” Social Networking Site is that the design or “layout” is very crucial to acquiring specific types of users.

First I would like to analyse the Facebook layout – I found a very helpful image as you can see below. Due to the terms and conditions of Facebook, you MUST have a profile photo (or else they will pester you to upload on) and it must be  a photo of you, and not a Doppleganger :) The user has the following abilities on Facebook:

  1. Update their status
  2. Upload a current photo
  3. Apply for network membership (location – which they plan to remove)

I also found a site that outlines the limitations to Facebook, click here for more info.

MySpace layout is a bit more complicated but their is good reason for this. I personally don’t find the design to be very appealing because it is cluttered on their home page.

Clay Shirky brings up a great point during his lecture, “Here Comes Everybody: The Power of Organizing Without Organizations, “

His example of Bronze Beta and the simplistic design of it was successful. Also, because the group, had a collective nature, it was held together by the affection for one another. The saavy mood of no design, it wasn’t about the technology, it was about the content, more features would have been a distraction.

But as for the user  in “MYSPACE” themselves, users have the ability to express themselves by implementing code and changing their background images, adding music, basically implementing their own personal feel and personality into their pages. It is a great tool for those who don’t have the knowledge to build their own website and use the social networking site to express themselves.

The MySpace Profiles has the following:

  1. Friends
  2. Profile Picture
  3. Age
  4. Date of Last Login
  5. Mood
  6. Online or Not

A lot of celebrities, more specifically artists in the music industry promote themselves on MySpace due to the creative freedom the site provides. Several celebrities also have fan pages on Facebook, but find the limitations to the layout restrict their expression they want to broadcast to their fans. Facebook is a great communication tool in order to actually speak to those who you thought would never gain a chance to. MySpace allows users to connect creatively with their favorite artists. By posting things on their pages other than text…

  • Your Friends List, and the posts made by your friends and photo albums. You have the ability to control what is being seen by certain groups of people. You would be surprised to find how many cyberstalkers or lurkers are ou their roaming through your page. danah boyd actually put this into perspective for me by stating
  • “Abstract While it is common to face strangers in public life, our eyes provide a good sense of who can overhear our expressions. In mediated publics, not only are lurkers invisible, but persistence, searchability, and replicability introduce audiences that were never present at the time when the expression was created.

    I was wondering if any of the classmates had any input as to what type of questions could be asked as far as this topic is concerned or should I travel onto another platform – or relate these SNSes to issues that have erupted in the news (ie: use of facebook profiles in trials, twitter activity, etc.. Any constructive criticism, will be greatly appreciated.

  • Schoolyard Foursquare or an Elusive Treasure Hunt? Oh, What to do?

    GPS Satellite

    Ten years ago, on May 1, 2000, the ability to track one’s self was revolutionized when the government had the feature Selective Availability removed from the Global Positioning System (better known as GPS). This gave normal civilians the ability to use GPS more accurately to determine their position in relation to a specific destination.

    With the Internet continually becoming more ingrained in our everyday lives, the use of GPS is again being revolutionized and changed. Today, GPS is used for many different things, including determining turn by turn directions, researching the exact longitudinal and latitudinal degrees an individual is currently standing at, to play games, for government purposes, and even for marketing purposes.

    There are many issues that can be discussed concerning privacy, the use of GPS, and the Internet. But, I have two specific topics in mind to consider for my next “travel destination,” both being real time location-based services/games. I am hoping for your help in determining which destination I should choose! The two destinations up for consideration are Foursquare and Geocaching.

    iPhone App

    The objective of Foursquare is  to give the player a new way of exploring their city by “checking in” at different locations using text messages or a device specific application. Users are then awarded points and badges for logging their destinations. I can see many issues arising with this site concerning marketers and the users’ privacy. It would be interesting to explore and research just where all of the location information stored in this game goes to, as well as the possible future implications of it.

    My favorite explanation of geocaching is: modern day pirate treasure hunting. The objective is to use a handheld GPS device to hide and seek containers (with “treasure” inside) anywhere around the world. There are a handful of geocaching social networking sites where people log caches (the containers) that they’ve found and clues to those that they’ve personally hidden. I haven’t heard of any geocachers complaining about privacy issues, as it is a tight-knit community where a lot of trust is involved. But, it would be interesting to experiment with the game and see if I find any such issues. If I were to explore this topic, I’d use www.geocaching.com as my social networking site of choice, as it is the self-named “Official Global Cache Hunt Site” and the largest geocaching site.

    What are your thoughts? Which GPS-related social networking site/game should I explore for the next few weeks?