The document is a presentation on internet culture and social media by Martin Sønderlev Christensen. It discusses how internet culture has evolved from being separate from real world culture to now being culture with the rise of social media. It notes that social media is no longer optional for organizations and they must adapt to the new cultural paradigm shaped by social technologies and user participation. It emphasizes that organizations should focus not just on social media but on learning from the principles of openness and collaboration that drive social media.

1. Internet Culture and
social media
Presentation | IC ICSM20 Internet Cultures and Social Media
Martin Sønderlev Christensen, PhD
Managing Partner Socialsquare
martin@socialsquare.dk
Twitter @nowuseit

2. Martin Sønderlev Christensen
Managing Partner
Conceptual, strategic and
creative direction
PhD Social Computing,
IT University of Copenhagen
External Lekcor @ The IT University of Copenhagen
Censor at media- and informations science
Twitter: @nowuseit

3. Socialsquare is a leading social agency adding value to
companies by making participation happen.
We do strategies, concepts and social design.
We do insight, audits and reviews
We also build, educate and execute.
seriously social since 2005

4. Social media strategies
Community building
Citizen involvement
Userled innovation
Social enterprise
Social mobile apps

6. We work with
Social design People
Platforms Process

7. Today’s message:
before social media:
Internet culture vs. real world culture
now with social media:
Internet = culture

9. Vague, but exiting!

10. It’s getting real
and it’s getting powerful!

11. (Image: Reuters)

14. 14

17. 17

19. 19

20. 20

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23. 23

24. 24

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32

33. 33

35. 35
http://www.flickr.com/photos/sharky_rol/1213066131/sizes/o/

36. 36

38. Brugere
Mis-brugere
Med-brugere
Med-skabere
Produsage
38

39. 39

41. 41

42. Paradigm Convergens
-> <-
NETWORK SOCIETY NETWORKED PEOPLE
Social
20. århundrede 21. århundrede
TECHNICAL PARADIGM CULTURAL PARADIGM

43. Why is this important to
organizations!?

44. ...the world is becoming too fast, too
complex and too networked for any
company to have all the answers
inside.
Yochai Benkler.
Yale University
from The Wealth of Networks

45. EXTERNAL
INTERNAL

46. EXTERNAL
INTERNAL

47. Social is no longer
something you
choose!!!

48. Either you get
dragged into it...

49. ... or you choose
to jump.
http://www.zootpatrol.com/wp-content/uploads/2010/11/stagedive.jpg

50. It’s culture, alright.
So get cultural.

51. The indian kitchen is designed for social organizing

52. Eventually...
Everything that can be digital will
be digital.
So..
If it is digital it can be social!

53. The price for being social digitally
is dropped to zero...
That makes a hugh difference

54. Loooong tail
high
Value
Cost
Low
Information

55. Loooong tail
High
Value
Cost
Low
Information

56. Loooong tail
High
Value
low cost
information

57. The prize for not being social has
become very high

58. Transparency and openness is no
longer something you can choose.

60. Either you have a strategy, or you
become part of someone else
strategy

61. ... It might even be unintended.

62. How want’s to print a FREE
encyclopedia?

64. Institutionalized organizations and
business don’t change because they
want to, but because they must!!

65. Social media is often interchanged
with general societal change!

66. Generation Y is getting one day
older each day.

68. production
distribution
consumption

69. everywhere
all the time
production everybody
distribution
consumption

70. 19

71. Trebor Scholz http://collectivate.net

74. Quality vs. Scalability
Scalability is the new quality

75. The tools are now better outside the
organization, than inside the
organization.
That’s really big...

76. 71% agree that it is easier to locate
"knowledge" on the
web than to find it within their
internal systems.
AIIM Industry Watch Collaboration and
Enterprise 2.0, 2009

79. Work vs. Co-Work

80. If you look five years
out, every industry
is going to be
rethought in a social
way, You can remake
whole industries.
That’s the big thing.”
http://www.ft.com/cms/s/2/57933bb8-
fcd9-11df-
ae2d-00144feab49a.html#ixzz18HJBsEb
h

81. FACEBOOK
500 Million active users
50% log on each day
35 Million updates everyday
3 Billion photos and videos uploaded each month
3,5 Million events created each month
20 Million people becomes fans of Pages each day
Avarge user has 130 freinds

82. By volume alone...
Facebook is rethinking
media, democratizy,
empowerment, organizations,
business, privacy, identity ... and ...
whatever!

83. Some say it’s making us more
stupid.

84. They say that at lot...

85. ... we do stupid things!
85

86. but not because of
social media

87. social media is
an amplifier

88. offline dating did not
go away because of
online dating

89. ... it became massive!
making dating easier
and more effective

90. social media is not only a
media or a technology.
moreover it’s a culture
on top of a culture...
with a powerful platform

91. Any culture is and will be amplified
by the social web

92. where are we at...

96. Sharing with a
few

97. niche
communities

98. passion is king

99. Social objects?

100. Criiiiaaaouwd
100

101. Flickrowd
101

102. 102

103. 400.000 registered users

104. ikearowd
104

105. Growd
105

106. 106

107. 107

110. 110

113. People build their own culture...
What does this mean for business

117. Expectations are high
see more at http://socialsemantic.eu/

118. Investments are still low

119. Knowledge is weak

120. Sporadic, no planning or
responsibility

121. Run by few people

122. why is that...?

123. Corporations tend to focus more
on the media prior to the social

124. social media is seen as
communication and marketing
primarily

125. Well...

126. Just another Channel?

127. Openness and transperency doesn’t
sit well in communication or in
marketing department.

128. Work vs. Communication
->
Work as Communicaiton

129. Everyone works
Everyone communicate

130. The tools communicate for us

131. Social = productivity
new ways to work,
collaborate, innovate,
organise etc.

132. the biggest challenge for 21.
century organizations is the
organization

133. this means... we shall not only
engage in social media...

134. ...rather we should ask
what can we adapt and learn from
the social internet?

135. The organization on the internet
->
The internet into the organizationen

136. organization

137. organizing

138. Good enough is perfect

139. Simple beats complex

140. 140

141. # @ rt <- wtf?

144. 144

146. The social organization must
CO-CREATE
COLLABORATE
CONVERSATION
SHARE

147. New forms of work and production

148. Crowdsourcing som ren forretning

149. “Deloitte got 1500 taglines in
last 24 hours using Yammer.”
Deloitte leveraged the power of its
collective employee base to gather
taglines for a campaign and unlock
hidden value in its organization.
Deloitte saved time and money by not
having to hire an outside advertising
firm.
Employees felt engaged and built team
camaraderie through collaboration.
Different departments discussed
similar topics, but surfaced and shared
different ideas.
­­
Peter Williams,
CEO of Deloitte
Digital AU

150. 150

151. 151

152. 152

157. We work with thousands of innovators
around the world. In fact, more than 50
percent of our product initiatives involve
significant collaboration with innovators
outside of P&G.
Bruce Brown
CTO, Proctor & Gamble

158. Peer production is about more than sitting
down and having a nice conversation... It's
about harnessing a new mode of
production to take innovation and wealth
creation to new levels.
– Eric Schmidt, Google CEO talks
crowdsourcing in Don Tapscott’s Wikinomics,
2007

160. Our customers don’t buy a car – they buy an
ownership experience

161. What does it take...

162. Be strategical...

163. Leaders must put social on the
agenda.
Understand and encourage.

164. Learn it, love it or live with it!

165. Social needs to solve a problem or
cover existing needs.

166. Cultural change. Open must be
default and sharing should be
possible

167. It have to be bottom-up driven
with support from the
management

168. It needs to create value!

169. Supported by Guidelines,
governance and rules of
engagement.

170. It need to be on the budget.

171. You need to experiment, learn and
iterate.

172. Competences and education

173. Don’t call it social media!

174. Call it what it is..!
Collaboration, conversation,
knowledge sharing etc.

175. and remember...

176. Guns don't kill people, people do.

177. Social media don't make
organizations social, people do.
By Thom Shannon

178. socialsquare.dk
-> whitepapers

179. Thanks!
Martin Sønderlev Christensen
martin@socialsquare.dk
3119 1769
Twitter @nowuseit