Mindtrek: Useful application of emergent technologies

From ‘The Shallows’ to Full Immersion: Compelling & Useful Technologies Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298

End-of-event slump Image source: http://www.flickr.com/photos/philliecasablanca/3553046233/

Idea in this presentation TECHNOLOGY CHARACTERISED AS ‘SHALLOW’ IMMERSIVE TECHNOLOGY WHICH INSPIRES DEEP THOUGHT AND SOLVES PROBLEMS Now Future

Argument TECHNOLOGY DEVELOPMENT BASED ON EASE OF ACCESS TO INFORMATION AND EACH OTHER TECHNOLOGY DEVELOPMENT BASED ON SOLVING PROBLEMS Image sources: http://www.flickr.com/photos/elvissa/145892913/sizes/o/ http://www.flickr.com/photos/magnetbox/3261773180/sizes/m/in/photostream/

“ Imagine filling a bathtub with a thimble; that’s the challenge involved in moving information from working memory into long-term memory. When we read a book, the information faucet provides a steady drip, which we can control by varying the pace of our reading. Through our single-minded concentration on the text, we can transfer much of the information, thimbleful by thimbleful, into long-term memory and forge the rich associations essential to the creation of knowledge and wisdom. “ On the Net, we face many information faucets, all going full blast. Our little thimble overflows as we rush from tap to tap. We transfer only a small jumble of drops from different faucets, not a continuous, coherent stream.” - Nick Carr - The Shallows, 2010

Image sources: http:// www.leighbureau.com/speaker_documents.asp?view = photograph&id =77 http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell “ (Digital activism) is simply a form of organizing which favors the weak-tie connections that give us access to information over the strong-tie connections that help us persevere in the face of danger. It shifts our energies from organizations that promote strategic and disciplined activity and toward those which promote resilience and adaptability. It makes it easier for activists to express themselves, and harder for that expression to have any impact.” From: ‘Why the revolution will not be tweeted’, Malcolm Gladwell, September 2010, in the New Yorker: http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell?currentPage=all#ixzz10oir0Qkh

Schools of Thought TECHNOLOGICAL DETERMINISM Human behaviour adapts to accommodate technologies SOCIAL DETERMINISM Human behaviour changes the way technologies and politics are developed and adopted Image source: http://www.flickr.com/photos/kalidoskopika/2022600793/

Schools of thought SOCIAL CONSTRUCTIVISM We create technologies as a means of meeting social needs DYNAMIC DETERMINSIM/SOCIO-TECHNOLOGICAL ECOLOGY Human behaviours and technology development are in a co-dependent state, each influences the other Image source: http://www.flickr.com/photos/alosojos/362221506/

Schools of thought ‘ The Shallows’, Nicholas Carr TECHNOLOGICAL DETERMINISM ‘ The revolution will not be tweeted’, Malcolm Gladwell SOCIAL DETERMINISM => REDUCTIVE THINKING Image source: http://www.flickr.com/photos/wadem/2808468566/

Reductive vs Creative PROBLEM PART PART PART PART SOLUTION! Reductive thinking Creative thinking PROBLEM IDEAS IDEAS IDEAS IDEAS IDEAS SOLUTION 1 SOLUTION 2 SOLUTION 3 SOLUTION 4 SOLUTION 5

Reductive vs Creative Image sources: http://www.flickr.com/photos/question_everything/3550641700/ http://www.flickr.com/photos/danzen/291549321/ SHALLOW TECHNOLOGY: Reductive and often trivial IMMERSIVE TECHNOLOGY: Creative, often inspirational

‘Shallow’ technology Twitter Facebook RSS Feeds Popular meme sites Image source: http://icanhascheezburger.com/2008/12/24/funny-pictures-testin-dese-4-u-dey-work-fien/

‘Shallow’ content Games Console: Grand Theft Auto MMPORGs: World of Warcraft Augmented reality: Rock, paper, scissors Tattoo Bikini

The problem with ‘shallow’ Can’t use tattoos and bikinis in business demonstrations Novelty value wears off High cost of production Short commercial life Mentions, interactions don’t necessarily convert to sales Image source: http://www.flickr.com/photos/systemonegang/351609423/

Business Needs SPEED COMPETITIVE INTELLIGENCE SALES Image sources: http://www.flickr.com/photos/fabiovenni/91780334/ http://www.flickr.com/photos/mattcornock/3840181015/ http://www.flickr.com/photos/liewcf/2427194598/

Business needs from technology Image sources: http://www.flickr.com/photos/pointshoot/861932760/ http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/ BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY

Business vs Technology Defamation TripAdvisor facing legal action from 700 hotels for ‘defamatory’ comments made about hotels Copyright violation Nestle tried to prevent Facebook users altering their logos to included a moderated KitKat image, as part of Greenpeace Killer campaign Image source: http://www.flickr.com/photos/ralpe/3750267778/

Disconnect Disconnect between business & tech development is not just about security High VC investment in technology does not guarantee or even incite mass adoption Image source: http://www.flickr.com/photos/mesho/228577023/

Value of ‘shallow’ Brevity Indexing Targeting Mashing simple data for new insights Image source: http://www.flickr.com/photos/fenris117/4529769293/

Brevity vs complexity Complex outcomes can derive from simple data Discover weaknesses/impediments to progress in a system Compare prices of real estate in a specific area Track the progress of goods in a supply chain

Immersive tech attractive to business Augmented Reality (AR) PRODUCT DESIGN AND PLANNING: Testing use and overcoming usability problems SALES: ecommerce and mcommerce catalogue sales TRAINING AND INDUCTION: Creating scenarios for training about dangerous tasks, or induction into large organisations Location based services PROMOTION: Weight watchers donation to charity when checking in at the clinic STORY TELLING: Aggregation of individual responses to location based events (market research as well as advocacy) ‘ Selective Pull Media’ services Using either AR or LBS, offering information based on location and filters as tags.

EMERGENT, IMMERSIVE TECHNOLOGIES

Immersive tech characteristics Available technologies: Virtual reality Augmented reality Location based services Make use of real work or virtual world (or both) Visual interface or timely, location specific content ‘ Naturally’ compelling for play Image source: http://www.flickr.com/photos/hiperia3d/2921667491/

Immersive versus deep IMMERSIVE DOES NOT NECESSARILY MEAN USEFUL OR COMPELLING Image source: http://www.flickr.com/photos/torley/3333937161/

Shallow immersion Promotion and novelty oriented Limited user market High cost, low ROI Little to no business value proposition Image source: http://www.flickr.com/photos/antjeverena/3327157260/

Emergent tech case studies Foursquare (SHALLOW) Freebies for Mayors Discounts for those that check-in Merchandise for check-ins Push advertising on check-in Image source: http://www.wolf-howl.com/socialmedia/foursquare-promotions-spotted/

Emergent tech case studies Foursquare (IMMERSIVE/USEFUL) Workforce tracking Transport/traffic interruptions Announcing availability for appointments Timely reporting on deliveries, availability of services Image source: http://www.flickr.com/photos/europedistrict/4884534393/

Emergent tech case studies Augmented reality (SHALLOW) Face tracking for promotion of console/mobile games Animation of magazines Animation of items in vehicles/inside spaces Images from: http:// www.youtube.com/metaioar

Emergent tech case studies Augmented reality (IMMERSIVE/USEFUL) Information on available rooms in hotels, environments in work spaces, etc Facetracking for hairstyles, glasses, plastic surgery, etc Security identification on corporate premises Image sources: http://www.youtube.com/watch?v=0z_Q3yl4NjM http://www.immersivetech.org/perception/augmented-reality/glasses-direct-uses-augmented-reality-for-a-virtual-mirror/

Emergent tech case studies Games (SHALLOW) Tending a virtual farm Treasure hunt promotion Point scoring wars Image source: http://www.flickr.com/photos/rustyboxcars/4759811213/

Emergent tech case studies Games (IMMERSIVE/USEFUL) Education & training Competitive tenders Induction/drills Scenario mapping Image source: http:// www.routesgame.com/games/?challengeId =5

Problems with immersive tech Device adoption Device literacy Encouraging input Comfort with engaging Quality of data Effective collaboration Image source: http:// en.wikipedia.org/wiki/Smart_phones Research source_ http:// www.gartner.com/it/page.jsp?id =1421013

Inhibitors to collaboration Environment (sensory) – temperature, noise, light, air quality Comfort – furniture, relaxation, food, access to other participants Resources – technology access, technology speed, technology literacy, broadband availability and quality, cost Territory – neutral versus institutional Personnel – quality of participants, willingness to share, generosity in interaction. Image source: http://www.flickr.com/photos/joeshlabotnik/2863524619/

Making immersive attractive SOLVE A PRE-EXISTING PROBLEM ENSURE OUTPUTS GENERATE INSIGHTS AVOID PROMOTION AS AN OUTCOME ENABLE DEEP PARTICIPATION REWARD DEEP THINKING AND ONGOING CONTRIBUTION

Shallows -> immersive thinking ‘ Shallow’ technologies don’t prevent deep thinking Immersive technologies don’t automatically produce deep engagement Challenge is move from shallow outputs to deep engagement Immersive media uniquely positioned to encourage deep engagement Image source: http://www.flickr.com/photos/caswell_tom/4463109682/

It’s not just AR and games Overcome problems with: Power Connectivity Cultural differences Language Style of interaction Usability Proprietary platforms Image source: http://londonist.com/2007/05/free_wifi_in_lo.php

Creative thinking Need to come up with creative applications of emergent media to capture business interest ‘ Because you can’ is reductive thinking Immersive media can inspire ideas Technology and social needs in co-dependent relationship DYNAMIC DETERMINISM Image source: http://www.flickr.com/photos/tasteful_tn/226000168/

BUT… Remember business needs Image sources: http://www.flickr.com/photos/pointshoot/861932760/ http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/ BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY

Challenge For all the technologies presented at Mindtrek, come up with 3 business applications For all technology problems presented here at Mindtrek, come up with 3 different means of collaboratively problem solving SHARE YOUR RESULTS Image source: http://www.flickr.com/photos/3336/96279715/

Questions Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298

Mindtrek: Useful application of emergent technologies

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Mindtrek: Useful application of emergent technologies