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The Social Era

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Dalla rete dei ragni all'inconsapevolezza dei pesci: i social media sono umani, molto umani ed è all'uomo che dobbiamo prestare attenzione quando li usiamo per comunicare.

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The Social Era

  1. 1. 21.10.2013 THE SOCIAL ERA AEGISCAMP - MAFE DE BAGGIS
  2. 2. "VEDEVA IL MONDO SECONDO UNA PROSPETTIVA ORIZZONTALE, NON PIÙ VERTICALE COME LE PAREVA DI RICORDARE QUELLA DELL'UOMO" EUGENIO MONTALE, CLIZIA A FOGGIA
  3. 3. THIS IS WATER
  4. 4. “UNA COSA DI CUI I PESCI NON SANNO ASSOLUTAMENTE NIENTE È L’ACQUA” MARSHALL MCLUHAN
  5. 5. Copyright foto: thedubaiaquarium.com
  6. 6. La rete del twitterstorm #lote13
  7. 7. UNO SCRITTORE DEVE SIMULTANEAMENTE NUOTARE NEL FIUME E SEDERE SULLA RIVA A GUARDARLO SCORRERE. NGUGI WA THIONG'O
  8. 8. IP WEB COMPUTER TESTI L’Internet Protocol mette in rete i Il web prima e i blog poi permettono ai computer del mondo: ognuno per sé, testi di parlare tra di loro: l’ipertesto tutti collegati esplicita i legami del sapere e del pensare C’è una forte omogeneità di conoscenze, pratiche e linguaggi necessaria per “usare” Internet. (1969/1990) Le community aumentano, ma resta forte la sensazione di far parte di un’unica controcultura. (1991/2004) SOCIAL PERSONE Internet è sempre stata una rete di persone: prima erano dietro le quinte, adesso sono sul palcoscenico Ogni persona vive, costruisce e frequenta il suo Internet, diverso da quello degli altri. (dal 2004 a oggi)
  9. 9. AND THEN THERE IS “SOCIAL,” A SILICON VALLEY SHORTHAND TERM FOR “SHARING DIGITAL INFORMATION” THAT BEARS LITTLE RESEMBLANCE TO THE WORD “SOCIAL” AS WE’VE TRADITIONALLY USED IT. WHITNEY ERIN BOESEL & NATHAN JURGENSON
  10. 10. Without social there simply is no Social. Said differently, all Social is social, but not all social is Social. WHITNEY ERIN BOESEL & NATHAN JURGENSON
  11. 11. QUESTA È L’ERA DELLE PERSONE, NON DELLA TECNOLOGIA.
  12. 12. Bisogni( Strumen1( Linguaggio( tech Know(how( Luoghi(
  13. 13. Bisogni( Strumen1( Linguaggio( X tech Know(how( Luoghi(
  14. 14. Bisogni( Strumen1( Linguaggio( people Know(how( Luoghi(
  15. 15. il sottoscritto essendosi sono confident per la delivery condividilo sui social IL LINGUAGGIO TECH PEOPLE Un tempo dominava il linguaggio della burocrazia, poi quello delle aziende, adesso quello della tecnologia. Non esiste un linguaggio di Internet, esistono i linguaggi delle persone che la vivono. Le parole sono la tecnologia più potente che abbiamo per individuare e attivare community, per coinvolgere e invitare alla partecipazione, per interessare, avvicinare o - se sbagliamo - respingere. Le parole identificano un'azienda quasi più del suo logo: trovare le nostre è il primo obiettivo.
  16. 16. IL KNOW HOW TECH PEOPLE Il know how tecnologico cambia in continuazione e ti costringe a continui aggiornamenti. Il know how sociale cambia raramente e ti richiede soprattutto attenzione ed empatia. Le dinamiche umane di gestione delle (online) community sono sempre le stesse: le funzionalità aumentano, i comportamenti restano gli stessi. In una logica tecnodeterminista ogni cambiamento tecnologico impone di ripartire da zero e ci condanna all’obsolescenza.
  17. 17. I LUOGHI TECH PEOPLE Dal punto di vista della tecnologia Internet vive dentro i computer, che siano desktop, mobili o nascosti negli oggetti. Internet è ovunque, non in un mondo parallelo chiamato “online”. Un tempo Internet era un luogo e una cultura a sé, oggi non più. Internet oggi ha un impatto anche sulla vita di chi non lo usa. Non esiste un altro mondo “online”: la vita è una, le persone sono le stesse, le aziende e i prodotti pure.
  18. 18. I BISOGNI TECH PEOPLE Per i tecnodeterministi i social media creano nuovi bisogni e nuovi comportamenti. Internet e i social media sono come il Luminol: non creano il sangue, ma lo rendono visibile. Progettare esperienze sociali partendo dalla tecnologia e non dall’umanità produce esperienze condannate a essere ignorate o irrilevanti. I media digitali sono la prima grande occasione per gli uomini di vedere come si comportano gli altri: da qui possiamo ripartire per migliorare.
  19. 19. GLI STRUMENTI TECH PEOPLE browser, forum, newsgroup, mailing list, ftp, wap, m-site, blog. vlog, social network, microblogging, mmorpg, podcast (facebook secondlife ask.fm?) parole racconti narrazioni giochi scambi emozioni soluzioni etc etc
  20. 20. GLI ERRORI 7 ERRORI DA EVITARE (E DA RICONOSCERE)
  21. 21. GLI ERRORI 1 CAPIRE SENZA COMPRENDERE
  22. 22. GLI ERRORI 2 RAGIONARE IN TERMINI DI CAMBIAMENTO E NON DI EVOLUZIONE
  23. 23. GLI ERRORI 3 VEDERE GLI ALBERI E NON LA FORESTA
  24. 24. GLI ERRORI 4 PROGETTARE PER I RAGNI DIMENTICANDO I PESCI
  25. 25. GLI ERRORI 5 VEDERE ONLINE E OFFLINE COME MONDI PARALLELI E ALTERNATIVI
  26. 26. GLI ERRORI 6 LAVORARE CONTRO I CLIENTI E NON INSIEME A LORO
  27. 27. GLI ERRORI 7 TRADURRE SOCIAL CON CAZZEGGIO
  28. 28. relazione conversazione partecipazione narrazione collaborazione co-creazione gioco GLI ERRORI 7 TRADURRE SOCIAL CON CAZZEGGIO
  29. 29. WORLD WIDE WE Affrontare l’era dei social media partendo dalle persone e non dalle tecnologie ci permette di: • creare un ponte tra aziende e clienti • individuare e proporre prodotti e servizi realmente desiderati • lasciare il palcoscenico agli utilizzatori dei prodotti per dare vita a una narrazione multiautore e multitrama • aiutare i nostri clienti - le aziende - a comunicare in modo da indirizzare l’evoluzione e non subirla
  30. 30. GRAZIE :-)

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