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					                    Converging Technologies:
                       The Perfect Storm


                                                    Joanne Jacobs
                                                Social Media Consultant

                                                          NATO 24/7: Defining a
                                                          Digital Media Strategy
                                                          1 March 2011, Belgium

                                                         NATO 24/7 Defining a Digital Media Strategy, March 2011

Image source: http://www.flickr.com/photos/ooocha/2705333658 /
Scope of the presentation
   Convergence: variations and scope
   State of the Network: technologies, infrastructure and
    content trends
   Capitalization on emergent technologies
   Strategy development
   Questions




                    NATO 24/7 Defining a Digital Media Strategy, March 2011
WHAT’S CONVERGING?




    NATO 24/7 Defining a Digital Media Strategy, March 2011
Convergence
• Wired vs wireless
• Private vs public
• Entertainment vs information
• Government controlled vs
  control resistant
• Individual vs collaborative
  media consumption
• Unique media product vs
  multiple media product
  consumption
                                                                Image source:
                                                                http://www.flickr.com/photos/pagedooley/3032068934/


                  NATO 24/7 Defining a Digital Media Strategy, March 2011
Wired v Wireless




Image source: http://www.flickr.com/photos/thristian/141645528/               Image source: http://www.flickr.com/photos/garryknight/4844271836/




                                                NATO 24/7 Defining a Digital Media Strategy, March 2011
Private v Public




TRADITIONALLY PUBLIC                                                              TRADITIONALLY
OR PRIVATE MONOPOLY                                                                  PRIVATE
                               TRADITIONAL MIX OF
                               PUBLIC AND PRIVATE

 PRIVATISED &            INCREASING PAY                                           INCREASINGLY
  REGULATED             PER VIEW CONTENT                                         CONCENTRATED
                       NATO 24/7 Defining a Digital Media Strategy, March 2011
Entertainment v Information




Image source: http://www.flickr.com/photos/el3enawe/328141697/            Image source: http://www.flickr.com/photos/kevin-prichard/2562090457   /




                                             NATO 24/7 Defining a Digital Media Strategy, March 2011
Govt Control v Control Resistance




                                                              Image source: Wikimedia Commons



           NATO 24/7 Defining a Digital Media Strategy, March 2011
  Individual v Collaboration




Image source: http://www.flickr.com/photos/meddygarnet/4182588486/                  Image source: http://www.flickr.com/photos/makelessnoise/2827958609/




                                                   NATO 24/7 Defining a Digital Media Strategy, March 2011
Focused view v Multitasking




Image source: http://www.flickr.com/photos/johannesfreund/2320330661/        Image source: http://www.flickr.com/photos/rhodes/2591964489/




                                               NATO 24/7 Defining a Digital Media Strategy, March 2011
Convergence: Implications
• Increasing oligopolisation
  of communications and
  content industries
• Decreasing means of
  state or diplomatic control
• Increasing appetite for
  variety and portability of
  content consumption
• Rise of social media for                            Image source: http://www.flickr.com/photos/stvheld/4463862500/


  business and personal
  communication
                   NATO 24/7 Defining a Digital Media Strategy, March 2011
STATE OF THE NETWORK




    NATO 24/7 Defining a Digital Media Strategy, March 2011
 State of the Network: Users
• 1.2 billion internet users in the
  world at 30 June 2010 – 28.7%
  of world population (Internet
  World Stats)
• 22% of all time spent online is
  in social networks (Nielsen)
• Fastest growing user group of
  social media are seniors (Pew
  Internet)
• Facebook most visited site
  online in 2010 (Experian
  Hitwise)                                                          Image source: http://www.flickr.com/photos/liebedich/3679711527/




                        NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Blogosphere




       SOURCE: Technorati State of the Blogosphere Report, November 2010
       http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/




                           NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Twittersphere




                                                                     SOURCE: Twitter stats for 2010, Sysomos:
                                                                     http://www.sysomos.com/insidetwitter/twitter-stats-
                                                                     2010/




           NATO 24/7 Defining a Digital Media Strategy, March 2011
Facebook by country




      SOURCE: Top countries on Facebook, August 2010:
      http://royal.pingdom.com/2010/08/12/the-top-countries-on-facebook-chart/

                          NATO 24/7 Defining a Digital Media Strategy, March 2011
       Facebook as a country




SOURCE: Brian Solis, Facebook Connects
500 Million people, July 2010
                                                                                                           /
http://www.briansolis.com/2010/07/facebook-connects-500-million-people-defining-a-new-era-of-digital-society
                                                           NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Users (Mobile)

                                                         • Mobile social networking
                                                           has grown at least 10%
                                                           globally in past year (TNS
                                                           Worldwide, Comscore)
                                                         • 80% of western world and
                                                           20% of developing world
                                                           will have smartphones by
                                                           2014 (Gartner)
• Mobile app store revenues will                         • Social media to become
  hit US$15billion in 2011                                 more popular use of mobile
  (Gartner via Techcrunch)                                 than voice and SMS by
                                                           2015 (mobileSQUARED)


                     NATO 24/7 Defining a Digital Media Strategy, March 2011
   State of the Network: Infrastructure
                                                                                • 10 times mobile network
                                                                                  bandwidth increase for 2011
                                                                                  (IDC)
                                                                                • SONET/Synchronous Digital
                                                                                  Hierarchy technology with
                                                                                  virtual concatenation (VCAT)
                                                                                  and link capacity adjustment
                                                                                  (LCAS) as standard
                                                                                  communications protocol for
                                                                                  wired networks
                                                                                  (replacing PDH)
                                                                                • Satellite technology
                                                                                  increasingly being used when
Image source: http://www.flickr.com/photos/mrpbps/5225685355/
                                                                                  wired and mobile networks
                                                                                  disrupted (Eg: Iran, Egypt)

                                                    NATO 24/7 Defining a Digital Media Strategy, March 2011
Smartphone adoption




                 SOURCE: ComScore Mobile Year in Review 2010
                 http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review


          NATO 24/7 Defining a Digital Media Strategy, March 2011
Egypt internet access




                                              SOURCE: Arbor Networks tracking of Egypt internet traffic, January 27,
                                              2011: http://farm6.static.flickr.com/5291/5395027368_7d97b74c0b_b.jpg


           NATO 24/7 Defining a Digital Media Strategy, March 2011
Satellite infrastructure
• Satellite internet can bypass government
  controls on internet access
• Variation 1: portable satellite internet
  (modem based)
   – EG: INMARSAT’s BGAN
   – High cost investment and connection charges (av
     256K download)
• Variation 2: satellite phone internet access
   – EG: Iridium
   – Slow connection (av. 9K download, @ $5/Mb)
                                                                                 Image source:

• Currently >2000 satellites orbiting planet of
                                                                                 http://www.flickr.com/photos/watchsmart/2
                                                                                 058892578/


  which at least 500 operational.
                       NATO 24/7 Defining a Digital Media Strategy, March 2011
State of the Network: Security
• CONCERN: Approaching
  ubiquitous wireless
  access
• CONCERN: Low uptake
  of security software on
  mobile and networked
  entertainment devices
• IMPROVED: Storage and
  backups
                                                             Image source: http://www.flickr.com/photos/mrpbps/5226283926/

• IMPROVED: Tracking
  and data accuracy
                NATO 24/7 Defining a Digital Media Strategy, March 2011
  State of the Network: Content
                                                                                • Content being created for
                                                                                  multiple access channels
                                                                                • Social media being used
                                                                                  for immediacy or as an
                                                                                  archive
                                                                                • Increasing opportunity to
                                                                                  share content creation
                                                                                  and indexing with
                                                                                  public/consumers
Image source: http://www.flickr.com/photos/springfieldhomer/4643181526/
                                                                                • Traditional content
                                                                                  sources resistant to
                                                                                  shared publishing
                                                    NATO 24/7 Defining a Digital Media Strategy, March 2011
EMERGENT TECHNOLOGIES




     NATO 24/7 Defining a Digital Media Strategy, March 2011
Emergent Technologies
                                                                               • Mobile phone based
                                                                                 augmented reality
                                                                               • Geolocation and location
                                                                                 based services
                                                                               • 3D, immersive environments
                                                                                 and ‘gamification’
                                                                               • Real time services
                                                                                 (translation, content access
                                                                                 and sharing, reputation
                                                                                 assessment)
Image source: http://www.flickr.com/photos/neilspicys/2349764000/
                                                                               • Anonymizing architecture and
                                                                                 private networks

                                                   NATO 24/7 Defining a Digital Media Strategy, March 2011
Researching Emergent Tech
• Online media: Slashdot,
  Mashable, Read Write
  Web, Boing Boing,
  Gizmodo, Engadget
• Social Bookmarks: Digg
  (Technology), Reddit,
  Delicious, Stumbleupon                                     Image source: http://www.flickr.com/photos/danrandom/97980185/

  keyword searches
• Social media monitoring
  (see over)

                 NATO 24/7 Defining a Digital Media Strategy, March 2011
Social media monitoring
• Free keyword monitoring
  tools:
  –   Socialoomph
  –   Blogpulse
  –   Tinker
  –   Surchur
  –   Keotag
  –   Boardtracker
  –   Socialmention
  –   Research.ly
                                                      Image source:
  –   … many more                                     http://commons.wikimedia.org/wiki/File:Social_Media_optimization.jpg




                      NATO 24/7 Defining a Digital Media Strategy, March 2011
User/list monitoring
                                                                            • Users often as, or more
                                                                              reliable than press and
                                                                              published sources
                                                                            • Blog search
                                                                            • Twitter list search
                                                                            • Twitter user search
Image source:
                                                                            • RSS feeds from identified
http://commons.wikimedia.org/wiki/File:Vacker-i-storm.jpg
                                                                              useful sources
                                                                            • REVIEW VALUE OFTEN

                                                     NATO 24/7 Defining a Digital Media Strategy, March 2011
Evaluating Technologies
• Need to consider:
  – Opportunities, not practice
  – Listening, not speaking
  – Green light, not red light
    regulation
  – Integration with current
    practice in content
    consumption/application
    adoption
  – Bandwidth consumption                             Image source:
                                                      http://commons.wikimedia.org/wiki/File:Pulse_evaluation.JPG
    and redundant systems
  – Price AND cost of use
                    NATO 24/7 Defining a Digital Media Strategy, March 2011
   Capitalizing on Emergent Tech
                                                                                 • Rise of social technologies
                                                                                   has provided useful market
                                                                                   research platform
                                                                                 • Users willing to offer time to
                                                                                   test/work with data
                                                                                 • Mobile access highest
                                                                                   adoption growth potential
                                                                                   throughout the world
                                                                                 • Anonymizing technologies
                                                                                   should be considered in
Image source: http://www.flickr.com/photos/hulagway/4010502408/
                                                                                   addition to data encryption for
                                                                                   security.

                                                     NATO 24/7 Defining a Digital Media Strategy, March 2011
COMMUNICATING DIPLOMACY




      NATO 24/7 Defining a Digital Media Strategy, March 2011
Public Service Communication Needs
• Ensuring access
• Intuitive information
  indexing
• Regular updates
• Listening for questions
• Responding to
  questions in a timely
  fashion
• Intelligence gathering
                                                     Image source:
  and interpretation                                 http://commons.wikimedia.org/wiki/File:Public_service.jpg



                    NATO 24/7 Defining a Digital Media Strategy, March 2011
   Crisis Management
                                                                                  • Mobile and social
                                                                                    technologies uniquely
                                                                                    suited to crisis
                                                                                    management
                                                                                  • Social media networks can
                                                                                    handle high number of
                                                                                    server requests
                                                                                  • Mobile technologies allow
Image source:
                                                                                    fast evidential sharing
http://commons.wikimedia.org/wiki/File:NATO_humanitarian_meals.jpg

                                                                                  • Mirroring prevents
                                                                                    wholescale shutdown
                                                    NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis case studies (1)
• CASE 1: Libya
  – Full shut down of
    internet
  – Google
    Speak2Tweet
  – Dial-up modem
    access
  – Satellite connectivity
  – Direct phone
    conversations from
    hospitals to
    mainstream media

                     NATO 24/7 Defining a Digital Media Strategy, March 2011
Crisis case studies (2)
• CASE 2: Cyclone Yasi,
  Brisbane Floods
   – Widespread power
     interruptions
   – Mobile phones most common
     means of information access/
     dissemination
   – Qld govt site unable to handle
     requests to site – reverts to
     twitter
   – Qld Police takes over and
     uses Twitter integrated with
     Facebook for updates



                        NATO 24/7 Defining a Digital Media Strategy, March 2011
 Crisis case studies (3)
• CASE 3: Wikileaks
  – Shut down of domain
    resulted in
    reinstatement of site in
    under 12 hours
  – Mirroring of
    (encrypted) content to
    over 1000 different
    sites
  – Networks of volunteer
    supporters/donors
  – Mainstream media
    supported crisis
    management
                       NATO 24/7 Defining a Digital Media Strategy, March 2011
Network, Communications Fragility
• Digital divide still exists but is
  closing
• Communications technology
  gateways still vulnerable
• Unified, scalable and
  accessible protocols for
  communications providing
  more robust network
• NATO have the opportunity to
  invest in robust infrastructure
  in more fragile areas to
  ensure ongoing success of                                           Image source: http://www.flickr.com/photos/revdave/347411015/

  missions


                        NATO 24/7 Defining a Digital Media Strategy, March 2011
   Defining a Digital Strategy
                                                                           • Iterative approach more useful than 6-
                                                                             12 month diffusion strategy

                                                                           • Listening post strategy more useful
                                                                             than broadcast strategy

                                                                           • Access strategy more useful than
                                                                             content restriction strategy

                                                                           • Existing infrastructure more useful
                                                                             than building in-house networks/content
                                                                             streams

                                                                           • Minimum time workload requirement
Image source: http://www.flickr.com/photos/29968788@N00/4735595075 /
                                                                             with emergent technologies more useful
                                                                             than maximum time or recommended
                                                                             total time

                                                   NATO 24/7 Defining a Digital Media Strategy, March 2011
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

				
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