Who is the digital you?tonyfish www linkedin skype twitter facebook

http://www.mydigitalfootprint.com

a fine balancing act

You as a professionalYou as a one of 7 bn people You as a persona

Stuff that costslots of money

Stuff that has to be big

strategyconsulting

trivia disruption

Stuff money cannot buy

diamonds presents for the daughters

presents for the wifefaith

Stand Up

whilst I don't know exactly what your thinking, I know what generic

behaviour looks like, what you have done and therefore what you will do!

I probably know more about you…. what you are thinking, what you will do, how you will react

… than you are willing to accept!

Internet and beliefs

The Internet needs you!

intelligence

analysis

personalisation

passive activity

what we do

what the web does

More ‘OFF’ : Less ‘ON’on this screen

in this earpiece

content

where

time

intent

direction

who

consume createionx

Symbiotic Relationship Web business depend on consumer data

web services

and value

creation of content

consumption of content

data store

analysis Data

dig

ital

dat

a tr

ade

business consumer

Source http://www.mydigitalfootprint.com

Signal

Spike

Pulse

Wave

Trend

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

friendssocial

norms

Two sided digital business

So let’s talk about “data”

Content you publish about yourself

Content others publish about

you

Data you leave about

yourself

Cross this line when you agree to publish or post

anything to the web. Data and content shifts from

within your control to out of your control

Data and content in your control

collected

Questions

• How is All Data and My Data related?

• Do you believe that everyone has the same opinion as you?

The Righteous model The Visionary model The Idealistic model

The Evolution model The Private model The replication model

6 models for ALL DATA and My DATA

Questions

• How are My Data and Identity related?

• Do you believe that everyone has the same opinion as you?

The 5 models of My Data and Identity

The Related model The Inseparable model

The Subset model The Multiple Me model The Greater Than model

Questions

• How is My Data and My Rights related?

• Do you believe that everyone has the same opinion as you?

The Extension model The Control model

The Right model The Real model

The 4 models of My Data and Rights

There is No simple answer….

Tony Fish Oct 2009A Two Sided Digital Business Model where your Privacy will be someone else's business !

Education Data you leave

Holy Kaw Design

Definitions of digital footprint

What is a digital footprint?How I react to analysis of my data

Data embedded in my content and

interactions

Data embedded in my content and

interactions

Data embedded in my social

networks content and interactions

with me

Data embedded in my social

networks content and interactions

with me

What I say about myself

What I say about myself

What others say about

me

What others say about

me

What the analysis says about

What the analysis says about

What the analysis says about me in my social context

What the analysis says about me in my social context

How my social group in influenced by the analysis of my data

Purchasebehaviour

Payment experience

settlement

Screenexperience

Can you control it all ?

Who creates identity?

• government • education • parents• family and friends• influencers, filters and those I follow • news• bias and experience • beliefs that I like • my behaviour, habits, routes and routines

So who creates identity? - no one

Having an identity doesn’t create value

physical me

claims and history me Social me

from others

from me

behavioural me

Source: My Digital Footprint http://www.mydigitalfootprint.com/

cost value

height

DNA finger printhair colour

eye colour

voice

images

iris scan

brands patterns

activityusage

routes

habits

routinespreferences

attention events

bank and credit

home addresses

professional achievements

academic achievements

medical recordsofficial documents

tweetsblogs

photos

videocomments

friends

linkslikes

linksphotos

blogsvideo

commentsfriendstags

likes

Google doesn't want your identity – it wants the data that gives you identity

trigger(spike)

reflection(pulse)

refinement(wave)

stable(signal)

reputation

influence

authority

relevancy

preference

credibility

trust

reach

Quick one for you as a person…

“Are friends important?”

rainbow of trustuntrusting and stupid

untrusting and wise

accept authority

one-way my-way

dangerous cautious structured simple open

• give up data without thought• passive• click on anything• no firewall• loss of ID• follow and lead• early and late• social leads

• selective• privacy protected• many persona• thoughtful• advised

• likes portal• mass market• must work• simple• marketing works

• banking• know limits• will explore• follow• will expand

• un-tethered• fashion• no help• discovery• push boundaries• social lead

Your DataIn your control

Don’t share data to unlock

private

Allow use of your data to

access personalisation

Share data to access the

multiplier effect

Out of control

Share your data to gain

access to the volume effect

public

creepyprivate

personal

Level of invasion

Value of Data

The Colourful Lines of Privacy

Shades of data abuse

acceptable unacceptable

TRAITSOpen

TransparentKnownTrusted

Value addEngaging

TRAITSClosedSecret

UnknownUn-trusted

Value destroyingFraud/ theft

bliss annoying creepy disturbing unethical

your content

other’s contentabout you

your data

Collection Analysis Insights Outcomes

knows about you

CREEPY

unwanted messages

VALUE

personalised

wanted messages

recreates Identity

Recreation of identity

@kevinmarks

It is all about how it is presented

“TRUTH”

BroadcastBroadsheet

ReportsResearch

“wishful thinking”

FACTFICTION

TRUTH

INTERPRETATION

Tabloids

Hope, Dreams & Disruption

Internet/Web

What CEO’swant

“Privacy”

recklessness courage cowardice

Excess Virtue Deficient

Public Private Public

internet public, closed, non-contextual, raw and timeless

broadcast TV, newspapers, open, contextual, edited and

time bounded

“towards freedom”

“towards control”

unethicalimmoralillegalcreepy

unethicalimmoralillegalcreepy

TRUST RISK

IDENTITY

bonded but not related

PRIVACY SECURITY

Incr

easi

ng c

lose

dIn

crea

sing

ope

n

High Control

High Value

Justification of benefits/ Deliver ERC

Justification of barriers/ Sell FUD

Is there a business model?

1 Pay for enhancement to service (subscription or one off)

2 Trade data for enhancement directly with service provider

3 Trade data for enhancement via a third party (indirect) such as an aggregation party

4 Pay for services directly (subscription or one off)

5 Trade data for service directly with service provider

6 Trade data for services via a third party (indirect) such as an aggregation party

7 Pay to protect your identity

8 Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue

Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue

Data is a commodity & ownership is unimportant. Value will be retained by those who own the

feedback loop, who can get deep & dirty in the transformation of data to create value & can marry

complexity with uncertainty

In the new kingdom, loyalty is dead, privacy is a setting, trust is the challenger, the princes’ are

brands, the princesses are simplicity, attention is queen and data is king.

Relevancy to

Our granddad’s had 1 profession and job for life

Our parents probably had three jobs

We are likely to have over 10 jobs

Our kids will need several jobs at the same time

Our grandkids will have several professions

“We” are not the same anymore

Research goes both ways….

screenagers do what they wantmanaged profiles

Someone is quicker

What is being said about …

managementcompany you

brandstyle

standards

market

Not where but what

sentiment

blog

Data can give you… Best Practice

best time to post a job?

connectionsmatched

‘a person’

where to post a job? ROI on placement

valued identity

authority

influence

reputation

Take Away

No-one knows everything

Data is two way

Influence or influencer

Trust Privacy Brand

Feedback loops

Disruption was free

Analysis is complex and expensive

Implementation needs partners

Thank you

tony@mydigitalfootprint.com