Introduction of networks delivered to Unilever in July, 2013 and then updated for post-graduate students in 2014. Talk includes recent data on e-Commerce and mobility in Asia.
3. DARPA Red Balloon Challenge
• 2009 challenge on wide
area collaboration
• Defense Advance
Research Project Agency
• $40,000 prize to be first at
finding 10 balloons around
the United States
• How long did the winning
team need to find them?
5. How Did the MIT Team Win?
• Shared the reward
– $2000 correct
coordinates
– $1000 for whomever
invited them
– $500 for inviting the
inviter
– $250 for inviting them
– And so on…
• Mass & social media were
complementary
• Data mining via social
media
6. What Was The Challenge?
• Competition to succeed to locating
• Geographically dispersed information
• Nontraditional problem required a nontraditional
solution
Crowdsourcing
8. Today’s Objectives
• Understand it is all about networks
• Introduce Castell’s networked societies
• Learn the mechanics of networks (intro to network theory)
• Highlight weak & strong ties
• Feature three trends you need to watch: big data, e-Commerce &
mobility
16. Misdirect: Networks, not Information
• The defining characteristic of the modern age
is networks
– All societies have had information (e.g., Ancient
Athens and Rome)
– Digital networks are unique to the current age
– Networks, for the first time, can be a sustained
structure for organizing people and work
19. How We Now Organize
Societal elites are now much less
connected to cities [places], and are
instead connected to information
flows. Thus, the network serves as
our organizing principle.
Previously, networks were just an ad
hoc organizational structure until the
rise of digital technologies.
22. Harvard Med School: Emotions Spread
Through Large Social Networks
Conclusion: People’s happiness
depends on the happiness of others
with whom they are connected. This
provides further justification for seeing
happiness, like health, as a collective
phenomenon.
- British Medical Journal 337 (2008)
Fowler and Christakis
23. Harvard Med School: Obesity Spreads
Through Large Social Networks
“You may not know him personally,
but your friend’s husband’s coworker
can make you fat. And your sister’s
friend’s boyfriend can make you thin.”
- Fowler and Christakis (2009)
Connected
24. Harvard Political Scientist:
Why Americans Vote
If you vote, then it increases the
likelihood that your friend’s friend will
also vote….Instead of each of us
having only one vote, we effectively
have several and therefore much
more likely to influence the
outcome.
- Fowler and Christakis (2009)
Connected
31. When to Use Weak Ties
• Speed of Distribution
• Less Dependent on Others
• Reach Distant Targets with Whom We are not
Connected
• Innovative Ideas or Models
• Episodic Information Flows
• Bridge Diverse Groups
32. When to Use Strong Ties
•
•
•
•
•
•
•
Urgent Situation
Dependency for Well Being
Decision Making
Ethos-Based Infuence
Access: Doors Opened
Regular Information Flows
Change Target’s Values
34. Tipping Point for Ideas: Just 10%?
Scientists at Rensselaer Polytechnic Institute
have found that when just 10 percent of the
population holds an unshakable belief, their
belief will always be adopted by the majority of
the society.
• Social Cognitive Networks Academic Research Center
(SCNARC)
• journal Physical Review E in an article titled “Social
consensus through the influence of committed
minorities.”
Source
48. Big Data
Analyzing
large
data
sets—so-‐
called
big
data—will
become
a
key
basis
of
compeBBon,
underpinning
new
waves
of
producBvity
growth,
innovaBon,
and
consumer
surplus
-‐
McKinsey,
Big
Data:
The
Next
Fron2er
for
Innova2on,
Compe22on,
and
Produc2vity.
49. E-Commerce
e-‐commerce
spending
topped
more
than
$1
trillion
in
business-‐to-‐consumer
spending.
That
number
represents
21%
year-‐over-‐
year
growth,
which
is
expected
to
conBnue
this
year
as
online
spending
tops
$1.3
trillion.
-‐
Wal-‐Mart’s
e-‐
Commerce
Poten2al,
Inc.magazine,
2013
53. “Asia
has
an
insa)able
appe)te
for
mobile”
“By
2015,one
in
two
people
in
the
world
using
the
Internet
will
be
in
Asia
and
in
the
region
a
persons
first
experience
online
will
likely
be
on
mobile.”
Aliza
Knox,
Managing
Director
of
Commerce,
Google
APAC
54. So What Changes?
• Increase in geography-based search terms as people
move about and conduct searches (state source?)
• Most SEO today does not factor in geographic terms, so
SEO must be updates
• People rapidly enter search terms by small screen while
moving, so mistakes increase, and the search engine
must still recognize and find the relevant results (and
quickly)
• Many search engines driven by ad revenues, so how do
you display ads successfully on such a small screen?
57. Michael Netzley, PhD
•
•
•
•
Academic Director, SMU Executive Development
Daddy with 3 daughters & 1 son
SMU since 2002
Champion’s Award, Innovative Course
Design and Delivery
• Research Fellow, Society for New Communication
Research
• Visiting positions in Argentina, Berlin, Finland,
Slovenia, and Japan
• Worked with IBM, TCS, IHG, 3M, Singapore
Airline, Mastercard, Motorola, and Shell