Slides 1-37

1. Selected Business Article
Can social media get you fired?
http://www.bbc.com/capital/story/20130626-can-social-media- get-you-fired
Caitlin ChartierProfessor Klinkowstein

2. Caitlin ChartierProfessor Klinkowstein

3. Summary
Good for establishing a presence as an expert.
Caitlin ChartierProfessor Klinkowstein

4. Summary
Too much personal information has a bad connotation.
Caitlin ChartierProfessor Klinkowstein

5. Summary
Inappropriateness leads to loss of job.
Caitlin ChartierProfessor Klinkowstein

6. Setting / Activity for Ethnographic Observation
Randomly search 15 student’s posts on Facebook, Twitter, and Instagram
Caitlin ChartierProfessor Klinkowstein

7. Scouting Image for Ethnographic Research

8. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

9. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

10. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

11. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

12. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

13. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

14. Ethnographic Research, Student’s Facebook, Instagram, and Twitter

15. Ethnographic Research Observations
Only 6 of the 15 students showed inappropriate behavior on their social media accounts.

16. Most inappropriate behavior that did happen included cursing, especially the use of the word “fuck.”
Ethnographic Research Observations

17. Ethnographic Research Observations
Another trend was posting pictures with alcoholic beverages in hand.

18. Ethnographic Research Observations
Many students admitted to deleting inappropriate posts recently, before colleges could see them.

19. Ethnographic Research Observations
Students with inappropriate posts “don’t care” and did not feel the need to delete them.

20. Ethnographic Research Findings
The biggest problem was the excessive amount of posting on all three social media websites.

21. Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
There are10 ways that corporate ethnography gets deeper and more valuable insights.

22. Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
Analogous cases help magnify details that could have been disregarded.

23. Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
Try to directly involve customers in more open and collaborative ways.

24. Ethnographic Reading Summary
Ethnographic Research-Who are the users? How do they operate within their cultures?
Ethnography is "the study and systematic
recording of human cultures.”

25. Ethnographic Reading Summary
Ethnographic Research-Who are the users? How do they operate within their cultures?
Research produces the ability to understand in-depth user contexts.

26. Ethnographic Reading Summary
Ethnographic Research-Who are the users? How do they operate within their cultures?
Different from market research, which finds averages and generalities.

27. Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation Security Administration
TSA will now focus on explosives and people with “hostile intent.”

28. Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation Security Administration
IDEO designed a solution that calmed the environment of the checkpoint.

29. Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation Security Administration
Security and passenger experience improved because hostile intent became more visible.

30. Proposal for an Innovative Business
Using custom design data filters to clean social media by extracting curse words in posts and alcohol in pictures.

31. Proposal for an Innovative Business
Resulting posts will be monitored each day and send alerts when days have too many posts.

32. Proposal for an Innovative Business
Applications include job, internship, and college applications, and appropriate communication between peers and family.

33. Tagline Research
1. Just Do It (Nike)
2. Connecting People (Nokia)
3. Got Milk? (California Milk Processor Board)

34. New Tagline
Got Filth?

35. Raw Background Images

36. Blurred Background Images

37. Image and Tagline Study