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La schiuma dei dati

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Cosa succede quando i media digitali diventano una commodity e l'unico modo sensato di usarli è integrarli con tutto il resto? Il computer sta diventando invisibile e le nostre attività devono contribuire alla sua scomparsa per aumentare la sua rilevanza.

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La schiuma dei dati

  1. 1. @mafedebaggis 10 dicembre 2015 La schiuma dei dati
  2. 2. 2 All’inizio Internet era l’elefante nella stanza
  3. 3. 3 Una sbornia positivista che per molti dura ancora
  4. 4. 4 Oggi la rete, più che liquida, è schiumosa
  5. 5. 5 La schiuma è “aria in luoghi inattesi” Peter Sloterdijk
  6. 6. 6
  7. 7. 01 Quando la rete si liquefà Il peso 
 del riduzionismo 7
  8. 8. 8 Sembriamo convinti che il computer faccia le cose da solo quelle brutte (ci fa diventare narcisi, aggressivi, volgari, analfabeti) ma anche quelle belle (ci trasforma in creativi, strateghi, artisti, scrittori)
  9. 9. 9 La realtà che vedo
  10. 10. 10 Le leggi che la regolano
  11. 11. 11 La sintesi di entrambe
  12. 12. 12 Tutti conosciamo la stessa verità, la nostra vita consiste in come scegliamo di distorcerla. Woody Allen
  13. 13. 02 Il peso 
 del dualismo reale/digitale 13 Quando la rete si liquefà
  14. 14. 14
  15. 15. 15
  16. 16. 16 Immersi nei finiAttenti al mezzo Abituati al cambiamentoInteressati all’innovazione TecnoscontatiTecnoscettici o tecnoentusiasti Realtà aumentataDualismo reale/digitale Eterogeneità di cultureCultura scientifica ShareLink ScomparsaIndicizzazione I bit come layer degli atomiI bit per i bit Ragni Pesci
  17. 17. 17 Il futuro è già qui, è solo mal distribuito Bruce Sterling
  18. 18. 18
  19. 19. 19 Non studiate Internet, studiate le persone: sono loro la grande rivoluzione in corso.
  20. 20. 03 Il peso 
 della modernità malintesa 20 Quando la rete si liquefà
  21. 21. 21 Fino a 20 anni fa chi aveva bisogno di scrivere a qualcuno, doveva pagare i francobolli, andare a imbucare la lettera alla cassetta delle poste più vicina e aspettare. Oggi usa l’email. Fino a 10 anni fa chi aveva bisogno di chiamare una persona lontana pagava l’uso della rete telefonica. Oggi usa il VoIP. Fino ad oggi chi aveva bisogno di credito andava in banca. Da domani userà il p2p lending. Filippo Pretolani, 2007
  22. 22. 22
  23. 23. 23 I media digitali sono parte della realtà, non un canale sono più azione che comunicazione
  24. 24. 24
  25. 25. 01 Il social thinking per collaborare con i clienti 25 Quando la rete si liquefà
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 02 Un frammento di realtà aumentata su misura 30 Quando la rete si liquefà
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. 03 Meno disruption, più fiducia 36 Quando la rete si liquefà
  37. 37. 37 La plasticità del nostro cervello ci permette di prendere il meglio da tutte le protesi (Freud 1929), basta che si adattino a noi. A noi in quanto individui distinti, ciascuno diverso dagli altri: collaborare non significa uniformarsi, significa completarsi.
  38. 38. 38
  39. 39. 39 Se si può fare, si deve fare. (Altrimenti lo farà qualcun altro)
  40. 40. 40 29 gennaio: Design thinking
 Per chi vuole smontare e rimontare se stesso, il proprio modo di pensare, la propria offerta o la strategia dell’azienda per cui lavora. 8 febbraio: Transmedia marketing
 Per chi ha preso atto che i media digitali fanno parte della realtà: ultima chiamata per imparare a progettare una strategia transmediale. 24 febbraio: Basi di storytelling
 Per capire insieme come funzionano le storie e come usarle per impostare il nostro lavoro e per rendere più potenti i nostri contenuti. 9 marzo: Il piano editoriale per fare content marketing
 Perché cercare i clienti quando puoi farti trovare da loro? Torniamo a usare il sito come punto di riferimento dove pubblicare contenuti utili, interessanti o di intrattenimento. 17 marzo: Social media plan
 Per distribuire nel modo migliore i contenuti che produciamo e interagire in modo naturale con la nostra community. 11 aprile: Laboratorio di storytelling
 Per creare insieme l’universo narrativo di riferimento e il foglio di stile per metterlo in pratica. 21 aprile: Laboratorio di scrittura
 Per dare forma a un contenuto con le parole: il copywriting, ancora adesso, fa la differenza. I corsi 2016 Programmi, costi e iscrizionimafe@mafedebaggis.it
  41. 41. 41 Slide 2/3/4: frame dal film “The Party” (Blake Edwards) Slide 5: Sfere III - Schiume (Peter Sloterdijk) Slide 6: http://ambranna.blogspot.it/2014/09/il-volo-degli-storni.html Slide 9: http://www.treccani.it/enciclopedia/menti-collettive_(Dizionario-di-Medicina)/ Slide 10: http://www.nature.com/nphys/journal/v10/n9/full/nphys3035.html Slide 12: Menahem Kahana/Getty Images Slide 15: https://www.thinkwithgoogle.com/collections/micromoments.html Slide 16: non riesco a ritrovare l’originale, resto a disposizione Slide 19: http://www.tns-global.it/news-center/news/tns-mma-seminar-big-disconnect-customer- experience-e-digital-transformation-nel-mon Slide 25: https://upload.wikimedia.org/wikipedia/commons/1/1d/ Penguin_in_Antarctica_jumping_out_of_the_water.jpg Slide 33: Dan Goodwin (https://www.flickr.com/photos/dangoodwin/3919016898) Slide 35: http://www.thememo.com/2015/05/29/how-moleskine-is-reinventing-paper-for-the-digital-age/ Slide 40: http://www.wired.com/2014/04/trust-in-the-share-economy/ Credit/link mafe@mafedebaggis.it

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