Who is the digital you?
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This document discusses the relationship between an individual's digital identity and their personal data. It presents several models for how personal data and identity can be related, such as data being an extension of one's identity or the two being inseparable. It also discusses how personal data and rights can have different relationships, such as data being a subset of one's rights. The document questions who truly creates someone's identity and whether having an identity creates value in itself. It explores issues around who controls personal data and the tradeoffs around sharing or not sharing one's data.
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Who is the digital you?
- 1. Who is the digital you? tonyfish www linkedin skype twitter facebook http://www.mydigitalfootprint.com
- 2. a fine balancing act
- 3. You as a professional You as a one of 7 bn people You as a persona
- 5. Stuff money cannot buy presents for faith the wife trivia disruption Stuff that has to be big consulting strategy diamonds Stuff that costs presents for lots of money the daughters
- 7. Stand Up
- 10. 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!
- 14. The Internet needs you! intelligence what the analysis web does what we do
- 15. More „OFF‟ : Less „ON‟ on this screen content who where in this earpiece time direction intent consume createion x
- 17. Symbiotic Relationship Web business depend on consumer data creation of digital data trade web content services data analysis store Data and value consumption of content business consumer Source http://www.mydigitalfootprint.com
- 18. Signal Wave Spike Trend Pulse
- 19. Two sided digital business In Direct feedback norms social friends Actual Actual User Actual User “The UserData Data Business” The User Data Direct feedback
- 20. So let‟s talk about “data”
- 21. Data and content in your control Content you Data you publish about leave about yourself yourself collected Cross this line when you agree to publish or post anything to the web. Data and content shifts from Content others within your control to out of publish about your control you
- 22. Questions • How is All Data and My Data related? • Do you believe that everyone has the same opinion as you?
- 23. 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
- 24. Questions • How are My Data and Identity related? • Do you believe that everyone has the same opinion as you?
- 25. The Related model The Inseparable model The Subset model The Multiple Me model The Greater Than model The 5 models of My Data and Identity
- 26. Questions • How is My Data and My Rights related? • Do you believe that everyone has the same opinion as you?
- 27. The Extension model The Control model The Right model The Real model The 4 models of My Data and Rights
- 29. There is No simple answer….
- 30. A Two Sided Digital Business Model where Tony Fish Oct 2009 your Privacy will be someone else's business !
- 31. Education Data you leave Definitions of digital footprint Holy Kaw Design
- 32. What is a digital footprint? How I react to analysis of my data Data embedded What I say What the analysis in my content and about says about interactions myself Data embedded What the analysis in my social What others says about me in networks content say about my social context and interactions me with me How my social group in influenced by the analysis of my data
- 33. Can you control it all ? Purchase behaviour settlement Screen experience Payment experience
- 35. • 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
- 36. Having an identity doesn‟t create value
- 38. height habits activity DNA finger print usage brands patterns hair colour voice behavioural me physical me eye colour routes routines iris scan preferences images attention events cost bank and credit from me value tweets photos home professional links blogs comments addresses achievements photos video friends claims and history me blogs Social me likes official video tags medical records links documents friends comments academic likes achievements from others Source: My Digital Footprint http://www.mydigitalfootprint.com/
- 39. Google doesn't want your identity – it wants the data that gives you identity
- 40. reputation reach influence trigger (spike) stable reflection trust (signal) (pulse) authority refinement (wave) credibility relevancy preference
- 41. Quick one for you as a person… “Are friends important?”
- 44. rainbow of trust untrusting untrusting accept one-way my-way and stupid and wise authority dangerous cautious structured simple open • give up data • selective • likes portal • banking • un-tethered without thought • privacy protected • mass market • know limits • fashion • passive • many persona • must work • will explore • no help • click on anything • thoughtful • simple • follow • discovery • no firewall • advised • marketing works • will expand • push boundaries • loss of ID • social lead • follow and lead • early and late • social leads
- 45. Your Data In your control Share your data to gain access to the Don‟t share volume data to unlock effect private Out of control Allow use of your data to Share data to access access the personalisation multiplier effect
- 46. The Colourful Level of invasion Lines of Privacy creepy private personal public Value of Data
- 47. Shades of data abuse acceptable unacceptable TRAITS TRAITS Closed Open Secret Transparent Unknown Known Trusted bliss annoying creepy disturbing unethical Un-trusted Value destroying Value add Fraud/ theft Engaging
- 48. Recreation of identity CREEPY your content knows about you unwanted messages other‟s content recreates about you Identity wanted messages your data personalised VALUE Collection Analysis Insights Outcomes
- 49. @kevinmarks
- 50. It is all about how it is presented
- 51. “TRUTH”
- 52. TRUTH Hope, Dreams & Disruption “wishful thinking” FICTION FACT Broadcast Broadsheet Reports Research Tabloids What Internet/ Web CEO‟s want INTERPRETATION
- 53. “Privacy”
- 54. recklessness courage cowardice Excess Virtue Deficient
- 55. Public Private Public internet public, closed, non- broadcast TV, newspapers, contextual, raw and timeless open, contextual, edited and time bounded
- 56. “towards freedom” unethical unethical immoral immoral illegal illegal creepy creepy “towards control”
- 57. bonded but not related Justification of benefits/ Deliver ERC High Value Increasing open TRUST RISK IDENTITY Increasing closed PRIVACY SECURITY High Control Justification of barriers/ Sell FUD
- 58. Is there a business model?
- 59. Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as an 3 aggregation party Pay for services directly (subscription or one off) 4 Trade data for service directly with service provider 5 Trade data for services via a third party (indirect) such as an 6 aggregation party Pay to protect your identity 7 Enable 3rd party to use and exploit your data to generate Enable 3rd party to use and exploit their data 8 benefits in kind and / or cash for a percentage of revenue to generate benefits in kind and / or cash for a percentage of revenue
- 60. 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.
- 61. Relevancy to
- 62. 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
- 63. managed profiles screenagers do what they want Someone is quicker “We” are not the same anymore Research goes both ways….
- 64. style brand standards What is being said about … company you management market
- 65. blog Not where but what sentiment
- 66. where to post a job? ROI on placement best time to post a job? Data can give you… Best Practice reputation matched authority connections valued identity „a person‟ influence
- 67. Take Away
- 69. Data is two way
- 72. Feedback loops
- 74. Analysis is complex and expensive