What Happens In An Internet Minute, The Internet Of Things, And What Marketers Must Do

I’ve highlighted this before, but today, I saw this featured again on my LinkedIn timeline in the format of a new infographic by Intel.

WhatHappensInAnInternetMinute

My favorite bit of Intel’s observation:

Today, the number of networked devices equals the world’s population. By 2015, the number of networked devices is expected to be double the world’s population. And by the time we reach 2015, it would take five years to view all the video content crossing IP networks each second.

Thinking about this and having grown up during the ascendancy of the internet, I continue to be marveled by how fundamentally the web and technology have revolutionized the way we live. Even as I follow the stories coming out of CES2014, one of the themes that have really called out to me has been “The Internet of Things” (IoT).

How then can marketers and communicators make the most of this? Well, I can think of a few:

  1. Data-driven insights – Today, there is so much data available to marketers along with the tools to access, understand and leverage this data into insights. Some of the conversation here lends itself to a larger discussion on Big Data, but the core assertion I’m making here is that marketing must be fueled by better insights – and sometimes, that comes more from slogging through data rather than pretty pictures.
  2. Dramatic disruption – With everything that happens in an internet minute, attention today is at a premium. We have more data and information – but we also have a lot more noise. To break through the clutter, one must truly be dramatic enough to warrant attention – in fact, I hearken back to my old hero, Seth Godin’s definition of “Remarkable” = Worth making a remark about. Is your brand, marketing proposition, story worth people making a remark about and be willing enough to share it with others? However, there is a flip side to this, which is my next point…
  3. Creative contextualization – Being dramatic is often misunderstood and has led to many a faux pas (which, today, one’s mistake is amplified many times over via social media). On the contrary, I do not subscribe to the maxim “any publicity is good publicity” (a lesson learned from having managed a few crises and issues in the past). What’s important thus is to ensure that your “dramatic disruption” is creatively contextualized to your audience – what they want, the way they’re thinking, what they may not know they need just yet… I’m a firm believe in audience-led marketing and believe that, given the data we have access to today, it would be extremely lazy not to figure out how to reach out to your audiences in a creatively contextual manner.
  4. Cultivated community – Finally, one of the best ways to consider how all this comes together is to consider how we might cultivate and embrace our community. The marketplace has and always will be about people – and people do gather into groups/tribes/communities. It’s our natural tendency. An astute marketer would be able to combine the data-driven insights to create and/or embrace an already established community and engage them with your brand, marketing proposition or story. It’s in this context that you can be dramatically disruptive in a way that is appreciated as creative and contextual. This has been made a lot easier on the internet, given the myriad social networks that we have and are a part of (*Cough* I’m on Twitter, LinkedIn and Facebook*Cough*).

 

Here’s to the internet. 😉

Taking A Stand Against Online Bullying – 10th Annual APIRA International Conference 2013

This morning, I was invited to present the Malaysian findings of Microsoft Trustworthy Computing‘s Global Youth Online Behavior Study at the 10th Asia Pacific Internet Research Alliance (APIRA) International Conference held in Kuala Lumpur.

APIRAtag

This issue of cyberbullying – and the survey findings – have been close to my heart.

The survey findings touched a raw nerve in Malaysian society because of the rising trend of online abuse. Alarmingly, the survey revealed that 1-in-3 Malaysian children say they have been subjected to a range of online activities that some may consider to be online bullying. In fact, the Malaysian study findings eventually formed the basis of this cover story by The Star: “Virtual Punks“.

StarRageCyberPunksCover

It’s not just young, teenage fan girls who’re getting abused. Local YouTubers have spoken up regularly about Internet “trolls”, a term to describe people who persistently post negative comments online to provoke someone. It has become a wider part of Internet culture, and everyone from footballers and reality TV stars to the average Malaysian teenager is a potential target, largely thanks to the anonymity afforded by the Internet.

So, as a parent, it thus became my vested interest to follow this issue closely and to go beyond the statistics. This is a starkly real issue that needs to be addressed by the collective efforts of parents, educators, experts and corporate citizens like Microsoft.

Here are the slides I presented. I hope, like me, you will also be moved to action:

What Happens In An Internet Minute

I saw this from a friend’s link over at LinkedInIn 1 Minute: All The Things That Happen On The Interwebs Every Sixty Seconds.

Thought it would be astounding to really take stock of what happens in a single minute online, especially when you start extrapolating for the day, then the month, then the year… etc.

(Click image to view larger image)