Augmented Reality has become more than a buzzword. It represents the next step in human/computer interaction. Interfaces that were once solid have become liquid. With the iPhone, we have the ability to download software from the air. With augmented reality, the interface evaporates from the liquid state into the air as well. Bruce Sterling’s keynote at Layar is a helpful introduction to this field.

There have been a number of applications developed by various companies and individuals, but what’s being done in Portland? As it turns out, quite a lot. I’ve been running an unadvertised Augmented Reality meetup for the past few months (if you’re a developer or Interaction Designer interested in attending this group, comment below), and have found the Portland tech community to be a fertile ground or AR development.

Mobile Portland brings Augmented Reality to you

Starting Monday, you can learn more about what’s going on in Portland AR as well. There will be a meetup at AboutUs.org with two of Portland top AR developers. They’re great people and I highly recommend meeting them. The meeting starts at 6pm at AboutUs.org.

Event Overview

Imagine being able to use your phone to see what that IKEA couch you’ve been considering will look like in your living room. A far-fetched science fiction scenario? No, IKEA has already released an application like that in Europe.

Augmented reality is an exciting and emerging technology. Augmented reality take real life information–typically the video display of a phone–and overlays it with computer information. Augmented reality is something that is completely unique to mobile.

This month at Mobile Portland, we’re lucky to have two speakers who are early innovators in augmented reality. P. Mark Anderson is platform architect for Spot Metrix which provides an augmented reality library for iPhone called 3DAR. Tim Sears created Robotvision, one of the first augmented reality applications for iPhone.

Mark and Tim will share how people are using augmented reality, their experiences using augmented reality, and what the future holds for this new technology.

About the Speakers

P. Mark Anderson

P. Mark Anderson has 13 years experience developing interactive applications. After receiving a degree in Computer Science from University of Colorado in 1999 he started his career as a developer for Sun Microsystems.

In addition to creating several iPhone applications, Mr. Anderson moderates the Helpful iPhone Utilities open source project, as well as My Maps, an augmented reality iPhone app built on top of Google’s personalized mapping system.

Mr. Anderson is platform architect for the 3DAR augmented reality SDK. He enjoys working with both artists and developers, and occupies his spare time with watercolor painting, mountain biking, disc golf and mentoring.

Tim Sears

Tim Sears is a software engineer who works for PR firm Waggener Edstrom by day building web applications, by night creating location-based augmented reality experiences for the iPhone. He created Robotvision, a popular augmented reality browser, for the iPhone in 2009 and currently works with clients to build out mobile geolocation experiences in augmented reality.

His work in augmented reality and social media analytics has been featured in major publications such as ReadWriteWeb, TechCrunch and CNET, and has won several awards, including the International Business Awards Best New Product/Service of 2009 for twendz, a real-time Twitter sentiment analysis application.

Date

Monday, January 25, 2010 at 6:00pm

Location

AboutUs Offices
107 SE Washington St., Suite 520,
Portland, Oregon 97214

RSVP on Upcoming.org

Mobile Portland: Augmented Reality on Upcoming.org

Website:

MobilePortland.com

Last night, around 6 pm, an event at Substance brought together many members of the Portland design/creative/new media/innovative community. Those tags do not describe the types of people there, no do they describe how it was to be at the event. Why? Because I wasn’t able to make it.

I’m going to review the event anyway (or at least provide information for others who couldn’t make it), as well as use some great pictures taken by Haley Lovett. I’m including them here, so you can understand some semblance of the event.

Okay, so what is The New Communicators about?

According to a post on the Substance website, “New Communicators are compelled to engage in conversation. They stand taller and stride farther when traversing the current media landscape. They are a mixture of digital and analog. Their message is everything interactive. Everything transmissive. Communicating is a give-and-take, speaking-and-listening, and New Communicators utilize a mixture of new and traditional tools to share their point-of-view with the world. Evolving conversation, they share their ideas, their truths, their lives”.

The New Communicators Video

If you missed it, here’s a Q&A in digital video!

The New Communicators Q&A - September 1, 2009 from The New Communicators on Vimeo.

The gathering was “about the evolution of conversation: exploring the pathways through which an originator interacts with a receiver. These connections can be fulfilling and triumphant; the failures potentially tragic and illuminating. Regardless of the outcome, these experiences are relevant, useful and inspirational. They should be open, discussed and analyzed in the interest of understanding what it means to be a New Communicator”.

What Next?

From Wednesday, October 28th to Friday, October 30th, you’re invited to hold an event around the theme of Evolving Conversation and explore what it means to be a New Communicator. The intent is to curate events for specific time slots in the mornings (8am to 10am), afternoons (4pm to 6pm) and evenings (7pm to 9pm) across the city. However, if those time slots become filled and you still want to hold an event, we got you covered. Any individual, group or company who wants to be a part of the convergence is welcome to do so and we will promote your events on our web site. Although, get those ideas in early if you want top billing and mentions in press content.

Event Response:

There was a lot of buzz about The New Communicators on Twitter. Some of my favorites:

hillerns: I learned something important this evening. When you invite folks to engage, you begin by asking, “What do you think?” #thenewcom

momothemonster: Great conversations at #thenewcom meetup tonight. Consider my fires officially stoked.

ephanypdx: 2nd thing I learned at #thenewcom: exchanging contact info is so 2004. Now we just follow each other.

Needless to say, I’m looking forward to hosting a session. Although I’m not sure on what yet. You can help me if you want by commenting below.

If that’s not enough for you, here’s a quick Q&A:

Who are you?

We are a group of like-minded individuals who believe the nature of conversation is evolving. It is our mission to illuminate this evolution, educate on how to traverse the new media landscape and inspire others to initiate conversations of their own.

What do you mean by “Conversations”?

Conversations are any kind of engagement in which thoughts are shared, ideas are exchanged and lives are changed. A Conversation is a dissemination of a point-of-view, a connection with an audience and a reciprocation to the originator. It is how we learn and grow.

What is a New Communicator?

Anyone who is compelled to engage in conversation by utilizing a mixture of new and traditional tools to share their point-of-view with the world.

Why are you doing this?

We want to seek out and share the stories of those who have found a way to break through to their audience in an authentic way using any medium, digital or otherwise. Too much emphasis is placed on the technology behind interaction, when it is the content and quality of the conversation that matters most.

How do you intend to make this happen?

We see our role as gracious facilitators providing an online space for participants to promote their gatherings, connect with collaborators and venues, and use our connections in the community to provide a context to share their experiences and promote their ideas.

Where is Substance Located?

Looking for 1551 SE Poplar? Here’s what it looks like from outside: http://twitpic.com/g5705

How Can I Participate?

Simply visit The New Communicators, or follow them on Twitter at @thenewcom, and the hashtag #thenewcom.

On Wednesday, Jully 22nd 2009, Webtrends hosted a Social Media Club event with Jeremiah Owyang (@owyang) on the top floor of the building. 

Attendees were excited to see Owyang before his keynote speech at the next day’s Internet Strategy Forum (ISF) on Thursday, July 23rd, at the Governor Hotel in Downtown Portland.

Questions and Answers for Jeremiah Owyang

As we drank Widmer beer and pizza, Owyang answered some of our questions - some of which cam through Twitter (through tweeting @SocialMediaPDX).

Note:
If you want to follow along with what was said, you can check out the hashtag #smcpdx.

Can journalists engage the Groundswell and retain their abilities?

Take for example Megan McCarthy of CNET - she’s a traditional journalist but publishes as fast as the bloggers. She publishes a post immediately and then lets people know she’ll be updating the post as the news increases.

I’ll let you know something - Embargoes are almost dead. TechCrunch doesn’t honor Embargoes when they get them from large companies. As soon as that Embargo goes – it gets published. But it’s all real time now - kind of a free-for all. The rules have changed.

What do you think of web companies as long term businesses?

The think is - startups are cheap. It takes 15K -20K to get a startup running And VC’s are going to honor that. There’s still going to be money coming into the space. Because it’s cheap to run a startup these days.

Lets talk about the challenges - they’re focusing on the tools and features, not about what consumers and business want and need.
You can tell whether these companies are going to survive or not by just looking at their homepage. Are they focused on the tools and the features, or are they focused on ‘how can I help you?’

Are there any companies that are doing that well?

I was just over at Jive. They understand that very well over there. Radian6 is getting the hang of that in the startup space. They’re hiring people out of enterprise.

Is Twitter a waste of time for small businesses?

That’s the wrong question. The right question is - is the audience for that small business on Twitter? There are a lot of people out there that should be asking clients this question when they provide social media marketing services. 

Most small businesses and restaurants are Using MySpace, and then Facebook comes around.

At Forrester we have a methodology. The POST methodology. It’s in that order. Not TSOP - that’s backwards, and not even a real word!

First is Demographics, Psychographics, Technographics. How do they use technologies and where are they online? Are they reading blogs.

The O in POST is the business objective. What are you trying to do? Make them do things better, listen to them more?

The next piece is Strategy.
What is social media strategy? It’s not the tools. It’s all the things that happen behind the scenes to make it successful. The policies. The engagement.

 

Then, at the very end, the Tools. The Tools come last.

In review:
PEOPLE
OBJECTIVES
STRATEGIES
And then
TOOLS.

It is better to focus on the long-term piece - what are people doing? And how to work with them?

What are some pieces that people can look to?

Chris Brogan does a lot of good stuff. I’ll just start with the blogs. Razorfish has been doing a lot of good stuff. I think the best way is to go to the companies and pick apart what they’re doing well.

Comcast, Dell, Half-and-half Microsoft, Dell.

And those changing things? Best BUy is tryin to do a lot with social.
Intercontinental Group.

One of the best persons to follow is Obama.

We see corrpoations merge all the time and cultures change all the time. Amazon and Zappos, for instance.

I was with Tony a few weeks ago.

I think the big difference is that the culutes are very difference. What you might expect is that a lot of the inventory will appear on Zappos.

This is important to know. Social media doesn’t scale. If we’re all about building one on one social media with these tools. It doesn’t scale.

Zappos is about one to one relations. You ask them a question and they’ll give you a response. But that means they have to hire one person for every 100 interactions. If you do, you’re going to have to start outsourcing.

One thing you can do to solve this problem is to focus on word of mouth marketing on the customer side, or get the customers to help each other. They haven’t built a tool that has customers help each other yet. Maybe they’ll build a page that lets people correlate certain items of clothing with shoes.

We’re just at the early stages of references and recommendations. Our research on Trust. You should expect your friend recommendations to appear on
rather than being supported by people you don’t actually know.

There was an article in Wired about the Facebook wall. With my friends telling me what to buy and what to eat. That is their exact strategy.

The social networks are Facebook and Twitter is not to be a destination site but to get the content out there. And they know that.

My most re-tweeted tweet was “IBM is afraid of Microsoft who is afraid of Google who is afraid of Facebook who is afraid of Twitter who is afraid of whales”. I know this because each of those companies has told me who they are afraid of.

What about walled gardens?

Consumers don’t think of walled gardens. Most people don’t know or care.

People don’t remember that Email is the biggest social network - and no one has leveraged that yet.

Email does all of those things - Email signing your name, CC’ing, E-mail lists and groups.

Would you say that Email is broken?

No Email is not broken. All the A-List bloggers communicate by Email. I’ve totally seen it happen. They don’t use the tools. They use Email.

Yahoo Gmail, ect. These are the dominant social networks.

Do you think people appreciate Yahoo! and what they’re doing? Like with Yahoo! Pipes?

There’s a lot of innovation at Yahoo!, but we only see it in pieces and spurts.

That’s definitely a trend we’ll see in 2010. Aggregation.
Right now the trend is pollination - that everyone is trying to get things out there. That creates a lot of buzz. Friendfeed, Google Wave - all of these things will be trying to aggregate the signal.

And people are saying –“ is this going to be a tool used in Enterprise?” Well, it’s going to be as successful as Google Docs is in the Enterprise. Google is not an enterprise play. We’ll have to see how that plays out.

Kelly Feller: The goal is to minimize the touch points .We think
“Oh my gosh” Twitter might increase that - Kelly Feller - From Intel social media.

Audience: Is there a cost differential for Twitter vs. calls?

Owyang: If people are Tweeting about Best Buy in their free time or off hours? Should they get paid? No - because they’d be doing it in their free time. This is something that’s not been solved yet.

Here’s something that’s happening. CRM - Oracle. There’s basically a huge database about you and what you do. Lots of companies are pulling in data about you and what you like. And then if someone says, “Arggh! This Sony TV has 4 dead pixels” - they know to send someone out - via a tweet or comment - to help them with that. But if people use a different ID, it is difficult to know where something comes from.

The second thing is that companies are not ready for this – they’re just like “woah”.

Regarding Mobile

Mobile in Japan is big. Did you know they only use the phone for 4% of the time to talk on it? It’s a different type of behavior - it’s a different type of engagement.

Audience: Why do they have two?

UncleNate: One for talking and one for data?

Audience: Youth don’t E-mail. They have E-mial accounts just to set up social accounts and things.

Owyang: One of my relatives in college says she only uses E-mail to talk with old folks like me.

But as the digital natives move into the work force, they’ll be forced to use Email.

Owyang: It’s interesting that Twitter is more skewed towards older people. But youth have been using SMS for years.

About Jeremiah

As an analyst at Forrester Research, Jeremiah is on the cutting edge of all things social media. He authored the recent report “The Future of the Social Web” and is #2 on the “Twitter Power 150 List.”
——

About Social Media Club of Portland Oregon

Social Media Club (SMC) was started in 2006 by Chris Heuer, co-founder and partner at The Conversation Group, and Kristie Wells, Co-Founder and President of Social Media Club, with the core mission to:

• Expand Media Literacy
• Share Lessons Learned Among Practitioners
• Encourage Adoption of Industry Standards
• Promote Ethical Practices through Discussion and Actions

Social Media Club Portland is one of a growing number of SMC chapters across the globe.

Interested in getting involved or would like more information? Feel free to contact us.

About Internet Strategy Forum

Internet Strategy Forum Summit is a way to engage with six global brand executives in a single day at an affordable price and gain actionable Internet strategy insights at the Internet Strategy Forum Summit on July 23 and 24 at the Governor Hotel in Portland, Oregon. Join other Internet executive attendees and our thought-leading presenters from top companies such as Forrester (Jeremiah Owyang), Hewlett-Packard, Intuit, Xerox, Intel, Portland Trail Blazers and WelchmanPierpoint.

These experts will share their experiences and ideas on how to best leverage the Internet and integrate it into your overall business strategy. Register for the Internet Strategy Forum and save 15% with our discount code: SMC.

About the Author

Amber Case is a Cyborg Anthropologist and new media consultant based in Portland, Oregon. You can follow her on Twitter @caseorganic.

On July 8th, the Computer-Human Interaction Forum of Oregon (CHIFOO) hosted Cathy Marshall of Microsoft Research at Jive Software (CHIFOO’s new location). Marshall’s presentation, titled Reading and Collaboration in a Digital Age: or How I learned to Stop Worrying and Love the Screen, was a mental tour de force that reexamined assumptions of how we read, annotate, and look at text.

Approximately 60 people were in attendance, and the audience and speaker discussion was lively and relevant. There was never a dull moment or boring segment. I sat there furiously trying to capture every piece, as you will see evidenced below.

A Short History of eBooks

Marshall: I know lots of you are thinking, “what does reading have to do with collaboration?”.

eBooks have really been around for a long time, since around the 1980’s. The first generation was really about hypermedia and multimedia. Kind of the excitement of having these things on the screen, to be able to do things that you couldn’t do before. Peruses was a site about ancient Greece — the reason people loved it was that you were able to look up words in Greek and have them available immediately.

Generation 2 had P-books, or portable books. This turned out to be a bad name. There were multiple jokes about it. There was even a Zippy comic that made fun of it.

The comic shows Zippy and his friend flying through the city on the back of a book. Zippy’s friend says, “I head that the E-book trend never really took off, sales of the things are tanking.” and zippy says, E-books will never replace P-Book!”.

There’s some more text discussing the comparative values of books over electronic media, and the cartoon ends with Zippy saying, “E-books are spineless”.

Marshall: I think there’s a real sort of cultural anxiety about the end of books, and the death of text. And there was also skepticism about reading on computers, Like Sven Birkerts, Richard Harper, who wrote about how paperless offices didn’t work. There were also people in library science who said that these things wouldn’t work out well eighteen.

Marshall brings out a slide of an old cell phone displaying a partial sentence from Moby Dick on its tiny, pixilated screen.

Marshall: For many people, their worst fear was of having to read something on a cell phone while being trapped in the airport.

But there is no reason to laugh about this anymore because people in Japan are actually reading and writing novels on cell phones.

In Family Circus…by the way….does anyone think Family Circus is funny? I think they must have some hidden message or something , and that’s why people keep publishing them.

Audience: I have some friends who carefully cut out Family Circus every day…and then replace the captions with something else. Then they’re funny.

A Family Circus comic shows up on the screen. The kid is talking to his mother. “I’m never going to start reading eBooks,” he says, “it’s too hard to curl up with a monitor”.

And one last point was from Clifford Lynch in the battle to define the future of the book in the digital world. He said, “Try to think of eBooks as personal libraries instead of books” First Monday, 2001. “>First Monday 2001.

Generation 3 - 2006-2008

By the time Generation 3 happened, the generations were getting closer and closer together (as they say in future shock).

In this generation, we asked ourselves, will eBooks somehow renew the social side of reading?

Why was it so hard to see what’s coming?

Reason 1: Changes aren’t always in technology.

There was a very famous article written by Vannevar Bush about a system he called a Memex (portmanteau of “memory extender”). It’s heralded as the introduction to the hyperlink, that you could go from one place to another and record that hyperlink.

“The advanced arithmetic machines of the future…will have enormous appetites. One of them will take instructions form a whole roomful of girls armed with simple keyboard punches and will deliver sheets of complicated results every few minutes”. - Vannevar Bush in As We May Think, 1945.

I took typing class too, on those big clunky computers. And there were no boys in the class. You weren’t a boy in my class unless you were in drag.

An audience member nods.  “Were you in drag?” Marshall asks.

“Depends,” he responds, “what year was that again?”

Why is it hard to answer this question?

Answer: Because it is often difficult to see the whole cost/benefit analysis side of the picture, like this panel I cut out from the back of a box of Shredded Wheat that says,

“Dear NABISCO Shredded Wheat Users”.

Reason 3: Reading is Invisible

“Nothing is more commonplace than the reading experience, and yet nothing is more unknown. Reading is such a matter so common that at first glance, it seems there is nothing to say about it. ”
Tzvetan Todorov, quoted by Nicholas Howe in The Ethnography of Reading.

Marshall: I’m kind of a feral Ethnographer. Sarah has worked with me and knows that I like to have principles.

I was sitting there on the airplane and I was sitting there watching this man read his magazine. There he was, reading this magazine. I thought I was so discreet. And at some point he got up and went to the restroom.

And he looked over at me and said, “you stole my magazine”. and I said, “I did not!” and he said, “Let me look in your briefcase”. And so reading is invisible. And it’s very dangerous to watch people read. And people think it’s creepy!

But in this talk I’m trying to summarize 15 years of studies on cooperation, and reading tech, to really find out what reading is. So you’ll have to bear with me as I tease out a definition.

I starting looking at intelligence analysts - how people gathered and collected things, and then how people annotated things, and found that they aren’t quite the scholarly things people see in the margins, and then looked at it in law offices and law school. Those also who came in and talked to the Vice President and President and briefed them every morning. And I actually got to be there when President Bush got the Osama bin Laden briefing.

I went to work at Microsoft and looked a Microsoft reader, and then I looked at shared annotations, and then how people clipped things out of magazines and how they read. So we looked at reading in some detail. Then I worked with some people t Microsoft at the New York Times Reader application. Does anyone have one of those?

One audience member raised his hand.

Well then, it was a tremendous success! The photos in it are really nice. You don’t really notice how nice the photos are in the Times until you view them in that reader.

Then she showed a photos of a guy sitting on the subway reading a newspaper seated next to a guy who was sitting there with a tremendous cathode ray tube monitor and keyboard on his lap, the computer unit on the ground underneath his feet. It was making fun of Reading, of course.

How Do Most People Think About Reading?

We think it’s private, individual, stationary and passive. We think it’s something as immersive, and sometimes soggy (she shows a picture of a guy reading a newspaper in the bathtub).

But what we found instead was that reading is mobile. That’s why reading on a screen was so dismal at first, because nobody wanted want to carry around a screen with them everywhere. Because reading was so mobile. What we found at first was that mobility overwhelmed many things at first.

“If I’m going home to Colorado, I have to be really sure I’m going to read something if I’m going to bring it. Otherwise, why should I bring it [if it's large, heavy]. [The Pocket PC] is small, it’s handy.”. Quote from a college student talking about a Pocket PC with his course texts.

Marshall: Note that he actually didn’t end up reading his coursework on over the break.

So reading is mobile, material, passive.

In The Places of Books in the Age of Electronic Reproduction, Geoffrey Nunberg of Xerox Palo Alto Research Center and Stanford University said this about eBooks:

“Reading what people have had to say about the future of knowledge in an electronic world, you sometimes have the picture of somebody holding all the books in the library by their spines and shaking them until the sentences fall out loose in space” (Representations 24, Spring, 1993). Also in Howard Bloch and Carla Hesse, eds., Future Libraries, University of California Press, 1994.

“You get this little screen, so you get no sense of even how long the work is…but you have 600 pages, which means what? No one knows. So I definitely don’t see it as a literary experience”. An English Lit Grad student talking about reading on the Jordana Pocket PC.

(Note from Amber Case: This is what I continually think about when I encounter a computer, because no matter how much data I stuff into it, it never gets heavier. A book weighs the same as a leaflet – nothing).

Marshall: Navigation is fundamental to the material of paper.

“Something else that I think I sometimes do when reading an article: I’ll be like, ‘boy this has been going on a long time, and sometimes I’ll even flip ahead and think, how many more pages do I have? And if it’s going to end on this page, then I may just read it. But if I see it’s three more pages, the…I may just either give up. Or just go into scan mode, where I just flip, you know, see what grabs my attention”

Marshall: Reading has a basic physicality.

(Note from Amber Case: Here, the materiality allows scanning, weight, and thickness).

“I usually read in one of the chairs in the living room. That’s partly because I don’t have a desk in here. The chairs are very comfortable. There’s a occasionally much too comfortable, that’s why I have blankets around every chair in the house, so I can always be prepared to go to sleep.” - An English Lit major talking about where she reads.

Then Marshall shows a quote from the French philosopher Jean Baudrillard.

“I can’t read this without a French accent,” she says, “else I can’t get away with it. Does anyone have a French accent?”.

No one in the a audience had one.

“The compact disc,” says Baudrilliard, “It doesn’t wear out, even if you use it. Terrifying. It’s as through you’d never used it. So it’s as through you iddn’t exist. IF things dont’ get old anymore, then that’s because it’s you who are dead”. Jean Baudrilliard, Cool Memories II.

Marshall: Maybe you don’t want the pristine copy - you want the one that is like the one you first bought in the 70’s. The one that is used. The one that is well read.

You think about how interact with books online - you don’t have to think about that with a paper book. You don’t have to think about how to annotate.

Audience: The medium of the book is to have it be as transparent as possible. But when you have these different mediums that have types of media placed, you can’t read them anymore. You’re inhibited by the medium. You notice it.

We’ll get back to that later - I have a big rant about that too.

People interact with text far more than they own up to. People don’t remember making the annotations, they idealize them, they make far more than they actually remember. And when you show someone their annotations from a few days back, they don’t know what many of the annotations were referring to.

Audience Member: Have you ever heard of the book as a sacred object? Because I’m a librarian and I can’t annotate a book. I buy one copy for me and another to annotate.

Marshall: And what about the Ebook? Do you value the Ebook?

Audience Member: There’s nothing sacred about an Ebook because it doesn’t have a material embodiment. And I know I’m not going to pass it along to anyone else.

Marshall: Not unless you violate the DRM you won’t!

Audience Member: Is that sacredness of the book genetic, do you think?

Audience Member: Well I don’t know.

Librarian: Well, I was one of those, “Matchbox car collectors, a ‘never open the package’ kind of person.

Audience: What about the notes taken by college students?

Marshall shows the image of a page that’s been completely highlighted.

Like this? Or some people carefully save all of their college notes and them look at them later, or think they will look at them later. Or value them highly, but never look at them.

Literally, though, this highlighting goes on for pages. If you find that at the beginning of a math book, it means that the person’s going to drop the class.

Audience: I could never buy a book that was already annotated, because I’d go through the book and be like, “that’s not worthy of being annotated! or that section is not important enough to be highlighted!”.

Audience: Can you tell me the context of this study? How it was formed? Where you got the information?

Marshall: I’m smushing together many years of research here, but I can tell you about a few experiments.

For instance, for the highlighting, annotation one, I staged myself in the Stanford bookstore and pretended that I worked there, and I stayed there 2-3 weeks, looking through 1000’s of textbooks, watching people buy used and new textbooks, eavesdropping on whether or not they would buy what kind of book, and interviewed them about f they would by

And a lot of them would look through books to see what had been outlined before they decided on purchasing them.

This was a study I did a dozen or so years ago. It was one of the first studies I did, and it was just to get an idea of what people did when they purchased textbooks.

Audience: Did you ever find out the answer, “why did you highlight this entire text? Like why so much?

Marshall: Well, I think it happens in instances where there’s really complex information placed in front of someone who doesn’t understand it. The highlighting becomes more of a tracing of general attention. Sometimes it is from multiple readings.

In Mortimer Adler and Charles Van Doren’s How to Read a Book, there’s a whole section on active learning. Sometimes I see those results. One time I saw a book with multiple different colors and I found a student who said, “Oh, I do that!”. I asked why, and she said, “Oh, I just change colors when I get bored”. Evidence of why it is important to ask.

Annotations May Quickly Lose Their Value or Be Forgotten

“Some of them are absolutely ridiculous and I can’t believe that I actually wrote this in pen in the book. Some of them are - I have no idea what I’m talking about. Some of them are really interesting, and it’s something I’ve forgotten. It just depends on the notes….when I did Milton, we were doing the epithets about Satan or something, so I underlined all of them. And when I was going back through it, I’m like “what on Earth!?” A grad student talks about annotations she made as an undergrad.

Marshall: The reason I found out about the subconscious stuff is that I’d go back with them through their notes a week after they’d done it and ask them about it, the notes, the diagrams, and some of them would say, “I’m sure it had some meaning at the time”. So annotations have more meaning than we think.

Reading is Interrupted and Variable

I think this is at the root of “what is reading”. It’s not this image of a little girl in the window seat and she’s totally engrossed in a book, uninterrupted.

“We do not read everything with the same intensity of reading; a rhythm is established, casual, unconcerned with the integrity of the text; our very avidity for knowledge impels us to skim or to skip certain passages (anticipated as ‘boring’) in order to get more quickly to the warmer parts of the anecdote…” - Barthes, The Pleasure of the Text.

Marshall: Reading is not a single, undistracted stream of concentration. Has anyone read all the words of Proust, or War and Peace?

Audience member: Yes. But it was not normal circumstances.

Marshall: Right, most of the time, reading is fragmented.

Turning a Page as a Complex of Lightweight Navigational Acts

A series of actions: Constance is reading the first page of a review, but halfway through the article she turns the page halfway over, so she can see the next article while still reading the first one.

She looks at the cartoon before she goes to the next page because she thinks it’s funny.

She goes through the next page, which looks like a lengthy review, looks at the ads, because the likes to look at the ads.

She successfully flips over the magazine so that she can read the next article.

She changes the orientation of her hands so that she can comfortably read again.

I have so many videos of people moving their hands to their face or moving them when they’re

I’m going to claim that reading is social. Not that it is intensely individual, as many people may think.

“It is also worth noting that solitary reading always was, and still is, inherently social: how we read is ultimately determined by social convention and community membership”. -David Levy, Scrolling Forward: Making Sense of Documents in the Digital Age

Marshall: Now I’m going to bring up our old friend, the CSCW matrix.

When, Where, same time, different time, Same place, different place. It’s been around so long that I couldn’t figure out how to source it.

Audience: Stands for Computer Supported Cooperative Work.

In the upper left: reading together, same time, same place.

We were watching students read on the web and we seated each one in front of a computer. We just told them to ‘go and browse the web’. And very quickly they had organized themselves in twos or threes around the computers instead of individually exploring the web alone.

And then we did studies with an early Web TV, and I thought, “ ‘ho hum!’ big deal, the Web on your TV!”

But then I watched as one kid was messing around with the Web TV, and another kid joined him. Before long, they were negotiating about where to go next on the web.

And then there were situations designed to read socially, like reading groups.

One of the things I noticed is how people stayed together while reading together. One of the problems with some books is that people go to the used bookstore and buy different editions, and people all have to align in class on the same class. They’re all different ways people use to get to the same page. Chapters, indexes, page numbers, ect. What we noticed is that people can be productively engaged in the discussion but not actually on the same page. This sort of things people would get punished for.

Audience: Was it established why it was important to be on the same page? Reading together: on-the-spot research enhancing discussion or digression?

Marshall: Well, we did some studies where there would be a line in the reading like “Did they really hang dogs a witches?” This was an interesting quote so all the kids reading on their pocket PC’s began to look it up. Some teachers found it to be good, and others a distraction.

But a problem with sharing reading materials occurs when one tries to share them electronically, especially with a Kindle.

Audience: You can share books on a Kindle!

Marshall: Even DRM ones?

Audience: You can share them if they’re in the public domain.

But that’s not the same as sharing a book. The problem is that you have to have an ID or account to share that data. You can’t just pass it to the next person, like you would with an analog book. You can’t share the data itself, or annotations, or things you’ve torn out.

Speaking of tearing out data; we all have experienced this. Tearing out data makes us this of our mothers, our mothers or brothers or sisters, tearing something out and mailing it to us.

H3>A Few Questions About Sharing Encountered Information

How important/ubiquitous is the information? Do people cut out things to annoy people?

It’s kind of like, you buy a magazine because of the things you might find in there. But you don’t know what’s going to be in there.

Audience: I now look at people’s Twitter feeds to see what I should look at.

At this point, @brampitoyo said (on Twitter) “@caseorganic Twitter is made for sharing artifacts encountered everywhere else. RT is one of the forms.”

Marshall: What are some of the reasons people share?

1. Sharing for mutual awareness.

2. At work, in customer-focused jobs.

3. At home, keeping up with friends and family
short of a way to keep in synch.

4. Sharing to educate or raise consciousness. Valued by sender — perhaps not by receiver.
Mostly occurred for personal topics/home

Audience: I was thinking with Twitter how funny it is, how the more boring Twitter users just send out links, and we don’t get to know them as person.

Audience: Well, I like those people!

5. Sharing to strengthen social ties
“I’m thinking of you”
“We have common concerns”
“We have the same sense of humor”.

Audience: Or sometimes you’re sharing to make people think you’re smart

Yes, we just notice it because it’s so obnoxious, but it’s rally not that prevalent. Just sharing knowledge to show off.

Audience; Or sharing to “hint”, like “I’m thinking about getting a camera”.

P2, a high school student, receives links to online article from her dad sometimes as often as 2 or 3 times a day. She usually reads he article son the screen and doesn’t keep them. For example her dad recently sent her an article from the NY Times. “Sending these articles is nice. I don’t know how we started doing it, but it feels nice to know people are thinking about you. It’s our way of keeping in touch.

Marshall: Here’s an example of sharing to educate.

P15 has a pre-adolescent son has been diagnosed with Asperger’s Syndrome, a form of high functioning autism. The mother found an article on educating children with Asperger’s syndrome and photocopied the “really good” article from Time. Then she told the her son’s teacher that she should read it.

The Social Role of Sharing: Myth Busting

All four participants in our study shared information. None of them dominated in sharing the inormation, and none of them were the single sharers of information.

This busts the idea of people setting themselves up as “information brokers’ not many people just
send out completely, or one-way. Everyone sends out a few links.

Audience: There are some people on Twitter who Retweet. I don’t really like that.

Audience: Tell them!

Marshall: I’m worried about you and Twitter. We should talk later.

Audience: I work alone, so it’s my water cooler that I check every few hours.

Marshall: Still, I think you’re spending too much time on it.

It’s more complicated than that!

Riox looked at why people share or don’t share data.

Do I have the recipients email address at hand?
What will it look like?
Will this seem impersonal?
Will the Email look like spam?
(Riox, 2000).

Form is important.

A technological solution for sharing should:

-Present a sense of layout and article boundaries.
-Allow the sender to limit or expand scope or context (compare sending a photo plus text vs. part of text).

Modes of Sharing are Important

“My plan is to actually give a hardcopy of an article from nature to him and talk to him about it, rather than just put it in his inbox because he’d kind of wonder where it came from or why he was getting it. And I’d rather say, hey, I saw this online and it’s pretty interesting. Check it out”.

Because he wants to get this higher into another person’s attention instead of the low attention the recipient might give the article should he receive it through a digital source.

“I have come to view margins as a literary commons with grazing room from everyone - the more, the merrier”. - Anne Fadiman, Ex Libris : Confessions of a Common Reader, London : Penguin Books, 1998.

Of course, sharing annotations is more complicated than it looks.

See, for example, Shipman et al., ECDL 2003.

I was working at Microsoft Research and a guy on my team said, “wouldn’t it be cool if the annotations you wrote would be sent to the author of the book?” and I said, “No! I’d be dead!”.

But, I thought, is there a way to take multiple highlighting, annotations of multiple copies of the same book and see commonalities between them, in order to deduct the most useful pieces of text — a sort of wisdom of crowds sort of boil-down?

Annotations in the Aggregate

Consensus is significantly more common than predicted by strict probabilistic calculations of overlap.

Annotators converge on important text that is different than the text that the authors and publisher designate as important.

Annotation; collective effects. If you had dozens and dozens of books, could you use a ‘wisdom of crowds approach to zoom in on something that was important? Something that many different people underlined across all of the books? Some essential passage?

Audience: The Folksonomy of Cliffnotes? Is that what you’re getting at?

Marshall: Maybe… Kind of.

Audience: Or like a Wiki?

Collaboration and reading technologies; What of displays - are we thinking enough about “looking on” or shared focus?

How do social expectations interact with restrictions introduced by Digital Rights Management?

Which collaboration architectures will work for people using the same collections (i.e…annotation, reading rooms, bookmark servers)?

Are there new modes of collaboration enabled by digital devices?

Collaborators:

XLibris studies: Morgan price, Bill Schilit, and Gene Golovchinsky at FXPAL.

About Cathy Marshall

Cathy Marshall is a Senior Researcher at Microsoft Research, Silicon Valley; she has knocked around in both the product and research divisions at Microsoft. Cathy has long worked in the disciplinary interstices of computer science, information science, and the humanities, with occasional collaborations in the arts and the sciences. She was a long-time member of the research staff at Xerox PARC and is an affiliate of the Center for the Study of Digital Libraries at Texas A&M University. Cathy won the ACM Hypertext conference’s best paper award in 1998 and 1999, and the best paper award at the IEEE/ACM Joint Conference on Digital Libraries in 1998 and 2008. She has delivered keynotes at WWW, Hypertext, Usenix FAST, CNI, VALA, ACH-ALLC, and a variety of other CS and LIS venues.
MS Reader study:
Contact info: http://www.csdl.tamu.edu/~marshall

cathymr [at] Microsoft [dot] com.

Amber Case is a Cyborg Anthropologist studying the effects of technology on the way humans think, communicate, and act. She can be reached at caseorganic [at] gmail [dot] com or on Twitter @caseorganic.

If there’s a Portland conference this summer that you don’t want to miss, it’s Portland’s Internet Strategy Forum. Where else will you be able to meet top-level experts and analysts like Jeremiah Owyang of Forrester Research, or Katherine Durham, VP of Marketing at Hewlett-Packard?

For less than $200, you gain access to a class of experts that will only be in Portland for a day.

Event Tracking with StreamGraphs

Last year, I used StreamGraphs to visually track buzz around Internet Strategy Forum 2008. This method allowed me to see which speakers had the most audience support and interest. This year, I’ll be doing the same thing, and my results will be made available two days after the conference (check back here for a complete report).

Follow the Visualization

If you want to follow my progress as I track and visualize the conference, feel free to follow me on Twitter @caseorganic, or subscribe to Hazelnut Tech Talk by RSS.

Event Details

The conference occurs on Friday, July 24th from 8:30Am - 5:00 Pm, and check-in begins at 8:15 Am. If you don’t yet have a ticket, you can get one at the Internet Strategy Forum website. The conference will be located at the Governor Hotel, which is at 614 SW 11th Ave., Portland, OR 97205.

Out of Town?

You can attend Internet Strategy Forum remotely too, and the cost is just $175.00.

Need More Information?

For more information, call 971-223-3838 or E-mail events@internetstrategyforum.org

Speaker Bio - Jeremiah Owyang

Jeremiah Owyang is a leading research analyst in the social computing industry and is the author of the influential Web Strategist blog. He ranks #2 on the Twitter Power 150 list.

TOPIC: The Future of the Social Web (based on new Forrester report)
Although social networks have caught the attention of brands and consumers, today’s social landscape is a primitive series of unconnected islands. Expect new technologies to emerge that connect all systems and communities together –that allow communities to spread and share from one another. This simple technology changes the web landscape as consumers rely on their peers to make decisions, any web experience can now be personalized, and social networks become as powerful as CRM systems. Marketers must be ready for the drastic changes to come as power shifts to micro-celebrities, communities, and social networks –not traditional marketing. Jeremiah’s presentation will cover these changes in detail.

Speaker Bio - Katherine Durham

Katherine Durham is the IPG-A Vice President of Marketing. In this role she is responsible for building the HP brand and driving demand for imaging and printing products with Consumer, SMB, Enterprise and Public Sector segments across the U.S., Canada and Latin America. In addition she is responsible for Environmental Leadership — compliance, sales support and marketing — across the Americas.

Since joining HP in 2000, Durham has held a number of positions in the Americas marketing organization. From 2005-2007 Durham was the Director of Business Planning, Market Insight and Operations where she re-architected the market insight team to deliver more differentiated customer insights, established TALC (technology adoption lifecycle) for the region and built a global delivery team in India. Before that Durham was the Director of Communications for IPG’s consumer and commercial business as well as the PSG’s consumer businesses, responsible for advertising, in-store execution, on-line communications, events and more. Durham also held roles as the e-marketing manager and NA brand manager for IPG-A Marketing.

Kent Lewis recently interviewed Katherine Durham about her keynote at Internet Strategy Forum.

Credits

Photo of Jeremiah Owyang courtesy of brad_crooks.

You can register for Internet Strategy Forum 2009, or learn more at the Internet Strategy Forum website.

—–

Amber Case is a Cyborg Anthropologist and New Media Consultant based in Portland, Oregon and elsewhere. You can follow her on Twitter or Contact her at caseorganic at gmail dot com. She wrote her thesis on how mobile phones and their growing role in human interaction. Read The Cell Phone and Its Technosocial Sites of Engagement.

On Thursday, June 4th, 2009, members of the Portland Advertising, Tech, PR and Social Media community gathered to watch a panel event called “Who Killed Social Media?”. It was moderated by Marshall Kirkpatrick @marshallk, VP of Read Write Web, and one of the most prolific and RSS-informed people in the technosocial universe. The panel was a partnership between Portland’s Nemo Design (who graciously provided beer and a nice meeting space), and Group Y Network.

Marshall started off the panel by saying that terms are strange, for instance, “social media tends to be a little bit more broadcast and marketed, vs. the social web, which is a little more a way of life”.
–

Social Media Panelists

James Todd - @jwtodd

Software Engineer - Worked at Sun for over 50 years. Involved with Twine.

Lee Crane - @leecrane

Action Sports Media Veteran (Does that mean he’s wounded?), and proud blogger.

Matt Savarino - @Ridertech

K2, worked with the XGames.

Tony Welch - @frostola

Leads the Social Media strategy at HP, does the social media strategy for the laptop division.

Dave Allen - @pampelmoose

Community Manager, Director of Insights, Nemo Design

—

Who Killed Social Media? - The Panel Begins

Marshall Kirkpatrick: Just like when you open a fortune cookie and add “in bed” to the end, we add the “how will it make money”, “how will we market it” to the end of each social media question.

First question was for Tony,

Tony Welch: The alpha geeks validate our technologies. There is someone you go to when you want to know about computers. They validate what HP is doing. From there, hopefully you can use that relationship to bridge down to the rest of the mass audience.

James Todd told everyone go to Twine.com, and said this name multiple times throughout the panel. But by the end, it was apparent that he truly believed in twine and how it is a true filter for information streams, be it social or not.

Marshall Kirkpatrick: Twine is like a social bookmarking tool that automatically grabs material from the content of web pages and places in a tagged, semantically linked structure. Last month, Twine surpassed Delicious for number of unique visitors. Some people love Twine, but there’s also ample people who follow them around and criticize them.
–

The Semantic Web

James Todd: Semantics have been around for many ears. It’s pretty easy to screenscrape and provide APIs to that data, which Twitter does really well (it’s API). Down the road, consumers actualy have the ability to be in the driver’s seat.

The semantic space has really been driven by academics. While it is easy to talk the talk, you also have to walk the walk. Providing a list of distributed databases to provide access and crosslinking to those databases allows you to be able to know your customers much more.

The bar was set high; as Marshall said, he lives 5 years in the future and sometimes comes back to visit us. We hadn’t quite delivered some of the API features that we wanted to. Some of those future features. We use a lot of Open Source. A lot of it which only works on White Boards.

Let me just be really candid here — there’s been a lot of sidebar discussions. If you have a social application, you really have to have engagement. The promise has not really been delivered yet, but it is on the way. We’ve been a little bit burned by the alpha users in our experiences. We syndicate with Twitter now, and we’re getting a lot of people to use that. Really, we just want to average person to use it.

Marshall Kirkpatrick:
So, realizing that some of your critics have financial interests, realizing your shortcomings and working them out. But what James really wanted to talk about is the future and what’s coming down the night.

Not sure how many of you have heard of the new product Google Wave, but James has been following that particularly close, and if that’s one of the visions of the far-out future and how it can work…then.
–

Social Collaboration

James Todd: I have a problem with formal names, such as the Social Web. To me, I think the social web is just allowing people to communicate — bidirectional- back and forth. I think that what the Wave is going to allow collaboration. Allowing the average person to casually use applications. Google Wave allows people to do things on top of those applications naturally. It’s built on XMPP Jabber, which is the technology that instant messaging is built on. I think the consumer will be in the driver’s seat on which services will be allowed to integrate with each other.

I envision a point where pople will be able to choose which services to interoperate.

I used to work on a JUXTA project at SUN (where he worked for about 15 years), which we put XMPP on top of. This stuff can be small group oriented, which I really like better than large group orientated. I think that communication/collaboration is going to be the next bit thing.

Marshall Kirkpatrick: So the future will be a bunch if little groups talking with robots coming in giving updates on the snow conditions on the slop that the small group is going to go snowboarding on later.

So lets talk with Lee on the transition that we’re going to be going through in the transition from analog to digital media. He’s been in the television industry, but he’s also a blogger as well, so I think he has an understanding of this space really well.

The Transition from Traditional Media to Social Media

Lee Crane: When the cotton gin came, it actually made people’s jobs a lot easier. But now people want to be able to communicate 24 hours a day, so the marketer has to be available at all times. Traditionally, a marketer would make segments and send out some marketing, and set back and say “cool”. Now people know when they’d not doing a good job because no one is responding to it.

The difference is today that it is no longer the marketers that are doing the communicating — It’s the customers that are doing the communicating, and they’re doing it would your consent.

The difference being that it is…more difficult.

Marshall Kirkpatrick: Is it fair to say, lets not do push marketing media type stuff and instead communicate with our users, or…

Lee Crane: The media landscape is so fragmented now that people are being so bombarded with little bits of information that our job becomes bombarding them with lots of relevant information. The game becomes and instantaneous battle of having relevant information every minute of the day.

Marshall Kirkpatrick: While maintaining authenticity.

Dave Allen: Yes.

Marshall Kirkpatrick: So lets say someone was crazy enough to want to get into that, what do you think a good way to get into that would be?

Lee Crane: Well, it’s that if people are saying you have to Twitter, you HAVE to Twitter. When they say you have to Blog, you have to Blog. And the problem is that to understand it, you have to blog for a while.

There was a conference — and Ev was asked, “why is it that 50% of Twitter users don’t don’t Twitter after signup”.

When I first signed up, I didn’t have anyone to talk to, so there was no real point in updating.

That’s kind of what is happening, “there’s this Twitter thing going o, so we should have to Twitter. So can someone just say something that just happened in the Office?”.

Marshall Kirkpatrick: Let’s talk to Matt Savarino next. He has a lot of experience with Extreme sports, has long been interested in geolocation, and has a substantial Facebook presence.

The big question I have for you is, are all these freaky things you’ve been interested in finally picking up speed with the general market?

Matt Savarino: Basically, the question of who you know and where you’re at is becoming commonplace. I bet most brands here don’t have a mobile website, and they should. In the future, I think it is important that sites have one to prove that they are not subpar.

Marshall Kirkpatrick: We discussed youth marketing in general. Do you think that’s important now for people under the age of 25?

Youth Marketing

Matt Savarino: In my experience, kids don’t have the iPhone. They generally have ht free flip-phone, ect. Parents generally don’t invest in something that, if dropped once, will be broken (I don’t agree with this. I’ve seen 13 year olds with iPhones, the middle class market, definitely). But when I look at middle school kids now getting out from school, all of them have their heads down, texting.

–

Social Media Decision-making in a Multi-Channeled World

Marshall Kirkpatrick: We’re making decisions like that- do we do a mobile site, do we do a web app? It is difficult to have the conversations without first discussing ROI.

Matt Savarino: There is a large problem with having g the data be tracked, ROI tracked. The people who know and see and use these things, and the people who don’t. Justifying to them that if 30 people Tweet the post to their friends, that that has value, even if they didn’t buy a ticket. And with apps, I have to prove to them that I am giving them engagement, when they want me to give them traffic. But the problem is that these brands have traffic already, they just don’t have the engagement.

You can choose NOT to do it, but your competitor will. Burton snowboards doesn’t capitalize on Twitter, which is a tremendous opportunity for us to prove that we have something they don’t. Because they’re one of the biggest brands out there, and they’re not doing something important.

Marshall Kirkpatrick: Would you like to share your insurance analogy?
–

Social Media Insurance and the Case of Emusic.com

Dave Allen: It is difficult to convince executives to pay someone $55,000 a year to scrape the web. So I tell them, put that $55K into insurance. Because if your brand doesn’t own the message, the message owns the brand.

A company that did not share in this idea was Emusic, who was smashed this week.

833 people on Emusic’s blog said “Goodbye”, and Emusic did not respond.

One of the people who should’ve responded said, “I’m going to go on vacation for 2 weeks”, and, as you know, 2 weeks in Internet time is infinity.

What they ought to have done is completely pool their subscription base, 400,000 people, and say “hey, we’re thinking of acquiring the Sony music collection - are you interested?”. And I be you that 98% of those subscribers would’ve said, “no thank you”, and then set up a tiered system so that the 2% that is interested would pay for this additional music collection so that the rest of the subscriber base could’ve been grandfathered in and still had access to the independent music that they’d been so supportive of for the past 10 years.

They need to get the CEO onto Youtube to say, “I’m sorry, we blew it, really, really badly — and then apologize profusely to the subscriber base”.

Now that we have access 24/7 to spread our thoughts across the web, then

If you’re the manager of a brand, you have the ability to control the message - to jump in and interact with it, help shape it.

Marshall Kirkpatrick: (Sarcastic) Are you sure it wouldn’t just be a good idea to just be really nice, and just tell everyone about your products?

Dave Allen: Why should we do that?

Marshall Kirkpatrick: Because that’s what’s made money for the majority of people in this industry since the industry began.

Dave Allen: Well, that’s not how I make my living.

So, is Social Media Dead?

Rod Pitman (audience): Well, I have a question. Is social media dead? Isn’t that the name of this panel? And if not, why? I think that, if you don’t have a story, you’re dead.

Dave Allen: I agree. A story is necessary. But there is the name of the panel, which I am responsible for, and the question behind that is what is behind social media, and to also start a discussion.

Marshall Kirkpatrick: Would anyone else like to speak about push marketing pushed over social media tools, vs. the opposite, which is engagement?

Matt Saravino: Social media is by no means dead. I think that over time, your intent becomes obvious. So if your intent is that you’re going to constantly tell me that your products are 20% off, I’m going to realize that. To be genuine, and to realize that people can see right through you.

If you’re trying to broadcast deals, then call your Twitter account “BrandDeals” or something, so then people at least know what to expect.

Lee Crane: Social Media is not dead, it’s actually the other way around. The Social is killing the “media.”

Watch What You Predict

Tony Welch: How many of you do SEO or SEM? SEO and SEM will be dead as you know it within 6 months. Google is going to take into account now much more about what’s happening. Now, when people talk in your name, people will see social conversations about your company showing up in Google results, from Facebook, Twitter, Flickr. It’s now about brand management vs. SEO.

Dave Allen: Great, so you can take all that money you put into SEO and SEM and put it into community management. And you should not retain your assets but spread them as far and as wide as possible.

If we are moving away from SEO/SEM and into community and reputation, then it is of tremendous importance to protect and monitor communities and reputations.

Tony Welch: Anyone know what the second largest search engine is? Facebook. Twitter is coming next. People are spending a lot more on relationship analysis.

Self-Censoring and Social Media

Marcus Miller (audience): I guess that Dave has no self censoring problems. Tony you speak to - the idea that when you do any Twittering, then it is you. What degree do you find yourself self-censoring?

Tony Welch: There are some things I would love to Tweet about, but as I do work at HP, there are some constraints: for instance, I can’t just post anything because I’m also representing part of HP, and what I say can reflect on the brand.

Lee Crane: I use pseudonyms. I use fictional constructs, which also blog for me.

Dave Allen: Do you pay them well?

Lee Crane: I do. Very well.

Dave Allen: I’m not as wide-open as you think. I have a 30 second rule, and if it still reads well after that, I post it. I also don’t do anything online after 11 O’clock. Because I drink a glass a glass of wine. That’s a new rule I’ve decided to follow.

Technological Adoption and Social Class

Carri Bugbee (audience): brings up a questions about kids having flip phones, but per danah boyd’s research, social class plays a bit role in having iPhones or not. The man from New York who sent this question says, “all my kids have iPhones”.

Matt Savarino: That sounds like a very nice family to be in. But the majority of kids don’t have these technologies.

(break)

Lee Crane:Right now, it seems like there’s so much volume of information out there that we can ignore everything.

Marshall Kirkpatrick: Some people who tweet as many as 5 times a day feel like they’re flooding the world with too much information. I prefer to get RSS feeds from people and companies so I can keep track of all the the updates in an organized manner.

Community Management - Tracking the Social Web. Monitoring, then Participating

Tony Welch: We use a social media tracking program called Radian6 to track what’s happening on the social web. I’m not actually participating in conversations but am watching them happen.

Dave Allen: That’s classic community manager. Monitoring the network is the first step to maintaining reputation. You should not start right away by saying ‘We’re such-and-such a shoe brand”, or we have to jump in and get a Twitter or Facebook page, ect. If you don’t have a plan for that, it’s going got be a bit of a nightmare. There’s always this expectation or practice built around it. I wish there were such a way that I could get across to these companies about the need or them to have an insurance policy.

Tony Welch: One time, when I was looking at what people were saying about the community, and this one guy said, “I hate HP so much that it hurts when I pee”.

(Laughter)

Tony Welch: And so I think, what am I supposed to do what that? Do I engage? How do I engage?

Lee Crane: Well, he’s probably not using the product correctly.

(More laughter)

Nicole (audience): It’s not going to be who killed social media, but who killed the companies, because they didn’t participate? How, if you’re in one of these companies and have them understand the insurance principle, or the stupidity of companies?

Tony Welch: You pull up Google and pull up their name, you go to Twitter and pull up their name, you go to Facebook and pull up their name — and you say, “look at all of these people having conversations about your brand without you participating.

Panel Conclusions

The battery on my laptop died just before the end of the panel, but Ed Borasky (@znmeb) came up to the mike and asked a very potent question.

“Some people got in on the ground floor of Twitter,” said Ed, “but it’s too late to do that now. My question is what is the next service to get in on the ground floor of. For instance, there’s no way to be Scoble, or Oprah, now that it’s been done”.

I’m not sure who it was that responded, but a number of the panelists did, and the response was along the lines of personal branding. “There’s always opportunity to develop a brand. And there’s never been a chance to be Oprah,” they said.

Nate DiNiro (@unclenate“) also asked if social media was going to backlash, because now “aren’t we all just looking at screens?”. He wondered if there was a point when we wouldn’t be able to take the inflow of information anymore - when we would just ’snap’.

Dave Allen: I don’t think so. I’ve had a greater ability to meet people through Tweetups and get to know them in real life more than if I didn’t have the technology. In many ways, looking at a screen has made me more social.

The panel ended on a high note, with Dave Allen saying something really awesome, and the networking continued into the night, moving from Nemo to various bars and pubs. Thanks to everyone who helped up the event on, including Nemo Design, GroupY, and the panelists, and special thanks to Marshall Kirkpatrick, who did an excellent job of moderating.

Who Killed Social Media Recorded Livestream

If you missed the event, or want to make fun of the lousy job I did of trying to type way too quickly during it, then you can watch the saved livestream of Who Killed Social Media at USTREAM.

-

Amber Case is a Cyborg Anthropologist and social media consultant living and working in Portland, Oregon. You can follow her on Twitter @caseorganic. She has a background in qualitative and quantitative analysis and is available for short-term projects involving new media, online presence, digital branding, data aggregation and event coverage. If you’re not on Twitter, reach her at caseorganic [at] gmail [dot] com.

This morning I met with Brooks Gilley, Partner and Managing Director of 52ltd Portland’s only locally owned and operated full-service staffing resource for the creative industry. We had a great discussion on how marketing is changing, and how some companies really ‘get it’, or at least attempt to experiment with this strange new medium, while others are left behind.

We were meeting to talk about a creative event that will be occuring on May 27th at Univeristy of Oregon’s White Stag Building in downtown Portland. The event will feature four panelists from fields ranging from advertising, social media and sociology/anthropology. I’ll be on a panel discussing cyborg anthropology, new media frameworks, and changes in marketing in the digital era.

Panelists

I’ll be speaking with a variety of others, including an executive from Crispin Porter + Bogusky (the agency that worked on the infamous Facebook Burger King Whopper Sacrifice campaign).

Other panelists will include the Directory of Interactive Media for the Portland Trailblazers (whose community engagement strategy has been quite impressive), as well the possibility of a professor of Sociology from Portalnd State University, but I am unsure of his name yet. All told, the event should be a great chance for all of us to share different perspectives and strategies with each other and an audience of creatives, freelancers, and marketers.

More Information

I’ll post more details as the event nears, but it should begin at around 6:15 Pm at the White Stag Building on NW Couch street. There will be ample time for networking, so if you’re excited to meet new people, come on out. It is a free event too, so you’ve got nothing to lose. Check the 52ltd website for details as May 27th approaches, and if you’re looking to hire a creative or looking for a creative gig, consider making an appointment with them.

If you have any questions you’d like us to cover on the panel, feel free to E-mail me at caseorganic [at] gmail [dot] com, or simply reply to me at @caseorganic on Twitter.

Related articles by Zemanta

• Friends, Until I Delete You (nytimes.com)
• Online communities as engagement tools at the Marketing 2.0 conference in Paris (thecustomercollective.com)
• Interesting snippets for agency types from SXSW (sparkthedebate.blogspot.com)
• The Future of Advertising. WTF? (slideshare.net)
• Social Media Firm Room 214 Hires Online Community Manager (readwriteweb.com)
• The Most Innovative Companies in Advertising & Marketing (scotttesta.com)

May 7th, 2009 - PORTLAND, Ore. – TechAmerica Oregon (formerly the Oregon Council of AeA) announced at a ceremony last evening the winners of this year’s Oregon Technology Awards. The winners represent the top companies in five categories that include: System/Hardware, Software, Technology-Service, Emerging Company, and Cool Product. This year, more than 60 nominations were received, with the top three in each category being selected as finalists. The winners were selected based on the biggest positive impact they were able to make in their industry and within the region.

More than 400 guests attended this year’s awards program to acknowledge the technical, business and community achievements of all the finalists.

This year’s Oregon Technology Award winners are:

System/Hardware Company of the Year

TriQuint Semiconductor

Software Company of the Year

Tripwire Inc.

Technology-Service Company of the Year

ACME Business Consulting LLC

Emerging Company of the Year

Jive Software

Ralph Quinsey, president and CEO of TriQuint Semiconductor, was also honored as Technology Executive of the Year. He was selected based on his leadership in his company, the greater Oregon community and the technology industry. Quinsey was chosen by a collection of the program’s previous Technology Executive of the Year and Lifetime Achievement Award recipients who make up the Selection Committee. Nominations were evaluated from the committee and from the technology community
at large.

“We wish to thank all the finalists for making this year’s competition very competitive,” said Jennifer Bosze, executive director, TechAmerica Oregon. “Oregon’s technology community is robust and offers some of the world’s most innovative products. It is an honor to come together for a fun evening to acknowledge these technical, business and community achievements.”

In addition to the winners named above, three products were previously selected as finalists for this year’s Cool Product of the Year. These products were voted on live by event attendees using state-of-the-art polling technology. Through the use of a mobile phone, each person in attendance was able to vote live and see the results tabulated in real time. The winner of this award is:

Cool Product of the Year (TBD)

XXXXXXXX

About the Oregon Technology Awards

The Oregon Technology Awards are underwritten and produced by financial and in-kind sponsors. The presenting sponsor is UnitedHealthcare. Other sponsors include Pop Art, McClenahan Bruer Communications, Webtrends, Oracle, Woodruff Sawyer, Perkins Coie LLP, Stoel Rives LLP, Momentum Management Resources, First Tech Credit Union, KPMG and USI Northwest.

To learn more about this year’s Oregon Technology Awards event, please visit http://www.oregontechawards.com.

—

About TechAmerica

TechAmerica is the leading voice for the U.S. technology industry, which is the driving force behind productivity growth and jobs creation in the United States and the foundation of the global innovation economy. Representing approximately 1,500 member companies of all sizes from the public and commercial sectors of the economy, it is the industry’s largest advocacy organization and is dedicated to helping members’ top and bottom lines. It is also the technology industry’s only grassroots-to-global advocacy network, with offices in state capitals around the United States, Washington, D.C., Europe (Brussels) and Asia (Beijing). TechAmerica was formed by the merger of AeA (formerly the American Electronics Association), the Cyber Security Industry Alliance (CSIA), the Information Technology Association of America (ITAA) and the Government Electronics & Information Technology Association (GEIA). Learn more at www.techamerica.org.

Press Only

Contact: Barry Katcher, McClenahan Bruer Communications for TechAmerica Oregon, at 503.546.1000 or barry@mcbru.com or Jennifer Bosze, Executive Director, TechAmerica Oregon, at 503.624.6050 or jennifer.bosze@techamerica.org.

The Oregon Council of AeA (formerly the American Electronics Association) announced on Friday, Feburary 6, 2009, the selection of Ralph Quinsey, president and chief executive officer (CEO) of Hillsboro, Ore.-based TriQuint Semiconductor, as the 2009 Technology Executive of the Year. Quinsey will be recognized publicly for the honor at this year’s Oregon Technology Awards program on May 7, 2009 at the Portland Art Museum in Portland, Ore. Quinsey’s company, TriQuint,
(NASDAQ: TQNT) is a leading radio frequency (RF) product manufacturer and foundry
services provider in the semiconductor industry.

Award Selection

Quinsey was selected as the Technology Executive of the Year based on his leadership in his company, the greater Oregon community and the technology industry. Quinsey’s results- and employee-oriented approach to guiding TriQuint has contributed greatly to the company’s year-over-year growth over the past three years during a challenging period for much of the semiconductor industry. In his spare time, Quinsey contributes to his community in a variety of ways including his membership on the advisory board of Portland State University’s Maseeh College of Engineering and Computer Science, which receives input and funding from TriQuint.

About Quinsey

Quinsey is widely recognized as streamlining the operations and focusing the market direction of TriQuint since he joined the company in July 2002 as president and CEO. While TriQuint has received mainstream exposure for its products’ place in many of the industry’s leading smartphones, the company also supplies products for WLAN, GPS, basestation, WiMAX, and defense and aerospace markets.

For this year’s award, Quinsey was chosen by a collection of the program’s previous Technology Executive of the Year and Lifetime Achievement Award recipients who make up the Selection Committee. They evaluated nominations from the committee and from the technology community at large.

“It truly is an honor to be recognized by one’s peers in the Oregon technology community,” said Quinsey. “This award would not be possible without the determination and innovation of my colleagues at TriQuint. I have been fortunate to work with such a talented team during the past six years.”

To learn more about this year’s Oregon Technology Awards event, visit http://www.oregontechawards.com. At the site, nominations are currently being accepted for the following awards: System/Hardware Company of the Year, Software Company of the Year, Technology-Service Company of the Year, Emerging Company of the Year and Cool Product of the Year.

About TriQuint

Founded in 1985, we “Connect the Digital World to the Global Network”™ by supplying high-performance RF modules, components and foundry services to the world’s leading communications companies. Specifically, TriQuint supplies products to four out of the top five mobile device manufacturers, and is a leading gallium arsenide (GaAs) supplier to major defense and space contractors.

TriQuint creates standard and custom products using advanced processes that include gallium arsenide, surface acoustic wave (SAW) and bulk acoustic wave (BAW) technologies to serve diverse markets including wireless handsets, laptops, GPS/PND, base stations, broadband communications and defense and aerospace. TriQuint is also lead researcher in a multi-year DARPA program to develop advanced gallium nitride (GaN) amplifiers. TriQuint, as named by Strategy Analytics in August 2008, is the number-three worldwide leader in GaAs devices and the world’s largest commercial GaAs foundry. TriQuint has ISO9001 certified manufacturing facilities in Oregon, Texas, and Florida and a production plant in Costa Rica; design centers are located in North America and Germany.

About AeA

AeA, the nation’s largest technology trade association representing all segments of the high-tech industry, is dedicated solely to helping our members’ top line and bottom line.

We do this in partnership with our small, medium, and large member companies by lobbying governments at the state, federal, and international levels, providing access to capital and business opportunities, and offering select business services and networking programs. For more information, please visit www.aeanet.org. AeA and ITAA merged to become Tech Technology Association of America on January 1, 2009.

Nominations are now open for a number of additional awards that include:

• System/Hardware Company of the Year
• Software Company of the Year
• Technology-Service Company of the Year
• Emerging Company of the Year
• Cool Product of the Year

For more information, contact:
Barry Katcher
McClenahan Bruer Communications
barry@mcbru.com
503-546-1000

Brandi Frye
Director, Corporate Marketing Communications
TriQuint Semiconductor, Inc
bfrye@tqs.com
503-615-9488 (direct)
503-780-2318 (mobile)

In 1893 Sociologist Emile Durkheim posited that small, young societies were mechanical in nature, but as they grew in size they began to become more and more organic [1. Distinction appears in Durkheim's 1893 work The Division of Labour in Society. Mechanical and Organic solidarity are ways in which social solidarity is fostered.]. Industry has changed dramatically since the industrial revolution; it has transformed from the dark and heavy stuff of the great machines to the light materials that are stainless steel and microfiber and carbon nanotube. This trend has allowed products, ideas, to be lighter as well. In reality, they have been lifted so much that they are beginning to resemble organic structures.

The Bloodstream

Highway systems resemble blood vessels, and tiny roads mere capillaries. Trucks carry proteins in and out of the cells of cities, and road teams repair broken road structures. The whole of the human system is becoming increasingly connected and interdependent. With the addition of airplanes and the Internet, society is reaching a mature phase: one of organic development, flow, and function.

What does this mean for the future? Specifically, business, ideas, search engine marketing, travel, employment? It means that differing sorts of humans are beginning to evolve, or specialize. These different sorts of specialists will become so through technology and expertise. The global traveler that is no longer tied to space will be the equivalent of a worker bee flying the best flower, trying to get the best pollen to sustain the world hive. This pollen is idea. On a more populated level, this specialist represents the neural impulse: the fastest and lightest form of actor in this new actor network of technosocial beings.

There is the heavy and the light. These two dichotomies will rule the social darwinism of the future. The companies with too much heaviness in them will fail, because the most successful companies/people/ideas will be able to float above the rest (by floating I mean less clicks to get to action, and decreasing the repetition of similar tasks so that more time is spent on meaningful action, the aggregation of relevant, individualized data) and by the rest I imply the ground layer that is indeterminate mass culture. If advertising was compiled and pasted into 20 languages at a time and broadcast all of the world, it meant that everyone would wear Levi’s and drink Coca-Cola. There is no longer a singular message of consumption.

Supersaturation has nowhere to go except crystallization and overflow. Everything that was mass before has become personal now. Consumers, understanding that they’re not unique snowflakes, want to be unique snowflakes. Consumers, empty of social relations and legitimate social definition points, are seeking what they can in order to differentiate themselves from others.

Those ideas that float are like balloons for undifferentiated sheep consumers, and they will attach to those unique moments for as long as they can, provided they provide something different.

On Traffic

I don’t drive very often, but when I do, I think of traffic as a bloodstream.

On one occurrence, I was driving on Interstate 5 in Denver, Colorado. I was playing Jazz music at the time. It was a sort of impromptu piece that had nothing in it to suggest an unpassionate collective of machines racing in unison down pavement. They were a liquid stream. They were a river. The lifeblood of the city. All moving forward, forward, forward — bringing life to other areas of the ecosystem. Strangely shaped pieces of metal that float by at high speeds, somehow constrained to staying within tiny lines.

But I was not. I was objectively examining how strange it was to be in this rushing stream of vehicles. I was also tired and unused to Denver traffic. Everything was reduced to plain speed, and I wanted to experience reality in an uncompressed space. I was used to walking; used to Portland.

But I knew I had to synch up.

I remembered reading an article on drivers listening to techno music sped up while on the Autobahn, while other music slowed their driving patterns. I realized that I could test it out right then.

So I turned on the music.

Immediately I began to blend in and synch up with the movement of the vehicles around me. My vehicle became just another blood cell in the circulatory system, inching froward with every beat. It was organic and mechanical at once. I lived Durkheim’s mechanical systems analogy through choosing mechanical systems to orient myself into an organic technological flow. It seems the wrong way around. If the traffic were more organic, I could’ve used Jazz.

(Side note: I wanted to provide a groundwork for applying a sociological concept to streaming media online — it is the same as traffic/blood cells, but on a different scale. There will be a post on that later, but I don’t want to give the whole thing away without making one think first).

—–

Amber Case is a Cyborg Antrhopologist from Portland, Oregon. You can follow her on Twitter @caseorganic.