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Web Shadow: 1. What someone finds

when they look for you on the web. 2.

The combination of an individual’s

online owned presence (social network

profiles, blogs, personal websites) and

their earned presence: what others say

about them for instance on company

websites, blogs, Twitter and wikis.

(Etymology: derives from Jeff Jarvis’s

term “Google shadow”, describing the

search results for an individual.)

Tag: #webshadows

meandmywebshadow.com

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You & Your Web ShadowRoyal Festival Hall : : March 5th, 2010

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Sep 2009

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why write it?

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“we shape our tools and then our tools shape us”

6http://goo.gl/oR8L

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What you know or don't

know about how

networks work can

influence how much

freedom, wealth and

participation you and

your children will have

in the rest of this

century.@hrheingold

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new literacies

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attention

critical consumption

networks

participation

presence9

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attention

critical consumption

networks

participation

presence10

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attention

critical consumption

networks

participation

presence11

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attention

critical consumption

networks

participation

presence12

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attention

critical consumption

networks

participation

presence13

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a bit complex

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WMT

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your web shadow16

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ever let something slip?

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1818

IDF

http://goo.gl/WLcC

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drunken pirate

http://goo.gl/NhWy

2020

cisco fatty

"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”

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cisco fatty

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social web literacy =

reputation kryptonite?

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social web

literacy = social

superpowers

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2424

batman/superman

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an expanding sphere

25Image: Bestario http://goo.gl/SWZq

26Image (cc) dominik99

disrupt / absorb

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it’s reached our relationships

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2828

emerging norms

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how we think

29Image: (cc) gingiber http://goo.gl/2MM8

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Image: Bestario.org

how we organise ourselves

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hard-nosed business version

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http://goo.gl/J2eqhttp://goo.gl/J2eq

“...this is just the beginning of an exciting new era of global interconnectedness that will spread ideas and innovations around the world faster than ever before.”

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managing your web shadow

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why?

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sanity searches

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be best/first source of

information about yourself

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be where people look

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be useful

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map your networks

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making the most of things

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brand shadows

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4242Image: http://fr.linkfluence.net/

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they live in networks

43Image: http://fr.linkfluence.net/

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they are nodes in networks

44Image: http://fr.linkfluence.net/

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brands are web shadows

45Image: http://fr.linkfluence.net/

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S.T.O.P.

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Strategic Tactical

Organisational Personal

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StrategicHow will the social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be?

Tactical

Organisational Personal

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Strategic TacticalHow will the tactics of our brand

marketing change? What will happen to the structure of campaigns, the mix of

media, our relationships with media and agency partners?

Organisational Personal

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Strategic Tactical

OrganisationalOur organisation, including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will the divisions and structures we have now need to change? How will communications, governance and collaboration alter? Personal

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Strategic Tactical

Organisational

PersonalWhat will this mean for us all at a personal level? What skills and ways of working will need to be considered? Will the nature of our people’s work, of work itself, be altered?

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serendipity engines

52http://goo.gl/JrKP

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epilogue

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a confidence trick

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1.Sanity (not vanity) searches2.Be best/first source of information3.Draw a line between private & public4.Tell your friends and family5.Be present/useful in your networks

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More info: meandmywebshadow.com

Buy: bit.ly/wsbook

571347

Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blog: connect.icrossing.co.uk Twitter: @amayfield / @icrossing_uk

Thank you

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