As former Representative Anthony Weiner discovered the hard way, remaining anonymous in this hyper-social world is becoming nearlyimpossible. But what sucks for Anthony Wiener has been great for conversations on the Web – with the rise of authenticated platforms, anonymous comments and posts are giving way to real dialogs between authors and their audiences.
For example, when comments on popular sites like TechCrunch became tied to real Facebook profiles, the experience went from a juvenile insult-fest to a civil value-add information exchange. There’s undoubtedly progress to be made, but authentication and social platforms are giving us a glimpse of what the future holds: low friction ways to connect your opinion to a piece of content, easier ways to see what your friends care about, and better ways to insert your POV.
For better or worse, it’s becoming harder to remain anonymous online. In this panel discussion, we will discuss how technology is changing online self-expression.
The marketing ecosystem as it stands is unsustainable. Consumers don’t trust marketers to respect their privacy, and unfortunately, marketers have done a poor job explaining how data is collected, managed and applied to improve the customer experience.
Meanwhile, as consumers leave behind an exponentially growing digital footprint, they’re also becoming increasingly aware that marketers use and sell this data for financial gain. As a result, a nascent industry is developing around consumers’ desire for transparency, portability, privacy and tangible benefits.
In this session, we’ll share results of research aimed at understanding consumers’ motivators, concerns, and awareness of this ecosystem. We’ll make sense of terms like “VRM,” “data locker,” “personal cloud” and “trust framework,” and provide an overview of the Identity Ecosystem, including the operating models, the frontrunners in each, and how interactive marketers can get ahead of the curve.
9th–13th March 2012