How do you get people to change behaviour and do the right thing? How do you incentivise doing good? Volkswagen answered these questions with The Fun Theory. They staged four different public interventions: a piano staircase, a bin with a fifty-foot drop, the bottle-bank arcade, fast lanes in supermarkets and subways and a speed-camera lottery. Another example of a smart strategy and great design!
I was on the phone to a friend of mine the other day, and I was talking about how much I was craving Vegemite. A few hours later, when I opened up Facebook, the first thing I saw was an ad for Vegemite!! How weird!! Has Facebook been listening to my phone calls? Does this sound familiar?...Well it could actually be true!
Earlier today I came across a tweet from Dylan McKay claiming that he'd downloaded his Facebook data as a zip file and it bizarrely included his entire call and sms history. See for yourself.
So I decided to do some digging into my own Facebook data. After downloading my personal data directly from Facebook I realised the immense amount of data they have available on me i.e. my posts, messenger activity, timeline, friends, places I have been, ads I have interacted with, instagram specific interactions and strangely my entire phone contact list. I admit, I was aware of most of this data being available however not my phone contact list.
Access your own Facebook data by going to settings and clicking on the "Download a copy" link. Example below.
Companies regardless of them being a fashion retailer or technology giant need to give control back to their customers. Allow your customers access to control the information you have, the information you collect and more importantly the information you use. This should also be designed in a way that is clear and simple to understand - not designed in a way that is strategically complicated so users abandon the process.
It seems Facebook has worked tirelessly over the years to gather as much data on users as it can – and to profit from it. As of the fourth quarter of 2017, Facebook had 2.2 billion monthly active users. Facebook's revenue grew from 7.87 billion in 2013 to 40.7 billion US dollars in 2017, it accumulated a net income of 15.9 billion US dollars and majority of that revenue was generated via advertising.
Why am I not surprised?
In 2004 Zuckerburg used the term “Dumb fucks” when he described the users of Facebook for trusting him with their personal data. Zuckerberg also talked about what Facebook insiders called radical transparency, an idea that partly amounted to an insistence that old ideas about privacy were becoming outdated. “To get people to the point where there’s more openness – that’s a big challenge,” Zuckerberg said. “But I think we’ll do it. I just think it will take time. The concept that the world will be better if you share more is something that’s pretty foreign to a lot of people, and it runs into all these privacy concerns.”
Facebook has gone to great lengths to convince members of the public that it’s all about “connecting people” and “building a global community”. In 2016 this became the tale of Facebook & Cambridge Analytica, a saga that highlights the awful mess that the biggest player in billions of online lives has enabled. If you aren’t familiar with the story Cambridge Analytica spent more than $1 million dollars harvesting personal data through Facebook so they could micro-target you with advertising. Advertising which Christopher Wylie (ex Director of Research at Cambridge Analytica) claims is grossly unethical and uses new constructs of psychology to target you based on personality. He say’s they used apps such as games that have special behaviours that harvest your data and pull all your friends data while they are at it. Once they have this data they know how to talk to you, via what medium and how often they have to show you a message in order to change your behaviour. This strategy is what most claim was used in the 2016 US presidential election which led to Donald Trumps success and in the same year Brexit. Chris says they are responsible for creating the worlds largest psychological warfare tool and full service propaganda machine who can influence how people behave and react. They did this by whispering in the ear of each and every voter using Facebook. In my opinion this is one of the worlds biggest data breaches.
To dig more into the revelations surrounding the Cambridge Analytica scandal click here.
"People change culture and if you change the people, in theory, you can change the culture. If you want to win a war in this example a political war you need to start by building cultural weapons. Once you destroy the existing culture, you can rebuild it however you want!” - Christopher Wylie explaining the psychological warfare tools they created.
WHAT DO I PLAN TO DO ABOUT IT?
Well I’m not Elon Musk and won’t make headlines about joining the #DeleteFacebook movement, but I plan on taking a stance. Data should be treated like a precious gift and until Facebook start to take peoples data more seriously I will be deleting my personal account.
“We have a responsibility to protect your data, and if we can’t then we don’t deserve to serve you,” - Mark Zuckerburg
Actions speak louder then words Mark. Make it happen!
2015 was the year of the Customer Journey, 2016 was the year of Design Thinking....so what's does 2017 have in store for businesses and marketers across the globe?
To find an answer I decided to do some research on how the economy has changed over the last 50 years. It was evident that consumers are willing to pay a premium for a product or service based on it's perceived value; such as does it save me time? does it create a memorable experience? does it have long lasting qualities?
Thanks to Joseph Pine II and James H Gilmore they made it quite simple to understand with an article on HBR called 'Welcome To The Experience Economy.' They simplify the entire history of economic progress across the four stages of evolution using a birthday cake as the example:
Today the concept of selling experiences is spreading beyond theatres and theme parks
Customer experience today has become one of the key pillars for organisations around the world - irrelevant of industry. Consumers desire experiences, whether it be buying a laptop at the Apple store, staying at the Hilton for a few nights on a business trip or going into an ANZ bank branch to take out a mortgage on a new home.
The Digital Evolution = The Intelligence Economy
Over the last 10 years we have seen amazing advancements in digital technology - from cloud computing, mobile smartphones, virtual & augmented reality and now the explosion of machine learning. This has made a significant change to customer behaviour as now not only do we expect a personlised service from all brands but it has created a need for us to have access to that information and knowledge on demand.
Good businesses today meet customer expectations through seamless, invisible service that predicts their needs and wants. Welcome to the intelligence economy where experiences are driven by customer data, underpinned by artificial intelligence and personalised to the individual through the channel of their choice. Let's simplify it by bringing it back to the birthday cake.
The Intelligence Economy: In the digital evolution during the internet boom, parent's want to be able to order the cake or book the event while on the go from their mobile phone, they would also like personalised recommendations based on there searches, inspiration from social sources and access to the information (recipes) and tools (applications) so they can recreate the experience themselves if needed. Delivery to the front door will be included in the cost of the cake.
The businesses that utilise their data and serve it in meaningful powerful ways to help there customers will charge ahead in 2017. Creating intelligent and smart tools that allow consumers from their homes to have meaningful interactions with your brand are the next battleground.
How about a bank that provides you the tools to scenario plan and budget for your future using your real-life data, such as transactional history i.e where am I spending my money? what investments can I make? How about a gym that tracks your activities on the treadmill, then through a Fit-bit to provide tailored food plans to help you reach your desired weight? How about a real-estate agency that guides you through a lifestyle application online and then can recommend a suburb for you to live in based on it's demographic profile? The list of possibilities goes on when you combine data, technology and creativity...
2017 is the year of Artificial Intelligence
The goal is to turn data into information, information into insight and insight into actions
We are going to see some amazing advancements in this space - IBM Watson and Salesforce Einstein are just the beginning. If you are interested in this space pick up a book called "The Master Algorithm" by Pedro Domingos.