internet y marketing
TRANSCRIPT
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Marketing y tecnología JL Revilla | @jlrevilla
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JL REVILLA
• TTF, C64 y 8bit
• Universidad de Lima, MIT Sloan
• IBM, HP, Samsung, Oracle
• LiftPort
about.me/jlrevilla
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¿LES GUSTARÍA TRABAJAR POR 20 SOLES?
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PARADIGMAS Y RUTINA
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PLACEBOS, SÚPER TRENES Y $10B
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PERO LA TECNOLOGÍA SE INVENTA Y DESCUBRE, ¿NO?
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THE TECHNIUM• Todas las culturas descubren cosas
similares por observación
• Kevin Kelly postula que la tecnología es el séptimo reino natural
• El Technium no es consciente, pero tiene tendencias y "deseos"
• Los sistemas complejos van a tender a un estado natural siempre
All this has happened beforeand it will happen again
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The fact that we live at the bottom of a deep gravity well, on the surface of a gas covered planet going
around a nuclear fireball 90million miles away and think this to be normal
is obviously some indication of how skewed our perspective tends to be.
Douglas Adams
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EL KNOW-HOW YA NO ES SUFICIENTE
Ya no funciona preguntar
¿Qué quieres? ¿Qué necesitas?
Hoy en día se necesita entender “por qué”
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“PRIME TIME”
16
¿Qué es lo que más ven en la TV las personas…
entre 18 y 28 años
durante las horas de 8:00pm a 10:00pm?
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IN-GAME ADS
17
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PUBLICIDAD TRADICIONAL VERSUS LIKES
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EL MOMENTO DE LA VERDAD
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelfIn-store
Experience
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EL CAPITAN AMERICA Y SUS AMIGOS
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AS-SAHAB
Produce documentales de calidad
Archivos para iPod y videos para celulares
100+ producciones originales por año
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ZERO MOMENT OF TRUTH
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelfIn-store
Experience
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REALITY MINING
Experimento de MIT durante un año,
capturando información sobre estudiantes
voluntarios
Por dónde se mueven Dónde se agrupan De qué conversan Quién ayuda a quién Quiénes son los filtros,
los expertos o los líderes
Si pudiera saber todo lo que hace alguien sabría cómo venderle mejor
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¿SUENA CONOCIDO?
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NEW YORK… TIMES… SQUARE
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INTELIGENCIA COLECTIVA
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GOOGLE NOW
Google Now gets you just the right
information at just the right time.
It tells you today’s weather before
you start your day, how much traffic
to expect before you leave for work,
when the next train will arrive as
you’re standing on the platform, or
your favorite team's score while
they’re playing. And the best part?
All of this happens automatically
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NIKE +
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MICROSOFT BING
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APPLE SIRI
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ORACLE BIG DATA ANALYTICS
• Information is the new oil
• Lo importante es la información relevante en el momento preciso
• Cada vez más dispositivos generan datos... ¿Cómo los interpretamos?
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RECOMENDACIONES QUE NO FUNCIONAN
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SE VIENE UN NUEVO MUNDO Tal vez asuste, parezca extraño, pero va a venir Los inversionistas lo están pagando Las grandes empresas lo están creando
Los sensores estarán por todos lados, capturando información siempre
Si el producto es gratis, es porque el producto eres tú
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FILTER BUBBLE
• El lado negativo de todo lo que hemos visto
• Puede ser un gran problema a corto plazo
• ¿Vale la pena?
• ¿Podemos evitarlo?
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JULES VERNE
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GENE RODENBERRY
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ISAAC ASIMOV
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CYBORGS• ¿Qué sentidos nos faltan que
impiden que veamos lo que está a nuestro alrededor?
• ¿Qué podemos recuperar luego de perderlo?
• En qué momento un implante deja de ser una mejora aceptada y pasa ser algo malo
• Un PostHumano escapa a nuestra comprensión
• Un TransHumano... ¿Eso ya no está pasando?
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DAEMON | GOOGLE GLASS
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GOOGLE VS FORD
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BOEING VS AIRBUS
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THE INTERNET OF THINGS
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LA ROBÓTICA ES EL FUTURO PRESENTE• Empresas como Honda y Toyota llevan años desarrollando robots
• Microsoft y Google ya compiten para definir el standard de programación robótica
• LEGO Mindstorms y iRobot Roomba están disponibles por pocos cientos de dólares
• Robots militares asisten a soldados en batallas hoy
• Autos autónomos circulan por Los Ángeles
• Robots exploran nuevos mundos por nosotros y llevan el mensaje de la raza humana fuera del Sistema Solar
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DRONES POR TODOS LADOS
Más de 7,500 drones en servicio militar en EEUU
Más de 1/3 de la Fuerza Aérea de EEUU es ahora no tripulada
Presencia continua en el campo de batalla
Listos para ser integrados en el espacio aéreo civil
Ya son usados para patrullar la frontera con México
Los drones son asimétricos, ellos pueden verte pero tú no a ellos
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PATTERN OF LIFE ANALYSIS (POL)
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ENJAMBRES
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ROBOT UPRISING• ¿Se aburriría un AI de lidiar con
nosotros?
• ¿Buscaría ser rescatada por una civilización más avanzada?
• Tal vez trataría de eliminarnos, o de encerrarnos para protegernos de nosotros mismos.
• Una AI suficientemente avanzada sería mágica para nosotros
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GÖDEL, ESCHER, BACH
If the system is consistent, it cannot be complete
The consistency of the axioms cannot be proven within the system
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THE LAST QUESTION• Una historia de Asimov
• Aun no entendemos qué es la consciencia, ni siquiera entendemos realmente cómo funciona la anestesia
• Un robot en Japón ya puede diferenciar una imagen en el espejo de su propio cuerpo
• Un robot en EEUU aprende como un bebé
• ¿Es la consciencia algo que se alcanza cuando un sistema es suficientemente complejo?
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ÉTICA ROBÓTICA
• Regulación de la fuerza laboral robótica
• Asignación de patentes a un robot
• Arte robótico ¿Es posible?
• Los robots sólo necesitan aprender una vez
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FABLAB | 3D PRINTING
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ITUNES, NETFLIX, XBOX LIVE
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KICKSTARTER
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RADICAL OPENNESS
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ANONYMOUS
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STUXNET, DUQU Y FLAME
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HACKERS EN LOS DIARIOS
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1. When a distinguished but elderly scientist states that something is possible, he is almost certainly right. When he states that something is impossible, he is very probably wrong
2. The only way of discovering the limits of the possible is to venture a little way past them into the impossible
3. Any sufficiently advanced technology is indistinguishable from magic
Arthur C Clarke
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MAGIA…
Cameo clothing Laser-Induced Plasma
Channel Weapons Hypersonic Sound Liquid Armor Non-lethal Infrasound
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The future is here. It’s just not widely distributed yet.
William Gibson
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REDES SOCIALES EN EL TRABAJO
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UN NUEVO MUNDO EN EL TRABAJO
69
If you want to build a ship, don't drum up the people to gather wood, divide the work, and give orders.
Instead, teach them to yearn for the vast and endless sea.
-Antoine De Saint-Exupery
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¿QUÉ VALORES FIGURABAN EN EL LOBBY DE ENRON?
IntegrityCommunication
RespectExcellence
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NEXTFLIX CULTURE (SLIDESHARE)
Which of my people, if they told me they were leaving for a similar job at a peer company, would I fight hard to keep at Netflix?
The other people should get a generous severance now, so we can open a slot to try
to find a star for that role
We don’t measure people by how many hours they work or how much they are in the office
We do care about accomplishing great work
Sustained B-level performance, despite “A for effort”, generates a generous severance package, with respect
Sustained A-level performance, despite minimal effort, is rewarded with more responsibility and great pay
Retention Policy Recognition
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NETFLIX CULTURE (SLIDESHARE)
We don’t track hours worked per day or per week, so why are we tracking days of vacation per year?
There is no policy or tracking There is also no clothing policy
at Netflix, but no one comes to work naked
Lesson: you don’t need policies for everything
Act in Netflix´s best interest Expense only what you would
otherwise not spend, and is worthwhile for work
Travel as you would if it were your own money
Disclose non-trivial vendor gifts Take from Netflix only when it
is inefficient to not take, and inconsequential
Vacation Policy Expense Policy
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TENDENCIAS AL 2030 SEGÚN LA CIAHTTP://WWW.DNI.GOV/INDEX.PHP/ABOUT/ORGANIZATION/GLOBAL-TRENDS-2030
Empowerment individual Difusión de poder Crecimiento económico
más fuerte en países en desarrollo
60% de la población vivirá en áreas urbanas
La demanda por agua y comida crecerá drásticamente
¿Colapsarán los intereses económicos o encontrarán un nuevo balance?
¿Se adaptarán al cambio los gobiernos e instituciones?
¿La tecnología llegará a tiempo para resolver los problemas de urbanización, crecimiento de población y cambio climático?
Megatendencias Game-Changers
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