APPL: Anchor Path Planning – based Localization for Wireless Sensor Networks
Planning for networks
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Transcript of Planning for networks
Planning For Networks Graeme Wood
What are Media?
MIT Exec: “you can call it anything you like, as long as you don’t use ‘computers’ or ‘communications’” Negroponte: “how about ‘Media’” MIT Exec: “You mean like newspapers and Madison Avenue? Yuck, all yours”
Nicholas Negroponte on naming MIT MediaLab, 1981
What are Media?
The MIT Media Lab applies an unorthodox research approach to envision the impact of emerging technologies on everyday life—technologies that promise
to fundamentally transform our most basic notions of human capabilities. Unconstrained by traditional disciplines, Lab designers, engineers, artists, and scientists work atelier-style, conducting more than 350 projects that range from
neuroengineering, to how children learn, to developing the city car of the future. Lab researchers foster a unique culture of learning by doing, developing
technologies that empower people of all ages, from all walks of life, in all societies, to design and invent new possibilities for themselves and their
communities.
What are Media?
From To
But why stop there…….
"Mixed Media: Oil on Canvas" So the media used are oil and canvas.
And by looking at what is left when you remove the oil and the canvas, you can see what they were
intermediating In this case, nothing physical
They are intermediating a person's view of the world and place in a culture
Michael Faraday discovered the theory of electromagnetism His discoveries were of little practical use at the time, as they
were just theories He gave them practical application by building the first
electric motor He intermediated them
This gave people access to his work, without having to understand his theory
The electric motor is a medium for his knowledge
NB. These analogies borrowed from Dr Cesar Hidalgo, MIT Media Lab
Media = Content + Community
Idea People Transmission + =
Advertising is the last thing you should do
Ideas that solve
problems
Communities that tell stories
Brands promote stories
Brands promote stories
Brands promote stories
Apes don’t groom to look pretty, they do it to bond Humans don’t tell stories for aesthetic reasons
We do it to bond
Content is a medium, not a message
Content’s not king. If you were going to a desert island & you had the choice of taking your friends or your DVDs, you’d take your friends. If you didn’t,
we’d call you a sociopath. Content isn’t king, content is just something to talk
about Cory Doctorow
Social networks are about people, not content
The opportunity is to create something to talk about
Content is a means, not an end
Strong ties
Weak ties
Ideas are spread by people through networks
Collaboration is our evolutionary advantage
How Networks of People Make Decisions
We are super social apes
We form tribes around shared interests We change our behaviour by copying others
We rely on other opinions to guide our own
Mapping: Different directions for different decisions
System 1 (subconscious)
System 2 (conscious)
Individual
Copying
System 1 vs System 2
Individual vs Social
How Networks of People Make Decisions
System 1 (subconscious)
System 2 (conscious)
Individual
Copying
Is Is Does Does
Human (adult)
Behavioural Economics
Neo-Classical
Economics
Human (Infant)
People I know People like
me
Nudging and UX Design
AIDA Marketing
People I want to be like
How Networks of People Make Decisions
System 1 (subconscious)
System 2 (conscious)
Individual
Copying
Is Is Does Does
Human (adult)
Behavioural Economics
Neo-Classical
Economics
Human (Infant)
People I know
People like me
Nudging and UX Design
AIDA Marketing
People I want to be like
Pulling apart social decision-making
System 1 (subconscious)
System 2 (conscious)
Individual
Copying
Unconscious copying
Unconscious thinking
Conscious copying
Conscious thinking
Cars Fashion
Insurance FMCG
Different models for different categories
System 1 (subconscious)
System 2 (conscious)
Individual
Copying
Purchase Frequency
“This is a brand for me” (Category average)
Coffee
Newspaper
Music
Fashion
Shoes
Cosmetics
Flights
Holiday
Mobile
PC
Jewelry
Car House
Insurance Mortgage
Bank Acct
Credit Card
Deodorant
Milk
Cereal
Detergent
Supermarket
Beer
Wine
Mapping categories by social behaviour
Highly visible social cues Low level of rational
thought
Social cues linked to value. Rational processing
linked to cost
No social cues Begrudging rational
thought
Low social cues Branding offers a
substitute for actual popularity
System 1 System 2
Individual
Copying
Marketing paradigms by category
Weak tie network copying 1. People I know 2. People like me
3. People I would like to be like
Classical purchase funnel decision making. Social at
awareness level (eg aspiring to status
symbols). Strong tie networks an influence on
purchase
Influence by experts and people we don’t know (eg
review sites).
Low interest in product, so network spread
requires aligning brand to a related category that people do care about
System 1 System 2
Individual
Copying
Role of friends, acquaintances and experts
Navigating by the map – Media imperatives
Media Creation Media Distribution
Media Optimisation Media Partnership
The brand is a part of the cultural category it operates in, so product
news is inherently spreadable. Friends are a key source of influence
Eg: ASOS, Burberry, Converse
High value purchases that define how a user portrays herself to the world. Media
dramatises the brand lifestyle, and product fans are a media channel.
Eg. Audi, Xperia, KLM
Low frequency purchase, but in market for short time: hence begrudging rational
thought. Low product differentiation. Experts are a key source of influence, therefore are
the media that should be optimised. Eg. AMEX, Money Supermarket
High frequency, low value, habitual purchases. Few category cues to copy, so
advertising is a proxy for actual popularity. Low product interest/high category interest means media should be made in partnership
with the things people do care about. Eg; Peroni, Cravendale, Coke
Unconscious Conscious
Copying
Learning
Unconscious Conscious
Copying
Learning
Navigating the Map – role of media and community
Existing Community
Created Community
Entertainment
Utility
Lifestyle/Aspiration focus
Brand offers social value
Brand offers rational/price value
Brand finds a role in consumer interest via partners
Brand already has a role in consumers’
interest
Product focus
Inherent in product
Inherent in culture
Advertising Strong Ties Weak Ties Experts PR Reviews Price
Conscious Copying
Aspirational emotive cues – lower weights
required to maintain
popularity
Practical rather than social
impact (more relevant in-
market)
Purchase and usage help
define personal brand
People like me > actual expertise
Limited role in generating
awareness or trust without
greater personalization
Reading reviews:
practical > social. Leaving
reviews, social > practical
(Audi, VW, Skoda are the
same car/different badge)
Conscious Thinking
Low levels of category
awareness give ads a key role in
shortlisting – but awareness !
= trust
Actively request information from known
experts
Social stigma attached to
seeking information personally:
limited role of Twitter
Huge importance –
either genuine experts or
forums
Primary role in awareness and shortlisting pre-
research
Key in defining perception of
post-purchase. Importance
dependent on category
Low level of category
interest makes pricing the
default discriminator
Unconscious Copying
Largely used for speed of
spread, or to create stories for catalysts
Belonging to a tribe, and
projecting a personal brand (as part of that
tribe)
The source of cues to copy
May be tribe catalysts -
May be tribe catalysts
May be tribe catalysts n/a
Unconscious Thinking
Lack of other social cues
means advertising is a powerful but
expensive proxy for popularity
Post-purchase - Potential to
generate low level loss
aversion by switching
n/a Almost entirely media-based – eg celeb chef
Journalist and blogger impact
limited to category fans, with limited potential to
spread further
n/a The default for this sector
Implications for marketing
Media creation (using talent and
experience to create ripples from fans to mass) Helping personal brand
curation
Media distribution (stimulating and distributing mass
advocacy) – splits down by in or out of market
Media optimisation In market: (ensuring the right experts are heard). Out of market: NPD to turn usage into comms
Media Partnership (finding areas of
association with things people do care about)
Role of media/communications
Create culture Tell stories outside of the purchase cycle
Create products to turn usage into media
Find the thing people care about (react to culture)
Ambition: what are we trying to do
System 1 System 2
Individual
Copying