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Title:

Fractured Online Identities: Implications for Marketing, Services, & More

Your vote:
Yes No
Organizer:
Clinton Schaff, M80
Description:
Who are you online? Facebook, LinkedIn, several email services, Twitter -- each represents a different part of your life, a different part of yourself. What are the consequences of a fractured, compartmentalized online existence? A debate and discussion on the implications for services, targeted marketing and more.
Questions
Answered:
  1. How does information and identity become scattered online?
  2. What are the benefits of a fractured online existence?
  3. What are the potential problems and pitfalls associated with fractured online identities?
  4. Should we be working towards a unified online "identity" for each one of us?
  5. How do specialized services and niche networks contribute a fractured online identity?
  6. How does online identity model offline identity, and what are the implications for marketers?
  7. What are the marketing implications of a "unified" online indentity
  8. Are marketers better off when potentially complex information about a person is aggregated in one place, or is it better to be able to market slightly more generally to niche interests?
  9. s it in a service's best interests to participate in efforts to unify identity or aggregate identity-related information?
  10. How will future web sites and services evolve to facilitate a unified and portable online identity?
Level:
Intermediate
Category:
Community / Social Networks
Type:
Panel
Event:
SXSW Interactive 2009
Luke Edelman
on 8/8/08
This sounds like a pretty intriguing topic. I wonder if you guys would also consider the political consequences of fractured online identities- among the newest tools in modern politics is internet-based networking, which has changed both how supporters are drawn to political candidates, and the nature of fundraising. A perfect example would be 'My Barack Obama;' which lets people carve out their own niche political 'identity' and serves as a powerful organizing force for the candidate.
Jamie Madison
on 8/8/08
As a person who uses each of the aforementioned services, I haven't put a lot of thought into my different "personalities" online. I believe that this topic has really serious implications for the future of social interactions, not just on the web, but in the real world. How do people market themselves online, and how does it compare to the actual individual? This is a topic yearning to be discussed and studied in the years to come. It's in it's infancy as a topic, but incredibly interesting and exciting.
Michael Durwin
on 8/8/08
I've spoken about this to clients and schools. I've been working towards a social media aggregator to manage your online personas. I've spent a great deal of time adjusting my random online personality to a ubiquitous professional one.
Ethan Bauley
on 11/8/08
Yes, we are only in the infancy of network-technology-mediated existence. Let's all read "The Singularity Is Near" before attending this panel ;-) Great topic; lots of potential to get deep and broaden our perspective beyond the next 36 months...
Anna Cearley
on 14/8/08
It seems like I've got some twitter-exclusive friends and others solely on facebook and others on linked in. There's some integration but not across the board. I wouldn't want to have my boss following me on twitter, for example, even though he's the best boss in the world. I've been starting to wonder about this exact topic as I get more integrated into these netwoks -- so bring on this panel . I want to hear more.
S Courtney Walton
on 28/8/08
Thanks for the feedback everyone -- good points to take back to the panel.

We look forward to having an interesting mix of academics and professionals with backgrounds in marketing, media buying, social networks, etc. We want to tackle both sides of the issue "What are the consequences of fractured, compartmentalized online identities? Can these identities be brought together? Should they?" in our panel discussion by bringing you solid research + real world experience from a variety of online perspectives.

Don't worry, this won't be a fluffy philosophical discussion, we're going to translate the research into road map and offer tangible take homes that can impact your business.

charles choi
on 28/8/08
Great timing on this panel. Appropriate to our day and age.
Stephanie Robbins
on 28/8/08
I think what is the most interesting aspect of this particular panel topic is not necessarily only its relevance to businesses, as Courtney points out, but the social impact it hs on individuals, as well. Just as Anna says that she would not want her boss following her on Twitter, I think that there is a fascinating interplay between who we are in the office/work setting versus who we are outside of work as portrayed through by our online profiles. Employers are beginning to research potential employees before hire, and I think that this demonstrates a clear benefit to segmenting your personality online. By being able to express on facet of my personality on one site and other facets on subsequent sites, I am able to more closely monitor my self-presentation, not only to friends and family, but to said potential employers, as well. That is one benefit for segmentation- what are some negatives?
lewisha jones
on 29/8/08
Very cool topic. An interesting angle: haven't we've always had to juggle multiple roles/parts of our identities and now our over-networked lives highlight this and make it even more challenging, complicated and worthy of examining?

Very relevant and look forward to hearing this panel.
www nice
on 4/11/09
Very relevant and look forward to hearing this panel.
www nice
on 4/11/09
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