TEDxAcademy - Helena Chari - Sorry, we are Open!


Uploaded by TEDxTalks on 19.10.2011

Transcript:
It's my greatest honour to be here and I would like to thank the TEDx Academy Organisers for this wonderful event
and for the invitation to be able to share my thoughts with you
which I am obviously going to be doing in English, I wouldn't want to subject you to my Greek
and trust me you wouldn't want to be subjected to my Greek either.
So, what am I going to talk about? I am going to talk about Greece, digital and transformation.
I work in market research, so, I am going to show you data.
I am going to show you market research data that we have
and one of the sources that I am going to use is our Digital Life Survey
which we've conducted in over forty countries around the world including Greece and that helps us compare.
One of the reasons, if not the main reason, I am going to show you this data regarding the internet in Greece
is because I want us to get past the conversation that in Greece digitally "we're not there".
Because that's the equivalent of having a conversation about whether gravity applies to us or not.
Gravity applies to us and digitally "we're there".
The sad part is that, in the business world, we have been painfully late in taking advantage of this opportunity
but that's a different presentation and that's not what I am going to really focus on today.
We're going to look at what we do on digital but I think it is really important to understand why we are doing what we're doing on the internet
because that is going to shine a lot of light on the opportunity we have to transform ourselves.
To start with, we'll talk a little bit about trust. We have some research data regarding trust
and I think that is an important place to start when the social fabric of this country is being ripped apart.
What institutions do we tend to trust and which we do not tend to trust?
We asked a representative sample of Greece, nationaly, age 15 and over, to answer if they tend to trust or not trust each one of these 19 institutions
They are in descending order. The numbers in the parenthesis, the percentages, represent the answer "they tend to trust".
There's a lot here. We could talk about this for hours but I am just going to focus on what is relevant to my talk today.
First of all, there is only one institution that has the majority of "tend to trust".
Only one, which indicates that in this country we are suffering from a lack of trust.
And if you think that trust has been declining, it is not your imagination, because it has been declining.
Over the past year, for all these institutions trust has gone down in Greece
with the exception of radio that remained flat, internet and the UN that have gone up
but more importantly the internet has gone up the most from 35% last year to 41% trust
Now, to be fair to the internet, which I happen to love, in this research there are people way over 55 years old
and they do represent 30% of the Greek population. They not only dont use the internet but probably do not know what it is.
So, to really understand how much users and people who know what the internet is trust it, we have some really surprising news
the army has been knocked off its pedestal as the most trusted institution among core internet users (15-44 yrs old), which I will show you in a second
We've seen that the internet is now, among the 15-44 years old, the most trusted institution. This is very important.
Now, moving on, to what we're doing online, how do we live on line?
First off, internet penetration and use in Greece is at 55%, this is from a national representative sample of people age 15 and over
so it does include rural areas. What we have in Greece is what is known elsewhere and here as the digital divide.
We have very high penetration at the 15-24 yrs old, like I told you; it declines at 45-54 yrs and completely drops off the map for the 55 plus.
You can see them way down at the bottom there with 11%.
Basically, in Greece, what we have to wait for is the generation to pass internet penetration to the older age growth.
Looking at the population of internet users, a young dynamic active part of our society is on the internet and counts for 8 out of ten internet users.
How much time do we spend online? Well, in Greece we spend 20 hrs per week on line which is one hour above the global average.
Once we are an internet user, we go online once a week, we go online five days a week and the majority 6 out of ten of us go online at least once day.
This is completely in line with global averages. What's interesting in Greece is the digital has become our primary media channel once it's adopted.
So, six out of ten go online at least once per day. Whereas four out of ten will listen to the radio and/or TV.
This drops significantly for newspapers and magazines. In our daily activity online, we're doing everything under the sun.
Underneath there, those numbers are the global averages. So, you can see how across all those different activities,
with the exception of shopping and online administration, which is essentially e-banking and paying bills on line,
we are significantly ahead of global averages.
In social media, overthere, six out of ten of us are active in social media daily and that's where we spend the most of our time.
We spend over 7 hours per week on social media. And on social media, we are very well connected. We have 198 on average connections,
which is 65% more than the global average and among the up to 20 yrs old that number skyrockets to 440.
We're not just connected, we're a chatty bunch, 44% of us talk either negatively or positively about brands
and that 32% in parenthesis is the global average. 40% of us actively seek out to read what is said about brands on line vs the global average of 36%.
So, what's all this telling us? What people are doing on the internet in Greece and in other countries, simply, is forcing us to pay attention to
what rigorous scientific tests about human behaviour have been trying to tell us but we have chosen to ignore.
So, contrary to our twentieth century thinking, this was wrong in that the twentieth century ended eleven years ago.
We now know that humans are social animals and we display this on the internet. The internet is proof of this.
It's in our nature, we are hardwired to belong, we like to be embedded in and we thrive within complex social networks.
Which means essentially two things; the first is that social media is the future of marketing
and it's really too late to decide whether your business is going to be social or not, where there is people there's conversations,
whether you're taking part in the conversations or not. What's left to decide is whether you are going to have a strategy for social media or not
and what that strategy is going to be. This requires a new model of thinking because it does turn companies inside out. This is transformative.
I believe, there is something even more deeply transformative that we can learn from the internet and what we are doing on the internet
which is the second thing we can learn. Conversations are the foundation of cooperation.
What we're seeing on the internet, again, here in Greece and around the world, is people voluntarily forming natural hierarchies
Together, we're solving problems; we're helping each other; we're building upon the contributions of others as they build upon our contributions.
We're essentially being open.
We're also engaging in selfless acts, not selfish but selfless acts and we're doing this of our own free will.
But, in the western societies, again the twentieth century thinking, that has fallen on our heads,
has assumed that our political, economy, legal, educational systems, all the systems within which we live, work,
learn, are supposed to be happy and thrive, are build on the assumption that humans are selfish who need carrots and sticks to be motivated
and need high article control. This is just plain wrong and I am not suggesting that we're not selfish, of course we are selfish.
But that's only part of the story of what drives human action. We need to get the whole story straight about human behaviour if we are to design
systems that are going to foster and support cooperation to the greatest extent possible and unleash our human potential.
So, in Greece, as everything falls apart and we need to build new systems, this is a golden opportunity for us to reconceive these systems,
not by making a better system of what was wrong but by coming up with a new version that has human beings and what it means to be human
at the centre of what we do. We need essentially to open our minds to what the science and the internet are showing us about being human.
And, yes, self-interest and cooperation can coexist as can profit and cooperation. Really, they way we view ourselves
is pretty much going to determine what we're going to become. So, this is our one and only opportunity.
Closing as a true twitter junkie, I just wanted to share this twit with you because it really sums up beautifully what I'm trying to say.
"To our closed and limited past, I say, sorry we're open", thank you.