Snímka 1 - fiit.stuba.sk

Snímka 1 - fiit.stuba.sk

Hrozby socilych mdi Jakub imko [email protected] Vek tma dneka: Falon sprvy 2 Kto s najv giganti tech industry?

(5. korporci) Alphabet (Google) Facebook Amazon Apple Microsoft 3

o je jadrom ich biznisu? Z oho vyplva ich hodnota? Na om primrne zarbaj? Alphabet (Google) Facebook

Amazon Apple Microsoft

4 reklamy po celom webe (hlavne vo vyhadvan) reklamy na ich strnke podiel z predaja online, cloudov sluby

predaj hardvru a softvru, semi-otvoren ekosystm predaj softvru (OS, enterprise), cloudov sluby Maj vo svojom biznise monopoln postavenie? Alphabet (Google)

Facebook Amazon prakticky no

(ostatn vyhadvae s trpaslci) prakticky no (ostatn siete s lokalizovan) nie, rozhodne vak dominuj Apple nie

Microsoft nie (kedysi to tak vyzeralo) 5 Poznmka:

na sa od zvyku sveta izoluje. Na vetko m vlastn alternatvu. (asto ide o porovnatene vek korporcie) 6 Ako si giganti udriavaj svoje pozcie? Tri spsoby: 1. Akvizcie (aktvny)

2. Likvidcie (aktvny) 3. Odstraenie (pasvny) (prekvapivo presn analgia) 7 Giganti sa daj rozdeli poda istho kritria: Alphabet (Google) Koncov pouvate neplat

Facebook Amazon Apple Microsoft 8 Koncov pouvate plat Google aj Facebook zarba z reklm

koncov pouvatelia teda platia nepriamo... 9 AdWords vlajkov lo monetizcie Googlu 10 AdWords vlajkov lo monetizcie Googlu

11 Facebook tak isto ukazuje reklamy 12 Priemern cena kliku kole. Priemer: $1.74 (data: wordstream) 13

V roku 2018 bol obrat Facebooku za reklamy 55 milird dolrov 14 Reklamy ukazuje kde-kto. Preo je v nich prve Facebook tak spen? Socilne mdium lka svojou podstatou

Chceme by milovan Chceme sa predvies Chceme zaujmav obsah o druhch Chceme dopamn m je sie via, tm je lkavejia Pouvatelia tam trvia viac asu Facebook vyhral gravitan sboj o svoju vekos: Vi: akvizcia, likvidcia a odstraenie 15

Facebook je zo socilnych siet najv e l g o o G 16

k o o b e c Fa Odboka 1: Zvislos na dopamne (video by Simon Sinek)

https://www.youtube.com/watch?v=sL8AsaEJDdo 17 Odboka 2: Tvorcovia obsahu s rukojemnkmi Facebooku Facebook ako tak iadny obsah netvor zarba na obsahu druhch mdi blogerov

umelcov pouvateov veobecne ... T druh vak nemaj na vber: publikum je na FB 18 Od potu pouvateov FB zvis jeho hodnota o vak ak u al pouvatelia nepribdaj? Ako alej zvyova hodnotu firmy? Predlova pobyt pouvateov na strnke.

Ako? Dark patterns o najzaujmavej obsah 19 Dark patterns = kontrukcie pou. rozhrania zneuvajce psycholgiu loveka 20

Ako spravi obsah o najzaujmavejm pre pouvatea? 1. Vybra mu ho poda jeho zujmov (personalizcia) 2. Vyvola emciu 21 Na personalizciu (napr. odporanm) potrebujete tzv. model pouvatea

Ako vak model zska? Bu ho pouvate zad... ... alebo ho odvodme z jeho akci 22 o vetko tak Facebook me zaznamenva? Likes Shares

Comments ... Nvtevy profilov Nvtevy odkazov Prehrvanie vide ... Rchlos scrollu Rytmus psania Trajektria kurzora tanie postu

23 Schma typickho odporacieho systmu 24 Odvodzovanie modelu z akci pouvatea prebieha v tzv. trnovan 25

Pre Facebook je kov zaznamenva, o jeho pouvatelia robia 1. Na Facebooku ako takom 2. Na inch weboch, kam m Facebook prstup Ktor to s? Vade kde vidte Like button Vade kde je vhniezden FB diskusia 26

Je personalizcia zl? Ve nech si FB zarob ke nm dva protislubu... Problm: filter bubbles strata rozmanitosti obsahu ozveny vlastnch nzorov podkopvanie kritickho myslenia radikalizcia ... Pozor: personalizcia ako tak nemus by zl,

vemi vak zle, ako je nasaden 27 m vzruujcej obsah, tm dlh as na strnke Pozitvne emcie (maiatka a pod.) Negatvne emcie (vetko o ns rozuuje) ia, funguj lepie a algoritmy FB sa to u nauili...

28 Falonm sprvam sa dar prve kvli 1. bublinm (filter bubbles) 2. emonmu obsahu (ktor FB algoritmy preferuj) Facebook (aj al, napr. YouTube) to robia kvli profitu. No tento systm zaali zneuva tretie strany... 29

o s tm? Uvedomi si vlastn zvislos na dopamne Uvedomi si, e platme svojimi dtami Odstrihn sa o najviac Tlai na regulciu spracovania naich dt (GDPR je vlastne super) Presadzova tzv. human centered design 30

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