Trust Frameworks - what is needed is trust.

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If a trust framework for an digital identity systems is a “certification” program that enables a party who accepts a digital identity credential (relying party) to trust the identity, security, and privacy policies of the party who issues the credential (identity provider) and vice versa.

Then the purpose of the Trust Framework is to define a simple set of principles and rules to which all members of a digital trust network agree so that they may then share identity and personal data with a high degree of confidence that it will be safe and only used as authorized.

Using the Five Principles of the Respect Trust Framework from http://connect.me/c/trust member should be able to agree to uphold these 5 principles when they use services:

Promise

Members promise to respect the right of every other member to control their identity and personal data.

Permission

Members agree that all sharing of identity and personal data and sending of communications will be by permission, and to be honest and direct about the purpose(s) for which permission is sought.

Protection

Members agree to provide reasonable protection for the privacy and security of identity and personal data shared with that member.

Portability

Members agree to ensure the portability of the identity and personal data shared with that member by another member.

Proof

Members agree to participate in a peer-to-peer socially-verified reputation system that protects all members, and to not engage in any practices intended to game or subvert this reputation system.

But assumes

Only you decide who your personal data is shared with for what purpose

Your data will not being used without your permission

You can always take your data with you and never be “locked in”…..

And therefore Trust needs trust and these need time not certificates….

Why Trust Matters More Than Ever for Brands

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Image Source: Factors influencing consumer perceptions of brand trust online  http://www.emeraldinsight.com/journals.htm?articleid=857857&show=html

I am spending a lot of time working on issues of trust and how it can be identified from behaviour (looking at your data) and what are the difference between generations… read this article on HBR http://blogs.hbr.org/cs/2011/12/why_trust_matters_more_than_ev.htm This is not a new topic and has been a subject of research for a long time.  The difference now is that we have BIG DATA sets.

Here is my summary and views

We've all been taught that trust and reputation are important elements of branding.

The drivers of brand value have changed over time, and there are 3 forces at play
1. Company valuations, look at intangibles on the BS. In The Brand Bubble, John Gerzema and Edward Lebar highlight the fact that in the 1950s, about 30% of firm value was intangible (at the high end); today it is closer to 62% globally.

Sources of Intangible Value

  • Brand: Brands, trademarks, customer goodwill, company reputation (Market Trust)
  • Market Position: Contracts, licenses, legal monopolies, customer lists  (Market Trust)
  • Business System: Organizational models, software investment, proprietary process, franchise rights (Internal Trust)
  • Knowledge: R&D, patents, human capital, IP (Internal Trust)

So creating value today is not only about the quality of the product or service we deliver. It's very much about the quality of a firm's conduct, both internally and externally. With more consumers, more "noise" from brand messaging, and more people invested in the stock market, there is greater transparency to these elements. It is easy to see how a trust deficit will ultimately slow long-term growth prospects, regardless of favorable macro indicators.”

2. Brand leaders today — Apple, Nike, P&G — are also design leaders.  Trust to try the latest innovation first (external) and trust to innovate (internal)

3.  technology = sensitive personal data entrusted to certain companies QED Interbrand's 2011 global survey, six of the world's top ten brands (IBM, Microsoft, Google, Intel, Apple, HP) today are technology companies. Forging deep emotional connections with consumers.

This aligns with Michael Porters work and rethinking that PURPOSE is a prime power rather than PROFIT.

… It's Apple saying that it will not accept apps for pornography. It's SC Johnson going beyond the industry standard to be more transparent about the ingredients in its products. It's the Tata group retaining every single employee and hotel contractor after the 2008 Mumbai attacks while the Taj Mahal Palace hotel was being rebuilt.

TRUST is the challenger and we don’t quite have the model for it yet or the correlation between Trust and your actions (data)

good read about the "Tenets of Digital Trust"

 
Good thinking  http://blog.lockerproject.org/tenets-of-digital-trust

Authenticity is essentially the digital identifiers that are associated with someone and the confidence in whatever system generates those identifiers, that they represent the same person when repeated.

Verifiability is the degree of your ability to establish the authenticity of someone, either actually in person or via another trusted person or system.  It typically precipitates and helps build authenticity, and comes into question when something unexpected or important happens.

Security is the confidence in the integrity of the computing system both that you're using, and that the other person is using.  There's less trust when using public terminals or if suspicious dialogs happen on your own system, and equally so you wouldn't share something important to a friend who's using a possibly compromised system.

Transparency is all about user interface and messaging, it's how clear and consistent the tools and dialogs are in communicating what is happening.  It's about creating complete expectations and delivering within those without trying to hide anything.

Consistency is the complete experience over time and the most obvious one. Fundamentally, does the interface and do the identifiers create a predictable pattern that build confidence in someones digital experience.

Demographics are misleading - we need to look at segments based on trust and influence!

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Image from http://www.demographicsonline.com.au/

Why everything you know about demographics is wrong!

ARTICLE HIGHLIGHTS:

  • Traditional demos aren't dying, but nobody looks at them in quite the same way.
  • The pitch isn't about reaching X number of males at a certain age with an income of $50-100K, it's about leveraging a passionate community.
  • Without the social lens, demographics -- even if you apply targeting technology -- are just amorphous groups.

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Personally I find it interesting that with all the data we now have we flip between saying that you are part of this group (classic segmentation and demographics) and you are unique and I can target a sample size of 1.  We are still overlooking the new ways of segmenting: such as Trust and Influence

Facebooks facial recognition - what has it to do with sharing, connections and being open?

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Image from UnderLogic

Facebook revamped its photo services by adding “Tag Suggestions”, a facial recognition feature which scans faces in your photos and offers up suggestions of who they are from your list of friends. Even though it is being tested with a small, undisclosed group of users, Tag Suggestions will roll out soon. One practical result is that is  that it is more likely that Facebook friends will tag you in photos and made it easier for friends to tag a large number of photos of you at once.

Some find the notion of facial recognition “creepy” as it conjures ideals of Minority Report, terrorist watch lists and generally “big brother.” But don’t worry as the EU privacy regulators have said that they will investigate the Facebook facial recognition move and U.S. privacy watchdog group EPIC said it was considering an FTC complaint. To address user concerns, the social network will also introduce a privacy setting that allows you to opt out of Tag Suggestions – but I am sure that it should have been opt-in given all the previous problems

So what?

Is this new feature really about sharing, being more open or having more connections?  Is the motivation that this data give more details about influence and more access to marketing? Whilst I personally don’t have an issue with facial recognition programs and use one; it is not about sharing or being open.  Given that “Facebook's mission is to give people the power to share and make the world more open and connected.” this feature sits in the open bucket, but not everyone wants open and I did not actually sign up to Facebook with the intention of having algorithms scan my photo (Good article on its evolution of FB mission). 

The next phase has to be that I can buy/ sell my facial recognition imprint (the details that allows an algorithm to know it is you) that will be used to run over someone else’s data and I  will discover where you have been caught, or where I are now but is that sharing or open?

Image showing the shades of data abuse from bliss through creepy to unethical

 

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What makes a service creepy?

Dustbins with chips in that measure your rubbish?

CCTV that can recognise your face and lets you know how often you visit?

Finger printing or access cards for schools that then track your childs passage through school?

Anonymous but personalised marketing in a shopping centre based on your location?

Adaptive search that knows what you are looking for?

Auto spelling correction?

Email censorship that stops you sending messages?

Message analysis that tells you what type of person you are and how you manage your actions/ staff?

Reminders and alerts?

A friend who can auto “check” you into a location on Foursquare, Facebook places etc?

Lights that turn on and off as you entre a room?

If "Privacy is Dead" why can I still find a pulse and feel its warmth. #mdfp

 

 

 

This post puts into words the fundamental shift that I have had difficulty in explaining for a while.  I believed that the prime privacy issues were erosion and  fear but now I think it is an adjustment to a new paradigm of what public means.  Public tends to mean information is available and current (news) or available but inaccessible (marriage record). The majority of us understand public in its “current public” form as it is about here and now (broadcast TV, radio, daily newspapers). This view of public was friendly as it naturally leads to a softening or erosion over time until forgiven and forgotten. With the advent of the Internet public now carries the same meanings but we have added a third dimension; always there, no control, no hiding, permanent and always accessible. 

 

How can privacy die?

Privacy is closer to gravity and electrons, in the mind of the public, than to bricks and trees, so how can it die?  Privacy is a concept, something you explain but cannot touch and to every person the idea can be explained from their own personal perspective. Privacy is a boundary between private and public, but depends on the perspective. 

Privacy_boundary

 

The Wikipedia article on privacy is a rounded, by dogged by trying to detail every aspect of privacy from all angles, however there are some good snippets that help.

“The boundaries and content of what is considered private differ among cultures and individuals, but share basic common themes.”

“Privacy may be voluntarily sacrificed, normally in exchange for perceived benefits and very often with specific dangers and losses, although this is a very strategic view of human relationships.”

“Many languages lack a specific word for "privacy"”

 

The concept of privacy is not difficult, as it is the boundary between private and public, the complexity arrives in the definition when one considers context and experience.  Our date of birth is a public record but is often used as an identifier for private services; therefore I should keep it as private as possible.

“Privacy is Dead” but that doesn’t mean that it no longer exists as I can feel its warmth and pulse. Privacy will always exist whilst there is law to protect the boundary between public and private. 

 

Redefining Public

Public meant everyone and still does. Public means TV, radio, Broadcast, newspapers and the internet.  However, conceptually public meant here today, gone tomorrow.  Yesterday’s news is now old and is therefore not new and has less value.  You throw away yesterdays newspapers.  If you want last weeks news your can go to the library, if desperate there are specialists who will search microfiche for really old materials.  The idea of public was acceptable as you could eventually hide and be forgotten.  I am coming to the opinion that the issue is not about erosion of the boundaries or what is acceptable but our definition of Public.

My business policy lecturers back in 1992, George Luffman and Stuart Sanderson had their phrase “so what”.  It was a rhetorical question to ask whenever you though you had unearthed something new from analysis, as a method to expose if there is any value in the revelation.   The definition of Public needs updating – so what?

The obvious “so what” is that the Internet brings longevity and ease of access. There is now no hiding and it is this fundamental shift is that redefines Public which I believe is the conceptual problem we are struggling with.  Public, as a phrase, is evolving into three distinct concepts: permanent (internet public) temporary (news, broadcast) and available (certificates)

 

Why is Public important to Digital Footprints

Privacy, and the erosion thereof, easily sparks debate.  Big Brother ideals spread fear, but we are will to leave our digital data with everyone.  Understanding longevity of Public may could change a persons view of privacy.

 

 

 

 

 

Digital footprint evolution and social media segmentation that is based on trust. #mdfp

After discover there are 4 phases of digital footprint evolution; on the path to understanding the value of your digital data and how Brands have to re-think segmentation in the digital social media age and focus on the “rainbow of trust”

 

Discovery. As the title suggests this is the phase where you discover Facebook, Twitter, Flickr, Youtube and you engage with full throttle in this new and exciting social media experiment.

Ø1  Fear. The first impact of digital footprints occurs on the personal realisation that all your digital data can be gathered and analysed. The fear phase represents the understanding that you must be careful about what you say about yourself and others. This is where the digital immigrants focus, spending a lot of time on the education of the digital natives.

Ø2  Spring clean. The second stage is when you wake up and understand that digital footprints are actually what you say, what you do, how you do it, where you do it and also critically important what your social crowd say about you and your information, data and content. This is the spring clean phase where you choose carefully who your family, friends and associates and what content you will post and link to. This could also be known as the un-link phase where you un-link “friends.”

Ø3 Selective. The third awaking is when you realise you are the product of a barter and that web services companies are actually trading your digital footprint data for services.  If you want free services you need to share more and more data and information. Further the web services companies continually want to cross your personal privacy barrier. This becomes the selective phase where you decide to focus on a few web services rather than leave data everywhere.

Ø4 Value.  The next phase of your digital footprint evolution is now less to do with you and your social crowd but is to do with the analysis of your data.  Few people reach this level of understanding as it is about who influences you and who you influence. This is where value can be realised for Brands. 

 

and the link between digital footprint and segmentation is…

Demographic segmentation leads to the placement of ads in your Facebook profile.  Depending on your age, sex and location you will have a certain propensity to selective ads. As you share more data and information, which builds your digital footprint, you also reveal preferences.  This helps further focus traditional advertising. 

However the analysis of how you behave online and who you watch and listen too starts a whole new process of discovery of who influences you and who you influence. This allows advertisers to create new value for brands as they shift from traditional placement to influence based on a rainbow of trust. Who do you trust and who trust you.  Think recommendation.

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The assumption is that the rainbow of trust is a continuum and shows that people have a different propensity of trust, from untrusting to very trusting, and who they trust: a brand, the government, people, things, friends or relationships. The key to gaining value from this segmentation is the analysis of digital footprint data as this allows a Brand to determine the chain of influence.  Who listens to the first message, who passes it on and who it affects?  The analysis determines influence based on value by trust and risk, and not by product or lifestyle.

Conceptually within a rainbow of trust based segmentation, there is no market aligned to age, lifestyle, income, demographics, early adopters or followers. It moves the ideas from the young who explore, and the old who stay with what they know, even if it is not the best. It will be (is now) possible to determine trust as we now have access to the very data needed to determine it.

 

more reading …. http://www.mydigitalfootprint.com/footprint-cms/MY_DIGITAL_FOOTPRINT_AND_CONVERGED_SERVICES.html