Så var Web Summit 2016

Jag har privilegiet att ibland få åka på svenska eller internationella konferenser där man pratar webb, tech och framtidens kommunikation och marknadsföring. Detta år kom jag iväg hela vägen till Lissabon för att gå på Web Summit, tillsammans med mina kollegor Johan och Louise. På Web Summit trängde över 50 000 personer ihop sig för att mingla, inspireras och äta food-truck mat under tre intensiva dagar.


sara i lissabon

Det här är några av mina intryck från Web Summit 2016. Vi kommer också att skriva fler artiklar i Comprends nyhetsbrev. För den som vill prenumerera på det kan man signa upp sig här.

VR – snart i ett par glasögon på ditt huvud

Det var såklart mycket snack om virtual reality. Det hölls paneldebatter om det och flera företag lät besökarna testa i sina montrar. Tekniken och kunskapen utvecklas ständigt och det lanseras nya typer av tjänster och VR-glasögon för att möta upp det man ser kommer att bli ett enormt behov inom kort.

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Det som var intressant dock var att fokus för många diskussioner inte var mjuk- och hårdvarutekniken utan snarare berättartekniken. Hur skapar man upplevelser för människor när de kan vara mitt inne i själva upplevelsen, de kan röra på huvudet och uppleva så mycket mer än om man tittar på en kvadratisk skärm. Det är detta som är den stora utmaningen och regissörer av filmer, spel och upplevelser kommer att behöva förlita sig i större grad på data för att kunna designa stories som linjerar med människors beteenden.

Vem bär skulden till det ödesdigra valet av Donald Trump

Både på tisdagen före valet och onsdagen när Trumps vinst blivit ett faktum så talades det om saker som filterbubblor, medias inflytande och pålitligheten i opinionsmätningar.

En del menade att filterbubblor gör att vi människor enbart läser sådant som förstärker våra redan formade åsikter. Nu när vi får en hel del av våra nyheter från sociala medier så gör dels algoritmer och dels de källor vi väljer att följa att vi får en ganska ensidig bild av verkligheten. Så den som stödjer Trump kanske bara får se innehåll som förstärker och validerar det valet. Andra menade på att sociala medier inte hade en sådan effekt utan att de flesta människor inte ens använder Twitter eller Facebook till den graden utan får sin information från andra ställen och att oavsett filterbubblor så vill människor sällan ändra åsikt när de väl har rotat sig i sina värderingar.

Efter valet har debatten gått varm om opinionsmätningar och varför dessa har slagit så fel. Här kan man snarare debattera att sociala medier kanske gett en felaktig bild av läget och att man glömt bort att det finns en hel värld därute som inte kommer att lägga ut sina politiska åsikter online utan behåller dem för sig själva tills det är dags att gå till vallokalen.

Hur funkar de där ”millennials” egentligen?

Det pratades väldigt mycket om s.k ”millennials” – dvs generation Y, de födda efter 1982. Konstigt nog så kändes det som att en hel del av talarna/debattörerna nästan ser dessa som mytiska varelser, dessa konstiga unga människor med helt andra vanor, levnadsmönster och åsikter än ”vanligt folk” (dvs oss över 35). En talare benämnde dom till och med för ”snake people” av någon outgrundlig anledning.

Så här beskrevs i alla fall millennials a.k.a ”snake people” (obs – varning för generaliserande text):

– De är ”digital natives” – de har alltid sen barnsben har använt digitala tjänster.
– De är aldrig längre än 2 meter från sina mobiltelefoner och det är mobiler de i första hand använder framför datorer.
– Många har aldrig använt e-mail och tycker att det är något konstigt som bara ”vuxna” använder.
– De vill inte bli störda, vill inte svara i telefonen och använder adblockers för att slippa se reklam.
– De samlar på upplevelser snarare än pengar eller materiella ägodelar.

Ovanstående saker kan ju debatteras och människor är ändå ganska olika varandra. Men på en punkt tycker jag ändå att paneldebattörerna slog huvudet på spiken: Millennials/generation Y är kräsna användare av tjänster. De tolererar inte dåligt designade tjänster, usla användarupplevelser eller utdragna digitala processer. Saker ska funka och om de inte gör det så går man vidare till nästa grej. Detta är enormt viktigt att ha i åtanke när man designar och utvecklar tjänster, appar, webbplatser och produkter.

Gary Vaynerchuk tyckte att alla ska ”stop fucking complaining”

Det sista jag hann se innan jag drog hem från 20 C och sol till -2 C och 50 cm snö var Gary Vaynerchuck.

Gary slog ett slag för entreprenörsskapet och för att våga satsa på egna idéer. Han tyckte det var för mycket ”fucking complaining going on” och att vi borde inse att detta är den bästa tiden att vara entreprenör då vem som helst som har en idé och som är villig att jobba hårt för det kan starta bolag och marknadsföra sig i ett digitalt kontext.

Tv och radio har ersatts av mobilen och nyhetskanalerna håller på att ersättas av Facebook, Twitter och vilket socialt medium som kommer att slå härnäst. Man ska inte vara rädd för att testa nya plattformar och för att skapa innehåll.

Ett par svordomar senare avslutade han med att folk ska sluta vara så ”fucking afraid” och att rädsla aldrig ska hålla tillbaka någon. Fler människor dör i USA varje år av att en kokosnöt ramlar ner i huvudet på dom än av terrorattacker, det finns inget att klaga på!

Men….var är brudarna?

Man upptäcker att man har blivit lite bortskämd borta i genusdagis-Sverige. De senaste årens kampanjer kring jämställda tech-konferenser har faktiskt burit frukt hemma i fosterlandet och det blir väldigt tydligt när man istället åker på konferens i södra Europa. Det var män, män i kostym, män med skägg, män utan skägg, män utan hår, män med keps och män med VR-glasögon. Självklart en kvinna här och där, men inte i någon större mängd och ofta i ett kontext som minoriteten i en paneldebatt. I ett sånt läge blev till och med kvinnan introducerad som ”den snyggaste på scenen”. Urk. Här har Web Summit en hel del att jobba på.

tweet

Även åldersmässigt så var det genomgående väldigt medelålders och de där mytomspunna ”millennials” lyste med sin frånvaro på scenerna. Konstigt nog så var även talarna och paneldeltagarna till synes från i princip enbart två länder: USA eller UK. Perspektiven blir lite skeva när mångfalden saknas.

Tack för i år Lissabon!

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På det stora hela blev det fyra bra dagar i Lissabon (spenderade måndagen på Comprends Lissabonkontor) och även om konferensen var stor, bullrig och lite för manscentrerade för min smak så har jag fått med mig en massa intressanta insikter, trendspaningar och lärdomar från veckan.

/Sara

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