[Music]
so when was the last time that you
actually read the terms and conditions
before going to the next step when was
the last time you questioned whether
your private information is going to be
shared with anyone and when was the last
time even questioned if your private
information is being used against good
evenin ladies and gentlemen my name is
Lanna Reza and I'm extremely honored to
be here
today's topic it's about a very critical
significant danger that it is happening
in society and is affecting our lives
but unfortunately it's not being much
trending and I will tell you why I talk
so how much marketers are influencing
our very personal lives how much do they
know about our personal lives and how
much do they have the power to
manipulate and change our behaviors can
I know why raise of hand if you have
ever ever thought that the advertisers
and the marketers are actually listening
to your microphone for the record this
is almost every single person in this
conference room so why is this the case
and why is this the matter for our
Jewish before answering that question
I'm going to give you an insight about
data so what do we know about data data
is currently the most valuable asset in
the world it's currently more valuable
than oil more valuable than gold more
valuable than diamond and by far more
valuable than any currency the richest
companies in the world are some
technology companies that they know how
to use this data effectively and
efficiently and without the data they
can't really operate so in order to
understand if marketers can really
listen to your microphone and if they
are really listening to microphone we
have to divide it into two different
sides there's a technical side and
there's a legal side which we are going
to understand so for easing up the whole
process and making it more tangible
for every single one I have chosen an
example I've chosen Facebook as an
example because most likely you have
either Facebook Instagram whatsapp
messenger or perhaps all of them
you are aware with the advertisements
you get from a company like Facebook so
for a company like Facebook is it
technically possible for them to listen
to your microphone of course it is all
they need is some strong processing
powers to detect what you say and record
it and then understand it which is
really really easy for them and would it
be useful of course it would be useful
why because they're not only gonna
listen to what you talking about they
will see that emotion attached to all
you're talking about in other words
they're not gonna see only what's you
saying they also understand how you say
so if you fight with you this morning
we're talking about coronavirus they
could understand one of you is just
making jokes about it three of you are
just absolutely panicking to death about
it and want to hear in between so
therefore based on the way talking about
it they can detect what you are saying
and because they have your self
demographics they have your geolocation
and they have the information about you
they can most likely detect who is
speaking so this information will be
beneficial for them and there's a legal
side so Facebook has clearly mentioned
this in many different places in
different conference rooms and in
different exhibitions even in the courts
the CEO mr. Mark Zuckerberg has told
that they do not use the microphone so
why is it that pretty much every single
person thinks they are listening to your
microphone the truth is they don't
listen to your microphone the truth is
they know so much about you already and
they are accurately predicting your
decisions your interests your behaviors
okay so let's take a look what they
already have
they have yourself demographics they
know your name your date of birth the
country you were born in the college you
went to
they know your pictures and therefore
they know you looks they know your
friends and your family they also know
your best friends right when you go in
your Instagram
they bring their feet according to the
people that you have the most
interactions with so again you have many
many information out there that you
might not even realize you are giving it
to them they have your browsing habits
based on the browsing habits they know
what you're gonna like so the my
Explorer would be so different to my
mother's my mother's gonna be all about
cooking's and makeups mine is all about
entrepreneurship and for okay they know
your browsing habits and they know your
search history based on the search
history and your browsing habits they
know your sexual orientation they know
what team you support they know what is
your religion they know what sort of
vision you have tools politics and they
can also predict what sort of things you
are thinking about different dynamics so
all these three are the things that
Facebook is collecting directly and
there are some stuff that they collect
in directing so cookies in pixels most
likely you'd know about them and there
are thousands and thousands of websites
using it in order to provide remarketing
remarketing is when you check a website
and then you go in another website or
you go in a different media or device
and you see their acts because you
simply went to the website so I'm gonna
tell you one thing very short and
quickly Facebook doesn't need to listen
to your microphone they don't need to so
they know it's not that they don't have
enough information they do that's why
you don't need to listen to you well
I'll tell you how it works let's say
this morning you were telling your
friends in the library that okay I am
panicking about coronavirus and I'm no
longer gonna study in this library I'm
gonna search for some meeting and
private meeting rooms in a hotel and I'm
going to go study there and then you
search for meeting rooms around me and
then you click on the first link there's
a cookies coming out you just ignore it
you press ok
and then after two minutes to say okay
never mind you look out from your
library computer and you come out you
sitting here in your break of course not
now you're exploring on your phone on
your Instagram on the first Adler that
comes to you you see oh my god there's
meeting rooms available from ten
thousand hour and then you start
panicking about this yeah oh my god tell
yesterday I was not even searching about
this but right now I was speaking with
my friends about this when I told them
I'm panicking and I'm not gonna study in
the library anymore I'm looking for
meeting rooms as soon as I said that
they started advertising me so they are
listening to my microphone the truth is
no you this morning searched about the
meeting rooms and then you accepted the
cookies and you had collected with the
same email address that it is connected
to your Instagram so buy cookies that
you accept it which didn't obviously
read the terms and conditions when you
wanted to do that you allow them to use
your information that you are interested
in meeting rooms and they can understand
what are the most valuable things for
you because you search cheap so you're
looking for something cost efficiently
and that's how they targeted question
that if we know this why is this so
acceptable and why is this so normalized
the reason I ask this is because when
I'm invited to speak in different
conferences on different events or even
different universities I talk about
marketing I talk about entrepreneurship
and I'm mainly talking about business
but there was a big part of it was his
ethics and it's about privacy which is
really important because it's beyond
business and money it's about humanity
okay and I can see genuinely that
elderly people are so passionate about
this topic but when it comes to
university students they seem not that
passionate about it and I always had
this question so my team to the research
interest in me
all the information that it is out there
about privacy over 85%
step are produced from the people who
were born from 1980s or before so
interestingly there is a link there and
I was always thinking why is this the
case so we started interviewing
different people and we realize what is
the case the cases because we use to
being grown up and raised with the
Internet's
and any homework any assignment anything
that we wanted we were just one step
away from Google and everything was so
open-source and transparent we were kind
of okay with the fact that our
information would be transparent as well
so more marketers have full steps in
order to change or influence you they
can change your mood they can change
your behavior they can change your
habits and the biggest challenge for any
marketer out there is to change your
mindset so in order to change your mood
this is pretty much the easiest thing
every video on Tic Tac can change your
mood so in order to change someone's
mood you only need a few seconds and
it's the easiest thing but if you wanna
change someone's behavior you only don't
sneak emotion you need some facts you
need some figures you need some more
than just emotion and in order to make
that behavior into a habit you need to
make those proofs and those results
consistent and if it's not consistent
this may not lead into a habit and it
might just stuck and you stop at the
behavior stage so once you change
someone mood you change someone behavior
and you make them consistent and that
was remaining in the habits then you try
to make even more and further you
bombard them with the personalized
content to take them and change the
mindsets this is so difficult they might
be able to change some like tiny
people's mindsets but not the general
perception of the society because that
would be so difficult or technically
impossible but I am gonna reveal the
secret tonight
I'm gonna tell you how they do this
there is a simple
secret sauce behind it so the secret
that they do is they don't target
everyone equally so what does that mean
let's say there is a social movement
going on or there is a political
election or there is a change in the law
or there is something beyond just cells
and business something that would matter
for millions and millions of people so
what they do is they collect a country
let's say United States okay they will
divide it into all small fences
geolocation fences and then they would
understand which people are the most
easiest people to change their minds the
people who usually have the higher click
rate so they wonder who see every other
and they click on it most likely they
buy from it or the people who are most
likely to change this site are actually
really understandable from their
behavior on social media and Facebook
has that information and many other
companies also have that information so
they are called the people who change
the size change the beliefs and change
the opinions much cooker than the others
we call them the pissed way tables so
let's say there is an election going on
in a country and this is a town where
let's say 100,000 people which 60,000 of
them aren't able to vote and then this
is a very competitive town for that
country and therefore there were targets
the people who know they are going to be
the persuader rules why are they going
to target them and not the whole society
because they know that gonna take so
much time and not a great return of
investment so they look at the ROI and
the people who are the persuadable have
the highest return of investment so with
the lowest budget in advertisement they
can change their sign so what that
happens is they will produce the data
the data will be then used just like a
boomerang you produce the data the data
goes there
they analyze your data and then then
markets you back with some personalized
messages this is the dangerous part of
it
you produce the data you give them your
data and then it's gonna be used against
you
just like the boomerang so what happens
is they will find the persuader balls
they will then bombard them with some
personals content
personalized messages in order to change
their perspective so what happens is all
the time they will turn from yellow to
red so this is the concept they do this
with not only one town but in fact all
the different towns that they would find
it competitive so they won't focus on a
state for example to change the
perceptions and therefore as a result
the whole state will change from yellow
into into red and again this is not only
about one state if they want to win in a
social movement and a political movement
or anything that is beyond just cells
they would do that with the whole
country and eventually the whole country
will turn interact and then why is this
dangerous or why is this even something
we should care about and what is this
something we need to actually know about
so this will become more dangerous for
many different reasons because right now
the information that you have out there
it's just basically some data that it's
been used and there are many different
ways that they are allocating the data
but there will come a day that AI will
integrate into it so they would also
know your emotions as well as your data
into it and that would be so more
dangerous but it will come even more
dangerous when you realize this platform
can be no longer about sales it can be
about politics it can be about social
movements it can be about changing the
law so what happens is you can see the
society changing perception without you
realizing it so where is your data that
is in Facebook where is your data that
it's been using Apple school where is
your data
being used on Google we know it we don't
know pretty much no one knows so there
is a difficult part about this which I
think it's even more more dangerous
which is when you talk about this it's
no longer about who puts the truthful
correct
they're beneficial and the right content
out there it's just a bidding game it is
just about bidding so if you have ever
done other Tizen ins on Google or Bing
on Yahoo on any of these platforms you
know this is how it works you say I pay
two pounds I want to be the first link
someone else comes I pay 2 pound 20
they'll become the first thing you will
become second someone else comes three
pounds you will become thirdly so
eventually they don't see who is
providing the best content or if the
content is even true if the content is
gonna benefit the society so it's just
gonna be about money so it comes to a
point that only the people with the
highest amounts of wealth have the
highest amount of power and manipulation
tools the society what that means is it
wouldn't be us who can change the
results of the election it wouldn't be
us who can inform the world about global
warming because why the people with the
highest wealth can determine what we
think about global warming the people
with the highest amount of wealth can
determine what we think about
coronavirus the people with the most
amount of wealth can most likely
determine what will be the result of the
election next time so what is it that
I'm talking about and how does that
relate to the control-alt-delete it's
really relevant when you realize there
is so much information that it is
interconnected with your information and
you should realize that the data you put
out there it's somehow used against you
and this is dangerous and we need to
stop this why because it will come to a
point where we gonna have a very
dangerous element for ourselves for Fiat
for even our children that they might
not be able to have a truthful election
truthful movements or even the right
information and the truthful results and
the news that is happening
so we need to raise that awareness we
need to educate ourselves about privacy
most importantly we should try to avoid
putting too much data and when our data
has been used against us we need to have
some reflection and some reactions
otherwise we do not know how this were
gonna act thank you very much for
listening and it was honor to be here
thank you so much