THE NETWORKED REVOLUTION
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Transcript of THE NETWORKED REVOLUTION
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For you, from Amy Rae.
Global Creative Director, Hyper Island.
@elucidateAMY
THE NETWORKED REVOLUTION
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USED TO MEAN "SOMETHING COMPLICATED, UNDERVALUED BUT NECESSARY IN THE
FUTURE.” BUT NOW MEANS "THE FUTURE OF MY BUSINESS", "CREATIVITY", "EXCITEMENT". THE POSSIBILITY OF REINVENTION IN MY CAREER
AND A WAY OF STAYING YOUNG.
IT'S A WAY OF LIFE, FOR BETTER OR FOR WORSE, AND THE MORE WE CAN
LEARN WAYS TO MAKE IT BETTER, THE BETTER OUR
LIVES WILL BE
DIGITAL = TECHNICAL TERM AND A OVERWHELMING MASS OF NEW MARKETING POSSIBILITIES, THAT I AM NOT VERY FAMILIAR WITH
ANYTHING INVOLVING HUMAN INTERACTION
WITH TECHNOLOGYTHE LIQUID ENERGY BY WHICH WE RUN
OUR LIVES
SOCIAL MEDIA AND "WEB 2.0"
EVERYTHING ON WWW, MOBILE/IPADS, APPS
IMMEDIATE, QUICK, DISPOSABLE
ALL THAT UTILIZES 1'S AND
0'S TO EXIST
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TECHNOLOGY
HUMAN BEHAVIOR
ALL REVOLUTIONS ARE FUELED BY:
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TO UNDERSTAND WHERE WE ARE GOING,
WE NEED TO KNOW WHERE WE'VE BEEN.
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What does our collective lived experience look like?
Instructions★ Find a writing instrument★ Mark your birth year on the continuum and
sign your name to it
Reflection★ How has my world changed over the years?
(How I write a diary? Take a photo? Ask someone out on a date?) Tweet it!
Put yourselves on a timeline.
5
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HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED
50,000 BP -> 10,000 BP -> 1400s -> 1800s -> 1900s
*CLEARLY, NOT DRAWN TO SCALE
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HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED
*CLEARLY, NOT DRAWN TO SCALE
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The Locomotive Act 1865 (Red Flag Act)
■ Set speed limits of 4 mph (6 km/h) in the country and 2 mph (3 km/h) in towns.
■ Stipulated that self-propelled vehicles should be accompanied by a man with a red flag walking 60 yards (55 m) ahead of each vehicle. The man with a red flag or lantern enforced a walking pace
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TECHNOLOGY
HUMAN BEHAVIOR
ALL REVOLUTIONS ARE FUELED BY
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TECHNOLOGY
HUMAN BEHAVIOR
THE NETWORKED REVOLUTION
the internet + digital information
speedy global communication + group organizing
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NETWORKS
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ARE WE
EVER ALONE?
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DIGITAL WORLD
VS.REAL
WORLD?
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TODAY, WE WILL EXPLORE 3 THEORIES ABOUT HUMAN BEHAVIOR IN A NETWORKED WORLD:
★WHY PEOPLE SHARE★TRIBES★FAN CULTURE
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WHY PEOPLE SHARE
HENRY JENKINSMIT, USC
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HOW HAS SHARING
CHANGED?
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GIVE ME STATUS
STRENGTHEN MY BOND
DEFINE OUR COLLECTIVE
IDENTITY
Why People Share - Henry Jenkins
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@mikearauz
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Nike+ Fuelband
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GIVE ME STATUS
STRENGTHEN MY BOND
DEFINE OUR COLLECTIVE
IDENTITY
Why People Share - Henry Jenkins
When I break a record, my Facebook friends are notified.
I rock!
My partner and I use this to encourage
each other to be more active.
We, as Nike+ athletes, are...
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The theory applied:
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Key thoughts:
★ Creating space for participation doesn’t guarantee it will happen.
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Key thoughts:
★ Creating space for participation doesn’t guarantee it will happen.
★ As a brand, your success doesn’t have much to do with you. It has to do with those who adopt you.
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Key thoughts:
★ Creating space for participation doesn’t guarantee it will happen.
★ As a brand, your success doesn’t have much to do with you. It has to do with those who adopt you.
★ Viral isn’t an inherent part of a video, image, or campaign. You can’t build viral. You can only hope for it.
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: Who are we trying to reach? To what networks do they belong? What do they value? How do they communicate? How do they determine status or rank?
GIVE ME STATUSSTRENGTHEN
MY BOND
DEFINE OUR COLLECTIVE
IDENTITY
YOUR TASK: use the theory
Why People Share
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: Who are we trying to reach? To what networks do they belong? What do they value? How do they communicate? How do they determine status or rank?
GIVE ME STATUSSTRENGTHEN
MY BOND
DEFINE OUR COLLECTIVE
IDENTITY
YOUR TASK: use the theory
Individual workWhy People Share
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: Who are we trying to reach? To what networks do they belong? What do they value? How do they communicate? How do they determine status or rank?
GIVE ME STATUSSTRENGTHEN
MY BOND
DEFINE OUR COLLECTIVE
IDENTITY
YOUR TASK: use the theory
Discuss in pairsWhy People Share
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TRIBES
SETH GODIN
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WHAT IS THE HUMAN HISTORY OF TRIBES?
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SHARED INTERESTS
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*this is never how it worked
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INTERNET-MAP.NET
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IWC & Menswear Interest
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Key thoughts:
★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
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Key thoughts:
★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
★ Demographic or psychographic analyses are (nearly) useless in a Networked Society. Focus on shared interests.
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Key thoughts:
★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
★ Demographic or psychographic analyses are (nearly) useless in a Networked Society. Focus on shared interests.
★ Respect tribal knowledge: things they know that you don’t. (Always changing.)
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: Where do people gather to talk about related shared interests like cars, filmmaking, the internet, etc.? What do those tribes look like? Who leads them? How would you describe them to a client?
YOUR TASK: use the theory
Tribes
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: Where do people gather to talk about related shared interests like cars, filmmaking, the internet, etc.? What do those tribes look like? Who leads them? How would you describe them to a client?
YOUR TASK: use the theory
Tribes
Individual work
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FAN CULTURE
HENRY JENKINSMIT, USC
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WHAT DO WE KNOW ABOUT FANS?
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FANFICTION.NET
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NINTENDO
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THE DARK KNIGHT
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Storytelling Storybuilding
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Fans = $...
Right?
The hype:
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MOST PEOPLE DON’T PARTICIPATE
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USE YOUR STREET TEAM.
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Key thoughts:
★ Storytelling -> Storybuilding
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Key thoughts:
★ Storytelling -> Storybuilding
★ Embrace appropriation
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Key thoughts:
★ Storytelling -> Storybuilding
★ Embrace appropriation
★ Treating fans like an audience won’t make you money, but empowering them like a street team will.
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: You have your tribe, you know why they share, so finally: how will you use them to grow the business?
YOUR TASK: use the theory
Individual work
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PLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as a television commercial. Your task: launch this campaign using social media and get a ton of entries. Prompts: You have your tribe, you know why they share, so finally: how will you use them to grow the business?
YOUR TASK: use the theory
Discuss in pairs
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TODAY, WE EXPLORED 3 THEORIES ABOUT BEHAVIOR IN A NETWORKED WORLD:
★WHY PEOPLE SHARE ★BASIC HUMAN NEEDS
★TRIBES★SHARED INTERESTS
★FAN CULTURE★STORYBUILDING
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SEE YOU AFTER LUNCH.
THANKS! TACK!
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For you, from Amy Rae.
Global Creative Director, Hyper Island.
@elucidateAMY
THE NETWORKED REVOLUTION