the networked revolution

For you, from Amy Rae.

Global Creative Director, Hyper Island.

@elucidateAMY

THE NETWORKED REVOLUTION

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

TECHNOLOGY

HUMAN BEHAVIOR

ALL REVOLUTIONS ARE FUELED BY:

TO UNDERSTAND WHERE WE ARE GOING,

WE NEED TO KNOW WHERE WE'VE BEEN.

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

HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED

50,000 BP -> 10,000 BP -> 1400s -> 1800s -> 1900s

*CLEARLY, NOT DRAWN TO SCALE

HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED

*CLEARLY, NOT DRAWN TO SCALE

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

TECHNOLOGY

HUMAN BEHAVIOR

ALL REVOLUTIONS ARE FUELED BY

TECHNOLOGY

HUMAN BEHAVIOR

THE NETWORKED REVOLUTION

the internet + digital information

speedy global communication + group organizing

NETWORKS

ARE WE

EVER ALONE?

DIGITAL WORLD

VS.REAL

WORLD?

TODAY, WE WILL EXPLORE 3 THEORIES ABOUT HUMAN BEHAVIOR IN A NETWORKED WORLD:

★WHY PEOPLE SHARE★TRIBES★FAN CULTURE

WHY PEOPLE SHARE

HENRY JENKINSMIT, USC

HOW HAS SHARING

CHANGED?

GIVE ME STATUS

STRENGTHEN MY BOND

DEFINE OUR COLLECTIVE

IDENTITY

Why People Share - Henry Jenkins

@mikearauz

Nike+ Fuelband

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...

The theory applied:

Key thoughts:

★ Creating space for participation doesn’t guarantee it will happen.

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.

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.

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

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

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

TRIBES

SETH GODIN

WHAT IS THE HUMAN HISTORY OF TRIBES?

SHARED INTERESTS

*this is never how it worked

INTERNET-MAP.NET

IWC & Menswear Interest

Key thoughts:

★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.

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.

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.)

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

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

FAN CULTURE

HENRY JENKINSMIT, USC

WHAT DO WE KNOW ABOUT FANS?

FANFICTION.NET

NINTENDO

THE DARK KNIGHT

Storytelling Storybuilding

Fans = $...

Right?

The hype:

MOST PEOPLE DON’T PARTICIPATE

USE YOUR STREET TEAM.

Key thoughts:

★ Storytelling -> Storybuilding

Key thoughts:

★ Storytelling -> Storybuilding

★ Embrace appropriation

Key thoughts:

★ Storytelling -> Storybuilding

★ Embrace appropriation

★ Treating fans like an audience won’t make you money, but empowering them like a street team will.

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

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

TODAY, WE EXPLORED 3 THEORIES ABOUT BEHAVIOR IN A NETWORKED WORLD:

★WHY PEOPLE SHARE ★BASIC HUMAN NEEDS

★TRIBES★SHARED INTERESTS

★FAN CULTURE★STORYBUILDING

SEE YOU AFTER LUNCH.

THANKS! TACK!

For you, from Amy Rae.

Global Creative Director, Hyper Island.

@elucidateAMY

THE NETWORKED REVOLUTION