THE NETWORKED REVOLUTION
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The document discusses the 'networked revolution' and how it impacts creativity, business, and human interaction through technology. It explores theories on why people share, the importance of tribes in connecting with audiences, and the role of fan culture in marketing strategies. The text encourages participants to reflect on their personal experiences and to plan a viral filmmaking contest as part of their learning process.
THE NETWORKED REVOLUTION
- 1. THE NETWORKED REVOLUTION For you, from Amy Rae. Global Creative Director, Hyper Island. @elucidateAMY
- 2. USED TO MEAN "SOMETHING COMPLICATED, UNDERVALUED BUT NECESSARY IN THE SOCIAL MEDIA FUTURE.” BUT NOW MEANS "THE FUTURE OF MY BUSINESS", "CREATIVITY", "EXCITEMENT". THE AND "WEB 2.0" POSSIBILITY OF REINVENTION IN MY CAREER AND A WAY OF STAYING YOUNG. EVERYTHING ON WWW, ALL THAT MOBILE/IPADS, APPS UTILIZES 1'S AND 0'S TO EXIST IMMEDIATE, QUICK, DISPOSABLE DIGITAL = TECHNICAL TERM AND A OVERWHELMING MASS OF NEW MARKETING POSSIBILITIES, THAT I AM NOT VERY FAMILIAR WITH ANYTHING INVOLVING IT'S A WAY OF LIFE, FOR HUMAN INTERACTION BETTER OR FOR WORSE, AND THE MORE WE CAN THE LIQUID ENERGY BY WHICH WE RUN WITH TECHNOLOGY LEARN WAYS TO MAKE IT BETTER, THE BETTER OUR OUR LIVES LIVES WILL BE
- 3. ALL REVOLUTIONS ARE FUELED BY: TECHNOLOGY HUMAN BEHAVIOR
- 4. TO UNDERSTAND WHERE WE ARE GOING, WE NEED TO KNOW WHERE WE'VE BEEN.
- 5. Put yourselves on a timeline. 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! 5
- 6. HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED 50,000 BP -> 10,000 BP -> 1400s -> 1800s -> 1900s * C L E A R LY, N O T D R AW N T O S C A L E
- 7. HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED * C L E A R LY, N O T D R AW N T O S C A L E
- 8. 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
- 9. ALL REVOLUTIONS ARE FUELED BY TECHNOLOGY HUMAN BEHAVIOR
- 10. THE NETWORKED REVOLUTION TECHNOLOGY the internet + digital information HUMAN BEHAVIOR speedy global communication + group organizing
- 11. NETWORKS
- 12. ARE WE EVER ALONE?
- 13. DIGITAL WORLD VS. REAL WORLD?
- 14. TODAY, WE WILL EXPLORE 3 THEORIES ABOUT HUMAN BEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE ★TRIBES ★FAN CULTURE
- 15. WHY PEOPLE SHARE HENRY JENKINS MIT, USC
- 17. Why People Share - Henry Jenkins DEFINE OUR GIVE ME STRENGTHEN COLLECTIVE STATUS MY BOND IDENTITY
- 18. @mikearauz
- 19. Nike+ Fuelband
- 20. Why People Share - Henry Jenkins DEFINE OUR GIVE ME STRENGTHEN COLLECTIVE STATUS MY BOND IDENTITY When I break a My partner and We, as Nike+ record, my Facebook I use this to athletes, are... friends are notified. encourage each other to I rock! be more active.
- 22. Key thoughts: ★ Creating space for participation doesn’t guarantee it will happen.
- 23. 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.
- 24. 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.
- 25. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? DEFINE OUR STRENGTHEN GIVE ME STATUS COLLECTIVE MY BOND IDENTITY Why People Share
- 26. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? DEFINE OUR STRENGTHEN GIVE ME STATUS COLLECTIVE MY BOND IDENTITY Individual work Why People Share
- 27. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? DEFINE OUR STRENGTHEN GIVE ME STATUS COLLECTIVE MY BOND IDENTITY Discuss in pairs Why People Share
- 29. WHAT IS THE HUMAN HISTORY OF TRIBES?
- 30. SHARED INTERESTS
- 32. * t h i s i s n ev er h o w i t w o r k ed
- 34. INTERNET-MAP.NET
- 37. IWC & Menswear Interest
- 38. Key thoughts: ★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
- 39. 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.
- 40. 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.)
- 41. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? Tribes
- 42. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? Tribes Individual work
- 43. FAN CULTURE HENRY JENKINS MIT, USC
- 44. WHAT DO WE KNOW ABOUT FANS?
- 45. FANFICTION.NET
- 46. NINTENDO
- 47. THE DARK KNIGHT
- 48. Storytelling Storybuilding
- 49. The hype: Fans = $ ... Right?
- 51. USE YOUR STREET TEAM.
- 53. Key thoughts: ★ Storytelling -> Storybuilding
- 54. Key thoughts: ★ Storytelling -> Storybuilding ★ Embrace appropriation
- 55. Key thoughts: ★ Storytelling -> Storybuilding ★ Embrace appropriation ★ Treating fans like an audience won’t make you money, but empowering them like a street team will.
- 56. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? Individual work
- 57. YOUR TASK: use the theory PLAN A “VIRAL” FILMMAKING CONTEST A 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? Discuss in pairs
- 58. TODAY, WE EXPLORED 3 THEORIES ABOUT BEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE ★BASIC HUMAN NEEDS ★TRIBES ★SHARED INTERESTS ★FAN CULTURE ★STORYBUILDING
- 59. SEE YOU AFTER LUNCH. THANKS! TACK!
- 60. THE NETWORKED REVOLUTION For you, from Amy Rae. Global Creative Director, Hyper Island. @elucidateAMY