First half of a session with all Hyper Island 2013 students in Stockholm and Karlskrona Sweden. Given during their second week of school - the foundation module.

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

16. HOW HAS
SHARING
CHANGED?

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.

21. The theory applied:

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

28. TRIBES
SETH GODIN

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?

50. MOST PEOPLE
DON’T PARTICIPATE

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