O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

THE NETWORKED REVOLUTION

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Próximos SlideShares
EMERGING TECHNOLOGY & STRATEGY
EMERGING TECHNOLOGY & STRATEGY
Carregando em…3
×

Confira estes a seguir

1 de 60 Anúncio
Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Anúncio

Semelhante a THE NETWORKED REVOLUTION (20)

Mais recentes (20)

Anúncio

THE NETWORKED REVOLUTION

  1. 1. THE NETWORKED REVOLUTION For you, from Amy Rae. Global Creative Director, Hyper Island. @elucidateAMY
  2. 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. 3. ALL REVOLUTIONS ARE FUELED BY: TECHNOLOGY HUMAN BEHAVIOR
  4. 4. TO UNDERSTAND WHERE WE ARE GOING, WE NEED TO KNOW WHERE WE'VE BEEN.
  5. 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. 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. 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. 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. 9. ALL REVOLUTIONS ARE FUELED BY TECHNOLOGY HUMAN BEHAVIOR
  10. 10. THE NETWORKED REVOLUTION TECHNOLOGY the internet + digital information HUMAN BEHAVIOR speedy global communication + group organizing
  11. 11. NETWORKS
  12. 12. ARE WE EVER ALONE?
  13. 13. DIGITAL WORLD VS. REAL WORLD?
  14. 14. TODAY, WE WILL EXPLORE 3 THEORIES ABOUT HUMAN BEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE ★TRIBES ★FAN CULTURE
  15. 15. WHY PEOPLE SHARE HENRY JENKINS MIT, USC
  16. 16. HOW HAS SHARING CHANGED?
  17. 17. Why People Share - Henry Jenkins DEFINE OUR GIVE ME STRENGTHEN COLLECTIVE STATUS MY BOND IDENTITY
  18. 18. @mikearauz
  19. 19. Nike+ Fuelband
  20. 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. 21. The theory applied:
  22. 22. Key thoughts: ★ Creating space for participation doesn’t guarantee it will happen.
  23. 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. 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. 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. 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. 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. 28. TRIBES SETH GODIN
  29. 29. WHAT IS THE HUMAN HISTORY OF TRIBES?
  30. 30. SHARED INTERESTS
  31. 31. * t h i s i s n ev er h o w i t w o r k ed
  32. 32. INTERNET-MAP.NET
  33. 33. IWC & Menswear Interest
  34. 34. Key thoughts: ★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
  35. 35. 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.
  36. 36. 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.)
  37. 37. 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
  38. 38. 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
  39. 39. FAN CULTURE HENRY JENKINS MIT, USC
  40. 40. WHAT DO WE KNOW ABOUT FANS?
  41. 41. FANFICTION.NET
  42. 42. NINTENDO
  43. 43. THE DARK KNIGHT
  44. 44. Storytelling Storybuilding
  45. 45. The hype: Fans = $ ... Right?
  46. 46. MOST PEOPLE DON’T PARTICIPATE
  47. 47. USE YOUR STREET TEAM.
  48. 48. Key thoughts: ★ Storytelling -> Storybuilding
  49. 49. Key thoughts: ★ Storytelling -> Storybuilding ★ Embrace appropriation
  50. 50. Key thoughts: ★ Storytelling -> Storybuilding ★ Embrace appropriation ★ Treating fans like an audience won’t make you money, but empowering them like a street team will.
  51. 51. 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
  52. 52. 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
  53. 53. TODAY, WE EXPLORED 3 THEORIES ABOUT BEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE ★BASIC HUMAN NEEDS ★TRIBES ★SHARED INTERESTS ★FAN CULTURE ★STORYBUILDING
  54. 54. SEE YOU AFTER LUNCH. THANKS! TACK!
  55. 55. THE NETWORKED REVOLUTION For you, from Amy Rae. Global Creative Director, Hyper Island. @elucidateAMY

×