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(Graham Brown mobileYouth) The London Riots - wtf?

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(Graham Brown mobileYouth) The London Riots - wtf?

  1. wtf ? #londonriots
  2. Graham Brown" www.mobileYouth.org My name is Graham Brown and I’m an author and co-founder of mobileYouth. " " Since 2001, I’ve been studying how youth use technology for both marketing clients and social projects. My approach is Social Thinking – understanding how technology and brands are Social Tools within their lives. The #londonriots is a good example of how these tools can be used equally destructive and creative means. #londonriots
  3. if you like this presentation " don’t forget to favorite it here
  4. #londonriots: wtf?
  5. 8/8 London 2011: Unprecedent levels of rioting and disorder" Why did this happen?
  6. …but as we’ll find out later, there was a second story being told that unearthed the positive side of both social action and technology
  7. So the first story: what the media focused on h at ? 1.  unprecedented damage w 2.  “random” rioting 3.  theft and vandalism not politics
  8. Mobile phones and clothing stores experienced most damage
  9. 1.  economic social backdrop 2.  school vacation 3.  messaging & social media 4.  historic flashpoint
  10. Riots were de-centralized, leaderless and seemingly spontaneous
  11. #londonriots: what role did social media play?
  12. Social media played a key role in on-the- ground coverage of the riots
  13. Social media key to forming and shaping opinions
  14. Riots did not reflect a wider sentiment of dissent in the general public on Twitter
  15. What role did BBM play in the riots?
  16. BBM (Blackberry Messenger) was a key tool for rioters to organize and communicate activity in small, decentralized groups
  17. BBM allows distributed, decentralized and anonymous communication within groups
  18. BBM trumps SMS because unlike SMS messaging can be organized into discrete groups which allow social dynamics to emerge
  19. Whereas Facebook is more open, identifiable and traceable to outsiders
  20. BBM preferred technology for youth because a)  can organize as groups b)  discrete (vs open) communication platform
  21. A potential PR headache for Blackberry and maintaining its executive image
  22. #londonriots: a tale of two cities
  23. 3 Key Characteristics of Social Action 1. Highly decentralized, bottom-up, self-organizing, leaderless and often appearing “random” " 2. Driven by 2 key Social Drivers: " a) the need to belong and " b) the need to be significant" 3. Facilitated by a combination of technology and events that precipitate a feeling of injustice
  24. #londonriots: a tale of two cities" Part 1: Social drivers as Destroyer
  25. Social Drivers as Destroyer 1) The need to belong Peer group reinforcement, social currency
  26. Social Drivers as Destroyer 1) The need to belong It’s “us versus them”
  27. Social Drivers as Destroyer 2) The need to be significant Infamy is better than anonymity
  28. Social Drivers as Destroyer 2) The need to be significant The need to “reclaim” or regain control of your Social Space
  29. Social Drivers as Destroyer 2) The need to be significant Status symbols" Sense of power from being in control
  30. Social Drivers as Destroyer 2) The need to be significant Strong populist statements in reaction to a sense of powerlessness
  31. Amazon UK sales 24 hrs after riots highlight how violence can be the knee- jerk reaction to insignificance (note: these aren’t rioters but ordinary citizens) Social Drivers as Destroyer 2) The need to be significant
  32. #londonriots: a tale of two cities" Part 2: Social drivers as Creator
  33. The creative response to threat is the social huddle Social Drivers as Creator 1) The need to belong
  34. #riotcleanup
  35. Social Drivers as Creator 1) The need to belong Empathy: not everyone empathizes with the rioters
  36. Social Drivers as Creator 1) The need to belong Social groups easily defined by a common enemy
  37. Social Drivers as Creator 1) The need to belong Little trust in the ability of centralized authority to either protect or clean up community. Londoners turn to Social Media to do it themselves
  38. Social Drivers as Creator 1) The need to belong Communities respond in a highly motivated and decentralized manner
  39. Social Drivers as Creator 1) The need to belong Twitter key tool to facilitate self- organizing activity
  40. Social Drivers as Creator 1) The need to belong
  41. Communities self- organize without centralized input Social Drivers as Creator 1) The need to belong
  42. Social Drivers as Creator 1) The need to belong Neighbours you’ve never spoken to before
  43. Social Drivers as Creator 1) The need to belong Communal giving in contrast to stealing
  44. Social Drivers as Creator 1) The need to belong
  45. “Look at what I’m doing” Social Drivers as Creator 2) The need to be significant
  46. Moments captured and shared: social currency Social Drivers as Creator 2) The need to be significant
  47. Reclaim the streets Social Drivers as Creator 2) The need to be significant
  48. Social Drivers as Creator 2) The need to be significant Community empowerment through collective strength
  49. Social Drivers as Creator 2) The need to be significant Positive esteem and wellbeing from sense of collective strength
  50. Communities also use social media to self- organize to self-police
  51. Unlike traditional methods, social media provides self-organizing communities with immediate tools to respond
  52. #londonriots: conclusion
  53. Social media did not create the riots" Social drivers created the riots, media merely transmitted them between likeminded people
  54. Technology is agnostic – neither good nor bad" Technology merely accentuates our existing social and psychological conditions whether those conditions be destructive or creative
  55. Limiting technology, therefore, will also limit our capacity for acts of kindness and altruism. " The problem lies with the people not their tools
  56. Graham Brown" www.mobileYouth.org My name is Graham Brown and I’m an author and co-founder of mobileYouth. " " Since 2001, I’ve been studying how youth use technology for both marketing clients and social projects. My approach is Social Thinking – understanding how technology and brands are Social Tools within their lives. The #londonriots is a good example of how these tools can be used equally destructive and creative means. #londonriots
  57. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  58. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001

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