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Social IdeasGraeme Wood, April 2010
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It’s only daunting if you start with the technology
Social Media
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“It isn’t about emerging technology, it is about emerging cultural practice”
Henry Jenkins, Professor of Comparative Media Studies at MIT and author of Convergence Culture
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People haven’t changed
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We form tribes around shared interests
We change our behaviour by copying others
We rely on other opinions to guide our own
We are social animals
Photo credit – 416style
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Marketing hasn’t changed
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Marketing hasn’t changed
Tell me and I’ll forget
Show me and I’ll remember
Involve me and I’ll understand
Confucius, c. 500 BC
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Connectivity has changed
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Connectivity
Connectivity means that these fundamental parts of being human happen instantly and globally
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Instant, Global and Free = Exponentially more media
Exponentially more media = less attention
Scarcity
Photo credit – Gi
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the radical disintermediation of the economics of cultural production
Social Media?
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...sorry?
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The audience used to look at the stage
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Now they are looking at each other
Photo credit- mochida1970
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Photo credit – Great Beyond
The opportunity for brands is to take advantage of what has changed to appeal to what hasn’t
Where to?
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Communication needs to be inherently ‘social’ to gain attention
The IDEAS are social, not the media
Social Ideas
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Which is handy, because social networks are about people
Not about content
Why do people go to social networks?
If you were going to a desert island and I gave you the choice of taking your friends or your DVDs, your take your friends. If you didn’t,
we’d call you a sociopath. Content isn’t king, content is just something to talk about
Cory Doctorow
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