1. Social Media Impact
Prof. Tim Bruysten
richtwert GmbH | Mediadesign Hochschule
Publishers Forum 2012 | publishersforum.de

2. Agenda
A B C D
Beyond Push & Pull Brands and Networks Definition Social Media Discussion

3. A Beyond Push and Pull

6. Push `n Pull?
Conference
Büro
Family Kegelklub Customer
Friends
Shopping-Center

7. Push `n Pull?
Conference
Office
Family Bowling Customer
Friends
Social
Graphs
Shopping-Center

8. Example
israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk”
katrinayellow: “@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.”
katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would be interesting :)”
israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would be
way too complicated”
gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keep it, will
you.”
israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our next moment
of inspiration.

9. Social Redaktion
“Conversation is King, content
is just something to talk about.”
—Cory Doctorow

10. 3 Axioms, why this is true…

11. 1 Network-Connections
are always possible
Conference
Office
Family Bowling Customer
Friends
Shopping-Center

12. 1 Network-Connections
are always possible
Conference
Office
Family Bowling Customer
Friends
Shopping-Center Run innovation?
Win an election?
Save the Euro?
Heal Illnesses?

13. Bomardier | YouRail | http://goo.gl/ROcvT

14. Product Lifecycle
„classical Lifecycle“
100
75
50
Absatz
25
0
Entwicklung Einführung Wachstum Reife Rückgang

15. Product Lifecycle
„Web2.0 Lifecycle“
100
Netzwerk Involvierung
75
50
25
0
Entwicklung Einführung Wachstum Reife Rückgang

16. Product Lifecycle
„Web2.0 Lifecycle“
100
Netzwerk Involvierung
75
50
25
0
Entwicklung Einführung Wachstum Reife Rückgang

17. Involvement
ri ng ng on -X cy
ci ti o
cr
a
ito ur va C o
on dSo n no em
M I D
S M row en id
C p u
O
L iq

18. Involvement
ri ng ng on -X cy
ci ti o
cr
a
ito ur va C o
on dSo n no em
M I D
S M row en id
C p u
O
L iq

20. 2 Digitalization is
Everywhere

22. 3 Networks can be
created spontaneously

23. 3 Networks can be
created spontaneously
…to connect those who share a necessity

24. 3 Networks can be
created spontaneously
…to connect those who share a necessity
Commonalities Complements Discurses Conflicts

25. Taxonomy of Situations
Commonalities Complements Discurses Conflicts
destruktive Destruction Cell Conflict War
coordinative Planning Dialog Argument Attack
cooperative Prayer Conversation Debate Maneuver
collaborative Project Product Change Proces
co-creativ Vision Procreation Society Discovery
disruptive Utopy Creation Divorce Dystopy

26. B Three Levels of Understanding
Brands in Networks

27. 1 The Roles in a Network

28. 1 The Roles in a Network

29. 2 Understanding your Brand-Archetype

30. 2 Understanding your Brand-Archetype
Servant Seller Seducer Controller

31. 2 Understanding your Brand-Archetype
Servant Seller Seducer Controller

32. 2 Understanding your Brand-Archetype
Servant Seller Seducer Controller
Influence Power

34. 3 Quality of Networks

35. 3 Quality of Networks
1 2 3 4
physical network digital assisted network digital network algorithmic network
rising complexity

36. 3 Quality of Networks
physical network digital assisted network digital network algorithmic network
rising complexity

37. 3 Quality of Networks
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity

38. 3 Quality of Networks
analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity

39. 3 Quality of Networks
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

40. Electronic Stock Exchang
3 Quality of Networks
Workplace
Friends
Family
Party
Clan
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

41. Electronic Stock Exchang
3 Quality of Networks
Workplace
Friends
Family
Party
Clan
Net Range Index
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

42. C Definition Social Media

43. Book AudioBook eBook
Documents

44. Book AudioBook eBook Experience
Documents Performances

45. Book AudioBook eBook Experience
Documents Performances
Defined through the producer Defined by Society

46. Definition Social Media

47. Definition Social Media
ok be tt er er ns ks TV nt ss
b o tu i ap zi oo
e re
ce
u Tw s p ga B rl am ng
a Yo ew
a o
F N
M Pa C
The Public
Social Media / Social Networks
Society (Family, Club, Company, Parties, …)

48. The Role of the Middleman
Structural Holes are closed by the digitalization.
This is what makes numerous middleman obsolete

49. The Role of the Middleman
Structural Holes are closed by the digitalization.
This is what makes numerous middleman obsolete
If you‘re discovering structural holes in the meta-level
of our culture, than you may have a new market.

50. Evolution of Markets
Space Medium
Borders Themes
Inhabitants User
Territory Network
Property Awareness
Spatiale Culture Communication Culture
Territorial Laws Educational Strategy

51. Evolution of Societies
http://www.rand.org/pubs/working_papers/WR433.html

52. D Discussion

53. You can‘t fight complexity
Niklas Luhmann

54. Contact
xing.com/profile/Tim_Bruysten
Prof. Tim Bruysten facebook.com/bruysten
www.bruysten.com de.linkedin.com/in/bruysten
twitter.com/timbruysten
richtwert GmbH
www.richtwert.eu
Information: http://richtwert.eu/publishersforum2012/