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6&7 Feb Social Media Masterclass feb 2016 - Day 1

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6&7 Feb Social Media Masterclass feb 2016 - Day 1

  1. 1. What does it mean to be digital - The Art & Joy of over-sharing Social Entrepreneurs Masterclass 26th of December 2016 London
  2. 2.  Bring you to the latest thinking about digital marketing.  Understand your digital identity.  Understand how to communicate  Know how to create a social media strategy.  In short you will be you own little digital agency. By the end you will
  3. 3. Aims of today are... • To understand the chaos of modern communication and the effect on Narrative. • To understand the idea that we have an digital identity. • To show how we are all changing. • To decide you where you stand in relation to that change. • To see if it might be possible to embrace that change.
  4. 4. In the last 24 months this has happened. • Smartphone penetration is now at 78%(UK). • Mobile and Tablet is the preferred way for new customers to find out about new brands/Events/Ideas. • People can begin a journey with you from anywhere. • Smart phones are the hub of people’s lives. They way they organize themselves. There is a place for you on someone’s phone.
  5. 5.  Owned Media, Bought Media, and Earned Media  Think of Smartphones as your BBC 1, BBC 2, ITV – a device that you can distribute content on.  There is great value in what is shared. Facebook and Twitter don’t make you pay for it. Smartphones & Sharing
  6. 6.  I wanted to see how I had changed because of my use of smartphones, and the best way to do that was to go back just 7 years. The golden age of mobile phones
  7. 7. Side Effects of Social Your logo here
  8. 8.  Less able to remember information as we crowd source answers from friends and Google.  We are less able to concentrate if we know we have a message on our phones.  Often what we think of as multi-tasking is in fact just task switching.  Distraction is hindering our ability to process memories and store them long term. (Long term effect unknown)  (Don’t worry this has happened before) Some side effects Your logo here
  9. 9. This happened in the last week! Facebook’s results – now over a billion daily active users, 78% of ad revenue from mobile http://investor.fb.com/releasedetail.cfm?ReleaseID=940609 Facebook’s now generating 8bn video views a day (it’s doubled since April) http://techcrunch.com/2015/11/04/facebook-video-views/#.utqin1:3hRD BBC launches a paid download store for recent and old shows (UK only http://www.wired.co.uk/news/archive/2015-11/05/bbc-store Amazon opens a physical store in the US http://www.geekwire.com/2015/its-official-amazon-is-opening-its-first- ever-bookstore-in-seattle/
  10. 10. ‘The emptiest vessel makes the loudest noise when banged.’ African Proverb.
  11. 11. Digital Stories
  12. 12. Your logo here We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment. Douglas Rushkoff Present Shock
  13. 13. Narrative Collapse There is no society doesn’t tell stories. Storytelling is how we transmit value, it has a cultural use. It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place. But How do we tell stories and convey values without the time required to tell a linear story?
  14. 14.  Create a character  Put them in danger  Heighten tension unbearably  Release tension (with a product). Traditional Narrative Technique Your logo here
  15. 15. This misuse of Narrative Your logo here
  16. 16. Are old Narratives are suspect?
  17. 17.  Narrative collapse - the loss of linear stories and their replacement with both crass reality programming and highly intelligent post- narrative shows like The Simpsons. With no goals to justify journeys, we get the impatient impulsiveness of the Tea Party Movement, as well as the unbearably patient presentism of the Occupy movement. The new path to sense- making is more like an open game than a story. Narrative Collapse Your logo here
  18. 18. Your logo here Douglas Rushkoff - 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.' What makes you change TV channels?
  19. 19. The @PCDavidrathband Data Story
  20. 20. Each country has a moment when these change becomes visible.
  21. 21. Raoul Moat & Gazza
  22. 22. Public and Private are blurred in Social Media.  DAVID: @davidRathband. 3016 Tweets. 319 Following. 11042 Followers. Sad to announce Mrs R has called time on our marriage. Separation permanent.  KATH: @KathRathband. 2754 Tweets. 605 Following. 1228 followers. Slight inaccuracy in the tweet by @pcdavidrathband – He left us and refuses to come home. #TheTruthWillOut
  23. 23. We all leave Vapor Trails of data.
  24. 24. Personal Data Fitbit, Garmin, and Nike—say they don't sell personally identifiable information collected from fitness devices. But privacy advocates warn that the policies of these firms could allow them to sell data, if they ever choose to do so.
  25. 25. Most data companies see people like this. They are interested in great and profitable migrations of wallets. They only really see computers – they don’t see the people
  26. 26. Early Online Identity
  27. 27. Your logo here Did celebrities teach us how to use Social Media?
  28. 28. Your logo here Social Media is only really 5 years old is it any wonder….
  29. 29. This is #Megastar Your logo here
  30. 30.  We are all changing.  With our new knowledge of Social networking, comes a desire to understand the value of the types of our new social relationships.  How much can we trust these technologies?  How much do we trust the people within our networks  Also how much do we trust our governments.
  31. 31. Use this guide to help you.
  32. 32. The aesthetics of social media form is the fragment
  33. 33. Small Fragments Your logo here
  34. 34. Tiny Fragments Your logo here
  35. 35. Teeny Weenie Fragments Your logo here
  36. 36. Best Practice – Content Length Your logo here
  37. 37. Have we been here before?
  38. 38.  Fragments are often de- contextualised. You don’t know what came before of after.  You have to build context – You have to create a sense of satisfaction in non narrative means.  How do you rebuild context and narrative?  You provide the trust & Authenticity by sharing. Fragments & Authenticity
  39. 39. The Trust Curve
  40. 40.  You need less contracts.  Important when you can’t monitor your employees work.  Trust is especially needed in the creative industries.  Litigation Is less frequent.  Less resources to protecting yourself. Tax, Insurance, bribes or private security.  Low trust discourages innovation. More time to dealing with bad employees, partners etc Trust Your logo here
  41. 41. Trust  Generalised Trust › Socialnorms. Your reputation and experience (Colemand 1988, Fukuyama 1995)  System Trust › Depends on regulations, laws, contracts (Citrin 1974)  Personality › Depends on the customer’s perception of your reliability (Rotter 1967)  Process-based › This is based on your reputation with the customer and can only be built through activity (Zucker 1986)
  42. 42.  (Arrow 1972) – Economic actions that require some agents to rely on the future action of others are accomplished at lower costs in higher trust environments.  “Virtually every commercial transaction has within itself an element of trust, certainly every transaction conducted over a period of time.”  Much economic backwardness in the world can be explained by the lack of mutual confidence. We all need trust Your logo here
  43. 43. Biographical Timelines 12 2 4 29 38 39 Person Place Memory Metaphorical Image
  44. 44. Exercise  Fill in the time line completely. (25mins)  Once you have finished. Choose one of the metaphorical images and use it as the title for a 5 minute piece of automatic writing.  You are not allowed to let your hand stop moving during these 5 minutes.  Write about a project you are interested in developing.
  45. 45. Taking control of the fragments  The sip pitch. – It is the pitch you can do whilst someone is taking a sip of their drink.  A sip pitch is always the answer to the question about what you do. Or what your project is.  So what do you do......  Oh me? I ……….  It it a good sip pitch it will be intriguing enough to illicit another question.
  46. 46. The Trust Curve & Social Media Your logo here Social media gives momentum Sip Pitch
  47. 47.  Depends.  Different disciplines have different answers.  Generally Capital leads to benefits. Stuff, resources, happiness, production, growth, power, influence. Capital – What is it?
  48. 48. • Financial capital any economic resource measured in terms of money used by entrepreneurs and businesses to buy what they need to make their products or to provide their services to the sector of the economy upon which their operation is based, i.e. retail, corporate, investment banking, etc. • Social capital the networks of relationships among people who live and work in a particular society, enabling that society to function effectively. • Human capital the skills, knowledge, and experience possessed by an individual or population, viewed in terms of their value or cost to an organization or country. • Natural capital can be defined as the world's stocks of natural assets which include geology, soil, air, water and all living things • Intellectual capital the term used to describe the intangible assets provided to an entity by its employees' efforts and also knowledge assets such as patents, trademarks, copyrights, and other results of human innovation and thought. Types of Capital
  49. 49.  'what does the social capital associated with social networks mean?  Social capital is important resource for individuals and communities and has an important impact on an individual’s socio- Economic'status.  'Social'capital' also plays an 'important functon in economic development. Social Capital
  50. 50. Social Capital.
  51. 51. Your logo here
  52. 52. Amanda Palmer – She understands Capital
  53. 53.  What are the different relationships you will have to build to get your idea/project off the ground.  How do you get people to move at the right time?  The group will check you assumptions  Create a 12 month plan. Body Storming – Who do you need to
  54. 54. The Cluetrain Manifesto
  55. 55.  Markets are conversations.  Markets consist of human beings, not demographic sectors.  Conversations among human beings sound human. They are conducted in a human voice.  Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.  People recognize each other as such from the sound of this voice.  The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.  In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.  These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.  As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.  People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. Here are the first 10 points
  56. 56. The Market
  57. 57. Conversations that failed. - Starbucks #Fail Your logo here
  58. 58.  #RaceTogether failed because of  (1) poor brand alignment,  (2) authenticity deficit  (3) poor reaction. Starbucks #Fail Your logo here
  59. 59. The most useful tools around
  60. 60.  Email: goldenanorak@gmail.com  Twitter: @goldenanorak  Instagram: @goldenanorak  Message Me. Christopher Hogg