What does it mean to be digital - The
Art & Joy of over-sharing
Social Entrepreneurs Masterclass
26th of December 2016
London

 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

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.

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.

 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

 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

Side Effects of Social
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 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
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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/

‘The emptiest vessel makes the loudest noise when banged.’ African
Proverb.

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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

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?

 Create a character
 Put them in danger
 Heighten tension unbearably
 Release tension (with a product).
Traditional Narrative Technique
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This misuse of Narrative
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Are old Narratives are suspect?

 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
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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?

The @PCDavidrathband Data Story

Each country has a moment when these change
becomes visible.

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

We all leave Vapor Trails of data.

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.

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

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Did celebrities teach us how to use Social Media?

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Social Media is only really 5 years old
is it any wonder….

This is #Megastar
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 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.

The aesthetics of social media form is
the fragment

Small Fragments
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Teeny Weenie Fragments
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Best Practice – Content Length
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 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

 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
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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)

 (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
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Biographical Timelines
12 2
4
29 38 39
Person
Place
Memory
Metaphorical Image

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.

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.

The Trust Curve & Social Media
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Social media
gives
momentum
Sip
Pitch

 Depends.
 Different disciplines have different answers.
 Generally Capital leads to benefits. Stuff,
resources, happiness, production, growth,
power, influence.
Capital – What is it?

• 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

 '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

Amanda Palmer – She understands Capital

 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

 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

Conversations that failed. -
Starbucks #Fail
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 #RaceTogether failed because of
 (1) poor brand alignment,
 (2) authenticity deficit
 (3) poor reaction.
Starbucks #Fail
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 Email: goldenanorak@gmail.com
 Twitter: @goldenanorak
 Instagram: @goldenanorak
 Message Me.
Christopher Hogg

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