Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
THE NETWORKED  REVOLUTION       For you, from Amy Rae.Global Creative Director, Hyper Island.           @elucidateAMY
USED TO MEAN "SOMETHING COMPLICATED,     UNDERVALUED BUT NECESSARY IN THE                                                 ...
ALL REVOLUTIONS ARE FUELED BY: TECHNOLOGYHUMAN BEHAVIOR
TO UNDERSTANDWHERE WE ARE GOING, WE NEED TO KNOW WHERE WEVE BEEN.
Put yourselves on a timeline.What does our collective livedexperience look like?Instructions★ Find a writing instrument★ M...
HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED50,000 BP   ->   10,000 BP   ->   1400s   ->   1800s          ->...
HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED                                              * C L E A R LY, N ...
The Locomotive Act 1865 (Red Flag Act)■ Set speed limits of 4 mph (6 km/h) inthe country and 2 mph (3 km/h) in towns.■ Sti...
ALL REVOLUTIONS ARE FUELED BY TECHNOLOGYHUMAN BEHAVIOR
THE NETWORKED REVOLUTION       TECHNOLOGY       the internet + digital information HUMAN BEHAVIORspeedy global communicati...
NETWORKS
ARE  WE EVERALONE?
DIGITALWORLD  VS. REALWORLD?
TODAY, WE WILL EXPLORE 3THEORIES ABOUT HUMANBEHAVIOR IN A NETWORKEDWORLD: ★WHY PEOPLE SHARE ★TRIBES ★FAN CULTURE
WHYPEOPLESHAREHENRY JENKINS  MIT, USC
HOW HAS SHARINGCHANGED?
Why People Share - Henry Jenkins                                   DEFINE OUR    GIVE ME       STRENGTHEN                 ...
@mikearauz
Nike+ Fuelband
Why People Share - Henry Jenkins                                              DEFINE OUR      GIVE ME              STRENGT...
The theory applied:
Key thoughts:★ Creating space for participation doesn’t  guarantee it will happen.
Key thoughts:★ Creating space for participation doesn’t  guarantee it will happen.★ As a brand, your success doesn’t have ...
Key thoughts:★ Creating space for participation doesn’t  guarantee it will happen.★ As a brand, your success doesn’t have ...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
TRIBESSETH GODIN
WHAT IS THE HUMANHISTORY OF TRIBES?
SHARED INTERESTS
* t h i s i s n ev er h o w i t w o r k ed
INTERNET-MAP.NET
IWC & Menswear Interest
Key thoughts:★ Avoid a “mass market” idea. See and know  the tribe you are trying to connect with.
Key thoughts:★ Avoid a “mass market” idea. See and know  the tribe you are trying to connect with.★ Demographic or psychog...
Key thoughts:★ Avoid a “mass market” idea. See and know  the tribe you are trying to connect with.★ Demographic or psychog...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
FAN CULTURE HENRY JENKINS   MIT, USC
WHAT DO WE KNOW  ABOUT FANS?
FANFICTION.NET
NINTENDO
THE DARK KNIGHT
Storytelling   Storybuilding
The hype:            Fans = $               ...             Right?
MOST PEOPLEDON’T PARTICIPATE
USE YOUR STREET TEAM.
Key thoughts:★ Storytelling -> Storybuilding
Key thoughts:★ Storytelling -> Storybuilding★ Embrace appropriation
Key thoughts:★ Storytelling -> Storybuilding★ Embrace appropriation★ Treating fans like an audience won’t make  you money,...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used a...
TODAY, WE EXPLORED 3 THEORIES ABOUTBEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE  ★BASIC HUMAN NEEDS ★TRIBES  ★SHARED I...
SEE YOU AFTER LUNCH. THANKS! TACK!
THE NETWORKED  REVOLUTION       For you, from Amy Rae.Global Creative Director, Hyper Island.           @elucidateAMY
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTION
Nächste SlideShare
Wird geladen in …5
×

THE NETWORKED REVOLUTION

3.812 Aufrufe

Veröffentlicht am

First half of a session with all Hyper Island 2013 students in Stockholm and Karlskrona Sweden. Given during their second week of school - the foundation module.

Veröffentlicht in: Technologie, Business
  • I’ve personally never heard of companies who can produce a paper for you until word got around among my college groupmates. My professor asked me to write a research paper based on a field I have no idea about. My research skills are also very poor. So, I thought I’d give it a try. I chose a writer who matched my writing style and fulfilled every requirement I proposed. I turned my paper in and I actually got a good grade. I highly recommend ⇒ www.HelpWriting.net ⇐
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • A lot of tips though and there are a lot of easy and searchable sites to recommend at having things written in your essay. I've done that before about the first day of school in college. ''what will you expect about school and write an essay showing your skills to the school'' lols. Well in some way there is also lots of sites and tips like HelpWriting.net it is helpful to us to educate ourselves and best results will lead us there. Click on it. Good luck
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Dating for everyone is here: ❶❶❶ http://bit.ly/39sFWPG ❶❶❶
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/39sFWPG ❤❤❤
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

THE NETWORKED REVOLUTION

  1. 1. THE NETWORKED REVOLUTION For you, from Amy Rae.Global Creative Director, Hyper Island. @elucidateAMY
  2. 2. USED TO MEAN "SOMETHING COMPLICATED, UNDERVALUED BUT NECESSARY IN THE SOCIAL MEDIA FUTURE.” BUT NOW MEANS "THE FUTURE OF MY BUSINESS", "CREATIVITY", "EXCITEMENT". THE AND "WEB 2.0" POSSIBILITY OF REINVENTION IN MY CAREER AND A WAY OF STAYING YOUNG. EVERYTHING ON WWW, ALL THAT MOBILE/IPADS, APPSUTILIZES 1S AND 0S TO EXIST IMMEDIATE, QUICK, DISPOSABLE DIGITAL = TECHNICAL TERM AND A OVERWHELMING MASS OF NEW MARKETING POSSIBILITIES, THAT I AM NOT VERY FAMILIAR WITH ANYTHING INVOLVING ITS A WAY OF LIFE, FOR HUMAN INTERACTION BETTER OR FOR WORSE, AND THE MORE WE CANTHE LIQUID ENERGYBY WHICH WE RUN WITH TECHNOLOGY LEARN WAYS TO MAKE IT BETTER, THE BETTER OUR OUR LIVES LIVES WILL BE
  3. 3. ALL REVOLUTIONS ARE FUELED BY: TECHNOLOGYHUMAN BEHAVIOR
  4. 4. TO UNDERSTANDWHERE WE ARE GOING, WE NEED TO KNOW WHERE WEVE BEEN.
  5. 5. Put yourselves on a timeline.What does our collective livedexperience look like?Instructions★ Find a writing instrument★ Mark your birth year on the continuum and sign your name to itReflection★ How has my world changed over the years? (How I write a diary? Take a photo? Ask someone out on a date?) Tweet it! 5
  6. 6. HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED50,000 BP -> 10,000 BP -> 1400s -> 1800s -> 1900s * C L E A R LY, N O T D R AW N T O S C A L E
  7. 7. HUNTER GATHERER -> AGRICULTURAL -> INDUSTRIAL -> NETWORKED * C L E A R LY, N O T D R AW N T O S C A L E
  8. 8. The Locomotive Act 1865 (Red Flag Act)■ Set speed limits of 4 mph (6 km/h) inthe country and 2 mph (3 km/h) in towns.■ Stipulated that self-propelled vehiclesshould be accompanied by a man with ared flag walking 60 yards (55 m) ahead ofeach vehicle. The man with a red flag orlantern enforced a walking pace
  9. 9. ALL REVOLUTIONS ARE FUELED BY TECHNOLOGYHUMAN BEHAVIOR
  10. 10. THE NETWORKED REVOLUTION TECHNOLOGY the internet + digital information HUMAN BEHAVIORspeedy global communication + group organizing
  11. 11. NETWORKS
  12. 12. ARE WE EVERALONE?
  13. 13. DIGITALWORLD VS. REALWORLD?
  14. 14. TODAY, WE WILL EXPLORE 3THEORIES ABOUT HUMANBEHAVIOR IN A NETWORKEDWORLD: ★WHY PEOPLE SHARE ★TRIBES ★FAN CULTURE
  15. 15. WHYPEOPLESHAREHENRY JENKINS MIT, USC
  16. 16. HOW HAS SHARINGCHANGED?
  17. 17. Why People Share - Henry Jenkins DEFINE OUR GIVE ME STRENGTHEN COLLECTIVE STATUS MY BOND IDENTITY
  18. 18. @mikearauz
  19. 19. Nike+ Fuelband
  20. 20. Why People Share - Henry Jenkins DEFINE OUR GIVE ME STRENGTHEN COLLECTIVE STATUS MY BOND IDENTITY When I break a My partner and We, as Nike+ record, my Facebook I use this to athletes, are... friends are notified. encourage each other to I rock! be more active.
  21. 21. The theory applied:
  22. 22. Key thoughts:★ Creating space for participation doesn’t guarantee it will happen.
  23. 23. Key thoughts:★ Creating space for participation doesn’t guarantee it will happen.★ As a brand, your success doesn’t have much to do with you. It has to do with those who adopt you.
  24. 24. Key thoughts:★ Creating space for participation doesn’t guarantee it will happen.★ As a brand, your success doesn’t have much to do with you. It has to do with those who adopt you.★ Viral isn’t an inherent part of a video, image, or campaign. You can’t build viral. You can only hope for it.
  25. 25. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: Who are we trying to reach? To what networks do they belong?What do they value? How do they communicate? How do they determinestatus or rank? DEFINE OUR STRENGTHENGIVE ME STATUS COLLECTIVE MY BOND IDENTITYWhy People Share
  26. 26. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: Who are we trying to reach? To what networks do they belong?What do they value? How do they communicate? How do they determinestatus or rank? DEFINE OUR STRENGTHENGIVE ME STATUS COLLECTIVE MY BOND IDENTITY Individual workWhy People Share
  27. 27. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: Who are we trying to reach? To what networks do they belong?What do they value? How do they communicate? How do they determinestatus or rank? DEFINE OUR STRENGTHENGIVE ME STATUS COLLECTIVE MY BOND IDENTITY Discuss in pairsWhy People Share
  28. 28. TRIBESSETH GODIN
  29. 29. WHAT IS THE HUMANHISTORY OF TRIBES?
  30. 30. SHARED INTERESTS
  31. 31. * t h i s i s n ev er h o w i t w o r k ed
  32. 32. INTERNET-MAP.NET
  33. 33. IWC & Menswear Interest
  34. 34. Key thoughts:★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.
  35. 35. Key thoughts:★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.★ Demographic or psychographic analyses are (nearly) useless in a Networked Society. Focus on shared interests.
  36. 36. Key thoughts:★ Avoid a “mass market” idea. See and know the tribe you are trying to connect with.★ Demographic or psychographic analyses are (nearly) useless in a Networked Society. Focus on shared interests.★ Respect tribal knowledge: things they know that you don’t. (Always changing.)
  37. 37. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: Where do people gather to talk about related shared interestslike cars, filmmaking, the internet, etc.? What do those tribes look like?Who leads them? How would you describe them to a client? Tribes
  38. 38. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: Where do people gather to talk about related shared interestslike cars, filmmaking, the internet, etc.? What do those tribes look like?Who leads them? How would you describe them to a client? TribesIndividual work
  39. 39. FAN CULTURE HENRY JENKINS MIT, USC
  40. 40. WHAT DO WE KNOW ABOUT FANS?
  41. 41. FANFICTION.NET
  42. 42. NINTENDO
  43. 43. THE DARK KNIGHT
  44. 44. Storytelling Storybuilding
  45. 45. The hype: Fans = $ ... Right?
  46. 46. MOST PEOPLEDON’T PARTICIPATE
  47. 47. USE YOUR STREET TEAM.
  48. 48. Key thoughts:★ Storytelling -> Storybuilding
  49. 49. Key thoughts:★ Storytelling -> Storybuilding★ Embrace appropriation
  50. 50. Key thoughts:★ Storytelling -> Storybuilding★ Embrace appropriation★ Treating fans like an audience won’t make you money, but empowering them like a street team will.
  51. 51. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: You have your tribe, you know why they share, so finally: howwill you use them to grow the business?Individual work
  52. 52. YOUR TASK: use the theoryPLAN A “VIRAL” FILMMAKING CONTESTA car brand invites the world to make a viral video to be used as atelevision commercial. Your task: launch this campaign using social mediaand get a ton of entries.Prompts: You have your tribe, you know why they share, so finally: howwill you use them to grow the business? Discuss in pairs
  53. 53. TODAY, WE EXPLORED 3 THEORIES ABOUTBEHAVIOR IN A NETWORKED WORLD: ★WHY PEOPLE SHARE ★BASIC HUMAN NEEDS ★TRIBES ★SHARED INTERESTS ★FAN CULTURE ★STORYBUILDING
  54. 54. SEE YOU AFTER LUNCH. THANKS! TACK!
  55. 55. THE NETWORKED REVOLUTION For you, from Amy Rae.Global Creative Director, Hyper Island. @elucidateAMY

×