Social IdeasGraeme Wood, April 2010

It’s only daunting if you start with the technology

Social Media

“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

People haven’t changed

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

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

Connectivity has changed

Connectivity

Connectivity means that these fundamental parts of being human happen instantly and globally

Instant, Global and Free = Exponentially more media

Exponentially more media = less attention

Scarcity

Photo credit – Gi

the radical disintermediation of the economics of cultural production

Social Media?

...sorry?

The audience used to look at the stage

Photo credit – Miemo

Now they are looking at each other

Photo credit- mochida1970

Photo credit – Great Beyond

The opportunity for brands is to take advantage of what has changed to appeal to what hasn’t

Where to?

Communication needs to be inherently ‘social’ to gain attention

The IDEAS are social, not the media

Social Ideas

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

Photo Credit - Muha