Owningideas

And why people have always been “a media”.But never just like today.

Why peopleowns what

they believe

Or:

Youth todayare more similar than different.

They are at heart the same as previous generations,and the same as other young people around the world.

Diversity is part of their everyday lives.

Being different is a given.

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I don’t wannabe different.

I’m different.

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But I’m likeeveryone else.

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In a worldwhere everybody is free to be different everybody is different

and similar at the same time.This simularity is also expressed in their familiarity with technology and costumization.

They know what they want and how and where to get what they want.

Computers are a commodity.

Computers are a platform.

What is really different today are the tools people have to communicate, connect,share, recommend, create, build...

This phenomena isn’t just relevant to the youth of today. It is the same for people of all ages, all across the world.

People connect in their own particular way.Using social network as a way to express themselves and to engage and feel engaged.

People value their friends and their social group.The group is defined by people’s simularities and singularities.

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People are a veryimportant part of

our lives.

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Friends matter.

Social Networking:Posting,

Commenting,Sharing,Building,

Recommending,Creating.

Social networkingis evolving.

Communication: emails, msn, twitterFragmentation: by demo, by geographics, by need

Multi-site Usage: an average of four sitesSegmentation: specific sites for certain interests

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MobilityLocationIntimacy

ImmediacyGiftingGaming

Social ShoppingBetter Privacy

BrandsFans

NetworkingSocial Utility

Social Activism

Fragmentation is mirroring real life.

Hot Trends:Layered realityDigital Graffitti

Video Social NetworkingChatroulette

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Integrating Digitalto Reality, breaking

the boundaries,expanding theVirtual/Digital

experience; Sharing life and vision.

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The world we live in:Roughly 100 billion people have walked the planet to date. There were 7.040.543.532 people in the world yesterday.

Just over 150.000 will be born by the end of today.Facebook is the 4th largest “country” in the worldWe looked at 5 billion YouTube videos last month

It’s since been proven that we are not “6 degrees” from each otherTwitter is currently growing by more than 1000%More than 60% of web traffic is now peer-to-peer

3 in 5 of young people have a blog, with 60% of bloggers talking about their daily life There are 1.6 billion net users in the world (which is a quarter of everybody).

2/3’s of the online world are using social networking sites.

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People has been gathering in groups and sharing content from the beginning of time.

People are media.

Fowarding culture.Feedback loops.Infinte dialogue.

Diaspora*“We are 140-character ideas.

We are the pictures of your cat. We are blog posts about the economy.

We are the collective knowledge that is Wikipedia. The internet is a canvas – of which, we paint broad and fine strokes of our lives with.

It is a forward extension of our physical lives; a meta-self comprised of ones and zeros.

We are all that is digital: If we weren’t, the internet wouldn’t either.”

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Owning Ideas

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When people watch a movie, listen to a song or read a book they will talk about it with their friends.

Whether they like it or not they will have a position about it.Their position is the expression of the idea they have about it.

“That song reminds me of...”“This film is all about...”

When people like a movie or a song they will bring that into their livesby filling it with they own emotions and references.

They begin to own the idea.

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We share whatwe believe.We are what

we share.

One of the most

successful cases of using entertainment to share an ideology is how the American lifestyle was sold to the world after, and during,

the Second World War and the Cold War.

This lifestyle was presented to the world in the American movies, songs, and literature…

It was such a successful “campaign” that people around the world beginto adopt the “American way” and that shaped the world we live in today.

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The message isin the experience.

Internet, music, movies, games are all about experience.Interaction is about experience too.

Digital is all about letting people be the owner of a messageby letting them experience it, expanding it to people’s lives and making it relevant to them.

And then sharing it.

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My very own world.A brand should not tell people what they should think.

No brand should do that anymore.  Let the consumers talk to, with and for the brand.

Social network, collaboration, content sharing, mobile, layered reality,social video networking, music, games are tools that can bring people to interact

with a brand message and “own this idea”.

That’s why social network is the very best environmentto allow people to experience the brand message.

And then, let them do the talking.

When a brand offers to people a meaningful concept and the right platform they

will collaborate, create, comment, recommend it. They will share it.

They will own it.

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São Paulo, 2010

* This deck is based in a lot of information available in the internet. Its’ a free interpretation of it.