#Iranelection Fitzroy Amsterdam

IRAN ELECTION INSPIRATION SESSION SUMMER 2009: WWW.FITZROY.NL WORLD

WHY IRAN? • MEDIA INFLUENCE – RECENT POLITICAL DEVELOPMENTS IN IRAN PRESENT AN INTERESTING VIEW ON HOW MEDIA AND THE WAY PEOPLE USE MEDIA HAS CHANGED • CHANGES IN MEDIA THAT WILL BE ADDRESSED THROUGHOUT THIS PRESENTATION – REAL TIME WEB – 24/7 CONNECTED – TRANSPARENCY – GROUP ACTIVATION – VIRALITY – ‘YOU THE MEDIA’ – ONLINE DRIVES OFFLINE

BACKGROUND

BACKGROUND • ISLAMITIC REPUBLIC IRAN • OVER 65 MILLION INHABITANTS – MAJORITY OF THE PEOPLE LIVING IN IRAN IS YOUNGER THAN 30 – TEHERAN CAPITAL – APPROXIMATELY 10 MILLION INHABITANTS • AHMADINEJAD, A KNOWN CONSERVATIVE, CAME INTO POWER WHEN HE DEFEATED KHATAMI, A ‘REFORMIST’ DURING THE 2005 ELECTION • REAL POWER IS IN THE HANDS OF THE SPIRITUAL GUARDIANS – COUNCIL OF GUARDIANS AND THE SUPREME LEADER • MASS MEDIA IS STATE CONTROLLED

ORGANIGRAM REAL POWER IN HANDS OF THE SUPREME LEADER, KHAMENEI HARDLINER AND SUPPORTIVE OF AHMADINEJAD

SITUATION

SITUATION • IRAN HELD ELECTIONS ON JUNE 12TH • FOUR APPROVED CANDIDATES; TWO MAIN CANDIDATES – AHMEDINEJAD (CURRENT PRESIDENT) – MOUSSAVI (‘REFORMER’) • BOTH MOUSSAVI AND AHMADINEJAD CLAIM VICTORY EARLY AFTER THE FIRST POLLS

ELECTION RESULTS • DIRECTLY AFTER THE FIRST POLLS THERE ARE (ONLINE) SOURCES HINTING AT FRAUDE • THE RUMOURS LEAD TO PROTESTS IN TEHERAN (AND SOME OTHER CITIES) IN THE WEEKEND AFTER THE EECTIONS • VERY LITTLE MAINSTREAM MEDIA ATTENTION FOR THE PROTEST – IRAN REGIME CONTROLS MASS MEDIA – FOREIGN MEDIA IN IRAN IS TOLD TO NOT OPENLY REPORT ON PROTESTS

TRADITIONAL SOURCES TRADITIONAL DUTCH MEDIA REPORTS ON AHMADINEJAD WINNING THE ELECTIONS

TWITTER EARLY REPORTS THROUGH TWITTER HINTING AT POSSIBLE FRAUDE

SOCIAL MEDIA

SOCIAL MEDIA NUMBERS • HUGE EXPLOSION OF REPORTS ON IRAN THROUGH SOCIAL MEDIA CHANNELS SUCH AS TWITTER, FACEBOOK, YOUTUBE, BLOGS ETC.

TWITTER 221.000 TWEETS AN HOUR AT IT’S PEAK PEAK AT TWITTER ANNOUNCING MAINTENANCE DOWNTIME SCHEDULED AT AN INCONVENIENT MOMENT FOR PROTESTING IRANIANS

BLOGS 2.2 MLN BLOG POSTS IN 24 HOURS BLOGPOSTS MENTIONING IRAN AS INDEXED BY GOOGLE

YOUTUBE 184.500 IRAN VIDEOS 3.000 ON JUNE 17TH VIDEOS ON YOUTUBE TAGGED ‘IRAN’

SOCIAL MEDIA & IRAN • 3 IMPROTANT WAYS ON HOW SOCIAL MEDIA PLAYS AN IMPORTANT ROLE IN THE IRAN ELECTION 1. COMMUNICATION 2. ORGANISATION 3. PARTICIPATION

1. COMMUNICATION 1. IRANIANS COMMUNICATE AMONGST EACH OTHER THROUGH FACEBOOK AND TWITTER 2. SOCIAL MEDIA AS A LIFELINE TO THE OUTSIDE WORLD – LATEST UPDATES ON IRAN DEVELOPMENTS THROUGH SOCIAL SITES • YOUTUBE, FACEBOOK, TWITTER, FLICKR 3. SUPPORT, INPUT AND FEEDBACK FROM ALL OVER THE WORLD

1. COMMUNICATION SHARING THE LATEST FROM IRAN IRANIANS USE TWITTER TO COMMUNICATE WITH EACH OTHER

1. COMMUNICATION FIRST PICTURES FROM PROTESTS ONE OF THE EARLIER PROTEST PICTURES FROM IRAN

1. COMMUNICATION FIRST VIDEOS ON MASS PROTESTS VIDEOS ON YOUTUBE SHOW WHAT IS GOING ON IN IRAN AT A MOMENT WHEN MOST MAINSTREAM MEDIA STILL REMAIN SILENT

1. COMMUNICATION PICTURES FROM TEHERAN THROUGH FLICKR WE SEE PICTRES OF PROTESTS; OPPOSITION LEADER MOUSSAVI JOINS THE CROWD

1. COMMUNICATION SET YOUR TWITTER AVATAR TO GREEN IT-ER DEVELOPS A PROGRAM THAT ENABLES YOU TO SET YOUR TWITTER AVATAR TO GREEN IN SUPPORT OF IRAN; THE FIRST WORLDWIDE TWITTER VIRAL

1. COMMUNICATION SUPPORT IRAN > GO GREEN MASSES OF GREEN AVATARS IN SUPPORT OF IRAN

1. COMMUNICATION FOLLOW NEWS ON IRAN IRANIANS SEE THAT THEIR MESSAGES ARE HEARD OUTSIDE IRAN, THROUGH TWITTER

2. ORGANISATION 1. ORGANISING PHYSICAL PROTESTS – ON FACEBOOK – SPREADING THROUGH FACEBOOK & TWITTER 2. ORGANISING AND CATEGORISING OF INFORMATION – NEWS – SOURCES – RELIABILITY

2. ORGANISATION - FACEBOOK MOUSSAVI’S FACEBOOK OPPOSITION LEADER MOUSSAVI ALREADY USED FACEBOOK THROUGHOUT THE ELECTIONS; DURING THE UPROAR IT IS USED FOR ORGANISATION OF PROTESTS AND STRIKES IN IRAN

2. ORGANISATION - FACEBOOK SOCIAL GROUPS ON FACEBOOK FACEBOOK SOCIAL GROUPS ON IRAN USERS SHARE AND DISCUSS THE LATEST NEWS AND DEVELOPMENTS

2. ORGANISATION - TWITTER SHARE INFORMATION ON PROTESTS IRANIANS USE TWITTER TO SHARE DATES LOCATIONS AND TIMES FOR PROTESTS

2. ORGANISATION - FLICKR PHOTOSTREAMS FROM TEHERAN USING SOCIAL TOOLS LIKE FLICKR.COM TO QUICKLY ORGANISE HEAPS OF INFORMATION ALL PICTURES FROM IRAN UPLOADED, AVAILABLE THROUGH 2 MOUSECLICKS

2. ORGANISATION – YOUTUBE CHANNEL VIDEO CHANNELS ON YOUTUBE YOUTUBE CHANNELS ON IRAN; ORGANISING VIDEOS FROM PROTESTS WITHIN A SPLIT SECOND

2. ORGANISATION - TWITTER SHARE TRUSTED SOURCES SHARE TRUSTED AND INSIGHTFUL SOURCES ON IRAN, THROUGH TWITTER

2. ORGANISATION - TWITTER SHARE NEWS OVERVIEWS OVERVIEWS CATEGORISING ALL TRUSTED SOURCES AGAIN SHARED THROUGH TWITTER

2. ORGANISATION – SOCIAL NEWS SOCIAL NEWS SITES ENORMOUS AMOUNTS OF ARTICLES RELATING TO IRAN ELECTIONS ON SOCIAL SITES LIKE DIGG OR REDDIT

2. ORGANISATIE - BLOGS HUFFINGTON POST: REAL-TIME POSTS LIVE BLOGGING ON DEVELOPMENTS IN IRAN GIVES CERTAIN BLOGS ‘MASS MEDIA’ AUTHORITY

2. ORGANISATIE - TWAZZUP TWAZZUP: GATHERED ONLINE SOURCES FOLLOWING ALL IMPORTANT TWEETERS, VIDEOS AND THE LATEST NEWS INCLUDING A ‘LIVE’ FEED

3. PARTICIPATION • USERS OFFERING SPECIFIC HELP THROUGH USER PARTICIPATION – WIKIPEDIA – TWEETGUIDE – CYBERWAR GUIDE – PROXIES – RETWEETS • USERS CONNECT TO OUST THEIR OPINION COLLECTIVELY – #CNNFAIL – TWITTER RESCHEDULE

3. PARTICIPATION - WIKIPEDIA ‘INDEPENDENT’ SOURCE ON IRAN DETAILED AND CONTINUOUSLY UPDATED WIKIPEDIA ARTICLE ON THE IRAN ELECTIONS

3. PARTICIPATION - TWITTER ACTIVATING ONLINE CONTENT CALL TO ACTION THROUGH SOCIAL MEDIA CHANNELS TO HELP FURTHER IMPROVE AND UPDATE WIKIPEDIA ARTICLE

3. PARTICIPATION – CYBERWAR GUIDE DO’S AND DONT’S FOR ‘NEWBIES’ UP TO DATE OVERVIEW ON HOW TO FOLLOW TRUSTED SOCIAL NEWS ON IRAN WITHOUT ENDANGERING OR HURTING IRANIAN CITIZENS AND PROTESTORS

3. PARTICIPATION - PROXIES PROVIDING PROXIES TO IRANIANS HELP IRANIANS TO STAY CONNECTED THROUGH THE INTERNET BY CONTINUOUSLY SUPPLYING NEW PROXIES

3. PARTICIPATION - #CNNFAIL #CNNFAIL: COLLECTIVELY ACT GROUP ACTIVATION: COLLECTIVELY CALLING ON CNN TO DEMAND ATTENTION AND AIRTIME FOR THE SITUATION IN IRAN

3. PARTICIPATION – TWITTER DOWNTIME CALLING ON TWITTER TWITTER LISTENS TO ITS USERS AND RESCHEDULES DOWNTIME TO A TIME MORE CONVENIENT FOR PROTESTING IRANIANS

3. PARTICIPATION – TWITTER LIST WHO TO TRUST? TWITTER USERS COMPILE LISTS OF RELIABLE TWITTER SOURCES TO FILTER OUT INFILTRANTS FROM IRANIAN POLICE AND GOVERNMENT

3. PARTICIPATION - TRANSLATIONS TRANSLATING PERSIAN INTO ENGLISH PERSIAN MESSAGES ARE BEING TRANSLATED INTO ENGLISH ONLY MINUTES AFTER THEY APPEAR ONLINE

3. PARTICIPATION - HACKING TAKE DOWN GOVERNMENT SITES CALLS FOR DDOS ATTACKS IN ORDER TO TAKE DOWN IRANIAN GOVERNMENT SITES

3. PARTICIPATION - HACKING OR MAYBE YOU SHOULDN’T REPLY SAYING THE DDOS ATTACKS NEED TO STOP BECAUSE IT MAY HURT ALL OFF IRAN’S ONLINE INFRASTRUCTURE AND THUS DOING MORE HARM THAN GOOD

3. PARTICIPATION - HACKING …BUT WHO DO YOU TRUST? YOU ASK YOURSELF WHO TO TRUST

3. PARTICIPATION - HACKING GET YOUR ARGUMENTATION OUT SEVERAL PEOPLE OPPOSING DDOS ATTACKS PUT OUT THEIR ARGUMENTATION QUICKLY AND GAIN TRUST

3. PARTICIPATION - PHOTOSHOP SPECIALISTS SPOT PHOTOSHOP FLAWS SPECIALISTS POINT OUT THAT THE PICTURES PUT OUT TO SHOW PEOPLE SUPPORTING AHMADINEJAD ARE PARTLY PHOTOSHOPPED

3. PARTICIPATION - PHOTOSHOP IRANIAN GOVERNMENT HAS A REP… IT HAPPENED BEFORE: ON THE LEFT THE ORIGINAL PICTURE THE ‘EXTRA THREATENING’ PICTURE IN THE MIDDLE AND USER GENERATED VERSION ON THE RIGHT

BRANDS AND IRAN HOW BRANDS GOT INVOLVED

IRAN AND SIEMENS & NOKIA IRAN BUYS SPYING EQUIPMENT ONLINE NEWS ON HOW NOKIA SIEMENS SOLD SPYING EQUIPMENT TO IRAN

..CONSUMER ACTIVISM BLOGS CALL FOR BOYCOT THE NEWS IS PICKED UP BY BLOGS MESSING WITH NOKIA’S LOGO TO SHOW THEIR DISCONTENT

..MASS EXPOSURE PICKED UP BY AUTHORITATIVE BLOGS EVEN THOUGH NOKIA PUTS OUT A REACTION SOME MAJOR BLOGS SPREAD THE WORD

..INFLUENCING SEO NEGATIVE PUBLICITY ON GOOGLE NEWS THAT WILL SHOW UP IN YOUR SEARCH RESULTS FOR QUITE SOME TIME

RESULTING IN? LOST CONTRACTS IN THE USA SIEMENS IS SAID TO ALREADY LOOSE A LUCRATIVE DEAL

LESSONS

A NEW AGE IN MEDIA NEWS ON IRAN PREDOMINANTLY FED BY ONLINE, USER GENERATED NEWS; QUICK, PERSONAL AND UNFILTERED NEWS SEEMD TO BE TO SUBJECTIVE FOR MAINSTREAM MEDIA CHANNELS TO PICK UP ON

CONSUMER IS ALWAYS ON & CONNECTED THROUGH ONLINE SOCIAL TOOLS; THE IRANIAN REGIME HAD A HARD TIME CONTROLING THE NEWS

ORGANISATION NO LONGER LIMITS ACTIVATION BY ORGANIING INFORMATION IN NEW WAYS GROUP ACTIVATION IS NOW EASIER THAN EVER BEFORE

POTENTIAL OF PARTICIPATION & CROWD SOURCING WITH PEOPLE BEING ENGAGED A SIMPLE CRY FOR HELP CAN BECOME A POWERFUL SELF ORGANISING MOVEMENT THAT IS VERY HARD TO STOP

THE BEGINNING PICTURES BY FLICKR.COM, BOSTON.COM, THE BIG PICTURE

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#Iranelection Fitzroy Amsterdam

by Fitzroy Amsterdam on Aug 06, 2009

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