In 1985 London boiled in a summer of unrest known as the Boardwater Farm Riots. Some 26 years later, last summer's London Riots began under much the same circumstances yet grew to be dramatically more destructive. The primary difference between the two events: the present-day existence of social media. As a result the London Riots of 2011 were meticulously documented in millions of Tweets, BBM messages, Internet news mentions, and Facebook posts. The electronic record tells a fascinating tale of social media’s role in the chaos, from its provision of “utilities” for riot planners and onlookers to its ability to steer the event’s emotional tone. Framed in the context of the Arab Spring uprising that came before and the Occupy Movement that would follow, this presentation offers a unique view into one of the most devastating illustrations of social media's power the world has known and the role it plays for revolutionaries, rioters, and rebels alike.

1. WHAT THE
LONDON RIOTS
TAUGHT US ABOUT
SOCIAL MEDIA
@kevinhartman #sxswriots
Monday, March 12, 2012 1

2. Graphics by Almond Loh
Monday, March 12, 2012 2

3. AND WHO AM I TO SAY
SUCH THINGS?
I’m a marketer and data enthusiast, but not
a trained sociologist by any stretch.
The insights I’ll share today come from a career of
chasing answers to a single question: “Why people do
what they do?” This pursuit has been for the express
purpose of influencing their behavior. The more extreme
the behavior, the more challenging and rewarding the
pursuit. For these reasons, the events in London during
the Summer of 2011 are right up my alley. But
everything I’ll purport to have discovered should be
taken with a medium- to large-sized grain of salt.
After all, I’m not even a Londoner.
Monday, March 12, 2012 3

4. Y
?
why does this feel
so familiar?
@kevinhartman #sxswriots
Monday, March 12, 2012 4

5. History Repeats in
London
26 Years Ago! Today!
Event Broadwater Farm Riot London Riots
October 6, 1985 August 8, 2011
Death of Cynthia Jarrett (49) Death of Mark Duggan (29)
Trigger stroke during a police search in her home shooting during an arrest by police
Demonstration in Tottenham against violent Walk in Tottenham against violent police behavior
Reaction Police behavior and racial discrimination elevates and racial discrimination elevates into violent
into violent rioting rioting
High youth unemployment triggers greater Economic difficulties and high youth
Escalation upheaval against government unemployment causes larger riots, violence, and
looting
BlackBerry Messenger (BBM) and other social
media play a key role in planning and reporting
on riot activity
Source: ...
Monday, March 12, 2012 5

6. COMPARING THE RIOTS OF
26 YEARS AGO & TODAY
Number of Arrests Made During Riots
of 1985 and 2011
3,960
69
Broadwater Farm Riots London Riots
of 1985 of 2011
Source: UK Ministry of Justice; BBC; The Guardian; Draftfcb analysis
Monday, March 12, 2012 6

7. COMPARING THE RIOTS OF
26 YEARS AGO & TODAY
Value of Property Damaged During Riots
of 1985 and 2011 (£Millions)
£100.0
£1.0
Broadwater Farm Riots London Riots
of 1985 of 2011
Source: UK Ministry of Justice; BBC; The Guardian; Draftfcb analysis
Monday, March 12, 2012 6

8. COMPARING THE RIOTS OF
26 YEARS AGO & TODAY
Cities & Burroughs Affected by Riots
of 1985 and 2011
38
1
Broadwater Farm Riots London Riots
of 1985 of 2011
Source: UK Ministry of Justice; BBC; The Guardian; Draftfcb analysis
Monday, March 12, 2012 6

9. SO SIMILAR AND YET SO
DIFFERENT...WHY?
Could the contemporary existence of
social media be to blame?
Social networking is the only significant difference
between the Braodwater Farm episode and the riots
that spread across the UK this summer. In fact, it is
reasonable to argue that without BBM messaging,
Twitter and Facebook, the riots of 2011 could have
been contained to a relatively small geographic region
of London -- much like the rioting was in 1985. That
social media had an impact seems undeniable.
But to understand why, we must understand what
activated the behaviors that produced such devastation.
Monday, March 12, 2012 7

10. O
?
what
ACTIVATES
behavior?
@kevinhartman #sxswriots
Monday, March 12, 2012 8

11. FOUR CONDITIONS LEAD
TO BEHAVIOR
Opportunity
Motive Means
Monday, March 12, 2012 9

12. FOUR CONDITIONS LEAD
TO BEHAVIOR
“I CAN CHOOSE: ACT OR NOT.” Opportunity
“Moment of truth” for a person at which point they do, do not act
“I CAN RATIONALIZE.” Motive Means “I CAN PARTICIPATE.”
Reason a person gives to account for the behavior Physical, mental, resources required for behavior
Monday, March 12, 2012 10

13. FOUR CONDITIONS LEAD
TO BEHAVIOR
“I CAN CHOOSE: ACT OR NOT.” Opportunity “Spark”
“Moment of truth” for a person at which point they do, do not act
“I CAN RATIONALIZE.” Motive Means “I CAN PARTICIPATE.”
Reason a person gives to account for the behavior Physical, mental, resources required for behavior
Monday, March 12, 2012 11

14. FOUR CONDITIONS LEAD
TO BEHAVIOR
Opportunity “Spark”
1. REAL or
2. IMAGINED or
3. fabricated or
4. usurped
Motive Means Emotional event that activates a behavior
Monday, March 12, 2012 12

15. HUMANS ALL SHARE A BASIC
SET OF EMOTIONS
Graphics by Almond Loh
Source: Parrott; Draftfcb analysis
Monday, March 12, 2012 13

16. HUMANS ALL SHARE A BASIC
SET OF EMOTIONS
FEAR
HOPE
Distress aroused by impending danger, evil, pain
Excitement in response to expectation, excitement
ANGER
Displeasure and belligerence aroused by a wrong LOVE
Personal attachment to or affection for something
SORROW
Grief, regret in reaction to loss, disappointment
JOY
Delight, happiness caused by something satisfying
Graphics by Almond Loh
Source: Parrott; Draftfcb analysis
Monday, March 12, 2012 14

17. VIRTUAL SOCIAL CONNECTIONS
ARE CONDUITS FOR EMOTION
Graphics by Almond Loh
Monday, March 12, 2012 15

18. 1,050
Graphics by Almond Loh
Monday, March 12, 2012 16

19. 4,200
Graphics by Almond Loh
Monday, March 12, 2012 17

20. 16,800
Graphics by Almond Loh
Monday, March 12, 2012 18

21. 1 Million
Graphics by Almond Loh
Monday, March 12, 2012 19

22. it all comes together as the
blaze theory of behavior
Opportunity “Spark”
Motive Means
Graphics by Almond Loh
Monday, March 12, 2012 20

23. e
r
HOW WERE THE
LONDON RIOTS
ACTIVATED?
@kevinhartman #sxswriots
Monday, March 12, 2012 21

24. MEANS
Monday, March 12, 2012 22

25. THE COMPUTER IN YOUR PHONE IS
A MILLION TIMES CHEAPER
A THOUSAND TIMES STRONGER
A HUNDRED TIMES SMALLER
THAN THE SOLE COMPUTER
AT MIT IN 1969
Source: The Economist
Monday, March 12, 2012 23

26. Growth in Global Facebook Membership
December 2009 to December 2011
800M
Members
585M
Members
337M
Members
December 2009
December 2010
December 2011
Source: Facebook; Draftfcb analysis..
Monday, March 12, 2012 24

27. Growth in Global Daily Twitter Volume
December 2009 to December 2011
200M
Tweets
35M
Tweets
3M
Tweets
December 2009
December 2010
December 2011
Source: Twitter; Draftfcb analysis..
Monday, March 12, 2012 25

28. Graphics by Almond Loh
Source: Global Web Index, Forrester, Comscore
Monday, March 12, 2012 26

29. Active Social Networks as a Percent
of Total Population as of 2011
76% 76%
68%
64% 64% 63%
61%
58%
56%
54% 53%
52%
50% 49%
48%
46% 45% 45%
43%
41%
38%
33%
16%
G
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Source: ...
Global Web Index
Monday, March 12, 2012 27

30. Active Social Networks as a Percent
of Total Population as of 2011
76% 76%
68%
64% 64% 63%
61%
58%
56% 53%
54%
52%
50% 49%
48%
46%
45% 45%
43%
41%
38%
33%
16%
BA A
G
a
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ly
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il
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s
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LO US
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Source: ...
Global Web Index
Monday, March 12, 2012 28

31. Global Urban Population, 2020
Source: UNICEF
Monday, March 12, 2012 29

32. Global Urban Population, 2030
Source: UNICEF
Monday, March 12, 2012 30

33. Global Urban Population, 2040
Source: UNICEF
Monday, March 12, 2012 31

34. Global Urban Population, 2050
Source: UNICEF
Monday, March 12, 2012 32

35. Graphics by Almond Loh
Source: IBM; Draftfcb analysis
Monday, March 12, 2012 33

36. Monday, March 12, 2012 34

37. Estimated Number Of People The Average Person
Speaks With In A Day
30
Source: Draftfcb analysis
Monday, March 12, 2012 35

38. Estimated Number Of People The Average Person
Speaks With In A Day
50
Source: Draftfcb analysis
Monday, March 12, 2012 36

39. Estimated Number Of People The Average Person
Speaks With In A Day
100
Source: Draftfcb analysis
Monday, March 12, 2012 37

40. Average Number of Social Network Contacts
of a UK Adult, 2010
502
Source: Forrester Research
Monday, March 12, 2012 38

41. OPPORTUNITY
Monday, March 12, 2012 39

42. Citizens per Law Enforcement Officer
in the UK, 2010
324
Source: Police Federation of England and Wales; UK Home Office
Monday, March 12, 2012 40

43. Violent + Property Crimes per Law Enforcement
Officer in the UK, 2010
10.6
Source: Police Federation of England and Wales; UK Home Office
Monday, March 12, 2012 41

44. “
I pull out my Blackberry and check for the blinking light in the top
corner -- nothing yet -- so I type in a single work ‘Hackney?’ and
send it to all my contacts. I only have to wait two or three
seconds before I get responses.
‘Sounds good,’ I say.
I wasn’t involved on the Saturday night, I had nothing to do with
the protest about the shooting on Ferry Lane. It wasn’t until the
Sunday that I tagged along, once the word had spread that it
was moving on to Wood Green, just round the corner from me in
Muswell Hill, once folk told me that the police weren’t stopping it
-- we’s one step ahead of the Feds, burv -- and that I’d best get
involved quick before all the best bargains went.
-- Anonymous
Source: Anonymous, “London Riots: Monday 8th August 2011”
Monday, March 12, 2012 42

45. MOTIVE
Monday, March 12, 2012 43

46. Graphics by Almond Loh
Monday, March 12, 2012 44

47. Graphics by Almond Loh
Source: Kantar Retail / PWC; Mintel
Monday, March 12, 2012 45

48. A generational Dynamic
has emerged
Graphics by Almond Loh
Monday, March 12, 2012 46

49. A generational Dynamic
has emerged
“ ”
WAR OF
THE AGES
Graphics by Almond Loh
Monday, March 12, 2012 47

50. A generational Dynamic
has emerged
inherent distrust of age
Maturity fears youth as disruptive, youth fears structures of maturity
“ ”
WAR OF
THE AGES
power inequality
Maturity has systemic advantage, youth has innovation
the “disenfranchisement of youth”
Maturity uses existing structures and social systems to thwart, frustrate youth
Graphics by Almond Loh
Monday, March 12, 2012 48

51. BRITAIN’S OWN “WAR
OF THE AGES”
UK Social Network Awareness
2010 to 2011
2011 – 100% 2011 – 87% 2011 – 87%
2010 – 93% 2010 – 47% 2010 – 80%
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

52. BRITAIN’S OWN “WAR
OF THE AGES”
UK Usage of Social Networks
by Age in 2011
87% 87%
77%
65%
49%
39%
28%
18 - 20 20s 30s 40s 50s 60s 70+
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

53. BRITAIN’S OWN “WAR
OF THE AGES”
Weekly Net Income Distribution in UK
Millions of Households
'"%!#
Mean = £463
'"$%#
'"!!#
!"&%#
!"%!#
!"$%#
!"!!#
£100 £200 £300 £400 £500 £600 £700 £800 £900 £1,000 £1,100
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

54. BRITAIN’S OWN “WAR
OF THE AGES”
Average weekly mortgage Weekly Net Income Distribution in UK
payment in UK = £285 Millions of Households
'"%!#
Mean = £463
'"$%#
'"!!#
!"&%#
!"%!#
!"$%#
!"!!#
£100 £200 £300 £400 £500 £600 £700 £800 £900 £1,000 £1,100
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

55. BRITAIN’S OWN “WAR
OF THE AGES”
Average weekly mortgage Weekly Net Income Distribution in UK
payment in UK = £285 Millions of Households
'"%!#
Mean = £463
'"$%#
'"!!#
Average weekly mortgage
!"&%# payment in Kensington
!"%!# and Chelsea = £768
!"$%#
!"!!#
£100 £200 £300 £400 £500 £600 £700 £800 £900 £1,000 £1,100
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

56. BRITAIN’S OWN “WAR
OF THE AGES”
UK History of Share of Total Income
Going to Top 1%
14 1937
12 12.6%
2010 .
10 13.7%
8
6
4 1976
2 4.2%
0
1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s
Source: Forrester; National Equality Panel; ONS; LFS; OECD; LSE; TUC; Life In The Middle; Realpricecomparison.com; Bank of England and Land Registry
Monday, March 12, 2012 49

57. Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

58. 163 Tech Early
Adopters
133
105
87
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

59. Tech To
185 Impress
163 Tech Early
Adopters
141
133
105
100
87
80
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

60. 197 Tech To
185 Impress
158 163 Tech Early
Adopters
141
133
115
105
100
87
84
80
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

61. 279
197 Tech To
181 185 Impress
158 163 Tech Early
Adopters
141
133
115
105
101
100
87
84
80
60
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

62. 279
197 Tech To
181 185 Impress
158 163 Tech Early
100 Adopters
99 141
99
133
115
105
101
100
97 Equal
Opportunity
87
84
80
60
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

63. 279
197 Tech To
181 185 Impress
101 163 Tech Early
100 158 Adopters
99 141
99
133
98
115
105
101
100
97 97 Equal
Opportunity
87
84
80 95
Social
60 Responsibility
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

64. 279
115
197 Tech To
181 185 Impress
101 106 163 Tech Early
100 158 Adopters
99 141
99
133
98
115 97
105
101
100
97 Equal
Opportunity
87
84
80 95
Social
60 Responsibility
82
Contentedness
with Position
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 50

65. 115
106
97
82
Contentedness
with Position
Boomers GenX GenY GenZ
Graphics by Almond Loh
Source: Simmons
Monday, March 12, 2012 51

66. “
Understand, I’m not unemployed. I’m not someone who’d mug
you or knock you off your bike so that I could take it for myself.
But if there are folk going around taking what they want, if they’re
coming away with flatscreen TVs and surround sound speakers
from Richer Sounds, if they’ve got the time to sit in the Foot
Locker and try on trainers to make sure they’re in the right size,
then I’m getting involved with that.
I’ve been to University, I’ve been educated ... I’ve got a job, that’s
true, but it’s in a call-centre working on the telephone banking.
I’m not a banker ... I couldn’t afford even half the stuff I’ve taken
over the past two nights. I’m just the poor fucker at the end of the
phone who gets calls from the rich folk ... I pay my rent, council
tax, bills and what do I have left? I have debt left, that’s what.
-- Anonymous
Source: Anonymous, “London Riots: Monday 8th August 2011”
Monday, March 12, 2012 52

67. SPARK
Monday, March 12, 2012 53

68. Graphics by Jill Solarczyk
Monday, March 12, 2012 54

69. A riot’s path
Global Financial Crisis
ing
ale ack
You
Reaches Height
eve H
d
t
h C cros
l R one
A
ent s th
nda f Ph
Ri
ps A
res e U
Th rab
Sca pe o
ro Sp ck ies
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st ish
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M U e
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st M a
Stu M
den s
t Pr n Die tact
Fun otest ilso e Con
ding s of Tom olic
Cut Ian m P
s Fro
Mohamed Bouazizi Self-
Immolates in Sidi Bouzid
e of
e r Usolice
oadUK P
Br y
b
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‘K ettl
Monday, March 12, 2012 55

70. h
(August 12)
(August 4) (August 7) Metropolitan Police Say
Mark Duggan is Shot Copycat Criminal Activity Over 1,000 Arrests Made
Dead by UK Police Begins in Earnest In Connection to Riots
(August 6) (August 8)
Justice Walk for Mark Elevated Violence and
Duggan Turns Violent Looting Throughout North,
South, East London
Monday, March 12, 2012 56

71. Graphics by Jill Solarczyk
Monday, March 12, 2012 57

72. Impressions From Twitter Sources During
US & UK During London Riots
UK
713million Tweets US
219million Tweets
50million News 18million News
Tweets Tweets
Unknown BBM*
Source: Draftfcb analysis
Monday, March 12, 2012 58