Societing Summer School: Revolution is Social Sharing of Emotions

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In this presentation made for the Societing Summer School (Cava de'Tirreni, Amalfi Coast 2011) I explain the role of emotions in new forms of collective action throught social media and my new definition of brand as a "soul maker".

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Societing Summer School: Revolution is Social Sharing of Emotions

  1. 1. “ Revolution is social sharing of emotions” From ethos to pathos Societing Summer School 2011
  2. 2. My Mentor Alberto Melucci (1943-2001) New Social Movements theory that attempts to explain the plethora of new movements that have come up in various western societies since the mid-1960s which are claimed to depart significantly from the conventional social movement paradigm
  3. 3. Can we consider brands as New Social Movements? ninjamarketing.it
  4. 4. Are brands actors of social change and innovation? ninjamarketing.it
  5. 5. <ul><li>That’ my Hero’s journey! </li></ul>
  6. 6. New book! How to design a contagious idea (and make the world a better place) Out in winter!
  7. 7. ninjamarketing.it Virality = > Viral-DNA < X Seeding VIRALITY FORMULA
  8. 8. Why am I studying “ Viral-DNA”? ninjamarketing.it
  9. 9. Viral Expectation
  10. 10. Re-tweet is digital orgasm?
  11. 11. How to Design “ Viral-DNA” Of a Contagious Idea? ninjamarketing.it
  12. 13. Can we consider brands as New Social Movements? ninjamarketing.it
  13. 15. Contagious Ideas!
  14. 16. Contagious Brands!
  15. 17. <ul><li>Where is Brand Value? </li></ul>
  16. 18. USE VALUE = product
  17. 19. SYMBOLIC VALUE = brand
  18. 20. LINK VALUE = community
  19. 21. What is the brand with the highest link value in the world? ninjamarketing.it
  20. 22. LINK VALUE = community
  21. 23. SOCIAL VALUE = culture
  22. 24. Is there a deeper value? ninjamarketing.it
  23. 25. SPIRITUAL VALUE
  24. 26. SPIRITUAL VALUE is in the Soul
  25. 27. Use + symbolic + link value: Nike Plus
  26. 28. Where the hell is Alex Bogusky?
  27. 29. Social/Spiritual: Common
  28. 30. Kotler dixit
  29. 31. My definition of Virality “ Viral is social sharing of emotions”
  30. 32. Paul Ekman
  31. 33. Robert Plutchik
  32. 34. <ul><li>Which emotions are more viral ? </li></ul><ul><li>joy </li></ul><ul><li>anger </li></ul><ul><li>sadness </li></ul><ul><li>fear </li></ul><ul><li>surprise </li></ul>Kelly School of Business - Indiana
  33. 35. we could say that… “ Social Media Revolution is social sharing of emotions”
  34. 36. <ul><li>Social sharing of E-motions </li></ul>
  35. 37. catartic emotions
  36. 40. Emotions (transpersonal) Tribes (microsocial) VS.
  37. 41. Pathos Ethos VS.
  38. 42. # Hashtags Values VS.
  39. 43. Spiritual Brands say “World will be a better place if…”
  40. 44. + intercultural
  41. 45. + ecologic
  42. 46. + connected
  43. 47. + natural
  44. 48. + creative
  45. 49. &quot;Call the world if you please 'The vale of soul-making.’ (John Keat)  
  46. 50. My New definition of Brand BRAND IS A “ SOUL MAKER”
  47. 51. <ul><li>“ Science of Soul Making” and dynamics of “Social Sharing of Emotions” will help understand better: </li></ul><ul><li>New Social Movements </li></ul><ul><li>Twitter Revolutions </li></ul><ul><li>Spiritual Branding </li></ul><ul><li>New Mediterranean </li></ul>
  48. 52. And will help to imagine and create a New Mediterranean full of new shared Energy
  49. 53. new shared Myths
  50. 54. new shared Values
  51. 55. Thank you! Mirko Pallera Strategic & Creative Director Mail: mirko@ninjamarketing.it Twitter: @ninjamarketing

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