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(Graham Brown mobileYouth) The London Riots - wtf?

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Graham Brown of mobileYouth

Graham Brown of mobileYouth
http://www.mobileYouth.org

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  • Makes a great deal of sense. Social media platforms have helped close the gaps and divides..
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  • The remarkable photo report. Thanks
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  • Terrific presentation.
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  • Well done Graham nice piece that captures the Zeitgeist. They should have had you rather than David Starkey on Newsnight.
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  • Great presentation, interesting point about technology being agnostic.
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(Graham Brown mobileYouth) The London Riots - wtf? (Graham Brown mobileYouth) The London Riots - wtf? Presentation Transcript

  • wtf ?#londonriots
  • Graham Brown" www.mobileYouth.orgMy name is Graham Brown andI’m an author and co-founder ofmobileYouth. ""Since 2001, I’ve been studyinghow youth use technology forboth marketing clients and socialprojects. My approach is SocialThinking – understanding howtechnology and brands are SocialTools within their lives. The#londonriots is a good example ofhow these tools can be usedequally destructive and creativemeans. #londonriots
  • if you like this presentation "don’t forget to favorite it here
  • #londonriots: wtf?
  • 8/8 London 2011: Unprecedent levels of rioting and disorder" Why did this happen?
  • …but as we’ll findout later, there was a second story being told that unearthed the positive side of both social action and technology
  • So the first story: what the media focused on h at ?1.  unprecedented damage w2.  “random” rioting3.  theft and vandalism not politics
  • Mobile phones and clothing stores experienced most damage
  • 1.  economic social backdrop2.  school vacation3.  messaging & social media4.  historic flashpoint
  • Riots were de-centralized, leaderless andseemingly spontaneous
  • #londonriots: what role did social media play?
  • Social media played a key role in on-the-ground coverage of the riots
  • Social media key to forming and shapingopinions
  • Riots did not reflect a wider sentiment ofdissent in the general public on Twitter
  • What role did BBM play in the riots?
  • BBM (Blackberry Messenger) was a key toolfor rioters to organize and communicateactivity in small, decentralized groups
  • BBM allows distributed, decentralized andanonymous communication within groups
  • BBM trumps SMS because unlike SMSmessaging can be organized into discretegroups which allow social dynamics to emerge
  • Whereas Facebook is more open, identifiableand traceable to outsiders
  • BBM preferred technology for youth because a)  can organize as groupsb)  discrete (vs open) communication platform
  • A potential PR headache for Blackberry andmaintaining its executive image
  • #londonriots: a tale of two cities
  • 3 Key Characteristics of Social Action 1. Highly decentralized, bottom-up, self-organizing, leaderless and often appearing “random” " 2. Driven by 2 key Social Drivers: " a) the need to belong and " b) the need to be significant" 3. Facilitated by a combination of technology and events that precipitate a feeling of injustice
  • #londonriots: a tale of two cities"Part 1: Social drivers as Destroyer
  • Social Drivers as Destroyer 1) The need to belongPeer group reinforcement, social currency
  • Social Drivers as Destroyer 1) The need to belongIt’s “us versus them”
  • Social Drivers as Destroyer2) The need to be significant Infamy is better than anonymity
  • Social Drivers as Destroyer2) The need to be significant The need to “reclaim” or regain control of your Social Space
  • Social Drivers as Destroyer2) The need to be significant Status symbols" Sense of power from being in control
  • Social Drivers as Destroyer2) The need to be significant Strong populist statements in reaction to a sense of powerlessness
  • Amazon UK sales 24 hrs after riots highlight how violence can be the knee- jerk reaction to insignificance (note: these aren’t rioters but ordinary citizens)Social Drivers as Destroyer2) The need to be significant
  • #londonriots: a tale of two cities"Part 2: Social drivers as Creator
  • The creative response to threat is the social huddleSocial Drivers as Creator 1) The need to belong
  • #riotcleanup
  • Social Drivers as Creator 1) The need to belong Empathy: not everyone empathizes with the rioters
  • Social Drivers as Creator 1) The need to belong Social groups easily defined by a common enemy
  • Social Drivers as Creator 1) The need to belong Little trust in the ability of centralized authority to either protect or clean up community. Londoners turn to Social Media to do it themselves
  • Social Drivers as Creator 1) The need to belongCommunities respond in a highly motivated and decentralized manner
  • Social Drivers as Creator 1) The need to belongTwitter key tool to facilitate self-organizing activity
  • Social Drivers as Creator 1) The need to belong
  • Communities self- organize without centralized inputSocial Drivers as Creator 1) The need to belong
  • Social Drivers as Creator 1) The need to belong Neighbours you’ve never spoken to before
  • Social Drivers as Creator 1) The need to belong Communal giving in contrast to stealing
  • Social Drivers as Creator 1) The need to belong
  • “Look at what I’m doing” Social Drivers as Creator 2) The need to be significant
  • Moments captured and shared: social currency Social Drivers as Creator2) The need to be significant
  • Reclaim the streets Social Drivers as Creator 2) The need to be significant
  • Social Drivers as Creator2) The need to be significant Community empowerment through collective strength
  • Social Drivers as Creator2) The need to be significant Positive esteem and wellbeing from sense of collective strength
  • Communities also use social media to self- organize to self-police
  • Unlike traditional methods, social mediaprovides self-organizing communities with immediate tools to respond
  • #londonriots: conclusion
  • Social media did not create the riots"Social drivers created the riots, media merelytransmitted them between likeminded people
  • Technology is agnostic – neither good nor bad"Technology merely accentuates our existing social and psychological conditions whether those conditions be destructive or creative
  • Limiting technology, therefore, will also limit our capacity for acts of kindness and altruism. " The problem lies with the people not their tools
  • Graham Brown" www.mobileYouth.orgMy name is Graham Brown andI’m an author and co-founder ofmobileYouth. ""Since 2001, I’ve been studyinghow youth use technology forboth marketing clients and socialprojects. My approach is SocialThinking – understanding howtechnology and brands are SocialTools within their lives. The#londonriots is a good example ofhow these tools can be usedequally destructive and creativemeans. #londonriots
  • THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001