(Graham Brown mobileYouth) The London Riots - wtf?

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

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#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

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(Graham Brown mobileYouth) The London Riots - wtf?

by Graham Brown (mobileYouth)

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