2. Graham Brown"
www.mobileYouth.org
My name is Graham Brown and
I’m an author and co-founder of
mobileYouth. "
"
Since 2001, I’ve been studying
how youth use technology for
both marketing clients and social
projects. My approach is Social
Thinking – understanding how
technology and brands are Social
Tools within their lives. The
#londonriots is a good example of
how these tools can be used
equally destructive and creative
means.
#londonriots
3. if you like this presentation "
don’t forget to favorite it here
23. 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
25. Social Drivers as Destroyer
1) The need to belong
Peer group reinforcement, social currency
26. Social Drivers as Destroyer
1) The need to belong
It’s “us versus them”
27. Social Drivers as Destroyer
2) The need to be significant
Infamy is better than
anonymity
28. Social Drivers as Destroyer
2) The need to be significant
The need to “reclaim” or
regain control of your
Social Space
29. Social Drivers as Destroyer
2) The need to be significant
Status symbols"
Sense of power
from being in
control
30. Social Drivers as Destroyer
2) The need to be significant
Strong populist
statements in reaction to
a sense of powerlessness
31. 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 Destroyer
2) The need to be significant
35. Social Drivers as Creator
1) The need to belong
Empathy: not everyone
empathizes with the rioters
36. Social Drivers as Creator
1) The need to belong
Social groups easily defined
by a common enemy
37. 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
38. Social Drivers as Creator
1) The need to belong
Communities respond in
a highly motivated and
decentralized manner
39. Social Drivers as Creator
1) The need to belong
Twitter key tool to
facilitate self-
organizing activity
54. Social media did not create the riots"
Social drivers created the riots, media merely
transmitted them between likeminded people
55. Technology is agnostic – neither good nor bad"
Technology merely accentuates our existing social
and psychological conditions whether those
conditions be destructive or creative
56. Limiting technology, therefore, will also limit our
capacity for acts of kindness and altruism. "
The problem lies with the people not their tools
57. Graham Brown"
www.mobileYouth.org
My name is Graham Brown and
I’m an author and co-founder of
mobileYouth. "
"
Since 2001, I’ve been studying
how youth use technology for
both marketing clients and social
projects. My approach is Social
Thinking – understanding how
technology and brands are Social
Tools within their lives. The
#londonriots is a good example of
how these tools can be used
equally destructive and creative
means.
#londonriots
58. 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
59. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001