How the fuck do you change the world

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A story about how social media will change everything and how you can become a part of that change

Credits to: What the fuck is social media, 22squared and Sosymos

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How the fuck do you change the world

  1. 1. HOWTHEF**K<br />DO YOUCHANGE<br />WORLD?<br />THE<br />
  2. 2. UNDERSTAND<br />FIRST YOU MUST WHAT THE WORLD IS TRYINGTO F**CKING<br />CHANGE…<br />
  3. 3. MOST RADICAL<br />SO WHAT IS THE<br />CHANGE<br />ONGOING?<br />
  4. 4. SOCIAL<br />MEDIA<br />
  5. 5. 72%<br />of internet users are part of at <br />least one social network, which <br />translates to 940 million users <br />worldwide (March 2010)<br />
  6. 6. 700 BILLION<br />The numbers of minutes spent on Facebook per month (July 2010)<br />
  7. 7. COLLABORATE<br />SHARE<br />APPLAUD<br />WORK<br />INFLUENCE<br />INVESTIGATE<br />MAKE LOVE<br />IT <br />CHANGES<br />HOW <br />WE<br />PLAY<br />MOURN<br />CELEBRATE<br />LEARN<br />EVALUATE<br />CREATE<br />DISCOVER<br />AND MUCH MORE…<br />
  8. 8. everyonecan publish anything<br />+ no censorship = NO CONTOL<br />
  9. 9. Social media <br />is the script of the future. <br />An infiniteconversation <br />redefining everything, <br />created by everybody and <br />controlled by no one.<br />
  10. 10. INFINITE CONVERSATION= AN UNSTOPPABLE FORCE<br />
  11. 11. VERY FABRIC OF THE<br />WHAT IS THE<br />CONVERSATION?<br />
  12. 12. CONVERSATION<br />A technology paradigm<br />SOCIAL MEDIA LITERACY<br />(not yet defined by government body)<br />Proposed definition…<br />The ability to identify, understand, <br />interpret, create and communicate <br />within the technological context <br />of social media<br />
  13. 13. CONVERSATION<br />An ethical paradigm<br />Being more…<br />TRANSPARENT<br />LOYAL<br />INCLUSIVE<br />PERSONAL<br />HONEST<br />RESPECTFUL<br />ENGAGING<br />AUTHENTIC<br />CURIOUS<br />RESPONDING<br />
  14. 14. CONVERSATION<br />An idealistic paradigm<br />Share<br />Idea Y<br />How to change for <br />a better world…<br />Share<br />Idea X<br />How to change for <br />a better world…<br />Share<br />Idea Z<br />How to change for <br />a better world…<br />
  15. 15. CONVERSATION<br />A social paradigm<br />
  16. 16. SO IF THIS IS TRULY AN UNSTOPPABLE FORCE…SURELY THE WORLD IS TRYINGTO CHANGE FOR THE BETTER!?<br />
  17. 17. LET’S BE REAL…IF YOU ARE A SOCIAL MEDIA ILLITERATE, IF YOU BEHAVE UNETHICAL, IF YOU HAVE NO VIEWS ON HOW THE WORLD COULD CHANGE FOR THE BETTER AND IF YOU HAVE NO TRUE ADVOCATES OUT THERE TO SUPPORT YOU…THERE WILL BE NO ROOM FOR YOU IN THE NEW WORLD…<br />
  18. 18. TO CHANGE THE WORLD (FOR THE BETTER)YOU MUST ENGAGE YOURSELF HEAVILY INTO THE<br />CONVERSATION<br />by<br />…Becoming a social media pioneer<br />…Behaving ethical<br />…Sharing your world changing ideas<br />…Building true advocacy<br />
  19. 19. IN <br />THE <br />NEW <br />WORLD<br />YOU<br />ARE <br />THE <br />BRAND<br />
  20. 20. (commercial brand)<br />BRAND IN THE OLD WORLD<br />ACCEPTANCE<br />AWARENESS<br />FRIENDS<br />PREFERENCE<br />ADVOCACY<br />PURCHASE<br />BRAND IN THE NEW WORLD<br />(personal brand)<br />
  21. 21. THE NEW <br />CURRENCY<br />IS TRUEADVOCACY<br />
  22. 22. INFINITE…<br />IF THE CONVERSATION IS<br />TRUE ADVOCATES…<br />AND ALL PARTICIPANTS ARE POTENTIALLY<br />THE ONLY INFINITE RESOURCE…<br />TRUE ADVOCACY MUST BE<br />
  23. 23. True advocacy<br />is the currency of the future. <br />An infiniteresource <br />redefining everything, <br />consumed by everybody and <br />controlled by no one.<br />
  24. 24. TA = A - C<br /> TRUE ADVOCACY ADVOCATES CRITICS<br />
  25. 25. IN THE NEW ECONOMYALL BRANDS WILL RISE OR FALL DEPENDENT ON THEIR ABILITYTO CREATE AND SUSTAINTRUE ADVOCACY<br />
  26. 26. SO HOWTHEF**K<br />DO YOUCHANGE<br />WORLD?<br />THE<br />
  27. 27. IN THE NEW WORLD<br />WELL FORTUNATELYYOU CAN F**CKING NO LONGER AFFORD<br />NOT TO!<br />
  28. 28. THE SHORT ANSWER…<br />F**KING NOW!<br />YOU BUILD A BRAND COMMUNITY<br />
  29. 29. BRAND<br />COMMUNITY<br />Brand A<br />Brand B<br />(your brand)<br />Brand C<br />Brand D<br />Connected by<br />…Similar social media status<br />…Similar ethics<br />…Similar world changing ideas<br />…True advocacy between brands<br />
  30. 30. SMALL WORLD PHENOMENON:In April 2010 examined 5.2 billion friendships on TwitterThey wanted to calculate the degrees of separationThey found out that 98% of all Twitter users are 6 friends or less away The average degree of separation on Twitter is 4.67<br />
  31. 31. TRY TO IMAGINETHE PENETRATIONOF A STRONGCOMMUNITY?<br />
  32. 32. IN THE NEW WORLDA STRONG BRAND COMMUNITYCAN PENETRATE IT’S ADVOCACYON A GLOBAL SCALEWITHIN A COUPLE OF DAYS<br />
  33. 33. NO. OF TRUE ADVOCATES INYOUR BRAND COMMUNITY<br />YOUR ABILITY TO CHANGE THE WORLD<br />=<br />TRUE ADVOCATES AVERAGE DEGREES OF SEPARATION TO WORLD POPULATION<br />
  34. 34. BRAND PROMISE<br />To define a clear message about what your brand can offer to the world<br />BUILD<br />TRUE ADVOCACY<br />DEFINE YOUR BRAND<br />IDENTIFYSIMILARBRANDS<br />INCREASE<br />SOCIAL MEDIAPRESENCE<br />
  35. 35. What is my social media presence?<br />Question 1:<br />What are my ethical trademarks?<br />Question 2:<br />How do I want to change the world?<br />Question 3:<br />Who and what would I like to join?<br />Question 4:<br />
  36. 36. BRAND INTELLIGENCE<br />To gather and analyse information that enables you to identify similar brands<br />BUILD<br />TRUE ADVOCACY<br />DEFINE YOUR BRAND<br />IDENTIFYSIMILARBRANDS<br />INCREASE<br />SOCIAL MEDIAPRESENCE<br />
  37. 37. CONVERSATION<br />Identify similar brands<br />Brand Y<br />YOU<br />YOURFRIENDS<br />YOURFRIENDS’<br />FRIENDS<br />SOMEONEYOU WOULD<br />LIKE TO KNOW<br />Brand X<br />Brand Z<br />
  38. 38. CONVERSATION<br />Gather & analyse info<br />(Brand profile)<br />Brand X<br />Action plan for connecting<br />with BRAND X: <br /><ul><li> Action 1
  39. 39. Action 2
  40. 40. Action 3</li></ul>Similar social media status:<br />Similar ethics:<br />Similar world changing ideas:<br />True advocacy:<br />
  41. 41. BRAND ADVOCACY<br />To build deeper and more effective relationships with similar brands<br />BUILD<br />TRUE ADVOCACY<br />DEFINE YOUR BRAND<br />IDENTIFYSIMILARBRANDS<br />INCREASE<br />SOCIAL MEDIAPRESENCE<br />
  42. 42. SHOW THEMYOURF**CKINGADMIRATION(you admire the people you join right?)<br />
  43. 43. I really like your social media presence...<br />Message 1:<br />I really like your personal ethics…<br />Message 2:<br />I really like how you want to change the world… <br />Message 3:<br />I really believe we have something in common…<br />Message 4:<br />
  44. 44. OFFER THEMYOURF**CKING”NETWORTH”<br />
  45. 45. CONVERSATION<br />Offer the advocacy of <br />your present <br />brand community<br />Brand A<br />Brand C<br />Brand B<br />(you)<br />New<br />Brand <br />Brand D<br />Your brand community<br />
  46. 46. UNDERSTANDHOW THEYF**CKINGBEHAVE<br />
  47. 47. Understand your drivers:<br />(mechanisms within your brand community)<br />Advocacy driver 1<br />Advocacy driver 2<br />Advocacy driver 3<br />Criticism driver 1<br />Advocacy driver 4<br />Criticism driver 2<br />
  48. 48. BRAND PRESENCE<br />To expand the social media presence of your brand community<br />BUILD<br />TRUE ADVOCACY<br />DEFINE YOUR BRAND<br />IDENTIFYSIMILARBRANDS<br />INCREASE<br />SOCIAL MEDIAPRESENCE<br />
  49. 49. SOCIAL MEDIA PRESENCE PAYS:In 2010 22Squared examined 22 digital actions and their effects on the consumers of 52 global brandsThey concluded that a deeper level of social media presence made consumers:- talk more about the brand - talk more about the brand in more places- talk more about the brand more times- buy more- buy more for more money<br />
  50. 50. SOCIAL MEDIA PARADOX:<br />"Social media is like teen sex. <br />Everyone wants to do it. <br />Nobody knows how. <br />When it's finally done, there <br />is surprise that it's not better." <br />(A. Kaushik)<br />Expectations are high… <br />Insights and skills are low…<br />
  51. 51. SOCIAL MEDIATE ILLITERACY<br />BUT LET’S FACE IT… THERE IS A LOT OF…<br />OUT THERE…<br />
  52. 52. SO<br />SHOWTHE<br />F**CKING <br />WAY<br />
  53. 53. AND THAT’SHOWTHEF**K<br />YOUCHANGE<br />WORLD!<br />THE<br />

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