From Meme To Social Fabric


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the talk in Novotel on Siam Square, Bangkok, 2008/1/23

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  • Its very hard to understand the subtle impact of a complex system. Same to social media. However, it’s very important to study social media from both micro and macro view. People can always see those visible stuffs, but they can’t realize how the big things were evolved. The difference in Social Media age is that people can see or even experience as the cooler of the news.
  • From Meme To Social Fabric

    1. 1. Social Media: From Personal Meme to Mass Impact Isaac Mao Social Brain Foundation 2008/1
    2. 2. “ Save Hu Jia and His Two-month Old Daughter!”
    3. 3. There is an emerging second superpower, but it is not a nation.   Instead, it is a new form of international player, constituted by the “will of the people” in a global social movement.   The beautiful but deeply agitated face of this second superpower is the worldwide peace campaign, but the body of the movement is made up of millions of people concerned with a broad agenda that includes social development, environmentalism, health, and human rights.    --- James F. Moore, Berkman Center for Internet & Society, Havard Unversity
    4. 4. Two Types of Mindset <ul><li>Intelligent Design </li></ul><ul><ul><li>Top Down </li></ul></ul><ul><ul><li>Elitism </li></ul></ul><ul><li>Evolution </li></ul><ul><ul><li>Bottom Up </li></ul></ul><ul><ul><li>Collective Intelligence </li></ul></ul>
    5. 5. Your Social Portfolio <ul><li>Mobile </li></ul><ul><li>Gmail </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Youtube </li></ul><ul><li>Flickr </li></ul><ul><li>Slideshare </li></ul><ul><li>Linkedin </li></ul><ul><li>Facebook </li></ul><ul><li> </li></ul><ul><li>Feedburner </li></ul><ul><li>Bloglines </li></ul><ul><li> </li></ul><ul><li>Yahoo Pipes </li></ul><ul><li>Etc. </li></ul>
    6. 6. Evolution of Social Media <ul><li>Social Portfolio Connecting… </li></ul><ul><ul><li>Sharism & Sharists </li></ul></ul><ul><ul><li>Meme as gene </li></ul></ul><ul><ul><li>Social Networking as base </li></ul></ul><ul><li>Tipping points </li></ul><ul><li>Collective Intelligence </li></ul>
    7. 7. Meme : the little voice spreading <ul><li>Extend s the route </li></ul><ul><li>New license of copying </li></ul><ul><li>Free Speech </li></ul><ul><li>Cultural bridges </li></ul>Social Network Public Private Space
    8. 8. Traditional Media vs. Social Media
    9. 9. Paradigm Shift <ul><li>From isolation to connection </li></ul><ul><li>Small ideas can find their own way of spreading </li></ul><ul><li>Collective intelligence on the click of creation </li></ul><ul><li>Truth comes from social perception </li></ul><ul><li>+ Culture bridges </li></ul>
    10. 10. Power Law vs. Metcalfe's law <ul><li>One-to-many vs. many-to-many </li></ul><ul><li>Professional journalism vs. Back Channeling </li></ul><ul><li>Post mortem vs. Witness </li></ul><ul><li>Brand name vs. Social Capital and trust </li></ul><ul><li>Elite vs. Collective Intelligence </li></ul><ul><li>All rights reserved vs. “Some rights reserved” </li></ul><ul><li>Centralization vs. Distribution </li></ul><ul><li>Delivery vs. Reflection </li></ul><ul><li>Top-down vs. Bottom-up </li></ul><ul><li>Monopoly vs. Democracy </li></ul>
    11. 11. Paradigm & power model shift Impact Seed Scale of Coverage Suppose: Power = Impact Seed*Scale of Coverage Someday, Blogger*Blogosphere >= Journalist*Institutional Media Journalist Reader Blogger Mass Institutional Media Blogosphere Mind Communication
    12. 12. How long the tail <ul><li>Global effect </li></ul><ul><li>Persistency </li></ul><ul><li>Free Scale </li></ul><ul><li>Where censorship fails </li></ul><ul><ul><li>Variety laws </li></ul></ul><ul><li>Creation at the speed of click </li></ul>
    13. 13. Cases in 2007
    14. 14. Characteristics of Chinese Blogosphere I <ul><li>Still the same old problem … </li></ul><ul><li>One way world: Due to language barriers </li></ul><ul><li>Solution: Bri d ge blog s </li></ul>English Blog o sphere Chinese Blog o sphe r e
    15. 15. Sharism  Gap  Private Public Private Public Social Private Public  Social 
    16. 16. Thank YOU! [email_address]