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wtf ?




#londonriots
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
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 find
out 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
           w
2.  “random” rioting
3.  theft and vandalism not politics
Mobile phones and clothing stores
        experienced most damage
1.  economic social backdrop
2.  school vacation
3.  messaging & social media
4.  historic flashpoint
Riots were de-centralized, leaderless and
seemingly 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 shaping
opinions
Riots did not reflect a wider sentiment of
dissent in the general public on Twitter
What role did BBM play in the riots?
BBM (Blackberry Messenger) was a key tool
for rioters to organize and communicate
activity in small, decentralized groups
BBM allows distributed, decentralized and
anonymous communication within groups
BBM trumps SMS because unlike SMS
messaging can be organized into discrete
groups which allow social dynamics to emerge
Whereas Facebook is more open, identifiable
and traceable to outsiders
BBM preferred technology for youth because 
a)  can organize as groups
b)  discrete (vs open) communication platform
A potential PR headache for Blackberry and
maintaining 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 belong




Peer group reinforcement, social currency
Social Drivers as Destroyer
      1) The need to belong




It’s “us versus them”
Social Drivers as Destroyer
2) The need to be significant




               Infamy is better than
                    anonymity
Social Drivers as Destroyer
2) The need to be significant




               The need to “reclaim” or
                regain control of your
                    Social Space
Social Drivers as Destroyer
2) The need to be significant




                   Status symbols"
                   Sense of power
                   from being in
                   control
Social Drivers as Destroyer
2) 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 Destroyer
2) 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 huddle



Social 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 belong




Communities respond in
 a highly motivated and
 decentralized manner
Social Drivers as Creator
             1) The need to belong




Twitter key tool to
  facilitate self-
organizing activity
Social Drivers as Creator
 1) The need to belong
Communities self-
                   organize without
                   centralized input


Social 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 Creator
2) The need to be significant
Reclaim the streets




          Social Drivers as Creator
         2) The need to be significant
Social Drivers as Creator
2) The need to be significant




                         Community
                   empowerment through
                     collective strength
Social Drivers as Creator
2) 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 media
provides self-organizing communities with
       immediate tools to respond
#londonriots: conclusion
Social media did not create the riots"
Social drivers created the riots, media merely
transmitted 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.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
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 REPORT




http://www.mobileyouth.org



                   MOBILEYOUTH
                     youth marketing mobile culture since 2001

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(Graham Brown mobileYouth) The London Riots - wtf?

  • 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
  • 5. 8/8 London 2011: Unprecedent levels of rioting and disorder" Why did this happen?
  • 6. …but as we’ll find out later, there was a second story being told that unearthed the positive side of both social action and technology
  • 7. So the first story: what the media focused on h at ? 1.  unprecedented damage w 2.  “random” rioting 3.  theft and vandalism not politics
  • 8. Mobile phones and clothing stores experienced most damage
  • 9. 1.  economic social backdrop 2.  school vacation 3.  messaging & social media 4.  historic flashpoint
  • 10. Riots were de-centralized, leaderless and seemingly spontaneous
  • 11. #londonriots: what role did social media play?
  • 12. Social media played a key role in on-the- ground coverage of the riots
  • 13. Social media key to forming and shaping opinions
  • 14. Riots did not reflect a wider sentiment of dissent in the general public on Twitter
  • 15. What role did BBM play in the riots?
  • 16. BBM (Blackberry Messenger) was a key tool for rioters to organize and communicate activity in small, decentralized groups
  • 17. BBM allows distributed, decentralized and anonymous communication within groups
  • 18. BBM trumps SMS because unlike SMS messaging can be organized into discrete groups which allow social dynamics to emerge
  • 19. Whereas Facebook is more open, identifiable and traceable to outsiders
  • 20. BBM preferred technology for youth because a)  can organize as groups b)  discrete (vs open) communication platform
  • 21. A potential PR headache for Blackberry and maintaining its executive image
  • 22. #londonriots: a tale of two cities
  • 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
  • 24. #londonriots: a tale of two cities" Part 1: Social drivers as Destroyer
  • 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
  • 32. #londonriots: a tale of two cities" Part 2: Social drivers as Creator
  • 33. The creative response to threat is the social huddle Social Drivers as Creator 1) The need to belong
  • 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
  • 40. Social Drivers as Creator 1) The need to belong
  • 41. Communities self- organize without centralized input Social Drivers as Creator 1) The need to belong
  • 42. Social Drivers as Creator 1) The need to belong Neighbours you’ve never spoken to before
  • 43. Social Drivers as Creator 1) The need to belong Communal giving in contrast to stealing
  • 44. Social Drivers as Creator 1) The need to belong
  • 45. “Look at what I’m doing” Social Drivers as Creator 2) The need to be significant
  • 46. Moments captured and shared: social currency Social Drivers as Creator 2) The need to be significant
  • 47. Reclaim the streets Social Drivers as Creator 2) The need to be significant
  • 48.
  • 49. Social Drivers as Creator 2) The need to be significant Community empowerment through collective strength
  • 50. Social Drivers as Creator 2) The need to be significant Positive esteem and wellbeing from sense of collective strength
  • 51. Communities also use social media to self- organize to self-police
  • 52. Unlike traditional methods, social media provides self-organizing communities with immediate tools to respond
  • 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