Slides from the first day of Social Media Marketing short course at Goldsmiths. - The Attention Economy

1. GOLDSMITHS SHORT
COURSE
25th of November 2017

2. WEAVING A COMMUNITY OF LEARNERS

3.  You are now part of a community of learners.
WELCOME TO A SPECIAL CLUB
Your
logo
here

4. THE COURSE GUIDE – CLICK ON IMAGE
ABOVE TO DOWNLOAD

5. DIFFERENCES BETWEEN REAL AND
SOCIAL NETWORKS
• Public and Private Confusion, neither and both
• Tone Mute
• Battery Life
• Archive of our communications
• Conversations self deleting
• Colds v Virus
• Love vs Like
• Misinterpretation
• Covers up emotions
• Scalability of Friendships
• Ego Boosting
• Exploratory

6. RELAX AND COME WITH US ON A JOURNEY
 250 students have taken the course
 It isn’t your normal course, this is Goldsmiths after all.
 It comes from ICCE
 Day 1 is all about lurking and listening
 Day 2 is all about talking and making

7. THE JOURNEY
 What is the history of Social Media?
 What Makes each Social Networks Unique?
 The Big Social Networks. (Focus on Facebook)
 Personal Branding & Entrepreneurial thinking.
 What is Social Capital and how to build it?
 How to Tell Social Media Stories and how to sell.
 Thinking about Video
 Using Online Data to Understand Your Audience
 How to get more followers? (Focus on Instagram
 Blogging
 Paid for Social Media

8. LETS GO!

9. THE ATTENTION ECONOMY
We tend to live in the distracted
present, where the forces of the
periphery are magnified and those of in
front of us ignored. Our ability to
create, plan, much less follow through
on, is undermined by our need to be
able to improvise our way through any
number of infernal impacts that stand
to derail us at any moment.

10. THE ATTENTION ECONOMY
• Attention is a resource: a person has only so much of
it.
Matthew Crawford, Writer and Research Fellow, Institute for Advanced Studies in Culture at the University of
Virginia.
• A wealth of information creates a poverty of attention
and a need to allocate that attention efficiently among
the overabundance of information sources that might
consume it.
Herbert A. Simon, US political scientist, economist, sociologist, psychologist, and computer scientist, 1971.

13. FAKE
NEWS!
Your
logo
here

14. THE ATTENTION ECONOMY
• We have little choice but to develop the kind of reading
where we scan for important information
• We look for shortcuts and don’t check our sources
• Information that is not directly relevant will be ignored
• We are more vulnerable to exploitation

15. Invented by Astrid Klein and Mark Dytham of Tokyo's Klein-Dytham Architecture (KDa)

17. Our Changing Digital Identity

18. NARCISSISM V PERFORMANCE

21. WE ARE TOO CONNECTED TO BE PRIVATE
DAVID: @davidRathband. 3016 Tweets. 319 Following. 11042
Followers. Sad to announce Mrs R has called time on our marriage.
Separation permanent.
KATH: @KathRathband. 2754 Tweets. 605 Following. 1228
followers. Slight inaccuracy in the tweet by @pcdavidrathband –
He left us and refuses to come home. #TheTruthWillOut

34. PEOPLE ARE THE SOLUTION TO
PRECARIOUSNESS FOR ARTISTS

35. GETTING TO GRIPS WITH THE
ATTENTION ECONOMY
Create your own Pecha Kucha.
5 slides
Present it to your partner

36. IN THE ATTENTION ECONOMY
• We scan
• We look for shortcuts and don’t check our sources
• We are more vulnerable to exploitation
• Information that is not directly relevant will be ignored
• We have to be responsible communicators

37. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
MANOUSH
ZAMORODI
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have brilliant ideas.
Click on Manoush!
How are you going to ignite
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38. CAPTOLOGY
Captology is the study of computers as persuasive
technologies. This includes the design, research, ethics
and analysis of interactive computing
products (computers, mobile phones, websites, wireless
technologies, mobile applications, video games,
etc.) created for the purpose of changing people’s
attitudes or behaviors. BJ Fogg derived the
term captology in 1996 from an acronym: Computers
As Persuasive Technologies = CAPT.

40. WHAT CAN WE DO ABOUT IT?
 We have to be responsible communicators
 We have to create valuable online time
 We have to turn information into knowledge