SlideShare a Scribd company logo
CommunicateCreatePlay
 2009 Waste Education Conference
But!
Forget the magic lever &
      Lessons from Social Media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Anglesea NEIP
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
?
?
?
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Control is an Illusion!
       Cause and effect links
              are not-known
Known
Known
Simple & Complicated
Complex
Complex

Not Known
Unpredictable
Multiple Feedback
            Loops
Complex   Complicated
•The Cynefin framework is a model used to describe
problems, situations and systems.
•The model provides a taxonomy that guides what sort of
explanations and/or solutions may apply.
•It was developed by David Snowden and his
collaborators.
•The Cynefin framework draws on complex adaptive
systems theory, cognitive science, Anthropology, as well
as evolutionary psychology.
•It quot;explores the relationship between man, experience
and contextquot;[1] and proposes new approaches to
communication, decision-making, policy-making and
knowledge management in complex social environments.
Cynefin
Dave Snowden @ Cognitive Edge
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Behaviour Change
Behaviour Change
Behaviour Change
Just try to
predict my
   next
  move!?
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
s t i c k y
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Centralised
                     Spoke & Hub




              Distributed
Forget the Magic Lever & lessons from social media
“Most people don’t care about you!”
            Seth Godin. Tribes.
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Centralised
                     Spoke & Hub




              Distributed
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
106, 000, 000
106, 000, 000
If MySpace were a country,
#11
Forget the Magic Lever & lessons from social media
2, 700, 000, 000
2, 700, 000, 000
# Text Messages
     … Daily
# Text Messages
     … Daily
47, 000, 000
$100 per laptop project
50 to 100,000,000 every year
Forget the Magic Lever & lessons from social media
Behaviour
 Change
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Evan Williams
Forget the Magic Lever & lessons from social media
Where do
find the ti
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
“You can’t predict
outcomes when
tapping this
Cognitive Surplus!”
             Clay Shir
“Try lots and lots of
new things and fail
informatively so you
can find a skull on a
pikestaff somehwhere”
            Clay Shirky
Coordination   Institutions

  Produce &     Watch &
    Share       Consume
Coordination    Institutions

  Produce &      Watch &
    Share        Consume



Web 2.0        Web 1.0
Coordination   Institutions

  Produce &     Watch &
    Share       Consume
Coordination   Institutions

  Produce &     Watch &
    Share       Consume
Coordination   Institutions

  Produce &     Watch &
    Share       Consume
Coordination   Institutions
Forget the Magic Lever & lessons from social media
“Certain technologies can
amplify collective action.”
Howard Rheingold
Forget the Magic Lever & lessons from social media
“But it’s not the technology ... it’s
the emerging social practices”
Howard Rheingold
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
In Sum …
1 more thing
Forget the Magic Lever & lessons from social media
Forget the Magic Lever & lessons from social media
Thankyou
 Geoff Brown
The Fine Print and Acknowledgements
Thanks to Hugh McLeod for creating such accessible and wonderful comics - http://www.gapingvoid.com/
Thanks to friend and colleague Simon Kneebone for all of his great cartoons and ideas
Thanks to Mark Earls for writing the book Herd and making the concepts of complexity and behaviour change make
sense to me! Mark’s blog is here - http://herd.typepad.com/herd_the_hidden_truth_abo/
Thanks to Dave Snowden over at Cognitive Edge for the Cynefin Framework and stories about 10 y.o. boys birthday
parties on his podcasts. Dave’s blog is here - http://www.cognitive-edge.com/blogs/dave/
Thanks to Viv McWaters for providing me the inspiration to pursue all this stuff AND for her own writings on her blog
over here - http://vivmcwaters.com.au/
Thanks to Faris Jakob for his presentation Be Nice or Leave (I lifted a few slides from you) -
http://www.slideshare.net/farisyakob
Thanks to crew at NESTA Connect this great blog post on Valuing Networks -
http://blogs.nesta.org.uk/connect/2008/12/connecting-dots-and-valuing-networks.html
Thanks to Clay Shirky (http://www.shirky.com/weblog/) and Howard Rheingold (http://www.rheingold.com/) for their
books and blogs and ideas
Thanks to Karl Fish for his great Slideshow Video Did You Know (and for the use of the some of the slides) -
http://www.youtube.com/watch?v=pMcfrLYDm2U
… and finally thanks to Garr Reynolds for Presentation Zen. Without it I’m afraid all of the slides would look like slide #
28

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