Social media is disruptive not by directly challenging institutions, but by enabling people to organize independently of institutions. It allows people to escape old systems and create new worlds together. Additionally, social media deconstructs traditional binaries by allowing people to both produce and consume content, taking on roles as "prosumers." This blurs the lines between top-down and bottom-up perspectives. Networks form where consumers and vendors collaboratively create value. The rise of prosumer culture challenges traditional business models and the distinction between businesses and consumers.

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2. Privacy and state surveillance

9. Social media revolution?
The notion of ‘revolution’ is inappropriate
• Revolutions directly challenge institutions
1. Either revolutionaries take over the
institutions (and become the new overlords)
2. Or revolutionaries destroy the institutions (and
risk social disintegration)

10. Social media revolution?
Social media is disruptive not because it leads
people to challenge institutions but because it
enables people to organize independently of them
• We have inherited the nomadic instincts of the
60s counterculture: we are escaping the old
world to create new worlds together

12. Hegel and Marx on the end of history
G.W.F Hegel (1770-1831)
Karl Marx (1818-1883)

13. Deconstruct binary thinking
Jacques Derrida (1930-2004)
• History does not develop through
struggles between opposites. It
subverts binaries and proceeds from
deconstruction to deconstruction
• Deconstruction happens when we
see beyond the binaries that govern
our thinking. Expectations unravel
and ‘impossibility’ becomes possible

14. Deconstruct binary thinking

15. Prosumers: a cultural deconstruction

16. Prosumers: a cultural deconstruction
1. Bottom up perspective: ‘we are collectively
producing what we consume, transforming value
systems, institutions and industries in the process’
2. Top down perspective: ‘we are being exploited for
profit by social media companies. Our passion and
generosity is harnessed to produce data for the
purpose of creating targeted advertising’
Deconstruction happens when we see beyond the
binaries that govern our thinking. Expectations unravel
and ‘the impossible’ becomes possible

17. Prosumers: a cultural deconstruction

18. Prosumers: a cultural deconstruction

19. Prosumers: a cultural deconstruction

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23. The enabled economy
Traditional industries paid us to produce goods and services. They sold the goods and
services to us as consumables and made a profit in the process.
• Net generation businesses do not exploit producers – they enable them to produce
the goods and services they consume
• Innovation comes from a partnership between platform providers and prosumers
• Corporations seek to grow ecosystems of collaborative businesses
This is a socio-economic deconstruction. We
are disintegrating the distinction between ‘top
down’ and ‘bottom up’. Expectations unravel
and impossibility becomes a possibility

24. Facebook: the social data platform
• ‘We believe one of the biggest opportunities
we have is to create the identity and social
layer that all new apps and websites can be
built on top of’. Mark Zuckerberg,
‘Zuckerberg's goal: Facebook as the Developer's Platform’
http://www.businesscloud9.com

25. Facebook: the social data platform

26. Vendor relationship management

27. Vendor relationship management
"ProjectVRM [is] open source … There are now dozens of development efforts and
hundreds of individuals seeking to provide customers with the tools necessary to
make VRM a reality”
John Hagel

28. The rise of social value networks
Social value network:
1. Consumer posts an intention to buy on social web portal
2. Vendors approach consumer with offers of sale
3. Consumers and vendors form a social value network around the intention to buy
4. Consumers and vendors become prosumers, co-creating value in a network

29. The rise of social value networks

30. The rise of social value networks

31. The rise of social value networks

32. Rise of the prosumers!
Prosumer culture: born in 60s communes, continued in hacker communities, driven
through Silicon Valley by the success of Google and Facebook
• Now deconstructing the distinction between businesses and consumers

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