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1
1
Confidential © 2014
Confidential © 2014
Social strategy & modern warfare
As digital marketers, we’re constantly thinking about how to harness the power of social to incite mass
awareness and participation for brands, products and ideas. But what if the idea is to topple a government? To
start a war?
Photo credit: Michael Christopher Brown, Magnum, for the New York Times
amy brown, amy.brown@iris-worldwide.com
@amy_p_brown
2
2
Confidential © 2014
“The future of war is about winning people, not territory.”
-  Brig. Gen. James B. Linder, Commander, United States Africa Command
3
3
Confidential © 2014
If the future of war is about winning people, the tools to win will be
tools of participation. Enter social media.
4
4
Confidential © 2014
From YouTube strategies to memes,
social media is being used not only by
civilians to drive change, but by
governments, militaries and rebels alike
to shift beliefs and change the
dynamics of war.
5
5
Confidential © 2014
There are many factors at
play in today’s constantly
shifting digital landscape.

With people sharing more
data than ever before–how
does the concept of the
digital footprint change the
dynamics, both good and
bad?
6
6
Confidential © 2014
Much of the battlefield today
sits on 3rd-world infrastructure.

How does this change the way
digital tools and technology are
deployed?
7
7
Confidential © 2014
learn how
social media is
altering the
landscape of
modern
warfare.
Sxsw 2014
What are the strategies being used by
governments, militaries and rebels alike
to incite participation in a belief?

How is social media changing the
mandate of modern militaries?

What are the strategies being used by
governments, terrorists and civilians alike
when it comes to getting people behind a
belief or idea?

What kinds of security risks are inherent
in a landscape of channels always in
beta?
8
8
Confidential © 2014
THANKS
amy brown, amy.brown@iris-worldwide.com
@amy_p_brown

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Social Strategy & the Landscape of Modern Warfare

  • 1. 1 1 Confidential © 2014 Confidential © 2014 Social strategy & modern warfare As digital marketers, we’re constantly thinking about how to harness the power of social to incite mass awareness and participation for brands, products and ideas. But what if the idea is to topple a government? To start a war? Photo credit: Michael Christopher Brown, Magnum, for the New York Times amy brown, amy.brown@iris-worldwide.com @amy_p_brown
  • 2. 2 2 Confidential © 2014 “The future of war is about winning people, not territory.” -  Brig. Gen. James B. Linder, Commander, United States Africa Command
  • 3. 3 3 Confidential © 2014 If the future of war is about winning people, the tools to win will be tools of participation. Enter social media.
  • 4. 4 4 Confidential © 2014 From YouTube strategies to memes, social media is being used not only by civilians to drive change, but by governments, militaries and rebels alike to shift beliefs and change the dynamics of war.
  • 5. 5 5 Confidential © 2014 There are many factors at play in today’s constantly shifting digital landscape. With people sharing more data than ever before–how does the concept of the digital footprint change the dynamics, both good and bad?
  • 6. 6 6 Confidential © 2014 Much of the battlefield today sits on 3rd-world infrastructure. How does this change the way digital tools and technology are deployed?
  • 7. 7 7 Confidential © 2014 learn how social media is altering the landscape of modern warfare. Sxsw 2014 What are the strategies being used by governments, militaries and rebels alike to incite participation in a belief? How is social media changing the mandate of modern militaries? What are the strategies being used by governments, terrorists and civilians alike when it comes to getting people behind a belief or idea? What kinds of security risks are inherent in a landscape of channels always in beta?
  • 8. 8 8 Confidential © 2014 THANKS amy brown, amy.brown@iris-worldwide.com @amy_p_brown