People have talked about the social 'ecosystem', as if it comprises distinct, intelligent consumers for a long time. But they’ve always overlooked one key fact: social-media networks are the heart of the ecosystem. They are holonic structures – individual, but acting as a whole. The creation of social media networks turned computers and smartphones into something amazing: doorways into a landscape, nourished by content and thriving on emotion expressed through the act of sharing. Sharing is the single most important activity that happens on social networks. Our physical computer networks are merely the substrate for a new meta-creature, the social organism. Sharing feeds the living organism, and a new form of social media creates itself in the process. CEO and Founder of theAudience, Oliver Luckett, explains the social-media organism through the lens of biomimicry, where you can see the seven basic rules that facilitate life itself are remarkably similar to seven basic principles that drive social media success.

1. Wild EfficiencyThe Natural Architecture of Social Media

2. I’m Oliver Luckett
CEO of
We’re the world’s largest
publisher of
influencer-amplified
social content.
We leverage proprietary creative and analytical
processes - focused exclusively on social media -
and develop and execute campaigns that turn
messages from brands into meaningful content that
consumers can’t wait to share with their friends.

3. Allen Ginsberg
Whoever controls the media...
controls the culture“
“

4. The church’s broadcast messages were defined by Dogma, Iconography,
Authority and Incontrovertible Truths

5. Broadcast Architecture

6. Advertising
Dogma

7. BUT social is the first media
network created by consumers*
*a network of living organisms, that was created to fulfill personal, emotional needs

10. UREKA !!

11. THE HOLONIC
ARCHITECTURE
OF LIFE

12. LIFE SPREADS

13. THE SOCIAL ORGANISM

14. All living organisms are defined by distinct characteristics7

15. Life must be nourished:
THE SOCIAL ORGANISM IS NOURISHED BY HUMAN EXPRESSION.

16. Life reacts to stimuli:
THE METABOLISM OF THE SOCIAL ORGANISM IS EMOTIONS.
The Plutchik Emotion Circumplex

17. Life exchanges with its environment:
THE SOCIAL ORGANISM’S METABOLISM IS THE EXCHANGE OF EMOTIONS.

18. Life rids itself of pollution:
THE SOCIAL ORGANISM PROTECTS ITSELF FROM NEGATIVITY AND SPAM.

19. All life has the ability to flow and move internally:
THE SOCIAL ORGANISM FLOWS THROUGH FRICTIONLESS SHARING.

20. Life evolves through reproduction:
THE SOCIAL ORGANISM EVOLVES THROUGH MEMES.

21. Living things become larger & more complicated as they grow:
THE SOCIAL ORGANISM IS ARRANGED THROUGH AFFILIATION.

22. Three years ago we started publishing social
content for A-list celebrities
Within a year we were reaching
a billion people EVERY MONTH

23. ...and we have the data, the tools and the
publishing infrastructure to segment and
target influence in the social organism
Content Management
Centralized storage & organization for content & images
Publishing Workflow
Content creation, approval & publishing
Editorial
Calendaring
Cross-platform content
scheduling at a glance
Performance
Analytics
Performance reporting for
key social media metrics
Performance Insight
Extracting key learnings & insight from the data
Audience Overlap
Examining audience behavior & overlap with other brands

24. We realized that we were sitting on top of a giant media network, where every
node was as powerful and as influential as its connections.
SOCIAL CHANGES EVERYTHING!

25. It changes the way you market a movie

26. It changes the way you promote an event

27. “Every time I reach a new audience, that means I’m doing something right.”
- PitbullIt changes the way you move a nation

28. It changes the way you sign a new artist

29. It changes the conversation

30. The Dove Beauty Sketches video has been viewed over 200 million times in 25 languages.
...and it fundamentally changes people’s relationships with brands

31. Social
Assessment
Campaign
Strategies
Campaign
Execution
Influencer
Activations
We’ll audit your current
social footprint, publishing
processes, and content, and
rank you against the
competition.
Then we’ll provide you with a
comprehensive set of
recommendations for what
you can do better across all
relevant platforms.
We’ll provide you with
detailed Playbooks for how
to execute your marketing
campaigns successfully
across social platforms, with
a strong focus on detailed
roadmaps and content
calendars oriented around
your specific KPIs.
We’ll create and publish the
content for your campaign,
working closely with your in-
house and third party agency
resources where relevant.
We’ll activate hand-selected
influencers – individuals with
large, relevant populations
on social networks – to
extend your brand
organically into the
conversations that your
consumers are already
having on social platforms.

32. Oliver Luckett Oliver@theAudience.com Tel: 323.984.9777
Thank You