like minds 2010 - an outsiders view of social media
DESCRIPTION
Jonathan Akwue's presentation at Like Minds 2010. Includes what Social Media can learn from Hip-Hop and how Social Media saves livesTRANSCRIPT
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Making Connections
Jonathan AkwueAn Outsiders View of Social Media
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Who am I? Confession I’m not a social media guru
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Illustration
Graphic Design
Youth Engagement
Social Marketing
Service Design
Management Consultancy
Communications strategy
I’m a Director of a Management Consultancy - but I didn’t get here straight from Harvard or MIT - the back drop to my life has been urban culture, youth engagement, and working in many parts of the creative and communications industries
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Digital thinking and innovation
Digital Public is part of Engine, the largest independently owned communications company in the UK
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This is an outsiders view. I want to start by talking more broadly than social media to think about the impact of Digital technology on society more generally
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Digital technology doesn’t always make
things betterImage courtesy of http:/ www.officemuseum.com
I’m sure when this photo was taken at the Computing Division, Veterans Bureau, Washington DC, 1929 they thought it was state of the art, and things would only get better..
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80 years on, what’s changed?
...but 80 years on, what’s really changed?
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A better banking system?We used to queue inside banks, now we queue outside
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“Press 1 for more options...”
Improved call handling systems? How long does it take to find the help you need?
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Digital solutions don’t always benefit the
customer Does anyone actually find these self-service tills easier to use? If not, who gets the benefit?
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We are willing to make compromises to save money...
We can live with no frills if we receive the benefits
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The Google generation is fighting back, using digital against corporations. As we will see, this presents a key challenge
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We use the things that make
our life easier
91% of iPhone users would recommend the device to others. This creates the potential for a massive channel shift.
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Myspace was right...
...it’s their space, not yours
Key characteristic of Social Media is its ability to connect people together
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Urban Mashup
I was lucky enough to grow up during one of the biggest cultural movements to emerge in the 20th Century
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It started on August 11th in 1973 at a High School event in New York, DJ Kool Herc did something that gave birth to a global movement... he started mixing
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What the web can learn from Hip-Hop
This lead to a new cultural form called Hip-Hop. But what can its development teach us?
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Hip-Hop culture: B-boys, DeeJays, MC’s (Rappers), Writers (Graffiti Artists).
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Most of us know that in 1977, the Apple II was among the first successful personal computers and was responsible for changing the way we use computers
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However you may not be aware that a year later the Technics SL-1200MK2 changed the way we interact with music. The base model is still in production 30 years later
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The Akai S900 (1986) was the first truly affordable digital sampler. Hip-Hop producers were so grateful, one of them named a song after it.
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The idea of taking some one else’s music, sampling it, remixing it, and republishing it was considered theft. But among the community it operated like a creative commons license. Music industry Lawyers found a way to make the Hip-Hop producers pay, and arguably stifled innovation in the process
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Rap music gave a voice to a generation...
When MC’s emerged as the dominant voice of disenfranchised African-Americans, Rap music really took off
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...but what they had to say shocked the
mainstream
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The same thing is happening with Social Media
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Social Media draws together Like Minds...
...but some Like Minds are more dangerous than
others
There are darker uses for social media that create new challenges
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Some unlikely winners emergeSocial Media and Hip-Hop have also created some unlikely winners. Granted, a kid from Harvard always had a better chance of making it than a kid from a poor housing project in New York. But who would have guessed that MarK Zuckerberg would become the youngest ever billionaire, and Jay-Z would have the most number 1 albums by a solo artist on the BillBoard 200 in history?
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However, by 2006 the Rap artist Nas declared what others were already saying privately. Hip-Hop was dead. What happened?
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“Hip-Hop is Corporate America’s QVC”
Crass selling out by artists to corporate America meant that Hip-Hop was losing touch with its key audience.
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This is a key lesson for Social Media to learn from, try to hard to make money by infringing on people’s spaces and your users will punish you. Ironically, it seems Myspace didn’t learn this lesson. It’s one Twitter will need to
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One of the important cultural shifts that Hip-Hop helped to foster was the idea of an Open Source culture where people are free to take what other people have made, and build on it. This has created what Lawrence Lessig calls “Remix culture”
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But with all this remixing going on - how does anyone make money? This is what Matt Mason calls The Pirate’s Dilemma. What do you do if people expect everything on the web to be free, and they don’t want advertising either?
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“At the end of the day, the police, the social services, the
government, they can all f**k off
because in this society we are the government. They
don’t do nothing for us.”
There’s another problem. Some young people are becoming increasingly disconnected (Nick Barham).
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How do you connect to people that don’t want to know you?
This is a key challenge for corporations, but even more so for public services - because no body really wants to talk to government unless they’ve got a complaint
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Provide services in their space, not yours
Digital Public’s Service Innovation model - Systems thinking to solve complex problems
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Preventing Teenage Pregnancies using Social Media
Is it possible? Absolutely.
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More detail on the Service Innovation approach
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Over a two-month period, more than 46,000 users engaged in webchats with
health information advisors
This was not a banner ad campaign. We built a virtual sexual health clinic, and put the front door in Bebo. The average webchat lasted 12 minutes, and users reported making changes to their behaviour based on the conversations.
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Engaging families
We have also used social media to help provide support for families. Working with the Department for Children, Schools and Families to develop a set of new services for parents
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• They do not want advice on parenting from the government • Support at times that suits their needs and lifestyles
Parents want and need support but:
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Started life as Parent Know How - now Family Information Direct
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Funded a whole bunch of services
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Supporting parents on the
edge using Social Media
One organisation in particular demonstrated how you can use social media to reach parents on the edge of a breakdown
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This isn’t using social media to tell people what you had for lunch. Netmums created a virtual drop in clinic that has actually saved lives. It wasn’t even our idea - it was theirs. We just created the opportunity for them to expand it.
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What does the future
hold for Social
Media?
Massive Opportunities
We’re just beginning to scratch at the surface of what is possible. The opportunities to connect people to people to transform services is something that we are still getting our heads around. It has massive implications for business, government and the Third Sector
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I’m just glad to be a part of it - aren’t you?