sxsw 2015: wild efficiency - the natural architecture of social media

Wild EfficiencyThe Natural Architecture of Social Media

We are nothing if not the

STORIES WE TELL

Allen Ginsberg

Whoever controls the media... controls the culture“

“Edited Photo by Nigel’s Europe & Beyond (Flickr: Creative Commons)

Edited Image by Kristian Bjornard (Wiki Commons)

Words, once they are printed, have a life of their own“

“

Carol Burnett

Van Morrison

Television became the new religion a long time back & the media has taken over.

“ “©2014 Copyright. Patrick Mulford. All Rights Reserved.

ADVERTISING DOGMA

Social Networks are

LIVING ORGANISMS

Edited Photo by Thomas Hawk (Flickr: Creative Commons)

Multi-Cellular Life

Life Spreads...

The Social Organism

All living organisms are defined by distinct characteristics 7

Life adapts to its environment:SOCIAL NETWORKS ALSO RESPOND ORGANICALLY & CHAOTICALLY.1

Edited Image: Robert Plutchik (Wiki Commons)

Life reacts to external stimuli:THE SOCIAL ORGANISM REACTS TO EMOTIONAL STIMULI.2

ALL DECISIONS HAVE AN EMOTIONAL COMPONENT

Royalty Free Image: Shutterstock.com

HUMAN NEEDS ARE PRIMAL NEEDS

Life must be nourished:SOCIAL ORGANISMS FEED ON HUMAN EXPRESSION.3

SOME OFUS BRAG

Photo by Trey Ratcliff/Stuck in Customs (Creative Commons)

OTHERS SEEK

Image: Public Domain CC0 1.0 Universal (Pixabay)

SYMPATHY

WE MAKE PUBLIC AFFIRMATIONS

©2014 Copyright. Patrick Mulford. All Rights Reserved.

& CURATE OUR SELF

I’m desirable

I’m...$#@*!!I’m famous

I’m funny

I’m attractiveI’m adventurous

I’m cool

(ie)

Life has different levels of organization:SOCIAL NODES BUILD A STRUCTURE THROUGH AFFILIATION.4

Photo by Konstantin Malanchev (Creative Commons - Wiki)

©2014 Copyright. Patrick Mulford. All Rights Reserved.

BEDROOM WALLThe

BEDROOM WALL

Influencers

Friends

Family

Places

Art & Entertainment

BrandsAffinity Groups

Social media is the new

This is my aspirational

AESTHETICHere’s how I

wish to be seen

PROFESSIONALLYThis is the

NEW MUSICI value

This is myIDEALIZED LIFE

METhis is

Life regulates its internal environment:THE SOCIAL ORGANISM RUTHLESSLY RIDS ITSELF OF POLLUTION.5

Royalty Free Image: Shutterstock.com

WE ONLY SHARE MUTUAL VALUES & PASSIONS

When someone likes or shares the content you post, it reinforces your sense of belonging within your social network.

REASSURANCE

©2011 Copyright. Hiroshi Ishii, MIT Media Lab

VALUESCONNECT PEOPLE

43 Million Followers on Generic About Page

Apple have never posted ANYTHING!

We assign value from a position of neutrality, and without incentive.

6.7 Million Followers

508 likes per post

52 Million Followers

1.9 million likes

50,277,00042,348,000 39,332,00040,802,000

51,961,00094,110,000 38,073,000 46,045,000

THE MOST ‘LIKED’ BRANDS SELL FEELINGS

Life replicates itself:THE SOCIAL ORGANISM REPLICATES THROUGH MEMES.6

Telling a joke to your mates is an

ACT OF BRAVERY

©1957 Copyright. 12 Angry Men, MGM Studios.

MEMES LIMIT THE RISK

Life spreads:THE SOCIAL ORGANISM IS GAINING STRENGTH & UBIQUITY.7

Royalty Free Image: Shutterstock.com

Social media has the power to ELEVATE HUMANITYBecause the value that connects more people

than any other is GOODNESS

Royalty Free Image: Shutterstock.com

‘‘

‘‘

TAKEAWAYS

01 Social Media is a living organism, that abides by natural laws more than it does mechanical ones.

TAKEAWAYS02 People only use social for four reasons…

i) Communicationii) To share life momentsiii) To affiliate themselves with things that have meaningiv) To share mutual values and passions.

TAKEAWAYS

03 Social is good for more than arguments about the color of a bloody dress!

It allows us to evaluate what’s important in the world.

Thank You

#SocialArch @PatrickMulford