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