social business as a form of campaigning in itself.
- fundamentally being about change
- processes, communications, purpose, commerce,
- example: Applebee’s overnight social media meltdown: photo essay
- social media: “it’s a boundary fucker”
Read: What is web 2.0 O’Reilly
The cluetrain Manifesto 1999: The end of business as usual/ reformation business/ markets are conversations/ campaigns are conversations that bring about hybrid change/ the game has changed. http://www.cluetrain.com/book/index.html
The Guardian ‘All trials campaign’ to keep science public – all pharmaceutical trials should be published whether they fail or succeed. — not a networked campaign
Buzz Machine 2005, “dell lies, dell sucks” http://buzzmachine.com/2005/06/21/dell-lies-dell-sucks/ – started blog criticising DELL customer service and user experience – at first it was ignored by Dell but then they took this experience to turn it around and created open innovation: http://www.ideastorm.com/ where lots of customer ideas actually turned into reality.
A similar open innovation website is http://www.innocentive.com/ which allows you to pitch ideas and even profit from them.
http://www.antonymayfield.com/ networks and hierarchies// making social business reality
Adapting to life in perpetual beta – there is no social media strategy – http://www.jarche.com/
http://wearesocial.net/ from a social brand to a social business- catalysed, mediated by technologies.
The IT crowd, the IT departments- affects underlying department- they have the keys in their hands- denfense/security
http://www.openideo.com/ – open innovation platform. democracy in the workplace- driven by social media. — ties back to employment
Angry Birds: exploitative example- used open source// tragedy of the commons 1960s- people will always exploit.
Stiegler “in certain dosis it can be a cure, or a poison” – relates to social media
Who actually gets to define identity? mental health? – all are being contested over now
IkeaHackers : making different things from ikea furniture- using what’s already there to create new things. – platform21.nl takes it even further.
Plasticity of second life: how social media interact with our desires and fears- Alone together – deeper psychological structures beneath
www.kickstarter.com – money version of crowdsourcing, reward systems- social validation
blmx.com- tim o’reilly – face of silicon valley – “the only way to create value is by solving real world and environmental problems. Business should just change and be about making the world a better place – shift in business ideology- big hairy audacious ideas make big companies.
Ignite talk on craftivism:
- practices positive change
- highlights causes
- form of self expression
- Betsy Greer 2003-creator
- kneed for good
- opposition to mass production
- help local communities
- enable environmental sustainability
- anti-capitalist thinking
- yarn bombing- covering statues, buildings with yarn – especially military structures
- coopa roca- high fashion brand- women in brasil living in favelas get to sew and their work can end up on the catwalk
- technology will save/repair us
- communication tools helped the spread of craftivism: flickr, fb, sharing pictures, helped create community online, — physical and digital relationship overlapt
- cohesive goals: free time and disposable required
- failure to raise awareness- you cannot find any criticism of craftivism anywhere- no debates about it
- measurement of awareness is itself a strategy –
- result of social change is not visible.
- hackspaces// stitchlondon
further class notes:
open source: practices emerged more successfully. computer scientist: orthodox thinking- affordances of technology
google/android- open source vs apple: closed.
trajectory of social changes are coming from everywhere and is highly ambiguous, but where is it going?
Create, define, outreach, promote, rewards,
Idea: create a multicultural musical version of Bob Marley’s “one love” with people from all over the world singing in diff languages, using traditional instruments. create a 5min new version of his song.
- Pledge £5 or more: you receive a personalised gift card
- Pledge £10 or more: you receive a personalised gift card and a download of the song
- Pledge £25 or more: you receive a personalised gift card, a signed cd and a download of the song.
- Pledge £300 or more: you receive a signed guitar (original from the song) plus all the above
- Pledge £1000 or more: you can spend the day with the team and realise one of your ideas for the music video and be credited for it.
Animation of a spinning globe, zooms in on each continent with different “sounds/musical traditions” – all comes together to produce “one song” – bob marleys one love version starts to play – “come together ”