How to be an Internet Anthropologist | Social Media Week 2014
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Transcript of How to be an Internet Anthropologist | Social Media Week 2014
How to be an
Internet Anthropologist Social Media Week 2014
---
#smwanthropology
@gsg
@hughadam
@its_alexflores
an·thro·pol·o·gy / noun
the study of human races, origins, societies,
and cultures
Every minute, people pump information into the
internet.
This represents more than just numbers. These
are very human behaviors, moments,
passions, fears, and aspirations.
This is culture.
The Megaphone
Process (old timey
PR & marketing)
1.Figure out what is
important to me.
2.Shout about it,
aggressively.
3.Wonder why it’s not
becoming important
to other people.
The DJ Process
(what needs to
happen now)
1.Figure out what
other people like
now and what they
will like soon.
2.Give them those
things.
3.Repeat.
HEY LET’S ROCK IT
IN SOCIAL!!1!! WE
NEED A TWITTER
STRATEGY!!1! WE
NEED A SNAPCHAT
STRATEGY!!!! LET’S
ENGAGE WITH THE
CONVERSATIONS
LOL!!
HEY LET’S ROCK IT
IN SOCIAL!!1!! WE
NEED A TWITTER
STRATEGY!!1! WE
NEED A SNAPCHAT
STRATEGY!!!! LET’S
ENGAGE WITH THE
CONVERSATIONS
LOL!!
Why do people pin
things? Why would
they pin our things?
What are people
asking about? Can we
answer? What things
are folks obsessed
about? Could they
obsess about us?
Why do people pin
things? Why would
they pin our things?
What are people
asking about? Can we
answer? What things
are folks obsessed
about? Could they
obsess about us?
Behaviors, then channels.
Verbs, then nouns.
Ask: Why?
“Okay so just what kinds of
‘human’ behaviors are we talking
about here, guys?”
Behavior 1:
Chronicling
People chronicle live events
People chronicle trips
People chronicle achievements
People chronicle complaints
People chronicle aspirations and fantasies
Try this: Next time you’re about
to watch a televised speech,
sports event or big television
premier, follow the hashtag and
related terms.
What compels people to share
thoughts and images as they
happen?
Behavior 2:
Asking
People ask about “how?” and “what’s
happening?”
People ask about health issues
People ask about each other
Try this: Type questions into
your searches that your
company or organization
could answer.
Are people asking these
questions? Is anyone
answering?
Behavior 3:
Collecting and
obsessing
People collect artifacts
People collect “inspirational” “quotes”
People collect jokes
People collect things they want to have
People obsess over almost anything
People obsess over almost anything you can
People obsess over almost anything you can
think of
Try this: Identify one or more
things you are interested in: a
sports team, a social issue, TV
show, etc. Obsess and collect on
Tumblr, Pinterest, Instagram,
Twitter, Meetup... any new
channel you hear of.
What content finds its way to all
these channels? Could these
topics and behaviors relate to your
organization?
“Now how do you suppose we get our head
around all this and what it means for the
company?”
Make blobs.
PRODUCTS OR MISSION
PROCESSES OR DATA
PEOPLE, CULTURE
AND EXPERTS
PROGRAMS AND
INITIATIVES
LOCATIONS HISTORY
YOUR BRAND
Draw a blob and
write words in it
that make up your
organization or
issue what it is.
Distance data
Driving data
Roadside assistance
guys
Triptik folks
Infrastructure investment advocacy
AMERICA! State-specific
chapters
Old ads and
manuals
AAA
For example,
here’s one for
American
Automobile
Association
(AAA).
Maps
Distance data
Driving data
Roadside assistance
guys
Triptik folks
Infrastructure investment advocacy
AMERICA! State-specific
chapters
Old ads and
manuals
AAA
Now draw
overlaps between
your brand blob
and what people
are interested in
on the internet.
Maps
Distance data
Driving data
Roadside assistance
guys
Triptik folks
Infrastructure investment advocacy
AMERICA! State-specific
chapters
Old ads and
manuals
AAA
Maps
People who geek out
about their city or state
People collecting historical stuff
Maps and data nerds
People chronicling roadtrips
People asking about car
maintenance
Now it’s time to blob together, you guys.
So what?
This is where an effective,
people-first content strategy starts.
❏Homework: Open lots of tabs: surf Tumblr & Instagram tags,
spy on Meetup.com groups, go down the
Wikipedia rabbit hole. Get weird.
Grow and refine your brand blobs. Figure out
the connections. Ask: Which are the most
lucrative connections? What kinds of content
and activities will appeal to these people?
Thanks! @hughadam
@its_alexflores
@emily_williams
@lukepartridge
@lmamaio
@Meirabb
@jonathanmlesser
@gsg