Published on March 5, 2014
DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL AND ITS IMPACT ON BRAZILIAN CONSUMER BEHAVIOR AND ON THE WORK OF BRAND BUILDING FACEBOOK.COM/FBIZ
23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL AND GOOD EXAMPLES OF CITIZENSHIP IN DIGITAL WORLD FOLLOW US AT: FACEBOOK.COM/AGENCIAFBIZ
The self-indulgence, stigma placed on Brazilians through the years lost meaning and was substituted by protests of dissatisfaction throughout the whole country. The people have woken up and the current digital context has an important role in the nation’s change of attitude. ! ! To be a part of this context, F.biz followed all the forms of expression that disseminated through the social networks, channels, and digital platforms during the weeks of protest.! ! However, the work of a publicity agency doesn’t happen just behind a computer screen. Our team left the Internet and went to the streets to see and closely observe the protests.! ! Here you will follow a series of cards published in June 2013 on our fanpage, with some of the most relevant moments related to the digital culture during the ﬁrst great protest of a hyperconnected Brazil, together with our vision about how the Brazilian consumer is transforming itself and its impact on our work about brand construction.
1. 2. 3. 4. 5. 6. 7. 8. PROTEST ALWAYS ON MORE THAN UNITED, CONNECTED ACTIVISM WITH DIGITAL LANGUAGE CYBERPUNK SOCIOPOLITIC SCENE FROM BROADCAST TO SOCIAL CAST THE POWER OF CONTENT WITH CAUSE SOCIETIES CHANGED BY DIGITAL INCLUSION: WHERE CAN WE ARRIVE? HOW THIS IMPACTS OUR BRANDING WORK
PROTEST ALWAYS ON
TRIGGERING REFLECTION AND DEEP STUDY
#01 THE INTERNET AND THE STREETS BECAME ONE THING 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Blunder itself who thinks people left the Internet and went to the streets. Both environments feed back into one another. Just as the Internet helps to organize and disseminate the movement on the streets, the people on the streets who see the more current and relevant content present on the Internet.! ! Image: Publication with the hashtag #vemprarua on Flickr! [http://www.ﬂickr.com/photos/vemprarua/9078545517/]
#02 A PROTEST CONNECTED WITH THE WORLD 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
In a protest that can be seen anywhere in the world thanks to the Internet, young adults go to the streets with placards in English to extend the reach of its dissatisfaction. ! ! Image: Publication with the hashtag #vemprarua in the social networks
#03 FACEBOOK STABLISH ITSELF AS THE DIGITAL AGORA 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
With 72 million Brazilians on Facebook, the social network is used as the main way to organize and disseminate the protest in the streets. According to Datafolha, 81% of the demonstrators learned about the protests through Facebook.! ! ! Image: Free Ticked Movement event on Facebook summoning people to the protest.! [http://www.facebook.com/events/388686977904556/]
ACTIVISM WITH DIGITAL LANGUAGE
DIGITAL AS CONTEMPORARY LANGUAGE
#04 DIGITAL CULTURAL POP ICONS INVADE THE STREETS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The mask from V from Vendetta, considered a symbol of freedom of expression and adopted by the collective anonymous, became the main icon in the public demonstrations. ! Image: Publication with the hashtag #vemprarua on Flickr! [http://www.ﬂickr.com/photos/vemprarua/9078581169/]
#05 GENERATION HASHTAG 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The claims during the protests assumed the form of hashtags, a common element in the digital culture, in as much as in the social networks as on the streets.! ! Image: Publication with the hashtag #ogiganteacordou on Flickr! [http://www.ﬂickr.com/photos/fotoscadu/9071296987/]
#06 PLAYLISTS TO INSTIGATE PARTICIPATION 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Many podcasts and playlists about the topic ‘manifestation’ are co-created and shared on blogs and other social tools such as Grooveshark and Soundcloud, among many others. An example is the podcast created by journalist Alexandre Matias from suggestions collected from the social networks about songs that have the same spirit as what was happening on the streets.! ! Image: Printscreen of posts on blog and Facebook publicizing the co created podcast! [http://fubap.org/vidafodona/2013/06/16/vida-fodona-380-nas-ruas/]
#07 DIGITAL ART SERVING THE CAUSE 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Vjs chart buildings near the crowds to project videos with messages of support to the protests! ! Image: The registration of the projection on Instagram ! [http://instagram.com/p/aroDM0IFpp/]
FROM BROADCAST TO SOCIALCAST
A GENERATION WITH ITS’ OWN AGENDA, PRODUCERS OF THE CONTENT THEY CONSUME.
#08 REPORTERS OF THEIR OWN EXPERIENCES 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Cameras, mobile devices and 3G connections transform the personal experiences in shields more powerful than vinegar. ! Besides portraying the protests, the people want to show their participation.! ! Image: Publication with the hashtag #vemprarua on Flickr! [http://www.ﬂickr.com/photos/rodrigosoaresbrandao/9082565210/]
#09 INDEPENDENT NARRATIVES FROM JOURNALISM FROM STREAMING 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
People followed the protests on the streets broadcasted by independent groups streaming collaboratively.! ! Image: Printscreen of live transmission from Media Ninja channel on site #PosTV! [http://postv.org]
#10 OFFLINE MEDIA FORCED BY THE SOCIAL 16/06 | 23/06 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The discussion on the Internet wasn’t just about the protests, but also about how the press was covering it. ! TV channels, magazines and newspapers were questioned during many instances and, in many were obligated to do a retraction.! ! Image: cover of the magazine Veja on 16/06 and, one week later, on 23/06.
#11 ONLINE CONTENT WAS MORE RELEVANT THAN THE TRADITIONAL PRESS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The co-creation of content, the sensation of actively participating in the protests as an eyewitness, the perception of the lack of a pre-defined agenda, and to be free from a scheduled TV guide are the main points that made the facts shared on the Internet more closely related to the people. ! ! Image: post on the blog Não Salvo about the manifestations ! [http://www.naosalvo.com.br/senhora-da-recado-cara-a-cara-ao-choque-do-rj/]
CYBERPUNK SOCIOPOLITIC SCENE
AUTO-REGULATED: INTERNET USERS AND GEEKS VS. DIGITAL MAINSTREAM
#12 CAUSES AMPLIFIED BY THE SOCIAL NETWORKS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Just in the digital era it is possible to have protest with many causes. ! What had started with the increase of bus fare became a larger debate through social networks about different problems the Country is facing. ! This is why groups with different motivations emerged in the same protests.
#13 FREEDOM OF EXPRESSION PROTECTED BY THE CLOUD 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The confiscation of cell phones don’t obstruct the dissemination of what is recorded during the protests. ! Through the use of cloud services, like Dropbox and social networks like Instagram and Vine, the demonstrators ensure their records aren’t taken from their hands. ! Image: printscreen of messages disseminated on Facebook
#14 HACKTIVISM 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
As a form of protest, hackers invade media outlets, the traditional press social networks profiles, and even the FIFA website leaving on them messages favourable to the protests.! ! Image: printscreen of FIFA’s website on Sunday, June 23.
#15 JUSTICE HAS MANY EYES 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
At the same time as the social networks reviewed the police violence; it also exposed isolated actions of vandalism during the protests. ! Enabling a discussion between both sides.! ! ! Image: post disseminating on Facebook! [https://www.facebook.com/photo.php?fbid=632702060073974&set=a. 230939736916877.72317.100000025571678&type=1&theater]
MORE THAN UNITED, CONNECTED
POWER ON THE NET: CONNECTION + COORDINATION
#16 WI-FI SOLIDARITY 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Residents who live around the protests open access to their Wi-Fi to those on the streets. ! Also, optimized platforms to the use of cell phones and tablets help disclosing the open wireless networks.! ! Image: desliga.tv (turnoff.tv), one of the platforms used during the manifestations [http://desliga.tv]
#17 HUMAN HOTSPOTS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The picture of the “antenna man” rises to distribute highspeed wireless Internet to the demonstrators, keeping the connection mobile. Image: Making available on fan page “Revolt of the Antenna”! [https://www.facebook.com/photo.php?fbid=536429783089248&set=a. 536102743121952.1073741828.536063736459186&type=1&theater]!
THE POWER OF THE CONTENT WITH CAUSE
CITZENSHIP ALWAYS ON: A DISORGANIZED COUNTRY, LIVING AN ORGANIZED MOMENT
#18 BRAND CONTENT LOSES RELEVANCE 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The territories approached by the brands lost some of its’ sense in a timeline dominated by social and political causes, putting branding and digital marketing specialists in a moment of doubt.! ! Image: printscreen of VISA fans followers in reaction to the twitter posts about the Confederations Cup. The original post was deleted.
#19 BRAND SLOGAN REDEFINED BY THE PEOPLE 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Demonstrators pocket publicity campaigns signatures and concepts known by the public to instigate them to go to the streets.! ! Image: post on AnonymousBr4sil page
#20 HYPER MEASURABLE PROTESTS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
Almost everything is measurable during a protest in the digital era. Mentions, shares, levels of engagement, emotional repercussion, relevance of themes, main disseminators, reach, etc. It has never been as possible to monitor/x-ray a movement as large as this before. ! Image: Infographic published by the blog “The Odessa Journey” in partnership with iCustomer! [http://www.aviagemdeodiseo.com/blogbr/2013/06/infograﬁco-movimento-passelivre-nas-redes-sociais/]
#21 REDESCOVERING OF THE SOCIAL NETWORKS 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The principal characteristics of each social network were used with new purpose, in a more clear and relevant way. This episode let the people comprehend better the potential of the Internet. Will this bring more maturity to its use? This is the question.
#22 GOVERNMENT PROPOSALS REGULATED BY THE DISCUSSIONS ON THE STREETS AND ON THE INTERNET 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
The main themes discussed on the Internet became the flagships for the official government statements: fiscal responsibility and transparency of the government’s actions, political reform with focus on the fight against corruption, and improvements in the health, education and transportation sectors. ! ! Image: platform ‘Causa Brasil’, organizes by theme and period the motives in which the Country protests. ! [http://causabrasil.com.br]
#23 SMALL BIG VICTORIES 23 HOTSPOTS OF THE DIGITAL CULTURE ON THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL
These are the first steps of a generation towards a better political awareness. They already fathered some achievements: the withdrawal of the 20 cents increase of the bus fare in São Paulo, the open speech to the president’s dialogue, the veto of the PEC 37, the quick resume of the senate activities voting in favour of the use of oil royalties in the health and education sectors, and the sanction of the project that made the crime of corruption a heinous crime. All these closely followed by the social networks. ! ! Image: President’s meeting with governors, presidents and protest leaders in the news section of the Senate’s website! [http://www12.senado.gov.br/noticias/materias/2013/06/24/dilma-se-encontra-comgovernadores-prefeitos-e-lideres-de-protestos]
SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR: FISCAL RESPONSIBILITY AND TRANSPARENCY SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
We listed some examples on how other Countries act when the subject is FISCAL RESPONSIBILITY AND TRANSPARENCY:! ! Control of public spending (India)! ! The Indian Finance Ministry created a system where every government payment above INR 25.000,00 needs to be made by a system managed by general controllers of the country. Therefore, it is possible to oversee the expenditures in a transparent way. ! http://pib.nic.in/newsite/erelease.aspx?relid=82161! ! ! President’s trips (United States)! ! It is possible to follow through the profile “The White House on Foursquare the trips undertaken by President Obama and see the places visited by him and its reasons.! ! https://foursquare.com/whitehouse
HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR: POLITICAL REFORM AND PARTICIPATIVE MANAGEMENT SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
We listed some examples about how other countries deal when the subject is POLITICAL REFORM AND PARTICIPATIVE MANAGEMENT.! ! Mobile Complaints (Estonia)! ! An app called Bribespot allows the user of a Smartphone to make anonymous accusations of bribe and corruption cases which occur. The app allows informing speciﬁc details about the corruption case, such as how much money was involved, who was involved and how the process occurred. In the web version it is possible to view all the accusations on a map. ! ! ! http://bribespot.com/! ! ! Crowdsourcing Constitution (Iceland)! ! Iceland was the ﬁrst nation to develop a Constitution using crowdsourcing. The population could contribute with ideas through social networks and discuss the construction of the document. After passing through a vote, the new Constitution got 66% of acceptance and was approved.! ! http://mashable.com/2012/10/23/iceland-approve-constitution/! ! (In Brazil there are already crowdsourcing tools to discuss a possible Constitutional reform: http://apps.thacker.com.br/reformadaconstituicao/)
HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR: TRANSPORTATION AND URBAN MOBILITY SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
We listed some examples about how other countries deal when the subject is TRANSPORTATION AND URBAN MOBILITY :! ! Location of buses in real time (London)! ! The Countdown tool allows the London population to access data regarding the city’s public transport, such as ﬁnding out when the bus will arrive or leave. The information can be obtained by entering the zip code, name of the street or the ﬁvedigit code on the bus stop.! ! http://countdown.tﬂ.gov.uk/! ! ! Report of Irregularities on the Roads (United States)! ! Launched in Boston, the app Street Bump seeks to spot potholes throughout the Country roads. After the app is activated on the phone, each time the car falls in a pothole the information is automatically recorded and sent to the website. ! ! http://streetbump.org/
HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR: EDUCATION SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
We listed some examples about how other countries cope when the subject is EDUCATION:! ! The main universities around the World, for free (United States) ! ! Coursera is an online educational platform that partnered with great universities and organizations offering free online courses, connecting millions of students and professors around the globe. ! ! http://cousera.org! ! ! New ways of learning (Singapore)! ! The platform Trail Shuttle promotes learning through new experimental methodologies. Created with the partnership of the Education Ministry of the Country, the tool allows the creation of new learning programs for students, following the students’ progress for the teachers. ! ! http://www.rockmoon.sg/products.html
HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR: HEALTH SOCIETIES TRANSFORMED BY THE DIGITAL INCLUSION: WHERE CAN WE ARRIVE?
We listed some examples about how other countries cope when the subject is HEALTH. ! ! Text to Change (Uganda)! ! The project Text to Change emerged so people could take better care of their health. After sending a text message to “CHANGE”, they start receiving messages with health tips, such as how to prevent common diseases and directions on how to look for clinical treatment. ! ! ! http://www.texttochange.org/ ! ! Condom delivery (China)! ! The Beijing Government, in partnership with the Institute of Research and Family Planning, launched an app allowing people to request receiving preservatives periodically at home. Aside from this the app also sends information about sexual health and the location of clinics in which the user can ﬁnd more information about the subject with health professionals.! ! https://itunes.apple.com/app/id468314123?mt=8! ! Social Blood (Índia)! ! This Facebook app seeks to facilitate blood donation during emergency situations. Upon registration, the user informs his/her blood type. Through the app it is possible to invite friends to join the campaign, post messages in the case of emergencies or to respond to a blood donation request. ! ! http://www.socialblood.org/
HOW DOES THE FIRST GREAT PROTEST OF A HYPER-CONNECTED BRAZIL IMPACTS THE BRANDING WORK
POLITICAL PROTESTS CITZENSHIP DIGITAL CULTURE CONSUMPTION SOCIETY
BETTER CITIZENS = CONSUMERS MORE AWARE. CITIZENS + CONNECTED = CONSUMERS DEMANDING DIALOGUE. CITIZENS + ENGAGED = CONSUMERS MORE INVOLVED. (FOR BETTER OR WORSE)
RADICAL CHANGES IN THE RELATIONSHIPS AND DEMANDS OF THE CONSUMERS REGARDING THE BRANDS.
DESIRES X NECESSITIES EACH TIME MORE THERE IS EXPECTATIONS BEYOND THE BENEFIT OF THE PRODUCT AND A MESSAGE THAT IT CAN IDENTIFY YOURSELF. . BRANDS THAT HELP ME TO TRANSFORM ! . BRANDS THAT HELP ME THROUGH MY EVERYDAY LIFE ! . BRANDS THAT IMPROVE MY RELATIONSHIPS ! . BRANDS THAT ACT IN MY COMMUNITY
DIGITAL AS THE NEW ARENA OF RELATIONSHIP DYNAMICS
CATALYST SPACE ! SPACE FOR CAUSES AND ITS’ EFFECTIVE ACTIONS ! SPACE FOR RELATIONSHIPS ALWAYS ON WITH CONSUMERS ! SPACE FOR “SOMETHING MORE” OF THE RELATIONSHIP BRAND-CONSUMER
THOUGHTS BEYOND MARKETING, ADVERTISING AND COMMUNICATIONS.
WHAT DOES THE BRAND BRING BEYOND: ! A GOOD PRODUCT A GOOD CAMPAIGN AN INTERESTING VISION OF WORLD ! ?
DO WE HAVE A PLAN FOR THE ALWAYS ON OF OUR BRANDS? ! ARE WE REDIRECTING ENOUGH MONEY TO DO THIS? ! WHAT CAN MY BRAND DO FOR PEOPLE BESIDES DELIVERING A GOOD PRODUCT AND A GOOD CAMPAIGN?
DEVELOPED FERNANDO DINIZ GUSTAVO NOGUEIRA COLLABORATION BRUNO DELFINO FERNANDA CAROLINA GABRIELA BUSATO GAL BARRADAS JADE ROMANO LEANDRO MOREIRA MARIO REYS RAFAEL CAMANHO
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