#com280 |kony2012 the most viewed viral video of all times
DESCRIPTION
What made Kony 2012 the most viewed viral video of all time and why the shift from online activism to off-line activism did not work quite well. Lecture part of the COM280 series at Zayed University, UAE.TRANSCRIPT
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The most viewed viral video of all times.
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Give people control, and they will use it..
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“We aimed for the video to build up to their April 20th action and get at least 500,000 views in 2012; we were not prepared
for the 100 million views in ten days”Chris Carver, COO Invisible Children
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Expected
Reach
The Unexpected
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The Breakthrough
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Average Kony2012
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Give people control, and they will use it..
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CONVINCED
SKEPTICAL
• ENGAGING• EMOTIONAL• WORLD AS ONE COMMUNITY• IMMEDIATE CALL TO ACTION
• OVER SIMPLISTIC• ELIMINATING KONY DOES NOT SOLVE THE PROBLEM• WHERE THE MONEY GOES?• ANACHRONISTIC
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Give people control, and they will use it..
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MAKE KONY FAMOUS
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Give people control, and they will use it..
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• AWARENESS• FROM ONLINE TO OFFLINE
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The Strategy
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The Strategy
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The Strategy
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The Online Experience
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CULTUREMAKERS POLICYMAKERS
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COVER THE NIGHT OFFICIAL VIDEO
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COVER THE NIGHT OFFICIAL VIDEO
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KONY2012
COVER THE NIGHT
ONLINE VIEWS
200.000
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Can ONLINE Activism move OFFLINE ?
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APRIL 20 2012
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Invisible Children was unprepared for their own success
Invisible Children proved that online video can move masses
KONY is now Famous
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Q&A