Jonas Lidman and I ran this workshop with Hyper Island and Berghs School of Communication in Stockholm, November 2012. It is very slightly adapted from the workshop Jonas and Mike Arauz have done for the past 2 years. You guys deserve the credit!

1. DIGITAL
PLANNING
DESIGNING FOR NETWORKS

2. DID YOU BRING
YOUR QUOTES?
PUT THEM UP!
#DIGITALPLANNING // NOVEMBER 2012

3. HEJ.
Jonas Lidman Johanna Beyenbach
Planner and Associate
Process Facilitator Strategy Director
at KAVORKA at UNDERCURRENT
@thelidman @tokyohanna
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4. #DIGITALPLANNING
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5. CREATIVE
CLIENT CONSUMER
ACCOUNT PLANNING
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6. A B
STRATEGY!
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7. I DO A R T
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8. INTENTION DOART
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9. "My formula has always been I’m big on preparing.
Prepare like crazy. But then just as you’re heading
out, half an hour beforehand, forget all of it. It’s
there. It’s in your reptile brain. Go out but feel loose
enough to grab opportunities as they come up.
Don’t just stick to the plan if you see an
opportunity."
- Conan O'Brien
Television host, comedian, writer, producer and performer.
#DIGITALPLANNING // NOVEMBER 2012

10. I DESIRED OUTCOME ART
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11. I DO AGENDA R T
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12. I DO A RULES T
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13. I DO A R TIME
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14. What if we were to willingly listen to one
another with the awareness that we each see
the world in unique ways? And with the
expectation that I could learn something new if
I listen for the differences rather than the
similarities?
– Margaret Wheatley,
Author, Teacher and Speaker, USA
#DIGITALPLANNING // NOVEMBER 2012

15. LET’S GET TO KNOW
EACH OTHER.
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16. SEPTEMBER 2ND, 2011
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17. A PERSON ON THE INTERNET FORUM
REDDIT ASKS A SILLY QUESTION.
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18. ”Could I destroy the entire
Roman Empire during the reign
of Augustus if I traveled back
in time with a modern US Marine
infantry battalion?”
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19. REDDIT USER
PRUFROCK451 ANSWERS
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20. DAY 1
The 35th MEU is on the ground at Kabul, preparing to deploy to southern Afghanistan. Suddenly, it vanishes.The
section of Bagram where the 35th was gathered suddenly reappears in a field outside Rome, on the west bank of the
Tiber River. Without substantially prepared ground under it, the concrete begins sinking into the marshy ground and
cracking. Colonel Miles Nelson orders his men to regroup near the vehicle depot - nearly all of the MEU's vehicles are
still stripped for air transport. He orders all helicopters airborne, believing the MEU is trapped in an earthquake.
Nelson's men soon report a complete loss of all communications, including GPS and satellite radio. Nelson now
believes something more terrible has occurred - a nuclear war and EMP which has left his unit completely isolated.
Only a few men have realized that the rest of Bagram has vanished, but that will soon become apparent as the
transport helos begin circling the 35th's location. Within an hour, the 2,200 Marines have regrouped, stunned. They
are not the only moderns transported to Rome. With them are about 150 Air Force maintenance and repair
specialists. There are about 60 Afghan Army soldiers, mostly the MEU's interpreters and liaisons. There are also 15
U.S. civilian contractors and one man, Frank Delacroix, who has spoken to no one but Colonel Nelson. Miraculously,
no one was killed during the earthquake but several dozen people were injured, some seriously. All fixed-wing
aircraft and the attack helicopters were rendered inoperable by the shifting concrete, although the MEU did not lose
a single vehicle or transport helicopter. As night falls, the MEU has established a perimeter. A few locals have been
spotted, but in the chaos no one has yet established contact. Nelson and his men, who are crippled without mapping
software and GPS to fix their position, begin attempting to fix their location by observing stars. The night is cloudy.
Nelson orders four helicopters back into the air at first light, to travel along the river in hopes of locating a settlement.
#DIGITALPLANNING // NOVEMBER 2012

21. MASSIVE SUPPORT AS THE STORY UNFOLDS,
WITH FANS CREATING THEIR OWN CONTENT.
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22. #DIGITALPLANNING // NOVEMBER 2012

23. AFTER 8 DAYS, MADHOUSE ENTERTAINMENT
AND PRUFROCK451 SIGN A MOVIE DEAL.
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24. "We live in Nextopia, where anyone, anywhere,
anytime can When everything is available, we want
that which we can't have. Because of that, we are
constantly waiting for the next big thing."
Micael Dalén, profesor at Stockholm School of Economics
#DIGITALPLANNING // NOVEMBER 2012

25. 1 comment. 1 week. 1 movie deal.
11 500 votes, 8 500 participants.
Massive support and collaboration.
Numerous interviews in mainstream media.
#DIGITALPLANNING // NOVEMBER 2012

26. COLLECTIVE
ACTION
BY DESIGN
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27. WHAT INTERESTS DEFINE
THIS COMMUNITY?
This is how bacon
is supposed to be.
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28. ”...we are living in the
middle of a remarkable
increase in our ability to
share, to cooperate with
one another, and to take
collective action, all
outside the framework of
traditional institutions.”
Clay Shirky
Author, Here Comes Everybody:
The Power of Organizing Without Organizations
#DIGITALPLANNING // NOVEMBER 2012

29. WE WILL BE JUDGED
BY OUR ABILITY TO
ENGAGE AND EMPOWER
A NETWORK
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30. THINGS
USED TO BE
SIMPLE
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31. THEN
THINGS
GOT
DIGITAL
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32. DOES THIS IDEA
PASS THE “I’D
RATHER BE
LOOKING AT
PICTURES OF
KITTENS” TEST?
#DIGITALPLANNING // NOVEMBER 2012

33. ”The increasingly
widespread practice of
people coming together for
effective purposes
changes our sense of who
the other is.”
Yochai Benkler,
author, The Wealth of Networks
#DIGITALPLANNING // NOVEMBER 2012

34. IMAGINE A WORLD FULL OF
PEOPLE WHO HAVE GROWN
UP TAKING GOOGLE, THE IPAD,
AND WIKIPEDIA FOR
GRANTED
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35. WHAT THE INTERNET
AWARENESS
IS GOOD FOR:
PERSUASION
SHARING
COOPERATION
COLLECTIVE
ACTION
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36. SHARING
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37. PASS ALONG
IS MADE OF
PEOPLE.
#DIGITALPLANNING // NOVEMBER 2012

38. ADAPTED FROM RESEARCH BY HENRY JENKINS
AND THE CONVERGENCE CULTURE CONSORTIUM AT MIT
WHY WE SHARE
STRENGTHEN DEFINE OUR
GIVE ME
MY COLLECTIVE
STATUS
BOND IDENTITY
#DIGITALPLANNING // NOVEMBER 2012

39. PROBLEMS = NOT RELATING TO WOMEN = RELATING TO WOMEN
JAY Z
TIGER WOODS
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40. ALMOST 30,000
VIEWS ON
BUZZFEED
WITHIN THE FIRST
48 HOURS
#DIGITALPLANNING // NOVEMBER 2012

41. MAP OF INTEREST
HIP HOP GRAPHIC
DESIGN
JAY Z GEEKS,
DORKS,
AND INFO
NERDS GRAPHICS
CELEBRITY
TIGER
WOODS
DATA
SPORTS
#DIGITALPLANNING // NOVEMBER 2012

42. COOPERATION
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43. JANE MCGONIGAL, GAME DESIGNER,
SPEAKING AT THE NEW YORKER CONFERENCE, 2008
WHY WE PLAY
ACCOMPLISH SPEND TIME GET BE PART
SATISFYING WITH PEOPLE GOOD AT OF
WORK I LIKE SOMETHING SOMETHING
BIGGER
#DIGITALPLANNING // NOVEMBER 2012

44. JANE MCGONIGAL, GAME DESIGNER,
SPEAKING AT THE NEW YORKER CONFERENCE, 2008
WHY WE PLAY
ACCOMPLISH SPEND TIME GET BE PART
SATISFYING WITH PEOPLE GOOD AT OF
WORK I LIKE SOMETHING SOMETHING
BIGGER
FOSTERING SUSTAINED ENGAGEMENT
#DIGITALPLANNING // NOVEMBER 2012

45. ”We believe that the
phrase ‘there just
weren’t any’ is no
longer good enough.”
Lina Thomsgård
Founder, Rättviseförmedlingen/Equalisters
#DIGITALPLANNING // NOVEMBER 2012

46. CASE
”EQUALISTERS”
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47. THE VISION
AN EQUAL SOCIETY - WHERE EXPERTISE IS IN YOUR HEAD
THE GOAL
A DIGITAL RESOURCE FOR CONTENT PROVIDERS AND FOR EXPERTS
WHAT POINT OF VIEW DO THE COMMUNITY SHARE
PEOPLE WHO WANT TO CHANGE THE PERCEPTION OF WHAT IT MEANS TO BE AN EXPERT
WHO ARE THE PARTICIPANTS?
★ THE EXPERTS
★ THE CONTENT PROVIDERS
★ TIPSTER
#DIGITALPLANNING // NOVEMBER 2012

48. WHAT MOTIVATIONS ARE THERE FOR PEPOLE TO CONTRIBUTE?
★ BEING PART OF A COMMUNITY
★ SHARPEN MY SKILLS AS AN EXPERT
★ PROFIT FROM MY SKILLS
★ A PERSONAL PASSION TO HELP DEVELOP PEOPLE
EFFECTS
★ MEDIA ATTENTION TV/RADIO/BLOGS/PAPERS
★ CREATE JOBS FOR THE EXPERTS
★ CREATE A PUBLIC DEBATE ABOUT OUR PERCEPTIONS ON
★ WHO CAN BE AN ”EXPERT”
#DIGITALPLANNING // NOVEMBER 2012

49. COLLECTIVE
ACTION
#DIGITALPLANNING // NOVEMBER 2012

50. COLLECTIVE ACTION
Getting a group of people to work together
towards a shared goal.
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51. DON’T EXPECT
THIS TO BE EASY
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52. UNDERSTANDING + ALIGNMENT
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53. VISION
A FOUNDATION
FOR ENGAGING COMMUNITY NETWORK VALUES
A COMMUNITY
BEHAVIORS
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54. BREAK!
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55. MIT’s Center for Collective Intelligence
has collected and analyzed 250 examples of
web-enabled collective intelligence.
#DIGITALPLANNING // NOVEMBER 2012

56. THE ELEMENTS
WHAT
OF ORGANIZING
GROUP ACTION
WHO WHY
HOW
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57. COLLECTIVE
ACTION
BY DESIGN
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58. #DIGITALPLANNING // NOVEMBER 2012

59. A WORLD WHERE WE
RIDE INSTEAD OF DRIVE
CREATE AN AGGREGATE COUNT IT’S BETTER FOR ME AND
OF MILES RIDDEN INSTEAD OF SOCIETY TO RIDE MY BIKE
DRIVEN I GET CREDIT FOR RIDING
INSTEAD OF DRIVING
CLIF BAR
2 MILE
CHALLENGE
PEOPLE WHO
LOVE RIDING BIKES
PEOPLE DOING THE
2 MILE CHALLENGE
RIDING, RECORDING MY RIDING,
UPDATING MY STATUS
TWITTER, FACEBOOK,
DAILY MILE, 2MC PLATFORM
#DIGITALPLANNING // NOVEMBER 2012

60. IT’S TIME TO CHOOSE...
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61. DEFINE AS A GROUP THE 5 MOST
IMPORTANT QUALITIES FOR
CREATING GREAT STUDENT
HOUSING
#DIGITALPLANNING // NOVEMBER 2012

62. IF YOUR BRAND IS ACCEPTABLE
TO EVERYONE, THEN IT WON’T BE
EXCITING TO ANYONE.
#DIGITALPLANNING // NOVEMBER 2012

63. PEOPLE BUY THINGS
FOR TWO RESONS:
A GOOD REASON...
AND THE REAL REASON.
– J P Morgan
#DIGITALPLANNING // NOVEMBER 2012

64. WHAT A BRAND ISN’T:
THE COMMON DEFINITION
THE SIMPLE DEFINITION
THE ADVANCED DEFINITION
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65. CONTEXT
BRAND CONSUMER
INTENTION PERCEPTION
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66. THE SPIRIT OF THE ORGANIZATION
AND THE CONTEXT IS MORE
IMPORTANT THAN THE MESSAGE.
#DIGITALPLANNING // NOVEMBER 2012

67. ”The way to gain a
good reputation is
to endeavour to be
what you appear.”
Socrates
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68. LUNCH!!!
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69. YOU ARE
APPEALING TO
MAKE STUDENT
HOUSING BETTER.
WHAT ARE YOUR PEERS’
MOTIVATIONS TO STICK WITH
YOU?
#DIGITALPLANNING // NOVEMBER 2012

70. SPEND TIME WITH PEOPLE I LIKE
ACCOMPLISH SATISFYING WORK
GET GOOD AT SOMETHING
BE PART OF SOMETHING BIGGER
#DIGITALPLANNING // NOVEMBER 2012

71. ONCE UPON A TIME,
(IN 2009…)
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72. 72
©2 010 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.

73. IKEA CHALLENGE
1. RAISE AWARENESS FOR
NEW FURNITURE LINE
2. IMPROVE BRAND
IKEA
AFFINITY AMONG
UNIVERSITY-AGE
CONSUMERS
3. GAIN INSIGHTS ABOUT
WHAT WORKS BEFORE
INTERNATIONAL LAUNCH
#DIGITALPLANNING // NOVEMBER 2012

74. TIPS FOR GOOD IDEA DEVELOPMENT:
QUANTITY BEFORE QUALITY
SET HIGH GOALS, THINK BIG
POSTPONE CRITICAL THINKING AND
SUSPEND JUDGEMENT
BUILD ON EACH OTHER’S IDEAS
THINK LATERALLY
#DIGITALPLANNING // NOVEMBER 2012

75. IF YOU ONLY REMEMBER
3 THINGS...
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76. TIME TO SHARE!
BREAK!
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77. ALL EXPERIENCES NOW
TAKE PLACE IN THE
CONTEXT OF A NETWORK
OF CONNECTED PEOPLE
#DIGITALPLANNING // NOVEMBER 2012

78. UNDERSTAND THE VALUES,
BEHAVIORS, AND SHARED
VISION OF THE PEOPLE YOU
WANT TO CONNECT WITH
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79. LOOK FOR WAYS TO SHARE,
COOPERATE, AND
ORGANIZE COLLECTIVE
ACTION
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80. WHICH QUOTES SPREAD?
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81. THOUGHTS?
FEEDBACK?
#DIGITALPLANNING // NOVEMBER 2012

82. TACK.
#DIGITALPLANNING // NOVEMBER 2012