As digital marketers, we’re constantly thinking about how to harness the power of social to incite mass awareness and participation for brands, products and ideas. But what if the idea is to topple a government? To start a war? Learn how social media is altering the landscape of modern warfare. SXSW 2014.

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Confidential © 2014
Confidential © 2014
Social strategy & modern warfare
As digital marketers, we’re constantly thinking about how to harness the power of social to incite mass
awareness and participation for brands, products and ideas. But what if the idea is to topple a government? To
start a war?
Photo credit: Michael Christopher Brown, Magnum, for the New York Times
amy brown, amy.brown@iris-worldwide.com
@amy_p_brown

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Confidential © 2014
“The future of war is about winning people, not territory.”
- Brig. Gen. James B. Linder, Commander, United States Africa Command

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If the future of war is about winning people, the tools to win will be
tools of participation. Enter social media.

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From YouTube strategies to memes,
social media is being used not only by
civilians to drive change, but by
governments, militaries and rebels alike
to shift beliefs and change the
dynamics of war.

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There are many factors at
play in today’s constantly
shifting digital landscape.
With people sharing more
data than ever before–how
does the concept of the
digital footprint change the
dynamics, both good and
bad?

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Much of the battlefield today
sits on 3rd-world infrastructure.
How does this change the way
digital tools and technology are
deployed?

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learn how
social media is
altering the
landscape of
modern
warfare.
Sxsw 2014
What are the strategies being used by
governments, militaries and rebels alike
to incite participation in a belief?
How is social media changing the
mandate of modern militaries?
What are the strategies being used by
governments, terrorists and civilians alike
when it comes to getting people behind a
belief or idea?
What kinds of security risks are inherent
in a landscape of channels always in
beta?

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Confidential © 2014
THANKS
amy brown, amy.brown@iris-worldwide.com
@amy_p_brown