yes, i do mind the gap
Post on 17-Oct-2014
23.193 views
DESCRIPTION
Presentation I gave at Leading Social Change during National Advertising Week January 26, 2010.TRANSCRIPT
yes, I domindthe gap
business, onlinecommunities andcultural tourism
this isn’t a talk about
social networks
A.because most business values don’t align with community values.
18%trust what they read in ads to be the truth.
info: ADWeek dec09
21%of employees are truly engaged in their work
info: Towers Perrin Global Workforce Survey 09
38%trust business to do the right thing
info: Edelman 2009
42%believe in ghosts
info: Poll Harris Interactive 2009
76%believe in miracles
info: Poll Harris Interactive 2009
89%expect to be able to interact with brands.
stat: WebProNews Oct09
how?
m o s t businesses are tourists
community
telltale signs of tourism:
“these natives have quite the life! mañana, baby!”
“s/he spends her whole day socializing and having fun on twitter/facebook! wish I could get paid for that!”
“when you cut through all of the ‘inane babble’, there are some valuable posts on twitter.”
there’s
in them there tweets
subtext
“Eating a fennel salad with miso dressing. Nom nom.”
subtext“I care about my health, so I eat well.”
“I want my friends to admire my good eating habits.”“I would like to connect to other vegetarians.”
“Meeting up with @friend123 and @friend321 (@Club Fun) http://4sq.com/8e78m9”
subtext“I would love more friends to come and join us.”
“I’m keeping track of where I go out and with who.”“Where I go and who I hang with may tell you a little
about who I am.”
Multiple tweets at multiple times of the day...
subtext“I’m lonely.”
“Hear me. Value me. Connect to me.”
you are what you
tweet sorta!
twitter18m + estimated ‘users’
57% womenmen have 15% more followers
66% under 25 yrs old
stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
85% tweet <1x per day1.1% tweet >10x per day
75% all Twitter activity comes from 5% of users94% of Twitter users have <100 followers
0.68% of Twitter users have >1000 followers92% follow <100 others
social networks
SN’s more popular than email (67% - 65%)
stats from: Neilsen Mar09, Facebook public Statistics Jan10,
Women are more active in most SN’s (avg 53%)Social networks are more popular than porn
Amount of time spent on FB increased 566% in 093.5 billion pieces of content shared each week
>500k FB Apps made by >1M developers>100k iPhone apps, downloaded >2B times
Total
Keep in touch with friends 75%For fun 55%Keep in touch with family 41%Invited by someone they know 30%Keep in touch with classmates 30%Keep in touch with business network 5%Job searching 4%Business development/sales 3%Searching for new hires 1%Other 4%
Why people are on social networks
stats from: eMarketer Jul09
huge opportunity
value disparity
bigb
usin
ess co
mm
unitiesgapfreakin
Why is it that managers are so willing to
acknowledge the idea of a company dedicated to
timeless human values and
yet so unwilling to become practical advocates for those values within their own
organizations?
- Gary Hamel, Wall Street Journal 01/13/10http://blogs.wsj.com/management/2010/01/13/the-hole-in-the-soul-of-business/
http://www.flickr.com/photos/aesum/3482640675/
“You've gotta stand your ground for freedom,
beauty, truth, and love.”the Bohemians
http://www.flickr.com/photos/manfrys/2226178289/
truth
http://www.flickr.com/photos/fiatluxe/150714757/
beauty
freedom
lovehttp://www.flickr.com/photos/laughingsquid/2476324694/
it is no coincidence that the companies that
espouse human values are the
darlings of online communities.
I ‘Googled’
you
TM
2nd most mentioned brand on twitter - after Starbucks - with a 97% neutral to positive sentiment rating*.
* from http://twitrratr.com/search/google
2,200 attendees. 64% of laptops at
Le Web were apple.
1,008 iPhones.http://www.flickr.com/photos/scobleizer/4171576818/
“Craigslist gets more traffic than either eBay or Amazon.com. eBay has more than 16,000 employees. Amazon has more than 20,000. Craigslist has 30.”
sept 2009, wired magazine
http://www.flickr.com/photos/loiclemeur/4175443352/
valuescommunity
1. generosity2. stories>stats3. agility4. compassion5. authenticity
generosity aboundsin onlinecommunities
but so does reciprocity...
the gift economy
the more u give
the more u receive
depositsexamples:
helping someone solve a problem
attending community events
showing real interest in what someoneelse is working on
using your network to do something goodfor the community
demonstrating you implement people’ssuggestions
withdrawalsexamples:
asking someone else for a favor
promoting your own events or sales
asking for an introduction to someone intheir network (intro up)
acting competitively
name dropping
pitching someone
measuringlike it
matters
quantity
numbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbers numbersnumbersnumbersnumbers
qualitystoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstories
meaningfulnumbers havestories
http://www.flickr.com/photos/cambodia4kidsorg/3587556872/ + http://beth.typepad.com/
ACTION!
embracing the chaos
is scary
much to fear
much to gain
luck1. lucky people follow their intuition
2. lucky people balance rationality with gut instinct3. lucky people go out and meet new people and
expose themselves to new situations4. lucky people see the positive side of situations
5. lucky people are more relaxed and openfrom scientific study by Richard Wiseman: The Luck Factor 2003
http://www.ted.com/talks/barry_schwartz_on_our_loss_of_wisdom.html
a story about wisdom
rules are guidelines and not substitutes
improvising is a form of art.
real life is full of ambiguity.
Q.how can we teach wisdom and these abilities to everyone instead of increasing the number of rules?
the new Turing test
“any action that prioritizes rules, protocols, logic, efficiency, procedures or any other type of pre-set guidelines at the cost of relationships or compassion towards other human beings indicates robot.”
authenticity
people robots♥
butonly when those robots exhibit treasured human emotions: love, compassion, remorse, generosity, etc.
Q.so why the heck do we have to go and get all evil robot so much of the time?
instead of a personal brand, why not get a personality?
http://www.flickr.com/photos/stewtopia/3355277605/
I ‘Googled’
you
TM
liar pants on fire
de-robotize
I told you this wasn’t a talk about
social networks
social worldwhich we are ALL a part of...
When we value money over
human beings and then add technology, I get nervous.
yes, I domindthe gap
tara ‘missrogue’ [email protected]
514-679-2951twitter: @missrogueskype: sanfranrogue
http://www.horsepigcow.comhttp://www.thewhuffiefactor.com
http://www.slideshare.net/missrogueimages from: http://www.shutterstock.com
(unless marked from Flickr.com + AVATAR + Wall-E )