The

Micro-Sociology
                         of Networks




David Armano, VP Experience Design, Critical Mass // critica...
this isn’t the story
this is
mostly true
Human nature doesn’t change.
Human behavior does.
our needs are basically the same
technology doesn’t make us social
it influences our behaviors
media is micro
print     radio    broadcast    digital




        from past revolutions
to present
how has our
 behavior been
influenced?
we stopped consuming media
and started producing it
we’re sharing our ideas openly
and giving away our secrets

Sharing our ideas openly
we’re building our personal brands
and becoming micro-celebrities
while celebrities become more like us
our social circles expand
from intimacy to ambient intimacy




                      Source: Reach Cards



   Robin Dunbar’s threshold of maximum ...
as we manage our “friends”
and contacts
a perfect storm…
our worlds

collide
my boss is on facebook
we’re streaming our lives
and deaths…
we experience collectively
…participatory

Over 136 million pageviews
More than 21.3 million live video streams since 6am
1.3 million concurrent live...
our communication is becoming effortless
and instantaneous
micro-social economics
          are

  niche
nearly anyone can influence
especially within their niche
the social web thrives on it
social economics have

 equity
connections are currency
Whuffie has replaced
money, providing a
motivation for people to do
useful and creative
things. A person's Whuffie
is a ge...
currency gets spent
finding support in networks:

   micro-
philanthropy
Over $11,000 in 2 days
566,144k members. 14,244 wall posts. 1 cause.
we relied on institutions




individual    institution
we rely on each other




individual    networks
networks as
human filters
search provides information
networks can filter signal from noise
moving toward
a people powered

   web
“I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company
humans   not optional
are we coming full circle?
“more human
 than human
  is our motto”
     ~bladerunner
insights into behaviors lead to innovations
innovations
   help
 people
“Same as it ever was” ~Talking Heads
The

Micro-Sociology
                         of Networks




David Armano, VP Experience Design, Critical Mass // critica...
Micro Sociology 090305164754 Phpapp01
Micro Sociology 090305164754 Phpapp01
Micro Sociology 090305164754 Phpapp01
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Micro Sociology 090305164754 Phpapp01

  1. 1. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano
  2. 2. this isn’t the story
  3. 3. this is
  4. 4. mostly true
  5. 5. Human nature doesn’t change. Human behavior does.
  6. 6. our needs are basically the same
  7. 7. technology doesn’t make us social
  8. 8. it influences our behaviors
  9. 9. media is micro
  10. 10. print radio broadcast digital from past revolutions
  11. 11. to present
  12. 12. how has our behavior been influenced?
  13. 13. we stopped consuming media
  14. 14. and started producing it
  15. 15. we’re sharing our ideas openly
  16. 16. and giving away our secrets Sharing our ideas openly
  17. 17. we’re building our personal brands
  18. 18. and becoming micro-celebrities
  19. 19. while celebrities become more like us
  20. 20. our social circles expand
  21. 21. from intimacy to ambient intimacy Source: Reach Cards Robin Dunbar’s threshold of maximum number of individuals “Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.” ~Leisa Reichelt
  22. 22. as we manage our “friends”
  23. 23. and contacts
  24. 24. a perfect storm…
  25. 25. our worlds collide
  26. 26. my boss is on facebook
  27. 27. we’re streaming our lives
  28. 28. and deaths…
  29. 29. we experience collectively
  30. 30. …participatory Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
  31. 31. our communication is becoming effortless
  32. 32. and instantaneous
  33. 33. micro-social economics are niche
  34. 34. nearly anyone can influence
  35. 35. especially within their niche
  36. 36. the social web thrives on it
  37. 37. social economics have equity
  38. 38. connections are currency
  39. 39. Whuffie has replaced money, providing a motivation for people to do useful and creative things. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions ~Wikipedia
  40. 40. currency gets spent
  41. 41. finding support in networks: micro- philanthropy
  42. 42. Over $11,000 in 2 days
  43. 43. 566,144k members. 14,244 wall posts. 1 cause.
  44. 44. we relied on institutions individual institution
  45. 45. we rely on each other individual networks
  46. 46. networks as human filters
  47. 47. search provides information
  48. 48. networks can filter signal from noise
  49. 49. moving toward a people powered web
  50. 50. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  51. 51. humans not optional
  52. 52. are we coming full circle?
  53. 53. “more human than human is our motto” ~bladerunner
  54. 54. insights into behaviors lead to innovations
  55. 55. innovations help people
  56. 56. “Same as it ever was” ~Talking Heads
  57. 57. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano
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