Cluetrain at 10 - Celebrating the Customer in Charge

Stop Yelling & Start Weaving Cluetrain at Ten, 5/29/08 Deborah Schultz www.deborahschultz.com

Who am I? ‣ Strategist ‣ Geek ‣ Digital ethnographer ‣ Customer Advocate ‣ Sample Background ‣ Strategic Advisor, Social & Emerging Media P&G ‣ Director, Marketing Six Apart ‣ Executive Director, NYC Downtown Info Center Deborah Schultz www.deborahschultz.com

Some brief street cred “Amen! I refer to this as the Dr. Seuss metaphor - ‘Revenge of the Whos.’ Gone are the days when all the little Whos in Who-ville have to shout to be heard. The Web empowers all the Whos...er humans!” 3

Some brief street cred “Amen! I refer to this as the Dr. Seuss metaphor - ‘Revenge of the Whos.’ Gone are the days when all the little Whos in Who-ville have to shout to be heard. The Web empowers all the Whos...er humans!” Signature on original Cluetrain Manifesto, 1998 Deborah Schultz 3

A cluetrain refresher A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter & faster than most companies.

We are inherently social animals

Way way past Life was simple

Recent past – Tribe moves away

phone, email, god more email??!! No more email

Present The world is your oyster

The Flickrverse Thesis #6: The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

The medium is the complex, light and diverse relationship

Your are connecting everywhere, anytime

But are these relationships “real”?

God, I hope so!

I Love My Online [and Ofﬂine] Friends!!

We live again in a relationship economy Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of \"sticky\" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. Sometimes, transactions don't matter. -Jerry Michalski

Relationships are hard and messy and subtle

They come to your aid when you least expect em in weird and wonderful ways

Think of it as relationship bricolage “Bricolage is what tinkers do- collecting odd bits of stuff they think may be potentially useful, then using whatever bits seem to work in the context of some later repair job. Simple. And yet profound. Because the bits the bricoleur ends up using were not designed for the use they end up being put to”. Chris Locke

You never know which of your online contacts can impact you when and how

Sadly most organizations are Hyperlinks subvert hierarchy. silos and transaction driven

We are organic and social

Deb, it’s Marc thx for OK - n95 or the email- sent it to iphone? the dev team Discuss Anyone know a great ﬁsh place in London? Where is the best We weave place to get a drink around here? between networks within networks over and around Marc - when you guys launching your new API? woot - we launched!

When you weave, cool shit happens

http://www.visualcomplexity.com

Social Media Ecosystem - Weave Twitter Flickr Digg YoutTube Social Media Presence Stumble IM Upon Tools Del.icio.us Myspace Facebook Photo & Other Video Sites Widgets Social Other Pownce Jaiku Vox Search Tagging Networks Ning FanSites Eventful Email Chat Event Tools Forums Dopplr Events Technorati (online) YOU [company Presence Upcoming Blogosphere Video or Google individual] Dinners Blogs RSS/ Wiki(s) Feeds Events IM Podcasts Mass Media (offline) Meet-up TV Conference Partners Wikia Print Radio Wikipedia Wikis Competitors Customers Others

Companion Gardening Plants can benefit from having certain other plants close by in the garden. You can create the right mix to benefit the whole garden. “Connect on your similarities and profit from your diversities!” -Valdis Krebs

Skills of the Weaver: • Listener • Connector • Critic • Partial geek • Detective • Catalyst • Diplomat • Juggler • Approachable • Intuitive • Inquisitive • driven by relationships

How do you tune these skills 1. Be real 8. The love you give is equal to the love you 2. Participate get 3. Find your communities 9. Be multi dimensional 4. Be a catalyst 10. Be consistent 5. Engage online 11. Focus on people not 6. Engage ofﬂine tech 7. Know when to “let it 12. Listen. Rinse. Repeat go’

So get out there and relate it’s in your nature! you wont be sorry

Exercise: Baby steps to tune your “human” skills • Choose one of the Cluetrain Thesis included in this list • Identify 1-3 ways you could tune your weaving skills immediately by adjusting a current behavior to reﬂect these skills. • Discuss amongst yourselves • Share with the room 31

In fact, this presentation was “woven” via: • Sean/Ace - keeping me real on the east coast “thang” • Kevin Marks - for link to Visual Complexity sent via sidekick • The fabulous “amateur” photographers on flickr: ok2go, michele thompson, escapes, gustavg, misterbisson • My blog feed friends for thinking out-loud: Doc, Clay, Cory, Carfi, JP, Canter, Blonde2.0, Ken, Leisa Reichelt, Liz Strauss, Valdis Krebs and too many more to mention • My twitter friends for procrastination aids - you know who you are • Chris Brogan/Niro - BlogTv inspiration/screenshot • Uri Baruchin - flickr email - his visual presentation style • The passionate Andrew Rasiej and Personal Democracy Forum • Hugh McLeod - for keeping it real • Jerry Michalski - for quote during skype call • Seth Godin -for his storytelling - straight to the heart of the matter

Photo Credits • http://www.flickr.com/photos/maisonbisson/89704297/ • http://www.flickr.com/photos/gustavog/9708628/in/ set-222111/ • http://www.networkweaving.com/blog/2007/04/ companion-planting.html • http://www.flickr.com/photos/aoisakana/264436278/ • http://www.flickr.com/photos/wyoming_1/169390155/ • http://www.flickr.com/photos/eyefruit/179553810/ • http://www.VirtualCapacity.com • http://rdanderson.com/macgyver/photos/photos.htm • www.gapingvoid.com/Moveable_Type/archives/ 003948.html 33

Thanks Deborah Schultz www.deborahschultz.com presos: slideshare.net/debs

Cluetrain at 10 - Celebrating the Customer in Charge

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