It's the People Stupid

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6 comments

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+ Samantha Bell 1 month ago
Loved it Deb - thanks! Engaging, clever, intelligent and clear. Appreciated!! :)
I’m working with companies in the 'Social Business Design' arena. My focus is on people’s passions & great business. We weave people engagement (change management, org design, open space forums) with introducing people to Online Social Media (’intro to twitter’ & OSM courses - where people use their passions to get engaged in OSM & conversations) and project management & strategy for tactical execution of activities. It’s wonderful to be part of this space. Visit me at @samanthabell1 on twitter, Blog http://innergreatness.blogspot.com/ or web: http://www.samanthabell.com.au
+ christopher.bral 4 months ago
Any way to make this downloadable? I’d love to save this to my PC, just in case it goes away ;D
+ rochelledelong 6 months ago
This is a fabulous, fabulous presentation!
+ ZUHAL S 6 months ago
Sehr war und sehr schön gemacht well done
+ deb schultz 6 months ago
you are welcome - glad you liked it!!!
+ Minna Takala 6 months ago
Wonderful - thank you plenty !!!

The rules of the game we know are not going to really work - we need to learn actively.

Innovation/Learning is messy - it’s not prescriptive – that learning is the key
The whole picture has changed not merely changing the light bulb. We need to learn about the space - we don’t know everything

Underlying issues:
Behavioral Shift/
Different Rules of engagement
Code of Conduct

Bottomline - We need to have an experimentation and Innovation mindset

Markets consist of human beings, not demographic sectors.

Now along comes the social web to really make things interesting. Social Media is a 24/7 stream of subtle personal small online gestures. It is an explosion of a constant continuum of the personal. There is no beginning, middle or end. We place shift and time shift. Unlike a rock concert, or conference. If you use twitter, or have a blog or belong to any online social network and [I am pretty sure most of you do] - you know the power and value of this connectedness. I can get online and reach out across this ‘flat universe” and connect and find and relate and listen and play and share with a click – when and how I choose. We weave between and around the networks in our lives. The bits and bytes are now very personal.

The world we live in today is a blend of the grand and the personal; The episodic and the continuum; The atom and the bits; The binary and the blurry; How these two “modes” work together.
If we are now hyperconnected on the LiveWeb. We operate in a new relationship economy. Grand gestures represent an old model, the metaphor would be “ignore me ignore me ignore me - flowers on Valentine’s Day, ignore me, ignore me, ignore me - Superbowl Ad. We have to design our online experiences to reflect the social relationship driven nature of this new economy. Death to Grand Gestures.

Not about a viral video...or a blog....or a facebook app...or social media....or community
It is about your business your product and your customers How, when and where they are receptive to you
[and it better work, be easy to understand and add value to my life]

Q: OK - anyone know who said this? A: David Weinberger

“somewhere along the way, markets, what we do together, became marketing, what we do to other people.”

Exactly. Just because markets are conversations doesn’t mean that marketing is.

Marketing has to change. It has to recognize that market conversations are now the best source of information about companies and their products and services. It has to recognize that those conversations are not themselves marketing — you and me talking about whether we like our new digital cameras is not you and me marketing to each another. Neither is our conversation a “marketing opportunity.” But the temptation to see it as such is well nigh impossible for most marketers to resist.

Fortunately, the people leading the thinking about this generally do honor the conversation as the thing that must be preserved. How the meme gets taken up, however, should worry us. We need to help marketers resist their deeply bred urges. We need to make preserving the integrity of the conversation as central a marketing tenet as is not lying about product specs or prices.

Now that the concept of community and “conversation” is the talk of the town how do you walk the walk

We have moved from the data driven web to the social driven web - the softer social skills of the connector are in demand & needed.

A weaver’s skills : often a community manager, an evangelist, a catalyst

We as a business culture haven’t gotten to fully-implemented cluetrain, but we are getting closer every day

Little by little, users are getting more control, having more of a voice, changing the game faster and more often

need to stop thinking of the web as its own \"thing\" - the web we are talking about now is an ecosystem of immersive experiences (MMORPGS, Virtual Worlds), communication technologies (wireless, presence like Jaiku/twitter/aim, bluetooth), content (audio, video, text, images), social networks, sharing and syndication. Its a weave of technologies and platforms that go far beyond just having a website. Its a patchwork quilt that combines the stories and channels to create experiences for the user.

Users think of the word \"web\" to mean a lot of things... they arent hung up on labels and neither should we.

Markets consist of human beings, not demographic sectors.

I will stay in touch

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It's the People Stupid - Presentation Transcript

It’s the People, Stupid Designing Social Experiences Web2Expo 2009, SF Deborah Schultz www.deborahschultz.com
We are inherently social animals
We are organic and social We bring these behaviors with us online
anyone know a a nice Where can I find a quiet restaurant in NYC? quiet restaurant in deb, get an LG HD NYC? best place to get a drink around here? deb, it’s john thanks for email on new features The Social Web sent to dev team An explosion of the personal woot - we launched! John - when you guys launching your new API?
Death of the Grand Gesture The social web is social http://ﬂickr.com/photos/dharmasphere/83294738/
http://www.ﬂickr.com/photos/saxcubano/440777294/ It is not about this don’t be swayed by the bling
or any of this
posting Sharing creating Connecting writing customizing hacking mashing-up expressing Customizing reading linking browsing rating copying pasting reconnecting re-using socializing recreating empowering organizing joining reviewing editing tagging collaborating Community watching publishing buying commenting participating entertaining Self Expressing volunteering researching organizing listening collecting helping co-creating
\"It's not about telling and selling, \"It's about relationships”
OK, so where’s the manual? Umm – there isn’t one … http://www.ﬂickr.com/photos/98469445@N00/299313394/
New framework for a new social web ‣ Organic vs Static ‣ Emotion vs Data ‣ Relationship vs Transaction ‣ Continuum vs Grand Gesture Jump in - passion & conviction!
The participatory web requires both new design thinking and a new set of human skills and behavior
The Human Skills ‣ Listener ‣ Connector ‣ Critic ‣ Partial geek ‣ Detective ‣ Catalyst ‣ Diplomat ‣ Juggler ‣ Approachable ‣ Intuitive ‣ Inquisitive ‣ driven by relationships
Migrating the social online Think of yourself as hosting a party
Tummler an entertainer or master of ceremonies, especially one who encourages audience interaction (from Yiddish tumler, from tumlen 'make a racket'; cf. German (sich) tummeln 'go among people, cavort') NOUN: 1. One, such as a social director or entertainer, who encourages guest or audience participation. 2. One who incites others to action. ETYMOLOGY: Yiddish tumler, from tumlen, to make a racket.
Mimic the Real World - Be Human
Let’s Break it Down ‣ Handshake ‣ Greeting ‣ Response ‣ Handoff ‣ Feedback ‣ Make me smarter about me
Enter is a handshake
Date Stamp is a Social Contract I will stay in touch
Sign-in is a greeting Acknowledges me
Give to get make me smarter about me & you
Awareness/Persistence
Handoff Did you know.....
Entertain me in unusual ways
Meet others like you Wee this is fun!
Moo Cards - making printing fun!
Moo Cards - making printing fun!
Moo Cards - making printing fun!
Some practical steps ‣ Join the lives of people vs. interrupting them ‣ Find a 'place' in the 'community', be a part of it ‣ Help users participate ‣ Stand for something & offer value ‣ The love you give is equal to the love you get ‣ Think constancy not episodic ‣ Experiment: Listen. Rinse. Repeat Thanks, Deborah Schultz - @debs www.deborahschultz.com
Credits: ‣ Slide 1 - http://www.flickr.com/photos/98469445@N00/299313394/ ‣ Slide 5 - http://flickr.com/photos/dharmasphere/83294738/ ‣ Slide 6- http://www.flickr.com/photos/saxcubano/440777294/ ‣ Slide 9 - http://www.flickr.com/photos/brentdanley/195801836/ ‣ Slide 10- http://www.flickr.com/photos/98469445@N00/299313394/ ‣ Slide 11 - ‣ Slide 14 - ‣ Slide 17 - http://www.dentyne.com/index.php?cat=ads&ad=print ‣ Slide 18 - http://www.flickr.com/photos/visualdensity/309263394/