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  • 1. People Powered Thinking Relationships in a Networked World PRSA DIgital Impact 2010 Deborah Schultz Altimeter Group
  • 2. Hi, my name is Deb, who are you?
  • 3. A little about me ‣Grew up on the web ‣Former web designer ‣Reformed marketer ‣Geek [alas, I don’t code] ‣Translator & connector ‣Passionate experimenter ‣Formal work ‣ Partner, Innovation, Altimeter Group ‣ Advisor, P&G Digital Advisory Board ‣ Director, Six Apart ‣ Executive Director NYC Info Center ‣ Launched
  • 4. We are inherently social animals
  • 5. Way way past Life was simple
  • 6. Recent past – Tribe moves away
  • 7. Today The world is your oyster
  • 8. We are connecting everywhere, anytime
  • 9. The medium is the relationship complex, light and diverse
  • 10. But are these relationships “real”?
  • 11. God, I hope so!
  • 12. Relationships are hard and messy and subtle
  • 13. They come to your aid when you least expect em in weird and wonderful ways
  • 14. 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
  • 15. You never know which of your online contacts can impact you when and how
  • 16. Sadly most organizations are Hyperlinks subvert hierarchy silo and transaction driven
  • 17. We are organic and social We bring these behaviors with us online
  • 18. The Flickrverse The Internet is enabling conversations among human beings that were simply not possible in the era of mass media [thesis 6 -cluetrain manifesto]
  • 19. anyone know a a nice Where can I find a quiet restaurant in NYC? quiet restaurant in Sydney? deb, get an LG HD best place to get a drink around here? deb, it’s john thanks for email on new features We weave sent to dev team An explosion of the personal woot - we launched! John - when you guys launching your new API?
  • 20. An adolescent hasn’t quite figured itself out
  • 21. The Web Still pretty binary
  • 22. A reminder, what exactly is the social web?
  • 23. It is not about this don’t be swayed by the bling
  • 24. Connecting creating posting Sharing writing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing volunteering organizing listening collecting helping co-creating
  • 25. "It's not about telling and selling, "It's about relationships”
  • 26. Culture of sharing Easier than ever before
  • 27. Social is like air
  • 28. Death of the Grand Gesture Continuum vs Episodic
  • 29. Real time Not fast enough
  • 30. You build authentic networks Be prepared before you need them
  • 31. 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. -Jerry Michalski
  • 32. Versus how the Traditional PR & Marketing Function is viewed
  • 33. The uninvited guest
  • 34. Parachutes In
  • 35. The Customer We’re not “elusive” We are annoyed source: © uri baruchin: getting through
  • 36. OK, so where’s the manual? Umm – there isn’t one …
  • 37. The participatory web requires both new design thinking and a renewed focus on human skills and behavior
  • 38. New framework for a new social web ‣ Organic vs Static ‣ Emotion vs Data ‣ Relationship vs Transaction ‣ Continuum vs Grand Gesture ‣ Intention vs Attention Jump in!
  • 39. The Human Skills ‣ Listener ‣ Connector ‣ Partial geek ‣ Pattern finder ‣ Curator ‣ Catalyst ‣ Diplomat/Empathy ‣ Intuitive ‣ Inquisitive ‣ driven by relationships
  • 40. Tummler/Tummling 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. Learn more at
  • 41. A possible way to think about this
  • 42. Migrating the social to the web Think of yourself as hosting a party
  • 43. Mimic the Real World - Be Human
  • 44. Pause for demonstration
  • 45. Let’s Break it Down ‣ Handshake ‣ Greeting ‣ Response ‣ Handoff ‣ Feedback ‣ Make me smarter about me ‣ Makes me happy
  • 46. Enter is a handshake
  • 47. Date Stamp is a Social Contract I will stay in touch
  • 48. Sign-in is a greeting Acknowledges me
  • 49. Give to get make me smarter about me & you
  • 50. Remind me of the fun times we had Awareness/Persistence together
  • 51. Handoff Did you know.....
  • 52. Entertain me in unusual ways
  • 53. Nike Join the chain
  • 54. Meet others like you Wee this is fun!
  • 55. Respect me and my time remember, opt-n
  • 56. Moo Cards - making printing fun!
  • 57. Some Practical Steps ‣ Think like a sociologist or ethnographer ‣ Be an observer first ‣ Be curious ‣ Create experiences ‣ Speak human ‣ Join the lives of people vs. interrupting them ‣ Find a 'place' in the space you are designing - be a part of it ‣ Think constancy not episodic ‣ Experiment: Listen. Rinse. Repeat
  • 58. Thanks Find me on the web Partner, Altimeter Group www.altimetergroup,com Etcetera @debs
  • 59. About Us Altimeter Group is a Silicon Valley-based strategy research and consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at or contact
  • 60. The Forces at Work ‣ Live Web - 24/7 ‣ Decentralized lives ‣ Democratization of tools ‣ Velocity of information ‣ Media fragmentation ‣ Empowered individuals