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Yes, I DO Mind the Gap
The document discusses the gap between business values and community values online. While most businesses view communities as opportunities for promotion and sales, true engagement requires embracing human values like generosity, compassion, and authenticity. The document advocates for businesses to move beyond just observing online communities as "tourists" and to become active members that give value through openness, stories over statistics, and flexibility over rigid rules.
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Yes, I DO Mind the Gap
- 1. yes, I do mindbusiness, online communities and cultural tourism the gap
- 2. this isn’t a talkabout social networks
- 5. A. because most businessvalues don’t align with community values.
- 6. 18% trust what theyread in ads to be the truth. info: ADWeek dec09
- 7. 21% of employees aretruly engaged in their work info: Towers Perrin Global Workforce Survey 09
- 8. 38% trust business todo the right thing info: Edelman 2009
- 9. 42% believe inghosts info: Poll Harris Interactive 2009
- 10. 76% believe inmiracles info: Poll Harris Interactive 2009
- 11. 89% expect to beable to interact with brands. stat: WebProNews Oct09
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- 13. most businesses are community tourists
- 14. 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.”
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- 16. “Eating a fennelsalad 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.”
- 17. “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.”
- 18. Multiple tweets atmultiple times of the day... subtext “I’m lonely.” “Hear me. Value me. Connect to me.”
- 19. you are what you tweetsorta!
- 20. twitter 18m + estimated ‘users’ 57% women men have 15% more followers 66% under 25 yrs old 85% tweet <1x per day 1.1% tweet >10x per day 75% all Twitter activity comes from 5% of users 94% of Twitter users have <100 followers 0.68% of Twitter users have >1000 followers 92% follow <100 others stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
- 21. social networksSN’s more popularthan email (67% - 65%) 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 09 3.5 billion pieces of content shared each week >500k FB Apps made by >1M developers >100k iPhone apps, downloaded >2B times stats from: Neilsen Mar09, Facebook public Statistics Jan10,
- 22. Why people areon social networks 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% stats from: eMarketer Jul09
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- 25. big communities business freakin gap
- 26. Why is itthat managers are so willing to the idea of a acknowledge company dedicated to timeless human values and so unwilling to become yet practical advocates for those values within their own organizations? - Gary Hamel, Wall Street Journal 01/13/10 http://blogs.wsj.com/management/2010/01/13/the-hole-in-the-soul-of-business/
- 27. http://www.flickr.com/photos/aesum/3482640675/ “You've gotta standyour ground for freedom, beauty, truth, and love.” the Bohemians
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- 32. it is no coincidencethat the companies that espouse human values are the darlings of online communities.
- 33. I ‘Googled’ TM you 2nd most mentioned brand on twitter - after Starbucks - with a 97% neutral to positive sentiment rating*. * from http://twitrratr.com/search/google
- 34. 2,200 attendees. 64% oflaptops at Le Web were apple. 1,008 iPhones. http://www.flickr.com/photos/scobleizer/4171576818/
- 35. “Craigslist gets more trafficthan 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
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- 38. 1. generosity 2. stories>stats 3.agility 4. compassion 5. authenticity
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- 44. deposits examples: helping someone solve a problem attending community events showing real interest in what someone else is working on using your network to do something good for the community demonstrating you implement people’s suggestions
- 45. withdrawals examples: asking someone else for a favor promoting your own events or sales asking for an introduction to someone in their network (intro up) acting competitively name dropping pitching someone
- 46. measuring likeit matters
- 47. numbers numbers numbers numbers numbers numbers quantity numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers
- 48. stories stories stories stories stories quality stories stories stories stories stories stories stories stories stories stories stories stories
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- 50. ACTION! http://www.flickr.com/photos/cambodia4kidsorg/3587556872/ + http://beth.typepad.com/
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- 54. luck 1. lucky people follow their intuition 2. lucky people balance rationality with gut instinct 3. lucky people go out and meet new people and expose themselves to new situations 4. lucky people see the positive side of situations 5. lucky people are more relaxed and open from scientific study by Richard Wiseman: The Luck Factor 2003
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- 62. real life is fullof ambiguity.
- 63. Q. how can weteach wisdom and these abilities to everyone instead of increasing the number of rules?
- 64. the new Turingtest
- 65. “any action thatprioritizes 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.”
- 66.
- 67. but only when thoserobots exhibit treasured human emotions: love, compassion, remorse, generosity, etc.
- 68. Q. so why theheck do we have to go and get all evil robot so much of the time?
- 69. instead of a personal brand,why not get a personality? http://www.flickr.com/photos/stewtopia/3355277605/
- 70. I ‘Googled’ TM you
- 71. liar pants on fire
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- 73. I told you thiswasn’t a talk about social networks
- 74. social world which we are ALL a part of...
- 75. When we value money over human beings and then add technology, I get nervous.
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- 77. tara ‘missrogue’ hunt horsepigcow@gmail.com 514-679-2951 twitter: @missrogue skype: sanfranrogue http://www.horsepigcow.com http://www.thewhuffiefactor.com
- 78. http://www.slideshare.net/missrogue images from: http://www.shutterstock.com (unless marked from Flickr.com + AVATAR + Wall-E )