Startupfest 2012- Code shmode, it’s people that matter: Tummeling for success

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At Jewish weddings, a Tummeler is hired to encourage everyone to dance. It’s no secret why communities flourish—they’re catalyzed to do so through a combination of engagement and collaboration. In …

At Jewish weddings, a Tummeler is hired to encourage everyone to dance. It’s no secret why communities flourish—they’re catalyzed to do so through a combination of engagement and collaboration. In this session Tummelvision founder and Geek Interpreter Deb Schultz, a founding partner, now senior fellow at San Francisco’s Altimeter Group, talks about innovation, communities, and the compelling economics of giving in order to receive.

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  • Underlying everything at this conference is people, sharing and collaboration, yet we in the startup/tech world spend more time on algorithms than human nature. \nIn order to create startups that matter we have to remember that people matter. They are your foundation.\n\n\n
  • Good morning - Normally my rule of thumb is to never start a preso with a slide about me BUT considering that this talk is all about bringing the social online - it is only fair that it is proper social etiquette to formally introducing myself. \n\nI’ve played in a lot of corners of the web. \n\nCurrently, \n\n\n\n\n\n\n\n\n\n \n
  • Set our own new rules \n\nWhat are the new moral principles of the Web?\n\nWe are living in a world with ethics and normative behaviors being set individually on a case by case basis and rules from one world are being carried over into another. \n\nIn a frictionless, hyper connected and persistent society norms are hyper-local within small groups – and we have become accustomed to move easily between these two groups and different [i.e. many hcat rooms, ]\n\nEach relationship has different expectations\nNever so much simultaneously communication with such density 0 \n\nDATING/WORK Story\n\ninredibly funny and mortifying the personal not to the darling boy I used to love goes to boss – style and content\n
  • Not about a viral video...or a blog....or a facebook app...or social media....or community\n It is about your business your product and your customers How, when and where they are receptive to you\n [and it better work, be easy to understand and add value to my life] \n
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  • A very social node\n
  • we socialized and did business with those who existed in the same physical space as we did - we knew them - we had small tribes - of family and neighbors\n
  • Each one of those dots is represents - not jsut data but people\n
  • And I would even argue many sites pretend to be about social but are often very static - heck we still call them web “pages”\n
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  • What’s really changed about relationship – is that over the last few years we have a culture of sharing that we were not able to easily do before - it’s the ease and attitude that has changes\n
  • 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.\nIf 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.\nWe have to design our online experiences to reflect the social relationship driven nature of this new economy. Death to Grand Gestures.\nThe implication of the death of the grand gesture for business is that this alters the way we connect with customers and market, now we need to communicate everywhere all the time, it's not the 2 product launches per year model anymore, or silence and then big launch – it’s a continuum punctuated with episodic\n\nIf we are now hyper-connected on the LiveWeb and operate in this renewed relationship economy - this means an end to the importance of Grand Gestures. Grand Genstures 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. \nThe 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.\n\n
  • Andrew Zoli - poptech\n
  • And I would even argue many sites pretend to be about social but are often very static - heck we still call them web “pages”\n
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  • http://www.flickr.com/groups/721000@N21/pool/with/3814061348/#photo_3814061348\n
  • sm brings out the superficial in us....efficiency.....intimate relationships are not about efficiency - andrew keen on tummelvision\n \n \n The messy web of links that transparency gives rise to reflects that intertwingularity. It shouldl ead us to wonder if one of the problems with objectivity and long-form argument is that they aren't a good match to the structure of the world. Perhaps intertwingly networks reflect the world more accurately than does an "objective" news report or a walk along long-form's narrow path. The world is too intertwingly, to use a word coined by network visionary Ted Nelson - via David Weinberger\n \n \n \n
  • Web still adolescent - this stuff is SO new\n \n Thomas Vanderwall - social comfort” - \n\n\n\n
  • We have thousands of years of moral principles we ‘live’ by\n\nIn the past these rules were set by divine right and then philosophical dominion i.e.[smart guys in towers] now each new tool and individual and community forges a new set of principles on what is or is not valued by that community or tool or group\n\nIn all other places where we have gathered as a community we have had rules in place prior to the situation and an understanding of the agreed social contract\n\n\n\nAfter the creation of fire that first nite in the cave - someone had to negotiate - ok it’s not cool - we need to go to sleep put put the fire!\n
  • Bronislaw Malinowski - exchanges meant to provide a social connection rather than transmit information\n
  • This new world requires new design thinking, more sophisticated tools and a renewed focus on human skills \nWe need an acknowledgment of the behavioral shifts and the emergent cultural & societal impacts \n\nThis is early days - the social web is an adolescent. As we move more and more from the data driven web to the social & participatory driven web - the softer social skills of the connector are in demand & needed. \n\nAsk yourself - If we no longer live in a command and control hierarchy...\n\n What kind of filters, frameworks and technology do we need to connect these dots to be truly useful?\n \n How do we incorporate design into framing emergent etiquette and the new social contract?\n \n What are the new skills succeeding in a hyper networked world?\n\n\n\n
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  • Also notice that flickr tells me I have learned something new\n
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  • You have all this great data - USE IT\n\nthis entire page is filled with data that is interesting and about me\n
  • Tummlers - Tummler is a yiddish word that means to catalyze others to action. It was traditionally the individual who was hired to get everyone to dance at a wedding or the comedian who hung out all week to get to know his audience and create a sense of community.\n\nI used this word today to describe both the human skill set and practice needed to succeed in a world that is no longer command and control but networked and connected. \n\nI am here to put a stake in the ground - one who are the technologists who say the users will change - the socialogists friends who stamp their feet and people are people - entrenched discourse\n\nNot just people but communities - technologists and the luddites need to get each of those cultures individual tummlers lead to cultural shofts and breaking down the boundaries\n\ntummeling is not just a person it’s a practice.\n\npeople and technology -their are activities thru technology \n\nWe need to be cognizant of the world we are building and live in the colorful middle\n \n \n \n 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')\n
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  • ORGANICwe still refer to them as pages - but isnt the web more an ecosystem of immersive experiences (MMORPGS, Virtual Worlds), communication technologies (wireless, presence), 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. \n\nEMOTION - we all know that irony is really lost on the web - how can we infuse emotion into our experiences\n\nRELATIONSHIP - relationships take time - they have legs - i think of google as the long tale of reputation\n\nCONTINUUM - \n\n\n\n
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  • Single piece of human interaction\n Opening - Hello\n Presence- Availability Offline we have phatic communication online we have very discreet ways - signaling is different online\n Closing – Leave taking - Just walk away not polite\n\nWhat is present – example of using cell phone to augment lecture when older couple felt I was being rude\nIntimacy – Are you being ignored or are you just busy?\n
  • What are the new moral principles of the Web?\n\nWe are living in a world with ethics and normative behaviors being set individually on a case by case basis and rules from one world are being carried over into another. \n\nIn a frictionless, hyper connected and persistent society norms are hyper-local within small groups – and we have become accustomed to move easily between these two groups and different [i.e. many hcat rooms, ]\n\nEach relationship has different expectations\nNever so much simultaneously communication with such density 0 \n\nDATING/WORK Story\n\ninredibly funny and mortifying the personal not to the darling boy I used to love goes to boss – style and content\n
  • \n
  • Shifting behavior:\n Evolving - used to do blah blah blah [we had a model]\n metaphor from physical world breaking down\n Emerging - new ways - reuse of things\n Contested - we are not quite sure but we have strong contested POV - public, private, data, medical, access to internet - taking it away, privacy and data [social contract with companies]\n\n\nSample list of shifting behavior “arenas”:\n1.Definition Relationships – what is a friend\n2.Business me vs Professional me\n3.Intimacy without physicality – letter writing etc – I can know more about you than you told me – Victorian had control –the trope was the discovery of the hidden life – now can research you \n4.Implications of persistence\n5.Meeting online prior to face to face – meeting is deeper once met – that Aha\n6.Concepts of publics vs private spaces\na.Multiple publics – danah \ni.Informed\nii.Choice\niii.Consent\nb.Emergent publics\nc.Multiple public identities\n7.Insertion behavior – i.e. guilt by association has persistence on web – activity stream\na.Always been accountable for those with whom we consort, however we increasingly live in a world where over emphasis of connection in social network your centrality in my life can appear to be a strong tie and your bad behavior can impact me even tho it is an . my approval and distancing is not explicit \ni.Social Networks set up by young people\n8.Reciprocity – friending, commenting, sharing\na.Friending – reciprocal or not\n9.Circles of intimacy – just because I follow you does not mean I Have your attention – like jumping into the middle of someone else’s conversation\na.Intimacy vs synchronousity\n10.Disparties in /Assymatries\n11.Implicit vs Explicit connections\n12.Preferences - Communication mediums – how/when where and why to connect with me\n13.Time expectations\n14.Presence\na.When is it required to be 100% present vs not\nb.Presence for you might be different for me\n15. Exit – when does a conversation end\n16.Intrusion – \n17.Disciplining the individual or crowd – \na.fire in a theatre\nb.Negative comments/trolls/anonymous posting\n18.Hierarchy of communication – i.e. Citibank when email started\n19.Tagging – other identity you i.e photos on FB etc\n\n\n\n
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  • Best way to hear human heart - actually with ear to chest but not socially acceptable----\n
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  • “back in the day” it was an accepted norm to ask if I could post a photo of you online - now we post first ask later......\n
  • When they first appeared the owner of the machine was rude for not answering phone - now we have come full circle and you are rude when you leave a message and force me to listen to it [vs SMS or calling back]\n\nWhat is rude? To some not leaving a VM is rude to others it is respectful\n\n\n
  • Danah Boyd has found that kids’ now steganography in FB on status posts as code with friends to avoid parental snooping\n
  • Activity streams and feeds now mean that guilt by association is very explicit and discreet and persistent - a friends your bad behavior is reflected on your home page. \n
  • Contested - Shutting off the internet, privacy and data, [social contract with companies, medical data.\n\n \n\n
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  • \n \n \n\n\n
  • \nWe are viewing technology as either utopian or dystopian\nWe have tendency to view technology as isolated from humans using it\nWe blame the technology\n\n
  • Microsoft patent:\nThe present invention includes methods and technologies for defining and administering device manners policy ("DMP"), propagating DMP, reception and recognition of, and compliance with DMP. Such policy may be used to communicate to various mobile and other devices the "manners" with which compliance is expected or required. Similar to some of the social manners honored among people, such as with "no smoking" or "employees only" zones, "no swimming" or "no flash photography" areas, and scenarios for "please wash your hands" or "no talking out loud", devices may recognize and comply with analogous "device manners" policy.\n\n\n
  • SXD needs to take into account an understanding of forging a new contract - social comfort {vanderwall]\n\n•Designing systems for flexibility\n•Designing systems that users control\n•Sentiment analysis\n\n\n\n\n
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  • 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.\n -Jerry Michalski\nQ: OK - anyone know who said this? A: David Weinberger\n\n“somewhere along the way, markets, what we do together, became marketing, what we do to other people.” \n\nExactly. Just because markets are conversations doesn’t mean that marketing is.\n\nMarketing 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.\n\nFortunately, 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. \n\n
  • Thesis #6: The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. \n
  • 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. 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.\n\n
  • Markets consist of human beings, not demographic sectors.\n
  • Good morning - Normally my rule of thumb is to never start a preso with a slide about me BUT considering that this talk is all about bringing the social online - it is only fair that it is proper social etiquette to formally introducing myself. \n\nI’ve played in a lot of corners of the web. \n\nCurrently, \n\n\n\n\n\n\n\n\n\n \n
  • This is not a binary conversation – there is gray here and we will celebrate it\n\n\n\n\n

Transcript

  • 1. Code, Shmode,it’s People that Matter!Tummeling for successStartupFestival, MontrealJuly 2012Deborah Schultzwww.deborahschultz.comwww.tummelvision.tv@debs #tummel http://www.flickr.com/photos/mrbula/1237966750/sizes/m/ http://www.flickr.com/photos/98469445@N00/299313394/
  • 2. First, a little about me‣ “Of the Web”‣ Reformed marketer‣ Human centered lens‣ Partial geek [alas, I don’t code]‣ “Translator, Catalyst, Pattern finder”‣ Formal work ‣ Founding Partner, Senior Fellow, Altimeter Group ‣ Co-founder Tummelvision ‣ P&G Digital Advisory Board Member ‣ Six Apart ‣ Executive Director NYC Info Center ‣ Launched Citibank.com
  • 3. http://www.flickr.com/photos/thomashawk/5327432805/sizes/l/in/photostream/This is a talk about people! Algorithms alone can’t do it @debs #tummel
  • 4. http://www.flickr.com/photos/saxcubano/440777294/It is not about this don’t be swayed by the bling
  • 5. First, a reminder
  • 6. http://flickr.com/photos/dharmasphere/83294738/We are inherently social animals
  • 7. Way way pastLife was simple
  • 8. ttp://www.flickr.com/photos/generated/Everything is connected The new normal
  • 9. We bring these behaviors with vibrant, chaotic, organic us online
  • 10. “We are weaving a global brain” VisualComplexity.com -Jerry Michalski
  • 11. Culture of sharing Easier than ever before
  • 12. Death of the Grand GestureContinuum vs Episodic http://flickr.com/photos/dharmasphere/83294738/
  • 13. You build authentic networksAnticipation before you need them
  • 14. And yet….Web is still pretty binary
  • 15. An adolescent hasn’t quite figured itself out
  • 16. http://www.flickr.com/photos/melkorcete/It takes us a looong time to We are agile as people but not as a adapt between versions species
  • 17. private persistence personal identity truth “friend” authentic currency rude trust presence reciprocity respect honesty anonymity value free ownership intimacy accountability public urgency secret comfort appropriate self share celebrity objectivity influence constancy commerce Source: Thomas VanderwalJust a few words we are renegotiating @debs #tummel
  • 18. http://www.flickr.com/photos/malwethShifting rules - Leads to vulnerability, social discomfort and fragile trust
  • 19. http://www.flickr.com/photos/wishymomEvery new technology brings new tensions and a reshaping of social frameworks @debs #tummel
  • 20. The subtext of language whenPhatic Communication connecting @debs #tummel
  • 21. This new participatory world requires a combinationof new design thinking, more sophisticated techtools and a renewed focus on human skills &emotion
  • 22. A possible way to think about this
  • 23. Let’s Break it Down‣ Handshake‣ Greeting‣ Response‣ Handoff‣ Feedback‣ Make me smarter about me
  • 24. Enter is a handshake
  • 25. Sign-in is a greeting Acknowledges me
  • 26. Did you know.... Handoff
  • 27. Make me smarter about me & you
  • 28. Tummlers & TummelingOne, such as a social director orentertainer, who encourages guestor audience participation. 2. Onewho incites others to action.ETYMOLOGY: Yiddish tummler,from tumlen, to make a racket.Learn more at Tummelvision.tv
  • 29. Rahav Segev NYTimes http://graphics8.nytimes.com/images/2007/04/11/arts/11stoo_CA0.600.jpgWith the customer in the pit making it happen! @debs #tummel
  • 30. Sample Tummel Skills‣ Listener‣ Teacher‣ Connector‣ Emotive‣ Supportive‣ Critic‣ Catalyst‣ Diplomat‣ Approachable‣ Intuitive‣ Inquisitive‣ driven by relationships http://www.flickr.com/photos/98469445@N00/299313394/
  • 31. New framework for aparticipatory web‣ Organic vs Static‣ Emotion vs Data‣ Relationship vs Transaction‣ Continuum vs Grand Gesture‣ Relevance vs Chronology
  • 32. Thanks!Thriving in a networked worldLearn more at Tummelvision.tv!Deb Schultzdeborahschultz@gmail.comwww.deborahschultz.comslideshare.net/debs@debs
  • 33. Some Practical Steps‣ Be a sociologist or ethnographer‣ Think of yourself as a host‣ Help users participate‣ Make them smarter‣ Introduce them to each other‣ Use human words‣ Hire a human not an FAQ‣ Think constancy not episodic‣ Remember you build a true network before you need it! http://www.flickr.com/photos/gordonr/42555739/
  • 34. Lets examine a single piece of human interaction @debs #tummel
  • 35. So what exactly is going on today? @debs #behuman
  • 36. EXTRAS
  • 37. 3 Types of of Shifting Behavior http://www.flickr.com/photos/lightsoutfilms @debs #behuman
  • 38. http://www.flickr.com/photos/anandham http://www.flickr.com/photos/dg/869973/sizes/z/ Evolving @debs #tummel
  • 39. http://www.flickr.com/photos/apoxapox/2635873837/sizes/o/Stethoscope @debs #tummel
  • 40. Emerging @debs #tummel
  • 41. Digital photos photo sharing etiquette evolves @debs #tummel
  • 42. http://www.flickr.com/photos/jypsygen/3461757736/sizes/o/in/photostream/Answering Machine @debs #tummel
  • 43. Social steganography hiding in plain site on facebook @debs #tummel
  • 44. http://www.flickr.com/photos/nationalmemorialforthemountains/4534741523/sizes/o/in/photostream/ Your bad behavior now reflectedMucking up my stream explicitly and persistently in my feed @debs #tummel
  • 45. http://www.flickr.com/photos/wlodi/3085157011Contested @debs #tummel
  • 46. Shutting off the internet we view this as a right @debs #tummel
  • 47. Personal Data @debs #tummel
  • 48. So, now what? @debs #behuman
  • 49. Approaches @debs #behuman
  • 50. http://www.flickr.com/photos/eirikso/119201946Technical @debs #tummel
  • 51. http://www.flickr.com/photos/aemkei/ 198970583/Design Can mitigate and set tone @debs #tummel
  • 52. http://www.flickr.com/photos/steren/ Policy Creative Commons @debs #tummel
  • 53. "Its not about telling and selling, "Its about relationships” -Scott Cook, Chairman Intuit
  • 54. The Flickrverse http://www.flickr.com/photos/gustavog/9708628/in/set-222111/ gustavogThe Internet is enabling conversations among human beings that were simply not possible inthe era of mass media. - Doc Searls
  • 55. anyone know a a nice Where can I find a quiet restaurant in NYC? quiet restaurant in Tokyo? deb, get an LG HD best place to get a drink around here? deb, it’s john thanks for email on new featuresThe Social Web sent to dev teamAn explosion of thepersonal woot - we launched! John - when you guys launching your new API?
  • 56. Markets consist of human beings - not “sectors”Migrate this online
  • 57. First, a little about me‣ “Of the Web”‣ Reformed marketer‣ Human centered lens‣ Partial geek [alas, I don’t code]‣ “Translator, Catalyst, Pattern finder”‣ Formal work ‣ Founding Partner, Senior Fellow, Altimeter Group ‣ Co-founder Tummelvision ‣ P&G Digital Advisory Board Member ‣ Six Apart ‣ Executive Director NYC Info Center ‣ Launched Citibank.com
  • 58. Before we begin‣ I am not expert on political or social theory‣ This is not a binary conversation - it’s complicated‣ This talk is not about right and wrong‣ This is not an exhaustive dialogue – I will leave things out‣ This is a beginning not an end‣ I have a bias as a practical utopian..;). @debs #tummel