Blog Orlando Cluetrain

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For a video version of this presentation (and eventually a transcript), visit my blog at: http://www.communityguy.com/1900/blogorlando-presentation-when-lego-caught-the-cluetrain/

Business Technology Sports

when LEGO caught the Cluetrain
how adult fans changed a kids toy company

The views in this presentation do not reflect
the opinion of anyone but the bonehead you
see standing in front of you. These opinions
certainly don't reflect the opinions of any
clients or employers (especially that drunken
cabinet maker from high school - man that guy
was weird). If any of the information in this
presentation is helpful, that's due to the
sheer brilliance of the speaker. If anything
is incorrect, questionable, or problematic,
blame my past employment agreement for not
allowing me to properly share the deeper
details of the project with you. Nothing in
this agreement is a trade secret, but if the
insights scare you, please don't sue me.

“a powerful global
conversation has begun.”

Cluetrain Manifesto #52

“Paranoia kills conversation.
That’s its point. But lack of open
conversation kills companies.”

#77
“You’re too busy ‘doing
business’ to answer our email?
Oh gosh, sorry, gee, we’ll come
back later. Maybe.”

#50
“The org chart is hyperlinked,
not hierarchical.”

Cluetrain Manifesto #85

“When we have questions we
turn to each other for answers.”

Cluetrain Manifesto #72

“We like this new marketplace
much better. In fact, we’re
creating it.”

Better
Building
Experience

Cooler sets

Multiple Ages

Healthy
Bottom Line

Paranoia kills conversation

Small groups can mean big power

Air Cover + Tenacity = Success

Community solves its own problems

image credits

• Delorean: http://www.brickshelf.com/cgi-bin/gallery.cgi?m=ﬂicker404

• Stop Sign: http://www.ﬂickr.com/photos/tumorboy/508830967/

• Secret: http://www.ﬂickr.com/photos/electricinca/32000874/

• LEGO Sand Castle: http://www.brickshelf.com/cgi-bin/gallery.cgi?i=2550667

• Klingon: http://www.LostArt.ws

• Aircraft Carrier: http://www.ﬂickr.com/photos/pingnews/690276923/

• LEGO Sets are (c) The LEGO Group

• All other photos are used with permission or are (c) Jake McKee

how LEGO caught the Cluetrain

Jake McKee
Chief Ant Wrangler
Ant’s Eye View

communityguy.com
jake@antseyeview.com
214.566.5957

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

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The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59 Key takeaways: • Learn how to use ChatGPT to add AI power to your testing and test automation • Understand the limitations of the technology and where human expertise is crucial • Gain insight into different AI-based tools • Adopt AI-based tools to stay relevant and optimize work for developers and testers * ChatGPT and OpenAI belong to OpenAI, L.L.C.

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Blog Orlando Cluetrain

1. when LEGO caught the Cluetrain how adult fans changed a kids toy company

2. The views in this presentation do not reflect the opinion of anyone but the bonehead you see standing in front of you. These opinions certainly don't reflect the opinions of any clients or employers (especially that drunken cabinet maker from high school - man that guy was weird). If any of the information in this presentation is helpful, that's due to the sheer brilliance of the speaker. If anything is incorrect, questionable, or problematic, blame my past employment agreement for not allowing me to properly share the deeper details of the project with you. Nothing in this agreement is a trade secret, but if the insights scare you, please don't sue me.

3. The Social Web a story

4. Back to the Future....

5. the dream

6. the dream job

7. “a powerful global conversation has begun.”

8. “markets are conversations”

9. inside Fort Business

10. “what do you mean you don’t know?!?”

11. 4 problems

12. back to the Cluetrain...

13. Cluetrain Manifesto #52 “Paranoia kills conversation. That’s its point. But lack of open conversation kills companies.”

14. “we don’t accept unsolicited ideas”

15. what is “secret”?

16. skip the NDA

17. discomfort lack of trust protectionism

18. #77 “You’re too busy ‘doing business’ to answer our email? Oh gosh, sorry, gee, we’ll come back later. Maybe.”

19. rity! ajo m

20. the minority?

21. “fans are weird”

22. ... yes, fans are weird.

23. but when this is the perception...

24. ... time for a culture shift.

25. OLD WAY Company Customer

26. MORE RECENTLY Company Customer

27. TODAY Higher Calling Company Customer

28. LEGO... a creative medium

29. #50 “The org chart is hyperlinked, not hierarchical.”

30. air cover + tenacity

31. Cluetrain Manifesto #85 “When we have questions we turn to each other for answers.”

32.

33.

34.

35.

36. Cluetrain Manifesto #72 “We like this new marketplace much better. In fact, we’re creating it.”

37.

38. “you’re insane.”

39. is it worth it?

40. back to basics

41. $500 + 5,000 pieces

42. design it, buy it, receive it

43. live it, play it

44. Wired

45. Better Building Experience Cooler sets Multiple Ages Healthy Bottom Line

46. Paranoia kills conversation Small groups can mean big power Air Cover + Tenacity = Success Community solves its own problems

47. image credits • Delorean: http://www.brickshelf.com/cgi-bin/gallery.cgi?m=flicker404 • Stop Sign: http://www.flickr.com/photos/tumorboy/508830967/ • Secret: http://www.flickr.com/photos/electricinca/32000874/ • LEGO Sand Castle: http://www.brickshelf.com/cgi-bin/gallery.cgi?i=2550667 • Klingon: http://www.LostArt.ws • Aircraft Carrier: http://www.flickr.com/photos/pingnews/690276923/ • LEGO Sets are (c) The LEGO Group • All other photos are used with permission or are (c) Jake McKee

48. how LEGO caught the Cluetrain Jake McKee Chief Ant Wrangler Ant’s Eye View communityguy.com jake@antseyeview.com 214.566.5957

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