yes, I do mind business,
online communities and cultural tourism the gap

this isn’t a talk about
social networks

A. because most business values
don’t align with community values.

18% trust what they read
in ads to be the truth. info: ADWeek dec09

21% of employees are truly
engaged in their work info: Towers Perrin Global Workforce Survey 09

38% trust business to do
the right thing info: Edelman 2009

42% believe in ghosts info:
Poll Harris Interactive 2009

76% believe in miracles info:
Poll Harris Interactive 2009

89% expect to be able
to interact with brands. stat: WebProNews Oct09

how?

most
businesses
are community
tourists

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.”

there’s subtext in them there
tweets

“Eating a fennel salad 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.”

“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.”

Multiple tweets at multiple times
of the day... subtext “I’m lonely.” “Hear me. Value me. Connect to me.”

you are what you tweet
sorta!

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

social networksSN’s more popular than
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,

Why people are on 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

huge
opportunity

value
disparity

big
communities
business
freakin
gap

Why is it that 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/

http://www.flickr.com/photos/aesum/3482640675/ “You've gotta stand your
ground for freedom, beauty, truth, and love.” the Bohemians

truth
http://www.flickr.com/photos/manfrys/2226178289/

http://www.flickr.com/photos/fiatluxe/150714757/
beauty

freedom

love
http://www.flickr.com/photos/laughingsquid/2476324694/

it is no coincidence that
the companies that espouse human values are the darlings of online communities.

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

2,200 attendees. 64% of laptops
at Le Web were apple. 1,008 iPhones. http://www.flickr.com/photos/scobleizer/4171576818/

“Craigslist gets more traffic than
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

http://www.flickr.com/photos/loiclemeur/4175443352/

values
community

1. generosity 2. stories>stats 3.
agility 4. compassion 5. authenticity

generosity
abounds
in online
communities

but so does
reciprocity...

the gift
economy

the more
u give

the more
u receive

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

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

measuring
like it
matters

numbers numbers numbers numbers numbers
numbers quantity numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers

stories stories stories stories stories
quality stories stories stories stories stories stories stories stories stories stories stories stories

meaningful
numbers
havestories

ACTION!
http://www.flickr.com/photos/cambodia4kidsorg/3587556872/ + http://beth.typepad.com/

embracing
the chaos
is scary

much
to fear

much
to gain

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

a story
about
wisdom
http://www.ted.com/talks/barry_schwartz_on_our_loss_of_wisdom.html

rules are guidelines and not
substitutes

improvising is a form of
art.

real life is full of
ambiguity.

Q. how can we teach
wisdom and these abilities to everyone instead of increasing the number of rules?

the new Turing test

“any action that prioritizes 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.”

people
authenticity
robots

but only when those robots
exhibit treasured human emotions: love, compassion, remorse, generosity, etc.

Q. so why the heck
do we have to go and get all evil robot so much of the time?

instead of a personal brand,
why not get a personality? http://www.flickr.com/photos/stewtopia/3355277605/

I
‘Googled’
TM
you

liar pants
on fire

de-robotize

I told you this wasn’t
a talk about social networks

social world which we are
ALL a part of...

When we value money over
human beings and then add technology, I get nervous.

yes, I do mind the
gap

tara ‘missrogue’ hunt horsepigcow@gmail.com 514-679-2951
twitter: @missrogue skype: sanfranrogue http://www.horsepigcow.com http://www.thewhuffiefactor.com

http://www.slideshare.net/missrogue images from: http://www.shutterstock.com (unless
marked from Flickr.com + AVATAR + Wall-E )