You don’t
build
homes.
...or houses or apartments or condos or any other such
dwellables.
first...here is the bad news:
expectations
  are
changing
18%
trust what they read in ads to be the truth.




                         info: ADWeek dec09
51%
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
social web
         SN’s more popular than email (67% - 65%)
    Women are more active in most SN’s (avg 53%)
       Socia...
FACEBOOK: >500 Million Users
 TWITTER: >105 Million Users
FOURSQUARE: >1 Million Users
me me me me me
me me me me me
me me me me me
narcissists
me me me me me
me me me me me
me me me me me
me me me me me
escapists
http://www.flickr.com/photos/laughingsquid/420074166/
addicts
89%
expect to be able to interact with brands.




                       stat: WebProNews Oct09
now for the good news:
expectations
  are
changing
generosity
abounds
in online
communities
why                       (and what)
we share
  http://www.flickr.com/photos/ryanr/142455033
82%
random
thoughts
 http://www.flickr.com/photos/wynde/1394089355/
76%   articles/business essays


75%   links to interesting subjects


74%   personal photos (family, friends, self)


69%...
Articles most likely
   to be shared are:
                          emotional
                            positive
       ...
“people are more
likely to share
articles that they
think will interest
others ...not
themselves”
76%posted
something highly
   personal
  http://www.flickr.com/photos/katie_made_me_do_it/4231581505/
How I was feeling. Feeling lonely after moving to a
 new city. Told story of my epically "being dumped".
   Private though...
wefeelfine.org
http://www.flickr.com/photos/hippie/2496096306/
keep or delete?


                  Other
                  12%




                             Kept it
Considered deleti...
whereabouts
 http://www.flickr.com/photos/kylesteeddesign/4622356056
Geo-location (Foursquare/Gowalla/etc)                Travel Plans (Tripit/Dopplr/etc)



                Post + tweet     ...
Why people share
  where they are:
   chance of connections
for personal record keeping
    identity broadcasting
     inc...
and the even better news:
“we are
wired to
connect”
      Goleman
http://www.flickr.com/photos/cc_chapman/3366360309/
“FAIT ICI, a local shop that focuses on local,
organic food is opening next door to the café I sit
in every day to write t...
89%
expect to be able to interact with brands.




                       stat: WebProNews Oct09
and how does this all relate to you?
dwellings
http://www.flickr.com/photos/ari/1388320216/
http://www.flickr.com/photos/esprit_jap/4404887045/
Q. How is it that I have more
connections with people in other
  countries than I do with my
          neighbors?
A.
Because social networks are
 designed to be social...are
      neighborhoods?
hutongs
vs.
high rises
"If you live there, you feel isolated"
               from an article about the move to high rises
http://www.flickr.com/photos/franck-chilli/3123475085
"Where there is a hutong, there is a
              story."
uniqueness
“we are
wired to
connect”
      Goleman
you’re in the
business of
 building
  social
networks
(or at least that’s what you should be doing)
Five Characteristics of a Social Network

1. user-based

2. interactive

3. community-driven

4. encouraged relationships
...
now apply this to building IRL social networks:
Five Characteristics of a Social Networks (IRL)

1. resident-based

2. interactive

3. interest-driven

4. encouraged rela...
expectations
  are
changing
you’re in the
business of
 building
  social
networks
Tara ‘missrogue’ Hunt
                        horsepigcow@gmail.com
                        @missrogue
                   ...
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
You Don't Build Homes
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You Don't Build Homes

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I presented this at the Pacific Coast Builder's Association in June in San Francisco

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You Don't Build Homes

  1. You don’t build homes. ...or houses or apartments or condos or any other such dwellables.
  2. first...here is the bad news:
  3. expectations are changing
  4. 18% trust what they read in ads to be the truth. info: ADWeek dec09
  5. 51% trust business to do the right thing info: Edelman 2009
  6. 42% believe in ghosts info: Poll Harris Interactive 2009
  7. 76% believe in miracles info: Poll Harris Interactive 2009
  8. social web SN’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,
  9. FACEBOOK: >500 Million Users TWITTER: >105 Million Users FOURSQUARE: >1 Million Users
  10. me me me me me me me me me me me me me me me narcissists me me me me me me me me me me me me me me me me me me me me
  11. escapists http://www.flickr.com/photos/laughingsquid/420074166/
  12. addicts
  13. 89% expect to be able to interact with brands. stat: WebProNews Oct09
  14. now for the good news:
  15. expectations are changing
  16. generosity abounds in online communities
  17. why (and what) we share http://www.flickr.com/photos/ryanr/142455033
  18. 82% random thoughts http://www.flickr.com/photos/wynde/1394089355/
  19. 76% articles/business essays 75% links to interesting subjects 74% personal photos (family, friends, self) 69% positive feelings
  20. Articles most likely to be shared are: emotional positive lengthier awe-inspiring Will You Be Emailing this Column? It’s Awesome, Tierney ://www.nytimes.com/2010/02/09/science/09tier.html
  21. “people are more likely to share articles that they think will interest others ...not themselves”
  22. 76%posted something highly personal http://www.flickr.com/photos/katie_made_me_do_it/4231581505/
  23. How I was feeling. Feeling lonely after moving to a new city. Told story of my epically "being dumped". Private thoughts towards political issues. A tweet from a date. I've posted long blog posts about terrible breakups and details about one-night stands. Failing on a date. Setting fire (accidentally) to my own house. Client woes. Notices of hair growing in unusual places. Anniversary of my brothers death...it was out of character. Being a new mother and how that felt. Details of my sex life. When I got engaged. A blog about the death of my son. Thoughts on troubles I was having with my wife. Being in an open relationship. Infertility struggles. That I was not proud of what I've done in the past 10 to 20
  24. wefeelfine.org
  25. http://www.flickr.com/photos/hippie/2496096306/
  26. keep or delete? Other 12% Kept it Considered deleting 13% 41% Deleted it 34% 66% kept on some level
  27. whereabouts http://www.flickr.com/photos/kylesteeddesign/4622356056
  28. Geo-location (Foursquare/Gowalla/etc) Travel Plans (Tripit/Dopplr/etc) Post + tweet Friends Only 11% 19% Post location 23% Post, tweet & FB Yes 9% 16% Post, tweet, fb + blog 3% Other 7% other 15% Don’t post No 58% 39% 49% yes 35% yes
  29. Why people share where they are: chance of connections for personal record keeping identity broadcasting incentives (badges)
  30. and the even better news:
  31. “we are wired to connect” Goleman
  32. http://www.flickr.com/photos/cc_chapman/3366360309/
  33. “FAIT ICI, a local shop that focuses on local, organic food is opening next door to the café I sit in every day to write these blog posts. Last week, they put up the banner and I got curious as to what store was going to open. When I checked my email a few days ago, there was an invite to their opening. Jackson Wightman saw that I kept logging in nearby, saw my tweets about organic meat and eating paleo, and figures I’m interested. I am impressed, and tell him so.” Julien Smith, June 5, 2010 http://inoveryourhead.net/two-great-local-business-uses-for-foursquare/
  34. 89% expect to be able to interact with brands. stat: WebProNews Oct09
  35. and how does this all relate to you?
  36. dwellings http://www.flickr.com/photos/ari/1388320216/
  37. http://www.flickr.com/photos/esprit_jap/4404887045/
  38. Q. How is it that I have more connections with people in other countries than I do with my neighbors?
  39. A. Because social networks are designed to be social...are neighborhoods?
  40. hutongs
  41. vs.
  42. high rises
  43. "If you live there, you feel isolated" from an article about the move to high rises
  44. http://www.flickr.com/photos/franck-chilli/3123475085
  45. "Where there is a hutong, there is a story."
  46. uniqueness
  47. “we are wired to connect” Goleman
  48. you’re in the business of building social networks
  49. (or at least that’s what you should be doing)
  50. Five Characteristics of a Social Network 1. user-based 2. interactive 3. community-driven 4. encouraged relationships 5. emotion over content Research, Rice University 2007 http://www.imconf.net/imc-2007/papers/imc170.pdf
  51. now apply this to building IRL social networks:
  52. Five Characteristics of a Social Networks (IRL) 1. resident-based 2. interactive 3. interest-driven 4. encouraged relationships 5. emotion over features
  53. expectations are changing
  54. you’re in the business of building social networks
  55. Tara ‘missrogue’ Hunt horsepigcow@gmail.com @missrogue montreal, quebec, canada 514-679-2951 http://www.horsepigcow.com share/remix/spread ... but don’t forget to attribute. http://slideshare.net/missrogue

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