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The

Micro-Sociology
                         of Networks




David Armano, VP Experience Design, Critical Mass // criticalmass.com
Logic + Emotion // darmano.typepad.com // Twitter @armano
this isn’t the story
this is
mostly true
Human nature doesn’t change.
Human behavior does.
our needs are basically the same
technology doesn’t make us social
it influences our behaviors
media is micro
print     radio    broadcast    digital




        from past revolutions
to present
how has our
 behavior been
influenced?
we stopped consuming media
and started producing it
we’re sharing our ideas openly
and giving away our secrets

Sharing our ideas openly
we’re building our personal brands
and becoming micro-celebrities
while celebrities become more like us
our social circles expand
from intimacy to ambient intimacy




                      Source: Reach Cards



   Robin Dunbar’s threshold of maximum number of individuals


      “Ambient intimacy is about being able to keep in touch with people
with a level of regularity and intimacy that you wouldn’t usually have access to,
           because time and space conspire to make it impossible.”
                                 ~Leisa Reichelt
as we manage our “friends”
and contacts
a perfect storm…
our worlds

collide
my boss is on facebook
we’re streaming our lives
and deaths…
we experience collectively
…participatory

Over 136 million pageviews
More than 21.3 million live video streams since 6am
1.3 million concurrent live streams
our communication is becoming effortless
and instantaneous
micro-social economics
          are

  niche
nearly anyone can influence
especially within their niche
the social web thrives on it
social economics have

 equity
connections are currency
Whuffie has replaced
money, providing a
motivation for people to do
useful and creative
things. A person's Whuffie
is a general
measurement of his or
her overall reputation,
and Whuffie is lost and
gained according to a
person's favorable or
unfavorable actions ~Wikipedia
currency gets spent
finding support in networks:

   micro-
philanthropy
Over $11,000 in 2 days
566,144k members. 14,244 wall posts. 1 cause.
we relied on institutions




individual    institution
we rely on each other




individual    networks
networks as
human filters
search provides information
networks can filter signal from noise
moving toward
a people powered

   web
“I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company
humans   not optional
are we coming full circle?
“more human
 than human
  is our motto”
     ~bladerunner
insights into behaviors lead to innovations
innovations
   help
 people
“Same as it ever was” ~Talking Heads
The

Micro-Sociology
                         of Networks




David Armano, VP Experience Design, Critical Mass // criticalmass.com
Logic + Emotion // darmano.typepad.com // Twitter @armano

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