Access the free video presentation here: content.digitalsherpa.com/what-my-son-taught-me-about-social-media-marketing-webinar --- Why are small businesses leaning so heavily into connection and relationship marketing? This is not a how-to webinar, but instead an examination of the generational human forces that provide instinctive advantages for business social networking. This webinar will explore the power of weak ties and tribes and how different generations approach networking for professional results. Personal examples and references to Dr. Meg Jay's book, "The Defining Decade" will provide substantive background on why social networking makes sense to businesses run by baby boomers today.

1. Generations & The
Networking Advantage
Tribes, Weak Ties & Personal
Capital

2. Alex

3. Local Business Marketing Spend: 2013
BIA Kelsey Research

4. Puzzled By A Trend

5. Why Does Connection Marketing
Instinctively Matter to Biz Operators?
BIA Kelsey Research

7. Seth Godin: Internet and Hanging With
Your Tribe

18. Urban Tribes, Identity Capital,
Weak Ties

19. Trouble: Crisis NOW, Capital is for
LATER

20. Identity Capital
• How we build ourselves piece by piece over time
• Repertoire of assembled individual assets
• Most importantly, what kids bring to the adult
marketplace

21. Can a Tribe Really Help?
• Similarity breeds
connection
• Homogeneous clique
• Incestuous group
• Restricted speech

22. Strength of Weak Ties
• Weak Ties are the people we have met, or are connected
to somehow, but do not currently know well and have
not been promoted to close friends
• Force us to communicate from a place of difference…with
Elaborated Speech
• Requires us to make our points more fully
• Promotes more thoughtful Growth and Change

26. Biz Stone: Co-founder Twitter on
Colbert Report

27. The FB News Feed Challenge

28. FB Reducing Weak Tie Network

29. Weak Ties
• The people we know the least are the most
transformative
• New things always come from outside your
inner circle
• Twenty-somethings resist leveraging the
strength of their weak ties
– I want to get a job on my own
– I hate networking
– That’s not my style

30. Eric Schmidt, executive
chairman of Google
“ Y-E-S is how you get
your first job, and
your next job, and
your spouse, and even
your kids. Even if it’s
a bit edgy, a bit out of
your comfort zone,
saying yes means you
will do something
new, meet someone
new, and make a
difference.”

31. Boomers Get Weak Ties
• College campus: playground to explore, chase
identity, and begin stalking change
• Learned that interconnectedness is not texting
friends at 1am- but reaching out to weak ties
that make a difference to our lives even
though they don’t have to
• Engaging human grace vs. servile respect
• But, boomers have grown distant and apart-
Social Networks new playground for old skills

32. Biggest increases in Social Media usage
found among older age groups
• 43% of internet users aged 65 and older reported being social
networking site users as of May, a large jump from 32% at the end of
2012
• 60% of internet users aged 50-64 used social networks as of May,
up from 52% in December

33. Boomers Run Marketing Now
BIA Kelsey Research

34. Social Media Marketing: Harvesting
Weak Ties & Personal Capital

35. Wishing You (and Alex) A
Long Life of Weak Ties
Adam Japko
President
DigitalSherpa
DigitalSherpa.com
Ajapko@digitalsherpa.com