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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 )

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Yes, I DO Mind the Gap