Presentation I gave at Leading Social Change during National Advertising Week January 26, 2010.

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

2. this isn’t a
talk about
social
networks

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

6. 18%
trust what they read in ads to be the truth.
info: ADWeek dec09

7. 21%
of employees are truly engaged in their work
info: Towers Perrin Global Workforce Survey 09

8. 38%
trust business to do the right thing
info: Edelman 2009

9. 42%
believe in ghosts
info: Poll Harris Interactive 2009

10. 76%
believe in miracles
info: Poll Harris Interactive 2009

11. 89%
expect to be able to interact with brands.
stat: WebProNews Oct09

12. how?

13. most
businesses
are community
tourists

14. 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.”

15. there’s
subtext
in them
there tweets

16. “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.”

17. “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.”

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

19. you are
what you
tweet sorta!

20. 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

21. 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,

22. 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

23. huge
opportunity

24. value
disparity

25. big
communities
business
freakin
gap

26. 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/

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

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

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

30. freedom

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

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

33. 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

34. 2,200 attendees.
64% of laptops at
Le Web were
apple.
1,008 iPhones.
http://www.flickr.com/photos/scobleizer/4171576818/

35. “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

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

37. values
community

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

39. generosity
abounds
in online
communities

40. but so does
reciprocity...

41. the gift
economy

42. the more
u give

43. the more
u receive

44. 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

45. 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

46. measuring
like it
matters

47. numbers
numbers
numbers
numbers
numbers
numbers
quantity
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers

48. stories
stories
stories
stories
stories
quality
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories

49. meaningful
numbers
havestories

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

51. embracing
the chaos
is scary

52. much
to fear

53. much
to gain

54. 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

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

60. rules are
guidelines
and not
substitutes

61. improvising
is a form
of art.

62. real life is
full of
ambiguity.

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

64. the new Turing test

65. “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.”

66. people
authenticity
robots

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

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

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

70. I
‘Googled’
TM
you

71. liar pants
on fire

72. de-robotize

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

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

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

76. yes, I do
mind
the gap

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

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