Presentation I gave at Leading Social Change during National Advertising Week January 26, 2010.
Text of Yes, I DO Mind the Gap
yes, I domindthe gap
business, onlinecommunities andcultural tourism
this isn’t a talk about
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
m o s t businesses are 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.”
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...
“Hear me. Value me. Connect to me.”
you are what you
twitter18m + estimated ‘users’
57% womenmen have 15% more followers
66% under 25 yrs old
stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
85% tweet <1x per day1.1% tweet >10x per day
75% all Twitter activity comes from 5% of users94% of Twitter users have <100 followers
0.68% of Twitter users have >1000 followers92% follow <100 others
SN’s more popular than email (67% - 65%)
stats from: Neilsen Mar09, Facebook public Statistics Jan10,
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 093.5 billion pieces of content shared each week
>500k FB Apps made by >1M developers>100k iPhone apps, downloaded >2B times
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%
Why people are on social networks
stats from: eMarketer Jul09
Why is it that managers are so willing to
acknowledge the idea of a company dedicated to
timeless human values and
yet so unwilling to become practical advocates for those values within their own
- Gary Hamel, Wall Street Journal 01/13/10http://blogs.wsj.com/management/2010/01/13/the-hole-in-the-soul-of-business/
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.”
butonly 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?