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

Yes, I DO Mind the Gap

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

Text of Yes, I DO Mind the Gap

Page 1: Yes, I DO Mind the Gap

yes, I domindthe gap

business, onlinecommunities andcultural tourism

Page 2: Yes, I DO Mind the Gap

this isn’t a talk about

social networks

Page 3: Yes, I DO Mind the Gap
Page 4: Yes, I DO Mind the Gap
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A.because most business values don’t align with community values.

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18%trust what they read in ads to be the truth.

info: ADWeek dec09

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21%of employees are truly engaged in their work

info: Towers Perrin Global Workforce Survey 09

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38%trust business to do the right thing

info: Edelman 2009

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42%believe in ghosts

info: Poll Harris Interactive 2009

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76%believe in miracles

info: Poll Harris Interactive 2009

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89%expect to be able to interact with brands.

stat: WebProNews Oct09

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how?

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m o s t businesses are tourists

community

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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.”

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there’s

in them there tweets

subtext

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“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.”

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“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.”

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Multiple tweets at multiple times of the day...

subtext“I’m lonely.”

“Hear me. Value me. Connect to me.”

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you are what you

tweet sorta!

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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

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social networks

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

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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%

Why people are on social networks

stats from: eMarketer Jul09

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huge opportunity

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value disparity

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bigb

usin

ess co

mm

unitiesgapfreakin

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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

organizations?

- Gary Hamel, Wall Street Journal 01/13/10http://blogs.wsj.com/management/2010/01/13/the-hole-in-the-soul-of-business/

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http://www.flickr.com/photos/aesum/3482640675/

“You've gotta stand your ground for freedom,

beauty, truth, and love.”the Bohemians

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

truth

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

beauty

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freedom

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lovehttp://www.flickr.com/photos/laughingsquid/2476324694/

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it is no coincidence that the companies that

espouse human values are the

darlings of online communities.

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I ‘Googled’

you

TM

2nd most mentioned brand on twitter - after Starbucks - with a 97% neutral to positive sentiment rating*.

* from http://twitrratr.com/search/google

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2,200 attendees. 64% of laptops at

Le Web were apple.

1,008 iPhones.http://www.flickr.com/photos/scobleizer/4171576818/

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“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

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

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valuescommunity

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1. generosity2. stories>stats3. agility4. compassion5. authenticity

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generosity aboundsin onlinecommunities

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but so does reciprocity...

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the gift economy

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the more u give

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the more u receive

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depositsexamples:

helping someone solve a problem

attending community events

showing real interest in what someoneelse is working on

using your network to do something goodfor the community

demonstrating you implement people’ssuggestions

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withdrawalsexamples:

asking someone else for a favor

promoting your own events or sales

asking for an introduction to someone intheir network (intro up)

acting competitively

name dropping

pitching someone

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measuringlike it

matters

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quantity

numbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbers numbersnumbersnumbersnumbers

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qualitystoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstories

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meaningfulnumbers havestories

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

ACTION!

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embracing the chaos

is scary

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much to fear

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much to gain

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luck1. lucky people follow their intuition

2. lucky people balance rationality with gut instinct3. lucky people go out and meet new people and

expose themselves to new situations4. lucky people see the positive side of situations

5. lucky people are more relaxed and openfrom scientific study by Richard Wiseman: The Luck Factor 2003

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http://www.ted.com/talks/barry_schwartz_on_our_loss_of_wisdom.html

a story about wisdom

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rules are guidelines and not substitutes

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improvising is a form of art.

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real life is full of ambiguity.

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

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the new Turing test

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“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.”

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authenticity

people robots♥

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butonly when those robots exhibit treasured human emotions: love, compassion, remorse, generosity, etc.

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

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instead of a personal brand, why not get a personality?

http://www.flickr.com/photos/stewtopia/3355277605/

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I ‘Googled’

you

TM

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liar pants on fire

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de-robotize

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I told you this wasn’t a talk about

social networks

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social worldwhich we are ALL a part of...

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When we value money over

human beings and then add technology, I get nervous.

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yes, I domindthe gap

Page 77: Yes, I DO Mind the Gap

tara ‘missrogue’ [email protected]

514-679-2951twitter: @missrogueskype: sanfranrogue

http://www.horsepigcow.comhttp://www.thewhuffiefactor.com

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http://www.slideshare.net/missrogueimages from: http://www.shutterstock.com

(unless marked from Flickr.com + AVATAR + Wall-E )