A presentation I gave this summer at seminar celebrating the 10th year anniversary of the Cluetrain Manifesto

1. Stop Yelling &
Start Weaving
Cluetrain at Ten, 5/29/08
Deborah Schultz
www.deborahschultz.com

2. Who am I?
‣ Strategist
‣ Geek
‣ Digital ethnographer
‣ Customer Advocate
‣ Sample Background
‣ Strategic Advisor, Social &
Emerging Media P&G
‣ Director, Marketing Six Apart
‣ Executive Director, NYC
Downtown Info Center
Deborah Schultz
www.deborahschultz.com

3. Some brief street cred
“Amen! I refer to this as the Dr. Seuss metaphor
- ‘Revenge of the Whos.’ Gone are the days
when all the little Whos in Who-ville have to
shout to be heard. The Web empowers all the
Whos...er humans!”
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4. Some brief street cred
“Amen! I refer to this as the Dr. Seuss metaphor
- ‘Revenge of the Whos.’ Gone are the days
when all the little Whos in Who-ville have to
shout to be heard. The Web empowers all the
Whos...er humans!”
Signature on original Cluetrain Manifesto, 1998
Deborah Schultz
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5. A cluetrain refresher
A powerful global conversation has begun. Through the
Internet, people are discovering and inventing new ways to
share relevant knowledge with blinding speed. As a direct
result, markets are getting smarter—and getting smarter &
faster than most companies.

6. We are inherently social animals

7. Way way past
Life was simple

8. Recent past – Tribe moves away

9. phone, email, god more email??!!
No more email

10. Present The world is your oyster

11. The Flickrverse
Thesis #6: The Internet is enabling conversations among human beings that were
simply not possible in the era of mass media.

12. The medium is the
complex, light and diverse
relationship

13. Your are connecting
everywhere, anytime

14. But are these relationships “real”?

15. God, I hope so!

16. I Love My Online [and
Offline] Friends!!

17. We live again in a relationship economy
Transactions are the by-products of healthy relationships. The global
economy is shifting from a mass media, consumer mass-marketing model to one
that is far more emergent and decentralized. The involuntary loyalty of quot;stickyquot;
services is falling victim to the far preferable voluntary loyalty won through
responsiveness, quality, excellent service, reliability and trustworthiness.
Sometimes, transactions don't matter.
-Jerry Michalski

18. Relationships are hard and
messy and subtle

19. They come to your aid when you least expect
em in weird and wonderful ways

20. Think of it as
relationship bricolage
“Bricolage is what tinkers do-
collecting odd bits of stuff they
think may be potentially useful,
then using whatever bits seem
to work in the context of some
later repair job. Simple. And yet
profound. Because the bits the
bricoleur ends up using were
not designed for the use they
end up being put to”.
Chris Locke

21. You never know which of your online contacts
can impact you when and how

22. Sadly most organizations are Hyperlinks subvert hierarchy.
silos and transaction driven

23. We are organic and social

24. Deb, it’s Marc thx for OK - n95 or
the email- sent it to iphone?
the dev team Discuss
Anyone know a
great fish place in
London? Where is the best
We weave place to get a drink
around here?
between networks within
networks over and around
Marc - when you
guys launching
your new API? woot - we
launched!

25. When you weave,
cool shit happens

26. http://www.visualcomplexity.com

27. Social Media Ecosystem - Weave
Twitter
Flickr
Digg
YoutTube
Social Media Presence
Stumble IM
Upon
Tools Del.icio.us
Myspace Facebook
Photo &
Other
Video Sites Widgets Social Other
Pownce
Jaiku
Vox
Search Tagging Networks
Ning
FanSites
Eventful Email
Chat
Event
Tools Forums
Dopplr Events Technorati
(online) YOU
[company Presence
Upcoming Blogosphere
Video or Google
individual]
Dinners Blogs RSS/
Wiki(s) Feeds
Events
IM Podcasts Mass Media
(offline) Meet-up
TV
Conference Partners
Wikia
Print
Radio
Wikipedia Wikis
Competitors Customers Others

28. Companion Gardening
Plants can benefit from having
certain other plants close by in the
garden. You can create the right
mix to benefit the whole garden.
“Connect on your similarities and
profit from your diversities!”
-Valdis Krebs

29. Skills of the Weaver:
• Listener
• Connector
• Critic
• Partial geek
• Detective
• Catalyst
• Diplomat
• Juggler
• Approachable
• Intuitive
• Inquisitive
• driven by relationships

30. How do you tune these skills
1. Be real 8. The love you give is
equal to the love you
2. Participate
get
3. Find your communities
9. Be multi dimensional
4. Be a catalyst
10. Be consistent
5. Engage online
11. Focus on people not
6. Engage offline tech
7. Know when to “let it 12. Listen. Rinse. Repeat
go’

31. So get out there and relate
it’s in your nature!
you wont be sorry

32. Exercise: Baby steps to tune your “human”
skills
• Choose one of the Cluetrain Thesis included in this list
• Identify 1-3 ways you could tune your weaving skills
immediately by adjusting a current behavior to reflect
these skills.
• Discuss amongst yourselves
• Share with the room
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33. In fact, this presentation was “woven” via:
• Sean/Ace - keeping me real on the east coast “thang”
• Kevin Marks - for link to Visual Complexity sent via sidekick
• The fabulous “amateur” photographers on flickr: ok2go, michele
thompson, escapes, gustavg, misterbisson
• My blog feed friends for thinking out-loud: Doc, Clay, Cory, Carfi,
JP, Canter, Blonde2.0, Ken, Leisa Reichelt, Liz Strauss, Valdis
Krebs and too many more to mention
• My twitter friends for procrastination aids - you know who you are
• Chris Brogan/Niro - BlogTv inspiration/screenshot
• Uri Baruchin - flickr email - his visual presentation style
• The passionate Andrew Rasiej and Personal Democracy Forum
• Hugh McLeod - for keeping it real
• Jerry Michalski - for quote during skype call
• Seth Godin -for his storytelling - straight to the heart of the matter

34. Photo Credits
• http://www.flickr.com/photos/maisonbisson/89704297/
• http://www.flickr.com/photos/gustavog/9708628/in/
set-222111/
• http://www.networkweaving.com/blog/2007/04/
companion-planting.html
• http://www.flickr.com/photos/aoisakana/264436278/
• http://www.flickr.com/photos/wyoming_1/169390155/
• http://www.flickr.com/photos/eyefruit/179553810/
• http://www.VirtualCapacity.com
• http://rdanderson.com/macgyver/photos/photos.htm
• www.gapingvoid.com/Moveable_Type/archives/
003948.html
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35. Thanks
Deborah Schultz
www.deborahschultz.com
presos: slideshare.net/debs