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  1. 1. People Powered Thinking Relationships in a Networked World PRSA DIgital Impact 2010 Deborah Schultz Altimeter Group www.deborahschultz.com http://www.flickr.com/photos/mrbula/1237966750/sizes/m/ http://www.flickr.com/photos/98469445@N00/299313394/
  2. 2. Hi, my name is Deb, who are you?
  3. 3. A little about me ‣Grew up on the web ‣Former web designer ‣Reformed marketer ‣Geek [alas, I don’t code] ‣Translator & connector ‣Passionate experimenter ‣Formal work ‣ Partner, Innovation, Altimeter Group ‣ Advisor, P&G Digital Advisory Board ‣ Director, Six Apart ‣ Executive Director NYC Info Center ‣ Launched Citibank.com
  4. 4. http://flickr.com/photos/dharmasphere/83294738/ We are inherently social animals
  5. 5. Way way past Life was simple
  6. 6. http://www.flickr.com/photos/maisonbisson/89704297/ Recent past – Tribe moves away
  7. 7. http://www.flickr.com/photos/brentdanley/195801836/ Today The world is your oyster
  8. 8. We are connecting everywhere, anytime
  9. 9. The medium is the relationship complex, light and diverse
  10. 10. But are these relationships “real”?
  11. 11. God, I hope so!
  12. 12. Relationships are hard and messy and subtle
  13. 13. They come to your aid when you least expect em in weird and wonderful ways
  14. 14. 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
  15. 15. You never know which of your online contacts can impact you when and how
  16. 16. http://www.flickr.com/photos/wyoming_1/169390155/ Sadly most organizations are Hyperlinks subvert hierarchy silo and transaction driven
  17. 17. We are organic and social We bring these behaviors with us online
  18. 18. The Flickrverse http://www.flickr.com/photos/gustavog/9708628/in/set-222111/ The Internet is enabling conversations among human beings that were simply not possible in the era of mass media [thesis 6 -cluetrain manifesto]
  19. 19. anyone know a a nice Where can I find a quiet restaurant in NYC? quiet restaurant in Sydney? deb, get an LG HD best place to get a drink around here? deb, it’s john thanks for email on new features We weave sent to dev team An explosion of the personal woot - we launched! John - when you guys launching your new API?
  20. 20. An adolescent hasn’t quite figured itself out
  21. 21. The Web Still pretty binary http://xkcd.com/99/
  22. 22. A reminder, what exactly is the social web?
  23. 23. http://www.flickr.com/photos/saxcubano/440777294/ It is not about this don’t be swayed by the bling
  24. 24. Connecting creating posting Sharing writing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing volunteering organizing listening collecting helping co-creating
  25. 25. "It's not about telling and selling, "It's about relationships”
  26. 26. Culture of sharing Easier than ever before
  27. 27. Social is like air
  28. 28. Death of the Grand Gesture Continuum vs Episodic http://flickr.com/photos/dharmasphere/83294738/
  29. 29. Real time Not fast enough
  30. 30. You build authentic networks Be prepared before you need them
  31. 31. 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 "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. -Jerry Michalski
  32. 32. Versus how the Traditional PR & Marketing Function is viewed
  33. 33. The uninvited guest http://www.flickr.com/photos/sarey777/429469554/
  34. 34. Parachutes In
  35. 35. The Customer We’re not “elusive” We are annoyed source: © uri baruchin: getting through http://www.flickr.com/photos/ratterrell/40634731/
  36. 36. OK, so where’s the manual? Umm – there isn’t one … http://www.flickr.com/photos/98469445@N00/299313394/
  37. 37. The participatory web requires both new design thinking and a renewed focus on human skills and behavior
  38. 38. New framework for a new social web ‣ Organic vs Static ‣ Emotion vs Data ‣ Relationship vs Transaction ‣ Continuum vs Grand Gesture ‣ Intention vs Attention Jump in!
  39. 39. The Human Skills ‣ Listener ‣ Connector ‣ Partial geek ‣ Pattern finder ‣ Curator ‣ Catalyst ‣ Diplomat/Empathy ‣ Intuitive ‣ Inquisitive ‣ driven by relationships http://www.flickr.com/photos/98469445@N00/299313394/
  40. 40. Tummler/Tummling an entertainer or master of ceremonies, especially one who encourages audience interaction (from Yiddish tumler, from tumlen 'make a racket'; cf. German (sich) tummeln 'go among people, cavort') NOUN: 1. One, such as a social director or entertainer, who encourages guest or audience participation. 2. One who incites others to action. ETYMOLOGY: Yiddish tumler, from tumlen, to make a racket. Learn more at tummelvision.tv
  41. 41. A possible way to think about this
  42. 42. Migrating the social to the web Think of yourself as hosting a party
  43. 43. Mimic the Real World - Be Human
  44. 44. Pause for demonstration
  45. 45. Let’s Break it Down ‣ Handshake ‣ Greeting ‣ Response ‣ Handoff ‣ Feedback ‣ Make me smarter about me ‣ Makes me happy
  46. 46. Enter is a handshake
  47. 47. Date Stamp is a Social Contract I will stay in touch
  48. 48. Sign-in is a greeting Acknowledges me
  49. 49. Give to get make me smarter about me & you
  50. 50. Remind me of the fun times we had Awareness/Persistence together
  51. 51. Handoff Did you know.....
  52. 52. Entertain me in unusual ways
  53. 53. Nike Join the chain
  54. 54. Meet others like you Wee this is fun!
  55. 55. Respect me and my time remember, opt-n
  56. 56. Moo Cards - making printing fun!
  57. 57. Some Practical Steps ‣ Think like a sociologist or ethnographer ‣ Be an observer first ‣ Be curious ‣ Create experiences ‣ Speak human ‣ Join the lives of people vs. interrupting them ‣ Find a 'place' in the space you are designing - be a part of it ‣ Think constancy not episodic ‣ Experiment: Listen. Rinse. Repeat http://www.flickr.com/photos/gordonr/42555739/
  58. 58. Thanks Find me on the web Partner, Altimeter Group www.altimetergroup,com deb@altimetergroup.com Etcetera @debs deborahschultz@gmail.com www.deborahschultz.com www.tummelvision.tv slideshare.net/debs
  59. 59. About Us Altimeter Group is a Silicon Valley-based strategy research and consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.
  60. 60. The Forces at Work ‣ Live Web - 24/7 ‣ Decentralized lives ‣ Democratization of tools ‣ Velocity of information ‣ Media fragmentation ‣ Empowered individuals http://www.flickr.com/photos/44799719@N00/330191406/