I presented this at the Pacific Coast Builder's Association in June in San Francisco

1. You don’t
build
homes.
...or houses or apartments or condos or any other such
dwellables.

2. first...here is the bad news:

3. expectations
are
changing

4. 18%
trust what they read in ads to be the truth.
info: ADWeek dec09

5. 51%
trust business to do the right thing
info: Edelman 2009

6. 42%
believe in ghosts
info: Poll Harris Interactive 2009

7. 76%
believe in miracles
info: Poll Harris Interactive 2009

8. social web
SN’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,

9. FACEBOOK: >500 Million Users
TWITTER: >105 Million Users
FOURSQUARE: >1 Million Users

10. me me me me me
me me me me me
me me me me me
narcissists
me me me me me
me me me me me
me me me me me
me me me me me

11. escapists
http://www.flickr.com/photos/laughingsquid/420074166/

12. addicts

13. 89%
expect to be able to interact with brands.
stat: WebProNews Oct09

15. now for the good news:

16. expectations
are
changing

17. generosity
abounds
in online
communities

18. why (and what)
we share
http://www.flickr.com/photos/ryanr/142455033

19. 82%
random
thoughts
http://www.flickr.com/photos/wynde/1394089355/

20. 76% articles/business essays
75% links to interesting subjects
74% personal photos (family, friends, self)
69% positive feelings

21. Articles most likely
to be shared are:
emotional
positive
lengthier
awe-inspiring
Will You Be Emailing this Column? It’s Awesome, Tierney ://www.nytimes.com/2010/02/09/science/09tier.html

22. “people are more
likely to share
articles that they
think will interest
others ...not
themselves”

23. 76%posted
something highly
personal
http://www.flickr.com/photos/katie_made_me_do_it/4231581505/

24. How I was feeling. Feeling lonely after moving to a
new city. Told story of my epically "being dumped".
Private thoughts towards political issues. A tweet
from a date. I've posted long blog posts about
terrible breakups and details about one-night
stands. Failing on a date. Setting fire (accidentally) to
my own house. Client woes. Notices of hair growing
in unusual places. Anniversary of my brothers
death...it was out of character. Being a new mother
and how that felt. Details of my sex life. When I got
engaged. A blog about the death of my son.
Thoughts on troubles I was having with my wife. Being
in an open relationship. Infertility struggles. That I
was not proud of what I've done in the past 10 to 20

25. wefeelfine.org

30. http://www.flickr.com/photos/hippie/2496096306/

31. keep or delete?
Other
12%
Kept it
Considered deleting
13%
41%
Deleted it
34% 66%
kept on
some level

32. whereabouts
http://www.flickr.com/photos/kylesteeddesign/4622356056

33. Geo-location (Foursquare/Gowalla/etc) Travel Plans (Tripit/Dopplr/etc)
Post + tweet Friends Only
11% 19%
Post location
23% Post, tweet & FB Yes
9% 16%
Post, tweet, fb + blog
3%
Other
7%
other
15%
Don’t post No
58%
39%
49% yes
35% yes

34. Why people share
where they are:
chance of connections
for personal record keeping
identity broadcasting
incentives (badges)

35. and the even better news:

36. “we are
wired to
connect”
Goleman

37. http://www.flickr.com/photos/cc_chapman/3366360309/

40. “FAIT ICI, a local shop that focuses on local,
organic food is opening next door to the café I sit
in every day to write these blog posts. Last week,
they put up the banner and I got curious as to
what store was going to open. When I checked
my email a few days ago, there was an invite to
their opening. Jackson Wightman saw that I kept
logging in nearby, saw my tweets about organic
meat and eating paleo, and figures I’m interested.
I am impressed, and tell him so.”
Julien Smith, June 5, 2010 http://inoveryourhead.net/two-great-local-business-uses-for-foursquare/

41. 89%
expect to be able to interact with brands.
stat: WebProNews Oct09

42. and how does this all relate to you?

43. dwellings
http://www.flickr.com/photos/ari/1388320216/

44. http://www.flickr.com/photos/esprit_jap/4404887045/

45. Q. How is it that I have more
connections with people in other
countries than I do with my
neighbors?

46. A.
Because social networks are
designed to be social...are
neighborhoods?

47. hutongs

48. vs.

49. high rises

50. "If you live there, you feel isolated"
from an article about the move to high rises

51. http://www.flickr.com/photos/franck-chilli/3123475085

52. "Where there is a hutong, there is a
story."

53. uniqueness

54. “we are
wired to
connect”
Goleman

55. you’re in the
business of
building
social
networks

56. (or at least that’s what you should be doing)

57. Five Characteristics of a Social Network
1. user-based
2. interactive
3. community-driven
4. encouraged relationships
5. emotion over content
Research, Rice University 2007 http://www.imconf.net/imc-2007/papers/imc170.pdf

58. now apply this to building IRL social networks:

59. Five Characteristics of a Social Networks (IRL)
1. resident-based
2. interactive
3. interest-driven
4. encouraged relationships
5. emotion over features

60. expectations
are
changing

61. you’re in the
business of
building
social
networks

63. Tara ‘missrogue’ Hunt
horsepigcow@gmail.com
@missrogue
montreal, quebec, canada
514-679-2951
http://www.horsepigcow.com
share/remix/spread ... but don’t forget to attribute.
http://slideshare.net/missrogue