yes, i do mind the gap

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



yes, I domindthe gap

business, onlinecommunities andcultural tourism

this isnt a talk about

social networks

A.because most business values dont align with community values.

18%trust what they read in ads to be the ADWeek dec09

21%of employees are truly engaged in their workinfo: Towers Perrin Global Workforce Survey 09

38%trust business to do the right thinginfo: Edelman 2009

42%believe in ghostsinfo: Poll Harris Interactive 2009

76%believe in miraclesinfo: 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! maana, 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.

subtextI 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)

subtextI would love more friends to come and join us.

Im 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...

subtextIm lonely.

Hear me. Value me. Connect to me.

you are what you

tweet sorta!

twitter18m + estimated users57% women

men have 15% more followers

66% under 25 yrs old

stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09

85% tweet 10x per day

75% all Twitter activity comes from 5% of users94% of Twitter users have 1000 followers92% follow 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

huge opportunity

value disparity



ess com



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 01/13/10

You've gotta stand your ground for freedom,

beauty, truth, and love.the Bohemians





it is no coincidence that the companies that

espouse human values are the

darlings of online communities.

I Googled



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

* from

2,200 attendees. 64% of laptops at

Le Web were apple.

1,008 iPhones.

Craigslist gets more traffic than either eBay or eBay has more than 16,000 employees. Amazon has more than 20,000. Craigslist has 30.

sept 2009, wired magazine


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

generosity aboundsin onlinecommunities

but so does reciprocity...

the gift economy

the more u give

the more u receive


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 peoplessuggestions


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

measuringlike it



numbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbers numbersnumbersnumbersnumbers


meaningfulnumbers havestories +


embracing the chaos

is scary

much to fear

much to gain

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

a story about wisdom

rules are guidelines and not substitutes

improvising is a form of art.

real life is full of ambiguity. 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.


people robots

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

I Googled



liar pants on fire


I told you this wasnt a talk about

social networks

social worldwhich we are ALL a part of...

When we value money over

human beings and then add technology, I get nervous.

yes, I domindthe gap

tara missrogue

514-679-2951twitter: @missrogueskype: sanfranrogue

http://www.horsepigcow.com from:

(unless marked from + AVATAR + Wall-E )