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. Hi, my name is Deb, who are you?

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. http://flickr.com/photos/dharmasphere/83294738/
We are inherently social animals

5. Way way past
Life was simple

6. http://www.flickr.com/photos/maisonbisson/89704297/
Recent past – Tribe moves away

7. http://www.flickr.com/photos/brentdanley/195801836/
Today The world is your oyster

8. We are connecting
everywhere, anytime

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

10. But are these relationships “real”?

11. God, I hope so!

12. Relationships are hard and
messy and subtle

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

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

16. http://www.flickr.com/photos/wyoming_1/169390155/
Sadly most organizations are
Hyperlinks subvert hierarchy
silo and transaction driven

17. We are organic and social We bring these behaviors with us
online

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. 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. An adolescent hasn’t quite figured itself out

21. The Web
Still pretty binary
http://xkcd.com/99/

22. A reminder, what exactly is the social web?

23. http://www.flickr.com/photos/saxcubano/440777294/
It is not about this don’t be swayed by the bling

25. 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

26. "It's not about telling and selling, "It's about relationships”

27. Culture of sharing Easier than ever before

28. Social is like air

29. Death of the
Grand Gesture
Continuum vs Episodic
http://flickr.com/photos/dharmasphere/83294738/

30. Real time Not fast enough

31. You build authentic networks
Be prepared before you need them

32. 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

33. Versus how the Traditional PR & Marketing Function is
viewed

34. The uninvited guest
http://www.flickr.com/photos/sarey777/429469554/

35. Parachutes In

36. The Customer
We’re not “elusive”
We are annoyed
source: © uri baruchin: getting through http://www.flickr.com/photos/ratterrell/40634731/

37. OK, so where’s the
manual?
Umm – there isn’t one …
http://www.flickr.com/photos/98469445@N00/299313394/

38. The participatory web requires both new design
thinking and a renewed focus on human skills
and behavior

39. 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!

40. 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/

41. 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

42. A possible way to think about this

43. Migrating the social to the web Think of yourself as hosting a party

44. Mimic the Real World - Be Human

45. Pause for demonstration

46. Let’s Break it Down
‣ Handshake
‣ Greeting
‣ Response
‣ Handoff
‣ Feedback
‣ Make me smarter about me
‣ Makes me happy

47. Enter is a handshake

48. Date Stamp is a Social
Contract I will stay in touch

49. Sign-in is a greeting Acknowledges me

50. Give to get make me smarter about me & you

51. Remind me of the fun times we had
Awareness/Persistence together

52. Handoff Did you know.....

53. Entertain me in unusual ways

54. Nike Join the chain

55. Meet others like you Wee this is fun!

56. Respect me and my time remember, opt-n

57. Moo Cards - making printing fun!

58. 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/

59. 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

60. 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.

61. 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/