Post on 19-May-2015
transcript
Generations & The Networking Advantage
Tribes, Weak Ties & Personal Capital
Alex
Local Business Marketing Spend: 2013
BIA Kelsey Research
Puzzled By A Trend
Why Does Connection Marketing Instinctively Matter to Biz Operators?
BIA Kelsey Research
Interruption Marketing is Over
Seth Godin: Internet and Hanging With Your Tribe
Urban Tribes, Identity Capital, Weak Ties
Identity Capital
• How we build ourselves piece by piece over time• Repertoire of assembled individual assets• Most importantly, what kids bring to the adult marketplace
Can a Tribe Really Help?
• Similarity breeds connection
• Homogeneous clique
• Incestuous group• Restricted speech
Strength of Weak Ties
• Weak Ties are the people we have met, or are connected to somehow, but do not currently know well and have not been promoted to close friends
• Force us to communicate from a place of difference…with Elaborated Speech
• Requires us to make our points more fully• Promotes more thoughtful Growth and Change
Weak Ties
• The people we know the least are the most transformative
• New things always come from outside your inner circle
• Twenty-somethings resist leveraging the strength of their weak ties– I want to get a job on my own– I hate networking– That’s not my style
Trouble: Crisis NOW, Capital is for LATER
Eric Schmidt, executive chairman of Google
“ Y-E-S is how you get your first job, and your next job, and your spouse, and even your kids. Even if it’s a bit edgy, a bit out of your comfort zone, saying yes means you will do something new, meet someone new, and make a difference.”
Boomers Get Weak Ties
• College campus: playground to explore, chase identity, and begin stalking change
• Learned that interconnectedness is not texting friends at 1am- but reaching out to weak ties that make a difference to our lives even though they don’t have to
• Engaging human grace vs. servile respect• But, boomers have grown distant and apart-
Social Networks new playground for old skills
Boomers Run Marketing Now
BIA Kelsey Research
Social Media Marketing: Harvesting Weak Ties & Personal Capital
Wishing You (and Alex) A Long Life of Weak Ties
Social Media for Harvesting Your Personal
and Business Capital