1. Generations & The
Networking Advantage
Tribes, Weak Ties & Personal
Capital

2. Alex

3. Local Business Marketing Spend: 2013
BIA Kelsey Research

4. Puzzled By A Trend

5. Why Does Connection Marketing
Instinctively Matter to Biz Operators?
BIA Kelsey Research

7. Interruption Marketing is Over

8. Seth Godin: Internet and Hanging With
Your Tribe

19. Urban Tribes, Identity Capital,
Weak Ties

20. 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

21. Can a Tribe Really Help?
• Similarity breeds
connection
• Homogeneous clique
• Incestuous group
• Restricted speech

22. 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

23. 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

24. Trouble: Crisis NOW, Capital is for
LATER

25. 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.”

26. 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

27. Boomers Run Marketing Now
BIA Kelsey Research

28. Social Media Marketing: Harvesting
Weak Ties & Personal Capital

29. Wishing You (and Alex) A
Long Life of Weak Ties
Social Media for Harvesting
Your Personal and Business
Capital