1. The
Micro-Sociology
of Networks
David Armano, VP Experience Design, Critical Mass // criticalmass.com
Logic + Emotion // darmano.typepad.com // Twitter @armano

2. this isn’t the story

3. this is

5. mostly true

6. Human nature doesn’t change.
Human behavior does.

7. our needs are basically the same

8. technology doesn’t make us social

9. it influences our behaviors

10. media is micro

11. print radio broadcast digital
from past revolutions

12. to present

13. how has our
behavior been
influenced?

14. we stopped consuming media

15. and started producing it

16. we’re sharing our ideas openly

17. and giving away our secrets
Sharing our ideas openly

18. we’re building our personal brands

19. and becoming micro-celebrities

20. while celebrities become more like us

21. our social circles expand

22. from intimacy to ambient intimacy
Source: Reach Cards
Robin Dunbar’s threshold of maximum number of individuals
“Ambient intimacy is about being able to keep in touch with people
with a level of regularity and intimacy that you wouldn’t usually have access to,
because time and space conspire to make it impossible.”
~Leisa Reichelt

23. as we manage our “friends”

24. and contacts

25. a perfect storm…

26. our worlds
collide

27. my boss is on facebook

29. we’re streaming our lives

30. and deaths…

31. we experience collectively

32. …participatory
Over 136 million pageviews
More than 21.3 million live video streams since 6am
1.3 million concurrent live streams

33. our communication is becoming effortless

34. and instantaneous

35. micro-social economics
are
niche

36. nearly anyone can influence

37. especially within their niche

38. the social web thrives on it

39. social economics have
equity

40. connections are currency

41. Whuffie has replaced
money, providing a
motivation for people to do
useful and creative
things. A person's Whuffie
is a general
measurement of his or
her overall reputation,
and Whuffie is lost and
gained according to a
person's favorable or
unfavorable actions ~Wikipedia

42. currency gets spent

43. finding support in networks:
micro-
philanthropy

44. Over $11,000 in 2 days

45. 566,144k members. 14,244 wall posts. 1 cause.

46. we relied on institutions
individual institution

47. we rely on each other
individual networks

48. networks as
human filters

49. search provides information

50. networks can filter signal from noise

51. moving toward
a people powered
web

53. “I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company

54. humans not optional

55. are we coming full circle?

56. “more human
than human
is our motto”
~bladerunner

57. insights into behaviors lead to innovations

58. innovations
help
people

59. “Same as it ever was” ~Talking Heads

60. The
Micro-Sociology
of Networks
David Armano, VP Experience Design, Critical Mass // criticalmass.com
Logic + Emotion // darmano.typepad.com // Twitter @armano