Netiquette and Collective IntelligenceHow words (and actions) online affect brands

What is Etiquette?• The customary code of polite behavior in society

or among members of a particular profession or group.

Etiquette + = Netiquette

What are the Rules of Netiquette?

• “Netiquette” by Virginia Shea

• © 2004• No authoritative

guide on Social Media

Learning through other’s mistakes

• October 2011

Rule 7: Don’t respond to flame bait.

Another (BIG) Mistake

• March 2012

"Jason Russell was unfortunately hospitalized yesterday suffering from exhaustion, dehydration and malnutrition," the statement said. "He is now receiving medical care and is focused on getting better. The past two weeks have taken a severe emotional toll on all of us, Jason especially, and that toll manifested itself in an unfortunate incident yesterday.“

- Ben KeeseyInvisible Children Inc.

Rule 3: Lurk before you leap?(or… how to unwittingly create content)

And one more…

• 2006 – March 2012“Ms. Michelle Leqve, airline hostess for Delta airlines, finds pushing a member of an endangered species toward extinction not to be a problem.”

- Linda CamacChange.org Rule ???: Sometimes

s*** happens that is out of your control.

Marketing’s Biggest Social Media Blunders of 2011

Collective Intelligence

• Collective intelligence is a shared or group intelligence that emerges from collaboration

• Any social media site has the potential to produce collective intelligence

Some examples of Collective Intelligence

Any algorithm based tool that learns from human behavior

CrowdSourcing• Crowdsourcing is a distributed problem-solving

and production process that involves outsourcing tasks to a network of people, also known as the crowd.

• Tapping into collective intelligence

http://youtu.be/F0-UtNg3ots

Jeff Howe on Crowdsourcing

Ben & Jerry’s Example

“Our incredible fans come up with some great flavors. Cherry Garcia, Chunky Monkey, Chubby Hubby? Ever hear of those? Yep, all from our fans.”

- Sean Greenwood, Public Relations, B&J

Justin Bieber Example

Which photo do you like better?

The Izzy’s Ice Cream Example• http://vimeo.com/12962316

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1. White Castle Slider

2. California Burger

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1. Nice Woody2. Angry Woody

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1. That Twilight Guy

2. A Real Vampire