I was able to attend the Web 2.0 conference for a little while today. Saw a really awesome presentation by Micki Krimmel. Seriously, it was so awesome.Building Trust OnlineMicki Krimmel @mickipediapresentation at Web 2.0 conference, San Francisco 3/30/2011 http://neighborgoods.net avg power drill used for 12 minutes in its entire lifetime then ends up in landfilldo you need power drill or the hole in the wall?safe community for sharingladders, bikes, books, video gamescollaborative consumption, sharing of physical goodstechnology making it easier for us to connectshelby relayrides household goods & infrequently used itemsthings you may not use every day gamewe play a game of 5 & 5they triple itand measuring trustgive it back or keep it[I volunteered to go on stage and participate in the game][I get $10. It is still in my pocket and now I have to think of something equally awesome to do with it. Maybe playing the same game @codeforamerica, or trying to get $100 back to neighborgoods by getting them more neighborhoods…or something. Going to think about it.]effects of oxytocin/ trust hormone98% sent something back - Paul Zak(http://www.neuroeconomicstudies.org/)showing trust levels of oxytocin elevatedinnateoxytocin produced in orgasm & breastfeedinglevels of trust & economic stability & economic performancemore trust better economically overallcommunities know each other betterdecline in trustnot knowing neighbors anymoreBowling Alone Robert Putnam (http://www.bowlingalone.com/)people being civicly engagedincrease in televisioninstead of being out - sitting alone on couch watching TV - TV is ad supportedtv teaches us to be hyper competitive - we want to be alone and continue thathouses look more like barbed wire housesfences to protect things from neighborssocial media is socialtime online - anti social behavioroxytocin sharing on FB - social reward interacting online (Paul Zak) brain not noticing the difference“The New Sharing Economy” - http://shareable.netsharing online more apt to share offlineoffline sharing will start in the next few yearsemerging market & huge opportunityTrust* vulnerability* confidence* risk* lack of controlHow to build successful sharing communities?trust that if you lend lawnmover it will come back?if you meet people they will turn into longterm relationships?trust requires risk - if there wasn’t risk to lose money, don’t have opprountiy to show real trustrisk that creates trusted relationshiponce it goes well - you have real trustpeople to watch your house when you go out of townzimrideairbnbrelayrideswhat is most important in building trust in a sharing community?i need a ride, i have car, this is where i go everydayneighborhoods borrow household goodsairbnb - couch, home to complete strangersshelby - founder relay rides - peer to peer car rentalunused resources5 key ideas common in all these collaborative consumption projects.1. The belief that people are inherently trustworthy2. Importance of social profiles3. Peer Reviews4. Tribes/groups5. Reduce friction (make the hard stuff easy)1. The belief that people are inherently trustworthy.People are fundamentally good & trusting.Christopher Likezikcore to the business model & the designtool for people who are good & trusting vs. people who think they are going to rip each other offtrust that they already know how to sharebuild a simpler tool instead of over-designingtransaction on neighborhoodpermalinkprivate conversation between 2 peoplelaunched thought it would be marketplace and less of a communitylist item - i want $12 a day for this i want from fri to money - like booking a planerealized that tools were getting in the way fundamental in transaction is conversation between two peopleas owner - have tools on the rightpickup reminderreturn reminderpart of the transactionsomething you are working out with the person instead of what you need to do ahead of time2. Importance of social profilesphoto, information, FB - feel like you are sharing with a real personppl so familier w/ social profiles, it does most of the job - great social profile is keyPeople who use RelayRides love that the car belongs to a real person.http://relayrides.com/money supports another person in neighborhood as opposed to renting from a companybob’s toyota prius - not just a car - belongs to Bob - note from Bob in the carvideo profiles - get to know peopleShelby Clark3. Peer ReviewsAir BnB & neighborgoods on the righthttp://www.airbnb.com/Ebay - ppl know how these workuser profile - 25 items on the network - here is history and ratings and sharestransparency in information, peer to peercomplete transaction - rate item & the personbuilding social profiles for the entire networkThreaduphttp://www.thredup.com/“Kids grow, clothes don’t.”send box of clothing, get box of clothinghow fast you ship & how stylishrating on things that matter for the network4. Tribes/groups“People are tribal, we are working with smaller networks so we can leverage trust that already exists” - John Zimmer, founder/COO“Would you carpool?”“No.”“Would you share ride w/ coworker to work?”“Yeah, sure”affinity groupsharing platforms in networks that already existAtwater villagehttp://neighborgoods.net/groups/atwater-villageworking with organizationto sponsor neighborhood - like adopt a streetenterprise groups in organization (talk w/ her about this)5. Reduce friction - make the hard stuff easyMicki Krimmelmaking the transaction go wellsmoother the process - less doubt in their mind just guide them right throughairbnb is the master at thispayment system - paid before you show upmessy stuff handled alreadyrelayrides - users don’t have to meet up - borrows have keyswipe - reduces friciotn in the processgas/insurance coveredNeal Gorenflosharable.netquote: “trust provide access wealth and freedom…..” [missed it]“We’re already built for sharing.” - mickirebuilding neighborhood where it is ok to buildmicki at neighborgoods dot netverify code to house (sent mail to house)high value - create organization for $10 sponsors to bring neighborhoods to neighborhoodcity sponsors neighbor groupsadditional featuresstatistic featuresreporting tools withhyperlocal blogs - not yet working withex. patchputting content on different sitesQ: How did you get started?(my question)She started in 2009, launched last year on 2010 now people understand and say ‘oh yeah that is collaborative consumption’no tools that actually let us help and connecta huge need for that - biologically even.90% transactions are freesmaller percent are borrowing