Book Review: Connection Generation

Last month, the NSW Dept of Industry and Innovation (formerly known as State & Regional Development), held “Small Business September.” A series of seminars around the state to help small businesses and start-ups, especially in this TLA’d (Three Letter Acronym) time of need and pecuniary strangulation.

Being a start-up and (yet) a small business, a particular session caught my eye: The Connected Business, to be delivered by Iggy Pintado, one of the “25th most connected people in Australia.” It was there that I met Iggy, one of the Real Tweeple , and bought a copy of his book “Connection Generation.”

It’s interesting, I’ve been using “Gen C”, as the subsequent to “Gen Y” for some time. “C” for Connection, and I’ve read a number of blogs, listened to a number of podcasts about this generation. Iggy’s book sums it up succinctly, and reminds me of a TED Talk I heard on the subject. The difference with this “Connected Generation” is that it is the first that isn’t purely chronological, but comprises people from the pre-boomers, “Baby Boomers”, “Gen X”, and “Gen Y.”

What I liked about Connection Generation is that it defines the various stages of involvement with Connection Technologies, and ensuing behaviours. Not only with people, but connections to information as well.

The reality is that one can’t escape the pervasiveness of the technology. According to Nielson, 25% of Australia’s Internet usage for June 2009 was directed at Facebook – that is a phenomenal statistic. It’s not bad, it’s not unproductive, it’s not about distraction, but it is an indication of how we as a species are wired to connect, and technologies that enable that, the telegraph, phone, fax, radio & TV, email, mobile phone, and now the so-called “Social Media” technologies, very quickly become endemic. So as we can’t escape it, then why the tension? Why the BBQ conversations that start with “I just don’t get Twitter!” and the corporations that ban Facebook? Here’s where the book explains 5 different Connection Levels of individuals and groups, how to identify them, and the behaviours they exhibit: Basic, Passive, Selective, Active and Super!

Once I understood the groupings, I found it relatively simple to “profile” someone, which immediately allowed me to tailor my conversation. There’s no point in arguing the benefits of Twitter to a Basic Connector, better to encourage the relationship (Winners of Arguments are losers of friends), and perhaps gently influence them to the next level, the Passive Connector.

Although “Gen C” is not chronological, there are more people from “Gen Y” represented, merely because they’ve grown up with ubiquitous technology. So whilst there will always be Basic’s and Passive’s, these groupings will diminish relatively over time. Check out this hilarious video on just how amazing life is, everyday, and how much we take it forgranted.

The book also goes into more detail about the behaviours of all connection behaviours, and there are more acronyms or mnemonics than you can poke a stick at –

• The “ABC’s of Connection – Attitude, Behaviour, Context
• The “Three ‘R’s’ of Why Connect – Reason, Relationship, and Return
• PLAN steps to managing connections – Personalise, Listen, Activate, Nurture
• HITS the online profile of connection – Hunt, Interact, Test/Trial, Share
• GROUP how to be successful with online groups – Gather, Regulate, Organise, Unite, Participate
• The four ‘P’s’ of (successful)Online Connection – Purpose, Profile, Participate, Persist
• SCAN the factors of connected businesses – SMART Goals, Customer Focus, Accessible, Nimble – and –
• OPEN the key steps to managing connected groups – Opportunity, Participate, Engage, Network

Personally I found the book rather basic, and found myself scanning over chapters and reading ahead. Many of the concepts, although clearly explained, and illustrated with anecdotes from all chronological generations, seemed too detailed. Of course I appreciate that I’m not the target audience for the book, rather it’s aimed at “newbies” to this Social Media explosion (whatever their Connection Profile); nevertheless I did get a lot of value from reading it.

I also felt there were too many acronyms, or lists. These make great presentation frameworks, but as a book tend to be overwhelming. Having said that, in doing this review, I can see that using the book as a reference, something to go back to when planning a campaign, or considering tactics in a communications strategy, this approach is helpful.

The Connection Generation is a quick read, and I would recommend it to everyone, who….  ….well, I guess everyone really. If you’re active on Facebook, but don’t get Flickr or Twitter; if you just have a mobile “to be contacted in emergencies,” or if you’re Scott Monty, the head of Social Media for Ford; you’ll get value from this book.

If you’re interested in this book, you’ll also be interested in works by Seth Godin (Purple Cow etc – check out his Tribes talk at TED); Malcolm Gladwell (Blink, Tipping Point); and perhaps even Robert Cialdini (Influence! – the Psychology of Persuasion)

Do head over to Iggy’s site, check out, and order the book, connect with him on Twitter, oh, and please say Rog42 sent you