The Online Watercooler

Online Watercooler

I missed meeting new people and I missed bumping into people I know. So, six weeks ago, we introduced Shelly Palmer Online Networking Salons. They are free, category-specific, weekly, 20-minute, super-curated, small Zoom meetings where you meet new people, bump into old friends, hang out for a bit, and then get back to work. The results have been nothing short of amazing! And we’ve learned some things that I’d like to share with you.

From Online Networking Salon to Online Watercooler

We originally designed these “free, category-specific, weekly, 20-minute, super-curated, small Zoom meetings” using a salon metaphor. The idea was to curate the audience, pick a topic, and have a salon-like discussion about it. This worked fine, but everyone was not always well versed in the individual daily topics, so many attendees just listened, which was not what we intended.

A “That’s Interesting” Moment

But then, something wonderful happened. Some of the salons naturally evolved into online watercooler conversations – old friends and new acquaintances taking a few minutes out of their very busy work days to talk about things that are important to them. It was (and is) magical.

The Format

We host eight salons per week (see the schedule below). The format is simple. After a minute of opening remarks, the attendees are sorted (by a very interesting algorithm) into small breakout sessions with five to eight people per discussion. There, they introduce themselves and take a minute to say whatever they want to say. Then, the rest of the time is spent hanging out at the online watercooler.

Method Evolved, but Goal Achieved

I like where we ended up. We’ve created a platform where hundreds of people can enjoy the comfort of chatting with their friends while benefiting from the serendipity of meeting new people. I couldn’t be happier. But there’s a bigger lesson here.

Some say, “Follow the road, not the map.” Others say, “Follow the map, not the road.” Which is right?

We had a plan: Build an online salon. We had a working offline model: My in-person salons are the most productive business gatherings I host. We had test data: Beta testing showed the online salon format would work. We had competitive data: We had attended online salons hosted by others that we admired and felt were successful.

We could have followed the “map.” It was our vision. The map clearly laddered up to our business strategy. And, importantly, things were working fine. In practice, we enjoyed “excellent” results from the salon format. Feedback was 85 percent positive, which we thought was statistically unbeatable.

But the road was leading us elsewhere.

Our self-assembled community is filled with super-smart, super-successful, interesting professionals, but right now, everyone can use a few minutes in a virtual breakroom with an online watercooler to gather around.

So instead of following our map or the road, we stayed laser-focused on our mission: To create an online experience that replicates (as closely as possible) an environment where you can meet new people, bump into old friends, hang out for a bit, and then get back to work.

I’m proud that this product launch not only embodies our approach to mission, vision and values but demonstrates that we practice what we preach. You’re welcome to join any or all of our “online breakrooms,” and please feel free to invite your friends. (And yes, after some market testing, we’ll probably rename them. In the meantime, please join us.)

Shelly Palmer Online Networking Salons

Weekdays at 11:05 a.m. and 11:35 a.m. ET on Zoom

Early Salons 11:05 a.m. to 11:25 a.m. ET on Zoom
Monday – Education Tech
Tuesday – AI & Machine Learning
Wednesday – Health & Wellness Tech
Thursday – Media & Entertainment Tech

Late Salons 11:35 a.m. to 11:55 a.m. ET on Zoom
Monday – Digital Transformation
Tuesday – Digital Leadership
Wednesday – 5G & Connectivity
Thursday – Advertising & Marketing

Other Essays That May Interest You

About Shelly Palmer

Shelly Palmer is a business advisor and technology consultant. He helps Fortune 500 companies with digital transformation, media and marketing. Named LinkedIn's Top Voice in Technology, he is the co-host of "Think About This with Shelly Palmer & Ross Martin." He covers tech and business for Good Day New York, writes a weekly column for Adweek, is a regular commentator on CNN and CNBC, and writes a popular daily business blog. Follow @shellypalmer or visit shellypalmer.com

Topics in this Article

PreviousMicrosoft Office 365 Outages NextHow Do Government Contact Tracing Apps Work?

Get Briefed Every Day!

Subscribe to my daily newsletter featuring current events and the top stories in technology, media, and marketing.

Subscribe