Webinar: The Hyper-Social Organization

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During a recent AwarenessInc Webinar, Francois Gossieuax, co-founder of The Hyper-Social Organization, decribed will describe how successful Hyper-Social organizations think differently about their business, act differently, and how they manage to transform themselves from classic post-industrial revolution organizations to true 21st Century Hyper-Social organizations.

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Webinar: The Hyper-Social Organization

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  10. 10. The Hyper-Social Organization<br /> September 16th, 2010<br />By @fgossieaux<br />
  11. 11. Overview<br />What is actually happening out there?Understanding the true drivers of Social MediaHow do Hyper-Social Organizations think about their business?What do Hyper-Social Organizations do Differently, and WHY?A closer look at Social InnovationHow Do Hyper-Social Organizations Get StartedWhat to do if you want to learn more<br />
  12. 12. Let’s start off with a little example Human 1.0 vs. Web 2.0<br />The SAP Developer Community<br />
  13. 13. The SAP Developer Network<br />13<br />Stats:<br />1.4 M users<br />400K+ business experts<br />Content-rich<br />Original Incentive System:<br />Point system leading to personal rewards<br />The Results:<br />Bullying behavior in the community<br />New Incentive System:<br />Point system leading to donation to good cause<br />The Results:<br />No more bullying in the community<br />Web 2.0 or Human 1.0?<br />
  14. 14. A look at some NIH + Duke Research<br />Experiment #1:<br />People play Atari-style video game which allows them to earn or lose money for themselves<br />MRI scans shows that the pleasure side of the brain lights up – that same part that gets addicted to drugs<br />Experiment #2:<br />People play Atari-style video game which allows them to earn or lose money for a charity<br />MRI scans shows that the altruism side of the brain lights up – that same part that is responsible for social interactions<br />
  15. 15. So to understand how to do business in a 2.0 world…<br />You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures<br />You do not need to understand the Web 2.0 technologies<br />
  16. 16. Let’s get a level deeper on the Human 1.0…<br />
  17. 17. Why are social beings helping one another?<br />Reciprocity = a Reflex<br />
  18. 18. Why are people going out of their way to punish others?<br />Humans have an innate sense of fairness = keeps reciprocal society working<br />
  19. 19. Why do people like to look like others?<br />Because humans have mirror neurons<br />
  20. 20. Why do we lie to market researchers?<br />Because we lie to ourselves and others, and we tell people what we think they want to hear<br />
  21. 21. Why there is no real (big) business in the long tail<br />Because we are a herding species, and a self-herding one to boot<br />
  22. 22. Why is status so important (and why do we hoard it)?<br />Because it used to get us a better mate – proceed with caution: status works both ways!<br />
  23. 23. What are the important Human 1.0 Hyper-Social Traits<br />Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters<br />Social framework of evaluating things vs. market framework<br />The role of fairness in assessing situations<br />The importance of looking cool and mimicking others<br />Herding and self-herding<br />(early research shows that social behavior does not change when it scales)<br />So to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we’ll go a long way towards gaining a higher or stronger level of trust with the consumers.<br />Barry Judge, CMO Best Buy<br />http://www.cmotwo.com<br />
  24. 24. They think differently about their business<br />Successful Hyper-Social Organizations<br />Informed by Tribalization of Business Study:<br />2009 – 430 Companies took the survey (52% external communities, 32 hybrid, and 12 internal)<br />
  25. 25. Hyper-Social companies think differently: a recap<br />Think tribe – not market segment<br />We need to find groups of people who have something in common based on their behavior, not their market characteristics<br />Think knowledge network – not information channel<br />The most important conversations in communities happen in networks of people, not between the company and the community.<br />Think human-centricity – not company-centricity<br />The human has to be at the center of everything you do, not the company<br />Think emergent messiness – not hierarchical fixed processes<br />People will want to see responses to their suggestions, even if it does not fit your community goals – FAST<br />“…affinity groups will quickly become the dominant social force in the emerging world economy, changing how we think about markets, fads, social movements, and, ultimately, power” <br />- Tom Hayes, Jump Point: How Network Culture is Revolutionizing Business – 2008<br />
  26. 26. What is it that they do different?<br />Hyper-Social Organizations<br />
  27. 27. Hyper-Social Orgs – Leveraging Social Business Processes<br />Successful Hyper-Social organizations turn their business processes into “social” processes<br />Why?<br />Scale<br />Increased quality<br />Increased passion<br />Increased WOM<br />
  28. 28. Turning a business process into a social process<br />IS NOT:<br />Running traditional programs using social media platforms – PR by blogging press releases, lead gen by spamming community members, recruiting through spray and pray over Twitter, etc.<br />BUT IS:<br />Running programs based on human reciprocity and social contracts to get others, whose job it isn’t to do so, to help you do your job – customer support with the help of all employees and customers, product innovation with customers and detractors, etc.<br />TAPPING INTO PASSION, AND HUMAN 1.0 TRAITS<br />
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  30. 30. A closer look at Social Product Innovation<br />
  31. 31. Steeping the process in Human 1.0 principles<br />In innovation you need to deal with a few more Human 1.0 traits<br />People like to hang out with people who are like themselves, they do not have a natural tendency to diversify – yet diversity = key to success!<br />People tend to react to things better than starting things – so directed innovation has to be part of the social process<br />Avoid the second barrier to adoption – “why should I trust you?”<br />You also need to deal with all the other Human 1.0 characteristics<br />Status/power (and hoarding of status), social framework vs. market framework, etc.<br />Socializing the process requires recombination of ideas<br />
  32. 32. Do like IBM – get rid of the firewall while protecting IP<br />Green Enthusiasts<br />CIO’s<br />Business model tweak<br />PR<br />Customer support<br />IP<br />IP<br />IP<br />Product Idea<br />…increase knowledge flows…and competitiveness<br />
  33. 33. Innovation<br />150,000 people from 104 countries logged on for<br />two 72 hour “jam sessions”<br />10 new IBM business opportunities: $100m investment<br />$300 million in new revenues in first year<br />
  34. 34. Example of a Product Innovation 2.0 Company <br />How it works:<br /><ul><li> Teams submit business plans that can be reviewed by community
  35. 35. It is the internal Cisco team who decides who moves up to next level
  36. 36. They started seeing self organized posses, and teams formed online</li></ul>Results:<br /><ul><li>Crowdsourcing actionable innovations with large addressable marketshare</li></ul>Key to success:<br /><ul><li> Accepting the social power of people in communities</li></li></ul><li>How do they get going?<br />Hyper-Social Organizations<br />
  37. 37. Many paths to success (and many paths to failure too)<br />Assess Hyper-Social readiness (plan is to get benchmarking info on this from 2010 Tribalization of Business Study)<br />Find the tribes and their leaders – internally and externally:<br />Who are they, what makes them tick, what is their language, what is their shared symbolism, where do they hang out, etc.<br />Start pilots that matter - and measure them the same way you would measure the impact of any other program<br />Set up infrastructure to:<br />Measure cross-functional impact of programs<br />Scale the program to where it makes a difference in business<br />Compared to other CMO’s I consider myself lucky. Dell Hell put our brand under pressure and so to engage in social media was actually a question of survival….you cannot get into social media by just putting a toe in the water - you are either all in and it becomes part of your culture, or you’re not.<br />Erin Nelson, CMO Dell (cmotwo.com)<br />
  38. 38. Further down the line<br />Look at new measurements – e.g., customer equity measurements to better reflect impact of WOM<br />Monitoring and understanding the behavior of active lurkers – the largest active member group of any community (32% of companies are starting to measure) <br />Think of expanding your employee pool by encouraging more people to participate<br />Recruit for a Hyper-Social future<br />Different talent<br />Different leadership<br />
  39. 39. Smaller questions to ask yourself<br />Are your marketing/employee programs reciprocal?<br />Would you send collateral to a friend of yours?<br />Do you know what 20% of your collateral gets used?<br />Are you recruiting for skill or behavior?<br />Are you ensuring diversity in the recruiting process?<br />Are you tapping in the social realm to recruit?<br />Is your KM extending to your customers?<br />Is your CRM customer-centric or account-centric?<br />Is it focused on transactions or relationships?<br />Is it focused on the past/present or the present/future?<br />
  40. 40. If you want to learn more – Hyper-Social Mini-Summits<br />When? Where?<br />Columbia Faculty House Sep 30, 2010<br />Harvard Faculty Club Oct 5, 2010<br />What?<br />Join Academics, Practitioners and the Authors who will help you turn the principles of the Hyper-Social Organization in actionable plans for your company<br />How?<br />A pre-conference call to assess your needs/challenges<br />A full day of brainstorming with experts and peers<br />A great networking dinner<br />A follow up call to ensure that all questions have been answered<br />http://www.human1.com/hyper-social-mini-summits/<br />
  41. 41. Any questions? <br />Francois Gossieaux<br />Partner, Beeline Labs<br />e. francois@human1.com<br />w. http://www.human1.com<br />b. http://www.emergencemarketing.com<br />c. http://www.marketingtwo.net<br />p. http://www.cmotwo.com<br />t. http://twitter.com/fgossieaux<br />Our new book: The Hyper-Social Organization<br />http://www.hypersocialorg.com<br />& Facebook page:<br />http://www.facebook.com/hypersocialorg<br />40<br />
  42. 42. Remember: We’re people.<br />

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