Webinar: The Hyper-Social Organization

The Hyper-Social Organization
September 16th, 2010
By @fgossieaux

Overview
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

Let’s start off with a little example Human 1.0 vs. Web 2.0
The SAP Developer Community

The SAP Developer Network
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Stats:
1.4 M users
400K+ business experts
Content-rich
Original Incentive System:
Point system leading to personal rewards
The Results:
Bullying behavior in the community
New Incentive System:
Point system leading to donation to good cause
The Results:
No more bullying in the community
Web 2.0 or Human 1.0?

A look at some NIH + Duke Research
Experiment #1:
People play Atari-style video game which allows them to earn or lose money for themselves
MRI scans shows that the pleasure side of the brain lights up – that same part that gets addicted to drugs
Experiment #2:
People play Atari-style video game which allows them to earn or lose money for a charity
MRI scans shows that the altruism side of the brain lights up – that same part that is responsible for social interactions

So to understand how to do business in a 2.0 world…
You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures
You do not need to understand the Web 2.0 technologies

Let’s get a level deeper on the Human 1.0…

Why are social beings helping one another?
Reciprocity = a Reflex

Why are people going out of their way to punish others?
Humans have an innate sense of fairness = keeps reciprocal society working

Why do people like to look like others?
Because humans have mirror neurons

Why do we lie to market researchers?
Because we lie to ourselves and others, and we tell people what we think they want to hear

Why there is no real (big) business in the long tail
Because we are a herding species, and a self-herding one to boot

Why is status so important (and why do we hoard it)?
Because it used to get us a better mate – proceed with caution: status works both ways!

What are the important Human 1.0 Hyper-Social Traits
Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters
Social framework of evaluating things vs. market framework
The role of fairness in assessing situations
The importance of looking cool and mimicking others
Herding and self-herding
(early research shows that social behavior does not change when it scales)
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.
Barry Judge, CMO Best Buy
http://www.cmotwo.com

They think differently about their business
Successful Hyper-Social Organizations
Informed by Tribalization of Business Study:
2009 – 430 Companies took the survey (52% external communities, 32 hybrid, and 12 internal)

Hyper-Social companies think differently: a recap
Think tribe – not market segment
We need to find groups of people who have something in common based on their behavior, not their market characteristics
Think knowledge network – not information channel
The most important conversations in communities happen in networks of people, not between the company and the community.
Think human-centricity – not company-centricity
The human has to be at the center of everything you do, not the company
Think emergent messiness – not hierarchical fixed processes
People will want to see responses to their suggestions, even if it does not fit your community goals – FAST
“…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”
- Tom Hayes, Jump Point: How Network Culture is Revolutionizing Business – 2008

What is it that they do different?
Hyper-Social Organizations

Hyper-Social Orgs – Leveraging Social Business Processes
Successful Hyper-Social organizations turn their business processes into “social” processes
Why?
Scale
Increased quality
Increased passion
Increased WOM

Turning a business process into a social process
IS NOT:
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.
BUT IS:
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.
TAPPING INTO PASSION, AND HUMAN 1.0 TRAITS

A closer look at Social Product Innovation

Steeping the process in Human 1.0 principles
In innovation you need to deal with a few more Human 1.0 traits
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!
People tend to react to things better than starting things – so directed innovation has to be part of the social process
Avoid the second barrier to adoption – “why should I trust you?”
You also need to deal with all the other Human 1.0 characteristics
Status/power (and hoarding of status), social framework vs. market framework, etc.
Socializing the process requires recombination of ideas

Do like IBM – get rid of the firewall while protecting IP
Green Enthusiasts
CIO’s
Business model tweak
PR
Customer support
IP
IP
IP
Product Idea
…increase knowledge flows…and competitiveness

Innovation
150,000 people from 104 countries logged on for
two 72 hour “jam sessions”
10 new IBM business opportunities: $100m investment
$300 million in new revenues in first year

Example of a Product Innovation 2.0 Company
How it works:
Teams submit business plans that can be reviewed by community
It is the internal Cisco team who decides who moves up to next level
They started seeing self organized posses, and teams formed online
Results:
Crowdsourcing actionable innovations with large addressable marketshare
Key to success:
Accepting the social power of people in communities

How do they get going?
Hyper-Social Organizations

Many paths to success (and many paths to failure too)
Assess Hyper-Social readiness (plan is to get benchmarking info on this from 2010 Tribalization of Business Study)
Find the tribes and their leaders – internally and externally:
Who are they, what makes them tick, what is their language, what is their shared symbolism, where do they hang out, etc.
Start pilots that matter - and measure them the same way you would measure the impact of any other program
Set up infrastructure to:
Measure cross-functional impact of programs
Scale the program to where it makes a difference in business
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.
Erin Nelson, CMO Dell (cmotwo.com)

Further down the line
Look at new measurements – e.g., customer equity measurements to better reflect impact of WOM
Monitoring and understanding the behavior of active lurkers – the largest active member group of any community (32% of companies are starting to measure)
Think of expanding your employee pool by encouraging more people to participate
Recruit for a Hyper-Social future
Different talent
Different leadership

Smaller questions to ask yourself
Are your marketing/employee programs reciprocal?
Would you send collateral to a friend of yours?
Do you know what 20% of your collateral gets used?
Are you recruiting for skill or behavior?
Are you ensuring diversity in the recruiting process?
Are you tapping in the social realm to recruit?
Is your KM extending to your customers?
Is your CRM customer-centric or account-centric?
Is it focused on transactions or relationships?
Is it focused on the past/present or the present/future?

If you want to learn more – Hyper-Social Mini-Summits
When? Where?
Columbia Faculty House Sep 30, 2010
Harvard Faculty Club Oct 5, 2010
What?
Join Academics, Practitioners and the Authors who will help you turn the principles of the Hyper-Social Organization in actionable plans for your company
How?
A pre-conference call to assess your needs/challenges
A full day of brainstorming with experts and peers
A great networking dinner
A follow up call to ensure that all questions have been answered
http://www.human1.com/hyper-social-mini-summits/

Any questions?
Francois Gossieaux
Partner, Beeline Labs
e. francois@human1.com
w. http://www.human1.com
b. http://www.emergencemarketing.com
c. http://www.marketingtwo.net
p. http://www.cmotwo.com
t. http://twitter.com/fgossieaux
Our new book: The Hyper-Social Organization
http://www.hypersocialorg.com
& Facebook page:
http://www.facebook.com/hypersocialorg
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Remember: We’re people.

Webinar: The Hyper-Social Organization

by Awareness, Inc. on Sep 17, 2010

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