Francois Gossieaux - International Forum on E 2.0

Eclipse your competition by leveraging social media
Prepared for the International Enterprise 2.0 Forum – Milan, June 10th, 2010
@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?Marketing 2.0 in a Hyper-Social world

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)

In the old days
Customer
Support
PR
Marketing
Hierarchies within organizations
Old: legal employee contracts
Mostly 1-1 customer relationships
Old: legal customer contracts

The new world order
Green Enthusiasts
CIO’s
Business model tweak
PR
Customer support
Product Idea
Hierarchies within organizations
Old: legal employee contracts
New: cross-functional social contracts
Mostly 1-1 customer relationships
Old: legal customer contracts
New: social contracts

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

Marketing 2.0 in a Hyper-Social world
Realize that your customers are Hyper-Social
Find the knowledge networks that matter – listen to what is being said about the things you care
Develop content that will travel in those networks – would you send it to your best friends?
Find ways to help the tribes AND their leaders
Leveraging Hyper-Social employees
Find the pockets of passion and turn all your employees into sales, marketing, and customer support employees
Examples: Best Buy, Xerox, Humana, Dell

Any questions?
Francois Gossieaux
Partner, Beeline Labs
e. francois@beelinelabs.com
w. http://www.beelinelabs.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
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Francois Gossieaux - International Forum on E 2.0

by International Forum on Enterprise 2.0 on Jun 22, 2010

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Francois Gossieaux - International Forum on E 2.0 — Presentation Transcript