THE TRIBALIZATION OF BUSINESS WORKSHOP PREPARED FOR THE BRITE CONFERENCE 03/05/09

LESSONS LEARNED FROM THE TRIBALIZATION STUDY SOME FRESH THINKING AROUND COMMUNITIES RECAP OF THE OLD THINKING HOW WILL YOU NOW EVALUATE YOUR COMMUNITY EFFORT? ON THE MENU TODAY (MAYBE)

ON THE MENU TODAY (MAYBE)

TRIBALIZATION OF BUSINESS STUDY CONDUCTED BY BEELINE LABS, DELOITTE AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH LOOKED AT 140 COMPANIES LEVERAGING COMMUNITY AS PART OF THEIR BUSINESS THE 2009 STUDY, CURRENTLY UNDERWAY CAN BE ACCESSED THROUGH HTTP://WWW.TRIBALIZATIONOFBUSINESS.COM – WE THANK YOU FOR YOUR PARTICIPATION LESSONS LEARNED FROM THE TRIBALIZATION STUDY

LESSONS LEARNED FROM THE TRIBALIZATION STUDY

What’s this tribal thing all about? TRIBALISM IS THE VERY FIRST SOCIAL SYSTEM THAT HUMAN BEINGS EVER LIVED IN, AND IT HAS LASTED MUCH LONGER THAN ANY OTHER KIND OF SOCIETY TO DATE. (WIKIPEDIA)

Why now? SOCIAL MEDIA HAPPENED… A PLATFORM AND CULTURE OF PARTICIPATION HAS EMERGED – GIVING POWER TO ALL YOUR EMPLOYEES, CUSTOMERS AND PROSPECTS TO BEHAVE THE WAY THEY WERE HARDWIRED TO BEHAVE – HUMANLY, TRIBALLY

The motivations allowing this to work… People want to connect with other people People want to help and be helped – it’s a reflex! People operate either in one of two frameworks: social framework market framework

People want to connect with other people

People want to help and be helped – it’s a reflex!

People operate either in one of two frameworks:

social framework

market framework

Understanding the driving forces of communities The more CONTENT you have the more MEMBERS you will get. The more MEMBERS you have the more CONTENT you will get. The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get. The easier it is to do TRANSACTIONS the more MEMBERS you will attract. THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME CHANGING RESULTS

The more CONTENT you have the more MEMBERS you will get.

The more MEMBERS you have the more CONTENT you will get.

The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.

The easier it is to do TRANSACTIONS the more MEMBERS you will attract.

And of course… The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS THAT DELIVER GAME CHANGING RESULTS

The Technology Infrastructure of the community is important

The Social Infrastructure of the community is MORE important

SOME FRESH INSIGHTS FROM THE STUDY SECOND ACT:

SECOND ACT:

THINK CONSUMER TRIBES – NOT MARKET SEGMENTS (BEHAVIORS VS. CHARACTERISTICS) FRESH THINKING #1

FRESH THINKING #1

Consumer tribes vs. market segments Example: Market segment: health club members in NYC Characteristics: concerned with long term health, fitness, and quality of life, may have income characteristics, etc. Consumer Tribe #1: weightlifters Behavior: competitive, talk about their goals and achievements Consumer Tribe #2: non working moms Behavior: they prefer to go to gym in middle of the day, they like to talk/socialize about mommy issues, they prefer not too many people around You would not be able to have a community based on the market segment

Example:

Market segment: health club members in NYC

Characteristics: concerned with long term health, fitness, and quality of life, may have income characteristics, etc.

Consumer Tribe #1: weightlifters

Behavior: competitive, talk about their goals and achievements

Consumer Tribe #2: non working moms

Behavior: they prefer to go to gym in middle of the day, they like to talk/socialize about mommy issues, they prefer not too many people around

THINK MOVEMENTS – NOT MARKETING PROGRAMS FRESH THINKING #3

FRESH THINKING #3

Movements vs. Market Programs A Successful MARKETING PROGRAM (will need continuous attention) A Successful Scrapbooking MOVEMENT (Going by itself)

THINK NETWORKS – NOT CHANNELS FRESH THINKING #2

FRESH THINKING #2

Think networks – not channels In Traditional Marketing: Channels of communications Channels of product distribution In Communities: Information and recommendations flow through networks Buying decisions get made based on networks

In Traditional Marketing:

Channels of communications

Channels of product distribution

In Communities:

Information and recommendations flow through networks

Buying decisions get made based on networks

THINK BRANDED CONTENT IN A UG CONTEXT – NOT PROMOTIONS FRESH THINKING #3.5

FRESH THINKING #3.5

NEED FOR NEW MANAGEMENT THINKING RECAP OF THE OLD THINKING

RECAP OF THE OLD THINKING

Need for new management thinking Community will happen – with or without your help Community is not about a new technology platform, new tools, new processes – its about a new social platform and old human 1.0 behaviors that can now scale and infiltrate all business processes With community comes social messiness – which requires new forms of leaderships, real transparency and authentic experiences

Community will happen – with or without your help

Community is not about a new technology platform, new tools, new processes – its about a new social platform and old human 1.0 behaviors that can now scale and infiltrate all business processes

With community comes social messiness – which requires new forms of leaderships, real transparency and authentic experiences

Any questions? Francois Gossieaux Partner, Beeline Labs e. [email_address] w. http://www.beelinelabs.com b. http://www.emergergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com Ed Moran Director of New Product Innovation, Deloitte e. [email_address] w. http://www.deloitte.com Tribalization of Business Site http://www.tribalizationofbusiness.com