Burnham Social Engineering

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Burnham Social Engineering

  1. 1. Human Solutions for the Digital Age
  2. 2. “We are social engineers who create operational efficiency andincrease ROI by maximizing social capital to drive collective action.” We are a global network of communication strategists, marketing engineers, social scientists, and leadership advisors who believe it is necessary to change the relationship dynamics that exist between organizations, institutions, businesses, media, and people to motivate collective action towards positive social change and global sustainability. This is the process of social engineering.
  3. 3. “We all have a responsibility to contributeto society in a way that promotes moralconduct and influences social changetowards positive outcomes.”It is time for everyone to play their part in building a bettertomorrow. No longer can we concentrate on immediate short termgains at the risk of ignoring or sacrificing future-readiness.Establish best practices that will support the global sustainabilityinitiative; not just for our future, but for generations to come.When this happens, we all see positive ROI. E.mpathy By identifying the needs and resistances in people, we develop communication strategies to overcome cognitive dissonance in an effort to build and cultivate empathetic relationships. S.ustainability We develop models and training programs to integrate a sustainable way of thinking into the organizational process and work flow, improving overall performance to increase social capital value and ROI. P.hilanthropy We believe that the better understanding we have about one another as individuals, the more effectively we can work towards achieving our respective goals, while contributing to the greater societal good.
  4. 4. “The better understanding we have, the more empathetic we become.” Everyone has natural resistances which manifest in our decision making process, our communication style, and in our behavior. Once these resistances have been identified by another, one can begin to engage with that individual in a way that overcomes their cognitive dissonance. This can influence people’s behavior in a way that is predictable, fractal, and scalable.Individual Interpersonal Group Organization Networks National Global By having this understanding about people, deeper insight into how to best serve an individual’s needs immediately become exposed. Our methods are rooted in scientifically validated models for evaluating people’s cognitive influences, which is the basis for all learning, communication, and relationship building. This can positively affect every decision a person makes. We apply these techniques in fields that demand a better understanding of the needs of people. (i.e. Social Media and Marketing Communications, Organizational Development and Operations, Training and Education, Civic Engagement, etc.)
  5. 5. “It is time for a new set of keyperformance indicators.”Big data is all the rage these days. However, it is notabout the size of your data that matters; it’s howyou use it. Additionally, it is becoming increasinglydifficult to generate actionable analysis from bigdata sets, which is requiring the need to establish anew set of metrics that provide greater insight intothe motivating drivers of collective action.Social capital is the expected collective or economicbenefits derived from the preferential treatmentand cooperation between individuals and groups.Social connections are the interactions that occurbetween these individuals or groups.We have established a new set of performancemetrics for social capital, which you can begin takingadvantage of now.
  6. 6. KEY PERFORMANCE INDICATORSBENCHMARKIMPACTROI
  7. 7. Framework of Human Thinking The abstract world of our thoughts is where our egos reside – where we imagine ourselves and our circumstances as we were, as we are, and as we wish to be. This is the world of time. And time gives dimensionality to thought. Time gives rise to the three most fundamental thoughts humans can conceive of: Possibility, Certainty, and Probability As a species we have evolved our ability to imagine future possibilities and outcomes (force of Possibility), draw from past experiences and learn from them (force of Certainty), and to develop strategies for managing things in the present (force of Probability). These are the three most fundamental thoughts us humans can conceive of. Although human cognition includes all three forces of thinking, individuals differ in the degree to which they utilize each. It is these differences in how each person utilizes each force of thinking that makes up an someone’s thinking style. We measure these differences in groups and individuals.MindTime® is a registered trademark of MindTime Inc.© 2009 MindTime Inc. Patent Pending.
  8. 8. The Wheel of Collaboration The abstract world of our thoughts is where our egos reside – where we imagine ourselves and our circumstances as we were, as we are, and as we wish to be. This is the world of time. And time gives dimensionality to thought. Time gives rise to the three most fundamental thoughts humans can conceive of: Possibility, Certainty, and Probability As a species we have evolved our ability to The communication exchange imagine future possibilities and outcomes that is managed through the (force of Possibility), draw from past experiences and learn from them (force of “Wheel of Collaboration” Certainty), and to develop strategies for managing things in the present (force of increases social connections, Probability). These are the three most driving up social capital value fundamental thoughts us humans can conceive of. resulting in collective action. Although human cognition includes all three forces of thinking, individuals differ in the degree to which they utilize each. It is these differences in how each person utilizes each force of thinking that makes up an someone’s thinking style. We measure these differences in groups and individuals.MindTime® is a registered trademark of MindTime Inc.© 2009 MindTime Inc. Patent Pending.
  9. 9. “Cultivating relationships in an effort to introduce and gain support for new ideas.”By utilizing our social engineering capabilities, in combination with neurographics, we develop communication strategies thatresonate with people to move them towards a desired action. Consensus implies ‘shared interest’ and agreement amongvarious actors and stakeholders to induce collective action. Collective action is thus an indicator of maximizing social capital andcrossing the chasm increases social capital value and ROI. Innovators + Early adopters + Early majority Late majority Laggards + enthusiasts visionaries pragmatics conservatives skeptics NEW CONSENSUS COLLECTIVE IDEA ACTION Possibility Probability Certainty
  10. 10. “In order to truly understand someone, you must see the world as they do.”The rise of big data now allows for hundreds of data points to be mined and aggregated in an attempt to better understandpredictable behaviors. However, one hundred data points a person do not make. We now have far greater insight – and thetechnology to measure - how and why people behave the way that they do with greater predictability and certainty.Neurographics have a far greater influence over people’s perception and behavior, than most other demographics andpsychographics. By omitting neurographics from their collected metrics, researchers leave themselves without a universalframework of human understanding with which to deliver predictive, conclusive, actionable results from their analysis.
  11. 11. "When you know how people think, you cancommunicate and connect with them in a waythat yields predictable outcomes."By evaluating people’s social learning and communication style, we canhelp you build strategies that resonate with how people think, what theybelieve, and how they make decisions, while providing context to all ofyour other behavioral and attitudinal data.A person’s neurographic archetype will determine the fundamentaldrivers of all human interaction. More importantly, all humaninteraction is dependent on their relationship with the subject. Thismeans that whether or not I interact with something – anything – it willbe based on my cognitive needs.Neurographics provides the necessary insight to build predictablestrategies for satisfying each step within the decision making process.
  12. 12. “The types of decisions someone “The time required for someone to needs to make is dependent on take action will be dependent on relevancy and demand.” their neurographic archetype”Introduction | Communication | Perception | Learning | Understanding | Motivation | Behavior | Satisfaction | Result | Express | Share | Favor
  13. 13. “The right communication strategy “…while increasing social capital creates efficiency through relevancy...” value and rate of return.”Introduction | Communication | Perception | Learning | Understanding | Motivation | Behavior | Satisfaction | Result | Express | Share | Favor
  14. 14. Cultural adaptation results from servicing and satisfying individual needs to influence the attitudinal shifts of the collectivesociety as a whole through collaborative social learning. Managing this process by maximizing social capital, you canexponentially shift behavioral patterns and provide a measurable way to understand the cause and effect of your efforts.We define social fusion as the fluidity of information and transfer of knowledge resulting from integrated communicationstreams. When people have access to the same information, and when the information is communicated in a way thatresonates at the cognitive level, people begin to form a set of unified values, needs, and behaviors. This is where the majorcultural shifts occur that drive true social change and sustainable thinking across all pillars of our global society.
  15. 15. Societal conditioning is the process of using these integrated communication streams to drive adoption of new ideas to stimulatecollective action. The ability to envision and understand these societal shifts is the basis by which you must steer yourorganization’s strategy in order to build towards long term growth grounded in sustainable thinking.The cognitive influences of human thinking are fractal. Meaning that the same way we measure how an individual approachesdecision making, the same dynamic is true at an organizational level, as well as on a regional, national, or cultural level. The riseof the Internet and the global masses that now have direct access, allow us all to share and learn from one another in anunprecedented way. Over time, our commonalities will supersede our differences. This is the result of cultural adaptation.
  16. 16. “Global sustainable thinking is howwe deliver real social change thatbenefit the needs for all humanity.”When most people think about “sustainability”, it is in thecontext of environmental or economical. However, that isjust a small component in establishing true globalsustainability. First people must change their way ofthinking and how they engage with the world.Progress is achieved by people; both internal and externalto any organization. Sustainable thinking is necessary fornot just creating operational efficiencies, but also dictateshow successful you interact with society.Once sustainable thinking is integrated at theorganizational level, it becomes a seamless process fordesigning and executing outreach programs that meetpeople’s communication needs.Our approach has the potential of impacting all pillars ofsociety, in a measurable and quantifiable way.
  17. 17. Politics &Work Flow Integration Government Operations & InfrastructureActionable Analytics Organizational StructureScientific Validation Management Training Science & Education &Use Cases Process Auditing Technology Development Environment & Business & Conservation Economics Religion & Media & Ideology InformationPhilanthropy NeurographicsSustainability Predictive ModelingMoral Capitalism Persona Development Family & Arts &Social Responsibility Relationship Management Community Culture
  18. 18. Burnham Marketing was founded in 2006 and was initiallyestablished to help companies expand their digitalmarketing knowledge and capabilities in order to managethe complexities of the fragmented media marketplace. Inrecent years, the partners recognized an increasingdemand to specialize their service offerings to betterserve the needs of todays socially connected digital world.In 2012, Burnham Marketing expanded their offerings toextend beyond the digital marketing and advertisingindustry to provide organizational development,communication strategies, and social engineering servicesto any business or organization that has a need to betterunderstand people. Since marketing communications isessentially the process of introducing and gaining supportfor new ideas – be it in the form of products, services, orotherwise – to drive collective action, the expansion intosocial engineering was a seamless transition.Burnham still continues to provide digital media andmarketing services in an attempt to lead the industry insocial responsibility best practices from within. BurnhamMarketings Dynamic Agency Model permits scalableresources and access to specialized services from aroundthe world to provide localized expertise in each field ofservice to meet your global demands.In partnership with MindTime Technologies, BurnhamMarketing is a pioneer the field of neurographics.Burnham Marketing is changing the way research andanalysis is conducted and paving the way for rich humaninsights, unlike anything we have seen before. This newmethodology is providing the strategic framework forBurnham Marketings primary service offerings.

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