Tracking Tribalization:Social Media in the Enterprise Looms Ever Larger

Tracking Tribalization:Social Media in the Enterprise Looms EverLargerPresented by: Francois Gossieaux,SNCR Fellow & Board Member, Co-founder & President, Human 1.0; andEd Moran, Director, Deloitte ServicesLPNov. 3-4, 2011Harvard Universitys Faculty Club

Consumer Social Networking Attitudes Q. Please indicate how much you agree or disagree with the following statements Among Total U.S. Consumers 5th Trailing Leading Summary of 2009 Edition Millennials Millennials Xers Boomers Matures Agree Strongly/Somewhat % % % % % % % To me, the main value of social networking sites is they allow me to interact with more friends 65 65 85 80 70 53 48 (more frequently) than I ever would be able to "offline." When I need to connect with my friends, I think that social networking sites,IM,and texting are a 58 59 88 74 71 42 30 good way to satisfy my needs. The time I spend interacting with friends electronically through IM, texting, or social 40 43 71 50 48 29 20 networking sites is just as valuable as time we spend together in person. Source: Deloitte’s State of the Media Democracy Survey, 55h Edition, Trailing millennials Leading millennials Xers Boomers Matures 14–21 yrs old • 1996–1989 22–27 yrs old • 1988–1983 28–44 yrs old • 1982–1966 45–63 yrs old • 1965–1947 64–75 yrs old • 1946–1934 As used in this document, ―Deloitte‖ means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.2 Tribalization of business study Copyright © 2010 Deloitte Development LLC. All rights reserved.

Consumer Online Purchase Behavior Q. Have you ever learned of a new product for the first time online? Q. Have you ever recommended a product to someone online through a blog entry, social networking site or service, a message board posting, or an online product review? Q. Have you ever purchased a product based on an online recommendation? Q. Have you ever decided not to purchase a product based on an online recommendation? Among Total U.S. Consumers 5th Trailing Leading 2008 2009 Edition Millennials Millennials Xers Boomers Matures % Saying Yes to Each % % % % % % % % Learned of a new product for the first time 63 73 69 78 85 69 63 56 online Decided not to purchase a product based — — 58 62 75 65 49 47 on an online review Purchased a product based on an online 51 51 54 58 71 59 45 44 recommendation Who have recommended a product through a blog entry, message board posting, or 31 33 35 56 50 40 24 15 online review Source: Deloitte’s State of the Media Democracy Survey, 55h Edition, Trailing millennials Leading millennials Xers Boomers Matures 14–21 yrs old • 1996–1989 22–27 yrs old • 1988–1983 28–44 yrs old • 1982–1966 45–63 yrs old • 1965–1947 64–75 yrs old • 1946–19343 Tribalization of business study Copyright © 2010 Deloitte Development LLC. All rights reserved.

In the old days (prior to social media)… Inside the organization Outside of the organization Customer Support PR Marketing • Top-down hierarchies within organizations • Mostly 1-1 customer relationships • Formal information channels • Customers limited in ability to interact with each other4 Tribalization of business study Copyright © 2010 Deloitte Development LLC. All rights reserved.

The new world order (after social networking) Inside the organization Outside of the organization CIOs Green Business Enthusiasts model tweak PR Customer support Product Idea • Cross-functional social contracts • Sales and interactions occur in group setting • Increased ability for employees to interact outside and inside company • Customers able to exhibit reciprocity, fairness, desire for status • Knowledge networks develop5 Tribalization of business study Copyright © 2010 Deloitte Development LLC. All rights reserved.

Remember: We’re people.TRIBALIZATION OF BUSINESS (4TH EDITION) PRELIMINARY STUDY RESULTS

AGENDAHIGHLIGHTS OF THE 2010 TRIBALIZATION OF BUSINESS STUDYPROFILE OF PARTICIPANTS AND COMMUNITIESHOW WELL IS IT WORKING?HOW DO THEY MANAGE COMMUNITIES?LAUNCHING COMMUNITIES OTHER IMPORTANT ASPECTS OF COMMUNITIES SponsorsFUTURE OF COMMUNITIESSUMMARY AND DISCUSSION

PROFILES OF THOSE THAT PARTICIPATED

Annual revenues Question: What are your company’s annual revenues?

Type of business Question: My Organization is best described as:

PROFILE OF COMMUNITIES

Age of communities Question: How long has your oldest community been up and running for?

Active community members Question: How many active members do you have in your community?

Type of community Question: What is the type of the community you are thinking about as you are filling out this questionnaire?

Top business processes Question: What are the top 5 primary business processes that your online community support?

Business group involvement in the community Question: Which business groups or departments were involved in the creation of your community? (select all that apply)

Department managing community Question: Which department manages your community (even if outsourced)?

Focus of community Question: How is your online community focused ?

External/hybrid community focus Question: If external or hybrid, is your community focused on:

Activities in communities Question: Does your community have (multiple choice):

HOW WELL IS IT WORKING?

Business objectivesQuestion: Of the following business objectives which best represent yourcommunity? (select all that apply)

Objectives most successful in achieving Question: Which of your business objectives have you been most successful in achieving?

Objectives least successful in achievingQuestion: Which of your business objectives have you been leastsuccessful in achieving?

Measurements – top 5 business measuresQuestion: What are the top 5 business measures you use tomeasure progress and success for your community?

Analytics used in communities Question: What analytics do you use to measure progress and success for your community?

Contributing factors to community effectiveness Question: Which features contribute the most to the effectiveness of your community?

Obstacles in communities Question: What are the biggest obstacles to making your communities work?

MANAGING COMMUNITIES

Budgets Question: What is the approximate annual operating budget for your community and social media programs?

Community management Question: How do you manage your community?

# of people managing community Question: How many people from your company manage this community as their full-time job?

LAUNCHING COMMUNITIES

Community pilots Question: Did you pilot your community?

Community pilots Question: Did you pilot your community? (asked of those who did pilot)

Ambassador program and content development

Tribal leadership Question: When you identified the groups of people you wanted to engage with in communities (we call them ―tribes‖), did you identify the leaders within those tribes?

Lurkers in communities Question: Are you actively capturing data on lurkers?

Corporate policies Question: Did your use of communities require you to develop new policies and guidelines?

Impact on business processes Question: Have communities changed the business processes that they were intended to support?

FUTURE PLANS

Future investments Question: Over the next 12 months will your investment in the Communities…

Budget increase areas Question: Q: Which of the following investments will increase?

SUMMARY AND DISCUSSION

Any questions? Francois Gossieaux Human 1.0 e. francois@human1.com w. http://www.human1.com b. http://www.emergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com Our book: The Hyper-Social Organization http://www.hypersocialorg.com 45

Tracking Tribalization:Social Media in the Enterprise Looms Ever Larger

by Society for New Communications Research (SNCR)

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