It's not about being ON social, it's about BEING social
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It's not about being ON social, it's about BEING social

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Keynote address at the 4th Latin American Retail Conference (CLAV'11), Sao Paulo, Brazil, October 27, 2011

Keynote address at the 4th Latin American Retail Conference (CLAV'11), Sao Paulo, Brazil, October 27, 2011

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  • Chris,

    Your wife Kim directed me to your site and I am very glad that she did. Having just gone through your ideas that the tech is not the point the conversation is and to concentrate on who it is that you are talking to make a a huge amount of sense. If you are ever talking in New York I would love to attend.

    Thanks,


    Patrick Williams
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It's not about being ON social, it's about BEING social It's not about being ON social, it's about BEING social Presentation Transcript

  • IT’S NOT ABOUT BEING ON SOCIALIT’S ABOUT BEING SOCIAL4th Latin American RetailConference (CLAV’11)Keynote AddressSão Paulo, BrazilOctober 2011Prof. Chris DellarocasBoston Universitywww.dellarocas.com
  • A revolution is underwayBut it’s not about the technology
  • It’s about aparenthesis in human history that’s coming to an end
  • Not so long ago… all business was social
  • Consumers and merchants would engage in candid public conversations
  • Others would weigh in
  • The entire community would sometimes become very engaged in the matter
  • Then business starting scalingThen business started scaling
  • But social could not scaleso it disappeared from business
  • Corporations started to develop some really bad habits Targeting people Segmenting people“Campaigning”
  • It‘s like companies are at war with customers
  • Then came Social media
  • And because humans are hardwired to be socialSocial re-entered business and commerce with a splash
  • So to understand how to do business in a world of social mediaYou do not need to deeply understand You are better off understanding the technologies humans – not as consumers, but as social creatures
  • People need a sense of purposeand have an innate desire to behelpful to others
  • People value fairness and arewilling to spend a lot of effort topunish unfair treatment United breaks guitars
  • People like to do what others do Iphone 4 debut, Paris Ipad 2 debut, Beijing
  • Some people love status more than money
  • Oh, and there is one more thing
  • 76% of people think advertisers LIE
  • Homo economicus is dead Long live homo sociologicus People want a sense of purpose People want to help and be helped People want to be treated fairly People want to do what others doPeople crave for recognition and status
  • So, to survive and thrive in the world of social media, you need to… Accept that consumers are now (re)empowered to act as social beings So, you need to… Transform your business processes into social processes
  • A social process is NOT…Runningtraditionalprograms usingsocial mediaplatforms
  • A social process is NOT…PR usingfake blogsrun bycorporate
  • A social process is NOT…Generatingleads byspamminghashtags onTwitter
  • A social process IS… Engaging human passion, sense of purpose, reciprocity and fairness to get others, whose “job” it isn’t to do so, to help you achieve your business goals For example…
  • How to design a social process? Find your tribes Both inside and outside the org And get them to help one another Across functional areas
  • Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  • How to find your tribes Identify passions, lifestyles or needs that people form groups (tribes) around and where your products can play a useful role
  • The product
  • The tribe
  • The store
  • The tribe
  • The company
  • The tribe
  • Find your tribesBoth inside and outside the orgAnd get them to help one another Across functional areas
  • Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  • Provide proper incentivesAnd get them to help one another Identify genuine needs
  • Incentive design framework Design Design Design intrinsic status material incentives incentives incentives “Love” “Glory” “Money” Feeling of purpose Competitions Reciprocity Points and ratings Monetary rewards Fairness Membership levels Virtual currencies Relationships Honor badges Perks and privileges Sheer Fun Leaderboards and rankings Manage interactions among incentive features
  • Gamification and badges
  • The SAP Developer Network Original Incentive System: Point system leading to personal rewards Results: Bullying behavior in the community New Incentive System: Point system leading to donation to charity Results: No more bullying Source: Francois Gossieaux
  • Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  • Social media is notjust about marketing
  • Is this marketing? Is this customer support?Is this knowledge management? Is this recruiting?
  • Social media are blurring the lines across many previously distinct functions Marketing Public Relations Sales Customer Service Product Development Consumer Research Recruiting Knowledge Management …
  • Your operations is your new marketing United breaks guitars
  • And yet…Source: Tribalization of business study, (Beeline Labs, Deloitte et al. 2009)
  • Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  • Designing social processesrequires a leap of faith for most organizations
  • SegmentCustomerChannelHierarchy
  • Segment CommunityCustomer PartnerChannel NetworkHierarchy Crowd
  • Where do you start from?
  • My suggested social pilot project approach Step 1: Get to know your tribes (not your segments) their passions and their needs Step 2: Think how you can help them (not sell to them, not get them to do something you think is worthwhile, even if it’s charity) Step 3: Figure out how you can best offer this help through online communities, twitter, facebook, youtube etc. Step 4: Assign joint responsibility for this project across departments (marketing and customer support is a good start)
  • RememberIt’s not about being on socialIt’s about being social
  • Inspiration – Further Reading