IT’S NOT ABOUT BEING ON SOCIALIT’S ABOUT BEING SOCIALIndian School of BusinessFebruary 3, 2012Prof. Chris DellarocasBoston...
Digital marketing is the future But 50% of projects fail to produce tangible                    results Because they appro...
A revolution is underwayBut it’s not (mainly) about the technologies
In the beginning - all business was social
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                               ...
It‘s like companies are at war         with customers
It‘s like companies are at war         with customers
Then came the Internet and Social media
And because humans are hardwired to be socialSocial re-entered business and commerce with a vengeance
So to understand how to do business in a               world of social mediaYou do not need to understand the   …as much a...
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 gu...
People like to do what others do                                Iphone 4 debut, Paris        Ipad 2 debut, Beijing
Some people love status more than money
Homo economicus is dead    Long live homo sociologicus   People want a sense of purpose  People want to help and be helped...
So, to survive and thrive in the world of social media,                    you need to…     Accept that consumers are now ...
A social process is NOT…Runningtraditionalprograms usingsocial mediaplatforms
A social process IS… Engaging human passion, reciprocity and sense of  fairness to get others, whose “job” it isn’t to do...
 Twelp Force Video
How to design a social process?           Find your tribes   Both inside and outside the org  And get them to help one ano...
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 p...
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 [Dellarocas 2012]         Design                  Design                 Design        intrinsi...
Gamification and badges
The SAP Developer Network                            Stats:                            1.4 M users                        ...
Find your tribes Both inside and outside the orgAnd get them to help one another    Across functional areas
Is this marketing?   Is this customer support?Is this knowledge management?      Is this recruiting?
Social media is notjust about marketing
Social media are blurring the lines across many         previously distinct functions                Marketing            ...
And yet…Source: Tribalization of business study, (Beeline Labs, Deloitte et al. 2009)
To summarize…            Find your tribes    Both inside and outside the org   And get them to help one another        Acr...
Designing social processesrequires a leap of faith for most         organizations
Where do you start from?
My suggested social pilot project approach Step 1: Think tribes (not segments) - their passions and needs   beyond just y...
RememberIt’s not about being on socialIt’s about being social
Inspiration – Further Reading
Questions?
It's not about being ON social, it's about BEING social
It's not about being ON social, it's about BEING social
It's not about being ON social, it's about BEING social
It's not about being ON social, it's about BEING social
It's not about being ON social, it's about BEING social
It's not about being ON social, it's about BEING social
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, 1st Digital Marketing Conference, Indian School of Business, February 3, 2012, Hyderabad, India

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

  1. 1. IT’S NOT ABOUT BEING ON SOCIALIT’S ABOUT BEING SOCIALIndian School of BusinessFebruary 3, 2012Prof. Chris DellarocasBoston Universitywww.dellarocas.com
  2. 2. Digital marketing is the future But 50% of projects fail to produce tangible results Because they approach social media in the wrong way
  3. 3. A revolution is underwayBut it’s not (mainly) about the technologies
  4. 4. In the beginning - all business was social
  5. 5. Then business starting scalingThen business started scaling
  6. 6. But social could not scaleso it disappeared from business
  7. 7. Corporations started to develop some really bad habits Targeting people Segmenting people“Campaigning”
  8. 8. It‘s like companies are at war with customers
  9. 9. It‘s like companies are at war with customers
  10. 10. Then came the Internet and Social media
  11. 11. And because humans are hardwired to be socialSocial re-entered business and commerce with a vengeance
  12. 12. So to understand how to do business in a world of social mediaYou do not need to understand the …as much as you need to understand technologies… humans – not as consumers, but as social creatures
  13. 13. People need a sense of purposeand have an innate desire to behelpful to others
  14. 14. People value fairness and arewilling to spend a lot of effort topunish unfair treatment United breaks guitars
  15. 15. People like to do what others do Iphone 4 debut, Paris Ipad 2 debut, Beijing
  16. 16. Some people love status more than money
  17. 17. 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
  18. 18. 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
  19. 19. A social process is NOT…Runningtraditionalprograms usingsocial mediaplatforms
  20. 20. A social process IS… Engaging human passion, reciprocity and sense of fairness to get others, whose “job” it isn’t to do so, to help you do your job For example…
  21. 21.  Twelp Force Video
  22. 22. 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
  23. 23. Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  24. 24. 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
  25. 25. The product
  26. 26. The tribe
  27. 27. The store
  28. 28. The tribe
  29. 29. The company
  30. 30. The tribe
  31. 31. Find your tribesBoth inside and outside the orgAnd get them to help one another Across functional areas
  32. 32. Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  33. 33. Provide proper incentivesAnd get them to help one another Identify genuine needs
  34. 34. Incentive design framework [Dellarocas 2012] 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
  35. 35. Gamification and badges
  36. 36. The SAP Developer Network Stats: 1.4 M users 400K+ business experts Original Incentive System: Point system leading to personal rewards Results: Bullying behavior in the community New Incentive System: Point system leading to donation to good cause Results: No more bullying in the community Source: Francois Gossieaux
  37. 37. Find your tribes Both inside and outside the orgAnd get them to help one another Across functional areas
  38. 38. Is this marketing? Is this customer support?Is this knowledge management? Is this recruiting?
  39. 39. Social media is notjust about marketing
  40. 40. Social media are blurring the lines across many previously distinct functions Marketing Public Relations Sales Customer Service Product Development Consumer Research Recruiting Knowledge Management …
  41. 41. And yet…Source: Tribalization of business study, (Beeline Labs, Deloitte et al. 2009)
  42. 42. To summarize… Find your tribes Both inside and outside the org And get them to help one another Across functional areas
  43. 43. Designing social processesrequires a leap of faith for most organizations
  44. 44. Where do you start from?
  45. 45. My suggested social pilot project approach Step 1: Think tribes (not segments) - their passions and needs beyond just your products 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)
  46. 46. RememberIt’s not about being on socialIt’s about being social
  47. 47. Inspiration – Further Reading
  48. 48. Questions?

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