Social Business, Culture and Branding


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Social Business, Culture and Branding

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  • Top 4 have not changed – 5 and 6 swapped – Reduce customer acquisition cost almost doubledImprove knowledge management was not asked in earlier years
  • Big disconnects here between key processes supported and who is actually running the community. There’s a lot of learning about tribes that needs to take place during these community encounters, and critical functions are being excluded from the learning.
  • 2/3 of respondents report having 1 or fewer full-time people managing their communities!
  • Social Business, Culture and Branding

    1. 1. SMBME 24 - Now What?Back to Being Human,Social Culture, Caring & Branding <br />July 31, 2011<br />@RobertCollins<br />
    2. 2. …once again<br />Business is becoming social<br />
    3. 3. In the beginning – All business was social<br />Satisfaction results in positive or negative word of mouth which makes a difference<br />3<br />
    4. 4. Then business started scaling<br />…but the social could not scale and made no difference anymore – so it disappeared from business<br />4<br />
    5. 5. And companies started to develop real bad habits<br />Interrupting people, targeting people, segmenting people – it felt like going to war with customers (& employees)<br />5<br />
    6. 6. But then came the Internet and Social Media<br />Blogs, wiki’s, discussion boards, tags, social networks – a massive platform of participation<br />6<br />
    7. 7. And because humans are hardwired to be social<br />The social reentered business and commerce with a vengeance – employees, customers could once again behave the way they’re hardwired to behave: humanly, tribally.<br />7<br />
    8. 8. So to understand how to do business in a 2.0 world…<br />You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures<br />You do not need to understand the Web 2.0 technologies<br />
    9. 9. The SAP Developer Network<br />9<br />Stats:<br />1.4 M users<br />400K+ business experts<br />Content-rich<br />Original Incentive System:<br />Point system leading to personal rewards<br />The Results:<br />Bullying behavior in the community<br />New Incentive System:<br />Point system leading to donation to good cause<br />The Results:<br />No more bullying in the community<br />Web 2.0 or Human 1.0?<br />
    10. 10. A look at some NIH + Duke Research<br />Experiment #1:<br />People play Atari-style video game which allows them to earn or lose money for themselves<br />MRI scans shows that the pleasure side of the brain lights up – that same part that gets addicted to drugs<br />Experiment #2:<br />People play Atari-style video game which allows them to earn or lose money for a charity<br />MRI scans shows that the altruism side of the brain lights up – that same part that is responsible for social interactions<br />
    11. 11. Let’s get a level deeper on the Human 1.0…<br />
    12. 12. Why are social beings helping one another?<br />Reciprocity = a Reflex<br />
    13. 13. Why are people going out of their way to punish others?<br />Humans have an innate sense of fairness = keeps reciprocal society working<br />
    14. 14. How do we make decisions?<br />Market Framework<br />Social Framework<br />
    15. 15. Why do people like to look like others?<br />Because humans have mirror neurons<br />
    16. 16. Why do we lie to market researchers?<br />Because we lie to ourselves and others, and we tell people what we think they want to hear<br />
    17. 17. Why is status so important (and why do we hoard it)?<br />Because it used to get us a better mate – proceed with caution: status works both ways!<br />
    18. 18. We are a herding species – self herding even<br />
    19. 19. What are the important Human 1.0 Hyper-Social Traits<br />Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters<br />The role of fairness in assessing situations<br />Social framework of evaluating things vs. market framework<br />The importance of looking cool and mimicking others<br />Herding and self-herding<br />(early research shows that social behavior does not change when it scales)<br />So to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we’ll go a long way towards gaining a higher or stronger level of trust with the consumers.<br />Barry Judge, CMO Best Buy<br /><br />
    20. 20. How they think differently about their business<br />Successful Hyper-Social Organizations<br />Informed by Tribalization of Business Study:<br />2008-2010 – 1,000+ companies took the survey <br />
    21. 21. Hyper-Social companies think differently<br />Think tribe – not market segment<br />We need to find groups of people who have something in common based on their behavior, not their market characteristics<br />Think knowledge network – not information channel<br />The most important conversations in communities happen in networks of people, not between your organization and the community.<br />Think human-centricity – not company-centricity<br />The human has to be at the center of everything you do, not the organization<br />Think emergent messiness – not hierarchical fixed processes<br />People will want to see responses to their suggestions, even if it does not fit your community goals – FAST<br />“…affinity groups will quickly become the dominant social force in the emerging world economy, changing how we think about markets, fads, social movements, and, ultimately, power” <br />- Tom Hayes, Jump Point: How Network Culture is Revolutionizing Business – 2008<br />
    22. 22. 22<br />
    23. 23. 23<br />Today’s buying cycle: a social-powered continuous loop process<br />Many more sources of information<br />Can still become part of consideration set<br />Tribes & Networks<br />Based on source: McKinsey Quarterly <br /> <br />
    24. 24. Mapping and Measuring the Value Generated<br />Social Media<br />RevenueGrowth<br />Increasecurrentcustomervolume<br />Increase volume withnewcustomers<br />Increase Tenure of Customer Relationships<br />OfferInnovativeProducts<br />& Services<br />Increase Breadth of Customer Relationships<br />AcquireNewCustomers<br />Product & Serviceoffering<br />Barriers to switching<br />Cross-Sell /<br />Up-Sell<br />Brandawareness<br />Churnreduction<br />Customerreach<br /> Measure Social is the ways you manage and measure other Business KPIs.<br />24<br />
    25. 25. Any Questions? <br />Robert Collins<br />Partner, Human 1.0<br />e.<br />T. @RobertColllins<br />Our new book: The Hyper-Social Organization<br /><br />25<br />
    26. 26.
    27. 27.
    28. 28. …In a Hyper-Social World<br />9 ways to think differently about your business<br />
    29. 29. 1) Bring down that wall<br />
    30. 30. Do like IBM – get rid of the firewall while protecting IP<br />Green Enthusiasts<br />CIO’s<br />Business model tweak<br />PR<br />Customer support<br />IP<br />IP<br />IP<br />Product Idea<br />…increase knowledge flows…and competitiveness<br />
    31. 31. 2) Don’t build new walls<br />
    32. 32. Don’t put a wall between company and people<br />
    33. 33. Don’t put a wall between company and people<br />
    34. 34. A New Artisan Workforce - Embrace what people want - <br />…and give them access…it will increase passion & productivity!<br />
    35. 35. …and get people commitment<br />3) Tear down silos <br />
    36. 36. Business objectives of communities<br />
    37. 37. Department managing community<br />
    38. 38. # of people managing community<br />
    39. 39. Establish Center for Excellence<br />Budgets<br />KPI’s<br />
    40. 40. …between all the organization’s touch points<br />4) Fix the great divide<br />
    41. 41. Your brand is only as good as the last transaction<br />Fix the whole organization’s user interface with the donor/recipient:<br />Fund raising<br />Sales<br />Customer Services<br />Loyalty Programs<br />Lead Generation<br />Marketing<br />Service Delivery<br />etc…<br />Tap into the passion of employees and volunteers to help one another across boundaries<br />
    42. 42. …or don’t let history repeat itself<br />5) Don’t build what you built before<br />
    43. 43. Move with caution – it’s not easy!<br />We need Social graphs<br />We need Social CRM<br />
    44. 44. 44<br />The funnel is dead<br />Source: McKinsey Quarterly <br /> <br />
    45. 45. 6) Make Sure all CxO’s are Best Friends <br />
    46. 46. Don’t just think technology<br />7) Think Culture<br />
    47. 47. “We find ourselves in the oddest position – which is to tell the business units that this is not a technology issue but a people and process issue.” – CIO at a major pharmaceutical company<br />Be Human<br />
    48. 48. Culture – perhaps the most important Human 1.0 Characteristic<br />Humans developed culture to deal with change<br />We now use culture to adapt to changes that we create ourselves<br />Harness culture to create lasting competitive advantages<br />Where we used to deploy Technologies to impact social behavior, now we need to deploy Technologies to support social behaviors<br />Senior IT Strategy Executive with a major system integrator<br />
    49. 49. …not your Company’s Advocate<br />8) Be the Advocate for your <br /> Customers & Their Needs<br />
    50. 50. How can you expect anyone to trust you if you cannot trust your employees & volunteers?<br />9) Establish trust as the New Currency<br />