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AMA presentation


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AMA presentation

  1. 1. The Hyper-Social Organization<br />Prepared for The American Marketing Association – Boston, April 27th, 2011<br />@fgossieaux<br />
  2. 2. The SAP Developer Network<br />2<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 />
  3. 3. 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 />
  4. 4. 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 />
  5. 5. Overview<br />Understanding the true drivers of Social MediaHow do Hyper-Social Organizations think about their business?What do Hyper-Social Organizations do Differently, and WHY?9 ways to think differently about Marketing<br />
  6. 6. Let’s get a level deeper on the Human 1.0…<br />
  7. 7. Why are social beings helping one another?<br />Reciprocity = a Reflex<br />
  8. 8. Why are people going out of their way to punish others?<br />Humans have an innate sense of fairness = keeps reciprocal society working<br />
  9. 9. How do we make decisions?<br />Market Framework<br />Social Framework<br />
  10. 10. Why do people like to look like others?<br />Because humans have mirror neurons<br />
  11. 11. 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 />
  12. 12. 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 />
  13. 13. We are a herding species – self herding even<br />
  14. 14. 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 />
  15. 15. 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 />
  16. 16. 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 the company 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 company<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 />
  17. 17. What is it that they do differently?<br />Hyper-Social Organizations<br />
  18. 18. Hyper-Social Orgs – Leveraging Social Business Processes<br />Successful Hyper-Social organizations turn their business processes into “social” processes<br />Why?<br />Scale<br />Increased quality<br />Increased passion<br />Increased WOM<br />
  19. 19. Turning a business process into a social process<br />IS NOT:<br />Running traditional programs using social media platforms – PR by blogging press releases, lead gen by spamming community members, recruiting through spray and pray over Twitter, etc.<br />BUT IS:<br />Running programs based on human reciprocity and social contracts to get others, whose job it isn’t to do so, to help you do your job – customer support with the help of all employees and customers, product innovation with customers and detractors, etc.<br />TAPPING INTO PASSION, AND HUMAN 1.0 TRAITS<br />
  20. 20. 20<br />
  21. 21. …In a Hyper-Social World<br />9 ways to think differently about Marketing<br />
  22. 22. 1) Bring down that wall<br />
  23. 23. 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 />
  24. 24. 2) Don’t build new walls<br />
  25. 25. Don’t put a wall between company and people<br />
  26. 26. Don’t put a wall between company and people<br />
  27. 27. Embrace what people want<br />…and give them access…it will increase passion & productivity!<br />
  28. 28. …and get people commitment<br />3) Tear down silos <br />
  29. 29. Business objectives of communities<br />
  30. 30. Department managing community<br />
  31. 31. Establish Center for Excellence<br />Budgets<br />KPI’s<br />
  32. 32. # of people managing community<br />
  33. 33. …between Marketing and Customer Service<br />4) Fix the great divide<br />
  34. 34. 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 />Marketing<br />Service delivery<br />etc…<br />Tap into the passion of employees and volunteers to help one another across boundaries<br />
  35. 35. …or don’t let history repeat itself<br />5) Don’t build what you built before<br />
  36. 36. Move with caution – it’s not easy!<br />We need Social graphs<br />We need Social CRM<br />
  37. 37. 37<br />The funnel is dead<br />Source: McKinsey Quarterly <br /> <br />
  38. 38. 38<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 />
  39. 39. 6) Make Sure your CMO and CIO are BFF<br />
  40. 40. Don’t just think technology<br />7) Think Culture<br />
  41. 41. “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 />
  42. 42. 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 />
  43. 43. …not your company’s advocate<br />8) Be the Customer Advocate<br />
  44. 44. How can you expect anyone to trust you if you cannot trust your employees & volunteers?<br />9) Establish trust as the New Currency<br />
  45. 45. Any questions? <br />Francois Gossieaux<br />President, Human 1.0<br />e.<br />w.<br />b.<br />p.<br />t.<br />Our new book: The Hyper-Social Organization<br /><br />Download a free chapter at:<br /><br />45<br />