Updated presentation as presented at the Community 2.0 Conference in Las Vegas in May 08.
Email me to get access to the latest study results @ francois [at] beelinelabs.com
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2008 Tribalization Of Business Study
1. 2008Â T
2008 TRIBALIZATION OF BUSINESS STUDY
How to Achieve Transformational ChangeÂ
through Communities and Social Networks
2. AÂ S
A STUDY PRODUCED BY:
Deloitte (www.deloitte.com)Â
Beeline Labs (www.beelinelabs.com)
Society for New Communications Research (www.sncr.org)Â
Society for New Communications Research (www.sncr.org)
3. THE FINDINGS IN THIS PRESENTATION ARE BASED ON SURVEYS OF OVER 140Â COMPANY OFFICIALS
WHO ACTIVELY USE COMMUNITIES
THE RESULTS ARE PRELIMINARY AND MAY CHANGE AS THE STUDY PROGRESSES
4. OVERVIEW:
WHATâS THIS TRIBAL THING ALL ABOUT?
WHAT ARE THE MOTIVATIONS ALLOWING THIS TO WORK?
WHAT ARE COMPANIES USING THEM FOR?
WHOâS IN CHARGE â WHAT ARE THE ORGANIZATIONAL IMPLICATIONS?
HOW ARE COMPANIES MEASURING SUCCESS?
WHAT MAKES THEM SUCCESSFUL?
WHAT ARE THE INHIBITORS +Â BEST AND WORST PRACTICES?
CAN YOU BUILD COMMUNITIES WITH ANY DEGREE OF PREDICTABILITY?
5. WHATâS THIS TRIBAL THING ALL ABOUT?
Tribalism is the very first social system that human beings everÂ
lived in, and it has lasted much longer than any other kind ofÂ
lived in and it has lasted much longer than any other kind of
society to date.Â
(Wikipedia)
6. THE MOTIVATIONS ALLOWING THIS TO WORKâŚ
People want to connect with people
People want to connect with people
People want to help and be helped
People operate either in a SOCIAL frameworkÂ
or a MARKET framework
7. TOP USAGE SCENARIOS:
Customer service
Idea generation
Id ti Coâinnovation Amplifying Word of Mouth
New Product Development
Reputation management Product testing
CANARYÂ INÂ THEÂ COALMINE
Market research Developer relations
Public relations
LONGÂ TAILÂ SALES
Employee communications
General Marketing
19. OOPS â IT WORKSâŚ
Reach of Word of Mouth for free
Advertising Revenue
g Knowledge about customers
Knowledge about customers
Lots of active users
Greater visibility
Ideas generated by communities
Id t db iti
That our market really will tell us what they want ââ if we just ask
How happy customers are with the outreach
20. WHATâS GOING ON HERE?
The more CONTENT you have the more MEMBERS you will get.
h S h
The more MEMBERS you have the more CONTENT you will get.
h CO ill
The better you match CONTENT and MEMBERS to MEMBER PROFILES the moreÂ
MEMBERS and CONTENT you will get.
y g
The easier it is to do TRANSACTIONS the more MEMBERS you will attract.
THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP
COMMUNITIES DELIVER GAMEÂ CHANGINGÂ RESULTS
21. AND OF COURSEâŚ
The Technology Infrastructure of the community is important
The Technology Infrastructure of the community is important
The Social Infrastructure of the community is MORE important
BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS
THAT DELIVER GAME CHANGING RESULTS
23. COMMUNITY BEST AND WORST PRACTICESâŚÂ
BEST WORST
Clear goals + purpose Start with technology
Right talent
Right talent Marketing campaign
Marketing âcampaignâ
Commitment + time Mixing business/consumer motivesÂ
Topic engenders passion No facilitation
Social + communal Metrics vs. business measures
24. CAN YOU BUILD COMMUNITIES WITH PREDICTABLE SUCCESS?
Is the focus hitting a pain, interest that people need help, want to give help?
g p , p p p, g p
Understand the importance of the size of your addressable community
If you do not have critical mass â invest in professionally developed content
If you do not have critical mass invest in professionally developed content
If your community would not succeed in a discussion group â it will not work
YOU MIGHT GIVE UP SOME OF THE EFFECTS OF THE DYNAMICS OF INCREASING
RETURNS BUT STILL GAIN MORE THAN BY USING INTERRUPT TECHNIQUES
25. OTHER INTERESTING FINDINGSâŚ
Integration of the community with existing public communities â Facebook, twitter
g y gp ,
The importance  of timeâbased events â innovation jams, events, etc.
There are differences in community behavior â mobs, swarms, hives, tourists, fans
There are differences in community behavior mobs swarms hives tourists fans
26. SOME EARLY PREDICTIONSâŚ
Communities will have a huge impact on organizational change
g p g g
Communities will transform the marketing organization and change the CMO role
A disconnect between metrics and goals and between community goals and businessÂ
A disconnect between metrics and goals and between community goals and business
goals will lead to many failures
27. CONCLUSIONâŚ
Communities can be build with predictable success
p
Communities are transformational
If done properly, the benefits are not levelâsetting â
If done properly the benefits are not level setting
they are GAMEâCHANGING
28. QUESTIONS?
Contact
francois@beelinelabs.com
emoran@deloitte.com
Project web site
Project web site
http://www.communityeffectiveness.com
Blog
http://www.emergencemarketing.com