Are You The Red Queen?


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Are you feeling crazed trying to keep up with social technologies but feeling like you are sliding further behind? Most of us are but there is another way to approach the challenge.

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  • The majority of humans – when they have the option – will choose relationships that provide financial benefits And meaning, empathy, relevance, & flexibility over financial benefits alone. These multi-faceted relationships also improve performance and productivity. [Monkey study in the 50s – baby monkeys choose furry mother over a bottle]
  • We typically don’t look at our organizational ecosystems and identifying the type of relationship we need with various constituent groups to achieve optimal organizational performance but I believe this is the crux of the social business movement – making a concerted effort to engage people at the level which best serves the organization. Most businesses already do this in some capacity – B2B firms know relationship selling yields better results than a transactional model. Professional services firms spend a great deal more on employee professional development because they are the key value creators. In that past, if organizations wanted rich relationships, the only option was to invest heavily in one-on-one mechanisms – in person meetings and events, phone calls, emails. This one-to-one approach is still required for a rich friendship or partnership – social environments will not entirely eliminate that need.However, what social business approaches have done is created more efficient methods of developing and sustaining relationships, particularly in what I call the Encounter, Recognition, and Development stages of a relationship.
  • Are You The Red Queen?

    1. 1. Are You Moving Forward or…Are You The Red Queen?
    2. 2. “It takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!” - Red Queen
    3. 3. “Continuing adaptation is needed in order for a species to maintain its relative fitness amongst the systems being co-evolved with” - Wikipedia
    4. 4. Technology Keeps Getting Faster… Source:,31813,2048601,00.html
    5. 5. …But People Do Not Source:
    6. 6. Who doesn’tfeel a bit crazy?
    7. 7. People Are The Weakest Link
    8. 8. You can try to keep up withtechnology….
    9. 9. …or you can make theweakest link your competitive differentiator
    10. 10. Money + Meaningful Work Sustainability >Money Flexibility Relevance Empathy Listening Caring Credit: Jessica Jackley, Poverty, Money and Love.
    11. 11. Cost Savings • Loyalty • Forgiveness Great • Time • Peer support Relationships • Issue reportingincrease margins Revenue • Preference • Patience • Advocacy • Competitive lockout • Authentic insights
    12. 12. Identifying Relationship Needs Awareness Awareness Understanding of Contextual Trust ForgivenessEncounter Development Friendship Partnership Recognition Resonance compatibility Contextual Loyalty Advocacy & Piqued interest Contextual Defense Acknowledgement Advocacy Universal Trust of relationship Universal Loyalty Social Media (Content-Based) Engagement Cheap & Fast Community (Relationship-Based) Engagement Cost Effective & Faster (trust-based) Direct Engagement Expensive & Slow
    13. 13. Measurable But Not ImmediateReturn Investment
    14. 14. An Enterprise Relationship Roadmap The Community Maturity Model