6. What’s this tribal thing all about? TRIBALISM IS THE VERY FIRST SOCIAL SYSTEM THAT HUMAN BEINGS EVER LIVED IN, AND IT HAS LASTED MUCH LONGER THAN ANY OTHER KIND OF SOCIETY TO DATE. (WIKIPEDIA)
7. Why now? SOCIAL MEDIA HAPPENED… A PLATFORM AND CULTURE OF PARTICIPATION HAS EMERGED – GIVING POWER TO ALL YOUR EMPLOYEES, CUSTOMERS AND PROSPECTS TO BEHAVE THE WAY THEY WERE HARDWIRED TO BEHAVE – HUMANLY, TRIBALY
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12. Top usage scenarios: New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES CANARY IN THE COALMINE Co-innovation
13. Top business objectives: Generate word of mouth Bring outside ideas into the organization faster Increase customer loyalty Increase brand awareness Improve PR effectiveness Reduce market research costs Decrease customer acquisition cost Reduce customer support cost Increase new product success ratios
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15. Who’s in charge? MARKETING Sales Customer service Finance Public Relations Employee communications IT Product development R&D
24. What is the approximate annual operating budget?
25. Over the next 12 months will your investment in the community:
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35. Prediction #3 for Publishing Industry: You will need to provide the full capabilities of the “digital media menu” Personal- ization Content Platform / Device Supporting Technology (*) Based on data from Deloitte’s “State of the Media Democracy” Survey, Third Edition Customizable interface Personalized content Personalized recommendations Extensive content selection from all sources Sophisticated content search Active/Passive viewing Free/Ad supported option Supports multiple platforms Same menu on each platform Transfer content license across platforms Integrated cross-platform billing Purchase, rental, free w/ads Off-line viewing Single integrated sign-on High speed, real-time streaming High reliability
51. How do you get started? S A M Strategize Activate Manage -to- scale
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54. Obstacle #2: Finding what will motivate your members to participate Source: Rob Kozinets, “E-Tribalized Marketing?” The Strategic Implications of Virtual Communities of Consumption” “ The most potent tribes are built in the interstices, in the margins, on the fringes.”
64. It’s all about CONTENT, dummy “ The number of people who are willing to start something is smaller, much smaller, than the number of people who are willing to contribute once someone else starts something.” Here Comes Everybody, Clay Shirky Advocates Pro Content UGC Facilitation
65. Conclusion What were the big aha moments for you and what will YOU DO when you go back to work?
66. Any questions? Francois Gossieaux Partner, Beeline Labs e. [email_address] w. http://www.beelinelabs.com b. http://www.emergergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com Ed Moran Director of New Product Innovation, Deloitte e. [email_address] w. http://www.deloitte.com Upcoming Tribalization Site http://www.tribalizationofbusiness.com