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Eclipse your competition by leveraging social media,[object Object],Prepared for the International Enterprise 2.0 Forum – Milan, June 10th, 2010,[object Object],@fgossieaux,[object Object]
Overview,[object Object],What is actually happening out there?Understanding the true drivers of Social MediaHow do Hyper-Social Organizations think about their business?What do Hyper-Social Organizations do Differently, and WHY?Marketing 2.0 in a Hyper-Social world,[object Object]
Let’s start off with a little example Human 1.0 vs. Web 2.0,[object Object],The SAP Developer Community,[object Object]
The SAP Developer Network,[object Object],4,[object Object],Stats:,[object Object],1.4 M users,[object Object],400K+ business experts,[object Object],Content-rich,[object Object],Original Incentive System:,[object Object],Point system leading to personal rewards,[object Object],The Results:,[object Object],Bullying behavior in the community,[object Object],New Incentive System:,[object Object],Point system leading to donation to good cause,[object Object],The Results:,[object Object],No more bullying in the community,[object Object],Web 2.0 or Human 1.0?,[object Object]
A look at some NIH + Duke Research,[object Object],Experiment #1:,[object Object],People play Atari-style video game which allows them to earn or lose money for themselves,[object Object],MRI scans shows that the pleasure side of the brain lights up – that same part that gets addicted to drugs,[object Object],Experiment #2:,[object Object],People play Atari-style video game which allows them to earn or lose money for a charity,[object Object],MRI scans shows that the altruism side of the brain lights up – that same part that is responsible for social interactions,[object Object]
So to understand how to do business in a 2.0 world…,[object Object],You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures,[object Object],You do not need to understand the Web 2.0 technologies,[object Object]
Let’s get a level deeper on the Human 1.0…,[object Object]
Why are social beings helping one another?,[object Object],Reciprocity = a Reflex,[object Object]
Why are people going out of their way to punish others?,[object Object],Humans have an innate sense of fairness = keeps reciprocal society working,[object Object]
Why do people like to look like others?,[object Object],Because humans have mirror neurons,[object Object]
Why do we lie to market researchers?,[object Object],Because we lie to ourselves and others, and we tell people what we think they want to hear,[object Object]
Why there is no real (big) business in the long tail,[object Object],Because we are a herding species, and a self-herding  one to boot,[object Object]
Why is status so important (and why do we hoard it)?,[object Object],Because it used to get us a better mate – proceed with caution: status works both ways!,[object Object]
What are the important Human 1.0 Hyper-Social Traits,[object Object],Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters,[object Object],Social framework of evaluating things vs. market framework,[object Object],The role of fairness in assessing situations,[object Object],The importance of looking cool and mimicking others,[object Object],Herding and self-herding,[object Object],(early research shows that social behavior does not change when it scales),[object Object],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.,[object Object],Barry Judge, CMO Best Buy,[object Object],http://www.cmotwo.com,[object Object]
They think differently about their business,[object Object],Successful Hyper-Social Organizations,[object Object],Informed by Tribalization of Business Study:,[object Object],2009 – 430 Companies took the survey (52% external communities, 32 hybrid, and 12 internal),[object Object]
In the old days,[object Object],Customer ,[object Object],Support,[object Object],PR,[object Object],Marketing,[object Object],Hierarchies within organizations,[object Object],Old: legal employee contracts,[object Object],Mostly 1-1 customer relationships,[object Object],Old: legal customer contracts,[object Object]
The new world order,[object Object],Green Enthusiasts,[object Object],CIO’s,[object Object],Business model tweak,[object Object],PR,[object Object],Customer support,[object Object],Product Idea,[object Object],Hierarchies within organizations,[object Object],Old: legal employee contracts,[object Object],New: cross-functional social contracts,[object Object],Mostly 1-1 customer relationships,[object Object],Old: legal customer contracts,[object Object],New: social contracts,[object Object]
Hyper-Social companies think differently: a recap,[object Object],Think tribe – not market segment,[object Object],We need to find groups of people who have something in common based on their behavior, not their market characteristics,[object Object],Think knowledge network – not information channel,[object Object],The most important conversations in communities happen in networks of people, not between the company and the community.,[object Object],Think human-centricity – not company-centricity,[object Object],The human has to be at the center of everything you do, not the company,[object Object],Think emergent messiness – not hierarchical fixed processes,[object Object],People will want to see responses to their suggestions, even if it does not fit your community goals – FAST,[object Object],“…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” ,[object Object],- Tom Hayes, Jump Point: How Network Culture is Revolutionizing Business – 2008,[object Object]
What is it that they do different?,[object Object],Hyper-Social Organizations,[object Object]
Hyper-Social Orgs – Leveraging Social Business Processes,[object Object],Successful Hyper-Social organizations turn their business processes into “social” processes,[object Object],Why?,[object Object],Scale,[object Object],Increased quality,[object Object],Increased passion,[object Object],Increased WOM,[object Object]
Turning a business process into a social process,[object Object],IS NOT:,[object Object],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.,[object Object],BUT IS:,[object Object],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.,[object Object],TAPPING INTO PASSION, AND HUMAN 1.0 TRAITS,[object Object]
22,[object Object]
Marketing 2.0 in a Hyper-Social world,[object Object],Realize that your customers are  Hyper-Social,[object Object],Find the knowledge networks that matter – listen to what is being said about the things you care,[object Object],Develop content that will travel in those networks – would you send it to your best friends?,[object Object],Find ways to help the tribes AND their leaders,[object Object],Leveraging Hyper-Social employees,[object Object],Find the pockets of passion and turn all your employees into sales, marketing, and customer support employees,[object Object],Examples: Best Buy, Xerox, Humana, Dell,[object Object]
Any questions?	,[object Object],Francois Gossieaux,[object Object],Partner, Beeline Labs,[object Object],e. francois@beelinelabs.com,[object Object],w. http://www.beelinelabs.com,[object Object],b. http://www.emergencemarketing.com,[object Object],c. http://www.marketingtwo.net,[object Object],p. http://www.cmotwo.com,[object Object],t. http://twitter.com/fgossieaux,[object Object],Our new book: The Hyper-Social Organization,[object Object],http://www.hypersocialorg.com,[object Object],24,[object Object]

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