2008 tribalization of business study sncr webinar
DESCRIPTION
Slides from the Beeline Labs/SNCR webinar on 7/31/08TRANSCRIPT
2008 TRIBALIZATION OF BUSINESS STUDY
HOW TO ACHIEVE TRANSFORMATIONAL CHANGE THROUGH COMMUNITIES AND
SOCIAL NETWORKS
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A STUDY PRODUCED BY:
Deloitte (www.deloitte.com) Beeline Labs (www.beelinelabs.com)Society for New Communications Research (www.sncr.org)
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OVERVIEW:
FIRST ACT: UNDERSTANDING THE DYNAMICS AT WORK WITHIN COMMUNITIES
SECOND ACT:
A QUICK OVERVIEW OF THE FINDINGS OF THE STUDY
THIRD ACT:THE MAJOR TAKEAWAYS FROM THE STUDY
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FIRST ACT: UNDERSTANDING THE DYNAMICS AT WORK WITHIN COMMUNITIES
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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)
WHAT’S THIS TRIBAL THING ALL ABOUT?
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THE MOTIVATIONS ALLOWING THIS TO WORK…
PEOPLE WANT TO CONNECT WITH PEOPLE
PEOPLE WANT TO HELP AND BE HELPED
PEOPLE OPERATE EITHER IN A SOCIAL FRAMEWORK OR A MARKET FRAMEWORK
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THE MORE CONTENT YOU HAVE THE MORE MEMBERS YOU WILL GET.
THE MORE MEMBERS YOU HAVE THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND MEMBERS TO MEMBER PROFILES THE MORE MEMBERS AND CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS THE MORE MEMBERS YOU WILL ATTRACT.
UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES
THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME
CHANGING RESULTS7
SECOND ACT:
A QUICK OVERVIEW OF THE FINDINGS OF THE STUDY
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TOP USAGE SCENARIOS:
New Product Development
Customer serviceIdea generation
Market research Developer relations
Amplifying Word of Mouth
Employee communications
General Marketing
Reputation management Product testing
Public relationsLONG TAIL SALES
CANARY IN THE COALMINE
Co-innovation
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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 costReduce customer support cost
Increase new product success ratios
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WHO’S IN CHARGE?
MARKETING
Sales
Customer serviceFinance
Public Relations
Employee communications
IT
Product development
R&D
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DISCONNECT:Not in support of any goal…
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MEASURING PROGRESS AND SUCCESS – QUALITATIVE
Activity levels
Tonality
Impact on salesImpact on cost
Participation rate
Sustainability
Software downloads
engagement
Amount of learningAnecdotal stories
Growth
Sentiment
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Could lead to prematureshutdown of community 16
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THIRD ACT:THE MAJOR TAKEAWAYS FROM THE STUDY
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TAKEAWAY #1: COMMUNITIES ARE ABOUT DELIVERING GAME-CHANGING RESULTS
COMMUNITIES CAN INCREASE REVENUE PER CUSTOMER DRAMATICALLY – I.E., 50%
COMMUNITIES WILL INCREASE PRODUCT INTRODUCTION SUCCESS RATIOS
COMMUNITIES AMPLIFY EVERYTHING YOU DO – INCREASING EFFECTIVENESS AND DECREASING COSTS
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TAKEAWAY #2: THE RISE OF THE CMO 2.0?
COMMUNITIES SHOULD BE AN IMPORTANT PART OF THE CMO’S TOOLSET(BUT FOR MANY LARGE COMPANIES – THERE IS AN UNDER-INVESTMENT AND SCALE
PROBLEM)
COMMUNITIES SHOULD EVOLVE THE ROLE OF THE CMO INTO CHIEF COMMUNITY OFFICER
(BUT THAT WILL REQUIRE DRASTIC CHANGES IN ATTITUDE AND APPROACH TO MARKETING)
IF DONE PROPERLY, COMMUNITIES WILL TRANSFORM THE WAY MARKETING WORKS
(REDUCED COSTS, IMPROVED EFFECTIVENESS, NEW OPPORTUNITIES)
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TAKEAWAY #3: THE NEED FOR NEW MANAGEMENT THINKING
MISMATCH BETWEEN COMMUNITY GOALS AND ASSOCIATED
INVESTMENTS
MAJOR GAPS BETWEEN COMMUNITY GOALS AND WHAT IS BEING
MEASURED
COMMUNITIES HAVE TO COMBINE WITH MAJOR TALENT INITIATIVES
COMMUNITIES WILL TRANSFORM MOST BUSINESS PROCESSES
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TAKEAWAY #3.5: THE WORST PRACTICES ENJOY WIDE ADOPTION
THE BUILD IT AND THEY WILL COME (AGAIN) FALLACY
THE LET’S KEEP IT SMALL SO IT DOESN’T MOVE THE NEEDLE PHENOMENON
THE NOT INVENTED HERE SYNDROME
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QUESTIONS?
Contacts:
Francois Gossieaux, Beeline Labs: [email protected]
Jen McClure, Society for New Communications Research:[email protected]
Ed Moran, Deloitte:[email protected]
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