iabc world conference keynote
TRANSCRIPT
![Page 1: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/1.jpg)
ONLINE COLLABORATION – IT’S ABOUT THE
PEOPLE, NOT THE TECHNOLOGY!
PREPARED FOR THE IABC WORLD CONFERENCE –CHICAGO, JUN 26TH, 2012
![Page 2: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/2.jpg)
Once upon a time…
2Web 2.0 or Human 1.0?
A professional community(with millions of users)
Incentive system to get people to help one another – based on money
Result = Bullying
Changed incentive to a social incentive
Bullying goes away
![Page 3: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/3.jpg)
A look at some NIH + Duke Research
Experiment #1:
People play Atari-style
video game which allows
them to earn or lose money
for themselves
MRI scans shows that the
pleasure side of the brain
lights up – that same part
that gets addicted to drugs
Experiment #2:
People play Atari-style
video game which allows
them to earn or lose money
for a charity
MRI scans shows that the
altruism side of the brain
lights up – that same part
that is responsible for
social interactions
![Page 4: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/4.jpg)
So to understand how to do business in a 2.0 world…
You do not need to understand the Web 2.0 technologies
You are better off understanding Human 1.0 – not as individuals, but as
hyper-social creatures
![Page 5: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/5.jpg)
Other examples – Human 1.0 or Web 2.0?
More than 200 people spend 40+ hours/week helping others in the Dell Customer Support Communities – without being Dell employees or being paid by Dell. Makes sense?
26 teams spent more than $100M to win a $10M price – how would you justify that as an economist?The economics/math for most Open
Source projects does not add up…why do people do it?
![Page 6: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/6.jpg)
HUMAN 1.0 VS. WEB 2.0 – UNDERSTANDING THE DRIVERS OF
COLLABORATION
THE CONDITIONS FOR COLLABORATION TO ACTUALLY WORK
COLLABORATION FOR BUSINESS COMMUNICATORS – USE CASES
COMMON PITFALLS RELATED TO COLLABORATION AND COMMUNICATIONS
OVERVIEW
![Page 7: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/7.jpg)
LET’S GET A LEVEL DEEPER ON THE HUMAN 1.0…
![Page 8: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/8.jpg)
Humans like to help one another…
Reciprocity = a Reflex
![Page 9: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/9.jpg)
And will go out of their way to punish those who are unfair
Humans have an innate sense of fairness = keeps reciprocal society working
![Page 10: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/10.jpg)
We have two decision making frameworks…
Social Framework Market Framework
![Page 11: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/11.jpg)
As humans, we are extremely homologous
We really do not like people who are not like us…we form homologous Tribal
![Page 12: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/12.jpg)
We lie to people…
…including to ourselves, and we tell people what we think they want to hear
![Page 13: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/13.jpg)
Status is important to us…and we like to hoard it
…it used to get us a better mates and more food – proceed with caution: status works both ways!
![Page 14: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/14.jpg)
We are a herding species – self herding even
![Page 15: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/15.jpg)
Culture – perhaps the most important Human 1.0 characteristic
Humans created culture to deal with climate changes in the Pleistocene era – when they realized they could deal with change through culture they created their own
change
![Page 16: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/16.jpg)
THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP
COMMUNITIES DELIVER GAME CHANGING RESULTS
The driving forces of communities
• The more MEMBERS you have the more MEMBERS you will get.
• 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.
16
“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
Those pillars create the dynamics of increasing returns which help communities deliver GAME CHANGING results
![Page 17: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/17.jpg)
CONDITIONS FOR COLLABORATION TO WORK
![Page 18: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/18.jpg)
Hierarchy of success in collaboration
Tools & Technology
Culture
Tribe
Human 1.0 Characteristics
Tools & Technology
Culture
Work Teams
Human 1.0 Characteristics
When people do not know one another
When people do know one another
![Page 19: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/19.jpg)
CONNECTED WITH HUMAN 1.0 CHARACTERISTICS – STATUS, CULTURE, ETC.
CONNECTED WITH THE WORK– INNOVATION, CUSTOMER SUPPORT, WORD
OF MOUTH, ETC.
OR CONNECTED WITH PEOPLE’S PASSION, PAIN, OR INTEREST – THEIR TRIBES
LASTLY – WITH HAVING THE PROPER TOOLS
THE CONDITIONS FOR COLLABORATION TO WORK:
![Page 20: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/20.jpg)
THE HYPER-SOCIAL CULTURE FRAMEWORK OPERATES AT
INTERSECTION OF ORGANIZATION AND INDIVIDUALS
Shared rules, norms, values, habits, codes and beliefs
Attitudes & Behaviors
Organization Individual
![Page 21: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/21.jpg)
Organizational beliefs
Individual behaviors
Organizational structure
Risk profile
Passion
Trust
Knowledge culture
Problem solving
Company-centric Human-centric
Knowing Learning
Hierarchy Tribe
Intolerance Intelligence
Day at work Passion at work
Low High
Hoarding Sharing
Component Integrative/system
Internal Hyper-Social Culture Index – where you are
![Page 22: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/22.jpg)
Shared passion
Shared interest
Shared pain
Risk profile
Perceived value
Trust
Alignment with objectives
Organizational structure
Low High
Low High
Low High
Intolerance Intelligence
Low High
Low High
Unclear close
Hierarchy Tribe
External Hyper-Social Culture Index
![Page 23: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/23.jpg)
SOME USE CASES
COLLABORATION FOR COMMUNICATORS
![Page 24: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/24.jpg)
FIND THE PEOPLE WITHIN YOUR COMPANY WHO SHARE THE SAME PASSION, PAIN, OR INTEREST AS YOUR CUSTOMERS – AND LET THEM COLLABORATE
MATCH INTERNAL TRIBES WITH EXTERNAL TRIBES
![Page 25: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/25.jpg)
WORK WITH HR TO SET UP GUIDERAILS TO MITIGATE RISK
ALLOW EVERYONE WITHIN YOUR COMPANY TO HAVE A
SEAT AT THOSE TABLES WHERE DECISIONS ARE BEING MADE
![Page 26: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/26.jpg)
…ON THEIR TERMS AND WHILE RESPECTING THEIR CULTURAL NORMS
ENGAGE WITH YOUR CONSUMER TRIBES
![Page 27: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/27.jpg)
PEOPLE WILL SPEND A LOT MORE EFFORT GETTING RID OF PROBLEMS THAN
ACHIEVING A NICE TO HAVE
DEVELOP A PROBLEM SOLVING CULTURE INTERNALLY TO
INCREASE/IMPROVE INTERNAL COMMUNICATIONS
![Page 28: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/28.jpg)
HR, INNOVATION, MARKETING, STRATEGY, IT
BE A PARTNER TO OTHER BUSINESS LEADERS WITHIN
YOUR COMPANY
![Page 29: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/29.jpg)
AVOID THE COMMON PITFALLS OF COLLABORATION
![Page 30: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/30.jpg)
CROWDS CAN BE REALLY BAD IN HELPING YOU FIND NEW INNOVATIONS –THEY ARE GOOD AT SOLVING BUSINESS PROBLEMS
DON’T BLINDLY RELY ON THE CROWD
![Page 31: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/31.jpg)
NOT WHAT YOU CAN
MEASURE WHAT MATTERS
![Page 32: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/32.jpg)
THEY MAY NOT TEACH YOU MUCH
BEWARE OF PILOTS
![Page 33: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/33.jpg)
PEOPLE WILL EXPECT YOU TO PARTICIPATE
STAFF APPROPRIATELY
![Page 34: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/34.jpg)
BUILD IT AND THEY WILL COME
![Page 35: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/35.jpg)
THE NOT INVENTED HERE SYNDROME
![Page 36: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/36.jpg)
WITH LIMITED SUCCESS…
YOU CAN CONTROL YOUR BRAND
![Page 37: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/37.jpg)
FAILURE TO UNDERSTAND THE VALUE OF LURKERS
![Page 38: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/38.jpg)
Who is Human 1.0?
• Human 1.0 partners with Fortune B2C and B2B companies to help understand, adopt and implement Social to grow and improve their businesses– Social business strategy & implementation– Social PR & thoughtleadership– Social business sales and lead generation– Market research done right – finding tribes– Innovation and collaboration strategy & implementation
• We have a disruptive and innovative consulting service delivery model focused on matching the right knowledge with the opportunity and ensuring high knowledge transfer that sets us apart from traditional consulting companies and agencies
• We have a passion for what we do • We back our recommendations with real data & research• We have offices in Cambridge, NYC, and San Francisco
38
![Page 39: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/39.jpg)
Any questions?
Francois GossieauxPresident, Human 1.0e. [email protected]. http://www.human1.comb. http://www.emergencemarketing.comp. http://www.cmotwo.comt. http://twitter.com/fgossieaux
Our new book: The Hyper-Social Organizationhttp://www.facebook.com/hypersocialorg
Download a free chapter at:
http://www.human1.com/the-hyper-social-organization/
Help us by taking our survey
http://socialworkplacetrust.com
39
![Page 40: Iabc world conference keynote](https://reader030.vdocuments.net/reader030/viewer/2022032616/55a8a8471a28abc0508b4834/html5/thumbnails/40.jpg)