Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Brite Community Workshop 0309

•Download as PPT, PDF•
•
Francois Gossieaux
Francois Gossieaux

The document summarizes key lessons from a study on the tribalization of business. It discusses how social media has enabled tribal behaviors in customers and employees. Tribalization focuses on consumer tribes defined by behaviors rather than market segments defined by characteristics. It also emphasizes thinking in terms of movements rather than marketing programs and networks rather than channels. New management thinking is needed to leverage communities that form with or without a company's direct help.

1 of 19
THE TRIBALIZATION OF BUSINESS WORKSHOP PREPARED FOR THE BRITE CONFERENCE 03/05/09
LESSONS LEARNED FROM THE TRIBALIZATION STUDY SOME FRESH THINKING AROUND COMMUNITIES RECAP OF THE OLD THINKING HOW WILL YOU NOW EVALUATE YOUR COMMUNITY EFFORT? ON THE MENU TODAY (MAYBE)
TRIBALIZATION OF BUSINESS STUDY CONDUCTED BY BEELINE LABS, DELOITTE AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH LOOKED AT 140 COMPANIES LEVERAGING COMMUNITY AS PART OF THEIR BUSINESS THE 2009 STUDY, CURRENTLY UNDERWAY CAN BE ACCESSED THROUGH HTTP://WWW.TRIBALIZATIONOFBUSINESS.COM – WE THANK YOU FOR YOUR PARTICIPATION LESSONS LEARNED FROM THE TRIBALIZATION STUDY
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)
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, TRIBALLY
The motivations allowing this to work… People want to connect with other people People want to help and be helped – it’s a reflex! People operate either in one of two frameworks: social framework market framework
Understanding the driving forces of communities 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. THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME CHANGING RESULTS
And of course… The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS THAT DELIVER GAME CHANGING RESULTS
SOME FRESH INSIGHTS FROM THE STUDY SECOND ACT:
THINK CONSUMER TRIBES – NOT MARKET SEGMENTS (BEHAVIORS VS. CHARACTERISTICS) FRESH THINKING #1
Consumer tribes vs. market segments Example: Market segment: health club members in NYC Characteristics: concerned with long term health, fitness, and quality of life, may have income characteristics, etc. Consumer Tribe #1: weightlifters Behavior: competitive, talk about their goals and achievements Consumer Tribe #2: non working moms Behavior: they prefer to go to gym in middle of the day, they like to talk/socialize about mommy issues, they prefer not too many people around You would not be able to have a community based on the market segment
THINK MOVEMENTS – NOT MARKETING PROGRAMS FRESH THINKING #3
Movements vs. Market Programs A Successful MARKETING PROGRAM (will need continuous attention) A Successful Scrapbooking MOVEMENT (Going by itself)
THINK NETWORKS – NOT CHANNELS FRESH THINKING #2
Think networks – not channels In Traditional Marketing: Channels of communications Channels of product distribution In Communities: Information and recommendations flow through networks Buying decisions get made based on networks
THINK BRANDED CONTENT IN A UG CONTEXT – NOT PROMOTIONS FRESH THINKING #3.5
NEED FOR NEW MANAGEMENT THINKING RECAP OF THE OLD THINKING
Need for new management thinking Community will happen – with or without your help Community is not about a new technology platform, new tools, new processes – its about a new social platform and old human 1.0 behaviors that can now scale and infiltrate all business processes With community comes social messiness – which requires new forms of leaderships, real transparency and authentic experiences
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 Tribalization of Business Site http://www.tribalizationofbusiness.com

More Related Content

Brite Community Workshop 0309

  • 1. THE TRIBALIZATION OF BUSINESS WORKSHOP PREPARED FOR THE BRITE CONFERENCE 03/05/09
  • 2. LESSONS LEARNED FROM THE TRIBALIZATION STUDY SOME FRESH THINKING AROUND COMMUNITIES RECAP OF THE OLD THINKING HOW WILL YOU NOW EVALUATE YOUR COMMUNITY EFFORT? ON THE MENU TODAY (MAYBE)
  • 3. TRIBALIZATION OF BUSINESS STUDY CONDUCTED BY BEELINE LABS, DELOITTE AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH LOOKED AT 140 COMPANIES LEVERAGING COMMUNITY AS PART OF THEIR BUSINESS THE 2009 STUDY, CURRENTLY UNDERWAY CAN BE ACCESSED THROUGH HTTP://WWW.TRIBALIZATIONOFBUSINESS.COM – WE THANK YOU FOR YOUR PARTICIPATION LESSONS LEARNED FROM THE TRIBALIZATION STUDY
  • 4. 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)
  • 5. 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, TRIBALLY
  • 6. The motivations allowing this to work… People want to connect with other people People want to help and be helped – it’s a reflex! People operate either in one of two frameworks: social framework market framework
  • 7. Understanding the driving forces of communities 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. THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME CHANGING RESULTS
  • 8. And of course… The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS THAT DELIVER GAME CHANGING RESULTS
  • 9. SOME FRESH INSIGHTS FROM THE STUDY SECOND ACT:
  • 10. THINK CONSUMER TRIBES – NOT MARKET SEGMENTS (BEHAVIORS VS. CHARACTERISTICS) FRESH THINKING #1
  • 11. Consumer tribes vs. market segments Example: Market segment: health club members in NYC Characteristics: concerned with long term health, fitness, and quality of life, may have income characteristics, etc. Consumer Tribe #1: weightlifters Behavior: competitive, talk about their goals and achievements Consumer Tribe #2: non working moms Behavior: they prefer to go to gym in middle of the day, they like to talk/socialize about mommy issues, they prefer not too many people around You would not be able to have a community based on the market segment
  • 12. THINK MOVEMENTS – NOT MARKETING PROGRAMS FRESH THINKING #3
  • 13. Movements vs. Market Programs A Successful MARKETING PROGRAM (will need continuous attention) A Successful Scrapbooking MOVEMENT (Going by itself)
  • 14. THINK NETWORKS – NOT CHANNELS FRESH THINKING #2
  • 15. Think networks – not channels In Traditional Marketing: Channels of communications Channels of product distribution In Communities: Information and recommendations flow through networks Buying decisions get made based on networks
  • 16. THINK BRANDED CONTENT IN A UG CONTEXT – NOT PROMOTIONS FRESH THINKING #3.5
  • 17. NEED FOR NEW MANAGEMENT THINKING RECAP OF THE OLD THINKING
  • 18. Need for new management thinking Community will happen – with or without your help Community is not about a new technology platform, new tools, new processes – its about a new social platform and old human 1.0 behaviors that can now scale and infiltrate all business processes With community comes social messiness – which requires new forms of leaderships, real transparency and authentic experiences
  • 19. 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 Tribalization of Business Site http://www.tribalizationofbusiness.com