it's not about being on social, it's about being social

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IT’S NOT ABOUT BEING ON SOCIAL IT’S ABOUT BEING SOCIAL Indian School of Business February 3, 2012 Prof. Chris Dellarocas Boston University www.dellarocas.com

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Keynote address, 1st Digital Marketing Conference, Indian School of Business, February 3, 2012, Hyderabad, India

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Page 1: It's not about being ON social, it's about BEING social

IT’S NOT ABOUT BEING ON SOCIAL IT’S ABOUT BEING SOCIAL

Indian School of Business February 3, 2012 Prof. Chris Dellarocas Boston University www.dellarocas.com

Page 2: It's not about being ON social, it's about BEING social
Page 3: It's not about being ON social, it's about BEING social

Digital marketing is the future

But 50% of projects fail to produce tangible results

Because they approach social media in the wrong way

Page 4: It's not about being ON social, it's about BEING social

A revolution is underway

But it’s not (mainly) about the technologies

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In the beginning - all business was social

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Then business started scaling Then business starting scaling

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But social could not scale so it disappeared from business

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Corporations started to develop some really bad habits

Targeting people

Segmenting people

“Campaigning”

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It‘s like companies are at war with customers

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It‘s like companies are at war with customers

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Then came the Internet and Social media

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And because humans are hardwired to be social

Social re-entered business and commerce with a vengeance

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So to understand how to do business in a world of social media

You do not need to understand the technologies…

…as much as you need to understand humans – not as consumers, but as

social creatures

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People need a sense of purpose and have an innate desire to be helpful to others

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People value fairness and are willing to spend a lot of effort to punish unfair treatment

United breaks guitars

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People like to do what others do

Iphone 4 debut, Paris

Ipad 2 debut, Beijing

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Some people love status more than money

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Homo economicus is dead Long live homo sociologicus

People want a sense of purpose

People want to help and be helped

People want to be treated fairly

People want to do what others do

People crave for recognition and status

Page 19: It's not about being ON social, it's about BEING social

So, to survive and thrive in the world of social media, you need to…

Transform your business processes into social processes

Accept that consumers are now (re)empowered to act as social beings

So, you need to…

Page 20: It's not about being ON social, it's about BEING social

A social process is NOT…

Running traditional programs using social media platforms

Page 21: It's not about being ON social, it's about BEING social

A social process IS…

Engaging human passion, reciprocity and sense of fairness to get others, whose “job” it isn’t to do so, to help you do your job

For example…

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Page 23: It's not about being ON social, it's about BEING social
Page 24: It's not about being ON social, it's about BEING social

Twelp Force Video

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How to design a social process?

Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

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Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

Page 28: It's not about being ON social, it's about BEING social

How to find your tribes

Identify passions, lifestyles or needs that people form groups (tribes) around and where your products can play a useful role

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The product

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The tribe

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The store

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The tribe

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The company

Page 34: It's not about being ON social, it's about BEING social

The tribe

Page 35: It's not about being ON social, it's about BEING social

Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

Page 36: It's not about being ON social, it's about BEING social
Page 37: It's not about being ON social, it's about BEING social
Page 38: It's not about being ON social, it's about BEING social

Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

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Page 40: It's not about being ON social, it's about BEING social

And get them to help one another

Provide proper incentives

Identify genuine needs

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Manage interactions among incentive features

Incentive design framework [Dellarocas 2012]

Feeling of purpose

Reciprocity

Fairness

Relationships

Sheer Fun

Competitions

Points and ratings

Membership levels

Honor badges

Leaderboards and rankings

Monetary rewards

Virtual currencies

Perks and privileges

Design intrinsic

incentives

Design status

incentives

Design material

incentives

“Love” “Glory” “Money”

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Gamification and badges

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The SAP Developer Network

Source: Francois Gossieaux

Stats:

1.4 M users

400K+ business experts

Original Incentive System:

Point system leading to personal rewards

Results:

Bullying behavior in the community

New Incentive System:

Point system leading to donation to good cause

Results:

No more bullying in the community

Page 44: It's not about being ON social, it's about BEING social

Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

Page 45: It's not about being ON social, it's about BEING social

Is this marketing?

Is this customer support?

Is this knowledge management?

Is this recruiting?

Page 46: It's not about being ON social, it's about BEING social

Social media is not

just about marketing

Page 47: It's not about being ON social, it's about BEING social

Social media are blurring the lines across many previously distinct functions

Marketing

Public Relations

Sales

Customer Service

Product Development

Consumer Research

Recruiting

Knowledge Management

Page 48: It's not about being ON social, it's about BEING social

And yet…

Source: Tribalization of business study, (Beeline Labs, Deloitte et al. 2009)

Page 49: It's not about being ON social, it's about BEING social

Find your tribes

Both inside and outside the org

And get them to help one another

Across functional areas

To summarize…

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Designing social processes requires a leap of faith for most

organizations

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Where do you start from?

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My suggested social pilot project approach

Step 1: Think tribes (not segments) - their passions and needs beyond just your products

Step 2: Think how you can help them (not sell to them, not get them to do something you think is worthwhile, even if it’s charity)

Step 3: Figure out how you can best offer this help through online communities, twitter, facebook, youtube etc.

Step 4: Assign joint responsibility for this project across departments (marketing and customer support is a good start)

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Remember It’s not about being on social It’s about being social

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Inspiration – Further Reading

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Questions?