THE TRIBALIZATION OF BUSINESS

WORKSHOP PREPARED FOR THEBRITE CONFERENCE

03/05/09

LESSONS LEARNED FROM THE TRIBALIZATION STUDYSOME FRESH THINKING AROUND COMMUNITIESRECAP OF THE OLD THINKINGHOW WILL YOU NOW EVALUATE YOUR COMMUNITY EFFORT?

ON THE MENU TODAY (MAYBE)

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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

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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)

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What’s this tribal thing all about?

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

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Why now?

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

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THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME

CHANGING RESULTS

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.

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BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS THAT DELIVER GAME CHANGING RESULTS

And of course…

• The Technology Infrastructure of the community is important

• The Social Infrastructure of the community is MORE important

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SOME FRESH INSIGHTS FROM THE STUDY

SECOND ACT:

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THINK CONSUMER TRIBES – NOT MARKET SEGMENTS(BEHAVIORS VS. CHARACTERISTICS)

FRESH THINKING #1

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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

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You would not be able to have a community based on the market segment

THINK MOVEMENTS – NOT MARKETING PROGRAMS

FRESH THINKING #3

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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

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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

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THINK BRANDED CONTENT IN A UG CONTEXT – NOT PROMOTIONS

FRESH THINKING #3.5

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NEED FOR NEW MANAGEMENT THINKING

RECAP OF THE OLD THINKING

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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

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Any questions?

Francois GossieauxPartner, Beeline Labse. francois@beelinelabs.comw. http://www.beelinelabs.com b. http://www.emergergencemarketing.comc. http://www.marketingtwo.netp. http://www.cmotwo.com

Ed MoranDirector of New Product Innovation, Deloittee. emoran@deloitte.com w. http://www.deloitte.com

Tribalization of Business Sitehttp://www.tribalizationofbusiness.com

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