It's not about being ON social, it's about BEING social
1. IT’S NOT ABOUT BEING ON SOCIAL
IT’S ABOUT BEING SOCIAL
4th Latin American Retail
Conference (CLAV’11)
Keynote Address
São Paulo, Brazil
October 2011
Prof. Chris Dellarocas
Boston University
www.dellarocas.com
13. And because humans are hardwired to be social
Social re-entered business and commerce with a splash
14. So to understand how to do business in a
world of social media
You do not need to deeply understand You are better off understanding
the technologies humans – not as consumers, but as
social creatures
15. People need a sense of purpose
and have an innate desire to be
helpful to others
16. People value fairness and are
willing to spend a lot of effort to
punish unfair treatment
United breaks guitars
17. People like to do what others do
Iphone 4 debut, Paris
Ipad 2 debut, Beijing
21. 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
22. So, to survive and thrive in the world of social media,
you need to…
Accept that consumers are now
(re)empowered to act as social beings
So, you need to…
Transform your business processes
into social processes
23. A social process is NOT…
Running
traditional
programs using
social media
platforms
25. A social process is NOT…
Generating
leads by
spamming
hashtags on
Twitter
26. A social process IS…
Engaging human passion, sense of purpose, reciprocity
and fairness to get others, whose “job” it isn’t to do so,
to help you achieve your business goals
For example…
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32. 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
33. Find your tribes
Both inside and outside the org
And get them to help one another
Across functional areas
34. 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
51. The SAP Developer Network
Original Incentive System:
Point system leading to
personal rewards
Results:
Bullying behavior in the
community
New Incentive System:
Point system leading to
donation to charity
Results:
No more bullying
Source: Francois Gossieaux
52. Find your tribes
Both inside and outside the org
And get them to help one another
Across functional areas
54. Is this marketing?
Is this customer support?
Is this knowledge management?
Is this recruiting?
55. Social media are blurring the lines across many
previously distinct functions
Marketing
Public Relations
Sales
Customer Service
Product Development
Consumer Research
Recruiting
Knowledge Management
…
63. My suggested social pilot project approach
Step 1: Get to know your tribes (not your segments) their passions
and their needs
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)