Brite Community Workshop 0309

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? ,[object Object]

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 ,[object Object]

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… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding the driving forces of communities ,[object Object],[object Object],[object Object],[object Object],THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP COMMUNITIES DELIVER GAME CHANGING RESULTS

And of course… ,[object Object],[object Object],BUT THEY ARE NOT AFFECTING THE ECONOMICS OF INCREASING RETURNS THAT DELIVER GAME CHANGING RESULTS

SOME FRESH INSIGHTS FROM THE STUDY ,[object Object]

THINK CONSUMER TRIBES – NOT MARKET SEGMENTS (BEHAVIORS VS. CHARACTERISTICS) ,[object Object]

Consumer tribes vs. market segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You would not be able to have a community based on the market segment

THINK MOVEMENTS – NOT MARKETING PROGRAMS ,[object Object]

Movements vs. Market Programs A Successful MARKETING PROGRAM (will need continuous attention) A Successful Scrapbooking MOVEMENT (Going by itself)

THINK NETWORKS – NOT CHANNELS ,[object Object]

Think networks – not channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THINK BRANDED CONTENT IN A UG CONTEXT – NOT PROMOTIONS ,[object Object]

NEED FOR NEW MANAGEMENT THINKING ,[object Object]

Need for new management thinking ,[object Object],[object Object],[object Object]

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

Brite Community Workshop 0309

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