SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
If you have communities of interest and they are connected to people’s work (e.g., Microsoft podcasts) they work, if not they fail
Whatever happens in a community cannot be separated from the rest of the company
Tell story of large company – launched for innovation, never happened…
Iabc world conference keynote
ONLINE COLLABORATION – IT’S ABOUT THE PEOPLE, NOT THE TECHNOLOGY! PREPARED FOR THE IABC WORLD CONFERENCE – CHICAGO, JUN 26TH, 2012
Once upon a time… A professional community (with millions of users) Incentive system to get people to help one another – based on money Result = Bullying Changed incentive to a social incentive Bullying goes away Web 2.0 or Human 1.0? 2
A look at some NIH + Duke Research Experiment #1: Experiment #2: People play Atari-style People play Atari-style video game which allows video game which allows them to earn or lose money them to earn or lose money for themselves for a charity MRI scans shows that the MRI scans shows that the pleasure side of the brain altruism side of the brain lights up – that same part lights up – that same part that gets addicted to drugs that is responsible for social interactions
So to understand how to do business in a 2.0 world… You are better off understandingYou do not need to understand the Human 1.0 – not as individuals, but as Web 2.0 technologies hyper-social creatures
Other examples – Human 1.0 or Web 2.0? More than 200 people spend 40+ hours/week helping others in the Dell Customer Support Communities – without being Dell employees or being paid by Dell. Makes sense? 26 teams spent more than $100M to win a $10M price – how would you justify that The economics/math for most Open as an economist? Source projects does not add up…why do people do it?
OVERVIEWHUMAN 1.0 VS. WEB 2.0 – UNDERSTANDING THE DRIVERS OFCOLLABORATIONTHE CONDITIONS FOR COLLABORATION TO ACTUALLY WORKCOLLABORATION FOR BUSINESS COMMUNICATORS – USE CASESCOMMON PITFALLS RELATED TO COLLABORATION AND COMMUNICATIONS
Culture – perhaps the most important Human 1.0 characteristicHumans created culture to deal with climate changes in the Pleistocene era – when they realized they could deal with change through culture they created their own change
The driving forces of communities • The more MEMBERS you have the more MEMBERS you will get. • The more CONTENT you have the more MEMBERS you will get. The more MEMBERS you have the “The number of people more CONTENT you will get. who are willing to start something is smaller, much • The better you match CONTENT and MEMBERS to smaller, than the number of people who MEMBER PROFILES the more MEMBERS and are willing to CONTENT you will get. contribute once someone else starts something.” • The easier it is to do TRANSACTIONS the more MEMBERS you will attract. Here Comes THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICHShirky Everybody, Clay HELP Those pillars create the dynamics of increasing returns which help communities COMMUNITIES DELIVER GAME CHANGING RESULTS deliver GAME CHANGING results 16
Hierarchy of success in collaboration Tools & Tools & Technology Technology Culture Culture Tribe Work Teams Human 1.0 Human 1.0 Characteristics Characteristics When people do not When people do know one another know one another
THE CONDITIONS FOR COLLABORATION TO WORK:CONNECTED WITH HUMAN 1.0 CHARACTERISTICS – STATUS, CULTURE, ETC.CONNECTED WITH THE WORK– INNOVATION, CUSTOMER SUPPORT, WORDOF MOUTH, ETC.OR CONNECTED WITH PEOPLE’S PASSION, PAIN, OR INTEREST – THEIR TRIBESLASTLY – WITH HAVING THE PROPER TOOLS
THE HYPER-SOCIAL CULTURE FRAMEWORK OPERATES ATINTERSECTION OF ORGANIZATION AND INDIVIDUALS Organization Individual Shared Attitudes & rules, norms, va Behaviors lues, habits, co des and beliefs
Internal Hyper-Social Culture Index – where you are Organizational beliefs Company-centric Human-centric Individual behaviors Knowing Learning Organizational structure Hierarchy Tribe Risk profile Intolerance Intelligence Passion Day at work Passion at work Trust Low High Knowledge culture Hoarding Sharing Problem solving Component Integrative/system
External Hyper-Social Culture Index Shared passion Low High Shared interest Low High Shared pain Low High Risk profile Intolerance Intelligence Perceived value Low High Trust Low High Alignment with objectives Unclear close Organizational structure Hierarchy Tribe
Who is Human 1.0? • Human 1.0 partners with Fortune B2C and B2B companies to help understand, adopt and implement Social to grow and improve their businesses – Social business strategy & implementation – Social PR & thoughtleadership – Social business sales and lead generation – Market research done right – finding tribes – Innovation and collaboration strategy & implementation • We have a disruptive and innovative consulting service delivery model focused on matching the right knowledge with the opportunity and ensuring high knowledge transfer that sets us apart from traditional consulting companies and agencies • We have a passion for what we do • We back our recommendations with real data & research • We have offices in Cambridge, NYC, and San Francisco 38
Any questions? Francois Gossieaux President, Human 1.0 e. firstname.lastname@example.org w. http://www.human1.com b. http://www.emergencemarketing.com p. http://www.cmotwo.com t. http://twitter.com/fgossieaux Our new book: The Hyper-Social Organization http://www.facebook.com/hypersocialorg Download a free chapter at: http://www.human1.com/the-hyper-social-organization/ Help us by taking our survey http://socialworkplacetrust.com 39