ONLINE COLLABORATION – IT’S ABOUT THE
PEOPLE, NOT THE TECHNOLOGY!
PREPARED FOR THE IABC WORLD CONFERENCE –CHICAGO, JUN 26TH, 2012
Once upon a time…
2Web 2.0 or Human 1.0?
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
A look at some NIH + Duke Research
Experiment #1:
People play Atari-style
video game which allows
them to earn or lose money
for themselves
MRI scans shows that the
pleasure side of the brain
lights up – that same part
that gets addicted to drugs
Experiment #2:
People play Atari-style
video game which allows
them to earn or lose money
for a charity
MRI scans shows that the
altruism side of the brain
lights up – that same part
that is responsible for
social interactions
So to understand how to do business in a 2.0 world…
You do not need to understand the Web 2.0 technologies
You are better off understanding Human 1.0 – not as individuals, but as
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 as an economist?The economics/math for most Open
Source projects does not add up…why do people do it?
HUMAN 1.0 VS. WEB 2.0 – UNDERSTANDING THE DRIVERS OF
COLLABORATION
THE CONDITIONS FOR COLLABORATION TO ACTUALLY WORK
COLLABORATION FOR BUSINESS COMMUNICATORS – USE CASES
COMMON PITFALLS RELATED TO COLLABORATION AND COMMUNICATIONS
OVERVIEW
LET’S GET A LEVEL DEEPER ON THE HUMAN 1.0…
Humans like to help one another…
Reciprocity = a Reflex
And will go out of their way to punish those who are unfair
Humans have an innate sense of fairness = keeps reciprocal society working
We have two decision making frameworks…
Social Framework Market Framework
As humans, we are extremely homologous
We really do not like people who are not like us…we form homologous Tribal
We lie to people…
…including to ourselves, and we tell people what we think they want to hear
Status is important to us…and we like to hoard it
…it used to get us a better mates and more food – proceed with caution: status works both ways!
We are a herding species – self herding even
Culture – perhaps the most important Human 1.0 characteristic
Humans 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
THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP
COMMUNITIES DELIVER GAME CHANGING RESULTS
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 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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“The number of people who are willing to start
something is smaller, much
smaller, than the number of people who
are willing to contribute once
someone else starts something.”
Here Comes Everybody, Clay Shirky
Those pillars create the dynamics of increasing returns which help communities deliver GAME CHANGING results
CONDITIONS FOR COLLABORATION TO WORK
Hierarchy of success in collaboration
Tools & Technology
Culture
Tribe
Human 1.0 Characteristics
Tools & Technology
Culture
Work Teams
Human 1.0 Characteristics
When people do not know one another
When people do know one another
CONNECTED WITH HUMAN 1.0 CHARACTERISTICS – STATUS, CULTURE, ETC.
CONNECTED WITH THE WORK– INNOVATION, CUSTOMER SUPPORT, WORD
OF MOUTH, ETC.
OR CONNECTED WITH PEOPLE’S PASSION, PAIN, OR INTEREST – THEIR TRIBES
LASTLY – WITH HAVING THE PROPER TOOLS
THE CONDITIONS FOR COLLABORATION TO WORK:
THE HYPER-SOCIAL CULTURE FRAMEWORK OPERATES AT
INTERSECTION OF ORGANIZATION AND INDIVIDUALS
Shared rules, norms, values, habits, codes and beliefs
Attitudes & Behaviors
Organization Individual
Organizational beliefs
Individual behaviors
Organizational structure
Risk profile
Passion
Trust
Knowledge culture
Problem solving
Company-centric Human-centric
Knowing Learning
Hierarchy Tribe
Intolerance Intelligence
Day at work Passion at work
Low High
Hoarding Sharing
Component Integrative/system
Internal Hyper-Social Culture Index – where you are
Shared passion
Shared interest
Shared pain
Risk profile
Perceived value
Trust
Alignment with objectives
Organizational structure
Low High
Low High
Low High
Intolerance Intelligence
Low High
Low High
Unclear close
Hierarchy Tribe
External Hyper-Social Culture Index
SOME USE CASES
COLLABORATION FOR COMMUNICATORS
FIND THE PEOPLE WITHIN YOUR COMPANY WHO SHARE THE SAME PASSION, PAIN, OR INTEREST AS YOUR CUSTOMERS – AND LET THEM COLLABORATE
MATCH INTERNAL TRIBES WITH EXTERNAL TRIBES
WORK WITH HR TO SET UP GUIDERAILS TO MITIGATE RISK
ALLOW EVERYONE WITHIN YOUR COMPANY TO HAVE A
SEAT AT THOSE TABLES WHERE DECISIONS ARE BEING MADE
…ON THEIR TERMS AND WHILE RESPECTING THEIR CULTURAL NORMS
ENGAGE WITH YOUR CONSUMER TRIBES
PEOPLE WILL SPEND A LOT MORE EFFORT GETTING RID OF PROBLEMS THAN
ACHIEVING A NICE TO HAVE
DEVELOP A PROBLEM SOLVING CULTURE INTERNALLY TO
INCREASE/IMPROVE INTERNAL COMMUNICATIONS
HR, INNOVATION, MARKETING, STRATEGY, IT
BE A PARTNER TO OTHER BUSINESS LEADERS WITHIN
YOUR COMPANY
AVOID THE COMMON PITFALLS OF COLLABORATION
CROWDS CAN BE REALLY BAD IN HELPING YOU FIND NEW INNOVATIONS –THEY ARE GOOD AT SOLVING BUSINESS PROBLEMS
DON’T BLINDLY RELY ON THE CROWD
NOT WHAT YOU CAN
MEASURE WHAT MATTERS
THEY MAY NOT TEACH YOU MUCH
BEWARE OF PILOTS
PEOPLE WILL EXPECT YOU TO PARTICIPATE
STAFF APPROPRIATELY
BUILD IT AND THEY WILL COME
THE NOT INVENTED HERE SYNDROME
WITH LIMITED SUCCESS…
YOU CAN CONTROL YOUR BRAND
FAILURE TO UNDERSTAND THE VALUE OF LURKERS
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
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Any questions?
Francois GossieauxPresident, Human 1.0e. [email protected]. http://www.human1.comb. http://www.emergencemarketing.comp. http://www.cmotwo.comt. http://twitter.com/fgossieaux
Our new book: The Hyper-Social Organizationhttp://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
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