The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media

by Gossieaux, Francois; Moran, Ed

• ISBN13: 9780071714020
• ISBN10: 0071714022
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-07-12
• Publisher: McGraw-Hill Education

Summary

Self-analysis tools, bold new insights from interviews with industry leading corporations, and other powerful features combine in this definitive, maximum-impact guide to using social media as the ultimate competitive advantage. Authors are the creators of the immensely "Tribalization of Business Study," which analyzes how hundreds of companies integrate social media into their business processes Identifies how corporate functions ranging from marketing to operations to customer service to human capital to R&D to corporate strategy will be dramatically altered. Appeals to the full spectrum of readers, and not only those in select functionsFrancois Gossieauxis co-founder and partner at Beeline Labs, a marketing innovation strategy firm, a Senior Fellow and a Board Member at the Society for New Communications Research (SNCR).Ed Moranis Director of Product Innovation for the Global Technology, Media and Telecommunications group at Deloitte, and the creator/architect of that firm's State of the Media Democracy Survey of emergent consumer behavior.

Author Biography

About the Authors
Francois Gossieaux - Through his role as a co-founder and partner at Beeline Labs, a boutique marketing innovation strategy firm (http://www.beelinelabs.com) that works with clients such as FedEx, Microsoft, EMC, Sapient, Dassault Systemes, Intuit, Sun, and many other leading brands, and his role as a Senior Fellow and Board Member at the Society for New Communications Research (SNCR), Francois has developed rich expertise in how the social in business has fundamentally changed most core business processes. Prior to joining SNCR, he received the prestigious Individual 2007 Excellence in New Communications Award from the Society.

Francois is a frequent speaker at Industry Events, including O'Reilly Conferences (Web 2.0 Expo and TOC, where he rated as a one of the top speakers at both events), Columbia University’s BRITE events, Conference Board events and others. He speaks on average once or twice a month, and his speeches generate significant coverage in the blogosphere (e.g., two recent speeches generated over 100 tweets each in addition to multiple blog posts). He is frequently quoted in the blogosphere (i.e., O'Reilly Radar, Global Neighborhoods, Spinfluencer, For Immediate Release, Silicon Valley Watcher) as well as in traditional media (i.e., Fast Company, eWeek, InformationWeek, Wall Street Journal, Boston Globe). He holds an MSEE from the University of Gent (Belgium) and a graduate degree in Management and Administration from Harvard University.

Ed Moran - Through his role as Director of Product Innovation for the Global Technology, Media and Telecommunications group at Deloitte (http://www.deloitte.com) Ed has access to high-level executives at most Fortune 500 companies as well as to top analysts and press. Ed advises TMT companies such as IBM, HP and Viacom in the areas of strategic planning, product innovation, competitive positioning, and digital convergence. He is also one of Deloitte's key liaisons with the mass media.

Ed architects Deloitte's State of the Media Democracy Survey, which provides current data on different generations' adoption of, and receptivity to, new technology platforms, media distribution methods, and advertising models. The Media Democracy is a respected study of emergent consumer behavior, and is often featured in, and cited by, the business media. Ed also co-founded and manages Deloitte's Tribalization of Business Study with Beeline Labs and the Society for New Communications Research.

Table of Contents

Foreword: Hyper-Social Revolutions and Revelations	p. ix
Acknowledgments	p. xv
Introduction: Your Customers and Employees Are Hyper-Social. Is Your Business?	p. xix
Resist the Hyper-Social Shift at Your Peril
How Did We Get Here? How Social Media Drives Hyper-Sociality and Why Businesses Must Change	p. 3
The Human 1.0 in a Web 2.0 World	p. 19
The Impact of Hyper-Sociality on Your Business	p. 31
The True Drivers of a Successful Community	p. 47
The Four Pillars of Hyper-Sodality
Forget Market Segments and Consumers-Think Tribes and Humans	p. 65
Forget Company-Centricity- Think Human-Centricity	p. 81
Forget Information Channels-Think Knowledge Networks	p. 95
Forget Hierarchies-Embrace Social Messiness at the SEAMS	p. 111
Practically Speaking: Your Business through the Hyper-Social Lens
How Hyper-Social Is Your Company? Measuring the Hyper-Sociality Index	p. 127
Old Management Thinking Won't Work in the Hyper-Social Organization	p. 141
Hyper-Social Organizations Use Different Metrics	p. 159
Hyper-Social Businesses Need Different Talent	p. 175
The Seven Myths of Hyper-Social Organizations	p. 191
Hyper-Sociality Is Not Just about Marketing: Your New Hyper-Social Organization Chart
Marketing 2.0 and the Rise of the CMO 2.0	p. 215
Customer Experience 2.0	p. 237
Sales 2.0	p. 253
Product Development 2.0 and Innovation 2.0	p. 269
Talent 2.0	p. 283
Knowledge Management 2.0	p. 297
Business 2.0 and Leadership 2.0	p. 311
Epilogue: Your Hyper-Social Future	p. 329
Endnotes	p. 335
Index	p. 349
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