Tuesday, December 13, 2011

The Hyper-Social Organization : Eclipse Your Competition By Leveraging Social Media By Francois Gossieaux, Ed Moran

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

The Hyper-Social Organization : Eclipse Your Competition by Leveraging Social Media
By Francois Gossieaux, Ed Moran

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(12 customer reviews)

Product Description

Advance praise for The Hyper-Social Organization:  "If you want to really understand what makes some online communities thrive while others shrivel and fade, you have come to the right place. Francois Gossieaux and Ed Moran understand just what makes us all so social—ascustomers, as employees, and as business partners—both online and off." -- David Rogers, executive director, Columbia Business School Center on Global Brand Leadership,author of  The Network Is Your Customer  " The Hyper-Social Organization is not simply a guide to navigate through the fundamental and far-reaching transformations of today caused by social media, but it also provides insight into how to optimize and profit from it." -- Mark Yolton, senior vice president, SAP  "To the extent that we can be 'human' with what we know—and share it as freely as we possibly can—we'll go along way toward fostering a deeper level of trust with consumers. 

The Hyper-Social Organization not only explains why that happens--it also provides a road map for how to embed it in all your customer-facing processes." -- Barry Judge, CMO, Best Buy  "Rather than getting hung up on the 'media' side of social media, Gossieaux and Moran have figured out thatthe real killer app is the ability to create a 1:1 communication between your customers and your brand." -- Marty St. George, CMO, JetBlue  "With this book's simple yet profound prescriptions for all parts of the organization, Francois Gossieaux and Ed Moran have distilled the chaos, excitement, and fear business is feeling from a world gone social into an elegant framework of understanding. (And I'm buying books for my whole tribe.)" -- Janet Swaysland, SVP of Social Media, Monster.com  BE HYPER-SOCIAL. GET HYPER-SUCCESSFUL. Facebook. Twitter. YouTube. LinkedIn. Unless you're living in the Stone Age, it's hard to ignore all the social networking tools that have taken the world by storm. To keep up--and stay competitive--you need to rethink how your organization interacts with this brave new world. You need to stop marketing to consumers and start socializingwith communities who know what they like and aren't afraid to share it.

You need to understand the power of social media—and use it to your best advantage. You need  The Hyper-Social Organization. Based on the famous "Tribalization of Business Study"--a wide-ranging annual survey conducted by Francois Gossieaux of Beeline Labs and Ed Moran of Deloitte--this is the definitive guide to using social media for organizational success. The book's surprising findings and in-depth interviews will challenge everything you know aboutcorporate-consumer relations—starting with The5 Steps to Being Hyper-Social:  Forget technology—understand thefour drivers of successful communities. Forget market segments and consumers—think tribes and humans. Forget company-centricity— think human-centricity. Forget channels—think networks. Forget process and hierarchies— think social messiness. Social media is changing the world as we know it. This book shows you how to change your organization and be on the leading edge of the movement. Instead of marketing to general target groups, Gossieaux and Moran reveal how you can refocus your efforts to home in on what matters most to people—the communities or "tribes" that are at the core of their "identities"—and unite them through their shared passions, problems, responsibilities, wants, and needs.

Product Details
  • Amazon Sales Rank: #93306 in eBooks
  • Published on: 2010-06-21
  • Released on: 2010-06-21
  • Format: Kindle eBook
  • Number of items: 1
Editorial Reviews

About the Author
Francois Gossieaux is cofounder and partner at Beeline Labs, a marketing innovation strategy firm, and a senior fellow and board member at the Society for New Communications Research (SNCR). He lives in New York, NY.

Ed Moran is 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. He lives in New York, NY.

Customer Reviews

Most helpful customer reviews

4 of 5 people found the following review helpful.
5It's the people, stupid
By Yvonne Divita
The Hyper-Social Organization is a book that should be on every executive's desk. All entrepreneurs and small business owners should have a copy - several copies; one for them, and some to share. It's that good.

I've been in social media for 8 years - almost a lifetime, online. My focus has always been on "the people"...not the technology or the tools. Remember when business was all about "the people"...back in the last century? Despite great advances in technology, despite the always on, immediate real-time communication tools that dominate our world today, the only thing that really matters, in life and business, is the people.

The authors of this book promote the concept of the "tribe" which I can't get my head around - not the concept, the word. Not at all sure why that word resonates with people, but it does. I prefer neighborhood - I hang out in my neighborhood, whether that's Facebook online, or Twitter, or my blog; whether that's the community center where I live, or a coffee shop across town, or a business event across the country. It's my neighborhood - friendly, open, approachable, and comforting.

Tribe or neighborhood, the fact is - humans are hard-wired to be social. This book gets to the "heart" of that. Yes, the "heart" of it. Not the 'brain' which is what all the other social media books seem to want to tout - brain thinking, as in, why do people buy? Why do people congregate? What makes people tick? It's heart, not brain.

I'm so fascinated by the examples in this book, and I'm only half-way through. The companies that are able to embrace their customers (and employees, one hopes) as people first, and buyers, next, are the ones who will succeed in being hyper-social. It's not about you...it's about me. It's about my "tribe" or "neighborhood" and how we act together. It's about understanding people and heart, first. Then, allowing us to be part of what you're creating.

Wow... what a concept.

I can't wait to finish this book, but it's not one you should be reading at one sitting, or even over the weekend. Take your time. Underline, highlight... bookmark. You'll want to go back and re-read, then make notes. Put down whatever else you're reading today, and pick up this book. It's that good.

1 of 1 people found the following review helpful.
5If you are thinking about how social media can help/impact your business....
By Alexandra J Gebhardt
this book is a home run! Great job! The problem with technology is never the technology it's always the people, both Francois & Ed provide insight and real-world examples by major brands who have taken the right steps (and some not so right steps) in embracing social media tools for their companies. Buy it - especially if you are looking for help selling social media to your boss/CEO/etc. It will give you a solid foundation for further, relevant discussions!

3 of 4 people found the following review helpful.
4You are selling to communities and/or tribes - like it or leave it
By Reg Nordman
Based on a Tribalization of Business Study ([...]) , the authors have the data to prove out their point. I just wish they had got to the meat a lot sooner. I took lots of notes all the way through but the real value starts at Chapter 14. Some juicy quotes I picked up:

Companies usually have a mix of two communities, defenders of the faith and seekers of the truth. You certainly do not look for innovation from defenders.

Peter Drucker, " Because the purpose of a company is to create a customer, the business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. ( Sound like any place you worked? "

A hypersocial enterprise will require - new salespeople. new sales metrics, better integration of all customer touching areas (and their data), seeing fewer one to one sales but more one to tribe sales, salespeople with new skills,

Bill Joy says that their are always more smart people outside your company than within it. (So the tribes can conttibute a a big part of product dev and innovation) Dev can not ignore the reaching out of marketing to the tribes.

Breakthrough products will not come out of committee. Henry Ford always said if he gave people what they wanted he woudl have produced a faster horse.

HR must change and in a big way with HyperSocial.

Owners of big communities/tribes will monetize through becoming "brokers" e.g. facebook.

A valuable but not an easy read. Could have used an aggressive editor, but leaders need to read this stuff. I am better for reading it.



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