[Study] Tribalization of business – community research project

Posted on February 4, 2009 by KathelineJeanPierre

This presentation is really insightful about communities goals, measures, evolution and effectiveness.



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  • http://www.usable.co.nz scott

    Katheline

    Fantastic work. Would love to see this with an audio voice-over. It would make a great presentation to show to our skeptical social media marketing clients.

    Bravo.

    Regards
    scott@usable.co.nz

  • http://www.linkedin.com/in/kathelinejeanpierre Katheline Jean-Pierre

    Hi Scott,

    Thanks for your feedback, I did not produce it myself, but this is a research conducted that I deem really interesting, from a community social media ROI tracking perspective. As I have been working at lease four years on community on community management, I truly appreciate the insights given here. I will register to get more info on the outcomes. Good luck with your endeavours in New Zealand! Must be a nice place to visit.

    Best,
    Katheline

  • http://www.usable.co.nz scott

    Come on down and visit us!

  • http://twitter.com/OctavianMihai tav

    yes, it is a good take at creating some sort of framework and argument to support the concept of enterprise 2.0. and yes this can easily become the next erp that still continues to fail brilliantly.

    from a business perspective, the e2.0 system should generate some measurable profits (direct productivity increase, increase in employee retention and engagement, etc). on the other hand, you want to have your employees use the less time possible the system and in the most efficient manner. (increased visit time = increase in operational cost per employee) and this erodes your roi. unless you completely shift their workspace into the system (which will happen at some point)

    public social networks have a different revenue model (ads, profiles, etc) and they tend to want to increase the visit time.

    it is interesting to see how an employee psychologically adapts to using an internal enterprise social service comparing to a public one like facebook. the shift might never happen and you’ll end up with a bunch of procrastinators and voyeurs. in this context merging the 2 worlds will not be recommended.

    you might end up realizing, like your study suggests, that the main advantage will be innovation… 1st: innovation is overrated. 2nd. it is next to impossible to manage this type of overflow of ideas (if im not mistaken apple products are sometimes created by next-to-secret teams, and it happened when users suggested ideas to receive a standard lawyer letter saying ‘thank you but we have our own team working on it…’)

    putting innovation as the main factor of the roi of this e2.0 business initiative is clearly the wrong approach.

    sorry for the rant, it is a measure of the “interestingness” of the presentation :) )

    e2.0 is a buzz word for now, but the future is clearly going in that direction. a company cannot be run like a democracy and the clash is obvious. and the challenge is worth the fight.

    and of course, a deflated ball can also be game-changing :P

  • http://www.i18nguy.com tex texin

    Great stuff. One item that bears commenting on is the identification or definition or scoping of the “community”. It is possible for example to have metrics that improve successfully and yet the wrong membership is being attracted. Articulating the type and nature of the community is an important if not critical, and sometimes difficult first step.

    Loved it otherwise.