Overview
Main 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—as
customers, 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 a
long 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 that
the 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 socializing
with 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 about
corporate-consumer relations—starting with The
5 Steps to Being Hyper-Social:
- Forget technology—understand the
four 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.
You'll discover how to establish a real human presence on the Web and in social media communities and sites to
open up a naturally flowing, mutual—and mutually beneficial—exchange of ideas and information. And you'll see what leading companies like Amazon, Netflix, Microsoft, IBM, Marriott, Eli Lilly, and others are doing right—and how you can do it too. Best of all, you'll hear fascinating, in-depth interviews with today's trendsetters
about what their businesses are doing to become Hyper-Social. Being social has always played a key role in success. Being a Hyper-Social organization will take you
to the next level.
Author comments
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.
