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(More customer reviews)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.
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BE HYPER-SOCIAL. GET HYPER-SUCCESSFUL.
"A thought-provoking read and a comprehensive introduction to today's business challenges as social media and social networking become increasingly vital to success. . . . Highly recommended." --Choice magazine
"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
About the Book:
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.
You'll discover how to establish a real human presence on the Web and in social media communities and sites toopen 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 trendsettersabout 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 youto the next level.
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