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Proceedings: Conference on Corporate Communication 2012 Page 1

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Social Behavior Engages Motivati<strong>on</strong> 3.0<br />

How Attributes of Social Media Are Changing <strong>Corporate</strong> Performance Systems and<br />

Re-inventing Trust.<br />

Wendy Flanagan<br />

Brand4Market, USA<br />

wendy.flanagan@brand4market.com<br />

Social Behavior has neuroscience professi<strong>on</strong>als studying brain patterns to draw emoti<strong>on</strong>al<br />

correlati<strong>on</strong>s with activities including shopping, alcohol, romance, and more. Studies have<br />

mobilized big-brand marketing to universally reallocate media dollars to Social Media.<br />

Less<strong>on</strong>s learned from c<strong>on</strong>sumer behaviors are helping corporati<strong>on</strong>s capitalize <strong>on</strong> employee<br />

behaviors in self-motivated, peer-driven participati<strong>on</strong>. For example, “Farmville” has permeated<br />

Facebook, where participants build farms, collect points to achieve farm animals and objects, and<br />

share points to help friends. Marketing leaders are taking a hard look at how they can go bey<strong>on</strong>d<br />

the free platform to sell products. From a scientific perspective, we are witness to the largest and<br />

most measurable instance of combined intrinsic/extrinsic motivati<strong>on</strong> of self-driven recogniti<strong>on</strong><br />

and engagement.<br />

Like motivati<strong>on</strong> behaviors seen in Farmville, corporate recogniti<strong>on</strong>, rewards, and incentive<br />

programs are the unsung pi<strong>on</strong>eers of ‘social points’ activity. Those mechanisms, described<br />

editorially as Motivati<strong>on</strong> 3.0, are adopted as ‘next-gen’ principles towards re-building trust,<br />

stimulating participati<strong>on</strong>, and actually changing employee behaviors.<br />

Abstracts of <str<strong>on</strong>g>C<strong>on</strong>ference</str<strong>on</strong>g> <str<strong>on</strong>g>Proceedings</str<strong>on</strong>g>: <str<strong>on</strong>g>C<strong>on</strong>ference</str<strong>on</strong>g> <strong>on</strong> <strong>Corporate</strong> Communicati<strong>on</strong> <strong>2012</strong><br />

<strong>Page</strong> 53

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