0
#amasalunch
The Big Change:
Building Big Data
and Social DNA
#amasalunch
® 2012 Dachis Group 2
Introduction
Dion Hinchcliffe
• Chief Strategy Officer
• http://dachisgroup.com
• mailto:dion.hinchcl...
#amasalunch
Social has been around
for a while now
#amasalunch
#amasalunch
Telephone
1890
#amasalunch
Internet Email & Websites
1993
#amasalunch
Life Expectancy of S&P 500 Company
Pace of Technology Change
Change is speeding up...
#amasalunch
Blogs
Web 2.0
Social Media
Enterprise 2.0
Social Business
#CX
2003
2004
2005
2006
2008
2012
#amasalunch
All to create better and
more meaningful
connections with each
other.
#amasalunch
What do these changes
have in common?
#amasalunch
transactions engagement
#amasalunch
CORPORATIONS ARE ONLY SLOWLY
ADAPTING TO THE ERA OF ENGAGEMENT
STATISTICS ON ADOPTION
The Adoption Rates of E-...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
The channel shift has been global...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
The Backdrop:
Priorities of Busin...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
What breakthrough is taking us th...
#amasalunch
But many companies
are still just doing what
used to work.
#amasalunch
600BA Year
Investing in Engagement
We spend a LOT to try to achieve it...
$
#amasalunch
Social Is the Ideal Platform to
Engage@Scale
Premise:
#amasalunch
What happens when we don’t?
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
What Happens When You Do....
Live Community. ...
#amasalunch
Can be used to drive
business outcomes in scale:
Sales
Customer Retention
Customer Care
Product Development
Cr...
Awareness Passion Mindshare Advocacy
Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement...
#amasalunch
Current Approach
#FAIL
Bigger staffs #FAIL
You can’t staff into capitalizing on engagement @ scale
A staff of 11
©2012 DACHIS GROUP
ANOTHER WAY
OF LOOKING
AT THIS
25
YOUR
COMPANY
World
Your
Social Media
Effort
#amasalunch
So is there
another approach?
To engage @ scale, we can mobilize our constituents
Extending your reach
® 2011 Dachis Group. Confidential and Proprietary
Organize our employees
® 2011 Dachis Group. Confidential and Proprietary
Employees
Organize your
employees to
engage with
...
Coordinate our partners
® 2011 Dachis Group. Confidential and Proprietary
... then
coordinate
your partners
to engage with...
Activate our advocates
® 2011 Dachis Group. Confidential and Proprietary
Advocates
...then activate
your advocates
to enga...
Engagement @ Scale
® 2011 Dachis Group. Confidential and Proprietary
All coordinated and
working together to
understand th...
#amasalunch
Because existing advocates don’t cut it...
#amasalunch
...and your advocates are
actually better at
engagement than you
#amasalunch
Sample of Leading Employee Advocate Programs Today
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
Fully social organizations get ou...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
The problem?
• 96% of internal an...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
Social engagement is...
part of a...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
We must create operations to enga...
® 2010 Dachis Group. Confidential and Proprietary
Dachis Group
T-Mobile wanted to get out ahead of customer defections to
o...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
How many firms are now organizing...
® 2010 Dachis Group. Confidential and Proprietary
Dachis Group
H&R Block learned in the weeks prior to April 15th, every
qu...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
What All This Means
42
• The digi...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
#amasalunch
The full story is in Social Busin...
Thank You
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Social DNA, by Dion Hinchcliffe

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Did you get a chance to see the presentation by Dion Hinchcliffe at this month's San Antonio AMA luncheon. Take a look at the changing DNA of social interaction and what it mean's for businss

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Transcript of "Social DNA, by Dion Hinchcliffe"

  1. 1. #amasalunch The Big Change: Building Big Data and Social DNA #amasalunch
  2. 2. ® 2012 Dachis Group 2 Introduction Dion Hinchcliffe • Chief Strategy Officer • http://dachisgroup.com • mailto:dion.hinchcliffe@dachisgroup.com • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • InformationWeek’s Social Business By Design • http://informationweek.com/thebrainyard • : @dhinchcliffe Spring 2012
  3. 3. #amasalunch Social has been around for a while now
  4. 4. #amasalunch
  5. 5. #amasalunch Telephone 1890
  6. 6. #amasalunch Internet Email & Websites 1993
  7. 7. #amasalunch Life Expectancy of S&P 500 Company Pace of Technology Change Change is speeding up...
  8. 8. #amasalunch Blogs Web 2.0 Social Media Enterprise 2.0 Social Business #CX 2003 2004 2005 2006 2008 2012
  9. 9. #amasalunch All to create better and more meaningful connections with each other.
  10. 10. #amasalunch What do these changes have in common?
  11. 11. #amasalunch transactions engagement
  12. 12. #amasalunch CORPORATIONS ARE ONLY SLOWLY ADAPTING TO THE ERA OF ENGAGEMENT STATISTICS ON ADOPTION The Adoption Rates of E-mail, Social Networks, and #SocBiz 20112006 1B 750M 500M 250M 2007 2008 2009 2010 Sources: projected Consumer Social Networks E-mail 100% 75% 50% 25% Enterprise 2.0 comScore, Hitwise, andThe Radicati Group, Forrester,APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC high estimate low estimate Percentof Enterprises
  13. 13. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch The channel shift has been global & swift 13 From: Social Business By Design, 2012 1.3 billon people 5 years
  14. 14. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch The Backdrop: Priorities of Business Leaders for 2013 14
  15. 15. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch What breakthrough is taking us there? Fast Data Big Analytics Deep Insight Increasing Age & Maturity Big Data: The Moving Parts terabytes petabytes exabytes zettabytes the amount of data stored by the average company today the growth of data will be exponential for the foreseeable future MapReduce Hadoop kdb Vertica Netezza Esper Greenplum ECL Teradata Hive MATLAB SciPy SAS Mahout Revolution R SPSS AMPL network analysis predictive modeling simulation visualization unsupervised learning social media analytics sentiment analysis BPO BI Business Objectives From http://blogs.zdnet.com/Hinchcliffe ETL
  16. 16. #amasalunch But many companies are still just doing what used to work.
  17. 17. #amasalunch 600BA Year Investing in Engagement We spend a LOT to try to achieve it... $
  18. 18. #amasalunch Social Is the Ideal Platform to Engage@Scale Premise:
  19. 19. #amasalunch What happens when we don’t?
  20. 20. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group What Happens When You Do.... Live Community. 7.5 million social support users per year (over 20 million of social support transactions a year.) Used extensively in multiple product lines in their SMB division. • Long struggled to use software to compete with live human beings (H&R Block, the previous #1 tax preparer) – Decided to collaborate with customers to help support their users during an extremely time intensive yearly process: tax season – New process allowed anyone, either workers or customers, to answer customer support questions in real-time – Greatly lowered abandonment of the product and make TurboTax the #1 product in the space for the first time Became #1 in their industry in 12 months
  21. 21. #amasalunch Can be used to drive business outcomes in scale: Sales Customer Retention Customer Care Product Development Crisis Resolution
  22. 22. Awareness Passion Mindshare Advocacy Scale, Data, and an Interactive Medium Creates opportunity for insight and engagement business value THE ENGAGEMENT PROGRESSION
  23. 23. #amasalunch Current Approach #FAIL
  24. 24. Bigger staffs #FAIL You can’t staff into capitalizing on engagement @ scale A staff of 11
  25. 25. ©2012 DACHIS GROUP ANOTHER WAY OF LOOKING AT THIS 25 YOUR COMPANY World Your Social Media Effort
  26. 26. #amasalunch So is there another approach?
  27. 27. To engage @ scale, we can mobilize our constituents Extending your reach ® 2011 Dachis Group. Confidential and Proprietary
  28. 28. Organize our employees ® 2011 Dachis Group. Confidential and Proprietary Employees Organize your employees to engage with the market...
  29. 29. Coordinate our partners ® 2011 Dachis Group. Confidential and Proprietary ... then coordinate your partners to engage with the market... Partners
  30. 30. Activate our advocates ® 2011 Dachis Group. Confidential and Proprietary Advocates ...then activate your advocates to engage with the market
  31. 31. Engagement @ Scale ® 2011 Dachis Group. Confidential and Proprietary All coordinated and working together to understand their own goals and their contribution to performance
  32. 32. #amasalunch Because existing advocates don’t cut it...
  33. 33. #amasalunch ...and your advocates are actually better at engagement than you
  34. 34. #amasalunch Sample of Leading Employee Advocate Programs Today
  35. 35. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch Fully social organizations get outsized benefits 35 Source: 2011 McKinsey Web 2.0 Survey Only fully social organizations can tap into the $1.3 trillion social business opportunity
  36. 36. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch The problem? • 96% of internal and external social business efforts are not connected - Source: , August, 2012 • Yet that’s where the most ROI is, by far 36
  37. 37. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch Social engagement is... part of a single continuum... one unified ecosystem 37 Social Businessenterprise ecosystem customers + world business partners workers Social Innovation Crowdsourcing Social CRM Social Workforce Social Marketing Customer Communities integrated vision intranet extranet Internet The Lesson:
  38. 38. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch We must create operations to engage at scale 38
  39. 39. ® 2010 Dachis Group. Confidential and Proprietary Dachis Group T-Mobile wanted to get out ahead of customer defections to other carriers. They needed an accurate and scalable source of information. They looked to social media. The Story: The Results: The firm integrated big data across their IT systems, using near real-time the analysis of 33M customer data records, web logs, billing data and social media information. The result: The company was able to cut customer defections in half in a single quarter. Source: Financial Times 39 Cut customer defections in half in 90 days. Data-Driven Engagement: A High-Impact Example
  40. 40. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch How many firms are now organizing for social today 40
  41. 41. ® 2010 Dachis Group. Confidential and Proprietary Dachis Group H&R Block learned in the weeks prior to April 15th, every question that is not answered immediately was a lost sale. The Story: The Results: Harnessed 1,000 tax professionals for Q&A in the “Get It Right” social media campaign. The effort secured 1,500,000 unique visitors and answered 1,000,000 questions. Created an operational hub to dispatch the advocates by listening and filtering continuously on Twitter and Facebook. Source: AdWeek 41 Increased overall sales that season by 15%. Created a scaled brand connection with millions. Engagement at Scale: A High-Impact Example See the Intuit Example in #Socbiz By Design
  42. 42. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch What All This Means 42 • The digitally disruptive CMO will have data supremacy. • Corollary: Investment in data- driven operations must be a first-class citizen • Brand marketing will look more and more like other business functions • The brand experience is becoming centered around extended multi-channel conversations, instead of media buys • Companies must be ready at each touchpoint to engage using advocates - Have advocate capital? - Have #bigdata-powered ops? - Have performance managed engagement? • You need all three to succeed.
  43. 43. (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. Dachis Group #amasalunch The full story is in Social Business by Design • Published May, 2012 • From John Wiley & Sons • The definitive management strategy guide and handbook on social business. • Based on real-world experience from nearly 100 high-impact examples. • The most complete and actionable statement on social business and why it’s strategically vital. • Recently #1 in Amazon’s Hot New Releases • Companion Web site at 43 http://socialbusinessbydesign.com
  44. 44. Thank You
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