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What issocialbusiness(dachis) 1 What issocialbusiness(dachis) 1 Presentation Transcript

  • What is social business? Peter Kim Chief Strategy Officer 22 July 2011Wednesday, July 20, 2011
  • About Dachis Group. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M We are 200+ professionals worldwide ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M We are 200+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Weʼve worked with... Fortune 100 ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business is business CUSTOMERS & THE WORLD CUSTOMERS & BUSINESS PARTNERS BUSINESS NEEDS EMPLOYEES SOCIAL BUSINESS CAPABILITIES & PROCESSES EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET) ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business is business CUSTOMERS & THE WORLD CUSTOMERS & BUSINESS PARTNERS BUSINESS NEEDS EMPLOYEES SOCIAL BUSINESS CAPABILITIES & PROCESSES EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET) ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • “For the things we have to learn ! before we can do, ! ! we learn by doing.” ! ! ! ! - Aristotle ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M > ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M the power of the social network #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • The state of social media ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, 7 million registered users ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M 750M users worldwide Source: Facebook ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M 750M users worldwide $79 billion valuation Source: TechCrunch Source: Facebook ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Twitter Source: Twitter ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M YouTube Source: Google ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M FourSquare Source: FourSquare ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M LinkedIn Source: LinkedIn ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • Evolution: From social media to social business. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business is built on fundamentals ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business is built on fundamentals ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Work: Increasing accountability + always on mentality ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Work: Increasing accountability + always on mentality ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Technology: IT consumerization ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Technology: IT consumerization ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • But not so fast... ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The typical current state of social business ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • Designing for social business ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business requires a holistic perspective ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The social business design framework ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The social business design framework Connections Culture Communication Clarity ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Connections ECOSYSTEM: To whom are you connected and how? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The Westgate Studies ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950Wednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The Westgate Studies ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950Wednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Then: communities on owned platforms ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: groups in earned media platforms ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: social service at scale ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Then: virtual worlds like Second Life ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: “game-ification” e.g. FarmVille + GagaVille ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Who owns social business? SOCIAL BUSINESS LEADERSHIP Customer Service PR One throat to choke Social Business Managers Creative Teacher Writer Measurement Listening Knowledge Technology Project Community Manager Manager Managers Social Brand Managers REGIONS OVERSIGHT EXAMPLE MARKETS ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The right organization model matters • Point in time Decentralized Shared Services / Centralized Model Coordinated Model Model • Process !"#$%&$())) -.#$%&$())) !"*(%"+,($!) ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M The right organization model matters • Point in time Decentralized Shared Services / Centralized Model Coordinated Model Model • Process !"#$%&$())) -.#$%&$())) !"*(%"+,($!) ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Are you siloed or networked? ® 2011 Dachis Group. Confidential and Proprietary Source: LOC, twiangulate.comWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Are you siloed or networked? ® 2011 Dachis Group. Confidential and Proprietary Source: LOC, twiangulate.comWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Culture HIVEMIND: Do you have a social calibration? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M If you had to describe your relationship with work... ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M If you had to describe your relationship with work... 1 Me Work 2 Me Work 3 Me Work 4 Me Work 5 Me W ork 6 Me Wo rk 7 Me Work ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Self vs. Work ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Self vs. Work • We all have different levels of thinking about ourselves. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Self vs. Work • We all have different levels of thinking about ourselves. • Do you your employees consider themselves independent agents or team members? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Fortuneʼs 100 Best Companies to Work For in America vs. S&P 500 100 Best S&P 500 Source: Great Place To Work Institute ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Fortuneʼs 100 Best Companies to Work For in America vs. S&P 500 100 Best S&P 500 11% 10% 9% 8% 7% 6% 4% 3% 2% 1% 0% 1998 2010 Source: Great Place To Work Institute ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now, what about your customers? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now, what about your customers? 1 Me Customer 2 Me Customer 3 Me Customer 4 Me Customer 5 Me Customer 6 M e Customer 7 Me Customer ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Then: ratings and reviews ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: social shopping ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLDWednesday, July 20, 2011
  • Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLDWednesday, July 20, 2011
  • Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLDWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Communication DYNAMIC SIGNAL: Are you creating signal or noise? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Communication for work... ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ...or communication as work? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Nokia uses social signals for collaboration ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Does communication flow freely? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Does communication flow freely? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Then: corporate blogs to transmit clear signal ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: corporate Twitter accounts ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Policies, playbooks, and training create baselines ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Collaboration is key SOCIAL INTELLIGENCE HUB MKT PR HR S SALES C KNOWLEDGE R M LEGAL CUSTOMERS ACTIONABLE PRODUCT VALUE ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Clarity METAFILTER: How can you measure and filter for meaning? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Technology options abound ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Technology options abound ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Then: user-filtered mashups ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Now: brand-curated mashups ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Measurement: Where to start? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Measurement: Where to start? buzz share of voice social bookmarks demographics of target audience followers page views uploads influence of consumers reached popularity favorites sentiment change in SEO rankings downloads embeds/installs user views comments number of UGC submissions mainstream media mentions interaction rate contest entries effective CPM brand association clicks subscriptions tags added likes savings per customer generated through direct social media interactions growth rate of fans/followers ® 2011 Dachis Group. Confidential and Proprietary fansWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Measurement for / of the masses ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Measure what you control, not just what you can • Only measure things that provide insight • Donʼt measure just for the sake of measurement ® 2011 Dachis Group. Confidential and Proprietary Sources: overtone.com, facebook.com, sas.comWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Gatorade aggregates real-time data streams Goal: Reverse 3-year sales slide by actively increasing real time participation Tool: Dashboard features proprietary combo of Radian6, IBM programs, and other social media monitoring systems How: Weighing real-time response options by prioritizing mentions from fans, followers, and influencers Metrics include: • Online discussions • Sports trends • Media performance • Brand attributes • Sports buzz ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Technology: tools support engagement I.M. WEB LOYALTY EASY URL EMAIL INFLUENCERS SHARE Blogs, POINT Communities LISTENING SOCIAL SOCIAL HUB APPLICATIONS Widgets, Registration, CRM Mobile Apps WEB TRENDS SOCIAL SOCIAL SOCIAL MEDIA PLATFORMS Twitter, Facebook, ANALYTICS CRM YouTube, Blogs COLLABORATION BUSINESS DASHBOARD MOBILE SOCIAL Apps Foursquare, Gowalla, Etc. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Engagement in the Social CRM ecosystem Participation and Structured and oversight unstructured data Employees Self- service Community generated activity sCRM Customers • Open participation channels • Community-driven Collective • Joint accumulated value intelligence • Scalable relationships • Improved and emergent outcomes ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • Are you ready for social business? ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Austin Solid Waste Services ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M • Austin Resource Collection & Recovery Utility • Austin Recycling & Waste Reduction Department • Austin Resource Recovery Utility ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Consumers are not in control ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. We buy the media, make the product, write the message, pick the messaging platform, select the suppliers, and hire the employees who ultimately do all the above. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. We buy the media, make the product, write the message, pick the messaging platform, select the suppliers, and hire the employees who ultimately do all the above. — Pete Blackshaw, Nestlé Global Head of Digital Marketing and Social Media ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • What is social business? | 22 July 2011 #sbs3M Social business leads to success. ® 2011 Dachis Group. Confidential and ProprietaryWednesday, July 20, 2011
  • Thank you www.dachisgroup.com + 1 512-275-7825 peter.kim@dachisgroup.com @peterkimWednesday, July 20, 2011