Moving Beyond Social Media Hype to Social Business Design

Translating Social Media Hype Into Social Business Design Blue Knot JCAA Austin, Texas 2/17/2010 @jeffdachis jeff@dachisgroup.com http://www.dachisgroup.com

Puppy. ® 2009 Dachis Group. Conﬁdential and Proprietary 2

Translating Social Media Hype Into Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Conﬁdential and Proprietary 3

Blue Knot | Social Business Design | February 17, 2010 Everything that can be digital, will be. ® 2009 Dachis Group. Conﬁdential and Proprietary 4

Blue Knot | Social Business Design | February 17, 2010 Exciting times ® 2009 Dachis Group. Conﬁdential and Proprietary 5

Blue Knot | Social Business Design | February 17, 2010 Interesting times ® 2009 Dachis Group. Conﬁdential and Proprietary 6

Blue Knot | Social Business Design | February 17, 2010 We have all been there. ® 2009 Dachis Group. Conﬁdential and Proprietary 7

Inescapable Trends ® 2009 Dachis Group. Conﬁdential and Proprietary 8

Blue Knot | Social Business Design | February 17, 2010 A shift towards social business New distributed, collaborative, and agile organizations are able to surpass current barriers to growth in order to create new value ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Our world is truly getting wired Source: Nielsen ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 The wires are getting faster Source: Pew Internet & American Life Project, July 2008 ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 IT consumerization is upon us ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Consumer web apps proliferate ® 2009 Dachis Group. Conﬁdential and Proprietary 13

Blue Knot | Social Business Design | February 17, 2010 We buy supercomputers at the mall Source: Apple ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 And provide access to everyone... Source: One Laptop Per Child ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 We share opinions on everything Source: antigone78 on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Cloud computing is a reality ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Work demands an “always on” mentality ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Social technologies keep us informed Source: McKinsey & Company ® 2009 Dachis Group. Conﬁdential and Proprietary

But not so fast... ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Consumers are increasingly skeptical Source: Edelman ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Participation isnʼt scalable... ® 2009 Dachis Group. Conﬁdential and Proprietary 22

Blue Knot | Social Business Design | February 17, 2010 ...because individuals donʼt scale ® 2009 Dachis Group. Conﬁdential and Proprietary 23

Blue Knot | Social Business Design | February 17, 2010 People are people Source: CarbonNYC on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary 24

Blue Knot | Social Business Design | February 17, 2010 Communication remains largely unidirectional ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Work still happens in silos ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 We have endless point solutions not platforms ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Businesses are overloaded with data ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 How will you govern? Source: Ambidanze on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 What policies do you have in place? ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 People, Process, and Technology Systems have not yet adapted... ® 2009 Dachis Group. Conﬁdential and Proprietary 31

Blue Knot | Social Business Design | February 17, 2010 ....While the shape of the Enterprise has changed ® 2009 Dachis Group. Conﬁdential and Proprietary 32

Blue Knot | Social Business Design | February 17, 2010 The industrial economy has evolved. We live in a networked economy. We need a network centric organizational model to realize its potential. dachisgroup.com ® 2009 Dachis Group. Conﬁdential and Proprietary 33

Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Conﬁdential and Proprietary 34

Blue Knot | Social Business Design | February 17, 2010 The definition of Social Business Design • Social Business Design is the intentional creation of socially calibrated and dynamic business systems, process and culture. ® 2009 Dachis Group. Conﬁdential and Proprietary 35

Blue Knot | Social Business Design | February 17, 2010 The definition of Social Business Design • The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes ® 2009 Dachis Group. Conﬁdential and Proprietary 36

Conceptual Framework and Set of Lenses Businesses are made up of Technology, People and Process ® 2009 Dachis Group. Conﬁdential and Proprietary 37

Blue Knot | Social Business Design | February 17, 2010 Business is made of Technology, People, and Process support content ecosystem services commerce ecosystem developer application ecosystem ecosystem cloud services products supply chain ecosystem ® 2009 Dachis Group. Conﬁdential and Proprietary 38

Conceptual Framework and Set of Lenses Businesses Represent All Constituents ® 2009 Dachis Group. Conﬁdential and Proprietary 39

Blue Knot | Social Business Design | February 17, 2010 The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are. ® 2009 Dachis Group. Conﬁdential and Proprietary 40

Conceptual Framework and Set of Lenses The Archetypes of Social Business Design ® 2009 Dachis Group. Conﬁdential and Proprietary 41

Blue Knot | Social Business Design | February 17, 2010 Four Archetypes for Social Business Design. Building blocks and vocabulary. ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Ecosystem (connection systems) - An expanded constituent base including core and extended - A robust, integrated network of nodes and connections - A holistic technology architecture dachisgroup.com - Strong and weak ties - Active and ambient awareness From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Ecosystem Extended Core ® 2009 Dachis Group. Conﬁdential and Proprietary 45

Blue Knot | Social Business Design | February 17, 2010 A network of nodes and connections Source: ethorson on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Hivemind dachisgroup.com From Hoarding To Collaborating ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 A primary social calibration Source: Larry Tomlinson on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Hivemind (culture) - A primary social calibration - Active Participation - Active Engagment - Active Involvement dachisgroup.com ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Dynamic Signal dachisgroup.com From Static To Dynamic - “Communication as work, not for work” ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Dynamic signal (communication process) - Dynamic real time signals of all nodes in the dachisgroup.com ecosystem - A change in the mode of authorship - Updates on location - Creates efﬁciencies ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Metafilter dachisgroup.com From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Metafilter (filter, measure) - Filter, tag sort dachisgroup.com - Deﬁne constructs for measurement - Measure patterns not counts - Depth over surface - Trends versus snapshots - Analyzing for meaning From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Diverse data sets need context Source: Nicolas Felton 2007 Annual Report ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 ® 2009 Dachis Group. Conﬁdential and Proprietary

Blue Knot | Social Business Design | February 17, 2010 Analyze for meaning Source: Nielsen Online ® 2009 Dachis Group. Conﬁdential and Proprietary

Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Conﬁdential and Proprietary 57

Blue Knot | Social Business Design | February 17, 2010 Social business design applied ® 2009 Dachis Group. Conﬁdential and Proprietary 58

Blue Knot | Social Business Design | February 17, 2010 Why Social Business Design? Improved = & + Emergent Outcomes •Adaptable business practices •Cost savings and efﬁciencies •Improved collaborative processes •Informed social marketing strategies •Customer growth, retention and sustainability •New product & service offerings/innovations •Expansion into new markets ® 2009 Dachis Group. Conﬁdential and Proprietary 59

Blue Knot | Social Business Design | February 17, 2010 A hiveminded, dynamically signaling, metafiltered ecosystem will perform exponentially better. ® 2009 Dachis Group. Conﬁdential and Proprietary 60

Blue Knot | Social Business Design | February 17, 2010 A hiveminded, dynamically signaling, metafiltered ecosystem will perform exponentially better. ® 2009 Dachis Group. Conﬁdential and Proprietary 61

How Ready for Social Business are you? ® 2009 Dachis Group. Conﬁdential and Proprietary 62

Thank You. ® 2009 Dachis Group. Conﬁdential and Proprietary 63

Dachis Group Jeffrey Dachis Chief Executive Ofﬁcer jeff@dachisgroup.com http://www.dachisgroup.com 512-275-7830

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Moving Beyond Social Media Hype to Social Business Design

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