Social Business Design:
Itʼs Clobberinʼ Time
@jeffdachis
jeff@dachisgroup.com
http://www.dachisgroup.com
@armano
david.arm...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
2
“Social media” doesnʼt need to be save...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
3
...It needs to be demolished
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
11
Social media marketing is only one pa...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
5
Exciting times
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
6
Interesting times
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
7
We have all been there.
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
8
The industrial economy has evolved. We...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
A shift towards social business
New dist...
® 2009 Dachis Group. Confidential and Proprietary
A Conceptual Framework and Set of Lenses
for a Network Centric Organizati...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
The definition of Social Business Design...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
The definition of Social Business Design...
® 2009 Dachis Group. Confidential and Proprietary 13
A Conceptual Framework and Set of Lenses
for a Network Centric Organiz...
® 2009 Dachis Group. Confidential and Proprietary
Businesses are made up of
Technology, People and Process
14
Conceptual Fr...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Business is made of Technology, People, ...
® 2009 Dachis Group. Confidential and Proprietary
Businesses Represent All Constituents
16
Conceptual Framework and Set of ...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
The shape of the business has fundamenta...
® 2009 Dachis Group. Confidential and Proprietary 18
Challenges
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
19
Participation creates scalability iss...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Personality is a plus, but...
20
“I beli...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
...individuals donʼt scale well
21
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
22
Some organizations are trying
imagine...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
23
Signs of ROI
Dell Outlet has booked m...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
24
Social business must be integrated (b...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
25
the industrial machine rolls on
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Great PR & marketing, but is it integrat...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Hiring and staffing
27
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
How many followers means credibility?
28
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Wanted: chief social officer?
29
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
30
Measurement is a challenge
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
31
Constructs to measure?
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Governance
32
Source: Ambidanze on Flickr
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
What policy do you have in place?
33
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Does your workflow facilitate matters?
3...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Organizational culture: open or closed?
...
® 2009 Dachis Group. Confidential and Proprietary 36
Opportunities
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
37
Open culture can create value ($1.2 b...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
38
Eating our own dogfood...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
39
Engaging constituents informs your bu...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
40
Engaging constituents will inform bus...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
41
70,000 ideas in first year
Free coffe...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
11
Corporate culture can be influenced
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
11
Scaling can combine efficiency with d...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
11
Networks will supplement hierarchy
hi...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Expanded ecosystems become an advantage
...
® 2009 Dachis Group. Confidential and Proprietary
Conceptual Framework and Set of Lenses
The Archetypes of Social Business ...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Four Archetypes for Social Business Desi...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Ecosystem
From Disparate Silos To Connec...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Ecosystem (connection systems)
- An expa...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Ecosystem
50
Core
Extended
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Hivemind
From Hoarding To Collaborating
...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Hivemind (culture)
- A primary social ca...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Dynamic Signal
From Static To Dynamic -
...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Dynamic signal (communication process)
-...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Metafilter
From Filter Failure To Clear ...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Metafilter (filter, measure)
- Filter, t...
® 2009 Dachis Group. Confidential and Proprietary
A Conceptual Framework and Set of Lenses
for a Network Centric Organizati...
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Social business design applied
58
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
Why Social Business Design?
59
+ =
Impro...
® 2009 Dachis Group. Confidential and Proprietary
How Ready for Social Business are you?
60
® 2009 Dachis Group. Confidential and Proprietary
Thank You.
(clobber with
cuteness)
61
Social Business Design:
Itʼs Clobberinʼ Time
@jeffdachis
jeff@dachisgroup.com
http://www.dachisgroup.com
@armano
david.arm...
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  1. 1. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis jeff@dachisgroup.com http://www.dachisgroup.com @armano david.armano@dachisgroup.com http://www.dachisgroup.com
  2. 2. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 2 “Social media” doesnʼt need to be saved...
  3. 3. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 3 ...It needs to be demolished
  4. 4. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Social media marketing is only one part of the equation legal supply chain IT corporate distribution R&D product development manufacturing etc… social media marketing (subset of entire marketing activities) business functions (which can be socialized)
  5. 5. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 5 Exciting times
  6. 6. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 6 Interesting times
  7. 7. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 7 We have all been there.
  8. 8. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 8 The industrial economy has evolved. We live in a networked economy. We need a network centric organizational model to realize its potential. dachisgroup.com
  9. 9. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 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
  10. 10. ® 2009 Dachis Group. Confidential and Proprietary A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model 10 Social Business Design
  11. 11. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 The definition of Social Business Design • Social Business Design is the intentional creation of socially calibrated and dynamic business systems, process and culture. 11
  12. 12. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 The definition of Social Business Design 12 • The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes
  13. 13. ® 2009 Dachis Group. Confidential and Proprietary 13 A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model Social Business Design
  14. 14. ® 2009 Dachis Group. Confidential and Proprietary Businesses are made up of Technology, People and Process 14 Conceptual Framework and Set of Lenses
  15. 15. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Business is made of Technology, People, and Process 15 content ecosystem cloud services developer ecosystem application ecosystem commerce ecosystem products support services supply chain ecosystem
  16. 16. ® 2009 Dachis Group. Confidential and Proprietary Businesses Represent All Constituents 16 Conceptual Framework and Set of Lenses
  17. 17. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are. 17
  18. 18. ® 2009 Dachis Group. Confidential and Proprietary 18 Challenges
  19. 19. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 19 Participation creates scalability issues
  20. 20. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Personality is a plus, but... 20 “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  21. 21. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 ...individuals donʼt scale well 21
  22. 22. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 22 Some organizations are trying imagine if your entire call center was a social business center
  23. 23. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 23 Signs of ROI Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too. Source: Twitter 101
  24. 24. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 24 Social business must be integrated (but often isnʼt)
  25. 25. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 25 the industrial machine rolls on
  26. 26. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Great PR & marketing, but is it integrated? 26
  27. 27. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Hiring and staffing 27
  28. 28. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 How many followers means credibility? 28
  29. 29. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Wanted: chief social officer? 29
  30. 30. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 30 Measurement is a challenge
  31. 31. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 31 Constructs to measure? dachisgroup.com
  32. 32. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Governance 32 Source: Ambidanze on Flickr
  33. 33. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 What policy do you have in place? 33
  34. 34. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Does your workflow facilitate matters? 34 Source: Dell Outreach in the blogosphere, Scribd
  35. 35. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Organizational culture: open or closed? 35 dachisgroup.com
  36. 36. ® 2009 Dachis Group. Confidential and Proprietary 36 Opportunities
  37. 37. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 37 Open culture can create value ($1.2 billion)
  38. 38. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 38 Eating our own dogfood...
  39. 39. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 39 Engaging constituents informs your business
  40. 40. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 40 Engaging constituents will inform business
  41. 41. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 41 70,000 ideas in first year Free coffee for Gold Card members on their birthday Starbucks VIP card Splash sticks Buy coffee beans, get a free cup of coffee Starbucks starts to connect the dots
  42. 42. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Corporate culture can be influenced
  43. 43. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Scaling can combine efficiency with delight
  44. 44. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Networks will supplement hierarchy hierarchy + networks
  45. 45. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Expanded ecosystems become an advantage 45
  46. 46. ® 2009 Dachis Group. Confidential and Proprietary Conceptual Framework and Set of Lenses The Archetypes of Social Business Design 46
  47. 47. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Four Archetypes for Social Business Design. Building blocks and vocabulary.
  48. 48. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Ecosystem From Disparate Silos To Connected Nodes dachisgroup.com
  49. 49. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Ecosystem (connection systems) - An expanded constituent base including core and extended - A robust, integrated network of nodes and connections - A holistic technology architecture - Strong and weak ties - Active and ambient awareness From Disparate Silos To Connected Nodes dachisgroup.com
  50. 50. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Ecosystem 50 Core Extended
  51. 51. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Hivemind From Hoarding To Collaborating dachisgroup.com
  52. 52. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Hivemind (culture) - A primary social calibration - Active Participation - Active Engagment - Active Involvement dachisgroup.com
  53. 53. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Dynamic Signal From Static To Dynamic - “Communication as work, not for work” dachisgroup.com
  54. 54. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Dynamic signal (communication process) - Dynamic real time signals of all nodes in the ecosystem - A change in the mode of authorship - Updates on location - Creates efficiencies dachisgroup.com
  55. 55. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Metafilter From Filter Failure To Clear Signals “Finding meaning in all the noise” dachisgroup.com
  56. 56. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Metafilter (filter, measure) - Filter, tag sort - Define constructs for measurement - Measure patterns not counts - Depth over surface - Trends versus snapshots - Analyzing for meaning dachisgroup.com From Filter Failure To Clear Signals “Finding meaning in all the noise”
  57. 57. ® 2009 Dachis Group. Confidential and Proprietary A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model 57 Social Business Design
  58. 58. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Social business design applied 58
  59. 59. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Why Social Business Design? 59 + = Improved & Emergent Outcomes •Cost savings and efficiencies •Informed social marketing strategies •New product & service offerings/innovations •Adaptable business practices •Improved collaborative processes •Customer growth, retention and sustainability •Expansion into new markets
  60. 60. ® 2009 Dachis Group. Confidential and Proprietary How Ready for Social Business are you? 60
  61. 61. ® 2009 Dachis Group. Confidential and Proprietary Thank You. (clobber with cuteness) 61
  62. 62. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis jeff@dachisgroup.com http://www.dachisgroup.com @armano david.armano@dachisgroup.com http://www.dachisgroup.com
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