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  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 2 “Social media” doesnʼt need to be saved...
  • 3. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 3 ...It needs to be demolished
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 5 Exciting times
  • 6. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 6 Interesting times
  • 7. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 7 We have all been there.
  • 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. ® 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. ® 2009 Dachis Group. Confidential and Proprietary A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model 10 Social Business Design
  • 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. ® 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. ® 2009 Dachis Group. Confidential and Proprietary 13 A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model Social Business Design
  • 14. ® 2009 Dachis Group. Confidential and Proprietary Businesses are made up of Technology, People and Process 14 Conceptual Framework and Set of Lenses
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Businesses Represent All Constituents 16 Conceptual Framework and Set of Lenses
  • 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. ® 2009 Dachis Group. Confidential and Proprietary 18 Challenges
  • 19. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 19 Participation creates scalability issues
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 ...individuals donʼt scale well 21
  • 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. ® 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 24 Social business must be integrated (but often isnʼt)
  • 25. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 25 the industrial machine rolls on
  • 26. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Great PR & marketing, but is it integrated? 26
  • 27. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Hiring and staffing 27
  • 28. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 How many followers means credibility? 28
  • 29. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Wanted: chief social officer? 29
  • 30. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 30 Measurement is a challenge
  • 31. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 31 Constructs to measure? dachisgroup.com
  • 32. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Governance 32 Source: Ambidanze on Flickr
  • 33. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 What policy do you have in place? 33
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Organizational culture: open or closed? 35 dachisgroup.com
  • 36. ® 2009 Dachis Group. Confidential and Proprietary 36 Opportunities
  • 37. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 37 Open culture can create value ($1.2 billion)
  • 38. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 38 Eating our own dogfood...
  • 39. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 39 Engaging constituents informs your business
  • 40. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 40 Engaging constituents will inform business
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Corporate culture can be influenced
  • 43. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Scaling can combine efficiency with delight
  • 44. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 11 Networks will supplement hierarchy hierarchy + networks
  • 45. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Expanded ecosystems become an advantage 45
  • 46. ® 2009 Dachis Group. Confidential and Proprietary Conceptual Framework and Set of Lenses The Archetypes of Social Business Design 46
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Ecosystem From Disparate Silos To Connected Nodes dachisgroup.com
  • 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. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Ecosystem 50 Core Extended
  • 51. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Hivemind From Hoarding To Collaborating dachisgroup.com
  • 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. ® 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. ® 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. ® 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. ® 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. ® 2009 Dachis Group. Confidential and Proprietary A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model 57 Social Business Design
  • 58. ® 2009 Dachis Group. Confidential and Proprietary Web 2.0 2009 | November 18, 2009 Social business design applied 58
  • 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. ® 2009 Dachis Group. Confidential and Proprietary How Ready for Social Business are you? 60
  • 61. ® 2009 Dachis Group. Confidential and Proprietary Thank You. (clobber with cuteness) 61
  • 62. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis jeff@dachisgroup.com http://www.dachisgroup.com @armano david.armano@dachisgroup.com http://www.dachisgroup.com