2011 SBS Singapore | Jeff Dachis, Social Business Design

Social Business Summit 2011Singapore

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 15 Years ago we thought we were about to embark on a revolution to pioneer a new way of doing business.® 2011 Dachis Group. All Rights Reserved 3

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 We Passionately Believed that we could fundamentally change the world of commerce, communications, and culture.® 2011 Dachis Group. All Rights Reserved 4

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Everything that could be digital...would be.Because it would be faster, better and cheaper.® 2011 Dachis Group. All Rights Reserved 5

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 We created a methodology, a lexicon, and an entire industry around making valuable digital user experiences.® 2011 Dachis Group. All Rights Reserved 10

Inescapable Trends® 2010 Dachis Group. Confidential and Proprietary 13

But not so fast...® 2010 Dachis Group. Confidential and Proprietary

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Most Business Technology Systems, BusinessProcess, and Business Cultures have not yetadapted...® 2011 Dachis Group. All Rights Reserved 37

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Weʼve moved beyond the industrial economyʼs limits.We live in a networked economy. We need a networkcentric organizational model to realize its potential. dachisgroup.com® 2011 Dachis Group. All Rights Reserved 40

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011A shift towards social business New distributed, collaborative, and agile organizations are able to surpass current barriers to growth in order to create new value® 2011 Dachis Group. All Rights Reserved

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Social BusinessHuge Opportunities, Enormous Challenges • Inescapable trends in society, the workplace and technology • Inherent tension between the past and future • Shift is happening across all facets of business. This is not about media or marketing • Fundamental change required in systems, process and culture • Every single company will undergo some form of transformation to accommodate • Companies that don’t embrace change and adapt are at a severe competitive disadvantage • New distributed, collaborative, and agile organizations will be able to surpass current barriers to growth in order to create new value® 2011 Dachis Group. All Rights Reserved 42

Social Business DesignA Conceptual Framework and Set of Lensesfor a Network Centric Organizational Model® 2010 Dachis Group. Confidential and Proprietary 43

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Social Business All of the web is becoming social All business is done on the web All business will be Social Business Beyond influence and media, the real opportunities lie in creating a more connected, collaborative, dynamic and participatory business. Social Business® 2011 Dachis Group. All Rights Reserved 44

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011All of the web is becoming social-The media communications landscape has shifted Connect, Share, Participate and Social Graph Engage Data Connections User Profiles Photos Video Blogging Location Status Individual s® 2011 Dachis Group. All Rights Reserved 45

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011All business is done on the web-The business landscape is shifting Connect, Collaborate, Engage and Business Graph Transact Ecommerce Collaboration Data Data Marketplaces Advertising EDI Suppliers Employee Customer Transactions ERP Knowledge Mgmt. Human Resources Travel Shipping Logistics® 2011 Dachis Group. All Rights Reserved 46

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011All business is Social Business Social Graph + Business Graph Individuals Individuals Individuals Connect, Connect, Share, Collaborate, Participate Engage and and Engage Transact Employee Customer Suppliers s s SSC E2.0 SCRM SMM Social Business Graph® 2011 Dachis Group. All Rights Reserved 47

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Modes of Social Business Adoption Operationalize Strategic Enable Aggregate Synthesize Interrupt Integrate Analyze Connect Listen Engage Strategic Participate Influence + Collaborat Operationalize Operationalize + + Adoption Adoption Adoption® 2011 Dachis Group. All Rights Reserved 48

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011The Social BusinessWhere are opportunities? Corporate Leadership, Customers Partners & Management and Suppliers Workforce SMM SCRM E 2.0 SSC Social Media Social CRM Enterprise 2.0 Social Supply Chain Marketing• Twitter Campaign • Community Mgmt• Afﬁnity Communities • Listening • Collaboration • On-boarding• Facebook Fan-page • Customer Support • Micro-blogging • Compliance• Blogger Outreach • Communities • Knowledge Mgmt • Collaborative SCEM• Social Coupon • Network CSR • BPM • SC Social Networking• Ratings and Reviews • Expert Discovery • Marketplaces® 2011 Dachis Group. All Rights Reserved 21

Social Business Summit 2010 LONDON | Social Business Design | March 18, 2010The 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 50

Social Business Summit 2010 LONDON | Social Business Design | March 18, 2010The definition of Social Business Design • The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes® 2009 Dachis Group. Confidential and Proprietary 51

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011The shape of the business has fundamentally changed.Businesses need to address value exchange with allconstituents wherever they are.® 2011 Dachis Group. All Rights Reserved 52

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Ecosystem (connection systems)- An expanded constituent base including core and extended- A robust, integrated network of nodes and connections- A holistic technology dachisgroup.com architecture- Strong and weak ties- Active and ambient From Disparate Silos To Connected Nodes® 2011 Dachis Group. All Rights Reserved

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Hivemind (culture)- A primary social calibration- Active Participation- Active Engagement- Active Involvement dachisgroup.com® 2011 Dachis Group. All Rights Reserved

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Dynamic 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® 2011 Dachis Group. All Rights Reserved

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Metafilter (filter, measure) - Filter, tag sort dachisgroup.com - Define constructs for measurement - Measure patterns not counts - Depth over surface - Trends versus snapshots From Filter Failure To Clear Signals “Finding meaning in all the noise”® 2011 Dachis Group. All Rights Reserved

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 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 ® 2011 Dachis Group. All Rights Reserved 59

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011What can you do today? Adoption Operationalize Strategic Explore Listen Intelligence Organize Connect Insight Communicate Action Participate Engage Advocate Strategic + Operationalize Operationalize + + Adoption Adoption Adoption® 2011 Dachis Group. All Rights Reserved 60

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 I still passionately believe that Social Business will have a profound effect on the world of commerce, communications, and culture.® 2011 Dachis Group. All Rights Reserved 61

Thanks.@jeffdachis® 2010 Dachis Group. Confidential and Proprietary 63

Dachis GroupSocial Business Summit 2011 SingaporeDachis Group515 Congress Avenue, Suite 2420Austin, Texas 78701512-275-7825Jeff@dachisgroup.com@jeffdachis

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Financial ServicesSocial Business Strategy Situation: Todays pre-eminent financial services company with 350,000 employees who manage 200 million customer accounts across six continents in more than 100 countries. “Social” initiatives at have been executed mostly under the radar and mostly lacking centralized coordination. Project: Develop an actionable social business strategy to help coordinate resources and leapfrog its competition. Approach: Focus on three areas to formulate a social business strategy: Social Media Landscape: Used customer survey data and brand monitoring outputs to create segmented perspectives on customer participation. Competitive and Best Practices Assessment: Analyzed competition across social platforms and best practices within and external to industry. Organization Design: Interviewed over 50 employees and surveyed large and complex organizations to determine ideal structure including social processes, staffing, and decision rights. Results: Created a vision statement for the bank along with a 24-month roadmap to outline how social initiatives should be rolled out to achieve competitive success.® 2011 Dachis Group. All Rights Reserved 65

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Client example: Social Business Strategy Citibank Interim Deliverable | February 2010 Assessment of todayʼs social media approach Early days Manual processes Expectations to get social media right the first time with little tolerance for error Perception that risks in Twitter Servicing is social media are greater only launched initiative than rewards with process and guidelines for evaluating response and responding directly to customer complaints Lack methods for capturing social analytics and integrating No procedures for proactive into Web analytics for engagement complete customer profile Limited engagement for blogs, Lack of understanding for forums and social campaigns social media value and how to measure social activities ® 2010 Dachis Group. Confidential and Proprietary 239® 2011 Dachis Group. All Rights Reserved 66

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011 Citibank Interim Deliverable | February 2010 Social Business Strategy Decision rights framework • CMO Social Media Team: Citibank Interim Deliverable | February 2010 - Provides guidance and support for business partner social initiatives (strategy, training, resources, governance) - Accountable for business partner adherence to corporate Digital Guidelines Suggested Social Reporting Network • Global Communications Social Media Panel: - Consulted on naming conventions, branding and external communications • Compliance & Legal, Risk, IT, HR: - Consulted on social media initiatives based on specific expertise (technology requirements,Citibank Interim Deliverable | February 2010 regulations) • Business owners:How should Citi organize for social? - Accountable for business unitʼs social media budget, resources, and execution of initiatives Community • Brand marketers:• CMO Social Media team should Manager - Responsible for adhering to corporate social media guidelines, budget and resources provide central governance and Centralized Support PR, Media, Investor Citibank Interim Deliverable | February 2010 Relations support to businesses and be - Responsible for managing people, processes, and technologies applied in social media efforts to responsible for coordinating efforts Shared Responsibilities achieve business objectives Future state Citi All participants are trained and informed Social Servicing Strategist • social governance model• Responsibilities for social initiative execution should be shared in each Listening Social business unit Business Strategist Cards ® 2010 Dachis Group. Confidential and Proprietary Retail 244 Strategist• Business owners should be accountable for social media R R A Global Comm Social Media Panel, A activities within their line of business CMO Social Compliance and Legal, Risk Media Team C S Community• Business owners should be Community Manager Community Manager Manager measured on social media success in ® 2010 Dachis Group. Confidential and Proprietary Cards Retail Wealth 246 CMO Social Management order to commit to executing social Strategist and media initiatives Team RS• Corporate functions (IT, Compliance and Legal, Risk) should be more Key: IT, BISO, HR supportive of business partner social TM Traditional Marketing DM Digital C S A Marketing SM Social Media PR Public A engagement initiatives Relations C Corporate Marketing/ R R Communications® 2010 Dachis Group. Confidential and Proprietary 242 Mortgage Wealth Management I Legend: R = Responsible, A= Accountable, S=Supportive, C= Consulted, I = Informed ® 2010 Dachis Group. Confidential and Proprietary 243® 2011 Dachis Group. All Rights Reserved 67

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Higher EducationSocial Business Strategy Situation: The parent of eight higher learning institutions in North America. Through these organizations, the company endeavors to provide applications-oriented undergraduate education that includes a well-designed general education component to broaden student learning and strengthen long-term personal and career potential. Various brands have experimented with social media on an ad-hoc basis; as a holding company, they needed a strategy to coordinate efforts toward success. Project: Design strategy through which the company could support its constituent organizations in operationalizing social business strategies, tools and programs. Approach: Developed a comprehensive strategy to organize for social effectiveness; create governance to manage social engagement and risk; identify future social media interaction opportunities; and, support student learning through innovation. Results: Formulated a strategy applicable across brands, outlining a realistic approach to organization for social business and the corresponding, programs, and processes.® 2011 Dachis Group. All Rights Reserved 68

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011SoftwareSocial Servicing Situation: The nation’s leading tax preparation software, with over 20 million customers. Professionals were active in social media on an individual basis, but the company needed assistance to construct a coordinated approach to social servicing, specifically utilizing Twitter. Project: Assist in establishing a multi-tenanted customer service initiative for social media. The initiative would enable registered company representatives to participate in discussions aggregated under an official company account. Approach: Interview key stakeholders to define requirements and create cross-functional buy-in. In addition, Conduct extensive research of brands with mature Twitter presences to inform creation of program design. Results: After creating the program, firm was asked to help implement as well. By the end of the first tax season where the program was operating, employee participation increased from six to 40 personnel. Based on customer feedback, the company also achieved a 71% likelihood of customers to recommend, pointing to bottom- line impact.® 2011 Dachis Group. All Rights Reserved 71

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Multi Brand International CosmeticsSocial Business Advisory Situation: The company are leaders in making the world a more beautiful place via its 29 brands offering luxury skin care, makeup, fragrance, and haircare products. The company embarked on a corporate marketing reorganization and required guidance on where to integrate social constructs. Project: Audit and augment social business strategy, leveraging our industry expertise and knowledge of best practices and organizational challenges of companies facing similar issues. Approach: Working closely with company’s digital task force, created an overarching cultural change framework for social initiatives. Within this framework, multiple deliverables provided guidance on how to structure and operationalize social business initiatives. Results: The company’s digital task force delivered a robust recommendation set to its executive sponsor, including guidance on community management, cultural change, collaboration tools, education and training, listening and crisis response, social media policy, and global® 2011 Dachis Group. All Rights Reserved 73

Dachis Group | Social Business Summit 2011 SINGAPORE @dachisgroup #SBS2011Large Beverage CompanySocial Business Education Situation: The world’s largest beverage company and one of the world’s most loved brands and as a marketing innovator, the company recognized that social media marketing has become a critical component to communicating with today’s consumer and has already been utilizing social media channels in local markets around the world. However, the social media space shifts rapidly and the company needed assistance to prepare its personnel for the changes in the operating environment. Project: Produce a Social Media Marketing (SMM) training course that highlights what is going on in the social space, how consumers and brands are connecting, how brands are having success through SMM, how companies should be measuring SMM, and more. Approach: Drew on its personal and professional expertise in social media to develop a training course with seven modules that could be customized for local markets and updated as the market evolves. Results: Produced materials for both in-person and eLearning delivery to address the client’s need for course scalability. Presented the materials at company headquarters to train internal trainers who would be able to redeliver the course to 40 regions worldwide.® 2011 Dachis Group. All Rights Reserved 75

2011 SBS Singapore | Jeff Dachis, Social Business Design

by Dachis Group on Jun 02, 2011

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