2011 SBS Sydney | Peter Kim, Dachis Group SBD: A Global Vision

Social Business Design: A Global VisionPeter KimManaging Director, North America2 March 2011

2Two slides about Dachis Group® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011We are 200+ professionals in ten cities worldwide® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011We are 200+ professionals in ten cities worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Who weʼve worked with® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 Who weʼve worked withCONSUMER INDUSTRIAL ELECTRONICS R E TA I L TELECOMGOVERNMENT T R AV E L / L I F E S T Y L E FOOD/BEVERAGE AUTOMOTIVE FINANCIAL SERVICES ® 2011 Dachis Group. Confidential and Proprietary

5A bit of industry history® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Then in 2006...® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Saved by a tweet® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Saved by a group® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Discovered as an international star® 2011 Dachis Group. Confidential and Proprietary

But not so fast...® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Dell hell® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011The Great HSBC student rip-off® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Motrin Moms® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 People want personal benefitSource: CarbonNYC on Flickr ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Selecting a tool is difficult® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Selecting a tool is difficult • Blogs. • Bebo. Bit.ly. Bloglines. Cyworld. Delicious. digg. Disqus. Dopplr. Drop.io. Facebook. Feedburner. Flickr. Foursquare. FriendFeed. Friendster. Google Buzz. Gowalla. hi5. instagr.am. Jive. LinkedIn. LiveJournal. mixi. MySpace. Ning. Orkut. Plancast. Posterous. PubSubHub. reddit. renren. Scribd. Second Life. Seesmic. Skyrock. SlideShare. StudiVZ. StumbleUpon. TripIt. Tumblr.® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Noise drowns out signal, causing filter failure® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Individuals donʼt scale® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Individuals donʼt scale ?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Incorporating social is tough® 2011 Dachis Group. Confidential and Proprietary

Itʼs time for social business® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 Our connections are getting faster... Non-Dialup DialupSource: Australian Bureau of Statistics, June 2010 ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 Our connections are getting faster... Non-Dialup Dialup Australian Internet Subscribers 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Jun 2006 Sep 2006 Mar 2007 Dec 2007 Jun 2008 Dec 2008 Jun 2009 Dec 2009 Jun 2010Source: Australian Bureau of Statistics, June 2010 ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 ...with increasingly powerful nodesSource: Apple ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 We can office everywhere...Source: re-ality on Flickr ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011...and stay connected in the cloud® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 We live in public...Credit: hyku on Flickr ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 ...and open up to the worldSource: antigone78 on Flickr ® 2011 Dachis Group. Confidential and Proprietary

Social business by design® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Connections Culture Communication Clarity® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Connections • To whom are you connected and how?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011The Westgate Studies Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011The Westgate Studies “propinquity” Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Fourth plinth, Trafalgar Square • One & Other - Antony Gormley - Living portrait of the UK • 2,400 people - One hour each - 100 days • Flickr, Twitter, and TV coverage • 2.5 million site visits - Over 8 million pageviews - Tens of thousands of comments® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Are you siloed or networked? Source: twiangulate.com® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Culture • Do you have a social calibration?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011If you had to rate your relationship with work...® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 A US$900 million socially calibrated cultureSource: Larry Tomlinson on Flickr ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Fortuneʼs 100 Best Companies to Work for in Americavs. S&P 500 100 Best S&P 500® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Fortuneʼs 100 Best Companies to Work for in Americavs. S&P 500 100 Best S&P 50011%10% 9% 8% 7% 6% 4% 3% 2% 1% 0% 1998 2010® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011How will you lead 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 Proprietary

Social Business Summit Sydney | 2 March 2011Communication • Are you creating signal or noise?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Communication as work, not for work® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Nokia uses internal tools to broadcast signals® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Does communication flow freely?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Clarity • How can you measure and ﬁlter for meaning?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 Analyze for meaningSource: Nielsen Online ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011 Measurement: where to start? buzz demographics of target audience social bookmarks share of voice inﬂuence of consumers reached followers page views favorites popularity sentiment uploadscomments change in SEO rankings downloads embeds/installs user views number of UGC submissions mainstream media mentions effective CPM contest entries interaction rate likes subscriptions brand association clicks fans tags added savings per customer generated through direct social media interactions growth rate of fans/followers ® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Measure what you control, not just what you can• Only measure things that provide insight• Donʼt measure things for the sake of measurementSources: overtone.com, facebook.com, sas.com® 2011 Dachis Group. Confidential and Proprietary

Are you designed for social business?® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Social business organization models vary POINT IN TIME PROCESS !"#$%&$())) -.#$%&$())) !"*(%"+,($!)® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011People: prepared to connect Markets Regions Brand Facilitation Public Affairs Coordination Social Business Best Practices Facilitator Shared Consumer Resources Support Brand Management® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Process: integrated across the matrix SOCIAL BUSINESS HUB MKT PR HR S BRANDS C R KNOWLEDGE M LEGAL CONSUMERS ACTIONABLE STORES VALUE® 2011 Dachis Group. Confidential and Proprietary

Social Business Summit Sydney | 2 March 2011Technology: 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 Proprietary

Social Business Summit Sydney | 2 March 2011Success: Social business by design® 2011 Dachis Group. Confidential and Proprietary

Thank youhttp://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim

2011 SBS Sydney | Peter Kim, Dachis Group SBD: A Global Vision

by Dachis Group on May 24, 2011

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2011 SBS Sydney | Peter Kim, Dachis Group SBD: A Global Vision — Presentation Transcript