3. Social Business By Design | Date August, 2009
āSocial Media is like teen sex.
Everyone wants to do it, nobody knows
how. When itās finally done, there is
surprise itās not better. ā
Avinash Kaushick, Analytics Evangelist, Google
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 3
4. Social Business By Design | Date August, 2009
Still, teens are having sex
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 4
5. Social Business By Design | Date August, 2009
So, whatŹ¼s changed? Command & control.
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 5
6. Social Business By Design | Date August, 2009
Facilitation leads to engagement
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 6
7. Social Business By Design | Date August, 2009
Engagement leads to participation
Engagement
Techniques
Used
Broadcast
Techniques
Used
āComments, which were absent from the broadcast
phase now represented almost 10% of the view rate.ā
Source: Doug White, Social Media Today
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 7
8. Social Business By Design | Date August, 2009
the network economy
āAmericaās opportunity is to lead the network
economy, not protect the industrial economyā
~John Gerzema, CIO Young & Rubicam
dachisgroup.com
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 8
9. Social Business By Design | Date August, 2009
Facilitation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 9
10. Social Business By Design | Date August, 2009
Participation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 10
11. Social Business By Design | Date August, 2009
Facilitation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 11
12. Social Business By Design | Date August, 2009
Participation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 12
13. Social Business By Design | Date August, 2009
Reciprocation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 13
14. Social Business By Design | Date August, 2009
Social networks amplify
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 14
15. Social Business By Design | Date August, 2009
Attention on the network is earned in streams
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 15
16. Social Business By Design | Date August, 2009
Ripples in the streams
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 16
17. Social Business By Design | Date August, 2009
TwitterŹ¼s monetization?
āTwitter is allowed to use, copy, reproduce,
process, adapt, modify, publish, transmit,
display and distribute your tweets because
that's what we do.ā~Biz Stone
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 17
18. Social Business By Design | Date August, 2009
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 18
19. Social Business By Design | Date August, 2009
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 19
20. Social Business By Design | Date August, 2009
100 people
100 blogs, twitter accounts, facebook
pages, etc. (thatās a lot of streams)
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 20
21. Social Business By Design | Date August, 2009
Me-conomics 101
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 21
22. Social Business By Design | Date August, 2009
The corporate social media curve
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 22
23. Social Business By Design | Date August, 2009
Or skipping it the curve all together...
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 23
24. Social Business By Design | Date August, 2009
Fooled you!
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 24
25. Social Business By Design | Date August, 2009
Two ways to look at this:
āIt is the most successful viral advertising ever.
We have cut through the media clutter. It has cost
us the same as a 30 second commercial, aired a
few times on TVāā ~Peter Helstrup, Gray Advertising
VS.
āI think there is an audience for virals. I think there
is value in "cutting through." but pretending you are
a hot, slutty mommy when you are in fact a paid
actress is telling a lie and it will reļ¬ect back on your
brand.āā ~Blog commenter
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 25
26. Social Business By Design | Date August, 2009
Or is there?
āWe deeply apologise that the ļ¬lm has offended a
lot of people ā that certainly wasn't the idea. The
idea was to create a positive view of Denmark. In
order not to continue offending people, we have
removed the ļ¬lm from YouTube...āā
~VisitDenmark CEO Dorte Kiilerich
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 26
27. Social Business By Design | Date August, 2009
Social business brings new challenges
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 27
28. Social Business By Design | Date August, 2009
Social media marketing is only one part of the equation
social media marketing
(subset of entire marketing activities)
legal
supply chain
IT
corporate
distribution
business functions R&D
(which can be socialized)
product development
manufacturing
etcā¦
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
29. Social Business By Design | Date August, 2009
What about cultural shifts across the company?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
30. Social Business By Design | Date August, 2009
Putting your ecosystem to work for you
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
31. Social Business By Design | Date August, 2009
Removing the barriers that separate
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
32. Social Business By Design | Date August, 2009
...and divide
hierarchy + networks
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
34. Social Business By Design | Date August, 2009
Revenge of the worker bee
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
35. Social Business By Design | Date August, 2009
Better employees = better business
Listening:
āwith employees, listening can turn rapidly into problem solving.ā
talking: āpost policy changes where everyone can read them and see how
theyāre playing in Peoriaā
Energizing:
āampliļ¬es (an enthusiastic employeeās) voice across the entire Best Buy
employee bases. She spreads her positive thinking and advice, which has an
impact on stores everywhere.ā
Supporting:
āemployees can ļ¬nd the support they need from around the companyā
Embracing:
ācommunity turned out to be a way to surface both ideas and great talentā
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
36. Social Business By Design | Date August, 2009
The digital watercooler
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
11
37. Social Business By Design | Date August, 2009
more challenges
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 37
38. Social Business By Design | Date August, 2009
Participation creates scalability issues
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 38
39. Social Business By Design | Date August, 2009
Personality is a plus, but...
āI believe that people would rather have a conversation with a
person than a brand.ā ~Scott Monty, Ford Motor Company
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 39
40. Social Business By Design | Date August, 2009
...individuals donŹ¼t scale well
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 40
41. Social Business By Design | Date August, 2009
Some organizations are trying
imagine if your entire call center was a social business center
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 41
42. Social Business By Design | Date August, 2009
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
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 42
43. Social Business By Design | Date August, 2009
Social business must be integrated (but often isnŹ¼t)
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 43
44. Social Business By Design | Date August, 2009
the industrial machine rolls on
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 44
45. Social Business By Design | Date August, 2009
Great PR & marketing, but is it integrated?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 45
46. Social Business By Design | Date August, 2009
Starbucks starts to connect the dots
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 46
47. Social Business By Design | Date August, 2009
Starbucks starts to connect the dots
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
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 47
48. Social Business By Design | Date August, 2009
Hiring and staffing
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 48
49. Social Business By Design | Date August, 2009
How many followers means credibility?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 49
50. Social Business By Design | Date August, 2009
Wanted: chief social officer?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 50
51. Social Business By Design | Date August, 2009
Measurement is a challenge
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 51
52. Social Business By Design | Date August, 2009
Constructs to measure
dachisgroup.com
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 52
53. Social Business By Design | Date August, 2009
Governance
Source: Ambidanze on Flickr
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 53
54. Social Business By Design | Date August, 2009
What policy do you have in place?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 54
55. Social Business By Design | Date August, 2009
Does your workflow facilitate matters?
Source: Dell Outreach in the blogosphere, Scribd
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 55
56. Social Business By Design | Date August, 2009
Organizational culture: open or closed?
dachisgroup.com
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 56
57. Social Business By Design | Date August, 2009
An open culture (worth $900 million)
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 57
58. Social Business By Design | Date August, 2009
Open cultures invite their constituents to participate
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 58
59. Social Business By Design | Date August, 2009
A participatory ecosystem
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 59
60. Social Business By Design | Date August, 2009
A participatory ecosystem
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 60
61. Social Business By Design | Date August, 2009
A participatory ecosystem
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 61
62. Social Business By Design | Date August, 2009
Being āopenā is contagious
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 62
63. Social Business By Design | Date August, 2009
Who benefits? Everyone.
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 63
64. Social Business By Design | Date August, 2009
How does social integrate?
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 64
65. Social Business By Design | Date August, 2009
Centralization: aka command-and-control
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 65
66. Social Business By Design | Date August, 2009
Decentralization: aka free-for-all
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 66
67. Social Business By Design | Date August, 2009
Shared services: a hybrid approach
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 67
68. Social Business By Design | Date August, 2009
When orchestration is done right...
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 68
69. Social Business By Design | Date August, 2009
And when done wrong...
āif a company does not begin its social media initiative with a
strong composition for all to follow; the orchestra would sound
like a high school band room during warm up and prior to the
conductor tapping his baton. Pandemonium!ā
~Laureen Earnest, Source: ChrisBB@prodigy.net on Flickr
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 69
70. The experience is social
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 70
71. Social Business By Design | Date August, 2009
The building blocks of an experience
experience
USEFUL USABLE DESIRABLE SUSTAINABLE
serves purpose intuitive enjoyable scalable
satisļ¬es needs easy pleasurable maintainable
practical seamless delightful adaptive
functional accessible memorable pliable
helpful efļ¬cient differentiated
effective
The Basics
(often broken)
USERS
BRAND
BUSINESS
Foundation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
71
72. Social Business By Design | Date August, 2009
Now, add āsocialā
social experience
USEFUL USABLE DESIRABLE SUSTAINABLE SOCIAL
serves purpose intuitive enjoyable scalable shareable
satisļ¬es needs easy pleasurable maintainable open
practical seamless delightful adaptive distributed
functional accessible memorable pliable
dynamic
helpful efļ¬cient differentiated
collective
effective Natural
The Basics Progression
(often broken) (toward social
experiences)
EXTERNAL CUSTOMER PARTICIPATION
INTERNAL CONSTITUENT COLLABORATION
BUSINESS OPTIMIZATION
Foundation
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 72
73. āDesign is the planning
that lays the basis for
the making of every
object or systemā
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 73
74. Social Business By Design | Date August, 2009
Design
user experience
Hardware: Industrial Design Software: User Interface Design
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 74
75. Social Business By Design | Date August, 2009
Business design
content ecosystem support services
commerce ecosystem
application ecosystem
developer ecosystem
cloud services
products supply chain ecosystem
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 75
76. Social Business By Design | Date August, 2009
Social business design
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary
76
77. Social Business Design is
the intentional creation of
dynamic and socially
calibrated systems,
process, and culture.
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 77
78. Social Business By Design | Date August, 2009
Changes pushing business toward being more social
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 78
79. Social Business By Design | Date August, 2009
Duct tape and bubble gum wonŹ¼t cut it
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 79
80. Social Business By Design | Date August, 2009
ItŹ¼s time for social business by design
dachisgroup.com
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 80
81. Social Business By Design | Date August, 2009
Four core archetypes
dachisgroup.com
Ecosystem Hivemind Dynamic Signal Metafilter
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 81
82. Social Business By Design | Date August, 2009
Ecosystem (Connections)
dachisgroup.com
From Disparate Silos To Connected Nodes
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 82
83. Social Business By Design | Date August, 2009
Hivemind (Culture)
dachisgroup.com
From Hoarding To Collaborating
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 83
84. Social Business By Design | Date August, 2009
Dynamic Signal (Communication)
dachisgroup.com
From Static To Dynamic
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 84
85. Social Business By Design | Date August, 2009
Metafilter (Content)
dachisgroup.com
From Filter Failure To Clear Signals
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 85
86. Social Business By Design | Date August, 2009
Why?
Leveraged
+ = &
Emergent
Outcomes
ā¢Cost savings and efficiencies ā¢Improved collaborative processes
ā¢Informed social marketing strategies ā¢Adaptable business practices
ā¢New product & service offerings/innovations ā¢Customer growth, retention and sustainability
ā¢Expansion into new markets
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 86
87. Social Business By Design | Date August, 2009
because itās time to
grow up
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 87
88. Social Business By Design | Date August, 2009
āsocialā will be
replaced by āitās how
we do businessā
Ā® 2009 Dachis Group. Conļ¬dential and Proprietary 88