Social Business Design: Web 2.0 NYC

Social Business Design: Itʼs Clobberinʼ Time @jeffdachis @armano jeff@dachisgroup.com david.armano@dachisgroup.com http://www.dachisgroup.com http://www.dachisgroup.com

Web 2.0 2009 | November 18, 2009 “Social media” doesnʼt need to be saved... ® 2009 Dachis Group. Conﬁdential and Proprietary 2

Web 2.0 2009 | November 18, 2009 ...It needs to be demolished ® 2009 Dachis Group. Conﬁdential and Proprietary 3

Web 2.0 2009 | November 18, 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 etc… ® 2009 Dachis Group. Conﬁdential and Proprietary 11

Web 2.0 2009 | November 18, 2009 Exciting times ® 2009 Dachis Group. Conﬁdential and Proprietary 5

Web 2.0 2009 | November 18, 2009 Interesting times ® 2009 Dachis Group. Conﬁdential and Proprietary 6

Web 2.0 2009 | November 18, 2009 We have all been there. ® 2009 Dachis Group. Conﬁdential and Proprietary 7

Web 2.0 2009 | November 18, 2009 The industrial economy has evolved. We live in a networked economy. We need a network centric organizational model to realize its potential. dachisgroup.com ® 2009 Dachis Group. Conﬁdential and Proprietary 8

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 ® 2009 Dachis Group. Conﬁdential and Proprietary

Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Conﬁdential and Proprietary 10

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. ® 2009 Dachis Group. Conﬁdential and Proprietary 11

Web 2.0 2009 | November 18, 2009 The definition of Social Business Design • The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes ® 2009 Dachis Group. Conﬁdential and Proprietary 12

Conceptual Framework and Set of Lenses Businesses are made up of Technology, People and Process ® 2009 Dachis Group. Conﬁdential and Proprietary 14

Web 2.0 2009 | November 18, 2009 Business is made of Technology, People, and Process support content ecosystem services commerce ecosystem developer application ecosystem ecosystem cloud services products supply chain ecosystem ® 2009 Dachis Group. Conﬁdential and Proprietary 15

Conceptual Framework and Set of Lenses Businesses Represent All Constituents ® 2009 Dachis Group. Conﬁdential and Proprietary 16

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. ® 2009 Dachis Group. Conﬁdential and Proprietary 17

Challenges ® 2009 Dachis Group. Conﬁdential and Proprietary 18

Web 2.0 2009 | November 18, 2009 Participation creates scalability issues ® 2009 Dachis Group. Conﬁdential and Proprietary 19

Web 2.0 2009 | November 18, 2009 Personality is a plus, but... “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company ® 2009 Dachis Group. Conﬁdential and Proprietary 20

Web 2.0 2009 | November 18, 2009 ...individuals donʼt scale well ® 2009 Dachis Group. Conﬁdential and Proprietary 21

Web 2.0 2009 | November 18, 2009 Some organizations are trying imagine if your entire call center was a social business center ® 2009 Dachis Group. Conﬁdential and Proprietary 22

Web 2.0 2009 | November 18, 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 ® 2009 Dachis Group. Conﬁdential and Proprietary 23

Web 2.0 2009 | November 18, 2009 Social business must be integrated (but often isnʼt) ® 2009 Dachis Group. Conﬁdential and Proprietary 24

Web 2.0 2009 | November 18, 2009 the industrial machine rolls on ® 2009 Dachis Group. Conﬁdential and Proprietary 25

Web 2.0 2009 | November 18, 2009 Great PR & marketing, but is it integrated? ® 2009 Dachis Group. Conﬁdential and Proprietary 26

Web 2.0 2009 | November 18, 2009 Hiring and staffing ® 2009 Dachis Group. Conﬁdential and Proprietary 27

Web 2.0 2009 | November 18, 2009 How many followers means credibility? ® 2009 Dachis Group. Conﬁdential and Proprietary 28

Web 2.0 2009 | November 18, 2009 Wanted: chief social officer? ® 2009 Dachis Group. Conﬁdential and Proprietary 29

Web 2.0 2009 | November 18, 2009 Measurement is a challenge ® 2009 Dachis Group. Conﬁdential and Proprietary 30

Web 2.0 2009 | November 18, 2009 Constructs to measure? dachisgroup.com ® 2009 Dachis Group. Conﬁdential and Proprietary 31

Web 2.0 2009 | November 18, 2009 Governance Source: Ambidanze on Flickr ® 2009 Dachis Group. Conﬁdential and Proprietary 32

Web 2.0 2009 | November 18, 2009 What policy do you have in place? ® 2009 Dachis Group. Conﬁdential and Proprietary 33

Web 2.0 2009 | November 18, 2009 Does your workflow facilitate matters? Source: Dell Outreach in the blogosphere, Scribd ® 2009 Dachis Group. Conﬁdential and Proprietary 34

Web 2.0 2009 | November 18, 2009 Organizational culture: open or closed? dachisgroup.com ® 2009 Dachis Group. Conﬁdential and Proprietary 35

Opportunities ® 2009 Dachis Group. Conﬁdential and Proprietary 36

Web 2.0 2009 | November 18, 2009 Open culture can create value ($1.2 billion) ® 2009 Dachis Group. Conﬁdential and Proprietary 37

Web 2.0 2009 | November 18, 2009 Eating our own dogfood... ® 2009 Dachis Group. Conﬁdential and Proprietary 38

Web 2.0 2009 | November 18, 2009 Engaging constituents informs your business ® 2009 Dachis Group. Conﬁdential and Proprietary 39

Web 2.0 2009 | November 18, 2009 Engaging constituents will inform business ® 2009 Dachis Group. Conﬁdential and Proprietary 40

Web 2.0 2009 | November 18, 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 ® 2009 Dachis Group. Conﬁdential and Proprietary 41

Web 2.0 2009 | November 18, 2009 Corporate culture can be influenced ® 2009 Dachis Group. Conﬁdential and Proprietary 11

Web 2.0 2009 | November 18, 2009 Scaling can combine efficiency with delight ® 2009 Dachis Group. Conﬁdential and Proprietary 11

Web 2.0 2009 | November 18, 2009 Networks will supplement hierarchy hierarchy + networks ® 2009 Dachis Group. Conﬁdential and Proprietary 11

Web 2.0 2009 | November 18, 2009 Expanded ecosystems become an advantage ® 2009 Dachis Group. Conﬁdential and Proprietary 45

Conceptual Framework and Set of Lenses The Archetypes of Social Business Design ® 2009 Dachis Group. Conﬁdential and Proprietary 46

Web 2.0 2009 | November 18, 2009 Four Archetypes for Social Business Design. Building blocks and vocabulary. ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes ® 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 dachisgroup.com - Strong and weak ties - Active and ambient awareness From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Ecosystem Extended Core ® 2009 Dachis Group. Conﬁdential and Proprietary 50

Web 2.0 2009 | November 18, 2009 Hivemind dachisgroup.com From Hoarding To Collaborating ® 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 ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Dynamic Signal dachisgroup.com From Static To Dynamic - “Communication as work, not for work” ® 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 dachisgroup.com ecosystem - A change in the mode of authorship - Updates on location - Creates efﬁciencies ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Metafilter dachisgroup.com From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Metafilter (filter, measure) - Filter, tag sort dachisgroup.com - Deﬁne constructs for measurement - Measure patterns not counts - Depth over surface - Trends versus snapshots - Analyzing for meaning From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Conﬁdential and Proprietary

Web 2.0 2009 | November 18, 2009 Social business design applied ® 2009 Dachis Group. Conﬁdential and Proprietary 58

Web 2.0 2009 | November 18, 2009 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 ® 2009 Dachis Group. Conﬁdential and Proprietary 59

How Ready for Social Business are you? ® 2009 Dachis Group. Conﬁdential and Proprietary 60

Thank You. (clobber with cuteness) ® 2009 Dachis Group. Conﬁdential and Proprietary 61

Social Business Design: Itʼs Clobberinʼ Time @jeffdachis @armano jeff@dachisgroup.com david.armano@dachisgroup.com http://www.dachisgroup.com http://www.dachisgroup.com

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Social Business Design: Web 2.0 NYC

by David Armano

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