Social Business Design:
 Itʼs Clobberinʼ Time

@jeffdachis                  @armano
jeff@dachisgroup.com         david.arm...
Web 2.0 2009 | November 18, 2009


“Social media” doesnʼt need to be saved...




® 2009 Dachis Group. Confidential and Pro...
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

                              ...
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...
Web 2.0 2009 | November 18, 2009




A shift towards social business




          New distributed, collaborative, and agi...
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dach...
Web 2.0 2009 | November 18, 2009




The definition of Social Business Design




                  • Social Business Desi...
Web 2.0 2009 | November 18, 2009




The definition of Social Business Design




                  • The Goal: Enhanced v...
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dach...
Conceptual Framework and Set of Lenses
Businesses are made up of
Technology, People and Process




® 2009 Dachis Group. C...
Web 2.0 2009 | November 18, 2009




Business is made of Technology, People, and Process



                              ...
Conceptual Framework and Set of Lenses
Businesses Represent All Constituents




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




The shape of the business has fundamentally changed.
Businesses need to address value...
Challenges



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


Participation creates scalability issues




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



Personality is a plus, but...




  “I believe that people would rather have a convers...
Web 2.0 2009 | November 18, 2009



...individuals donʼt scale well




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



 Some organizations are trying




imagine if your entire call center was a social bus...
Web 2.0 2009 | November 18, 2009




 Signs of ROI




Dell Outlet has booked more than $3 million in revenue
attributable...
Web 2.0 2009 | November 18, 2009




Social business must be integrated (but often isnʼt)




® 2009 Dachis Group. Confiden...
Web 2.0 2009 | November 18, 2009




      the industrial machine rolls on

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


Great PR & marketing, but is it integrated?




® 2009 Dachis Group. Confidential and Pr...
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 Propri...
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?




                                                   dachisgr...
Web 2.0 2009 | November 18, 2009



Governance




                Source: Ambidanze on Flickr

® 2009 Dachis Group. Confid...
Web 2.0 2009 | November 18, 2009



What policy do you have in place?




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


Does your workflow facilitate matters?




   Source: Dell Outreach in the blogosphere,...
Web 2.0 2009 | November 18, 2009




Organizational culture: open or closed?




                                         ...
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 P...
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 Pr...
Web 2.0 2009 | November 18, 2009


Engaging constituents will inform business




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


Starbucks starts to connect the dots




             70,000 ideas in first year
      ...
Web 2.0 2009 | November 18, 2009


Corporate culture can be influenced




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


Scaling can combine efficiency with delight




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


Networks will supplement hierarchy

                                                   ...
Web 2.0 2009 | November 18, 2009


Expanded ecosystems become an advantage




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




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




Four Archetypes for Social Business Design.
Building blocks and vocabulary.




® 200...
Web 2.0 2009 | November 18, 2009




Ecosystem




                                                                dachisg...
Web 2.0 2009 | November 18, 2009




Ecosystem (connection systems)
- An expanded constituent
       base including core a...
Web 2.0 2009 | November 18, 2009




Ecosystem
                                                   Extended


    Core




...
Web 2.0 2009 | November 18, 2009




Hivemind




                                                              dachisgrou...
Web 2.0 2009 | November 18, 2009




Hivemind (culture)

- A primary social calibration
- Active Participation
- Active En...
Web 2.0 2009 | November 18, 2009




Dynamic Signal



                                                                  d...
Web 2.0 2009 | November 18, 2009




Dynamic signal (communication process)


     - Dynamic real time signals
           ...
Web 2.0 2009 | November 18, 2009




Metafilter




                                                                      ...
Web 2.0 2009 | November 18, 2009




Metafilter (filter, measure)


   - Filter, tag sort                                 ...
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dach...
Web 2.0 2009 | November 18, 2009




Social business design applied




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




 Why Social Business Design?


                                                      ...
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.arm...
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Social Business Design: Web 2.0 NYC

  1. 1. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis @armano jeff@dachisgroup.com david.armano@dachisgroup.com http://www.dachisgroup.com http://www.dachisgroup.com
  2. 2. Web 2.0 2009 | November 18, 2009 “Social media” doesnʼt need to be saved... ® 2009 Dachis Group. Confidential and Proprietary 2
  3. 3. Web 2.0 2009 | November 18, 2009 ...It needs to be demolished ® 2009 Dachis Group. Confidential and Proprietary 3
  4. 4. 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
  5. 5. Web 2.0 2009 | November 18, 2009 Exciting times ® 2009 Dachis Group. Confidential and Proprietary 5
  6. 6. Web 2.0 2009 | November 18, 2009 Interesting times ® 2009 Dachis Group. Confidential and Proprietary 6
  7. 7. Web 2.0 2009 | November 18, 2009 We have all been there. ® 2009 Dachis Group. Confidential and Proprietary 7
  8. 8. 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
  9. 9. 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
  10. 10. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 10
  11. 11. 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
  12. 12. 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
  13. 13. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 13
  14. 14. Conceptual Framework and Set of Lenses Businesses are made up of Technology, People and Process ® 2009 Dachis Group. Confidential and Proprietary 14
  15. 15. 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
  16. 16. Conceptual Framework and Set of Lenses Businesses Represent All Constituents ® 2009 Dachis Group. Confidential and Proprietary 16
  17. 17. 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
  18. 18. Challenges ® 2009 Dachis Group. Confidential and Proprietary 18
  19. 19. Web 2.0 2009 | November 18, 2009 Participation creates scalability issues ® 2009 Dachis Group. Confidential and Proprietary 19
  20. 20. 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
  21. 21. Web 2.0 2009 | November 18, 2009 ...individuals donʼt scale well ® 2009 Dachis Group. Confidential and Proprietary 21
  22. 22. 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
  23. 23. 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
  24. 24. Web 2.0 2009 | November 18, 2009 Social business must be integrated (but often isnʼt) ® 2009 Dachis Group. Confidential and Proprietary 24
  25. 25. Web 2.0 2009 | November 18, 2009 the industrial machine rolls on ® 2009 Dachis Group. Confidential and Proprietary 25
  26. 26. Web 2.0 2009 | November 18, 2009 Great PR & marketing, but is it integrated? ® 2009 Dachis Group. Confidential and Proprietary 26
  27. 27. Web 2.0 2009 | November 18, 2009 Hiring and staffing ® 2009 Dachis Group. Confidential and Proprietary 27
  28. 28. Web 2.0 2009 | November 18, 2009 How many followers means credibility? ® 2009 Dachis Group. Confidential and Proprietary 28
  29. 29. Web 2.0 2009 | November 18, 2009 Wanted: chief social officer? ® 2009 Dachis Group. Confidential and Proprietary 29
  30. 30. Web 2.0 2009 | November 18, 2009 Measurement is a challenge ® 2009 Dachis Group. Confidential and Proprietary 30
  31. 31. Web 2.0 2009 | November 18, 2009 Constructs to measure? dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 31
  32. 32. Web 2.0 2009 | November 18, 2009 Governance Source: Ambidanze on Flickr ® 2009 Dachis Group. Confidential and Proprietary 32
  33. 33. Web 2.0 2009 | November 18, 2009 What policy do you have in place? ® 2009 Dachis Group. Confidential and Proprietary 33
  34. 34. 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
  35. 35. Web 2.0 2009 | November 18, 2009 Organizational culture: open or closed? dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 35
  36. 36. Opportunities ® 2009 Dachis Group. Confidential and Proprietary 36
  37. 37. Web 2.0 2009 | November 18, 2009 Open culture can create value ($1.2 billion) ® 2009 Dachis Group. Confidential and Proprietary 37
  38. 38. Web 2.0 2009 | November 18, 2009 Eating our own dogfood... ® 2009 Dachis Group. Confidential and Proprietary 38
  39. 39. Web 2.0 2009 | November 18, 2009 Engaging constituents informs your business ® 2009 Dachis Group. Confidential and Proprietary 39
  40. 40. Web 2.0 2009 | November 18, 2009 Engaging constituents will inform business ® 2009 Dachis Group. Confidential and Proprietary 40
  41. 41. 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
  42. 42. Web 2.0 2009 | November 18, 2009 Corporate culture can be influenced ® 2009 Dachis Group. Confidential and Proprietary 11
  43. 43. Web 2.0 2009 | November 18, 2009 Scaling can combine efficiency with delight ® 2009 Dachis Group. Confidential and Proprietary 11
  44. 44. Web 2.0 2009 | November 18, 2009 Networks will supplement hierarchy hierarchy + networks ® 2009 Dachis Group. Confidential and Proprietary 11
  45. 45. Web 2.0 2009 | November 18, 2009 Expanded ecosystems become an advantage ® 2009 Dachis Group. Confidential and Proprietary 45
  46. 46. Conceptual Framework and Set of Lenses The Archetypes of Social Business Design ® 2009 Dachis Group. Confidential and Proprietary 46
  47. 47. Web 2.0 2009 | November 18, 2009 Four Archetypes for Social Business Design. Building blocks and vocabulary. ® 2009 Dachis Group. Confidential and Proprietary
  48. 48. Web 2.0 2009 | November 18, 2009 Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Confidential and Proprietary
  49. 49. 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
  50. 50. Web 2.0 2009 | November 18, 2009 Ecosystem Extended Core ® 2009 Dachis Group. Confidential and Proprietary 50
  51. 51. Web 2.0 2009 | November 18, 2009 Hivemind dachisgroup.com From Hoarding To Collaborating ® 2009 Dachis Group. Confidential and Proprietary
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 57
  58. 58. Web 2.0 2009 | November 18, 2009 Social business design applied ® 2009 Dachis Group. Confidential and Proprietary 58
  59. 59. 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
  60. 60. How Ready for Social Business are you? ® 2009 Dachis Group. Confidential and Proprietary 60
  61. 61. Thank You. (clobber with cuteness) ® 2009 Dachis Group. Confidential and Proprietary 61
  62. 62. 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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