The Next Phase of  Social Business:Engagement at Scale
Introduction                             Spring 2012        Dion Hinchcliffe         • ZDNet’s Enterprise Web 2.0         ...
Social has been around    for a while now
Telephone  1890
Internet Email    1993
Change is happening faster...                              Life Expectancy of S&P 500 Company  Pace of Technology Change
Blogs2003
Web 2.0 2004
Social Media   2005
Enterprise 2.0    2006
Social Business     2008
What’s next?
transactions   engagement
CORPORATIONS ARE ONLY SLOWLYADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION               The Adoption Rates of E-...
EngagementWe spend a LOT to try to achieve it...$ 600B                   A Year
Premise:Social Is the Ideal Platform to      Engage@Scale
What happens when we don’t?
What happens when you do?           A fading brand, catapulted to           #1 in its category within 90 days.
Can be used to drivebusiness outcomes in scale:            Sales     Customer Retention       Customer Care    Product Dev...
Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value     Awareness       Pa...
Current Approach#FAIL
Bigger staffs #FAILYou can’t staff into capitalizing on engagement @ scaleA staff of 11
ANOTHER WAYOF LOOKINGAT THIS                  World        YOUR       COMPANY       Your   Social Media      Effort       ...
So is thereanother approach?
To engage @ scale, we can mobilize our constituentsExtending your reach® 2011 Dachis Group. Confidential and Proprietary
Organize our employees                                                    EmployeesOrganize youremployees toengage withthe...
Coordinate our partners                                                    Partners... thencoordinateyour partnersto engag...
Activate our advocates                                                    Advocates...then activateyour advocatesto engage...
Engagement @ Scale                                                    All coordinated and                                 ...
...because, your advocates    are actually better at  engagement than you
With Real and Lasting   Business Value       Text
Dachis GroupFully social organizations get outsized benefits                           Source: 2011 McKinsey Web 2.0 Surve...
Dachis GroupThe problem?• 96% of internal and external social business efforts  are not connected- Source:        , August...
Dachis GroupThe Lesson: Social business is...            part of a single continuum...            one unified ecosystem   ...
Dachis GroupBut what breakthrough will get us there?                                          Big Data: The Moving Parts  ...
The Process(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   37
Dachis Group1 -- LISTEN (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   38
Dachis Group2 -- FILTER                                                                   Business                        ...
Dachis Group3 -- ANALYZE                Understand the Business Context & Priority                        of Relevant Conv...
Dachis Group4 -- MOBILIZE ADVOCATES (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   41
Dachis Group5 -- TRANSFORM FOR ENGAGEMENT(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   42
Dachis Group6 -- PROCESSES THAT SCALE(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   43
Dachis Group7 -- A CLOSED LOOP ENGAGEMENT PROCESS(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   44
Dachis Group8 -- DISRUPT YOUR COMPETITION(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.   45
Dachis GroupThe full story is in Social Business by Design• Published May, 2012• From John Wiley & Sons• The definitive man...
Thank You
Social Media Week New York 2013 Talk on Engagement At Scale
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Social Media Week New York 2013 Talk on Engagement At Scale

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My presentation at the Enterprise Hub at Social Media Week 2013 in New York City in February. I explore the next phase of social business, namely something called Engagement@Scale.

Published in: Technology

Social Media Week New York 2013 Talk on Engagement At Scale

  1. 1. The Next Phase of Social Business:Engagement at Scale
  2. 2. Introduction Spring 2012 Dion Hinchcliffe • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • InformationWeek’s Social Business By Design • http://informationweek.com/thebrainyard •• Chief Strategy Officer http://dachisgroup.com • mailto:dion.hinchcliffe@dachisgroup.com • : @dhinchcliffe® 2012 Dachis Group 2
  3. 3. Social has been around for a while now
  4. 4. Telephone 1890
  5. 5. Internet Email 1993
  6. 6. Change is happening faster... Life Expectancy of S&P 500 Company Pace of Technology Change
  7. 7. Blogs2003
  8. 8. Web 2.0 2004
  9. 9. Social Media 2005
  10. 10. Enterprise 2.0 2006
  11. 11. Social Business 2008
  12. 12. What’s next?
  13. 13. transactions engagement
  14. 14. CORPORATIONS ARE ONLY SLOWLYADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION The Adoption Rates of E-mail, Social Networks, and #SocBiz 1B 100% projected 750M 75% Enterprises Percent of imate high est 50% 500M e low estimat 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC
  15. 15. EngagementWe spend a LOT to try to achieve it...$ 600B A Year
  16. 16. Premise:Social Is the Ideal Platform to Engage@Scale
  17. 17. What happens when we don’t?
  18. 18. What happens when you do? A fading brand, catapulted to #1 in its category within 90 days.
  19. 19. Can be used to drivebusiness outcomes in scale: Sales Customer Retention Customer Care Product Development Crisis Resolution
  20. 20. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value Awareness Passion Mindshare Advocacy THE ENGAGEMENT PROGRESSION
  21. 21. Current Approach#FAIL
  22. 22. Bigger staffs #FAILYou can’t staff into capitalizing on engagement @ scaleA staff of 11
  23. 23. ANOTHER WAYOF LOOKINGAT THIS World YOUR COMPANY Your Social Media Effort ©2012 DACHIS GROUP 24
  24. 24. So is thereanother approach?
  25. 25. To engage @ scale, we can mobilize our constituentsExtending your reach® 2011 Dachis Group. Confidential and Proprietary
  26. 26. Organize our employees EmployeesOrganize youremployees toengage withthe market...® 2011 Dachis Group. Confidential and Proprietary
  27. 27. Coordinate our partners Partners... thencoordinateyour partnersto engage withthe market...® 2011 Dachis Group. Confidential and Proprietary
  28. 28. Activate our advocates Advocates...then activateyour advocatesto engage withthe market® 2011 Dachis Group. Confidential and Proprietary
  29. 29. Engagement @ Scale All coordinated and working together to understand their own goals and their contribution to® 2011 Dachis Group. Confidential and Proprietary performance
  30. 30. ...because, your advocates are actually better at engagement than you
  31. 31. With Real and Lasting Business Value Text
  32. 32. Dachis GroupFully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey Only fully social organizations can tap into the $1.3 trillion social business opportunity(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 33
  33. 33. Dachis GroupThe problem?• 96% of internal and external social business efforts are not connected- Source: , August, 2012• Yet that’s where the most ROI is, by far(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 34
  34. 34. Dachis GroupThe Lesson: Social business is... part of a single continuum... one unified ecosystem Social Busine enterp rise ec s osyste s m rnet t ane Inte customers + extr world t ane business partners intr Social integr ated Innovation Crowdsourcing vision workers Social Marketing Social CRM Customer Communities Enterprise 2.0 (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 35
  35. 35. Dachis GroupBut what breakthrough will get us there? Big Data: The Moving Parts Increasing Age & Maturity Hadoop Hive unsupervised learning Vertica SciPy social media analytics MapReduce sentiment analysis Mahout Esper predictive modeling MATLAB Business kdb BPO BI Objectives Revolution R Greenplum network analysis ETL Netezza SPSS AMPL visualization ECL Teradata SAS simulation Fast Data Big Analytics Deep Insight From http://blogs.zdnet.com/Hinchcliffe the growth of data will be exponential for the foreseeable future terabytes petabytes exabytes zettabytes the amount of data stored by the average company today (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
  36. 36. The Process(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 37
  37. 37. Dachis Group1 -- LISTEN (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 38
  38. 38. Dachis Group2 -- FILTER Business Relevancy(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 39
  39. 39. Dachis Group3 -- ANALYZE Understand the Business Context & Priority of Relevant Conversations (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 40
  40. 40. Dachis Group4 -- MOBILIZE ADVOCATES (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 41
  41. 41. Dachis Group5 -- TRANSFORM FOR ENGAGEMENT(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 42
  42. 42. Dachis Group6 -- PROCESSES THAT SCALE(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 43
  43. 43. Dachis Group7 -- A CLOSED LOOP ENGAGEMENT PROCESS(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 44
  44. 44. Dachis Group8 -- DISRUPT YOUR COMPETITION(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 45
  45. 45. Dachis GroupThe full story is in Social Business by Design• Published May, 2012• From John Wiley & Sons• The definitive management strategy guide and handbook on social business.• Based on real-world experience from nearly 100 high-impact examples.• The most complete and actionable statement on social business and why it’s strategically vital.• Recently #1 in Amazon’s Hot New Releases• Companion Web site at http://socialbusinessbydesign.com(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 46
  46. 46. Thank You
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