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.

1. The Next Phase of
Social Business:
Engagement at Scale

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. Social has been around
for a while now

5. Telephone
1890

6. Internet Email
1993

7. Change is happening faster...
Life Expectancy of S&P 500 Company
Pace of Technology Change

8. Blogs
2003

9. Web 2.0
2004

10. Social Media
2005

11. Enterprise 2.0
2006

12. Social Business
2008

13. What’s next?

14. transactions engagement

15. CORPORATIONS ARE ONLY SLOWLY
ADAPTING TO THE ERA OF ENGAGEMENT
STATISTICS 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

16. Engagement
We spend a LOT to try to achieve it...
$ 600B
A Year

17. Premise:
Social Is the Ideal Platform to
Engage@Scale

18. What happens when we don’t?

19. What happens when you do?
A fading brand, catapulted to
#1 in its category within 90 days.

20. Can be used to drive
business outcomes in scale:
Sales
Customer Retention
Customer Care
Product Development
Crisis Resolution

21. Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement business value
Awareness Passion Mindshare Advocacy
THE ENGAGEMENT PROGRESSION

22. Current Approach
#FAIL

23. Bigger staffs #FAIL
You can’t staff into capitalizing on engagement @ scale
A staff of 11

24. ANOTHER WAY
OF LOOKING
AT THIS
World
YOUR
COMPANY
Your
Social Media
Effort ©2012 DACHIS GROUP 24

25. So is there
another approach?

26. To engage @ scale, we can mobilize our constituents
Extending your reach
® 2011 Dachis Group. Confidential and Proprietary

27. Organize our employees
Employees
Organize your
employees to
engage with
the market...
® 2011 Dachis Group. Confidential and Proprietary

28. Coordinate our partners
Partners
... then
coordinate
your partners
to engage with
the market...
® 2011 Dachis Group. Confidential and Proprietary

29. Activate our advocates
Advocates
...then activate
your advocates
to engage with
the market
® 2011 Dachis Group. Confidential and Proprietary

30. Engagement @ Scale
All coordinated and
working together to
understand their own
goals and their
contribution to
® 2011 Dachis Group. Confidential and Proprietary
performance

31. ...because, your advocates
are actually better at
engagement than you

32. With Real and Lasting
Business Value
Text

33. Dachis Group
Fully 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

34. Dachis Group
The 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
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35. Dachis Group
The 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

36. Dachis Group
But 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.

37. The Process
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38. Dachis Group
1 -- LISTEN
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39. Dachis Group
2 -- FILTER
Business
Relevancy
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40. Dachis Group
3 -- ANALYZE
Understand the Business Context & Priority
of Relevant Conversations
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41. Dachis Group
4 -- MOBILIZE ADVOCATES
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42. Dachis Group
5 -- TRANSFORM FOR ENGAGEMENT
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43. Dachis Group
6 -- PROCESSES THAT SCALE
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44. Dachis Group
7 -- A CLOSED LOOP ENGAGEMENT PROCESS
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45. Dachis Group
8 -- DISRUPT YOUR COMPETITION
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46. Dachis Group
The 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

47. Thank You