Social Media By Design

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Social Media By Design

  1. 1. Social Business By Design dachisgroup.com 1
  2. 2. David Armano Sr. Partner, Dachis Group dachisgroup.com Hello. Logic + Emotion davidarmano.com @armano dachisgroup.com 2
  3. 3. “Social Media is like teen sex. Everyone wants to do it, nobody knows how. When it’s finally done, there is surprise it’s not better. ” Avinash Kaushick, Analytics Evangelist, Google dachisgroup.com 3
  4. 4. Still, teens are having sex dachisgroup.com 4
  5. 5. So, what’s changed? Command & control. dachisgroup.com 5
  6. 6. Facilitation leads to engagement dachisgroup.com 6
  7. 7. Engagement leads to participation Engagement Techniques Used Broadcast Techniques Used “Comments, which were absent from the broadcast phase now represented almost 10% of the view rate.” Source: Doug White, Social Media Today dachisgroup.com 7
  8. 8. the network economy “America’s opportunity is to lead the network economy, not protect the industrial economy” ~John Gerzema, CIO Young & Rubicam 8
  9. 9. Attention on the network is earned in streams dachisgroup.com 9
  10. 10. Social as just another marketing channel? dachisgroup.com 10
  11. 11. challenges dachisgroup.com 11
  12. 12. Participation creates scalability issues dachisgroup.com 12
  13. 13. 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 dachisgroup.com 13
  14. 14. ...individuals don’t scale well dachisgroup.com 14
  15. 15. Some organizations are trying imagine if your entire call center was a social business center dachisgroup.com 15
  16. 16. 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 dachisgroup.com 16
  17. 17. Social business must be integrated (but often isn’t) dachisgroup.com 17
  18. 18. the industrial machine rolls on dachisgroup.com 18
  19. 19. Great PR & marketing, but is it integrated? dachisgroup.com 19
  20. 20. 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 dachisgroup.com 20
  21. 21. Hiring and staffing dachisgroup.com 21
  22. 22. How many followers means credibility? dachisgroup.com 22
  23. 23. Wanted: chief social officer? dachisgroup.com 23
  24. 24. Measurement is a challenge dachisgroup.com 24
  25. 25. Constructs to measure dachisgroup.com dachisgroup.com 25
  26. 26. Governance Source: Ambidanze on Flickr dachisgroup.com 26
  27. 27. What policy do you have in place? dachisgroup.com 27
  28. 28. Does your workflow facilitate matters? Source: Dell Outreach in the blogosphere, Scribd dachisgroup.com 28
  29. 29. Organizational culture: open or closed? dachisgroup.com dachisgroup.com 29
  30. 30. An open culture (worth $900 million) dachisgroup.com 30
  31. 31. An emergent outcome dachisgroup.com 31
  32. 32. How does social integrate? dachisgroup.com 32
  33. 33. Centralization: aka command-and-control Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications dachisgroup.com 33
  34. 34. Decentralization: aka free-for-all Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications dachisgroup.com 34
  35. 35. Shared services: a hybrid approach Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications dachisgroup.com 35
  36. 36. Duct tape and bubble gum won’t cut it dachisgroup.com 36
  37. 37. It’s time for social business by design dachisgroup.com dachisgroup.com 37
  38. 38. Four core archetypes dachisgroup.com Ecosystem Hivemind Dynamic Signal Metafilter dachisgroup.com 38
  39. 39. Ecosystem (Connections) dachisgroup.com From Disparate Silos To Connected Nodes dachisgroup.com 39
  40. 40. Hivemind (Culture) dachisgroup.com From Hoarding To Collaborating dachisgroup.com 40
  41. 41. Dynamic Signal (Communication) dachisgroup.com From Static To Dynamic dachisgroup.com 41
  42. 42. Metafilter (Content) dachisgroup.com From Filter Failure To Clear Signals dachisgroup.com 42
  43. 43. Why? Leveraged + = & Emergent Outcomes •Cost savings and efficiencies •Improved collaborative processes •Informed social marketing strategies •Adaptable business practices •New product & service offerings/innovations •Customer growth, retention and sustainability •Expansion into new markets dachisgroup.com 43
  44. 44. because it’s time to grow up dachisgroup.com 44
  45. 45. “social” will be replaced by “it’s how we do business” dachisgroup.com 45
  46. 46. David Armano Sr. Partner, Dachis Group Thank Logic + Emotion davidarmano.com You. dachiscorporation.com @armano dachisgroup.com 46
  47. 47. Social Business By Design dachisgroup.com 47

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