Peter Kim, Community Conference 2012

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Peter Kim, Community Conference 2012

  1. 1. Social Business By DesignPeter KimChief Strategy Officer22 May 2012All content ® 2012 Dachis Group
  2. 2. About DACHIS GROUP
  3. 3. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimDachis Group is 250+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney
  4. 4. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimWhat we do MEASURE PERFORMANCE + Big data analytics + SaaS applications + Listening and metrics MANAGE BRANDS + Social business strategy + Apps and experiences + Advocacy and community management CONNECT COMPANIES + Enterprise social technology + Workforce collaboration + Social CRM
  5. 5. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimWe’ve worked with... Fortune 100
  6. 6. Never say never
  7. 7. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThings I said I’d never do• Join a startup
  8. 8. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimHow I got here• Strategy consulting at Coopers & Lybrand, 1995 - 1998• Digital strategy at Razorfish, 2000 - 2001• Head of global digital marketing + ecommerce at PUMA, 2001 - 2004• Analyst at Forrester, 2005 - 2008• (other jobs at General Electric, Arthur Andersen, Andersen Consulting, Fidelity Investments, Prudential Securities, Touche Ross)• Employee #1 at Dachis Group, 2008
  9. 9. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThings I said I’d never do• Join a startup• Move to Texas
  10. 10. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
  11. 11. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThings I said I’d never do• Join a startup• Move to Texas• Write a book
  12. 12. The book
  13. 13. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThe book• A true social business book - Internal and external focus - B2B and B2C examples - Marketing, IT, HR, and other departments - Strategy and tactics
  14. 14. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimDesigning a social business
  15. 15. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThe premise• The Internet has shown fundamentally better ways to live and work - Organizations want “social” to create competitive advantage and drive business results• Early encounters were trial and error - Office Max’s Elf Yourself - Wal-Mart’s The Hub - Wells Fargo Guided By History blog• Today, we can cultivate planned outcomes - Organizations must change the ways they think and work - A holistic approach is needed - We are still early, but now can replicate success from examples
  16. 16. The ten tenets of social business
  17. 17. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #1 Anyone can participate
  18. 18. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate 15 years reduced to 10 daysSource: http://fold.it/portal/site_files/theme/science/humanfyn.png
  19. 19. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participateBest Buy Community Forums Generates $5 mm annually
  20. 20. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participateIBM in social business $100 million in annual support savings
  21. 21. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participateCrowdsourcing tax advice 90 non-employee superusers contributed 115,000 answers
  22. 22. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #3 Focus on business outcomes
  23. 23. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomes reCAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart) 150,000 hours of work each daySource: reCAPTCHA
  24. 24. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomesVirgin America raises $50,000 25% increase to Elevate and top five all-time sales day
  25. 25. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #5 Engage the right community
  26. 26. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right communityAustin Solid Waste Services
  27. 27. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community• Austin Resource Collection & Recovery Utility• Austin Recycling & Waste Reduction Department• Austin Resource Recovery Utility
  28. 28. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community “Austin Resource Recovery”
  29. 29. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #8 Listen and engage continuously
  30. 30. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuouslyKLM’s world record in-flight party KLM #Fly2Miami, March 2011. Source: KLM
  31. 31. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuouslyLancome’s official video makeup artist Sources: youtube.com, lancome-usa.com
  32. 32. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuouslyHyatt Regency Lost Pines Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page
  33. 33. Putting it all together
  34. 34. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimWhat maturity looks like• Enterprise-wide transformation of processes• Scalable supporting capabilities - Social Business Unit• ROI derived from social business solutions - http://goo.gl/fb/ANfOW
  35. 35. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimSummary• Tech driven shifts in work and life set the stage• Early experiments, current stage moving towards maturity• Ten tenets of social business design
  36. 36. THANK YOUhttp://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim

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