Peter Kim, Community Conference 2012

Social Business By DesignPeter KimChief Strategy Ofﬁcer22 May 2012All content ® 2012 Dachis Group

About DACHIS GROUP

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

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimWe’ve worked with... Fortune 100

Never say never

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThings I said I’d never do• Join a startup

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimThings I said I’d never do• Join a startup• Move to Texas

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim

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

The book

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkimDesigning a social business

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

The ten tenets of social business

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #1 Anyone can participate

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participateBest Buy Community Forums Generates $5 mm annually

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

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #3 Focus on business outcomes

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

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #5 Engage the right community

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right communityAustin Solid Waste Services

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

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community “Austin Resource Recovery”

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #8 Listen and engage continuously

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

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

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

Putting it all together

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

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

THANK YOUhttp://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim

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Peter Kim, Community Conference 2012

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