Designing a Successful Social Business for ROI
 

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Executive Vice President of Strategy for Dachis Group, Dion Hinchcliffe presents: Designing a Successful Social Business Solution for High-Impact ROI ...

Executive Vice President of Strategy for Dachis Group, Dion Hinchcliffe presents: Designing a Successful Social Business Solution for High-Impact ROI
@dhinchcliffe

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Designing a Successful Social Business for ROI Presentation Transcript

  • 1. Designing a Successful Social BusinessSolution for High-Impact ROIDion Hinchcliffe (@dhinchcliffe) Sponsored by
  • 2. Introduction Spring 2012 Dion Hinchcliffe • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • ebizQ’s Next-Generation Enterprises • http://www.ebizq.net/blogs/enterprise •• EVP of Strategy http://dachisgroup.com • mailto:dion.hinchcliffe@dachisgroup.com • : @dhinchcliffe® 2012 Dachis Group 2
  • 3. Dachis GroupSocial 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.• The most complete and business-focused statement on what social business is and why it’s strategically vital.• Recently #1 in Amazon’s Hot New Releases• Companion Web site at http://socialbusinessbydesign.com(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 3
  • 4. Dachis GroupState of the Art in Social Business• Efforts are more strategic and Strategic Business growing faster than ever before Communities• Virtually all data continue to show sustained real-world benefits (McKinsey, IBM, Frost and Sullivan, AIIM)• Everything is becoming social: Social features are appearing in virtually all new user experiences• There continues to be considerable confusion about who “owns” social in the organization• The predicted social data explosion: It happened• Mining insight from social data has now become a major industry (#bigdata, #analytics)• The blur between internal and external social business has not progressed as far as many thought• The first serious talk about open social business standards has begun(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 4
  • 5. Dachis Group Other Key Social Business Trends for 2012 social analytics and BI better integrated social business processes more budget enterprise-level organization Social Business move to mobile for social business internal external blurring begins but social apps does not widely occur community management becomes strategic(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 5
  • 6. Dachis Group(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
  • 7. Dachis Group 30K Enterprise 2.0 Story 25K Go/No Go Stand-Alone Decision for Solution Global Launch 20K Acquired Owners Board Member Sponsor 15K Concept Pilot Launch 10K connect.BASF First Conceived by Expert 5K Internal Think Tank Interdisciplinary Communities & Team Advocates Launch User Involvement Communication Base 2007 2008 2009 2010 2011(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
  • 8. Looking at the data® 2012 Dachis Group 13
  • 9. Dachis Group Types of Business Gains Possible with Enterprise Social Media Self-Reported Average Industry Improvements From Large Organizations 25-30% faster access to expertise 10-20% reduction in 30% faster customer travel and Increased Productivity Revenue Creation care processescommunication costs Overcoming Shorter distance and external time zone support 10-15% reduction in barriers to cycles collaboration 18% higher customercommunication costs satisfaction 10% decrease in Self- Faster 10% higher customer operational costs service Increased content location of customer loyalty experts satisfaction sharing More Better & retention rapid new business hire ramp- decisions up Improved connections Less time between spent departments 15% increase in 20-30% increase in looking for and internal Improved information teams global sales successful innovations access to expertise processes & ideas 30% increase in 10% increased revenue Cost Reduction Connected Culture speed of access to knowledge 35% increase in collaboration 20% lower communication costsSource: Synthesis of McKinsey, Dachis Group, and other social business benefits data. (cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 14
  • 10. Dachis GroupFully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 15
  • 11. 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) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 16
  • 12. Social isn’t happening in a vacuum• Major forces of change co-exist• Many of these significantly impact social® 2012 Dachis Group 17
  • 13. Dachis GroupThe good news: Technology and productivity(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 18
  • 14. Dachis GroupBut is this coming from technology investments?(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 19
  • 15. Dachis GroupWho is currently leading innovation?(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 20
  • 16. Dachis GroupYet 60% of CIOs believe they should be drivinggrowth and productivity. Source: Deloitte Survey, 2011(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 21
  • 17. Dachis GroupBut technology change is happening fastertoday than ever before • A tsunami of new mobile devices and technologies • A pervasive wave of social media • The rumbles of cloud computing and SaaS • The shift to DIY • A flood of Big Data(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 22
  • 18. Dachis GroupA perfect storm of change(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 23
  • 19. Dachis GroupHappening almost all at once(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 24
  • 20. Dachis GroupKey data point #1: Mobile• Smart mobile devices outshipped PCs in early 2011• Tablets are expected to on par with PCs by 2015• Smart mobility strategies (particularly the iPad) have now become a top priority of most Fortune 500 CIOs• Global mobile data going geometric is going to be the largest challenge to growth and use• App stores are creating all new conduits between IT suppliers and workers(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 25
  • 21. Dachis Group Mobile Internet Ramping Up Faster Than Desktop Internet by 5x Source: Mary Meeker, Morgan Stanley(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
  • 22. Dachis GroupKey data point #2 The Adoption Rates of E-mail, Social Networks, and E2.0• Social is now the dominant form of 1B Internet 100% communication on projected the planet 750M 75% Enterprises Global Users Percent of• Enterprises are 2-4 imate years behind the high est 50% rest of the world. 500M low estimat e• Yet data shows 25% that revenue of 250M social businesses 2006 2007 2008 2009 2010 2011 is 24% higher on average. Consumer Social E-mail Enterprise 2.0 Profitability is Networks better too. Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC- Source: McKinsey and Frost & Sullivan(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 27
  • 23. Dachis GroupSocial + data analytics = business intelligence(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
  • 24. Dachis GroupWhat a social business ecosystem looks like • Complete view of internal and external social media • Analytics and visualization of vital trends and events • Automated evaluation and prioritization of strategy & policy issues Big • Operational pipeline Data Listen & Analyze • Business objectives • Social business “rules of the road” • Social media policy Social Innovation • Structural and process reforms Social Marketing Guide Strategy • Transformational Social CRM roadmap and Social Workforce Policy Crowdsourcing The World Social Business • Manage, support, and Community cultivate the participative aspects of social media- Management Engage based business solutions, both internal and external • Interact with customers, business partners, and workers to help and guide Feedback Loop them towards useful and virtuous cycle business outcomes (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
  • 25. Dachis Group Examples: FoldIt, YouTube, MTurk Tenet #1: Anyone can participate.(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 30
  • 26. Dachis Group Examples: Open source, Intuit, SAP Tenet #2: Create shared value by default.(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 31
  • 27. Dachis Group Examples: reCAPTCHA, Chevy Apprentice, MSDN Tenet #3: While participation is self- organizing, the focus is on business outcomes.(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 32
  • 28. Dachis Group Examples: Crash The Superbowl, HBO True Blood Large Scale Social Experience Tenet #4: Enlist a large enough community to derive the desired result.(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 33
  • 29. Dachis Group Examples: MEC, Threadless, Toyota Brake Crises Tenet #5: Engage the right community for the business purpose.(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 34
  • 30. Dachis GroupTurnaround possible when correct communityidentified(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved. 35
  • 31. Dachis GroupKey Success Factors• Everyone must be able to participate• Turn on network effects by default• Cultivate the right communities• Plan for change and the unexpected• Remove barriers to participation• Listen, analyze, and engage continuously• Integrate social into the flow of work(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
  • 32. May 2012Thank you