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2011 SBS Sydney | Peter Kim, Dachis Group SBD: A Global Vision
1. Social Business Design: A Global Vision
Peter Kim
Managing Director, North America
2 March 2011
2. 2
Two slides about Dachis Group
Ā® 2011 Dachis Group. Confidential and Proprietary
3. Social Business Summit Sydney | 2 March 2011
We are 200+ professionals in ten cities worldwide
Ā® 2011 Dachis Group. Confidential and Proprietary
4. Social Business Summit Sydney | 2 March 2011
We are 200+ professionals in ten cities worldwide
Austin
London
New York
Portland
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
Ā® 2011 Dachis Group. Confidential and Proprietary
5. Social Business Summit Sydney | 2 March 2011
Who weŹ¼ve worked with
Ā® 2011 Dachis Group. Confidential and Proprietary
7. 5
A bit of industry history
Ā® 2011 Dachis Group. Confidential and Proprietary
8. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
9. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
10. Social Business Summit Sydney | 2 March 2011
Then in 2006...
Ā® 2011 Dachis Group. Confidential and Proprietary
11. Social Business Summit Sydney | 2 March 2011
Then in 2006...
Ā® 2011 Dachis Group. Confidential and Proprietary
12. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
13. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
14. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
15. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
16. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
17. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
18. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
19. Social Business Summit Sydney | 2 March 2011
Saved by a tweet
Ā® 2011 Dachis Group. Confidential and Proprietary
20. Social Business Summit Sydney | 2 March 2011
Saved by a group
Ā® 2011 Dachis Group. Confidential and Proprietary
21. Social Business Summit Sydney | 2 March 2011
Discovered as an international star
Ā® 2011 Dachis Group. Confidential and Proprietary
22. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
23. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
24. But not so fast...
Ā® 2011 Dachis Group. Confidential and Proprietary
25. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
26. Social Business Summit Sydney | 2 March 2011
Dell hell
Ā® 2011 Dachis Group. Confidential and Proprietary
27. Social Business Summit Sydney | 2 March 2011
The Great HSBC student rip-off
Ā® 2011 Dachis Group. Confidential and Proprietary
28. Social Business Summit Sydney | 2 March 2011
Motrin Moms
Ā® 2011 Dachis Group. Confidential and Proprietary
29. Social Business Summit Sydney | 2 March 2011
People want personal benefit
Source: CarbonNYC on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
30. Social Business Summit Sydney | 2 March 2011
People want personal benefit
Source: CarbonNYC on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
31. Social Business Summit Sydney | 2 March 2011
Selecting a tool is difficult
Ā® 2011 Dachis Group. Confidential and Proprietary
32. Social Business Summit Sydney | 2 March 2011
Selecting a tool is difficult
ā¢ Blogs.
ā¢ Bebo. Bit.ly. Bloglines. Cyworld. Delicious.
digg. Disqus. Dopplr. Drop.io. Facebook.
Feedburner. Flickr. Foursquare. FriendFeed.
Friendster. Google Buzz. Gowalla. hi5.
instagr.am. Jive. LinkedIn. LiveJournal. mixi.
MySpace. Ning. Orkut. Plancast. Posterous.
PubSubHub. reddit. renren. Scribd. Second
Life. Seesmic. Skyrock. SlideShare.
StudiVZ. StumbleUpon. TripIt. Tumblr.
Ā® 2011 Dachis Group. Confidential and Proprietary
33. Social Business Summit Sydney | 2 March 2011
Noise drowns out signal, causing filter failure
Ā® 2011 Dachis Group. Confidential and Proprietary
34. Social Business Summit Sydney | 2 March 2011
Noise drowns out signal, causing filter failure
Ā® 2011 Dachis Group. Confidential and Proprietary
35. Social Business Summit Sydney | 2 March 2011
Individuals donŹ¼t scale
Ā® 2011 Dachis Group. Confidential and Proprietary
36. Social Business Summit Sydney | 2 March 2011
Individuals donŹ¼t scale
?
Ā® 2011 Dachis Group. Confidential and Proprietary
37. Social Business Summit Sydney | 2 March 2011
Incorporating social is tough
Ā® 2011 Dachis Group. Confidential and Proprietary
38. ItŹ¼s time for social business
Ā® 2011 Dachis Group. Confidential and Proprietary
39. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
40. Social Business Summit Sydney | 2 March 2011
Ā® 2011 Dachis Group. Confidential and Proprietary
41. Social Business Summit Sydney | 2 March 2011
Our connections are getting faster...
Non-Dialup Dialup
Source: Australian Bureau of Statistics, June 2010
Ā® 2011 Dachis Group. Confidential and Proprietary
42. Social Business Summit Sydney | 2 March 2011
Our connections are getting faster...
Non-Dialup Dialup
Australian Internet Subscribers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Jun 2006 Sep 2006 Mar 2007 Dec 2007 Jun 2008 Dec 2008 Jun 2009 Dec 2009 Jun 2010
Source: Australian Bureau of Statistics, June 2010
Ā® 2011 Dachis Group. Confidential and Proprietary
43. Social Business Summit Sydney | 2 March 2011
...with increasingly powerful nodes
Source: Apple
Ā® 2011 Dachis Group. Confidential and Proprietary
44. Social Business Summit Sydney | 2 March 2011
...with increasingly powerful nodes
Source: Apple
Ā® 2011 Dachis Group. Confidential and Proprietary
45. Social Business Summit Sydney | 2 March 2011
We can office everywhere...
Source: re-ality on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
46. Social Business Summit Sydney | 2 March 2011
...and stay connected in the cloud
Ā® 2011 Dachis Group. Confidential and Proprietary
47. Social Business Summit Sydney | 2 March 2011
...and stay connected in the cloud
Ā® 2011 Dachis Group. Confidential and Proprietary
48. Social Business Summit Sydney | 2 March 2011
We live in public...
Credit: hyku on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
49. Social Business Summit Sydney | 2 March 2011
...and open up to the world
Source: antigone78 on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
50. Social Business Summit Sydney | 2 March 2011
...and open up to the world
Source: antigone78 on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
51. Social business by design
Ā® 2011 Dachis Group. Confidential and Proprietary
52. Social Business Summit Sydney | 2 March 2011
Connections Culture Communication Clarity
Ā® 2011 Dachis Group. Confidential and Proprietary
53. Social Business Summit Sydney | 2 March 2011
Connections
ā¢ To whom are you
connected and how?
Ā® 2011 Dachis Group. Confidential and Proprietary
54. Social Business Summit Sydney | 2 March 2011
The Westgate Studies
Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950
Ā® 2011 Dachis Group. Confidential and Proprietary
55. Social Business Summit Sydney | 2 March 2011
The Westgate Studies āpropinquityā
Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950
Ā® 2011 Dachis Group. Confidential and Proprietary
56. Social Business Summit Sydney | 2 March 2011
Fourth plinth, Trafalgar Square
ā¢ One & Other
- Antony Gormley
- Living portrait of the
UK
ā¢ 2,400 people
- One hour each
- 100 days
ā¢ Flickr, Twitter, and TV
coverage
ā¢ 2.5 million site visits
- Over 8 million
pageviews
- Tens of thousands
of comments
Ā® 2011 Dachis Group. Confidential and Proprietary
57. Social Business Summit Sydney | 2 March 2011
Are you siloed or networked?
Source: twiangulate.com
Ā® 2011 Dachis Group. Confidential and Proprietary
58. Social Business Summit Sydney | 2 March 2011
Are you siloed or networked?
Source: twiangulate.com
Ā® 2011 Dachis Group. Confidential and Proprietary
59. Social Business Summit Sydney | 2 March 2011
Culture
ā¢ Do you have a social
calibration?
Ā® 2011 Dachis Group. Confidential and Proprietary
60. Social Business Summit Sydney | 2 March 2011
If you had to rate your relationship with work...
Ā® 2011 Dachis Group. Confidential and Proprietary
61. Social Business Summit Sydney | 2 March 2011
If you had to rate your relationship with work...
Ā® 2011 Dachis Group. Confidential and Proprietary
62. Social Business Summit Sydney | 2 March 2011
A US$900 million socially calibrated culture
Source: Larry Tomlinson on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
63. Social Business Summit Sydney | 2 March 2011
A US$900 million socially calibrated culture
Source: Larry Tomlinson on Flickr
Ā® 2011 Dachis Group. Confidential and Proprietary
64. Social Business Summit Sydney | 2 March 2011
FortuneŹ¼s 100 Best Companies to Work for in America
vs. S&P 500
100 Best S&P 500
Ā® 2011 Dachis Group. Confidential and Proprietary
65. Social Business Summit Sydney | 2 March 2011
FortuneŹ¼s 100 Best Companies to Work for in America
vs. S&P 500
100 Best S&P 500
11%
10%
9%
8%
7%
6%
4%
3%
2%
1%
0%
1998 2010
Ā® 2011 Dachis Group. Confidential and Proprietary
66. Social Business Summit Sydney | 2 March 2011
How will you lead social business?
SOCIAL BUSINESS LEADERSHIP
Customer
Service
PR One throat to choke
Social Business
Managers
Creative Teacher Writer
Measurement
Listening Knowledge
Technology Project Community Manager
Manager Managers
Social Brand Managers
REGIONS OVERSIGHT
EXAMPLE
MARKETS
Ā® 2011 Dachis Group. Confidential and Proprietary
67. Social Business Summit Sydney | 2 March 2011
Communication
ā¢ Are you creating signal
or noise?
Ā® 2011 Dachis Group. Confidential and Proprietary
68. Social Business Summit Sydney | 2 March 2011
Communication as work, not for work
Ā® 2011 Dachis Group. Confidential and Proprietary
69. Social Business Summit Sydney | 2 March 2011
Communication as work, not for work
Ā® 2011 Dachis Group. Confidential and Proprietary
70. Social Business Summit Sydney | 2 March 2011
Nokia uses internal tools to broadcast signals
Ā® 2011 Dachis Group. Confidential and Proprietary
71. Social Business Summit Sydney | 2 March 2011
Does communication flow freely?
Ā® 2011 Dachis Group. Confidential and Proprietary
72. Social Business Summit Sydney | 2 March 2011
Does communication flow freely?
Ā® 2011 Dachis Group. Confidential and Proprietary
73. Social Business Summit Sydney | 2 March 2011
Clarity
ā¢ How can you measure
and ļ¬lter for meaning?
Ā® 2011 Dachis Group. Confidential and Proprietary
74. Social Business Summit Sydney | 2 March 2011
Analyze for meaning
Source: Nielsen Online
Ā® 2011 Dachis Group. Confidential and Proprietary
75. Social Business Summit Sydney | 2 March 2011
Measurement: where to start?
buzz demographics of target audience
social bookmarks
share of voice
inļ¬uence of consumers reached
followers
page views favorites
popularity
sentiment uploads
comments change in SEO rankings
downloads
embeds/installs
user views
number of UGC submissions
mainstream media mentions
effective CPM
contest entries
interaction rate likes
subscriptions
brand association clicks
fans tags added
savings per customer generated
through direct social media interactions
growth rate of fans/followers
Ā® 2011 Dachis Group. Confidential and Proprietary
76. Social Business Summit Sydney | 2 March 2011
Measure what you control, not just what you can
ā¢ Only measure things that provide insight
ā¢ DonŹ¼t measure things for the sake of measurement
Sources: overtone.com, facebook.com, sas.com
Ā® 2011 Dachis Group. Confidential and Proprietary
77. Are you designed for social business?
Ā® 2011 Dachis Group. Confidential and Proprietary
78. Social Business Summit Sydney | 2 March 2011
Social business organization models vary
POINT IN TIME
PROCESS
!"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!)
Ā® 2011 Dachis Group. Confidential and Proprietary
79. Social Business Summit Sydney | 2 March 2011
Social business organization models vary
POINT IN TIME
PROCESS
!"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!)
Ā® 2011 Dachis Group. Confidential and Proprietary
80. Social Business Summit Sydney | 2 March 2011
People: prepared to connect
Markets
Regions
Brand
Facilitation
Public Affairs
Coordination
Social
Business Best Practices
Facilitator
Shared
Consumer
Resources
Support
Brand
Management
Ā® 2011 Dachis Group. Confidential and Proprietary
81. Social Business Summit Sydney | 2 March 2011
Process: integrated across the matrix
SOCIAL BUSINESS HUB
MKT
PR HR
S BRANDS
C
R KNOWLEDGE
M LEGAL
CONSUMERS
ACTIONABLE STORES
VALUE
Ā® 2011 Dachis Group. Confidential and Proprietary
82. Social Business Summit Sydney | 2 March 2011
Technology: tools support engagement
I.M. WEB
LOYALTY
EASY URL EMAIL
INFLUENCERS
SHARE Blogs,
POINT Communities
LISTENING
SOCIAL SOCIAL
HUB APPLICATIONS
Widgets, Registration,
CRM
Mobile Apps
WEB
TRENDS
SOCIAL
SOCIAL SOCIAL MEDIA PLATFORMS
Twitter, Facebook,
ANALYTICS CRM YouTube, Blogs
COLLABORATION
BUSINESS DASHBOARD MOBILE SOCIAL Apps
Foursquare, Gowalla,
Etc.
Ā® 2011 Dachis Group. Confidential and Proprietary
83. Social Business Summit Sydney | 2 March 2011
Success: Social business by design
Ā® 2011 Dachis Group. Confidential and Proprietary
That’s not all that’s being created, or shared. \n\nThe photo/video community site Flickr launched in 2004 and a few years later hosted 3.5 million photos and now they host (c) more than 5 billion images. (c)\n
That’s not all that’s being created, or shared. \n\nThe photo/video community site Flickr launched in 2004 and a few years later hosted 3.5 million photos and now they host (c) more than 5 billion images. (c)\n
YouTube launched in 2005 and just a couple years later was hosting 6 million videos.\n\nToday (c) the number is 150 million, with 24 hours of new videos uploaded to the site every minute — 3/4 coming from outside the United States. (c)\n
YouTube launched in 2005 and just a couple years later was hosting 6 million videos.\n\nToday (c) the number is 150 million, with 24 hours of new videos uploaded to the site every minute — 3/4 coming from outside the United States. (c)\n
Facebook started with a bang, too. After a couple years it had 35 million users. Today, (c) there are 500 million active users.\n\nIf Facebook were a country it would be the 3rd largest on the planet, behind only China and India. (c)\n
Facebook started with a bang, too. After a couple years it had 35 million users. Today, (c) there are 500 million active users.\n\nIf Facebook were a country it would be the 3rd largest on the planet, behind only China and India. (c)\n
And people aren’t just creating content — (c) they’re making connections. (c)\n