Dachis Group6 -- PROCESSES THAT Social Media Week New York 2013 Talk on Engagement At Scale

The Next Phase of Social Business:Engagement at Scale

Introduction Spring 2012 Dion Hinchcliffe • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • InformationWeek’s Social Business By Design • http://informationweek.com/thebrainyard •• Chief Strategy Ofﬁcer http://dachisgroup.com • mailto:dion.hinchcliffe@dachisgroup.com • : @dhinchcliffe® 2012 Dachis Group 2

Social has been around for a while now

Telephone 1890

Internet Email 1993

Change is happening faster... Life Expectancy of S&P 500 Company Pace of Technology Change

Blogs2003

Web 2.0 2004

Social Media 2005

Enterprise 2.0 2006

Social Business 2008

What’s next?

transactions engagement

CORPORATIONS ARE ONLY SLOWLYADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION The Adoption Rates of E-mail, Social Networks, and #SocBiz 1B 100% projected 750M 75% Enterprises Percent of imate high est 50% 500M e low estimat 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC

EngagementWe spend a LOT to try to achieve it...$ 600B A Year

Premise:Social Is the Ideal Platform to Engage@Scale

What happens when we don’t?

What happens when you do? A fading brand, catapulted to #1 in its category within 90 days.

Can be used to drivebusiness outcomes in scale: Sales Customer Retention Customer Care Product Development Crisis Resolution

Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value Awareness Passion Mindshare Advocacy THE ENGAGEMENT PROGRESSION

Current Approach#FAIL

Bigger staffs #FAILYou can’t staff into capitalizing on engagement @ scaleA staff of 11

So is thereanother approach?

To engage @ scale, we can mobilize our constituentsExtending your reach® 2011 Dachis Group. Confidential and Proprietary

Organize our employees EmployeesOrganize youremployees toengage withthe market...® 2011 Dachis Group. Confidential and Proprietary

Coordinate our partners Partners... thencoordinateyour partnersto engage withthe market...® 2011 Dachis Group. Confidential and Proprietary

Activate our advocates Advocates...then activateyour advocatesto engage withthe market® 2011 Dachis Group. Confidential and Proprietary

Engagement @ Scale All coordinated and working together to understand their own goals and their contribution to® 2011 Dachis Group. Confidential and Proprietary performance

...because, your advocates are actually better at engagement than you

With Real and Lasting Business Value Text

Dachis GroupFully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey Only fully social organizations can tap into the $1.3 trillion social business opportunity(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 33

Dachis GroupThe problem?• 96% of internal and external social business efforts are not connected- Source: , August, 2012• Yet that’s where the most ROI is, by far(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 34

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) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 35

Dachis GroupBut what breakthrough will get us there? Big Data: The Moving Parts Increasing Age & Maturity Hadoop Hive unsupervised learning Vertica SciPy social media analytics MapReduce sentiment analysis Mahout Esper predictive modeling MATLAB Business kdb BPO BI Objectives Revolution R Greenplum network analysis ETL Netezza SPSS AMPL visualization ECL Teradata SAS simulation Fast Data Big Analytics Deep Insight From http://blogs.zdnet.com/Hinchcliffe the growth of data will be exponential for the foreseeable future terabytes petabytes exabytes zettabytes the amount of data stored by the average company today (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.

The Process(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 37

Dachis Group1 -- LISTEN (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 38

Dachis Group2 -- FILTER Business Relevancy(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 39

Dachis Group3 -- ANALYZE Understand the Business Context & Priority of Relevant Conversations (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 40

Dachis Group4 -- MOBILIZE ADVOCATES (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 41

Dachis Group5 -- TRANSFORM FOR ENGAGEMENT(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 42

Dachis Group6 -- PROCESSES THAT SCALE(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 43

Dachis Group7 -- A CLOSED LOOP ENGAGEMENT PROCESS(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 44

Dachis Group8 -- DISRUPT YOUR COMPETITION(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 45

Dachis GroupThe full story is in Social 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 from nearly 100 high-impact examples.• The most complete and actionable statement on social business and why it’s strategically vital.• Recently #1 in Amazon’s Hot New Releases• Companion Web site at http://socialbusinessbydesign.com(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 46

Thank You