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Social Business by Design
David Armano
Principal, Dachis Group
dachisgroup.com
                          Hello.    Logic + Emotion
                                   davidarmano.com
                                          @armano




                                                2
Social Business By Design | Date August, 2009




       “Social Media is like teen sex.
     Everyone wants to do it, nobody knows
      how. When it’s finally done, there is
          surprise it’s not better. ”

            Avinash Kaushick, Analytics Evangelist, Google




® 2009 Dachis Group. Confidential and Proprietary             3
Social Business By Design | Date August, 2009



Still, teens are having sex




® 2009 Dachis Group. Confidential and Proprietary   4
Social Business By Design | Date August, 2009



So, whatʼs changed? Command & control.




® 2009 Dachis Group. Confidential and Proprietary   5
Social Business By Design | Date August, 2009



Facilitation leads to engagement




® 2009 Dachis Group. Confidential and Proprietary   6
Social Business By Design | Date August, 2009


Engagement leads to participation



                                                                         Engagement
                                                                         Techniques
                                                                            Used




                                                    Broadcast
                                                   Techniques
                                                      Used




        “Comments, which were absent from the broadcast
     phase now represented almost 10% of the view rate.”
                                                   Source: Doug White, Social Media Today

® 2009 Dachis Group. Confidential and Proprietary                                            7
Social Business By Design | Date August, 2009




                       the network economy
         “America’s opportunity is to lead the network
        economy, not protect the industrial economy”
                                      ~John Gerzema, CIO Young & Rubicam

                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                           8
Social Business By Design | Date August, 2009



Facilitation




® 2009 Dachis Group. Confidential and Proprietary   9
Social Business By Design | Date August, 2009



Participation




® 2009 Dachis Group. Confidential and Proprietary   10
Social Business By Design | Date August, 2009



Facilitation




® 2009 Dachis Group. Confidential and Proprietary   11
Social Business By Design | Date August, 2009


Participation




® 2009 Dachis Group. Confidential and Proprietary   12
Social Business By Design | Date August, 2009



Reciprocation




® 2009 Dachis Group. Confidential and Proprietary   13
Social Business By Design | Date August, 2009


Social networks amplify




® 2009 Dachis Group. Confidential and Proprietary   14
Social Business By Design | Date August, 2009


Attention on the network is earned in streams




® 2009 Dachis Group. Confidential and Proprietary   15
Social Business By Design | Date August, 2009



Ripples in the streams




® 2009 Dachis Group. Confidential and Proprietary   16
Social Business By Design | Date August, 2009


Twitterʼs monetization?




“Twitter is allowed to use, copy, reproduce,
 process, adapt, modify, publish, transmit,
display and distribute your tweets because
         that's what we do.”~Biz Stone



® 2009 Dachis Group. Confidential and Proprietary   17
Social Business By Design | Date August, 2009




® 2009 Dachis Group. Confidential and Proprietary   18
Social Business By Design | Date August, 2009




® 2009 Dachis Group. Confidential and Proprietary   19
Social Business By Design | Date August, 2009




                                     100 people
               100 blogs, twitter accounts, facebook
                pages, etc. (that’s a lot of streams)




® 2009 Dachis Group. Confidential and Proprietary        20
Social Business By Design | Date August, 2009


Me-conomics 101




® 2009 Dachis Group. Confidential and Proprietary   21
Social Business By Design | Date August, 2009


The corporate social media curve




® 2009 Dachis Group. Confidential and Proprietary   22
Social Business By Design | Date August, 2009


Or skipping it the curve all together...




® 2009 Dachis Group. Confidential and Proprietary   23
Social Business By Design | Date August, 2009


Fooled you!




® 2009 Dachis Group. Confidential and Proprietary   24
Social Business By Design | Date August, 2009


Two ways to look at this:

“It is the most successful viral advertising ever.
We have cut through the media clutter. It has cost
us the same as a 30 second commercial, aired a
few times on TV’’ ~Peter Helstrup, Gray Advertising


                                                   VS.
“I think there is an audience for virals. I think there
is value in "cutting through." but pretending you are
a hot, slutty mommy when you are in fact a paid
actress is telling a lie and it will reflect back on your
brand.’’ ~Blog commenter
® 2009 Dachis Group. Confidential and Proprietary         25
Social Business By Design | Date August, 2009


Or is there?




“We deeply apologise that the film has offended a
lot of people — that certainly wasn't the idea. The
idea was to create a positive view of Denmark. In
order not to continue offending people, we have
removed the film from YouTube...’’
~VisitDenmark CEO Dorte Kiilerich




® 2009 Dachis Group. Confidential and Proprietary   26
Social Business By Design | Date August, 2009


Social business brings new challenges




® 2009 Dachis Group. Confidential and Proprietary   27
Social Business By Design | Date August, 2009


Social media marketing is only one part of the equation
                                                     social media marketing
                                                     (subset of entire marketing activities)




                                                                  legal
                                                              supply chain
                                                                    IT
                                                                corporate
                                                               distribution
                             business functions                   R&D
                         (which can be socialized)
                                                          product development
                                                             manufacturing
                                                                  etc…

® 2009 Dachis Group. Confidential and Proprietary
                                                     11
Social Business By Design | Date August, 2009


What about cultural shifts across the company?




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Social Business By Design | Date August, 2009


Putting your ecosystem to work for you




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Social Business By Design | Date August, 2009


Removing the barriers that separate




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Social Business By Design | Date August, 2009


...and divide
                                                   hierarchy + networks




® 2009 Dachis Group. Confidential and Proprietary
                                                           11
Social Business By Design | Date August, 2009


The network effect flattens and democratizes
          The “Round World” Way

                                                                                        N


                                                                                    APPROVE?
                                                                                                    Y



           1    Inspiration strikes.          2      Presents ideas        3   Boss either approves or denies.             4   If approved, individual
                                                     to “The Boss”.            If denied, confidence takes a slight hit.       has “permission” to share
                                                                                                                               with others.


                                                      Sharing Ideas in Flat vs. Round Worlds

          The “Flat World” Way


                                                                                               N

                                                                                             IDEA
                                                                        “PUBLISH”           TAKES
                                                                                             OFF?          Y



           1    Inspiration strikes.          2      “Presents” ideas      3   “Publishes” idea on social network.         4   If idea takes off,
                                                     to peers within           Waits to see if idea takes off.                 individual has established
                                                     social network.           If idea doesn’t gain traction—                  the credibility needed
                                                                               no harm done.                                   to share more ideas.
           © David // Armano   darmano.typepad.com

® 2009 Dachis Group. Confidential and Proprietary
                                                                                      11
Social Business By Design | Date August, 2009


Revenge of the worker bee




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Social Business By Design | Date August, 2009


 Better employees = better business
Listening:
“with employees, listening can turn rapidly into problem solving.”
talking: “post policy changes where everyone can read them and see how
they’re playing in Peoria”

Energizing:
“amplifies (an enthusiastic employee’s) voice across the entire Best Buy
employee bases. She spreads her positive thinking and advice, which has an
impact on stores everywhere.”

Supporting:
“employees can find the support they need from around the company”

Embracing:
“community turned out to be a way to surface both ideas and great talent”



 ® 2009 Dachis Group. Confidential and Proprietary
                                                    11
Social Business By Design | Date August, 2009


The digital watercooler




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Social Business By Design | Date August, 2009




               more challenges



® 2009 Dachis Group. Confidential and Proprietary   37
Social Business By Design | Date August, 2009



Participation creates scalability issues




® 2009 Dachis Group. Confidential and Proprietary   38
Social Business By Design | Date August, 2009


Personality is a plus, but...




  “I believe that people would rather have a conversation with a
     person than a brand.” ~Scott Monty, Ford Motor Company




® 2009 Dachis Group. Confidential and Proprietary              39
Social Business By Design | Date August, 2009


...individuals donʼt scale well




® 2009 Dachis Group. Confidential and Proprietary   40
Social Business By Design | Date August, 2009



 Some organizations are trying




imagine if your entire call center was a social business center




 ® 2009 Dachis Group. Confidential and Proprietary           41
Social Business By Design | Date August, 2009


 Signs of ROI




Dell Outlet has booked more than $3 million in revenue
attributable to its Twitter posts. In addition, the division has
done research showing that awareness of the outlet has
grown, too.
Source: Twitter 101

 ® 2009 Dachis Group. Confidential and Proprietary              42
Social Business By Design | Date August, 2009


Social business must be integrated (but often isnʼt)




® 2009 Dachis Group. Confidential and Proprietary   43
Social Business By Design | Date August, 2009




      the industrial machine rolls on

® 2009 Dachis Group. Confidential and Proprietary   44
Social Business By Design | Date August, 2009


Great PR & marketing, but is it integrated?




® 2009 Dachis Group. Confidential and Proprietary   45
Social Business By Design | Date August, 2009


Starbucks starts to connect the dots




® 2009 Dachis Group. Confidential and Proprietary   46
Social Business By Design | Date August, 2009


Starbucks starts to connect the dots




             70,000 ideas in first year
             Free coffee for Gold Card members on their birthday

             Starbucks VIP card

             Splash sticks

             Buy coffee beans, get a free cup of coffee




® 2009 Dachis Group. Confidential and Proprietary                   47
Social Business By Design | Date August, 2009


Hiring and staffing




® 2009 Dachis Group. Confidential and Proprietary   48
Social Business By Design | Date August, 2009


How many followers means credibility?




® 2009 Dachis Group. Confidential and Proprietary   49
Social Business By Design | Date August, 2009


Wanted: chief social officer?




® 2009 Dachis Group. Confidential and Proprietary   50
Social Business By Design | Date August, 2009


Measurement is a challenge




® 2009 Dachis Group. Confidential and Proprietary   51
Social Business By Design | Date August, 2009


Constructs to measure




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     52
Social Business By Design | Date August, 2009


Governance




                Source: Ambidanze on Flickr

® 2009 Dachis Group. Confidential and Proprietary   53
Social Business By Design | Date August, 2009


What policy do you have in place?




® 2009 Dachis Group. Confidential and Proprietary   54
Social Business By Design | Date August, 2009


Does your workflow facilitate matters?




   Source: Dell Outreach in the blogosphere, Scribd
® 2009 Dachis Group. Confidential and Proprietary      55
Social Business By Design | Date August, 2009


Organizational culture: open or closed?




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     56
Social Business By Design | Date August, 2009


An open culture (worth $900 million)




® 2009 Dachis Group. Confidential and Proprietary   57
Social Business By Design | Date August, 2009


Open cultures invite their constituents to participate




® 2009 Dachis Group. Confidential and Proprietary   58
Social Business By Design | Date August, 2009


A participatory ecosystem




® 2009 Dachis Group. Confidential and Proprietary   59
Social Business By Design | Date August, 2009


A participatory ecosystem




® 2009 Dachis Group. Confidential and Proprietary   60
Social Business By Design | Date August, 2009


A participatory ecosystem




® 2009 Dachis Group. Confidential and Proprietary   61
Social Business By Design | Date August, 2009


Being “open” is contagious




® 2009 Dachis Group. Confidential and Proprietary   62
Social Business By Design | Date August, 2009


Who benefits? Everyone.




® 2009 Dachis Group. Confidential and Proprietary   63
Social Business By Design | Date August, 2009


How does social integrate?




® 2009 Dachis Group. Confidential and Proprietary   64
Social Business By Design | Date August, 2009


  Centralization: aka command-and-control




                                                         Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications




  ® 2009 Dachis Group. Confidential and Proprietary                                                                       65
Social Business By Design | Date August, 2009


  Decentralization: aka free-for-all




                                                         Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications




  ® 2009 Dachis Group. Confidential and Proprietary                                                                       66
Social Business By Design | Date August, 2009


Shared services: a hybrid approach




                                                           Key:
  TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications



® 2009 Dachis Group. Confidential and Proprietary                                                                       67
Social Business By Design | Date August, 2009


When orchestration is done right...




® 2009 Dachis Group. Confidential and Proprietary   68
Social Business By Design | Date August, 2009


And when done wrong...




 “if a company does not begin its social media initiative with a
strong composition for all to follow; the orchestra would sound
 like a high school band room during warm up and prior to the
          conductor tapping his baton. Pandemonium!”
                                                   ~Laureen Earnest,   Source: ChrisBB@prodigy.net on Flickr


® 2009 Dachis Group. Confidential and Proprietary                                                     69
The experience is social



® 2009 Dachis Group. Confidential and Proprietary   70
Social Business By Design | Date August, 2009


     The building blocks of an experience


                                                                     experience
                            USEFUL                      USABLE        DESIRABLE         SUSTAINABLE

                         serves purpose                  intuitive      enjoyable          scalable

                         satisfies needs                   easy          pleasurable      maintainable

                              practical                 seamless         delightful       adaptive

                             functional                 accessible      memorable          pliable

                               helpful                   efficient      differentiated

                              effective
  The Basics
(often broken)

                                                                          USERS
                                                                          BRAND
                                                                        BUSINESS



                                                                     Foundation
     ® 2009 Dachis Group. Confidential and Proprietary

                                                                               71
Social Business By Design | Date August, 2009


     Now, add “social”


                                                                  social experience
                            USEFUL                      USABLE        DESIRABLE         SUSTAINABLE     SOCIAL

                         serves purpose                  intuitive      enjoyable          scalable     shareable

                         satisfies needs                    easy         pleasurable      maintainable     open

                              practical                  seamless        delightful       adaptive      distributed

                             functional                 accessible      memorable          pliable
                                                                                                         dynamic
                               helpful                   efficient      differentiated
                                                                                                        collective
                              effective                                                                                   Natural
  The Basics                                                                                                            Progression
(often broken)                                                                                                        (toward social
                                                                                                                       experiences)
                                                          EXTERNAL CUSTOMER PARTICIPATION
                                                        INTERNAL CONSTITUENT COLLABORATION
                                                               BUSINESS OPTIMIZATION



                                                                     Foundation
     ® 2009 Dachis Group. Confidential and Proprietary                                                                           72
“Design is the planning
       that lays the basis for
        the making of every
         object or system”


® 2009 Dachis Group. Confidential and Proprietary   73
Social Business By Design | Date August, 2009


Design




                                                   user experience




                Hardware: Industrial Design                          Software: User Interface Design


® 2009 Dachis Group. Confidential and Proprietary                                                       74
Social Business By Design | Date August, 2009


Business design



       content ecosystem                                                   support services

                                                   commerce ecosystem




                                                                         application ecosystem
     developer ecosystem



                                                      cloud services




              products                                                  supply chain ecosystem
® 2009 Dachis Group. Confidential and Proprietary                                                 75
Social Business By Design | Date August, 2009


Social business design




® 2009 Dachis Group. Confidential and Proprietary
                                                   76
Social Business Design is
 the intentional creation of
   dynamic and socially
    calibrated systems,
   process, and culture.

® 2009 Dachis Group. Confidential and Proprietary   77
Social Business By Design | Date August, 2009


Changes pushing business toward being more social




® 2009 Dachis Group. Confidential and Proprietary   78
Social Business By Design | Date August, 2009


Duct tape and bubble gum wonʼt cut it




® 2009 Dachis Group. Confidential and Proprietary   79
Social Business By Design | Date August, 2009


Itʼs time for social business by design




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     80
Social Business By Design | Date August, 2009


Four core archetypes




                                                          dachisgroup.com




 Ecosystem                                     Hivemind           Dynamic Signal   Metafilter




® 2009 Dachis Group. Confidential and Proprietary                                                81
Social Business By Design | Date August, 2009


Ecosystem (Connections)




                                                   dachisgroup.com




                                  From Disparate Silos To Connected Nodes



® 2009 Dachis Group. Confidential and Proprietary                            82
Social Business By Design | Date August, 2009


Hivemind (Culture)




                                                              dachisgroup.com




                                                   From Hoarding To Collaborating


® 2009 Dachis Group. Confidential and Proprietary                                    83
Social Business By Design | Date August, 2009


Dynamic Signal (Communication)




                                                                        dachisgroup.com




                                                   From Static To Dynamic


® 2009 Dachis Group. Confidential and Proprietary                                          84
Social Business By Design | Date August, 2009


Metafilter (Content)




                                                                        dachisgroup.com




                                             From Filter Failure To Clear Signals


® 2009 Dachis Group. Confidential and Proprietary                                          85
Social Business By Design | Date August, 2009


Why?

                                                                            Leveraged
                                                   +                 =          &
                                                                            Emergent
                                                                            Outcomes




 •Cost savings and efficiencies                        •Improved collaborative processes

 •Informed social marketing strategies                 •Adaptable business practices

 •New product & service offerings/innovations          •Customer growth, retention and sustainability

                                                       •Expansion into new markets


® 2009 Dachis Group. Confidential and Proprietary                                               86
Social Business By Design | Date August, 2009




 because it’s time to
      grow up


® 2009 Dachis Group. Confidential and Proprietary   87
Social Business By Design | Date August, 2009




   “social” will be
replaced by “it’s how
  we do business”
® 2009 Dachis Group. Confidential and Proprietary   88
David Armano
Principal, Dachis Group
                          Thank    Logic + Emotion
                                  davidarmano.com


                           You
dachisgroup.com                          @armano




                                               89
Social Business by Design

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Social Business By Design

  • 2. David Armano Principal, Dachis Group dachisgroup.com Hello. Logic + Emotion davidarmano.com @armano 2
  • 3. Social Business By Design | Date August, 2009 “Social Media is like teen sex. Everyone wants to do it, nobody knows how. When it’s finally done, there is surprise it’s not better. ” Avinash Kaushick, Analytics Evangelist, Google ® 2009 Dachis Group. Confidential and Proprietary 3
  • 4. Social Business By Design | Date August, 2009 Still, teens are having sex ® 2009 Dachis Group. Confidential and Proprietary 4
  • 5. Social Business By Design | Date August, 2009 So, whatʼs changed? Command & control. ® 2009 Dachis Group. Confidential and Proprietary 5
  • 6. Social Business By Design | Date August, 2009 Facilitation leads to engagement ® 2009 Dachis Group. Confidential and Proprietary 6
  • 7. Social Business By Design | Date August, 2009 Engagement leads to participation Engagement Techniques Used Broadcast Techniques Used “Comments, which were absent from the broadcast phase now represented almost 10% of the view rate.” Source: Doug White, Social Media Today ® 2009 Dachis Group. Confidential and Proprietary 7
  • 8. Social Business By Design | Date August, 2009 the network economy “America’s opportunity is to lead the network economy, not protect the industrial economy” ~John Gerzema, CIO Young & Rubicam dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 8
  • 9. Social Business By Design | Date August, 2009 Facilitation ® 2009 Dachis Group. Confidential and Proprietary 9
  • 10. Social Business By Design | Date August, 2009 Participation ® 2009 Dachis Group. Confidential and Proprietary 10
  • 11. Social Business By Design | Date August, 2009 Facilitation ® 2009 Dachis Group. Confidential and Proprietary 11
  • 12. Social Business By Design | Date August, 2009 Participation ® 2009 Dachis Group. Confidential and Proprietary 12
  • 13. Social Business By Design | Date August, 2009 Reciprocation ® 2009 Dachis Group. Confidential and Proprietary 13
  • 14. Social Business By Design | Date August, 2009 Social networks amplify ® 2009 Dachis Group. Confidential and Proprietary 14
  • 15. Social Business By Design | Date August, 2009 Attention on the network is earned in streams ® 2009 Dachis Group. Confidential and Proprietary 15
  • 16. Social Business By Design | Date August, 2009 Ripples in the streams ® 2009 Dachis Group. Confidential and Proprietary 16
  • 17. Social Business By Design | Date August, 2009 Twitterʼs monetization? “Twitter is allowed to use, copy, reproduce, process, adapt, modify, publish, transmit, display and distribute your tweets because that's what we do.”~Biz Stone ® 2009 Dachis Group. Confidential and Proprietary 17
  • 18. Social Business By Design | Date August, 2009 ® 2009 Dachis Group. Confidential and Proprietary 18
  • 19. Social Business By Design | Date August, 2009 ® 2009 Dachis Group. Confidential and Proprietary 19
  • 20. Social Business By Design | Date August, 2009 100 people 100 blogs, twitter accounts, facebook pages, etc. (that’s a lot of streams) ® 2009 Dachis Group. Confidential and Proprietary 20
  • 21. Social Business By Design | Date August, 2009 Me-conomics 101 ® 2009 Dachis Group. Confidential and Proprietary 21
  • 22. Social Business By Design | Date August, 2009 The corporate social media curve ® 2009 Dachis Group. Confidential and Proprietary 22
  • 23. Social Business By Design | Date August, 2009 Or skipping it the curve all together... ® 2009 Dachis Group. Confidential and Proprietary 23
  • 24. Social Business By Design | Date August, 2009 Fooled you! ® 2009 Dachis Group. Confidential and Proprietary 24
  • 25. Social Business By Design | Date August, 2009 Two ways to look at this: “It is the most successful viral advertising ever. We have cut through the media clutter. It has cost us the same as a 30 second commercial, aired a few times on TV’’ ~Peter Helstrup, Gray Advertising VS. “I think there is an audience for virals. I think there is value in "cutting through." but pretending you are a hot, slutty mommy when you are in fact a paid actress is telling a lie and it will reflect back on your brand.’’ ~Blog commenter ® 2009 Dachis Group. Confidential and Proprietary 25
  • 26. Social Business By Design | Date August, 2009 Or is there? “We deeply apologise that the film has offended a lot of people — that certainly wasn't the idea. The idea was to create a positive view of Denmark. In order not to continue offending people, we have removed the film from YouTube...’’ ~VisitDenmark CEO Dorte Kiilerich ® 2009 Dachis Group. Confidential and Proprietary 26
  • 27. Social Business By Design | Date August, 2009 Social business brings new challenges ® 2009 Dachis Group. Confidential and Proprietary 27
  • 28. Social Business By Design | Date August, 2009 Social media marketing is only one part of the equation social media marketing (subset of entire marketing activities) legal supply chain IT corporate distribution business functions R&D (which can be socialized) product development manufacturing etc… ® 2009 Dachis Group. Confidential and Proprietary 11
  • 29. Social Business By Design | Date August, 2009 What about cultural shifts across the company? ® 2009 Dachis Group. Confidential and Proprietary 11
  • 30. Social Business By Design | Date August, 2009 Putting your ecosystem to work for you ® 2009 Dachis Group. Confidential and Proprietary 11
  • 31. Social Business By Design | Date August, 2009 Removing the barriers that separate ® 2009 Dachis Group. Confidential and Proprietary 11
  • 32. Social Business By Design | Date August, 2009 ...and divide hierarchy + networks ® 2009 Dachis Group. Confidential and Proprietary 11
  • 33. Social Business By Design | Date August, 2009 The network effect flattens and democratizes The “Round World” Way N APPROVE? Y 1 Inspiration strikes. 2 Presents ideas 3 Boss either approves or denies. 4 If approved, individual to “The Boss”. If denied, confidence takes a slight hit. has “permission” to share with others. Sharing Ideas in Flat vs. Round Worlds The “Flat World” Way N IDEA “PUBLISH” TAKES OFF? Y 1 Inspiration strikes. 2 “Presents” ideas 3 “Publishes” idea on social network. 4 If idea takes off, to peers within Waits to see if idea takes off. individual has established social network. If idea doesn’t gain traction— the credibility needed no harm done. to share more ideas. © David // Armano darmano.typepad.com ® 2009 Dachis Group. Confidential and Proprietary 11
  • 34. Social Business By Design | Date August, 2009 Revenge of the worker bee ® 2009 Dachis Group. Confidential and Proprietary 11
  • 35. Social Business By Design | Date August, 2009 Better employees = better business Listening: “with employees, listening can turn rapidly into problem solving.” talking: “post policy changes where everyone can read them and see how they’re playing in Peoria” Energizing: “amplifies (an enthusiastic employee’s) voice across the entire Best Buy employee bases. She spreads her positive thinking and advice, which has an impact on stores everywhere.” Supporting: “employees can find the support they need from around the company” Embracing: “community turned out to be a way to surface both ideas and great talent” ® 2009 Dachis Group. Confidential and Proprietary 11
  • 36. Social Business By Design | Date August, 2009 The digital watercooler ® 2009 Dachis Group. Confidential and Proprietary 11
  • 37. Social Business By Design | Date August, 2009 more challenges ® 2009 Dachis Group. Confidential and Proprietary 37
  • 38. Social Business By Design | Date August, 2009 Participation creates scalability issues ® 2009 Dachis Group. Confidential and Proprietary 38
  • 39. Social Business By Design | Date August, 2009 Personality is a plus, but... “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company ® 2009 Dachis Group. Confidential and Proprietary 39
  • 40. Social Business By Design | Date August, 2009 ...individuals donʼt scale well ® 2009 Dachis Group. Confidential and Proprietary 40
  • 41. Social Business By Design | Date August, 2009 Some organizations are trying imagine if your entire call center was a social business center ® 2009 Dachis Group. Confidential and Proprietary 41
  • 42. Social Business By Design | Date August, 2009 Signs of ROI Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too. Source: Twitter 101 ® 2009 Dachis Group. Confidential and Proprietary 42
  • 43. Social Business By Design | Date August, 2009 Social business must be integrated (but often isnʼt) ® 2009 Dachis Group. Confidential and Proprietary 43
  • 44. Social Business By Design | Date August, 2009 the industrial machine rolls on ® 2009 Dachis Group. Confidential and Proprietary 44
  • 45. Social Business By Design | Date August, 2009 Great PR & marketing, but is it integrated? ® 2009 Dachis Group. Confidential and Proprietary 45
  • 46. Social Business By Design | Date August, 2009 Starbucks starts to connect the dots ® 2009 Dachis Group. Confidential and Proprietary 46
  • 47. Social Business By Design | Date August, 2009 Starbucks starts to connect the dots 70,000 ideas in first year Free coffee for Gold Card members on their birthday Starbucks VIP card Splash sticks Buy coffee beans, get a free cup of coffee ® 2009 Dachis Group. Confidential and Proprietary 47
  • 48. Social Business By Design | Date August, 2009 Hiring and staffing ® 2009 Dachis Group. Confidential and Proprietary 48
  • 49. Social Business By Design | Date August, 2009 How many followers means credibility? ® 2009 Dachis Group. Confidential and Proprietary 49
  • 50. Social Business By Design | Date August, 2009 Wanted: chief social officer? ® 2009 Dachis Group. Confidential and Proprietary 50
  • 51. Social Business By Design | Date August, 2009 Measurement is a challenge ® 2009 Dachis Group. Confidential and Proprietary 51
  • 52. Social Business By Design | Date August, 2009 Constructs to measure dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 52
  • 53. Social Business By Design | Date August, 2009 Governance Source: Ambidanze on Flickr ® 2009 Dachis Group. Confidential and Proprietary 53
  • 54. Social Business By Design | Date August, 2009 What policy do you have in place? ® 2009 Dachis Group. Confidential and Proprietary 54
  • 55. Social Business By Design | Date August, 2009 Does your workflow facilitate matters? Source: Dell Outreach in the blogosphere, Scribd ® 2009 Dachis Group. Confidential and Proprietary 55
  • 56. Social Business By Design | Date August, 2009 Organizational culture: open or closed? dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 56
  • 57. Social Business By Design | Date August, 2009 An open culture (worth $900 million) ® 2009 Dachis Group. Confidential and Proprietary 57
  • 58. Social Business By Design | Date August, 2009 Open cultures invite their constituents to participate ® 2009 Dachis Group. Confidential and Proprietary 58
  • 59. Social Business By Design | Date August, 2009 A participatory ecosystem ® 2009 Dachis Group. Confidential and Proprietary 59
  • 60. Social Business By Design | Date August, 2009 A participatory ecosystem ® 2009 Dachis Group. Confidential and Proprietary 60
  • 61. Social Business By Design | Date August, 2009 A participatory ecosystem ® 2009 Dachis Group. Confidential and Proprietary 61
  • 62. Social Business By Design | Date August, 2009 Being “open” is contagious ® 2009 Dachis Group. Confidential and Proprietary 62
  • 63. Social Business By Design | Date August, 2009 Who benefits? Everyone. ® 2009 Dachis Group. Confidential and Proprietary 63
  • 64. Social Business By Design | Date August, 2009 How does social integrate? ® 2009 Dachis Group. Confidential and Proprietary 64
  • 65. Social Business By Design | Date August, 2009 Centralization: aka command-and-control Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications ® 2009 Dachis Group. Confidential and Proprietary 65
  • 66. Social Business By Design | Date August, 2009 Decentralization: aka free-for-all Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications ® 2009 Dachis Group. Confidential and Proprietary 66
  • 67. Social Business By Design | Date August, 2009 Shared services: a hybrid approach Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications ® 2009 Dachis Group. Confidential and Proprietary 67
  • 68. Social Business By Design | Date August, 2009 When orchestration is done right... ® 2009 Dachis Group. Confidential and Proprietary 68
  • 69. Social Business By Design | Date August, 2009 And when done wrong... “if a company does not begin its social media initiative with a strong composition for all to follow; the orchestra would sound like a high school band room during warm up and prior to the conductor tapping his baton. Pandemonium!” ~Laureen Earnest, Source: ChrisBB@prodigy.net on Flickr ® 2009 Dachis Group. Confidential and Proprietary 69
  • 70. The experience is social ® 2009 Dachis Group. Confidential and Proprietary 70
  • 71. Social Business By Design | Date August, 2009 The building blocks of an experience experience USEFUL USABLE DESIRABLE SUSTAINABLE serves purpose intuitive enjoyable scalable satisfies needs easy pleasurable maintainable practical seamless delightful adaptive functional accessible memorable pliable helpful efficient differentiated effective The Basics (often broken) USERS BRAND BUSINESS Foundation ® 2009 Dachis Group. Confidential and Proprietary 71
  • 72. Social Business By Design | Date August, 2009 Now, add “social” social experience USEFUL USABLE DESIRABLE SUSTAINABLE SOCIAL serves purpose intuitive enjoyable scalable shareable satisfies needs easy pleasurable maintainable open practical seamless delightful adaptive distributed functional accessible memorable pliable dynamic helpful efficient differentiated collective effective Natural The Basics Progression (often broken) (toward social experiences) EXTERNAL CUSTOMER PARTICIPATION INTERNAL CONSTITUENT COLLABORATION BUSINESS OPTIMIZATION Foundation ® 2009 Dachis Group. Confidential and Proprietary 72
  • 73. “Design is the planning that lays the basis for the making of every object or system” ® 2009 Dachis Group. Confidential and Proprietary 73
  • 74. Social Business By Design | Date August, 2009 Design user experience Hardware: Industrial Design Software: User Interface Design ® 2009 Dachis Group. Confidential and Proprietary 74
  • 75. Social Business By Design | Date August, 2009 Business design content ecosystem support services commerce ecosystem application ecosystem developer ecosystem cloud services products supply chain ecosystem ® 2009 Dachis Group. Confidential and Proprietary 75
  • 76. Social Business By Design | Date August, 2009 Social business design ® 2009 Dachis Group. Confidential and Proprietary 76
  • 77. Social Business Design is the intentional creation of dynamic and socially calibrated systems, process, and culture. ® 2009 Dachis Group. Confidential and Proprietary 77
  • 78. Social Business By Design | Date August, 2009 Changes pushing business toward being more social ® 2009 Dachis Group. Confidential and Proprietary 78
  • 79. Social Business By Design | Date August, 2009 Duct tape and bubble gum wonʼt cut it ® 2009 Dachis Group. Confidential and Proprietary 79
  • 80. Social Business By Design | Date August, 2009 Itʼs time for social business by design dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 80
  • 81. Social Business By Design | Date August, 2009 Four core archetypes dachisgroup.com Ecosystem Hivemind Dynamic Signal Metafilter ® 2009 Dachis Group. Confidential and Proprietary 81
  • 82. Social Business By Design | Date August, 2009 Ecosystem (Connections) dachisgroup.com From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Confidential and Proprietary 82
  • 83. Social Business By Design | Date August, 2009 Hivemind (Culture) dachisgroup.com From Hoarding To Collaborating ® 2009 Dachis Group. Confidential and Proprietary 83
  • 84. Social Business By Design | Date August, 2009 Dynamic Signal (Communication) dachisgroup.com From Static To Dynamic ® 2009 Dachis Group. Confidential and Proprietary 84
  • 85. Social Business By Design | Date August, 2009 Metafilter (Content) dachisgroup.com From Filter Failure To Clear Signals ® 2009 Dachis Group. Confidential and Proprietary 85
  • 86. Social Business By Design | Date August, 2009 Why? Leveraged + = & Emergent Outcomes •Cost savings and efficiencies •Improved collaborative processes •Informed social marketing strategies •Adaptable business practices •New product & service offerings/innovations •Customer growth, retention and sustainability •Expansion into new markets ® 2009 Dachis Group. Confidential and Proprietary 86
  • 87. Social Business By Design | Date August, 2009 because it’s time to grow up ® 2009 Dachis Group. Confidential and Proprietary 87
  • 88. Social Business By Design | Date August, 2009 “social” will be replaced by “it’s how we do business” ® 2009 Dachis Group. Confidential and Proprietary 88
  • 89. David Armano Principal, Dachis Group Thank Logic + Emotion davidarmano.com You dachisgroup.com @armano 89