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Social Business Design:
 Itʼs Clobberinʼ Time

@jeffdachis                  @armano
jeff@dachisgroup.com         david.armano@dachisgroup.com
http://www.dachisgroup.com   http://www.dachisgroup.com
Web 2.0 2009 | November 18, 2009


“Social media” doesnʼt need to be saved...




® 2009 Dachis Group. Confidential and Proprietary   2
Web 2.0 2009 | November 18, 2009


...It needs to be demolished




® 2009 Dachis Group. Confidential and Proprietary   3
Web 2.0 2009 | November 18, 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
Web 2.0 2009 | November 18, 2009




Exciting times




® 2009 Dachis Group. Confidential and Proprietary   5
Web 2.0 2009 | November 18, 2009




Interesting times




® 2009 Dachis Group. Confidential and Proprietary   6
Web 2.0 2009 | November 18, 2009




We have all been there.




® 2009 Dachis Group. Confidential and Proprietary   7
Web 2.0 2009 | November 18, 2009




The industrial economy has evolved. We live in a
networked economy. We need a network centric
organizational model to realize its potential.




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     8
Web 2.0 2009 | November 18, 2009




A shift towards social business




          New distributed, collaborative, and agile organizations are able to surpass
                    current barriers to growth in order to create new value

® 2009 Dachis Group. Confidential and Proprietary
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dachis Group. Confidential and Proprietary   10
Web 2.0 2009 | November 18, 2009




The definition of Social Business Design




                  • Social Business Design is the
                         intentional creation of socially
                         calibrated and dynamic business
                         systems, process and culture.




® 2009 Dachis Group. Confidential and Proprietary            11
Web 2.0 2009 | November 18, 2009




The definition of Social Business Design




                  • The Goal: Enhanced value
                        exchange among constituents
                        delivering improved and
                        emergent business outcomes




® 2009 Dachis Group. Confidential and Proprietary      12
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dachis Group. Confidential and Proprietary   13
Conceptual Framework and Set of Lenses
Businesses are made up of
Technology, People and Process




® 2009 Dachis Group. Confidential and Proprietary   14
Web 2.0 2009 | November 18, 2009




Business is made of Technology, People, and Process



                                                                              support
                       content ecosystem
                                                                              services
                                                   commerce ecosystem




                            developer                                        application
                            ecosystem                                        ecosystem

                                                      cloud services




                              products
                                                                        supply chain ecosystem

® 2009 Dachis Group. Confidential and Proprietary                                                 15
Conceptual Framework and Set of Lenses
Businesses Represent All Constituents




® 2009 Dachis Group. Confidential and Proprietary   16
Web 2.0 2009 | November 18, 2009




The shape of the business has fundamentally changed.
Businesses need to address value exchange with all
constituents wherever they are.




® 2009 Dachis Group. Confidential and Proprietary
                                                   17
Challenges



® 2009 Dachis Group. Confidential and Proprietary                18
Web 2.0 2009 | November 18, 2009


Participation creates scalability issues




® 2009 Dachis Group. Confidential and Proprietary   19
Web 2.0 2009 | November 18, 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              20
Web 2.0 2009 | November 18, 2009



...individuals donʼt scale well




® 2009 Dachis Group. Confidential and Proprietary   21
Web 2.0 2009 | November 18, 2009



 Some organizations are trying




imagine if your entire call center was a social business center




 ® 2009 Dachis Group. Confidential and Proprietary           22
Web 2.0 2009 | November 18, 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              23
Web 2.0 2009 | November 18, 2009




Social business must be integrated (but often isnʼt)




® 2009 Dachis Group. Confidential and Proprietary   24
Web 2.0 2009 | November 18, 2009




      the industrial machine rolls on

® 2009 Dachis Group. Confidential and Proprietary   25
Web 2.0 2009 | November 18, 2009


Great PR & marketing, but is it integrated?




® 2009 Dachis Group. Confidential and Proprietary   26
Web 2.0 2009 | November 18, 2009



Hiring and staffing




® 2009 Dachis Group. Confidential and Proprietary   27
Web 2.0 2009 | November 18, 2009




How many followers means credibility?




® 2009 Dachis Group. Confidential and Proprietary   28
Web 2.0 2009 | November 18, 2009



Wanted: chief social officer?




® 2009 Dachis Group. Confidential and Proprietary   29
Web 2.0 2009 | November 18, 2009



Measurement is a challenge




® 2009 Dachis Group. Confidential and Proprietary   30
Web 2.0 2009 | November 18, 2009



Constructs to measure?




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     31
Web 2.0 2009 | November 18, 2009



Governance




                Source: Ambidanze on Flickr

® 2009 Dachis Group. Confidential and Proprietary   32
Web 2.0 2009 | November 18, 2009



What policy do you have in place?




® 2009 Dachis Group. Confidential and Proprietary   33
Web 2.0 2009 | November 18, 2009


Does your workflow facilitate matters?




   Source: Dell Outreach in the blogosphere, Scribd
® 2009 Dachis Group. Confidential and Proprietary      34
Web 2.0 2009 | November 18, 2009




Organizational culture: open or closed?




                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary                     35
Opportunities



® 2009 Dachis Group. Confidential and Proprietary        36
Web 2.0 2009 | November 18, 2009


Open culture can create value ($1.2 billion)




® 2009 Dachis Group. Confidential and Proprietary   37
Web 2.0 2009 | November 18, 2009


Eating our own dogfood...




® 2009 Dachis Group. Confidential and Proprietary   38
Web 2.0 2009 | November 18, 2009


Engaging constituents informs your business




® 2009 Dachis Group. Confidential and Proprietary   39
Web 2.0 2009 | November 18, 2009


Engaging constituents will inform business




® 2009 Dachis Group. Confidential and Proprietary   40
Web 2.0 2009 | November 18, 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                   41
Web 2.0 2009 | November 18, 2009


Corporate culture can be influenced




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Web 2.0 2009 | November 18, 2009


Scaling can combine efficiency with delight




® 2009 Dachis Group. Confidential and Proprietary
                                                   11
Web 2.0 2009 | November 18, 2009


Networks will supplement hierarchy

                                                   hierarchy + networks




® 2009 Dachis Group. Confidential and Proprietary
                                                           11
Web 2.0 2009 | November 18, 2009


Expanded ecosystems become an advantage




® 2009 Dachis Group. Confidential and Proprietary   45
Conceptual Framework and Set of Lenses
The Archetypes of Social Business Design




® 2009 Dachis Group. Confidential and Proprietary   46
Web 2.0 2009 | November 18, 2009




Four Archetypes for Social Business Design.
Building blocks and vocabulary.




® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Ecosystem




                                                                dachisgroup.com




                                     From Disparate Silos To Connected Nodes
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Ecosystem (connection systems)
- An expanded constituent
       base including core and
       extended
- A robust, integrated network
       of nodes and connections
- A holistic technology
       architecture                                                        dachisgroup.com




- Strong and weak ties
- Active and ambient
       awareness
                                 From Disparate Silos To Connected Nodes
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Ecosystem
                                                   Extended


    Core




® 2009 Dachis Group. Confidential and Proprietary              50
Web 2.0 2009 | November 18, 2009




Hivemind




                                                              dachisgroup.com




                                                   From Hoarding To Collaborating
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Hivemind (culture)

- A primary social calibration
- Active Participation
- Active Engagment
- Active Involvement
                                                   dachisgroup.com




® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Dynamic Signal



                                                                  dachisgroup.com




                                          From Static To Dynamic -
                                     “Communication as work, not for work”

® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Dynamic signal (communication process)


     - Dynamic real time signals
           of all nodes in the                     dachisgroup.com

           ecosystem
     - A change in the mode of
           authorship
     - Updates on location
     - Creates efficiencies


® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Metafilter




                                                                       dachisgroup.com




                                            From Filter Failure To Clear Signals
                                            “Finding meaning in all the noise”
® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009




Metafilter (filter, measure)


   - Filter, tag sort                                                              dachisgroup.com


   - Define constructs for
         measurement
   - Measure patterns not
         counts
   - Depth over surface
   - Trends versus snapshots
   - Analyzing for meaning
                                            From Filter Failure To Clear Signals
                                            “Finding meaning in all the noise”
® 2009 Dachis Group. Confidential and Proprietary
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model




® 2009 Dachis Group. Confidential and Proprietary   57
Web 2.0 2009 | November 18, 2009




Social business design applied




® 2009 Dachis Group. Confidential and Proprietary   58
Web 2.0 2009 | November 18, 2009




 Why Social Business Design?


                                                                               Improved
                                                                        =          &
                                                    +                          Emergent
                                                                               Outcomes



•Adaptable business practices                           •Cost savings and efficiencies

•Improved collaborative processes                       •Informed social marketing strategies

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

•Expansion into new markets


 ® 2009 Dachis Group. Confidential and Proprietary                                               59
How Ready for Social Business are you?




® 2009 Dachis Group. Confidential and Proprietary   60
Thank You.
(clobber with
cuteness)




® 2009 Dachis Group. Confidential and Proprietary   61
Social Business Design:
 Itʼs Clobberinʼ Time

@jeffdachis                  @armano
jeff@dachisgroup.com         david.armano@dachisgroup.com
http://www.dachisgroup.com   http://www.dachisgroup.com

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Social Business Design: Web 2.0 NYC

  • 1. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis @armano jeff@dachisgroup.com david.armano@dachisgroup.com http://www.dachisgroup.com http://www.dachisgroup.com
  • 2. Web 2.0 2009 | November 18, 2009 “Social media” doesnʼt need to be saved... ® 2009 Dachis Group. Confidential and Proprietary 2
  • 3. Web 2.0 2009 | November 18, 2009 ...It needs to be demolished ® 2009 Dachis Group. Confidential and Proprietary 3
  • 4. Web 2.0 2009 | November 18, 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
  • 5. Web 2.0 2009 | November 18, 2009 Exciting times ® 2009 Dachis Group. Confidential and Proprietary 5
  • 6. Web 2.0 2009 | November 18, 2009 Interesting times ® 2009 Dachis Group. Confidential and Proprietary 6
  • 7. Web 2.0 2009 | November 18, 2009 We have all been there. ® 2009 Dachis Group. Confidential and Proprietary 7
  • 8. Web 2.0 2009 | November 18, 2009 The industrial economy has evolved. We live in a networked economy. We need a network centric organizational model to realize its potential. dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 8
  • 9. Web 2.0 2009 | November 18, 2009 A shift towards social business New distributed, collaborative, and agile organizations are able to surpass current barriers to growth in order to create new value ® 2009 Dachis Group. Confidential and Proprietary
  • 10. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 10
  • 11. Web 2.0 2009 | November 18, 2009 The definition of Social Business Design • Social Business Design is the intentional creation of socially calibrated and dynamic business systems, process and culture. ® 2009 Dachis Group. Confidential and Proprietary 11
  • 12. Web 2.0 2009 | November 18, 2009 The definition of Social Business Design • The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes ® 2009 Dachis Group. Confidential and Proprietary 12
  • 13. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 13
  • 14. Conceptual Framework and Set of Lenses Businesses are made up of Technology, People and Process ® 2009 Dachis Group. Confidential and Proprietary 14
  • 15. Web 2.0 2009 | November 18, 2009 Business is made of Technology, People, and Process support content ecosystem services commerce ecosystem developer application ecosystem ecosystem cloud services products supply chain ecosystem ® 2009 Dachis Group. Confidential and Proprietary 15
  • 16. Conceptual Framework and Set of Lenses Businesses Represent All Constituents ® 2009 Dachis Group. Confidential and Proprietary 16
  • 17. Web 2.0 2009 | November 18, 2009 The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are. ® 2009 Dachis Group. Confidential and Proprietary 17
  • 18. Challenges ® 2009 Dachis Group. Confidential and Proprietary 18
  • 19. Web 2.0 2009 | November 18, 2009 Participation creates scalability issues ® 2009 Dachis Group. Confidential and Proprietary 19
  • 20. Web 2.0 2009 | November 18, 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 20
  • 21. Web 2.0 2009 | November 18, 2009 ...individuals donʼt scale well ® 2009 Dachis Group. Confidential and Proprietary 21
  • 22. Web 2.0 2009 | November 18, 2009 Some organizations are trying imagine if your entire call center was a social business center ® 2009 Dachis Group. Confidential and Proprietary 22
  • 23. Web 2.0 2009 | November 18, 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 23
  • 24. Web 2.0 2009 | November 18, 2009 Social business must be integrated (but often isnʼt) ® 2009 Dachis Group. Confidential and Proprietary 24
  • 25. Web 2.0 2009 | November 18, 2009 the industrial machine rolls on ® 2009 Dachis Group. Confidential and Proprietary 25
  • 26. Web 2.0 2009 | November 18, 2009 Great PR & marketing, but is it integrated? ® 2009 Dachis Group. Confidential and Proprietary 26
  • 27. Web 2.0 2009 | November 18, 2009 Hiring and staffing ® 2009 Dachis Group. Confidential and Proprietary 27
  • 28. Web 2.0 2009 | November 18, 2009 How many followers means credibility? ® 2009 Dachis Group. Confidential and Proprietary 28
  • 29. Web 2.0 2009 | November 18, 2009 Wanted: chief social officer? ® 2009 Dachis Group. Confidential and Proprietary 29
  • 30. Web 2.0 2009 | November 18, 2009 Measurement is a challenge ® 2009 Dachis Group. Confidential and Proprietary 30
  • 31. Web 2.0 2009 | November 18, 2009 Constructs to measure? dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 31
  • 32. Web 2.0 2009 | November 18, 2009 Governance Source: Ambidanze on Flickr ® 2009 Dachis Group. Confidential and Proprietary 32
  • 33. Web 2.0 2009 | November 18, 2009 What policy do you have in place? ® 2009 Dachis Group. Confidential and Proprietary 33
  • 34. Web 2.0 2009 | November 18, 2009 Does your workflow facilitate matters? Source: Dell Outreach in the blogosphere, Scribd ® 2009 Dachis Group. Confidential and Proprietary 34
  • 35. Web 2.0 2009 | November 18, 2009 Organizational culture: open or closed? dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary 35
  • 36. Opportunities ® 2009 Dachis Group. Confidential and Proprietary 36
  • 37. Web 2.0 2009 | November 18, 2009 Open culture can create value ($1.2 billion) ® 2009 Dachis Group. Confidential and Proprietary 37
  • 38. Web 2.0 2009 | November 18, 2009 Eating our own dogfood... ® 2009 Dachis Group. Confidential and Proprietary 38
  • 39. Web 2.0 2009 | November 18, 2009 Engaging constituents informs your business ® 2009 Dachis Group. Confidential and Proprietary 39
  • 40. Web 2.0 2009 | November 18, 2009 Engaging constituents will inform business ® 2009 Dachis Group. Confidential and Proprietary 40
  • 41. Web 2.0 2009 | November 18, 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 41
  • 42. Web 2.0 2009 | November 18, 2009 Corporate culture can be influenced ® 2009 Dachis Group. Confidential and Proprietary 11
  • 43. Web 2.0 2009 | November 18, 2009 Scaling can combine efficiency with delight ® 2009 Dachis Group. Confidential and Proprietary 11
  • 44. Web 2.0 2009 | November 18, 2009 Networks will supplement hierarchy hierarchy + networks ® 2009 Dachis Group. Confidential and Proprietary 11
  • 45. Web 2.0 2009 | November 18, 2009 Expanded ecosystems become an advantage ® 2009 Dachis Group. Confidential and Proprietary 45
  • 46. Conceptual Framework and Set of Lenses The Archetypes of Social Business Design ® 2009 Dachis Group. Confidential and Proprietary 46
  • 47. Web 2.0 2009 | November 18, 2009 Four Archetypes for Social Business Design. Building blocks and vocabulary. ® 2009 Dachis Group. Confidential and Proprietary
  • 48. Web 2.0 2009 | November 18, 2009 Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Confidential and Proprietary
  • 49. Web 2.0 2009 | November 18, 2009 Ecosystem (connection systems) - An expanded constituent base including core and extended - A robust, integrated network of nodes and connections - A holistic technology architecture dachisgroup.com - Strong and weak ties - Active and ambient awareness From Disparate Silos To Connected Nodes ® 2009 Dachis Group. Confidential and Proprietary
  • 50. Web 2.0 2009 | November 18, 2009 Ecosystem Extended Core ® 2009 Dachis Group. Confidential and Proprietary 50
  • 51. Web 2.0 2009 | November 18, 2009 Hivemind dachisgroup.com From Hoarding To Collaborating ® 2009 Dachis Group. Confidential and Proprietary
  • 52. Web 2.0 2009 | November 18, 2009 Hivemind (culture) - A primary social calibration - Active Participation - Active Engagment - Active Involvement dachisgroup.com ® 2009 Dachis Group. Confidential and Proprietary
  • 53. Web 2.0 2009 | November 18, 2009 Dynamic Signal dachisgroup.com From Static To Dynamic - “Communication as work, not for work” ® 2009 Dachis Group. Confidential and Proprietary
  • 54. Web 2.0 2009 | November 18, 2009 Dynamic signal (communication process) - Dynamic real time signals of all nodes in the dachisgroup.com ecosystem - A change in the mode of authorship - Updates on location - Creates efficiencies ® 2009 Dachis Group. Confidential and Proprietary
  • 55. Web 2.0 2009 | November 18, 2009 Metafilter dachisgroup.com From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Confidential and Proprietary
  • 56. Web 2.0 2009 | November 18, 2009 Metafilter (filter, measure) - Filter, tag sort dachisgroup.com - Define constructs for measurement - Measure patterns not counts - Depth over surface - Trends versus snapshots - Analyzing for meaning From Filter Failure To Clear Signals “Finding meaning in all the noise” ® 2009 Dachis Group. Confidential and Proprietary
  • 57. Social Business Design A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model ® 2009 Dachis Group. Confidential and Proprietary 57
  • 58. Web 2.0 2009 | November 18, 2009 Social business design applied ® 2009 Dachis Group. Confidential and Proprietary 58
  • 59. Web 2.0 2009 | November 18, 2009 Why Social Business Design? Improved = & + Emergent Outcomes •Adaptable business practices •Cost savings and efficiencies •Improved collaborative processes •Informed social marketing strategies •Customer growth, retention and sustainability •New product & service offerings/innovations •Expansion into new markets ® 2009 Dachis Group. Confidential and Proprietary 59
  • 60. How Ready for Social Business are you? ® 2009 Dachis Group. Confidential and Proprietary 60
  • 61. Thank You. (clobber with cuteness) ® 2009 Dachis Group. Confidential and Proprietary 61
  • 62. Social Business Design: Itʼs Clobberinʼ Time @jeffdachis @armano jeff@dachisgroup.com david.armano@dachisgroup.com http://www.dachisgroup.com http://www.dachisgroup.com