The document discusses the concept of social business design. It argues that traditional views of social media need to be demolished and reimagined. Social business design aims to intentionally create socially calibrated and dynamic business systems, processes, and culture. It presents a conceptual framework consisting of four archetypes - ecosystems, hivemind, dynamic signals, and metafilters. These represent connections, culture, communication processes, and filters/measurement. The goal is improved and emergent business outcomes through more adaptable, collaborative practices informed by engaging all constituents. Social business design can help organizations better integrate social strategies and realize new opportunities in today's networked economy.

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...
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3. Web 2.0 2009 | November 18, 2009
...It needs to be demolished
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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…
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5. Web 2.0 2009 | November 18, 2009
Exciting times
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6. Web 2.0 2009 | November 18, 2009
Interesting times
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7. Web 2.0 2009 | November 18, 2009
We have all been there.
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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
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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
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10. Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
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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.
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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
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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
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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
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16. Conceptual Framework and Set of Lenses
Businesses Represent All Constituents
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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.
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18. Challenges
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19. Web 2.0 2009 | November 18, 2009
Participation creates scalability issues
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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
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21. Web 2.0 2009 | November 18, 2009
...individuals donʼt scale well
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22. Web 2.0 2009 | November 18, 2009
Some organizations are trying
imagine if your entire call center was a social business center
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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
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24. Web 2.0 2009 | November 18, 2009
Social business must be integrated (but often isnʼt)
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25. Web 2.0 2009 | November 18, 2009
the industrial machine rolls on
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26. Web 2.0 2009 | November 18, 2009
Great PR & marketing, but is it integrated?
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27. Web 2.0 2009 | November 18, 2009
Hiring and staffing
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28. Web 2.0 2009 | November 18, 2009
How many followers means credibility?
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29. Web 2.0 2009 | November 18, 2009
Wanted: chief social officer?
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30. Web 2.0 2009 | November 18, 2009
Measurement is a challenge
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31. Web 2.0 2009 | November 18, 2009
Constructs to measure?
dachisgroup.com
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32. Web 2.0 2009 | November 18, 2009
Governance
Source: Ambidanze on Flickr
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33. Web 2.0 2009 | November 18, 2009
What policy do you have in place?
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34. Web 2.0 2009 | November 18, 2009
Does your workflow facilitate matters?
Source: Dell Outreach in the blogosphere, Scribd
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35. Web 2.0 2009 | November 18, 2009
Organizational culture: open or closed?
dachisgroup.com
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36. Opportunities
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37. Web 2.0 2009 | November 18, 2009
Open culture can create value ($1.2 billion)
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38. Web 2.0 2009 | November 18, 2009
Eating our own dogfood...
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39. Web 2.0 2009 | November 18, 2009
Engaging constituents informs your business
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40. Web 2.0 2009 | November 18, 2009
Engaging constituents will inform business
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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
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42. Web 2.0 2009 | November 18, 2009
Corporate culture can be influenced
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43. Web 2.0 2009 | November 18, 2009
Scaling can combine efficiency with delight
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44. Web 2.0 2009 | November 18, 2009
Networks will supplement hierarchy
hierarchy + networks
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45. Web 2.0 2009 | November 18, 2009
Expanded ecosystems become an advantage
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46. Conceptual Framework and Set of Lenses
The Archetypes of Social Business Design
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47. Web 2.0 2009 | November 18, 2009
Four Archetypes for Social Business Design.
Building blocks and vocabulary.
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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
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50. Web 2.0 2009 | November 18, 2009
Ecosystem
Extended
Core
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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
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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
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60. How Ready for Social Business are you?
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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