This document discusses the evolution of social media from a broadcast model to one requiring more engagement and participation. It outlines some of the challenges organizations face in integrating social strategies, such as scaling participation, measuring impact, and establishing governance policies. The document argues that organizations need to design social business strategies by focusing on interconnecting teams, fostering collaboration, facilitating dynamic communication, and distributing valuable content. This "social business by design" approach can help organizations leverage social technologies to achieve cost savings, improve processes, drive innovation, and expand their customer base.

1. Social Business By
Design
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2. David Armano
Sr. Partner, Dachis Group
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Hello. Logic + Emotion
davidarmano.com
@armano
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3. “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
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4. Still, teens are having sex
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5. So, what’s changed? Command & control.
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6. Facilitation leads to engagement
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7. 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
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8. the network economy
“America’s opportunity is to lead the network
economy, not protect the industrial economy”
~John Gerzema, CIO Young & Rubicam
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9. Attention on the network is earned in streams
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10. Social as just another marketing channel?
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11. challenges
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12. Participation creates scalability issues
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13. 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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14. ...individuals don’t scale well
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15. Some organizations are trying
imagine if your entire call center was a social business center
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16. 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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17. Social business must be integrated (but often isn’t)
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18. the industrial machine rolls on
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19. Great PR & marketing, but is it integrated?
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20. 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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21. Hiring and staffing
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22. How many followers means credibility?
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23. Wanted: chief social officer?
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24. Measurement is a challenge
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25. Constructs to measure
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26. Governance
Source: Ambidanze on Flickr
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27. What policy do you have in place?
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28. Does your workflow facilitate matters?
Source: Dell Outreach in the blogosphere, Scribd
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29. Organizational culture: open or closed?
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30. An open culture (worth $900 million)
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31. An emergent outcome
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32. How does social integrate?
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33. Centralization: aka command-and-control
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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34. Decentralization: aka free-for-all
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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35. Shared services: a hybrid approach
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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36. Duct tape and bubble gum won’t cut it
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37. It’s time for social business by design
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38. Four core archetypes
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Ecosystem Hivemind Dynamic Signal Metafilter
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39. Ecosystem (Connections)
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From Disparate Silos To Connected Nodes
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40. Hivemind (Culture)
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From Hoarding To Collaborating
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41. Dynamic Signal (Communication)
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From Static To Dynamic
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42. Metafilter (Content)
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From Filter Failure To Clear Signals
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43. 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
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44. because it’s time
to grow up
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45. “social” will be
replaced by “it’s how
we do business”
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46. David Armano
Sr. Partner, Dachis Group
Thank Logic + Emotion
davidarmano.com
You.
dachiscorporation.com @armano
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47. Social Business By
Design
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