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What is social business?
    Peter Kim
    Chief Strategy Officer


    22 July 2011

Wednesday, July 20, 2011
About Dachis Group.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      We are 200+ professionals worldwide




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      We are 200+ professionals worldwide


                       Austin
                      London
                 New York
                    Portland
            Philadelphia
                   St. Louis
                      Lincoln
                       Madrid
             Amsterdam
                      Sydney




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                          #sbs3M




      Weʼve worked with...

                                                         Fortune 100




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                  #sbs3M




      Social business is business




                                           CUSTOMERS &
                                            THE WORLD


                                                                           CUSTOMERS &
                                                                         BUSINESS PARTNERS




                                  BUSINESS NEEDS                                                   EMPLOYEES


                                                             SOCIAL BUSINESS
                                                         CAPABILITIES & PROCESSES


                                                                      EMPLOYEES, CUSTOMERS &
                                                                    SUPPLIER NEEDS (MET & UNMET)



      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                  #sbs3M




      Social business is business




                                           CUSTOMERS &
                                            THE WORLD


                                                                           CUSTOMERS &
                                                                         BUSINESS PARTNERS




                                  BUSINESS NEEDS                                                   EMPLOYEES


                                                             SOCIAL BUSINESS
                                                         CAPABILITIES & PROCESSES


                                                                      EMPLOYEES, CUSTOMERS &
                                                                    SUPPLIER NEEDS (MET & UNMET)



      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
“For the things we have to learn
      ! before we can do,
      ! ! we learn by doing.”

      ! ! ! ! - Aristotle


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                    #sbs3M




                                                         	  	 

                                                         >




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                     #sbs3M




      the power of the social network




                                                         #sbs3M
      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
The state of social media




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Facebook analyst briefing, June 2006




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Facebook analyst briefing, June 2006
      • Additional round of funding ($25 million)




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Facebook analyst briefing, June 2006
      • Additional round of funding ($25 million)
      • Launched mobile in April




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Facebook analyst briefing, June 2006
      • Additional round of funding ($25 million)
      • Launched mobile in April
      • Enhanced flyer capabilities, i.e. advertising,




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Facebook analyst briefing, June 2006
      • Additional round of funding ($25 million)
      • Launched mobile in April
      • Enhanced flyer capabilities, i.e. advertising,




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                  #sbs3M




      Facebook analyst briefing, June 2006
      • Additional round of funding ($25 million)
      • Launched mobile in April
      • Enhanced flyer capabilities, i.e. advertising,




                                                         7 million registered users

      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                              #sbs3M




                                                         750M
                                                         users worldwide




      Source: Facebook


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                   #sbs3M




                                                         750M
                                                         users worldwide




                                                                           $79 billion valuation
                                                                           Source: TechCrunch


      Source: Facebook


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Twitter




      Source: Twitter


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      YouTube




      Source: Google


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      FourSquare




      Source: FourSquare


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      LinkedIn




      Source: LinkedIn


      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
Evolution:

    From social media to social business.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Social business is built on fundamentals




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Social business is built on fundamentals




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Work: Increasing accountability + always on mentality




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Work: Increasing accountability + always on mentality




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Society: Institutions engaging directly




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Society: Institutions engaging directly




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Society: Institutions engaging directly




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Society: Institutions engaging directly




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Technology: IT consumerization




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Technology: IT consumerization




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
But not so fast...




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      The typical current state of social business




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                      #sbs3M




                                                         	    	 




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
Designing for social business




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Social business requires a holistic perspective




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      The social business design framework




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                #sbs3M




      The social business design framework




             Connections                                 Culture   Communication   Clarity




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                 #sbs3M




      Connections




                                                         ECOSYSTEM:
                                                         To whom are you
                                                         connected and how?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                                             #sbs3M




      The Westgate Studies




      ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                                             #sbs3M




      The Westgate Studies




      ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




       Then: communities on owned platforms




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: groups in earned media platforms




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: social service at scale




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




       Then: virtual worlds like Second Life




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: “game-ification” e.g. FarmVille + GagaVille




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                                                     #sbs3M




      Who owns social business?

                                                                SOCIAL BUSINESS LEADERSHIP




                                                                                                                       Customer
                                                                                                                        Service
                                                                PR           One throat to choke


                      Social Business
                        Managers
                                                                                                   Creative                    Teacher   Writer
                                                                      Measurement



                                       Listening                                                                   Knowledge
                                                               Technology           Project            Community    Manager
                                                                                    Manager            Managers
                         Social Brand Managers




                                                     REGIONS         OVERSIGHT
                                                                     EXAMPLE


                                                     MARKETS




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                             #sbs3M




      The right organization model matters

            • Point in time
                   Decentralized                         Shared Services /                  Centralized
                   Model                                 Coordinated Model                       Model




             • Process


                                   !"#$%&$'()))           -.'#$%&$'()))      !"*(%"+,($!)




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                             #sbs3M




      The right organization model matters

            • Point in time
                   Decentralized                         Shared Services /                  Centralized
                   Model                                 Coordinated Model                       Model




             • Process


                                   !"#$%&$'()))           -.'#$%&$'()))      !"*(%"+,($!)




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                           #sbs3M




      Are you siloed or networked?




      ® 2011 Dachis Group. Confidential and Proprietary   Source: LOC, twiangulate.com


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                           #sbs3M




      Are you siloed or networked?




      ® 2011 Dachis Group. Confidential and Proprietary   Source: LOC, twiangulate.com


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                   #sbs3M




      Culture




                                                         HIVEMIND:
                                                         Do you have a social
                                                         calibration?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                 #sbs3M




      If you had to describe your relationship with work...




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                          #sbs3M




        If you had to describe your relationship with work...
    1            Me                Work




                                  2          Me            Work




                                                           3      Me   Work



                                                                       4      Me   Work



                                                                                   5      Me   W ork


                                                                                                 6     Me   Wo rk


                                                                                                               7    Me Work


        ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Self vs. Work




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                       #sbs3M




      Self vs. Work

      • We all have different levels of thinking about ourselves.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                       #sbs3M




      Self vs. Work

      • We all have different levels of thinking about ourselves.
      • Do you your employees consider themselves independent
             agents or team members?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                 #sbs3M




      Fortuneʼs 100 Best Companies to Work For
      in America vs. S&P 500
                                                         100 Best   S&P 500




      Source: Great Place To Work Institute

      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                  #sbs3M




      Fortuneʼs 100 Best Companies to Work For
      in America vs. S&P 500
                                                         100 Best   S&P 500
             11%
            10%
               9%
               8%
               7%
               6%
               4%
               3%
               2%
               1%
               0%
                 1998                                                   2010

      Source: Great Place To Work Institute

      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now, what about your customers?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                                       #sbs3M




        Now, what about your customers?
    1            Me             Customer




                                  2          Me            Customer




                                                             3        Me   Customer



                                                                             4    Me   Customer



                                                                                           5      Me   Customer


                                                                                                           6      M e Customer


                                                                                                                           7     Me
                                                                                                                                  Customer


        ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




       Then: ratings and reviews




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: social shopping




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Miscalibrated communications




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Miscalibrated communications




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Miscalibrated communications




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Miscalibrated communications




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
Vision
      What is social business? | 22 July 2011




      Focus onAcultureallin contextbusinesses.
               future in which businesses are social
                                     What does that look like?
                                                                                                                                                   #sbs3M




                                                                                         CUSTOMERS




                                                             PEERS                                                 PARTNERS




                                          EMPLOYEES                                                                                  INFLUENCERS




                                                                                          PEOPLE	 
                                                                                and	 their	 networks	 power
                                                                                how	 business	 gets	 done.	 




                                                         PROCESSES                                             TECHNOLOGIES
                                                         are designed for                                      enable and optimize
                                                         collaboration                                         the ecosystem




                                                                            WE	 TRANSFORM	 COMPANIES	 TO	 
      ® 2011 Dachis Group. Confidential and Proprietary
                                                                             THRIVE	 IN	 A	 SOCIAL	 WORLD

Wednesday, July 20, 2011
Vision
      What is social business? | 22 July 2011




      Focus onAcultureallin contextbusinesses.
               future in which businesses are social
                                     What does that look like?
                                                                                                                                                   #sbs3M




                                                                                         CUSTOMERS




                                                             PEERS                                                 PARTNERS




                                          EMPLOYEES                                                                                  INFLUENCERS




                                                                                          PEOPLE	 
                                                                                and	 their	 networks	 power
                                                                                how	 business	 gets	 done.	 




                                                         PROCESSES                                             TECHNOLOGIES
                                                         are designed for                                      enable and optimize
                                                         collaboration                                         the ecosystem




                                                                            WE	 TRANSFORM	 COMPANIES	 TO	 
      ® 2011 Dachis Group. Confidential and Proprietary
                                                                             THRIVE	 IN	 A	 SOCIAL	 WORLD

Wednesday, July 20, 2011
Vision
      What is social business? | 22 July 2011




      Focus onAcultureallin contextbusinesses.
               future in which businesses are social
                                     What does that look like?
                                                                                                                                                   #sbs3M




                                                                                         CUSTOMERS




                                                             PEERS                                                 PARTNERS




                                          EMPLOYEES                                                                                  INFLUENCERS




                                                                                          PEOPLE	 
                                                                                and	 their	 networks	 power
                                                                                how	 business	 gets	 done.	 




                                                         PROCESSES                                             TECHNOLOGIES
                                                         are designed for                                      enable and optimize
                                                         collaboration                                         the ecosystem




                                                                            WE	 TRANSFORM	 COMPANIES	 TO	 
      ® 2011 Dachis Group. Confidential and Proprietary
                                                                             THRIVE	 IN	 A	 SOCIAL	 WORLD

Wednesday, July 20, 2011
What is social business? | 22 July 2011                               #sbs3M




      Communication




                                                         DYNAMIC SIGNAL:
                                                         Are you creating
                                                         signal or noise?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Communication for work...




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      ...or communication as work?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Nokia uses social signals for collaboration




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Does communication flow freely?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Does communication flow freely?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




       Then: corporate blogs to transmit clear signal




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: corporate Twitter accounts




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011              #sbs3M




      Policies, playbooks, and training create baselines




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                        #sbs3M




      Collaboration is key




                                                         SOCIAL INTELLIGENCE HUB
                                                                                                        MKT


                                                                                                  PR
                                                                                                                HR

                                                              S                                         SALES
                                                              C       KNOWLEDGE
                                                              R
                                                              M                                 LEGAL


                        CUSTOMERS
                                                                                   ACTIONABLE            PRODUCT
                                                                                     VALUE




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                     #sbs3M




      Clarity




                                                         METAFILTER:
                                                         How can you measure
                                                         and filter for meaning?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Technology options abound




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Technology options abound




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Then: user-filtered mashups




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Now: brand-curated mashups




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Measurement: Where to start?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                       #sbs3M




      Measurement: Where to start?

           buzz                       share of voice                         social bookmarks
                                                 demographics of target audience

      followers                                           page views
                                                                            uploads
                                                                                   influence of consumers reached

       popularity                           favorites         sentiment                 change in SEO rankings

                 downloads
     embeds/installs                                     user views                                comments

                                                                                      number of UGC submissions
     mainstream media mentions
       interaction rate contest entries effective CPM
          brand association
                                         clicks
                                                 subscriptions

                                                               tags added
                                                                          likes
                                                                                savings per customer generated
                                                                             through direct social media interactions
         growth rate of fans/followers
      ® 2011 Dachis Group. Confidential and Proprietary
                                                                                      fans
Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Measurement for / of the masses




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                         #sbs3M




      Measure what you control, not just what you can
      • Only measure things that provide insight
      • Donʼt measure just for the sake of measurement




      ® 2011 Dachis Group. Confidential and Proprietary Sources: overtone.com, facebook.com, sas.com


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




    Gatorade aggregates real-time data streams
    Goal: Reverse 3-year sales
    slide by actively increasing real
    time participation
    Tool: Dashboard features
    proprietary combo of Radian6,
    IBM programs, and other social
    media monitoring systems
    How: Weighing real-time
    response options by prioritizing
    mentions from fans, followers,
    and influencers
   Metrics include:
   • Online discussions
   • Sports trends
   • Media performance
   • Brand attributes
   • Sports buzz
      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                              #sbs3M




      Technology: tools support engagement


                                                          I.M.                           WEB
                                                                                                          LOYALTY
                                  EASY URL                       EMAIL


                                                                                               INFLUENCERS
                                                         SHARE                                     Blogs,
                                                         POINT                                  Communities
                     LISTENING
                                                                         SOCIAL                         SOCIAL
                                                                          HUB                       APPLICATIONS
                                                                                                  Widgets, Registration,
                                                           CRM
                                                                                                      Mobile Apps
                                       WEB
                                      TRENDS

                                                                                                  SOCIAL
                                      SOCIAL                SOCIAL                          MEDIA PLATFORMS
                                                                                             Twitter, Facebook,
                                     ANALYTICS               CRM                              YouTube, Blogs

                                           COLLABORATION
                                     BUSINESS DASHBOARD                           MOBILE SOCIAL Apps
                                                                                  Foursquare, Gowalla,
                                                                                         Etc.



      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                                                                                  #sbs3M




      Engagement in the Social CRM ecosystem


                                                                                            Participation and
                                                  Structured and                                oversight
                                                 unstructured data




                                                                                                                Employees


                                                             Self-
                                                            service
                                                                                          Community generated
                                                                                               activity
                                                                          sCRM
              Customers


                                                           •   Open participation channels
                                                           •   Community-driven                                  Collective
                                                           •   Joint accumulated value                          intelligence
                                                           •   Scalable relationships
                                                           •   Improved and emergent outcomes
      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
Are you ready for social business?




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Austin Solid Waste Services




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      • Austin Resource Collection & Recovery Utility
      • Austin Recycling & Waste Reduction Department
      • Austin Resource Recovery Utility

      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Consumers are not in control




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                          #sbs3M




      Consumers are not in control
             The overheated rhetoric acts as a deceptive rationalization.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                          #sbs3M




      Consumers are not in control
             The overheated rhetoric acts as a deceptive rationalization.
             We marketers have far more control than we let on.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                          #sbs3M




      Consumers are not in control
             The overheated rhetoric acts as a deceptive rationalization.
             We marketers have far more control than we let on.
             We buy the media, make the product, write the message,
             pick the messaging platform, select the suppliers, and hire
             the employees who ultimately do all the above.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011                            #sbs3M




      Consumers are not in control
             The overheated rhetoric acts as a deceptive rationalization.
             We marketers have far more control than we let on.
             We buy the media, make the product, write the message,
             pick the messaging platform, select the suppliers, and hire
             the employees who ultimately do all the above.

             — Pete Blackshaw,
              Nestlé Global Head of Digital Marketing and Social Media




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
What is social business? | 22 July 2011            #sbs3M




      Social business leads to success.




      ® 2011 Dachis Group. Confidential and Proprietary


Wednesday, July 20, 2011
Thank you

    www.dachisgroup.com
    + 1 512-275-7825
    peter.kim@dachisgroup.com
    @peterkim
Wednesday, July 20, 2011

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What issocialbusiness(dachis) 1

  • 1. What is social business? Peter Kim Chief Strategy Officer 22 July 2011 Wednesday, July 20, 2011
  • 2. About Dachis Group. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 3. What is social business? | 22 July 2011 #sbs3M We are 200+ professionals worldwide ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 4. What is social business? | 22 July 2011 #sbs3M We are 200+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 5. What is social business? | 22 July 2011 #sbs3M Weʼve worked with... Fortune 100 ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 6. What is social business? | 22 July 2011 #sbs3M Social business is business CUSTOMERS & THE WORLD CUSTOMERS & BUSINESS PARTNERS BUSINESS NEEDS EMPLOYEES SOCIAL BUSINESS CAPABILITIES & PROCESSES EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET) ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 7. What is social business? | 22 July 2011 #sbs3M Social business is business CUSTOMERS & THE WORLD CUSTOMERS & BUSINESS PARTNERS BUSINESS NEEDS EMPLOYEES SOCIAL BUSINESS CAPABILITIES & PROCESSES EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET) ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 8. “For the things we have to learn ! before we can do, ! ! we learn by doing.” ! ! ! ! - Aristotle ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 9. What is social business? | 22 July 2011 #sbs3M > ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 10. What is social business? | 22 July 2011 #sbs3M the power of the social network #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 11. The state of social media ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 12. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 13. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 14. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 15. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 16. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 17. What is social business? | 22 July 2011 #sbs3M Facebook analyst briefing, June 2006 • Additional round of funding ($25 million) • Launched mobile in April • Enhanced flyer capabilities, i.e. advertising, 7 million registered users ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 18. What is social business? | 22 July 2011 #sbs3M 750M users worldwide Source: Facebook ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 19. What is social business? | 22 July 2011 #sbs3M 750M users worldwide $79 billion valuation Source: TechCrunch Source: Facebook ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 20. What is social business? | 22 July 2011 #sbs3M Twitter Source: Twitter ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 21. What is social business? | 22 July 2011 #sbs3M YouTube Source: Google ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 22. What is social business? | 22 July 2011 #sbs3M FourSquare Source: FourSquare ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 23. What is social business? | 22 July 2011 #sbs3M LinkedIn Source: LinkedIn ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 24. Evolution: From social media to social business. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 25. What is social business? | 22 July 2011 #sbs3M Social business is built on fundamentals ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 26. What is social business? | 22 July 2011 #sbs3M Social business is built on fundamentals ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 27. What is social business? | 22 July 2011 #sbs3M Work: Increasing accountability + always on mentality ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 28. What is social business? | 22 July 2011 #sbs3M Work: Increasing accountability + always on mentality ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 29. What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 30. What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 31. What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 32. What is social business? | 22 July 2011 #sbs3M Society: Institutions engaging directly ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 33. What is social business? | 22 July 2011 #sbs3M Technology: IT consumerization ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 34. What is social business? | 22 July 2011 #sbs3M Technology: IT consumerization ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 35. But not so fast... ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 36. What is social business? | 22 July 2011 #sbs3M The typical current state of social business ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 37. What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 38. Designing for social business ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 39. What is social business? | 22 July 2011 #sbs3M Social business requires a holistic perspective ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 40. What is social business? | 22 July 2011 #sbs3M The social business design framework ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 41. What is social business? | 22 July 2011 #sbs3M The social business design framework Connections Culture Communication Clarity ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 42. What is social business? | 22 July 2011 #sbs3M Connections ECOSYSTEM: To whom are you connected and how? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 43. What is social business? | 22 July 2011 #sbs3M The Westgate Studies ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950 Wednesday, July 20, 2011
  • 44. What is social business? | 22 July 2011 #sbs3M The Westgate Studies ® 2011 Dachis Group. Confidential and Proprietary Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950 Wednesday, July 20, 2011
  • 45. What is social business? | 22 July 2011 #sbs3M Then: communities on owned platforms ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 46. What is social business? | 22 July 2011 #sbs3M Now: groups in earned media platforms ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 47. What is social business? | 22 July 2011 #sbs3M Now: social service at scale ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 48. What is social business? | 22 July 2011 #sbs3M Then: virtual worlds like Second Life ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 49. What is social business? | 22 July 2011 #sbs3M Now: “game-ification” e.g. FarmVille + GagaVille ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 50. What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 51. What is social business? | 22 July 2011 #sbs3M Who owns social business? SOCIAL BUSINESS LEADERSHIP Customer Service PR One throat to choke Social Business Managers Creative Teacher Writer Measurement Listening Knowledge Technology Project Community Manager Manager Managers Social Brand Managers REGIONS OVERSIGHT EXAMPLE MARKETS ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 52. What is social business? | 22 July 2011 #sbs3M The right organization model matters • Point in time Decentralized Shared Services / Centralized Model Coordinated Model Model • Process !"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!) ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 53. What is social business? | 22 July 2011 #sbs3M The right organization model matters • Point in time Decentralized Shared Services / Centralized Model Coordinated Model Model • Process !"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!) ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 54. What is social business? | 22 July 2011 #sbs3M Are you siloed or networked? ® 2011 Dachis Group. Confidential and Proprietary Source: LOC, twiangulate.com Wednesday, July 20, 2011
  • 55. What is social business? | 22 July 2011 #sbs3M Are you siloed or networked? ® 2011 Dachis Group. Confidential and Proprietary Source: LOC, twiangulate.com Wednesday, July 20, 2011
  • 56. What is social business? | 22 July 2011 #sbs3M Culture HIVEMIND: Do you have a social calibration? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 57. What is social business? | 22 July 2011 #sbs3M If you had to describe your relationship with work... ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 58. What is social business? | 22 July 2011 #sbs3M If you had to describe your relationship with work... 1 Me Work 2 Me Work 3 Me Work 4 Me Work 5 Me W ork 6 Me Wo rk 7 Me Work ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 59. What is social business? | 22 July 2011 #sbs3M Self vs. Work ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 60. What is social business? | 22 July 2011 #sbs3M Self vs. Work • We all have different levels of thinking about ourselves. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 61. What is social business? | 22 July 2011 #sbs3M Self vs. Work • We all have different levels of thinking about ourselves. • Do you your employees consider themselves independent agents or team members? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 62. What is social business? | 22 July 2011 #sbs3M Fortuneʼs 100 Best Companies to Work For in America vs. S&P 500 100 Best S&P 500 Source: Great Place To Work Institute ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 63. What is social business? | 22 July 2011 #sbs3M Fortuneʼs 100 Best Companies to Work For in America vs. S&P 500 100 Best S&P 500 11% 10% 9% 8% 7% 6% 4% 3% 2% 1% 0% 1998 2010 Source: Great Place To Work Institute ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 64. What is social business? | 22 July 2011 #sbs3M Now, what about your customers? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 65. What is social business? | 22 July 2011 #sbs3M Now, what about your customers? 1 Me Customer 2 Me Customer 3 Me Customer 4 Me Customer 5 Me Customer 6 M e Customer 7 Me Customer ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 66. What is social business? | 22 July 2011 #sbs3M Then: ratings and reviews ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 67. What is social business? | 22 July 2011 #sbs3M Now: social shopping ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 68. What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 69. What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 70. What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 71. What is social business? | 22 July 2011 #sbs3M Miscalibrated communications ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 72. Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLD Wednesday, July 20, 2011
  • 73. Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLD Wednesday, July 20, 2011
  • 74. Vision What is social business? | 22 July 2011 Focus onAcultureallin contextbusinesses. future in which businesses are social What does that look like? #sbs3M CUSTOMERS PEERS PARTNERS EMPLOYEES INFLUENCERS PEOPLE and their networks power how business gets done. PROCESSES TECHNOLOGIES are designed for enable and optimize collaboration the ecosystem WE TRANSFORM COMPANIES TO ® 2011 Dachis Group. Confidential and Proprietary THRIVE IN A SOCIAL WORLD Wednesday, July 20, 2011
  • 75. What is social business? | 22 July 2011 #sbs3M Communication DYNAMIC SIGNAL: Are you creating signal or noise? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 76. What is social business? | 22 July 2011 #sbs3M Communication for work... ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 77. What is social business? | 22 July 2011 #sbs3M ...or communication as work? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 78. What is social business? | 22 July 2011 #sbs3M Nokia uses social signals for collaboration ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 79. What is social business? | 22 July 2011 #sbs3M Does communication flow freely? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 80. What is social business? | 22 July 2011 #sbs3M Does communication flow freely? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 81. What is social business? | 22 July 2011 #sbs3M Then: corporate blogs to transmit clear signal ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 82. What is social business? | 22 July 2011 #sbs3M Now: corporate Twitter accounts ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 83. What is social business? | 22 July 2011 #sbs3M Policies, playbooks, and training create baselines ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 84. What is social business? | 22 July 2011 #sbs3M Collaboration is key SOCIAL INTELLIGENCE HUB MKT PR HR S SALES C KNOWLEDGE R M LEGAL CUSTOMERS ACTIONABLE PRODUCT VALUE ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 85. What is social business? | 22 July 2011 #sbs3M Clarity METAFILTER: How can you measure and filter for meaning? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 86. What is social business? | 22 July 2011 #sbs3M Technology options abound ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 87. What is social business? | 22 July 2011 #sbs3M Technology options abound ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 88. What is social business? | 22 July 2011 #sbs3M Then: user-filtered mashups ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 89. What is social business? | 22 July 2011 #sbs3M Now: brand-curated mashups ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 90. What is social business? | 22 July 2011 #sbs3M Measurement: Where to start? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 91. What is social business? | 22 July 2011 #sbs3M Measurement: Where to start? buzz share of voice social bookmarks demographics of target audience followers page views uploads influence of consumers reached popularity favorites sentiment change in SEO rankings downloads embeds/installs user views comments number of UGC submissions mainstream media mentions interaction rate contest entries effective CPM brand association clicks subscriptions tags added likes savings per customer generated through direct social media interactions growth rate of fans/followers ® 2011 Dachis Group. Confidential and Proprietary fans Wednesday, July 20, 2011
  • 92. What is social business? | 22 July 2011 #sbs3M Measurement for / of the masses ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 93. What is social business? | 22 July 2011 #sbs3M Measure what you control, not just what you can • Only measure things that provide insight • Donʼt measure just for the sake of measurement ® 2011 Dachis Group. Confidential and Proprietary Sources: overtone.com, facebook.com, sas.com Wednesday, July 20, 2011
  • 94. What is social business? | 22 July 2011 #sbs3M Gatorade aggregates real-time data streams Goal: Reverse 3-year sales slide by actively increasing real time participation Tool: Dashboard features proprietary combo of Radian6, IBM programs, and other social media monitoring systems How: Weighing real-time response options by prioritizing mentions from fans, followers, and influencers Metrics include: • Online discussions • Sports trends • Media performance • Brand attributes • Sports buzz ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 95. What is social business? | 22 July 2011 #sbs3M Technology: tools support engagement I.M. WEB LOYALTY EASY URL EMAIL INFLUENCERS SHARE Blogs, POINT Communities LISTENING SOCIAL SOCIAL HUB APPLICATIONS Widgets, Registration, CRM Mobile Apps WEB TRENDS SOCIAL SOCIAL SOCIAL MEDIA PLATFORMS Twitter, Facebook, ANALYTICS CRM YouTube, Blogs COLLABORATION BUSINESS DASHBOARD MOBILE SOCIAL Apps Foursquare, Gowalla, Etc. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 96. What is social business? | 22 July 2011 #sbs3M Engagement in the Social CRM ecosystem Participation and Structured and oversight unstructured data Employees Self- service Community generated activity sCRM Customers • Open participation channels • Community-driven Collective • Joint accumulated value intelligence • Scalable relationships • Improved and emergent outcomes ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 97. Are you ready for social business? ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 98. What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 99. What is social business? | 22 July 2011 #sbs3M Austin Solid Waste Services ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 100. What is social business? | 22 July 2011 #sbs3M • Austin Resource Collection & Recovery Utility • Austin Recycling & Waste Reduction Department • Austin Resource Recovery Utility ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 101. What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 102. What is social business? | 22 July 2011 #sbs3M ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 103. What is social business? | 22 July 2011 #sbs3M Consumers are not in control ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 104. What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 105. What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 106. What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. We buy the media, make the product, write the message, pick the messaging platform, select the suppliers, and hire the employees who ultimately do all the above. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 107. What is social business? | 22 July 2011 #sbs3M Consumers are not in control The overheated rhetoric acts as a deceptive rationalization. We marketers have far more control than we let on. We buy the media, make the product, write the message, pick the messaging platform, select the suppliers, and hire the employees who ultimately do all the above. — Pete Blackshaw, Nestlé Global Head of Digital Marketing and Social Media ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 108. What is social business? | 22 July 2011 #sbs3M Social business leads to success. ® 2011 Dachis Group. Confidential and Proprietary Wednesday, July 20, 2011
  • 109. Thank you www.dachisgroup.com + 1 512-275-7825 peter.kim@dachisgroup.com @peterkim Wednesday, July 20, 2011