Peter Kim, Community Conference 2012
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Transcript of Peter Kim, Community Conference 2012
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Social Business By DesignPeter KimChief Strategy Officer
22 May 2012
All content ® 2012 Dachis Group
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About DACHIS GROUP
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Dachis Group is 250+ professionals worldwide
AustinLondon
PortlandNew York
PhiladelphiaSt. Louis
LincolnMadrid
AmsterdamSydney
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
What we do
MEASURE PERFORMANCE+ Big data analytics+ SaaS applications+ Listening and metrics
MANAGE BRANDS+ Social business strategy+ Apps and experiences+ Advocacy and community management
CONNECT COMPANIES+ Enterprise social technology+ Workforce collaboration+ Social CRM
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
We’ve worked with...
Fortune 100
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Never say never
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Things I said I’d never do• Join a startup
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
How I got here• Strategy consulting at Coopers & Lybrand, 1995 - 1998• Digital strategy at Razorfish, 2000 - 2001• Head of global digital marketing + ecommerce at PUMA,
2001 - 2004• Analyst at Forrester, 2005 - 2008• (other jobs at General Electric, Arthur Andersen, Andersen
Consulting, Fidelity Investments, Prudential Securities, Touche Ross)
• Employee #1 at Dachis Group, 2008
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Things I said I’d never do• Join a startup• Move to Texas
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Things I said I’d never do• Join a startup• Move to Texas• Write a book
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The book
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
The book• A true social business
book- Internal and external
focus
- B2B and B2C examples
- Marketing, IT, HR, and other departments
- Strategy and tactics
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Designing a social business
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
The premise• The Internet has shown fundamentally better ways to live and work
- Organizations want “social” to create competitive advantage and drive business results
• Early encounters were trial and error
- Office Max’s Elf Yourself
- Wal-Mart’s The Hub
- Wells Fargo Guided By History blog
• Today, we can cultivate planned outcomes
- Organizations must change the ways they think and work
- A holistic approach is needed
- We are still early, but now can replicate success from examples
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The ten tenets of social business
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Tenet #1
Anyone can participate
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Source: http://fold.it/portal/site_files/theme/science/humanfyn.png
15 years reduced to 10 days
#1: Anyone can participate
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Best Buy Community Forums
Generates $5 mm annually
#1: Anyone can participate
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
IBM in social business
$100 million in annual support savings
#1: Anyone can participate
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Crowdsourcing tax advice
90 non-employee superusers contributed 115,000 answers
#1: Anyone can participate
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Tenet #3
Focus on business outcomes
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
reCAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart)
150,000 hours of work each day
Source: reCAPTCHA
#3: Focus on business outcomes
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Virgin America raises $50,000
25% increase to Elevate and top five all-time sales day
#3: Focus on business outcomes
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Tenet #5
Engage the right community
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Austin Solid Waste Services#5: Engage the right community
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
• Austin Resource Collection & Recovery Utility• Austin Recycling & Waste Reduction Department• Austin Resource Recovery Utility
#5: Engage the right community
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
“Austin Resource Recovery”
#5: Engage the right community
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Tenet #8
Listen and engage continuously
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
KLM’s world record in-flight party
KLM #Fly2Miami, March 2011. Source: KLM
#8: Listen and engage continuously
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Lancome’s official video makeup artist
Sources: youtube.com, lancome-usa.com
#8: Listen and engage continuously
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Hyatt Regency Lost Pines
Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page
#8: Listen and engage continuously
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Putting it all together
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
What maturity looks like
• Enterprise-wide transformation of processes
• Scalable supporting capabilities- Social Business Unit
• ROI derived from social business solutions- http://goo.gl/fb/ANfOW
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Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
Summary• Tech driven shifts in work and life set the stage• Early experiments, current stage moving towards maturity• Ten tenets of social business design