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Transcript of What issocialbusiness(dachis) 1
What is social business?Peter KimChief Strategy Officer
22 July 2011
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
About Dachis Group.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
We are 200+ professionals worldwide
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
We are 200+ professionals worldwide
AustinLondon
PortlandNew York
PhiladelphiaSt. Louis
LincolnMadrid
AmsterdamSydney
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Weʼve worked with...
Fortune 100
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business is business
CUSTOMERS &BUSINESS PARTNERS
EMPLOYEES
CUSTOMERS &THE WORLD
BUSINESS NEEDS
SOCIAL BUSINESSCAPABILITIES & PROCESSES
EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET)
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business is business
CUSTOMERS &BUSINESS PARTNERS
EMPLOYEES
CUSTOMERS &THE WORLD
BUSINESS NEEDS
SOCIAL BUSINESSCAPABILITIES & PROCESSES
EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET)
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
“For the things we have to learn! before we can do,! ! we learn by doing.”
! ! ! ! - Aristotle
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
power of the>
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
the power of the social network
#sbs3MWednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
The state of social media
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Facebook analyst briefing, June 2006
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Facebook analyst briefing, June 2006
• Additional round of funding ($25 million)
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Facebook analyst briefing, June 2006
• Additional round of funding ($25 million)• Launched mobile in April
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
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,
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
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,
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
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
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
750Musers worldwide
Source: Facebook
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
750Musers worldwide
Source: Facebook
$79 billion valuationSource: TechCrunch
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Source: Twitter
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
YouTube
Source: Google
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
FourSquare
Source: FourSquare
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Source: LinkedIn
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
Evolution:
From social media to social business.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business is built on fundamentals
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business is built on fundamentals
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Work: Increasing accountability + always on mentality
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Work: Increasing accountability + always on mentality
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Society: Institutions engaging directly
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Society: Institutions engaging directly
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Society: Institutions engaging directly
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Society: Institutions engaging directly
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Technology: IT consumerization
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Technology: IT consumerization
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
But not so fast...
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The typical current state of social business
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
the strategy machine
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
Designing for social business
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business requires a holistic perspective
internal
external
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The social business design framework
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Connections Culture Communication Clarity
The social business design framework
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Connections
ECOSYSTEM:
To whom are you connected and how?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The Westgate Studies
Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The Westgate Studies
Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Then: communities on owned platforms
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: groups in earned media platforms
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: social service at scale
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Then: virtual worlds like Second Life
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: “game-ification” e.g. FarmVille + GagaVille
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Who owns social business?
SOCIAL BUSINESS LEADERSHIP
“One throat to choke”
Teacher
Social Business Managers
Social Brand Managers
Customer Service
PR
Creative Measurement
Listening Technology Project
Manager
Knowledge Manager Community
Managers
Writer
MARKETS
OVERSIGHT EXAMPLE REGIONS
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The right organization model matters
• Point in time
!"#$%&$'())) !"*(%"+,($!)-.'#$%&$'()))
• Process
DecentralizedModel
CentralizedModel
Shared Services / Coordinated Model
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
The right organization model matters
• Point in time
!"#$%&$'())) !"*(%"+,($!)-.'#$%&$'()))
• Process
DecentralizedModel
CentralizedModel
Shared Services / Coordinated Model
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Are you siloed or networked?
Source: LOC, twiangulate.com
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Are you siloed or networked?
Source: LOC, twiangulate.com
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Culture
HIVEMIND:
Do you have a social calibration?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
If you had to describe your relationship with work...
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
If you had to describe your relationship with work...
Me Work1
Me Work2
Me Work3
Me Work4
Me W ork5
M e Wo rk6
Me Work7
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Self vs. Work
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Self vs. Work
• We all have different levels of thinking about ourselves.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Self vs. Work
• Do you your employees consider themselves independent agents or team members?
• We all have different levels of thinking about ourselves.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
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
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Fortuneʼs 100 Best Companies to Work For in America vs. S&P 500
0%1%2%3%4%6%7%8%9%
10%11%
1998 2010
100 Best S&P 500
Source: Great Place To Work Institute
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now, what about your customers?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now, what about your customers?
Me Customer1
Me Customer2
Me Customer3
Me Customer4
Me Customer5
M e Customer6
MeCustomer
7
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Then: ratings and reviews
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: social shopping
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
PROCESSESare designed for collaboration
TECHNOLOGIESenable and optimize the ecosystem
EMPLOYEES
WE TRANSFORM COMPANIES TO THRIVE IN A SOCIAL WORLD
OurVision
A future in which all businesses are social businesses. What does that look like?
PEERS PARTNERS
INFLUENCERS
CUSTOMERS
PEOPLE and their networks powerhow business gets done.
Dachis Group
Focus on culture in context
leadership
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
PROCESSESare designed for collaboration
TECHNOLOGIESenable and optimize the ecosystem
EMPLOYEES
WE TRANSFORM COMPANIES TO THRIVE IN A SOCIAL WORLD
OurVision
A future in which all businesses are social businesses. What does that look like?
PEERS PARTNERS
INFLUENCERS
CUSTOMERS
PEOPLE and their networks powerhow business gets done.
Dachis Group
Focus on culture in context
leadership
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
PROCESSESare designed for collaboration
TECHNOLOGIESenable and optimize the ecosystem
EMPLOYEES
WE TRANSFORM COMPANIES TO THRIVE IN A SOCIAL WORLD
OurVision
A future in which all businesses are social businesses. What does that look like?
PEERS PARTNERS
INFLUENCERS
CUSTOMERS
PEOPLE and their networks powerhow business gets done.
Dachis Group
Focus on culture in context
leadership
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Communication
DYNAMIC SIGNAL:
Are you creating signal or noise?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Communication for work...
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
...or communication as work?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Nokia uses social signals for collaboration
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Does communication flow freely?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Does communication flow freely?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Then: corporate blogs to transmit clear signal
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: corporate Twitter accounts
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Policies, playbooks, and training create baselines
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
KNOWLEDGESCRM
SOCIAL INTELLIGENCE HUB
LEGAL
PR
PRODUCT
SALES
MKT
HR
CUSTOMERSACTIONABLE
VALUE
Collaboration is key
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Clarity
METAFILTER:
How can you measure and filter for meaning?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Technology options abound
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Technology options abound
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Then: user-filtered mashups
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Now: brand-curated mashups
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Measurement: Where to start?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
demographics of target audience
popularity
mainstream media mentions
fans
followers
growth rate of fans/followers
embeds/installs
downloadsuploads
user views
likes
comments
favorites
social bookmarks
subscriptions
page views
share of voice
effective CPM
change in SEO rankings
influence of consumers reached
buzz
sentiment
clicks
interaction rate
brand association
number of UGC submissions
tags added
contest entries
savings per customer generated through direct social media interactions
Measurement: Where to start?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Measurement for / of the masses
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
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
Sources: overtone.com, facebook.com, sas.com
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Gatorade aggregates real-time data streams
Tool: Dashboard features proprietary combo of Radian6, IBM programs, and other social media monitoring systems
Metrics include:• Online discussions• Sports trends• Media performance• Brand attributes• Sports buzz
Goal: Reverse 3-year sales slide by actively increasing real time participation
How: Weighing real-time response options by prioritizing mentions from fans, followers, and influencers
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Technology: tools support engagement
WEB LOYALTY
INFLUENCERS Blogs,
Communities
SOCIAL ANALYTICS
I.M.
SOCIAL HUB
EASY URL EMAIL
LISTENING
SHARE POINT
CRM WEB
TRENDS
SOCIAL CRM
COLLABORATION
BUSINESS DASHBOARD
MOBILE SOCIAL Apps Foursquare, Gowalla,
Etc.
SOCIAL
APPLICATIONS Widgets, Registration,
Mobile Apps
SOCIAL
MEDIA PLATFORMS Twitter, Facebook,
YouTube, Blogs
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Engagement in the Social CRM ecosystem
CustomerssCRM
Employees
Collectiveintelligence
• Open participation channels• Community-driven• Joint accumulated value• Scalable relationships• Improved and emergent outcomes
Participation andoversight
Community generatedactivity
Self-service
Structured and unstructured data
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
Are you ready for social business?
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Austin Solid Waste Services
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
• Austin Resource Collection & Recovery Utility• Austin Recycling & Waste Reduction Department• Austin Resource Recovery Utility
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Consumers are not in control
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Consumers are not in controlThe overheated rhetoric acts as a deceptive rationalization.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Consumers are not in controlThe overheated rhetoric acts as a deceptive rationalization.We marketers have far more control than we let on.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Consumers are not in controlThe 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.
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Consumers are not in controlThe 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
Wednesday, July 20, 2011
® 2011 Dachis Group. Confidential and Proprietary
What is social business? | 22 July 2011 #sbs3M
Social business leads to success.
Wednesday, July 20, 2011