social business design: web 2.0 nyc
Post on 14-Sep-2014
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Presentation given at Web 2.0 New York.TRANSCRIPT
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Social Business Design:Itʼs Clobberinʼ Time
@[email protected]://www.dachisgroup.com
@[email protected]://www.dachisgroup.com
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® 2009 Dachis Group. Confidential and Proprietary
Web 2.0 2009 | November 18, 2009
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“Social media” doesnʼt need to be saved...
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Web 2.0 2009 | November 18, 2009
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...It needs to be demolished
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Web 2.0 2009 | November 18, 2009
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Social media marketing is only one part of the equation
legalsupply chain
ITcorporate
distributionR&D
product developmentmanufacturing
etc…
social media marketing(subset of entire marketing activities)
business functions(which can be socialized)
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Web 2.0 2009 | November 18, 2009
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Exciting times
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Interesting times
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We have all been there.
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The industrial economy has evolved. We live in a networked economy. We need a network centric organizational model to realize its potential.
dachisgroup.com
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A shift towards social business
New distributed, collaborative, and agile organizations are able to surpass current barriers to growth in order to create new value
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A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model
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Social Business Design
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The definition of Social Business Design
• Social Business Design is the intentional creation of socially calibrated and dynamic business systems, process and culture.
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The definition of Social Business Design
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• The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes
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A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model
Social Business Design
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Businesses are made up of Technology, People and Process
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Conceptual Framework and Set of Lenses
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Business is made of Technology, People, and Process
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content ecosystem
cloud services
developer ecosystem
application ecosystem
commerce ecosystem
products
support services
supply chain ecosystem
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Businesses Represent All Constituents
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Conceptual Framework and Set of Lenses
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The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are.
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Challenges
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Participation creates scalability issues
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Personality is a plus, but...
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“I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
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...individuals donʼt scale well
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Some organizations are trying
imagine if your entire call center was a social business center
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Signs of ROI
Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too.Source: Twitter 101
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Social business must be integrated (but often isnʼt)
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the industrial machine rolls on
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Great PR & marketing, but is it integrated?
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Hiring and staffing
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How many followers means credibility?
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Wanted: chief social officer?
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Measurement is a challenge
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Constructs to measure?
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Governance
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Source: Ambidanze on Flickr
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What policy do you have in place?
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Does your workflow facilitate matters?
34Source: Dell Outreach in the blogosphere, Scribd
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Organizational culture: open or closed?
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Opportunities
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Open culture can create value ($1.2 billion)
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Eating our own dogfood...
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Engaging constituents informs your business
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Engaging constituents will inform business
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70,000 ideas in first yearFree coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee
Starbucks starts to connect the dots
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Corporate culture can be influenced
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Scaling can combine efficiency with delight
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Networks will supplement hierarchy
hierarchy + networks
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Expanded ecosystems become an advantage
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Conceptual Framework and Set of LensesThe Archetypes of Social Business Design
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Four Archetypes for Social Business Design.Building blocks and vocabulary.
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Ecosystem
From Disparate Silos To Connected Nodes
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Ecosystem (connection systems)- An expanded constituent
base including core and extended
- A robust, integrated network of nodes and connections
- A holistic technology architecture
- Strong and weak ties
- Active and ambient awareness
From Disparate Silos To Connected Nodes
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Ecosystem
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Core
Extended
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Hivemind
From Hoarding To Collaborating
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Hivemind (culture)
- A primary social calibration
- Active Participation
- Active Engagment
- Active Involvement
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Dynamic Signal
From Static To Dynamic - “Communication as work, not for work”
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Dynamic signal (communication process)
- Dynamic real time signals of all nodes in the ecosystem
- A change in the mode of authorship
- Updates on location
- Creates efficiencies
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Metafilter
From Filter Failure To Clear Signals“Finding meaning in all the noise”
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Metafilter (filter, measure)
- Filter, tag sort
- Define constructs for measurement
- Measure patterns not counts
- Depth over surface
- Trends versus snapshots
- Analyzing for meaning
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From Filter Failure To Clear Signals“Finding meaning in all the noise”
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A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model
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Social Business Design
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Social business design applied
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Why Social Business Design?
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+ =Improved
&EmergentOutcomes
•Cost savings and efficiencies
•Informed social marketing strategies
•New product & service offerings/innovations
•Adaptable business practices
•Improved collaborative processes
•Customer growth, retention and sustainability
•Expansion into new markets
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How Ready for Social Business are you?
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Thank You. (clobber with cuteness)
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Social Business Design:Itʼs Clobberinʼ Time
@[email protected]://www.dachisgroup.com
@[email protected]://www.dachisgroup.com