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.



What is social business? | 22 July 2011 #sbs3M

We are 200+ professionals worldwide




We are 200+ professionals worldwide

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Weʼve worked with...

Fortune 100




Social business is business

CUSTOMERS &BUSINESS PARTNERS

EMPLOYEES

CUSTOMERS &THE WORLD

BUSINESS NEEDS

SOCIAL BUSINESSCAPABILITIES & PROCESSES

EMPLOYEES, CUSTOMERS & SUPPLIER NEEDS (MET & UNMET)



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

! ! ! ! - Aristotle




power of the>




the power of the social network

#sbs3MWednesday, July 20, 2011


The state of social media




Facebook analyst briefing, June 2006





• Additional round of funding ($25 million)





• Additional round of funding ($25 million)• Launched mobile in April





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





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

7 million registered users




750Musers worldwide

Source: Facebook




750Musers worldwide

Source: Facebook

$79 billion valuationSource: TechCrunch




Twitter

Source: Twitter




YouTube

Source: Google




FourSquare

Source: FourSquare




LinkedIn

Source: LinkedIn



Evolution:

From social media to social business.




Social business is built on fundamentals




Work: Increasing accountability + always on mentality




Society: Institutions engaging directly




Technology: IT consumerization



But not so fast...




The typical current state of social business




the strategy machine



Designing for social business




Social business requires a holistic perspective

internal

external




The social business design framework




Connections Culture Communication Clarity

The social business design framework




Connections

ECOSYSTEM:

To whom are you connected and how?




The Westgate Studies

Site plan of Westgate and Westgate West — Festinger, Schacter, Lewin, Back, 1950




Then: communities on owned platforms




Now: groups in earned media platforms




Now: social service at scale




Then: virtual worlds like Second Life




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




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




The right organization model matters

• Point in time

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

• Process

DecentralizedModel

CentralizedModel

Shared Services / Coordinated Model


http://www.enterprise.mtu.edu/highschool/partners/logos/ibm-logo.jpg










http://www.google.com/imgres?imgurl=http://scrapetv.com/News/News%252520Pages/Business/images/best-buy-logo.jpg&imgrefurl=http://scrapetv.com/News/News%252520Pages/Business/Pages/Best-Buy-sales-dip-due-to-lack-of-shinyness-Scrape-TV-The-World-on-your-side.html&h=551&w=800&sz=65&tbnid=BdWDO6myfBhSRM:&tbnh=98&tbnw=143&prev=/images%253Fq%253Dbest%252Bbuy%252Blogo&hl=en&usg=__cncYBvGnC1PxstGreSjsMt3uigQ=&ei=K2SZS_WPKJGVtgfLiOC2CQ&sa=X&oi=image_result&resnum=3&ct=image&ved=0CAoQ9QEwAg














Are you siloed or networked?

Source: LOC, twiangulate.com




Culture

HIVEMIND:

Do you have a social calibration?




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




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




Self vs. Work




Self vs. Work

• We all have different levels of thinking about ourselves.




Self vs. Work

• Do you your employees consider themselves independent agents or team members?

• We all have different levels of thinking about ourselves.




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

100 Best S&P 500

Source: Great Place To Work Institute




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




Now, what about your customers?




Now, what about your customers?

Me Customer1

Me Customer2

Me Customer3

Me Customer4

Me Customer5

M e Customer6

MeCustomer

7




Then: ratings and reviews




Now: social shopping




Miscalibrated communications




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




Communication

DYNAMIC SIGNAL:

Are you creating signal or noise?




Communication for work...




...or communication as work?




Nokia uses social signals for collaboration




Does communication flow freely?




Then: corporate blogs to transmit clear signal




Now: corporate Twitter accounts




Policies, playbooks, and training create baselines




KNOWLEDGESCRM

SOCIAL INTELLIGENCE HUB

LEGAL

PR

PRODUCT

SALES

MKT

HR

CUSTOMERSACTIONABLE

VALUE

Collaboration is key




Clarity

METAFILTER:

How can you measure and filter for meaning?




Technology options abound




Then: user-filtered mashups




Now: brand-curated mashups




Measurement: Where to start?




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?




Measurement for / of the masses




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




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




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




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



Are you ready for social business?




Austin Solid Waste Services




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




Consumers are not in control




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




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




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.




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




Social business leads to success.


Thank you

www.dachisgroup.com+ 1 [email protected]@peterkim


http://www.dachisgroup.com






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