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
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Wednesday, July 20, 2011
5. What is social business? | 22 July 2011 #sbs3M
Weʼve worked with...
Fortune 100
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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
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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
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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
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Wednesday, July 20, 2011
22. What is social business? | 22 July 2011 #sbs3M
FourSquare
Source: FourSquare
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Wednesday, July 20, 2011
23. What is social business? | 22 July 2011 #sbs3M
LinkedIn
Source: LinkedIn
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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
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Wednesday, July 20, 2011
48. What is social business? | 22 July 2011 #sbs3M
Then: virtual worlds like Second Life
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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.
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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?
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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
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Wednesday, July 20, 2011
67. What is social business? | 22 July 2011 #sbs3M
Now: social shopping
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Wednesday, July 20, 2011
68. What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
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Wednesday, July 20, 2011
69. What is social business? | 22 July 2011 #sbs3M
Miscalibrated communications
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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...
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Wednesday, July 20, 2011
77. What is social business? | 22 July 2011 #sbs3M
...or communication as work?
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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
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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?
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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