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Social Business Design Principles

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Dachis Group is a social business consultancy with over 250 professionals worldwide. It helps companies measure social media performance, manage brands on social platforms, and connect enterprises through social technology and workforce collaboration. The document discusses Peter Kim's book on designing social businesses, outlining 10 tenets including allowing anyone to participate, focusing on business outcomes, and continuously listening and engaging communities. It provides examples from companies like Best Buy, Virgin America, and Hyatt that have successfully applied social business strategies.

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Social Business By Design Peter Kim Chief Strategy Officer 22 May 2012 All content ® 2012 Dachis Group
About DACHIS GROUP
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Dachis Group is 250+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney
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
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim We’ve worked with... Fortune 100
Never say never
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Things I said I’d never do • Join a startup
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
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
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
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
The book
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
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Designing a social business
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
The ten tenets of social business
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #1 Anyone can participate
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate 15 years reduced to 10 days Source: http://fold.it/portal/site_files/theme/science/humanfyn.png
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate Best Buy Community Forums Generates $5 mm annually
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate IBM in social business $100 million in annual support savings
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate Crowdsourcing tax advice 90 non-employee superusers contributed 115,000 answers
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #3 Focus on business outcomes
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomes reCAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart) 150,000 hours of work each day Source: reCAPTCHA
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomes Virgin America raises $50,000 25% increase to Elevate and top five all-time sales day
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #5 Engage the right community
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community Austin Solid Waste Services
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community • Austin Resource Collection & Recovery Utility • Austin Recycling & Waste Reduction Department • Austin Resource Recovery Utility
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community “Austin Resource Recovery”
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #8 Listen and engage continuously
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously KLM’s world record in-flight party KLM #Fly2Miami, March 2011. Source: KLM
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously Lancome’s official video makeup artist Sources: youtube.com, lancome-usa.com
Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously Hyatt Regency Lost Pines Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page
Putting it all together
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
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
THANK YOU http://www.dachisgroup.com + 1 512-275-7825 peter.kim@dachisgroup.com @peterkim

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Social Business Design Principles

  • 1. Social Business By Design Peter Kim Chief Strategy Officer 22 May 2012 All content ® 2012 Dachis Group
  • 3. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Dachis Group is 250+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney
  • 4. 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
  • 5. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim We’ve worked with... Fortune 100
  • 7. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Things I said I’d never do • Join a startup
  • 8. 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
  • 9. 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
  • 10. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim
  • 11. 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
  • 13. 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
  • 14. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Designing a social business
  • 15.
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  • 17.
  • 18.
  • 19. 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
  • 20. The ten tenets of social business
  • 21. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #1 Anyone can participate
  • 22. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate 15 years reduced to 10 days Source: http://fold.it/portal/site_files/theme/science/humanfyn.png
  • 23. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate Best Buy Community Forums Generates $5 mm annually
  • 24. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate IBM in social business $100 million in annual support savings
  • 25. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #1: Anyone can participate Crowdsourcing tax advice 90 non-employee superusers contributed 115,000 answers
  • 26. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #3 Focus on business outcomes
  • 27. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomes reCAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart) 150,000 hours of work each day Source: reCAPTCHA
  • 28. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #3: Focus on business outcomes Virgin America raises $50,000 25% increase to Elevate and top five all-time sales day
  • 29. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #5 Engage the right community
  • 30. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community Austin Solid Waste Services
  • 31. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community • Austin Resource Collection & Recovery Utility • Austin Recycling & Waste Reduction Department • Austin Resource Recovery Utility
  • 32. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #5: Engage the right community “Austin Resource Recovery”
  • 33. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim Tenet #8 Listen and engage continuously
  • 34. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously KLM’s world record in-flight party KLM #Fly2Miami, March 2011. Source: KLM
  • 35. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously Lancome’s official video makeup artist Sources: youtube.com, lancome-usa.com
  • 36. Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim #8: Listen and engage continuously Hyatt Regency Lost Pines Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page
  • 37. Putting it all together
  • 38. 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
  • 39. 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
  • 40. THANK YOU http://www.dachisgroup.com + 1 512-275-7825 peter.kim@dachisgroup.com @peterkim