Back to the Future >> Social Business Design

Minnesota Ad FederationSocial Business 9/22/10

Dachis Group | Minnesota AdFed 2010

® 2010 Dachis Group. Confidential and Proprietary

Puppy.

15 Years ago we thought we were about to embark on a revolution to pioneer a new way of doing business.

We Passionately Believed that we could fundamentally change the world of commerce, communications, and culture.

Everything that could be digital...would be. Because it would be faster, better and cheaper.

“In the digital world, User Experience is the key definer of value”

Exciting times

We created a methodology, a lexicon, and an entire industry around making valuable digital user experiences.

Interesting times

Change

Inescapable Trends

Our world is truly getting wired

Source: Nielsen

The wires are getting faster

Source: Pew Internet & American Life Project, July 2008

IT consumerization is upon us

Consumer web apps proliferate

Source: Apple

We buy supercomputers at the mall

Source: One Laptop Per Child

And provide access to everyone...

Source: antigone78 on Flickr

We share opinions on everything

Cloud computing is a reality

Work demands an “always on” mentality

Social technologies keep us informed

Source: McKinsey & Company

But not so fast...

Work still happens in silos

We have endless point solutions not platforms

Businesses are overloaded with data

Consumers are increasingly skeptical

Source: Edelman

Participation isnʼt scalable...

...because individuals donʼt scale

People are people

Source: CarbonNYC on Flickr

Communication remains largely unidirectional

How will you govern?

Source: Ambidanze on Flickr

What policies do you have in place?

While the shape of the business world has changed...

Most Business Technology Systems, Business Process, and Business Cultures have not yet adapted...

We have all been there.

Weʼre moving beyond the industrial economyʼs limits. We live in a networked economy. We need a network centric organizational model to realize its potential.

dachisgroup.com

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

Social BusinessHuge Opportunities, Enormous Challenges

• Inescapable trends in society, the workplace and technology

• Inherent tension between the past and future

• Shift is happening across all facets of business. This is not about media or marketing

• Fundamental change required in systems, process and culture

• Every single company will undergo some form of transformation to accommodate

• Companies that donʼt embrace change and adapt are at a severe competitive disadvantage

• New distributed, collaborative, and agile organizations will be able to surpass current barriers to growth in order to create new value

A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model

Social Business Design

Social Business Summit 2010 LONDON | Social Business Design | March 18, 2010

The definition of Social Business Design

• Social Business Design is the intentional creation of socially calibrated and dynamic business systems, process and culture.

The definition of Social Business Design

• The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes

Business is made of Technology, People, and Process

content ecosystem

cloud services

developer ecosystem

application ecosystem

commerce ecosystem

products

support services

supply chain ecosystem

The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are.

Four Archetypes for Social Business Design.Building blocks and vocabulary.

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

dachisgroup.com

Ecosystem

Extended

A network of nodes and connections

Source: ethorson on Flickr

Hivemind (culture)

- A primary social calibration

- Active Participation

- Active Engagment

- Active Involvement

dachisgroup.com

A primary social calibration

Source: Larry Tomlinson on Flickr

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

dachisgroup.com

Metafilter (filter, measure)

- Filter, tag sort

- Define constructs for measurement

- Measure patterns not counts

- Depth over surface

- Trends versus snapshots

- Analyzing for meaning

dachisgroup.com

From Filter Failure To Clear Signals“Finding meaning in all the noise”

Social business design applied

Why Social Business Design?

+ =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

Social Business

All of the web is becoming socialAll business is done on the webAll business will be Social Business

Beyond influence and media, the real opportunities lie in creating a more connected, collaborative, dynamic and participatory business.

Social Business61

All of the web is becoming social-The media communications landscape has shifted

Connect, Share, Participate and Engage

Individuals

ConnectionsUser ProfilesPhotosVideoBloggingLocationStatus

Social Graph

All business is increasingly done on the web-The business landscape is shifting too

Connect, Collaborate, Engage and Transact

Suppliers Employees Customers

Data Data

EcommerceCollaborationMarketplacesAdvertisingEDITransactionsERPKnowledge Mgmt.Human ResourcesTravelShippingLogistics

Business Graph

All business is Social Business

Suppliers Employees Customers

IndividualsIndividualsIndividuals

Social Graph Business Graph+

Social Business Graph

SSC SCRME2.0 SMM

Connect, Collaborate, Engage and Transact

Connect, Share,

Participate and Engage

The Social Business Where are opportunities?

Enterprise 2.0

• Collaboration• Micro-blogging• Knowledge Mgmt• BPM• Expert Discovery

Social Supply Chain

• Community Mgmt• On-boarding• Compliance• Collaborative SCEM• SC Social Networking• Marketplaces

Social Media Marketing

• Twitter Campaign• Affinity Communities• Facebook Fan-page• Blogger Outreach• Social Coupon• Ratings and Reviews

Social CRM

• Listening• Customer Support• Communities• Network CSR

Corporate Leadership, Management and

Workforce

Partners & Suppliers

Customers

Modes of Social Business

SynthesizeAnalyze

Strategic

AggregateIntegrate

Operationalize

EnableInterruptConnectListenEngageParticipateInfluenceCollaborate

Adoption

Operationalize

Strategic

+Adoption

Operationalize

Adoption

Dachis Group- Representative Clients

Financial ServicesSocial Business Strategy

Situation:

Today's pre-eminent financial services company with 350,000 employees who manage 200 million customer accounts across six continents in more than 100 countries. “Social” initiatives at have been executed mostly under the radar and mostly lacking centralized coordination.

Project:

Develop an actionable social business strategy to help coordinate resources and leapfrog its competition.

Approach: Focus on three areas to formulate a social business strategy:

Social Media Landscape: Used customer survey data and brand monitoring outputs to create segmented perspectives on customer participation.

Competitive and Best Practices Assessment: Analyzed competition across social platforms and best practices within and external to industry.

Organization Design: Interviewed over 50 employees and surveyed large and complex organizations to determine ideal structure including social processes, staffing, and decision rights.

Results:

Created a vision statement for the bank along with a 24-month roadmap to outline how social initiatives should be rolled out to achieve competitive success.

Client example: Social Business Strategy

Citibank Interim Deliverable | February 2010

Assessment of todayʼs social media approach

Early daysManual processes

Lack methods for capturing social analytics and integrating into Web analytics for complete customer profileLack of understanding for social media value and how to measure social activities

Twitter Servicing is only launched initiative with process and guidelines for evaluating response and responding directly to customer complaints

No procedures for proactive engagementLimited engagement for blogs, forums and social campaigns

Expectations to get social media right the first time with little tolerance for errorPerception that risks in social media are greater than rewards

Social Business Strategy

Suggested Social Reporting Network

Community Manager

Cards Retail Wealth Management

Community Manager

PR, Media, Investor Relations

Social Business

Strategist

Listening Strategist

Social Servicing Strategist

How should Citi organize for social?• CMO Social Media team should

provide central governance and support to businesses and be responsible for coordinating efforts

• Responsibilities for social initiative execution should be shared in each business unit

• Business owners should be accountable for social media activities within their line of business

• Business owners should be measured on social media success in order to commit to executing social media initiatives

• Corporate functions (IT, Compliance and Legal, Risk) should be more supportive of business partner social engagement initiatives

Key:TM Traditional Marketing DM Digital

Marketing SM Social Media PR Public Relations C Corporate Marketing/

Communications

Centralized Support Shared Responsibilities

CMO Social Media Team

Decision rights framework

• CMO Social Media Team:- Provides guidance and support for business partner social initiatives (strategy, training, resources,

governance)

- Accountable for business partner adherence to corporate Digital Guidelines

• Global Communications Social Media Panel:- Consulted on naming conventions, branding and external communications

• Compliance & Legal, Risk, IT, HR:- Consulted on social media initiatives based on specific expertise (technology requirements,

regulations)

• Business owners:- Accountable for business unitʼs social media budget, resources, and execution of initiatives

• Brand marketers:- Responsible for adhering to corporate social media guidelines, budget and resources

- Responsible for managing people, processes, and technologies applied in social media efforts to achieve business objectives

• All participants are trained and informed

Cards Retail

Mortgage

CMO Social Strategist and

Wealth Management

Global Comm Social Media Panel,Compliance and Legal, Risk

Future state Citi social governance model

Legend: R = Responsible, A= Accountable, S=Supportive, C= Consulted, I = Informed

IT, BISO, HRC S

Higher EducationSocial Business Strategy

Situation:

The parent of eight higher learning institutions in North America. Through these organizations, the company endeavors to provide applications-oriented undergraduate education that includes a well-designed general education component to broaden student learning and strengthen long-term personal and career potential. Various brands have experimented with social media on an ad-hoc basis; as a holding company, they needed a strategy to coordinate efforts toward success.

Project:

Design strategy through which the company could support its constituent organizations in operationalizing social business strategies, tools and programs.

Approach:

Developed a comprehensive strategy to organize for social effectiveness; create governance to manage social engagement and risk; identify future social media interaction opportunities; and, support student learning through innovation.

Results:

Formulated a strategy applicable across brands, outlining a realistic approach to organization for social business and the corresponding, programs, and processes.

SoftwareSocial Servicing

Situation:

The nation’s leading tax preparation software, with over 20 million customers. Professionals were active in social media on an individual basis, but the company needed assistance to construct a coordinated approach to social servicing, specifically utilizing Twitter.

Project:

Assist in establishing a multi-tenanted customer service initiative for social media. The initiative would enable registered company representatives to participate in discussions aggregated under an official company account.

Approach:

Interview key stakeholders to define requirements and create cross-functional buy-in. In addition, Conduct extensive research of brands with mature Twitter presences to inform creation of program design.

Results:

After creating the program, firm was asked to help implement as well. By the end of the first tax season where the program was operating, employee participation increased from six to 40 personnel. Based on customer feedback, the company also achieved a 71% likelihood of customers to recommend, pointing to bottom-line impact.

Social Servicing

Multi Brand International CosmeticsSocial Business Advisory

Situation:

The company are leaders in making the world a more beautiful place via its 29 brands offering luxury skin care, makeup, fragrance, and haircare products. The company embarked on a corporate marketing reorganization and required guidance on where to integrate social constructs.

Project:

Audit and augment social business strategy, leveraging our industry expertise and knowledge of best practices and organizational challenges of companies facing similar issues.

Approach:

Working closely with company’s digital task force, created an overarching cultural change framework for social initiatives. Within this framework, multiple deliverables provided guidance on how to structure and operationalize social business initiatives.

Results:

The company’s digital task force delivered a robust recommendation set to its executive sponsor, including guidance on community management, cultural change, collaboration tools, education and training, listening and crisis response, social media policy, and global social network usage.

Social Business Advisory

Large Beverage CompanySocial Business Education

Situation:

The world’s largest beverage company and one of the world’s most loved brands and as a marketing innovator, the company recognized that social media marketing has become a critical component to communicating with today’s consumer and has already been utilizing social media channels in local markets around the world. However, the social media space shifts rapidly and the company needed assistance to prepare its personnel for the changes in the operating environment.

Project:

Produce a Social Media Marketing (SMM) training course that highlights what is going on in the social space, how consumers and brands are connecting, how brands are having success through SMM, how companies should be measuring SMM, and more.

Approach:

Drew on its personal and professional expertise in social media to develop a training course with seven modules that could be customized for local markets and updated as the market evolves.

Results:

Produced materials for both in-person and eLearning delivery to address the client’s need for course scalability. Presented the materials at company headquarters to train internal trainers who would be able to redeliver the course to 40 regions worldwide.

I still passionately believe that we can have a profound effect on the world of commerce, communications, and culture.

Today we continue to define a new way of doing business

Thanks.

@jeffdachis

Dachis GroupMinnesota Ad Federation 2010

Dachis Group515 Congress Avenue, Suite 2420Austin, Texas 78701512-275-7825

Jeff@dachisgroup.com@jeffdachis

Back to the Future >> Social Business Design

Business

Transcript of Back to the Future >> Social Business Design

10 years of BRITE: Looking Back to the Future of the Digital Business Revolution

back in the future

Vinayak Chatterjee 12th Plan Back to the Future Business Standard

Back to future

“Back to the Future”

Strip Back The Future

BACK TO THE FUTURE - werkstaat-design.com · BACK TO THE FUTURE JEWELLERY BACK TO THE FUTURE JEWELLERY BACK TO THE FUTURE JEWELLERY Title: NYC Author: stournaras vagelis Keywords:

Back to the Future…

Back to future (thesis)

Back to the Future - ABIC 1 Business of... · Back to the Future. “Past way of facing the future?” - Communicating simply and clearly –lose the gobbledygook - Exploding the

MI - Business Life Hacks Inspired by Back to the Future

1 One-Stop-Science-Shop InnovationTOUR Take your own ride! Innovation needs Future Position Milestones back from future Ideas to realize the future Business.

SmartAcre - Business Life Hacks Inspired by Back to the Future

BACK TO SCHOOL, BACK TO THE FUTURE

Welcome Back Future Scientists!. .

Card Set Number Player Back to the Future Materials 5 ......Back to the Future Materials 4 Amar'e Stoudemire Back to the Future Materials 5 Arron Afflalo Back to the Future Materials