Social Business Design: Web 2.0 NYC

Social Business Design:Itʼs Clobberinʼ Time

@[email protected]://www.dachisgroup.com


® 2009 Dachis Group. Confidential and Proprietary

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“Social media” doesnʼt need to be saved...


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...It needs to be demolished


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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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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.

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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


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

® 2009 Dachis Group. Confidential and Proprietary 13




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


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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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


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



Social Business Design: Web 2.0 NYC

Business

Transcript of Social Business Design: Web 2.0 NYC