Social Business Design

E2.0 2009Social Business Design

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

Le Enterprise Est Mort, Vive Le Enterprise!

® 2009 Dachis Group. Confidential and Proprietary 2

15 years of Technology Transformation


Social Business Design | November 4, 2009

Everything that can be digital, will be.Everything that can be digital, will be.



Exciting timesExciting times



Interesting timesInteresting times



We have all been there.We have all been there.


The Song Remains the SameThe Promise of Nothing Newg



Business is based onBusiness is based on People, Process, and Technology Systems

• The enterprise wants to provide and receive value

• The enterprise wants people to want to be involved and invested where they spend their timeand invested where they spend their time

• The enterprise wants a process that encourages people to be involved and values their contributionp p

• The enterprise wants systems that enable people to be involved in a process so they can most efficientl pro ide and recei e al eefficiently provide and receive value.


The Enterprise Is The Business



The Enterprise is not IT. e te p se s ot

• The Enterprise is made up of the People, Processes, and p p p , ,Technology Systems that are used to exchange value in every area of the business.

St f i l IT- Stop focusing on only IT.

- You are missing 2/3 of the picture.



The Enterprise is ALL of the businessThe Enterprise is ALL of the business• .

• The Enterprise represents ALL parts of a businesses

- Employees- Employees

- Customers

Shareholders content ecosystem support services- Shareholders

- Business Partners

Suppliers

ycommerce ecosystem

services

- Suppliers

- Distributerscloud services

developer ecosystem

application ecosystem

productssupply chain ecosystem


supply chain ecosystem


People, Process, and Technology SystemsPeople, Process, and Technology Systems have not yet adapted...



....While the shape of the Enterprise has p pchanged


Inescapable Trends



Our world is truly getting wiredOur world is truly getting wired

® 2009 Dachis Group. Confidential and Proprietary

Source: Nielsen


The wires are getting fasterThe wires are getting faster


Source: Pew Internet & American Life Project, July 2008


IT consumerization is upon usco su e at o s upo us



Consumer web apps proliferateCo su e eb apps p o e ate



We buy supercomputers at the malle buy supe co pute s at t e a


Source: Apple


And provide access to everyone...d p o de access to e e yo e


Source: One Laptop Per Child


We share opinions on everythingWe share opinions on everything


Source: antigone78 on Flickr


Cloud computing is a realityC oud co put g s a ea ty



Work demands an “always on” mentalityo de a ds a a ays o e ta ty



Social technologies keep us informedSocial technologies keep us informed


Source: McKinsey & Company

But not so fast...



Consumers are increasingly skepticalConsumers are increasingly skeptical


Source: Edelman


Participation isn’t scalable...Participation isn t scalable...



...because individuals don’t scale...because individuals don t scale



People are peoplePeople are people


Source: CarbonNYC on Flickr


Communication remains largelyCommunication remains largely unidirectional



Work still happens in silosWork still happens in silos



We have endless point solutions not e a e e d ess po t so ut o s otplatforms



Businesses are overloaded with data



How will you govern?How will you govern?


Source: Ambidanze on Flickr


What policies do you have in place?What policies do you have in place?


Pulling it Together



The industrial economy has evolved and requires some fresh thinking to realize its potential. Today, we live in a network economy. We need a network centric organi ational modelcentric organizational model.

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A shift towards social businessA 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 Business Design



An organizational framework for doingAn organizational framework for doing business in a networked economy

• Social Business Design is the i i l i f i llintentional creation of socially calibrated and dynamic business systems, process and culture.



An organizational framework for doingAn organizational framework for doing business in a networked economy

• The Goal: Enhanced value exchange among constituentsexchange among constituents with Improved and emergent b i tbusiness outcomes


The Archetypes of Social Business Design



Four Archetypes forSocial Business Design



Ecosystem y

F Di Sil T C d N d

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From Disparate Silos To Connected Nodes


A network of nodes and connectionsA network of nodes and connections


Source: ethorson on Flickr


Core and ExtendedCore and Extended

Extended

Core



Ecosystem (connection systems)Ecosystem (connection systems)- An expanded constituent

base including core and extended

- A robust, integrated network of nodes and connectionsA h li ti t h l d hi- A holistic technology architecture

- Strong and weak ties

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- Strong and weak ties- Active and ambient

awareness


awarenessFrom Disparate Silos To Connected Nodes


Hivemind

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From Hoarding To Collaborating


A primary social calibrationp y


Source: Larry Tomlinson on Flickr


Hivemind (culture)Hivemind (culture)

- A primary social calibrationcalibration

- Active Participation- Active Engagment- Active Involvement

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From Hoarding To Collaborating


Dynamic Signal

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From Static To Dynamic -“Communication as work, not for work”


,


Dynamic signal

• real time communication• real-time communication

• human and machine signals

• signals from relevant transmission points

d t l ti• updates on location

• monitors and acts upon signals of others



Dynamic signal (communication process)Dynamic signal (communication process)

- Dynamic real time ysignals of all nodes in the ecosystem

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- A new mode of transparent authorship and ownershipand ownership

- Creates efficiencies

From Static To Dynamic -


From Static To Dynamic -“Communication as work, not for work”


Metafilter

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From Filter Failure To Clear Signals


“Finding meaning in all the noise”


Diverse data sets need contexte se data sets eed co te t


Source: Nicolas Felton 2007 Annual Report


Analyze for meaningAnalyze for meaning


Source: Nielsen Online


Classify and focus the analysisClassify and focus the analysis“Reasons I am frustrated “Reasons I am frustrated with the general public: 1. with the general public: 1.

Everyone is running Everyone is running around like a chicken witharound like a chicken witharound like a chicken with around like a chicken with their head cut off talking their head cut off talking about the &*%$ swine about the &*%$ swine

flu...” 2009flu...” 2009--0404--3030

Mainstream pharmacy sites Mainstream pharmacy sites repost press release: “US repost press release: “US

Swine Flu Deaths Hit Double Swine Flu Deaths Hit Double Digits.” 2009Digits.” 2009--0505--2121


Source: Nielsen Online


Metafilter (filter, measure)Metafilter (filter, measure)

- Filter tag sortFilter, tag sort- Define constructs for

measurment

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- Analyzing for meaning- Define relevanceDefine relevance- Amplify relevance

From Filter Failure To Clear Signals


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

Challenges: Its Early



A hiveminded dynamically signalingA hiveminded, dynamically signaling, metafiltered ecosystem will perform exponentially better.p y



We are all working hard, but lets workWe are all working hard, but lets work smarter• Eliminate the duct tape and bubble gum

• Focus on People Process and Technology• Focus on People, Process, and Technology

• Create an overarching plan: Systems Architecture (holistic and agnostic)- Systems Architecture (holistic and agnostic)

- Cultural Change Management

- Process Evaluation and Reorganizationocess a uat o a d eo ga at o

- Governance, Leadership, Accountability, Investment and return

- Measurement strategy- measure the right things



Social business design appliedSocial business design applied



Why Social Business Design?Why Social Business Design?

I d+ =

Improved&

EmergentOutcomesOutcomes

•Cost savings and efficiencies•Adaptable business practices

•Informed social marketing strategies

•New product & service offerings/innovations

•Improved collaborative processes

•Customer growth, retention and sustainability

E i i t k t


•Expansion into new markets

How ready are you for social business?


The Enterprise is dead. Long live the Enterprise!


Thank You.


Dachis Group Jeffrey DachisChi f E ti OffiChief Executive Officer

[email protected] // dachisgro p comhttp://www.dachisgroup.com512-275-7830

Social Business Design

Technology

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