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Social Business By

Design

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Hello.David ArmanoSr. Partner, Dachis Groupdachisgroup.com

Logic + Emotiondavidarmano.com

@armano

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“Social Media is like teen sex. Everyone wants to do it, nobody knows how. When it’s finally done, there is surprise it’s not better. ”

Avinash Kaushick, Analytics Evangelist, Google

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Still, teens are having sex

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So, what’s changed? Command & control.

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Facilitation leads to engagement

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Engagement leads to participation

“Comments, which were absent from the broadcast phase now represented almost 10% of the view rate.”

Source: Doug White, Social Media Today

Broadcast Techniques

Used

EngagementTechniques

Used

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the network economy“America’s opportunity is to lead the network economy, not protect the industrial economy”

~John Gerzema, CIO Young & Rubicam

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Attention on the network is earned in streams

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Social as just another marketing channel?

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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 don’t 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 isn’t)

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the industrial machine rolls on

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Great PR & marketing, but is it integrated?

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Starbucks starts to connect the dots

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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

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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?

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Source: Dell Outreach in the blogosphere, Scribd

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Organizational culture: open or closed?

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An open culture (worth $900 million)

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An emergent outcome

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How does social integrate?

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Centralization: aka command-and-control

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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications

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Decentralization: aka free-for-all

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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications

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Shared services: a hybrid approach

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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications

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Duct tape and bubble gum won’t cut it

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It’s time for social business by design

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Four core archetypes

Ecosystem Hivemind Dynamic Signal Metafilter

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Ecosystem (Connections)

From Disparate Silos To Connected Nodes

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Hivemind (Culture)

From Hoarding To Collaborating

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Dynamic Signal (Communication)

From Static To Dynamic

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Metafilter (Content)

From Filter Failure To Clear Signals

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Why?

+ =Leveraged

&EmergentOutcomes

•Cost savings and efficiencies

•Informed social marketing strategies

•New product & service offerings/innovations

•Improved collaborative processes

•Adaptable business practices

•Customer growth, retention and sustainability

•Expansion into new markets

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because it’s time to grow up

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“social” will be replaced by “it’s how

we do business”

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ThankYou.

David ArmanoSr. Partner, Dachis Groupdachiscorporation.com

Logic + Emotiondavidarmano.com

@armano

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Social Business By

Design