1. Social Business Design: A Global Vision
Peter Kim
Managing Director, North America
2 March 2011

2. 2
Two slides about Dachis Group
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3. Social Business Summit Sydney | 2 March 2011
We are 200+ professionals in ten cities worldwide
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4. Social Business Summit Sydney | 2 March 2011
We are 200+ professionals in ten cities worldwide
Austin
London
New York
Portland
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
® 2011 Dachis Group. Confidential and Proprietary

5. Social Business Summit Sydney | 2 March 2011
Who weʼve worked with
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6. Social Business Summit Sydney | 2 March 2011
Who weʼve worked with
CONSUMER INDUSTRIAL ELECTRONICS R E TA I L TELECOM
GOVERNMENT T R AV E L / L I F E S T Y L E FOOD/BEVERAGE AUTOMOTIVE
FINANCIAL SERVICES
® 2011 Dachis Group. Confidential and Proprietary

7. 5
A bit of industry history
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8. Social Business Summit Sydney | 2 March 2011
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9. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

10. Social Business Summit Sydney | 2 March 2011
Then in 2006...
® 2011 Dachis Group. Confidential and Proprietary

11. Social Business Summit Sydney | 2 March 2011
Then in 2006...
® 2011 Dachis Group. Confidential and Proprietary

12. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

13. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

14. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

15. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

16. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

17. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

18. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

19. Social Business Summit Sydney | 2 March 2011
Saved by a tweet
® 2011 Dachis Group. Confidential and Proprietary

20. Social Business Summit Sydney | 2 March 2011
Saved by a group
® 2011 Dachis Group. Confidential and Proprietary

21. Social Business Summit Sydney | 2 March 2011
Discovered as an international star
® 2011 Dachis Group. Confidential and Proprietary

22. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

23. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

24. But not so fast...
® 2011 Dachis Group. Confidential and Proprietary

25. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

26. Social Business Summit Sydney | 2 March 2011
Dell hell
® 2011 Dachis Group. Confidential and Proprietary

27. Social Business Summit Sydney | 2 March 2011
The Great HSBC student rip-off
® 2011 Dachis Group. Confidential and Proprietary

28. Social Business Summit Sydney | 2 March 2011
Motrin Moms
® 2011 Dachis Group. Confidential and Proprietary

29. Social Business Summit Sydney | 2 March 2011
People want personal benefit
Source: CarbonNYC on Flickr
® 2011 Dachis Group. Confidential and Proprietary

30. Social Business Summit Sydney | 2 March 2011
People want personal benefit
Source: CarbonNYC on Flickr
® 2011 Dachis Group. Confidential and Proprietary

31. Social Business Summit Sydney | 2 March 2011
Selecting a tool is difficult
® 2011 Dachis Group. Confidential and Proprietary

32. Social Business Summit Sydney | 2 March 2011
Selecting a tool is difficult
• Blogs.
• Bebo. Bit.ly. Bloglines. Cyworld. Delicious.
digg. Disqus. Dopplr. Drop.io. Facebook.
Feedburner. Flickr. Foursquare. FriendFeed.
Friendster. Google Buzz. Gowalla. hi5.
instagr.am. Jive. LinkedIn. LiveJournal. mixi.
MySpace. Ning. Orkut. Plancast. Posterous.
PubSubHub. reddit. renren. Scribd. Second
Life. Seesmic. Skyrock. SlideShare.
StudiVZ. StumbleUpon. TripIt. Tumblr.
® 2011 Dachis Group. Confidential and Proprietary

33. Social Business Summit Sydney | 2 March 2011
Noise drowns out signal, causing filter failure
® 2011 Dachis Group. Confidential and Proprietary

34. Social Business Summit Sydney | 2 March 2011
Noise drowns out signal, causing filter failure
® 2011 Dachis Group. Confidential and Proprietary

35. Social Business Summit Sydney | 2 March 2011
Individuals donʼt scale
® 2011 Dachis Group. Confidential and Proprietary

36. Social Business Summit Sydney | 2 March 2011
Individuals donʼt scale
?
® 2011 Dachis Group. Confidential and Proprietary

37. Social Business Summit Sydney | 2 March 2011
Incorporating social is tough
® 2011 Dachis Group. Confidential and Proprietary

38. Itʼs time for social business
® 2011 Dachis Group. Confidential and Proprietary

39. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

40. Social Business Summit Sydney | 2 March 2011
® 2011 Dachis Group. Confidential and Proprietary

41. Social Business Summit Sydney | 2 March 2011
Our connections are getting faster...
Non-Dialup Dialup
Source: Australian Bureau of Statistics, June 2010
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42. Social Business Summit Sydney | 2 March 2011
Our connections are getting faster...
Non-Dialup Dialup
Australian Internet Subscribers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Jun 2006 Sep 2006 Mar 2007 Dec 2007 Jun 2008 Dec 2008 Jun 2009 Dec 2009 Jun 2010
Source: Australian Bureau of Statistics, June 2010
® 2011 Dachis Group. Confidential and Proprietary

43. Social Business Summit Sydney | 2 March 2011
...with increasingly powerful nodes
Source: Apple
® 2011 Dachis Group. Confidential and Proprietary

44. Social Business Summit Sydney | 2 March 2011
...with increasingly powerful nodes
Source: Apple
® 2011 Dachis Group. Confidential and Proprietary

45. Social Business Summit Sydney | 2 March 2011
We can office everywhere...
Source: re-ality on Flickr
® 2011 Dachis Group. Confidential and Proprietary

46. Social Business Summit Sydney | 2 March 2011
...and stay connected in the cloud
® 2011 Dachis Group. Confidential and Proprietary

47. Social Business Summit Sydney | 2 March 2011
...and stay connected in the cloud
® 2011 Dachis Group. Confidential and Proprietary

48. Social Business Summit Sydney | 2 March 2011
We live in public...
Credit: hyku on Flickr
® 2011 Dachis Group. Confidential and Proprietary

49. Social Business Summit Sydney | 2 March 2011
...and open up to the world
Source: antigone78 on Flickr
® 2011 Dachis Group. Confidential and Proprietary

50. Social Business Summit Sydney | 2 March 2011
...and open up to the world
Source: antigone78 on Flickr
® 2011 Dachis Group. Confidential and Proprietary

51. Social business by design
® 2011 Dachis Group. Confidential and Proprietary

52. Social Business Summit Sydney | 2 March 2011
Connections Culture Communication Clarity
® 2011 Dachis Group. Confidential and Proprietary

53. Social Business Summit Sydney | 2 March 2011
Connections
• To whom are you
connected and how?
® 2011 Dachis Group. Confidential and Proprietary

54. Social Business Summit Sydney | 2 March 2011
The Westgate Studies
Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950
® 2011 Dachis Group. Confidential and Proprietary

55. Social Business Summit Sydney | 2 March 2011
The Westgate Studies “propinquity”
Site Plan of Westgate and Westgate West, Festinger, Schacter, Lewin, Back 1950
® 2011 Dachis Group. Confidential and Proprietary

56. Social Business Summit Sydney | 2 March 2011
Fourth plinth, Trafalgar Square
• One & Other
- Antony Gormley
- Living portrait of the
UK
• 2,400 people
- One hour each
- 100 days
• Flickr, Twitter, and TV
coverage
• 2.5 million site visits
- Over 8 million
pageviews
- Tens of thousands
of comments
® 2011 Dachis Group. Confidential and Proprietary

57. Social Business Summit Sydney | 2 March 2011
Are you siloed or networked?
Source: twiangulate.com
® 2011 Dachis Group. Confidential and Proprietary

58. Social Business Summit Sydney | 2 March 2011
Are you siloed or networked?
Source: twiangulate.com
® 2011 Dachis Group. Confidential and Proprietary

59. Social Business Summit Sydney | 2 March 2011
Culture
• Do you have a social
calibration?
® 2011 Dachis Group. Confidential and Proprietary

60. Social Business Summit Sydney | 2 March 2011
If you had to rate your relationship with work...
® 2011 Dachis Group. Confidential and Proprietary

61. Social Business Summit Sydney | 2 March 2011
If you had to rate your relationship with work...
® 2011 Dachis Group. Confidential and Proprietary

62. Social Business Summit Sydney | 2 March 2011
A US$900 million socially calibrated culture
Source: Larry Tomlinson on Flickr
® 2011 Dachis Group. Confidential and Proprietary

63. Social Business Summit Sydney | 2 March 2011
A US$900 million socially calibrated culture
Source: Larry Tomlinson on Flickr
® 2011 Dachis Group. Confidential and Proprietary

64. Social Business Summit Sydney | 2 March 2011
Fortuneʼs 100 Best Companies to Work for in America
vs. S&P 500
100 Best S&P 500
® 2011 Dachis Group. Confidential and Proprietary

65. Social Business Summit Sydney | 2 March 2011
Fortuneʼs 100 Best Companies to Work for in America
vs. S&P 500
100 Best S&P 500
11%
10%
9%
8%
7%
6%
4%
3%
2%
1%
0%
1998 2010
® 2011 Dachis Group. Confidential and Proprietary

66. Social Business Summit Sydney | 2 March 2011
How will you lead social business?
SOCIAL BUSINESS LEADERSHIP
Customer
Service
PR One throat to choke
Social Business
Managers
Creative Teacher Writer
Measurement
Listening Knowledge
Technology Project Community Manager
Manager Managers
Social Brand Managers
REGIONS OVERSIGHT
EXAMPLE
MARKETS
® 2011 Dachis Group. Confidential and Proprietary

67. Social Business Summit Sydney | 2 March 2011
Communication
• Are you creating signal
or noise?
® 2011 Dachis Group. Confidential and Proprietary

68. Social Business Summit Sydney | 2 March 2011
Communication as work, not for work
® 2011 Dachis Group. Confidential and Proprietary

69. Social Business Summit Sydney | 2 March 2011
Communication as work, not for work
® 2011 Dachis Group. Confidential and Proprietary

70. Social Business Summit Sydney | 2 March 2011
Nokia uses internal tools to broadcast signals
® 2011 Dachis Group. Confidential and Proprietary

71. Social Business Summit Sydney | 2 March 2011
Does communication flow freely?
® 2011 Dachis Group. Confidential and Proprietary

72. Social Business Summit Sydney | 2 March 2011
Does communication flow freely?
® 2011 Dachis Group. Confidential and Proprietary

73. Social Business Summit Sydney | 2 March 2011
Clarity
• How can you measure
and filter for meaning?
® 2011 Dachis Group. Confidential and Proprietary

74. Social Business Summit Sydney | 2 March 2011
Analyze for meaning
Source: Nielsen Online
® 2011 Dachis Group. Confidential and Proprietary

75. Social Business Summit Sydney | 2 March 2011
Measurement: where to start?
buzz demographics of target audience
social bookmarks
share of voice
influence of consumers reached
followers
page views favorites
popularity
sentiment uploads
comments change in SEO rankings
downloads
embeds/installs
user views
number of UGC submissions
mainstream media mentions
effective CPM
contest entries
interaction rate likes
subscriptions
brand association clicks
fans tags added
savings per customer generated
through direct social media interactions
growth rate of fans/followers
® 2011 Dachis Group. Confidential and Proprietary

76. Social Business Summit Sydney | 2 March 2011
Measure what you control, not just what you can
• Only measure things that provide insight
• Donʼt measure things for the sake of measurement
Sources: overtone.com, facebook.com, sas.com
® 2011 Dachis Group. Confidential and Proprietary

77. Are you designed for social business?
® 2011 Dachis Group. Confidential and Proprietary

78. Social Business Summit Sydney | 2 March 2011
Social business organization models vary
POINT IN TIME
PROCESS
!"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!)
® 2011 Dachis Group. Confidential and Proprietary

79. Social Business Summit Sydney | 2 March 2011
Social business organization models vary
POINT IN TIME
PROCESS
!"#$%&$'())) -.'#$%&$'())) !"*(%"+,($!)
® 2011 Dachis Group. Confidential and Proprietary

80. Social Business Summit Sydney | 2 March 2011
People: prepared to connect
Markets
Regions
Brand
Facilitation
Public Affairs
Coordination
Social
Business Best Practices
Facilitator
Shared
Consumer
Resources
Support
Brand
Management
® 2011 Dachis Group. Confidential and Proprietary

81. Social Business Summit Sydney | 2 March 2011
Process: integrated across the matrix
SOCIAL BUSINESS HUB
MKT
PR HR
S BRANDS
C
R KNOWLEDGE
M LEGAL
CONSUMERS
ACTIONABLE STORES
VALUE
® 2011 Dachis Group. Confidential and Proprietary

82. Social Business Summit Sydney | 2 March 2011
Technology: tools support engagement
I.M. WEB
LOYALTY
EASY URL EMAIL
INFLUENCERS
SHARE Blogs,
POINT Communities
LISTENING
SOCIAL SOCIAL
HUB APPLICATIONS
Widgets, Registration,
CRM
Mobile Apps
WEB
TRENDS
SOCIAL
SOCIAL SOCIAL MEDIA PLATFORMS
Twitter, Facebook,
ANALYTICS CRM YouTube, Blogs
COLLABORATION
BUSINESS DASHBOARD MOBILE SOCIAL Apps
Foursquare, Gowalla,
Etc.
® 2011 Dachis Group. Confidential and Proprietary

83. Social Business Summit Sydney | 2 March 2011
Success: Social business by design
® 2011 Dachis Group. Confidential and Proprietary

84. Thank you
http://www.dachisgroup.com
+ 1 512-275-7825
peter.kim@dachisgroup.com
@peterkim