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SXSW - Dachis Group
1. Social Business Design
Peter Kim Kate Niederhoffer
Managing Director, North America Principal
@peterkim @katenieder
March 15, 2010
* Excerpted version for distribution. The original file was over 50 MB. #sbd
2. Social Business Design | March 15, 2010
About Dachis Group
• Founded in 2008
• Located in Austin, London, and Sydney
• Deliver research, strategy, and implementation
The Estee Lauder Companies Coca-Cola Yum! Brands
Southern Company Intuit: TurboTax Forbes, Inc.
® 2010 Dachis Group. Confidential and Proprietary
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3. How did we get here?
® 2010 Dachis Group. Confidential and Proprietary
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4. Social Business Design | March 15, 2010
Do you remember the first time you...
• Commented on a blog post...and someone
responded?
• Got a friend request on Facebook from a childhood
friend?
• Were followed on Twitter by an “internet
celebrity”?
® 2010 Dachis Group. Confidential and Proprietary
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5. Social Business Design | March 15, 2010
Back to the participation economy...
social media takes us back to the participation economy
that existed before the industrial revolution
® 2010 Dachis Group. Confidential and Proprietary
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6. Social Business Design | March 15, 2010
...and participation is growing
US Adults Active in Social Media
2009 82%
2008 75%
2007 56%
0% 45% 90%
Source: Forrester Research
® 2010 Dachis Group. Confidential and Proprietary
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7. But not so fast...
® 2010 Dachis Group. Confidential and Proprietary
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8. Social Business Design | March 15, 2010
Issues businesses face today
• Proliferation of choice
• Unidirectional communication
• Filter failure
• Human nature
• Scalability
® 2010 Dachis Group. Confidential and Proprietary
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9. Itʼs time for social business
® 2010 Dachis Group. Confidential and Proprietary
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10. Social Business Design | March 15, 2010
® 2010 Dachis Group. Confidential and Proprietary
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12. Social Business Design | March 15, 2010
Communication Content
Connections Culture
® 2010 Dachis Group. Confidential and Proprietary
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13. Social Business Design | March 15, 2010
Connections
• To whom are you
connected and how?
® 2010 Dachis Group. Confidential and Proprietary
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14. Social Business Design | March 15, 2010
Are you siloed or networked?
Source: twiangulate.com
® 2010 Dachis Group. Confidential and Proprietary
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15. Social Business Design | March 15, 2010
Culture
• Do you have a social
calibration?
® 2010 Dachis Group. Confidential and Proprietary
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16. Social Business Design | March 15, 2010
How will you govern?
Source: Ambidanze on Flickr
® 2010 Dachis Group. Confidential and Proprietary
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17. Social Business Design | March 15, 2010
Communication
• Are you creating signal
or noise?
® 2010 Dachis Group. Confidential and Proprietary
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18. Social Business Design | March 15, 2010
Does communication flow freely?
® 2010 Dachis Group. Confidential and Proprietary
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19. Social Business Design | March 15, 2010
Content
• How can you measure
for meaning?
® 2010 Dachis Group. Confidential and Proprietary
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20. Social Business Design | March 15, 2010
Are you measuring what matters?
® 2010 Dachis Group. Confidential and Proprietary
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21. What it means for you
® 2010 Dachis Group. Confidential and Proprietary
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22. Social Business Design | March 15, 2010
Are you ready for social business?
• Business goals: not how, but why social?
• Listening landscape: mass + social
• Competitive assessment
• Organization, i.e. “who owns social”
• Decision rights and workflow
• Measurement and metrics
• Technology: owned and leased
® 2010 Dachis Group. Confidential and Proprietary
#sbd
