Moving Beyond Social Media Hype to Social Business Design
1. Translating Social Media Hype Into
Social Business Design
Blue Knot JCAA Austin, Texas 2/17/2010
@jeffdachis
jeff@dachisgroup.com
http://www.dachisgroup.com
3. Translating Social Media Hype Into
Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
® 2009 Dachis Group. Confidential and Proprietary 3
4. Blue Knot | Social Business Design | February 17, 2010
Everything that can be digital, will be.
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5. Blue Knot | Social Business Design | February 17, 2010
Exciting times
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Interesting times
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We have all been there.
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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
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10. Blue Knot | Social Business Design | February 17, 2010
Our world is truly getting wired
Source: Nielsen
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The wires are getting faster
Source: Pew Internet & American Life Project, July 2008
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IT consumerization is upon us
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Consumer web apps proliferate
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14. Blue Knot | Social Business Design | February 17, 2010
We buy supercomputers at the mall
Source: Apple
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And provide access to everyone...
Source: One Laptop Per Child
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We share opinions on everything
Source: antigone78 on Flickr
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Cloud computing is a reality
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Work demands an “always on” mentality
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Social technologies keep us informed
Source: McKinsey & Company
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20. But not so fast...
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Consumers are increasingly skeptical
Source: Edelman
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Participation isnʼt scalable...
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...because individuals donʼt scale
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People are people
Source: CarbonNYC on Flickr
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25. Blue Knot | Social Business Design | February 17, 2010
Communication remains largely unidirectional
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Work still happens in silos
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We have endless point solutions not platforms
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Businesses are overloaded with data
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How will you govern?
Source: Ambidanze on Flickr
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What policies do you have in place?
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People, Process, and Technology Systems
have not yet adapted...
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....While the shape of the Enterprise has changed
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33. Blue Knot | Social Business Design | February 17, 2010
The industrial economy has evolved. We live in a
networked economy. We need a network centric
organizational model to realize its potential.
dachisgroup.com
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34. Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
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35. Blue Knot | Social Business Design | February 17, 2010
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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36. Blue Knot | Social Business Design | February 17, 2010
The definition of Social Business Design
• The Goal: Enhanced value
exchange among constituents
delivering improved and
emergent business outcomes
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37. Conceptual Framework and Set of Lenses
Businesses are made up of
Technology, People and Process
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38. Blue Knot | Social Business Design | February 17, 2010
Business is made of Technology, People, and Process
support
content ecosystem
services
commerce ecosystem
developer application
ecosystem ecosystem
cloud services
products
supply chain ecosystem
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39. Conceptual Framework and Set of Lenses
Businesses Represent All Constituents
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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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41. Conceptual Framework and Set of Lenses
The Archetypes of Social Business Design
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Four Archetypes for Social Business Design.
Building blocks and vocabulary.
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Ecosystem
dachisgroup.com
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 dachisgroup.com
- Strong and weak ties
- Active and ambient
awareness
From Disparate Silos To Connected Nodes
® 2009 Dachis Group. Confidential and Proprietary
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Ecosystem
Extended
Core
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A network of nodes and connections
Source: ethorson on Flickr
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Hivemind
dachisgroup.com
From Hoarding To Collaborating
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A primary social calibration
Source: Larry Tomlinson on Flickr
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Hivemind (culture)
- A primary social calibration
- Active Participation
- Active Engagment
- Active Involvement
dachisgroup.com
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Dynamic Signal
dachisgroup.com
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 dachisgroup.com
ecosystem
- A change in the mode of
authorship
- Updates on location
- Creates efficiencies
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Metafilter
dachisgroup.com
From Filter Failure To Clear Signals
“Finding meaning in all the noise”
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Metafilter (filter, measure)
- Filter, tag sort dachisgroup.com
- Define constructs for
measurement
- Measure patterns not
counts
- Depth over surface
- Trends versus snapshots
- Analyzing for meaning
From Filter Failure To Clear Signals
“Finding meaning in all the noise”
® 2009 Dachis Group. Confidential and Proprietary
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Diverse data sets need context
Source: Nicolas Felton 2007 Annual Report
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Analyze for meaning
Source: Nielsen Online
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57. Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
® 2009 Dachis Group. Confidential and Proprietary 57
58. Blue Knot | Social Business Design | February 17, 2010
Social business design applied
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Why Social Business Design?
Improved
= &
+ Emergent
Outcomes
•Adaptable business practices •Cost savings and efficiencies
•Improved collaborative processes •Informed social marketing strategies
•Customer growth, retention and sustainability •New product & service offerings/innovations
•Expansion into new markets
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A hiveminded, dynamically signaling,
metafiltered ecosystem will perform
exponentially better.
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61. Blue Knot | Social Business Design | February 17, 2010
A hiveminded, dynamically signaling,
metafiltered ecosystem will perform
exponentially better.
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62. How Ready for Social Business are you?
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Depending on your perspective, the un-tethering of workers has also changed the mentality we bring to the job. “Going to the office” is no longer a 9 am - 5 pm, 5 days a week pattern for most people. Today’s information workers are always-on, connected by a combination of emerging technologies.
Social business efforts often end up living in isolation.
All organizations will deal with Governance issues.
When ESPN announced they would be rolling out guidelines for employee Twitter usage that stipulated direct benefit to ESPN, it created more confusion.
The social business ecosystem consists of nodes both animate and inanimate and the strength of their interconnections. At a micro-level, departments, customer segments, and local area networks remain. At a macro-level, the network can be mapped to illustrate how the business functions as part of a system comprised of dozens, hundreds, or even thousands of smaller ecosystems.
Hivemindedness can be measured by assessing levels of collective awareness,engagement, and participation. A social inclination resides within a company’s culture and tempers planning, decision-making, and work output. Employees approach work with a social mindset; customers expect dialogue and engagement; suppliers anticipate collaboration towards common goals. The hivemind makes decisions and receives continuous reinforcement through business interactions.
Dynamic Signal Signals produced from all points are considered potentially relevant - authority is not dependent on hierarchical status, but on goal relevance. Technology gives consumers the ability to author, own, and transmit signals, validated by search engines for relevance. In response, businesses respond to the dynamic information flow produced by constituents. The strength of a dynamic signal can be measured at transmission points and subsequently analyzed to drive business activity in response.
Metafilter Information needs to be segmented into meaningful and manageable sets. What’s important to one person may be meaningless to another, but they must be able to work with a parts smaller than the whole. This approach allows for parallel processing of information so insight can be made actionable, faster. Filtering, tagging, and sorting data and measuring its impact produce opportunities for value capture buried deep in data sets.
Voting applications allow companies to crowdsource ideas but encouraging users to submit new product and service ideas. The community votes on these submissions, allowing companies to see what’s most popular with their fans and potentially take action. Users are generally rewarded with recognition, for example points, rather than any sort of monetary incentive. Other good examples of voting applications are Dell’s Ideastorm and My Starbucks Idea.
