The document discusses the concept of a social business. Some key points: - A social business is not just a business that uses social media, but one that is designed around influence flows between people, partners, customers and other stakeholders. - In a social business, value is created through mutual influence and understanding between all parties in the business's ecosystem. - Recognizing complexity is important, as is navigating complexity instead of trying to oversimplify it. A social business considers all the influence flows within its organization and with external stakeholders. - The organization is no longer defined solely by its payroll, but by its relationships and influence networks with various individuals and groups.

1. WHAT,EXACTLY,
ISSOCIALBUSINESS?
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License
Social CRM 2013 conference, London, 9th July 2013 (tweaked a little 19th September 2013)

2. http://christmasstockimages.com/free/ideas_concepts/slides/
post_marked_airmail_envelope.htm
http://www.flickr.com/photos/me_vs_gutenberg/46793224

3. http://www.flickr.com/photos/jessicamullen/3678259367
http://www.flickr.com/photos/zharth/2499298442

4. October2013update
Pleaseclickheretoviewa
morerecentversionofthis
stack,accompaniedbya
videoofitbeingpresented
atthe3MThinkTANK
conference.
Ourapologiesthatwecouldn’tputthisslideearlier.
Slidesharedisableshyperlinksforthefirstthreeslides.

5. http://www.flickr.com/photos/wirelizard/850106106

6. http://www.flickr.com/photos/philip_sheldrake/6619270741

7. WHAT,EXACTLY,ISSOCIALBUSINESS?
Inouropinion
ASOCIALBUSINESSISNOTA
BUSINESSTHATUSESSOCIAL
MEDIATOHELPITDOWHATIT
HASALWAYSDONE

8. SOCIALMEDIAARETHEEGGSIN
THESOCIALBUSINESSCAKE

9. WHAT,EXACTLY,ISSOCIALBUSINESS?
BACKTOBASICS
Organizationsareformedtocreatemutualvalue
theconsequenceofwhichissustainedprofitin
businesstermsandsustainablevalueotherwise

10. WHAT,EXACTLY,ISSOCIALBUSINESS?
ORGANIZATIONSAREDYNAMIC,NOTSTATIC.
THEYINVOLVEFLOWS...
OFMONEY
OFMATERIALS
OFTIME
OFINFLUENCE
the objects of serious investment
in information technologies,
skills and related organizational
capabilities over the years
?

11. YOUHAVEBEENINFLUENCED
WHENYOUTHINKSOMETHING
YOUWOULDN’TOTHERWISE
HAVETHOUGHTORDO
SOMETHINGYOUWOULDN’T
OTHERWISEHAVEDONE http://www.flickr.com/photos/philip_sheldrake/87055500

12. WHAT,EXACTLY,ISSOCIALBUSINESS?
Wedon’thave(social)mediaformedia’s
sake,buttocommunicate
Andwedon’tcommunicatefor
communication’ssake,buttoinfluence

13. WHAT,EXACTLY,ISSOCIALBUSINESS?
Reputationmanagementdoesnotactuallymeanmanagingreputation
Brandmanagementdoesnotactuallymeanmanagingabrand
Theymeanactivelyattendingtothebusinessof
influencingandbeinginfluencedsuchthattheresultant
beliefsoropinionsheldaboutusandourproductsare
conducivetoourachievingorganizationalobjectives
e Business of Influence, Sheldrake, Wiley 2011

14. WHAT,EXACTLY,ISSOCIALBUSINESS?
Whatistheintendedoutcomeofyour
marketing/PR/socialefforts,andthedesign
ofyourorganizationoverall,ifit’snottoget
stakeholderstothinkandbehaveasyou’dlike,
andtobesensitivetohowthey’dlikeyouto
thinkandbehave?
customers, employees, shareholders, suppliers, partners, local community, society, etc.

15. WHAT,EXACTLY,ISSOCIALBUSINESS?
There’sinfluencein
everythingan
organizationdoes.
Andsometimesin
whatitdoesnotdo.

16. WHAT,EXACTLY,ISSOCIALBUSINESS?
MUTUALVALUE
MUTUALINFLUENCE
MUTUALUNDERSTANDING
public relations excellence model

17. http://iscass.org/about/department-of-complexity-and-network-dynamics/

18. WHAT,EXACTLY,ISSOCIALBUSINESS?
Complexity,noun
•asysteminwhichthereare
multipleinteractionsbetween
manydifferentcomponents
•bridgesthegapbetweenthe
individualandthecollective
Professor Henrik Jeldto Jensen, Department of Mathematics, Imperial College.
https://www2.imperial.ac.uk/~hjjens/

19. WHAT,EXACTLY,ISSOCIALBUSINESS?
‘Social’,noun
•asysteminwhichthereare
multipleinteractionsbetween
manydifferentcomponents
•bridgesthegapbetweenthe
individualandthecollective
see what I did there? :-)

20. WHAT,EXACTLY,ISSOCIALBUSINESS?
SixInfluenceFlows
Theflowofinfluenceiscomplex.Increasingly,wehavethe
capabilitiestoresearchandanalysethesesixtypes...
e Business of Influence, Sheldrake, Wiley 2011

21. WHAT,EXACTLY,ISSOCIALBUSINESS?
The20thCenturyorganization
failstorecognisecomplexityortries
(andincreasinglyfails)todealwithit
with‘if-this-then-that’simplicity
21stCenturysocialbusiness
recognisesthatcomplexitycan’tbe
madesimple,onlysimplertonavigate

22. WHAT,EXACTLY,ISSOCIALBUSINESS?
Webelievesocialbusinessentailsdesigningtheorganization
aroundinfluenceflows,connecting:
itspeople,partners,customersandotherstakeholders;
data,informationandknowledgeinandallaroundit;
moreopenly,productivelyandprofitablywiththeapplicationof
socialweb,bigdataandrelatedinformationtechnologies
recognising complexity
navigating complexity

23. WHAT,EXACTLY,ISSOCIALBUSINESS?
Andbecausethoseinfluenceflowsare
inconstantflux,thedesignofthe
organisationistoo
Critically,theorganisationisnolonger
definedasthesumofitspayrolleither

24. WHAT,EXACTLY,ISSOCIALBUSINESS?
BACKTOBASICS
Marketing:
Theprocessbywhichcompaniescreatevaluefor
customersandbuildstrongrelationshipsinorder
tocapturevaluefromcustomersinreturn
Principles of Marketing, Kotler

25. WHAT,EXACTLY,ISSOCIALBUSINESS?
HOWABOUT?
Theprocessbywhichthingummiescreatevaluefor
wotsitsandbuildstrongrelationshipsinorderto
capturevaluefromwotsitsinreturn

26. WHAT,EXACTLY,ISSOCIALBUSINESS?
FOREXAMPLE
Theprocessbywhichemployeescreatevaluefor
companiesandbuildstrongrelationshipsin
ordertocapturevaluefromcompaniesinreturn

27. WHAT,EXACTLY,ISSOCIALBUSINESS?
FOREXAMPLE
Theprocessbywhichcompaniescreatevaluefor
investorsandbuildstrongrelationshipsinorder
tocapturevaluefrominvestorsinreturn

28. WHAT,EXACTLY,ISSOCIALBUSINESS?
Inotherwords
EVERYSINGLEINDIVIDUAL,FOREACH
OFHERMANYROLESINLIFE,SEEKSTO
ESTABLISHRELATIONSHIPSTOCREATE
VALUEOFONESORTORANOTHER

29. WHAT,EXACTLY,ISSOCIALBUSINESS?
Andperhaps
THEVERYDEFINITIONOFA
SUSTAINABLERELATIONSHIP,AND
PERHAPSOFSOCIETYITSELF,ISWHEN
SUCHVALUECREATIONISMUTUAL

30. WHAT,EXACTLY,ISSOCIALBUSINESS?
AREYOUASOCIAL
BUSINESS?
ASKYOURSELF...

31. WHAT,EXACTLY,ISSOCIALBUSINESS?
Doyouhelpalltheindividuals
associatedwithyourorganizationbuild
worthwhilerelationshipswitheach
otherandothers,coalescingbyneedand
desire,knowledgeandcapabilityand
sharedvalues,tocreatesharedvalue?
at the heart of the very definition of brand this century
demands self-organization, more like a city than a traditional business

32. WHAT,EXACTLY,ISSOCIALBUSINESS?
AndasthisisasCRMconference,
doaskyourselfthatquestion
whendefiningyoursCRMgoals.
Else...

33. Ifyoulikedthisstack,checkout:
Attenzi–asocialbusinessstory
afreeebook,withforewordsby
AdamPisoni,co-founderandCTO,MicrosoftYammer,and
RobinCarey,founderandCEO,SocialMediaToday
www.attenzi.com inassociationwith