Social Business Design:
Itʼs Clobberinʼ Time
@jeffdachis @armano
jeff@dachisgroup.com david.armano@dachisgroup.com
http://www.dachisgroup.com http://www.dachisgroup.com

Web 2.0 2009 | November 18, 2009
“Social media” doesnʼt need to be saved...
® 2009 Dachis Group. Confidential and Proprietary 2

Web 2.0 2009 | November 18, 2009
...It needs to be demolished
® 2009 Dachis Group. Confidential and Proprietary 3

Web 2.0 2009 | November 18, 2009
Social media marketing is only one part of the equation
social media marketing
(subset of entire marketing activities)
legal
supply chain
IT
corporate
distribution
business functions R&D
(which can be socialized)
product development
manufacturing
etc…
® 2009 Dachis Group. Confidential and Proprietary
11

Web 2.0 2009 | November 18, 2009
Exciting times
® 2009 Dachis Group. Confidential and Proprietary 5

Web 2.0 2009 | November 18, 2009
Interesting times
® 2009 Dachis Group. Confidential and Proprietary 6

Web 2.0 2009 | November 18, 2009
We have all been there.
® 2009 Dachis Group. Confidential and Proprietary 7

Web 2.0 2009 | November 18, 2009
The industrial economy has evolved. We live in a
networked economy. We need a network centric
organizational model to realize its potential.
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary 8

Web 2.0 2009 | November 18, 2009
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
® 2009 Dachis Group. Confidential and Proprietary

Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
® 2009 Dachis Group. Confidential and Proprietary 10

Web 2.0 2009 | November 18, 2009
The definition of Social Business Design
• Social Business Design is the
intentional creation of socially
calibrated and dynamic business
systems, process and culture.
® 2009 Dachis Group. Confidential and Proprietary 11

Web 2.0 2009 | November 18, 2009
The definition of Social Business Design
• The Goal: Enhanced value
exchange among constituents
delivering improved and
emergent business outcomes
® 2009 Dachis Group. Confidential and Proprietary 12

Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
® 2009 Dachis Group. Confidential and Proprietary 13

Conceptual Framework and Set of Lenses
Businesses are made up of
Technology, People and Process
® 2009 Dachis Group. Confidential and Proprietary 14

Web 2.0 2009 | November 18, 2009
Business is made of Technology, People, and Process
support
content ecosystem
services
commerce ecosystem
developer application
ecosystem ecosystem
cloud services
products
supply chain ecosystem
® 2009 Dachis Group. Confidential and Proprietary 15

Conceptual Framework and Set of Lenses
Businesses Represent All Constituents
® 2009 Dachis Group. Confidential and Proprietary 16

Web 2.0 2009 | November 18, 2009
The shape of the business has fundamentally changed.
Businesses need to address value exchange with all
constituents wherever they are.
® 2009 Dachis Group. Confidential and Proprietary
17

Challenges
® 2009 Dachis Group. Confidential and Proprietary 18

Web 2.0 2009 | November 18, 2009
Participation creates scalability issues
® 2009 Dachis Group. Confidential and Proprietary 19

Web 2.0 2009 | November 18, 2009
Personality is a plus, but...
“I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company
® 2009 Dachis Group. Confidential and Proprietary 20

Web 2.0 2009 | November 18, 2009
...individuals donʼt scale well
® 2009 Dachis Group. Confidential and Proprietary 21

Web 2.0 2009 | November 18, 2009
Some organizations are trying
imagine if your entire call center was a social business center
® 2009 Dachis Group. Confidential and Proprietary 22

Web 2.0 2009 | November 18, 2009
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
® 2009 Dachis Group. Confidential and Proprietary 23

Web 2.0 2009 | November 18, 2009
Social business must be integrated (but often isnʼt)
® 2009 Dachis Group. Confidential and Proprietary 24

Web 2.0 2009 | November 18, 2009
the industrial machine rolls on
® 2009 Dachis Group. Confidential and Proprietary 25

Web 2.0 2009 | November 18, 2009
Great PR & marketing, but is it integrated?
® 2009 Dachis Group. Confidential and Proprietary 26

Web 2.0 2009 | November 18, 2009
Hiring and staffing
® 2009 Dachis Group. Confidential and Proprietary 27

Web 2.0 2009 | November 18, 2009
How many followers means credibility?
® 2009 Dachis Group. Confidential and Proprietary 28

Web 2.0 2009 | November 18, 2009
Wanted: chief social officer?
® 2009 Dachis Group. Confidential and Proprietary 29

Web 2.0 2009 | November 18, 2009
Measurement is a challenge
® 2009 Dachis Group. Confidential and Proprietary 30

Web 2.0 2009 | November 18, 2009
Constructs to measure?
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary 31

Web 2.0 2009 | November 18, 2009
Governance
Source: Ambidanze on Flickr
® 2009 Dachis Group. Confidential and Proprietary 32

Web 2.0 2009 | November 18, 2009
What policy do you have in place?
® 2009 Dachis Group. Confidential and Proprietary 33

Web 2.0 2009 | November 18, 2009
Does your workflow facilitate matters?
Source: Dell Outreach in the blogosphere, Scribd
® 2009 Dachis Group. Confidential and Proprietary 34

Web 2.0 2009 | November 18, 2009
Organizational culture: open or closed?
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary 35

Opportunities
® 2009 Dachis Group. Confidential and Proprietary 36

Web 2.0 2009 | November 18, 2009
Open culture can create value ($1.2 billion)
® 2009 Dachis Group. Confidential and Proprietary 37

Web 2.0 2009 | November 18, 2009
Eating our own dogfood...
® 2009 Dachis Group. Confidential and Proprietary 38

Web 2.0 2009 | November 18, 2009
Engaging constituents informs your business
® 2009 Dachis Group. Confidential and Proprietary 39

Web 2.0 2009 | November 18, 2009
Engaging constituents will inform business
® 2009 Dachis Group. Confidential and Proprietary 40

Web 2.0 2009 | November 18, 2009
Starbucks starts to connect the dots
70,000 ideas in first year
Free coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee
® 2009 Dachis Group. Confidential and Proprietary 41

Web 2.0 2009 | November 18, 2009
Corporate culture can be influenced
® 2009 Dachis Group. Confidential and Proprietary
11

Web 2.0 2009 | November 18, 2009
Scaling can combine efficiency with delight
® 2009 Dachis Group. Confidential and Proprietary
11

Web 2.0 2009 | November 18, 2009
Networks will supplement hierarchy
hierarchy + networks
® 2009 Dachis Group. Confidential and Proprietary
11

Web 2.0 2009 | November 18, 2009
Expanded ecosystems become an advantage
® 2009 Dachis Group. Confidential and Proprietary 45

Conceptual Framework and Set of Lenses
The Archetypes of Social Business Design
® 2009 Dachis Group. Confidential and Proprietary 46

Web 2.0 2009 | November 18, 2009
Four Archetypes for Social Business Design.
Building blocks and vocabulary.
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
Ecosystem
dachisgroup.com
From Disparate Silos To Connected Nodes
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
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

Web 2.0 2009 | November 18, 2009
Ecosystem
Extended
Core
® 2009 Dachis Group. Confidential and Proprietary 50

Web 2.0 2009 | November 18, 2009
Hivemind
dachisgroup.com
From Hoarding To Collaborating
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
Hivemind (culture)
- A primary social calibration
- Active Participation
- Active Engagment
- Active Involvement
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
Dynamic Signal
dachisgroup.com
From Static To Dynamic -
“Communication as work, not for work”
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
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
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
Metafilter
dachisgroup.com
From Filter Failure To Clear Signals
“Finding meaning in all the noise”
® 2009 Dachis Group. Confidential and Proprietary

Web 2.0 2009 | November 18, 2009
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

Social Business Design
A Conceptual Framework and Set of Lenses
for a Network Centric Organizational Model
® 2009 Dachis Group. Confidential and Proprietary 57

Web 2.0 2009 | November 18, 2009
Social business design applied
® 2009 Dachis Group. Confidential and Proprietary 58

Web 2.0 2009 | November 18, 2009
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
® 2009 Dachis Group. Confidential and Proprietary 59

How Ready for Social Business are you?
® 2009 Dachis Group. Confidential and Proprietary 60

Thank You.
(clobber with
cuteness)
® 2009 Dachis Group. Confidential and Proprietary 61

Social Business Design:
Itʼs Clobberinʼ Time
@jeffdachis @armano
jeff@dachisgroup.com david.armano@dachisgroup.com
http://www.dachisgroup.com http://www.dachisgroup.com