Transcript
Social Business by Design
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Hello.David ArmanoPrincipal, Dachis Groupdachisgroup.com
Logic + Emotiondavidarmano.com
@armano
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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“Social Media is like teen sex. Everyone wants to do it, nobody knows
how. When it’s finally done, there is surprise it’s not better. ”
Avinash Kaushick, Analytics Evangelist, Google
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Still, teens are having sex
® 2009 Dachis Group. Confidential and Proprietary
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So, whatʼs changed? Command & control.
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Facilitation leads to engagement
® 2009 Dachis Group. Confidential and Proprietary
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Engagement leads to participation
“Comments, which were absent from the broadcast phase now represented almost 10% of the view rate.”
Source: Doug White, Social Media Today
Broadcast Techniques
Used
EngagementTechniques
Used
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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the network economy“America’s opportunity is to lead the network economy, not protect the industrial economy”
~John Gerzema, CIO Young & Rubicam
dachisgroup.com
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Facilitation
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Participation
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Facilitation
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Social Business By Design | Date August, 2009
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Participation
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Social Business By Design | Date August, 2009
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Reciprocation
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Social networks amplify
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Attention on the network is earned in streams
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Ripples in the streams
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Twitterʼs monetization?
“Twitter is allowed to use, copy, reproduce, process, adapt, modify, publish, transmit,
display and distribute your tweets because that's what we do.”~Biz Stone
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
100 people100 blogs, twitter accounts, facebook
pages, etc. (that’s a lot of streams)
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Me-conomics 101
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® 2009 Dachis Group. Confidential and Proprietary
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The corporate social media curve
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Or skipping it the curve all together...
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® 2009 Dachis Group. Confidential and Proprietary
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Fooled you!
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Two ways to look at this:
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“It is the most successful viral advertising ever. We have cut through the media clutter. It has cost us the same as a 30 second commercial, aired a few times on TV’’ ~Peter Helstrup, Gray Advertising
“I think there is an audience for virals. I think there is value in "cutting through." but pretending you are a hot, slutty mommy when you are in fact a paid actress is telling a lie and it will reflect back on your brand.’’ ~Blog commenter
VS.
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Or is there?
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“We deeply apologise that the film has offended a lot of people — that certainly wasn't the idea. The idea was to create a positive view of Denmark. In order not to continue offending people, we have removed the film from YouTube...’’~VisitDenmark CEO Dorte Kiilerich
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Social business brings new challenges
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Social media marketing is only one part of the equation
legalsupply chain
ITcorporate
distributionR&D
product developmentmanufacturing
etc…
social media marketing(subset of entire marketing activities)
business functions(which can be socialized)
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Social Business By Design | Date August, 2009
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What about cultural shifts across the company?
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Putting your ecosystem to work for you
® 2009 Dachis Group. Confidential and Proprietary
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Removing the barriers that separate
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...and dividehierarchy + networks
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The network effect flattens and democratizes
APPROVE?
N
Y
“PUBLISH”
N
Y
IDEA
TAKES
OFF?
1 Inspiration strikes. 2 Presents ideas
to “The Boss”.3 Boss either approves or denies.
If denied, confidence takes a slight hit.
4 If approved, individual
has “permission” to share
with others.
1 Inspiration strikes. 2 “Presents” ideas
to peers within
social network.
3 “Publishes” idea on social network.
Waits to see if idea takes off.
If idea doesn’t gain traction—
no harm done.
4 If idea takes off,
individual has established
the credibility needed
to share more ideas.
The “Round World” Way
The “Flat World” Way
Sharing Ideas in Flat vs. Round Worlds
© David // Armano darmano.typepad.com
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Revenge of the worker bee
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Better employees = better business
Listening: “with employees, listening can turn rapidly into problem solving.”talking: “post policy changes where everyone can read them and see how they’re playing in Peoria”
Energizing: “amplifies (an enthusiastic employee’s) voice across the entire Best Buy employee bases. She spreads her positive thinking and advice, which has an impact on stores everywhere.”
Supporting: “employees can find the support they need from around the company”
Embracing: “community turned out to be a way to surface both ideas and great talent”
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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The digital watercooler
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more challenges
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Participation creates scalability issues
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Personality is a plus, but...
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“I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
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...individuals donʼt scale well
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Some organizations are trying
imagine if your entire call center was a social business center
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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
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Social business must be integrated (but often isnʼt)
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the industrial machine rolls on
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Great PR & marketing, but is it integrated?
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Starbucks starts to connect the dots
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70,000 ideas in first yearFree coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee
Starbucks starts to connect the dots
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Hiring and staffing
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® 2009 Dachis Group. Confidential and Proprietary
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How many followers means credibility?
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Wanted: chief social officer?
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Measurement is a challenge
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Constructs to measure
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Governance
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Source: Ambidanze on Flickr
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What policy do you have in place?
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Does your workflow facilitate matters?
55Source: Dell Outreach in the blogosphere, Scribd
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Organizational culture: open or closed?
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dachisgroup.com
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An open culture (worth $900 million)
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Open cultures invite their constituents to participate
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A participatory ecosystem
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
A participatory ecosystem
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
A participatory ecosystem
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Being “open” is contagious
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Who benefits? Everyone.
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
How does social integrate?
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Centralization: aka command-and-control
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Decentralization: aka free-for-all
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
Shared services: a hybrid approach
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
When orchestration is done right...
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® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
And when done wrong...
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“if a company does not begin its social media initiative with a strong composition for all to follow; the orchestra would sound like a high school band room during warm up and prior to the
conductor tapping his baton. Pandemonium!”~Laureen Earnest, Source: ChrisBB@prodigy.net on Flickr
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The experience is social
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Foundation
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The building blocks of an experience
USEFUL
serves purpose
satisfies needs
practical
functional
helpful
effective
USABLE
intuitive
easy
seamless
accessible
efficient
DESIRABLE
enjoyable
pleasurable
delightful
memorable
differentiated
SUSTAINABLE
scalable
maintainable
adaptive
pliable
BUSINESS
BRAND
The Basics(often broken)
experience
USERS
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Now, add “social”
Foundation
USEFUL
serves purpose
satisfies needs
practical
functional
helpful
effective
USABLE
intuitive
easy
seamless
accessible
efficient
DESIRABLE
enjoyable
pleasurable
delightful
memorable
differentiated
SUSTAINABLE
scalable
maintainable
adaptive
pliable
BUSINESS OPTIMIZATIONINTERNAL CONSTITUENT COLLABORATION
EXTERNAL CUSTOMER PARTICIPATION
The Basics(often broken)
SOCIAL
shareable
open
distributed
dynamic
collective
Natural Progression
(toward socialexperiences)
social experience
® 2009 Dachis Group. Confidential and Proprietary 73
“Design is the planning that lays the basis for the making of every object or system”
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Design
Software: User Interface DesignHardware: Industrial Design
user experience
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Business design
content ecosystem
cloud services
developer ecosystemapplication ecosystem
commerce ecosystem
products
support services
supply chain ecosystem
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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Social business design
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Social Business Design is the intentional creation of
dynamic and socially calibrated systems,
process, and culture.
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Social Business By Design | Date August, 2009
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Changes pushing business toward being more social
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Duct tape and bubble gum wonʼt cut it
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Itʼs time for social business by design
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Four core archetypes
Ecosystem Hivemind Dynamic Signal Metafilter
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Ecosystem (Connections)
From Disparate Silos To Connected Nodes
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Social Business By Design | Date August, 2009
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Hivemind (Culture)
From Hoarding To Collaborating
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Social Business By Design | Date August, 2009
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Dynamic Signal (Communication)
From Static To Dynamic
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Social Business By Design | Date August, 2009
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Metafilter (Content)
From Filter Failure To Clear Signals
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Why?
+ =Leveraged
&EmergentOutcomes
•Cost savings and efficiencies
•Informed social marketing strategies
•New product & service offerings/innovations
•Improved collaborative processes
•Adaptable business practices
•Customer growth, retention and sustainability
•Expansion into new markets
® 2009 Dachis Group. Confidential and Proprietary
Social Business By Design | Date August, 2009
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because it’s time to grow up
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Social Business By Design | Date August, 2009
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“social” will be replaced by “it’s how
we do business”
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ThankYou
David ArmanoPrincipal, Dachis Groupdachisgroup.com
Logic + Emotiondavidarmano.com
@armano
Social Business by Design
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