Back to the Future >> Social Business Design

Minnesota Ad FederationSocial Business 9/22/10

® 2010 Dachis Group. All Rights Reserved

Dachis Group | Minnesota AdFed 2010

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® 2010 Dachis Group. Confidential and Proprietary

Puppy.

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15 Years ago we thought we were about to embark on a revolution to pioneer a new way of doing business.

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We Passionately Believed that we could fundamentally change the world of commerce, communications, and culture.

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Everything that could be digital...would be. Because it would be faster, better and cheaper.

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“In the digital world, User Experience is the key definer of value”

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Exciting times



We created a methodology, a lexicon, and an entire industry around making valuable digital user experiences.

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Interesting times



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Change


Inescapable Trends

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Our world is truly getting wired

Source: Nielsen



The wires are getting faster

Source: Pew Internet & American Life Project, July 2008



IT consumerization is upon us



Consumer web apps proliferate

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Source: Apple

We buy supercomputers at the mall



Source: One Laptop Per Child

And provide access to everyone...



Source: antigone78 on Flickr

We share opinions on everything



OMG



Cloud computing is a reality



Work demands an “always on” mentality



Social technologies keep us informed

Source: McKinsey & Company


But not so fast...



Work still happens in silos



We have endless point solutions not platforms



Businesses are overloaded with data



Consumers are increasingly skeptical

Source: Edelman



Participation isnʼt scalable...

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...because individuals donʼt scale

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People are people

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Source: CarbonNYC on Flickr



Communication remains largely unidirectional



How will you govern?

Source: Ambidanze on Flickr



What policies do you have in place?



While the shape of the business world has changed...

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Most Business Technology Systems, Business Process, and Business Cultures have not yet adapted...

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We have all been there.



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Weʼre moving beyond the industrial economyʼs limits. We live in a networked economy. We need a network centric organizational model to realize its potential.

dachisgroup.com



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



Social BusinessHuge Opportunities, Enormous Challenges

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• Inescapable trends in society, the workplace and technology

• Inherent tension between the past and future

• Shift is happening across all facets of business. This is not about media or marketing

• Fundamental change required in systems, process and culture

• Every single company will undergo some form of transformation to accommodate

• Companies that donʼt embrace change and adapt are at a severe competitive disadvantage

• New distributed, collaborative, and agile organizations will be able to surpass current barriers to growth in order to create new value


A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model

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Social Business Design


Social Business Summit 2010 LONDON | Social Business Design | March 18, 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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The definition of Social Business Design

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• The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes



Business is made of Technology, People, and Process

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content ecosystem

cloud services

developer ecosystem

application ecosystem

commerce ecosystem

products

support services

supply chain ecosystem



The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are.

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Four Archetypes for Social Business Design.Building blocks and vocabulary.



Ecosystem (connection systems)- An expanded constituent

base including core and extended

- A robust, integrated network of nodes and connections

- A holistic technology architecture

- Strong and weak ties

- Active and ambient awareness

From Disparate Silos To Connected Nodes

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Ecosystem

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Core

Extended



A network of nodes and connections

Source: ethorson on Flickr



Hivemind (culture)

- A primary social calibration

- Active Participation

- Active Engagment

- Active Involvement

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A primary social calibration

Source: Larry Tomlinson on Flickr



Dynamic signal (communication process)

- Dynamic real time signals of all nodes in the ecosystem

- A change in the mode of authorship

- Updates on location

- Creates efficiencies

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Metafilter (filter, measure)

- Filter, tag sort

- Define constructs for measurement

- Measure patterns not counts

- Depth over surface

- Trends versus snapshots

- Analyzing for meaning

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From Filter Failure To Clear Signals“Finding meaning in all the noise”



Social business design applied

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Why Social Business Design?

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+ =Improved

&EmergentOutcomes

•Cost savings and efficiencies

•Informed social marketing strategies

•New product & service offerings/innovations

•Adaptable business practices

•Improved collaborative processes

•Customer growth, retention and sustainability

•Expansion into new markets



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Social Business

All of the web is becoming socialAll business is done on the webAll business will be Social Business

Beyond influence and media, the real opportunities lie in creating a more connected, collaborative, dynamic and participatory business.

Social Business61



All of the web is becoming social-The media communications landscape has shifted

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Connect, Share, Participate and Engage

Data

Individuals

ConnectionsUser ProfilesPhotosVideoBloggingLocationStatus

Social Graph



All business is increasingly done on the web-The business landscape is shifting too

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Connect, Collaborate, Engage and Transact

Suppliers Employees Customers

Data Data

EcommerceCollaborationMarketplacesAdvertisingEDITransactionsERPKnowledge Mgmt.Human ResourcesTravelShippingLogistics

Business Graph



All business is Social Business

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Suppliers Employees Customers

IndividualsIndividualsIndividuals

Social Graph Business Graph+

Social Business Graph

SSC SCRME2.0 SMM

Connect, Collaborate, Engage and Transact

Connect, Share,

Participate and Engage



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The Social Business Where are opportunities?

E 2.0

Enterprise 2.0

• Collaboration• Micro-blogging• Knowledge Mgmt• BPM• Expert Discovery

Social Supply Chain

SSC

• Community Mgmt• On-boarding• Compliance• Collaborative SCEM• SC Social Networking• Marketplaces

SMM

Social Media Marketing

• Twitter Campaign• Affinity Communities• Facebook Fan-page• Blogger Outreach• Social Coupon• Ratings and Reviews

SCRM

Social CRM

• Listening• Customer Support• Communities• Network CSR

Corporate Leadership, Management and

Workforce

Partners & Suppliers

Customers



Modes of Social Business

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SynthesizeAnalyze

Strategic

AggregateIntegrate

Operationalize

EnableInterruptConnectListenEngageParticipateInfluenceCollaborate

Adoption

Adoption

Operationalize

Strategic

+

+

+Adoption

Operationalize

Adoption



Dachis Group- Representative Clients

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Financial ServicesSocial Business Strategy

Situation:

Today's pre-eminent financial services company with 350,000 employees who manage 200 million customer accounts across six continents in more than 100 countries. “Social” initiatives at have been executed mostly under the radar and mostly lacking centralized coordination.

Project:

Develop an actionable social business strategy to help coordinate resources and leapfrog its competition.

Approach: Focus on three areas to formulate a social business strategy:

Social Media Landscape: Used customer survey data and brand monitoring outputs to create segmented perspectives on customer participation.

Competitive and Best Practices Assessment: Analyzed competition across social platforms and best practices within and external to industry.

Organization Design: Interviewed over 50 employees and surveyed large and complex organizations to determine ideal structure including social processes, staffing, and decision rights.

Results:

Created a vision statement for the bank along with a 24-month roadmap to outline how social initiatives should be rolled out to achieve competitive success.

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Client example: Social Business Strategy


Citibank Interim Deliverable | February 2010

Assessment of todayʼs social media approach

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Early daysManual processes

Lack methods for capturing social analytics and integrating into Web analytics for complete customer profileLack of understanding for social media value and how to measure social activities

Twitter Servicing is only launched initiative with process and guidelines for evaluating response and responding directly to customer complaints

No procedures for proactive engagementLimited engagement for blogs, forums and social campaigns

Expectations to get social media right the first time with little tolerance for errorPerception that risks in social media are greater than rewards



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Social Business Strategy



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Suggested Social Reporting Network

Community Manager

Community Manager

Community Manager

Cards Retail Wealth Management

Community Manager

PR, Media, Investor Relations

Social Business

Strategist

Listening Strategist

Social Servicing Strategist



How should Citi organize for social?• CMO Social Media team should

provide central governance and support to businesses and be responsible for coordinating efforts

• Responsibilities for social initiative execution should be shared in each business unit

• Business owners should be accountable for social media activities within their line of business

• Business owners should be measured on social media success in order to commit to executing social media initiatives

• Corporate functions (IT, Compliance and Legal, Risk) should be more supportive of business partner social engagement initiatives

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Key:TM Traditional Marketing DM Digital

Marketing SM Social Media PR Public Relations C Corporate Marketing/

Communications

Centralized Support Shared Responsibilities

CMO Social Media Team



Decision rights framework

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• CMO Social Media Team:- Provides guidance and support for business partner social initiatives (strategy, training, resources,

governance)

- Accountable for business partner adherence to corporate Digital Guidelines

• Global Communications Social Media Panel:- Consulted on naming conventions, branding and external communications

• Compliance & Legal, Risk, IT, HR:- Consulted on social media initiatives based on specific expertise (technology requirements,

regulations)

• Business owners:- Accountable for business unitʼs social media budget, resources, and execution of initiatives

• Brand marketers:- Responsible for adhering to corporate social media guidelines, budget and resources

- Responsible for managing people, processes, and technologies applied in social media efforts to achieve business objectives

• All participants are trained and informed



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Cards Retail

Mortgage

CMO Social Strategist and

Team

Wealth Management

Global Comm Social Media Panel,Compliance and Legal, Risk

C S

Future state Citi social governance model

R

R

I

Legend: R = Responsible, A= Accountable, S=Supportive, C= Consulted, I = Informed

R S

IT, BISO, HRC S

A

A

R

RA

A



Higher EducationSocial Business Strategy

Situation:

The parent of eight higher learning institutions in North America. Through these organizations, the company endeavors to provide applications-oriented undergraduate education that includes a well-designed general education component to broaden student learning and strengthen long-term personal and career potential. Various brands have experimented with social media on an ad-hoc basis; as a holding company, they needed a strategy to coordinate efforts toward success.

Project:

Design strategy through which the company could support its constituent organizations in operationalizing social business strategies, tools and programs.

Approach:

Developed a comprehensive strategy to organize for social effectiveness; create governance to manage social engagement and risk; identify future social media interaction opportunities; and, support student learning through innovation.

Results:

Formulated a strategy applicable across brands, outlining a realistic approach to organization for social business and the corresponding, programs, and processes.

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SoftwareSocial Servicing

Situation:

The nation’s leading tax preparation software, with over 20 million customers. Professionals were active in social media on an individual basis, but the company needed assistance to construct a coordinated approach to social servicing, specifically utilizing Twitter.

Project:

Assist in establishing a multi-tenanted customer service initiative for social media. The initiative would enable registered company representatives to participate in discussions aggregated under an official company account.

Approach:

Interview key stakeholders to define requirements and create cross-functional buy-in. In addition, Conduct extensive research of brands with mature Twitter presences to inform creation of program design.

Results:

After creating the program, firm was asked to help implement as well. By the end of the first tax season where the program was operating, employee participation increased from six to 40 personnel. Based on customer feedback, the company also achieved a 71% likelihood of customers to recommend, pointing to bottom-line impact.

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Social Servicing



Multi Brand International CosmeticsSocial Business Advisory

Situation:

The company are leaders in making the world a more beautiful place via its 29 brands offering luxury skin care, makeup, fragrance, and haircare products. The company embarked on a corporate marketing reorganization and required guidance on where to integrate social constructs.

Project:

Audit and augment social business strategy, leveraging our industry expertise and knowledge of best practices and organizational challenges of companies facing similar issues.

Approach:

Working closely with company’s digital task force, created an overarching cultural change framework for social initiatives. Within this framework, multiple deliverables provided guidance on how to structure and operationalize social business initiatives.

Results:

The company’s digital task force delivered a robust recommendation set to its executive sponsor, including guidance on community management, cultural change, collaboration tools, education and training, listening and crisis response, social media policy, and global social network usage.

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Social Business Advisory



Large Beverage CompanySocial Business Education

Situation:

The world’s largest beverage company and one of the world’s most loved brands and as a marketing innovator, the company recognized that social media marketing has become a critical component to communicating with today’s consumer and has already been utilizing social media channels in local markets around the world. However, the social media space shifts rapidly and the company needed assistance to prepare its personnel for the changes in the operating environment.

Project:

Produce a Social Media Marketing (SMM) training course that highlights what is going on in the social space, how consumers and brands are connecting, how brands are having success through SMM, how companies should be measuring SMM, and more.

Approach:

Drew on its personal and professional expertise in social media to develop a training course with seven modules that could be customized for local markets and updated as the market evolves.

Results:

Produced materials for both in-person and eLearning delivery to address the client’s need for course scalability. Presented the materials at company headquarters to train internal trainers who would be able to redeliver the course to 40 regions worldwide.

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I still passionately believe that we can have a profound effect on the world of commerce, communications, and culture.

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Today we continue to define a new way of doing business

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: )

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Thanks.

@jeffdachis

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Dachis GroupMinnesota Ad Federation 2010

Dachis Group515 Congress Avenue, Suite 2420Austin, Texas 78701512-275-7825

[email protected]@jeffdachis

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