Peter Kim, Community Conference 2012

Social Business By DesignPeter KimChief Strategy Officer

22 May 2012

All content ® 2012 Dachis Group

About DACHIS GROUP

Social Business By Design | 22 May 2012 http://dach.is/sbdbook @peterkim

Dachis Group is 250+ professionals worldwide

AustinLondon

PortlandNew York

PhiladelphiaSt. Louis

LincolnMadrid

AmsterdamSydney


What we do

MEASURE PERFORMANCE+ Big data analytics+ SaaS applications+ Listening and metrics

MANAGE BRANDS+ Social business strategy+ Apps and experiences+ Advocacy and community management

CONNECT COMPANIES+ Enterprise social technology+ Workforce collaboration+ Social CRM


We’ve worked with...

Fortune 100

Never say never


Things I said I’d never do• Join a startup


How I got here• Strategy consulting at Coopers & Lybrand, 1995 - 1998• Digital strategy at Razorfish, 2000 - 2001• Head of global digital marketing + ecommerce at PUMA,

2001 - 2004• Analyst at Forrester, 2005 - 2008• (other jobs at General Electric, Arthur Andersen, Andersen

Consulting, Fidelity Investments, Prudential Securities, Touche Ross)

• Employee #1 at Dachis Group, 2008


Things I said I’d never do• Join a startup• Move to Texas



Things I said I’d never do• Join a startup• Move to Texas• Write a book

The book


The book• A true social business

book- Internal and external

focus

- B2B and B2C examples

- Marketing, IT, HR, and other departments

- Strategy and tactics


Designing a social business


The premise• The Internet has shown fundamentally better ways to live and work

- Organizations want “social” to create competitive advantage and drive business results

• Early encounters were trial and error

- Office Max’s Elf Yourself

- Wal-Mart’s The Hub

- Wells Fargo Guided By History blog

• Today, we can cultivate planned outcomes

- Organizations must change the ways they think and work

- A holistic approach is needed

- We are still early, but now can replicate success from examples

The ten tenets of social business


Tenet #1

Anyone can participate


Source: http://fold.it/portal/site_files/theme/science/humanfyn.png

15 years reduced to 10 days

#1: Anyone can participate


Best Buy Community Forums

Generates $5 mm annually



IBM in social business

$100 million in annual support savings



Crowdsourcing tax advice

90 non-employee superusers contributed 115,000 answers



Tenet #3

Focus on business outcomes


reCAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart)

150,000 hours of work each day

Source: reCAPTCHA

#3: Focus on business outcomes


Virgin America raises $50,000

25% increase to Elevate and top five all-time sales day

#3: Focus on business outcomes


Tenet #5

Engage the right community


Austin Solid Waste Services#5: Engage the right community


• Austin Resource Collection & Recovery Utility• Austin Recycling & Waste Reduction Department• Austin Resource Recovery Utility

#5: Engage the right community


“Austin Resource Recovery”

#5: Engage the right community


Tenet #8

Listen and engage continuously


KLM’s world record in-flight party

KLM #Fly2Miami, March 2011. Source: KLM

#8: Listen and engage continuously


Lancome’s official video makeup artist

Sources: youtube.com, lancome-usa.com



Hyatt Regency Lost Pines

Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page


Putting it all together


What maturity looks like

• Enterprise-wide transformation of processes

• Scalable supporting capabilities- Social Business Unit

• ROI derived from social business solutions- http://goo.gl/fb/ANfOW


Summary• Tech driven shifts in work and life set the stage• Early experiments, current stage moving towards maturity• Ten tenets of social business design

THANK YOU

http://www.dachisgroup.com+ 1 [email protected]@peterkim

Peter Kim, Community Conference 2012

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