Upload
jeffreydachis
View
980
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Minnesota Ad Federation presentation 9/22/10
Citation preview
Minnesota Ad FederationSocial Business 9/22/10
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
2
® 2010 Dachis Group. Confidential and Proprietary
Puppy.
3
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
15 Years ago we thought we were about to embark on a revolution to pioneer a new way of doing business.
4
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
We Passionately Believed that we could fundamentally change the world of commerce, communications, and culture.
5
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Everything that could be digital...would be. Because it would be faster, better and cheaper.
6
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
“In the digital world, User Experience is the key definer of value”
7
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
8
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
9
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
10
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
11
Exciting times
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
We created a methodology, a lexicon, and an entire industry around making valuable digital user experiences.
12
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
13
Interesting times
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
14
Change
® 2010 Dachis Group. Confidential and Proprietary
Inescapable Trends
15
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Our world is truly getting wired
Source: Nielsen
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
The wires are getting faster
Source: Pew Internet & American Life Project, July 2008
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
IT consumerization is upon us
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Consumer web apps proliferate
20
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Source: Apple
We buy supercomputers at the mall
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Source: One Laptop Per Child
And provide access to everyone...
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Source: antigone78 on Flickr
We share opinions on everything
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
OMG
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Cloud computing is a reality
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Work demands an “always on” mentality
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social technologies keep us informed
Source: McKinsey & Company
® 2010 Dachis Group. Confidential and Proprietary
But not so fast...
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Work still happens in silos
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
We have endless point solutions not platforms
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Businesses are overloaded with data
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Consumers are increasingly skeptical
Source: Edelman
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Participation isnʼt scalable...
33
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
...because individuals donʼt scale
34
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
People are people
35
Source: CarbonNYC on Flickr
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Communication remains largely unidirectional
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
How will you govern?
Source: Ambidanze on Flickr
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
What policies do you have in place?
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
While the shape of the business world has changed...
39
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Most Business Technology Systems, Business Process, and Business Cultures have not yet adapted...
40
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
41
We have all been there.
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
42
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social BusinessHuge Opportunities, Enormous Challenges
44
• 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
® 2010 Dachis Group. Confidential and Proprietary
A Conceptual Framework and Set of Lenses for a Network Centric Organizational Model
45
Social Business Design
® 2009 Dachis Group. Confidential and Proprietary
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.
46
® 2009 Dachis Group. Confidential and Proprietary
Social Business Summit 2010 LONDON | Social Business Design | March 18, 2010
The definition of Social Business Design
47
• The Goal: Enhanced value exchange among constituents delivering improved and emergent business outcomes
® 2009 Dachis Group. Confidential and Proprietary
Social Business Summit 2010 LONDON | Social Business Design | March 18, 2010
Business is made of Technology, People, and Process
48
content ecosystem
cloud services
developer ecosystem
application ecosystem
commerce ecosystem
products
support services
supply chain ecosystem
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
The shape of the business has fundamentally changed. Businesses need to address value exchange with all constituents wherever they are.
49
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Four Archetypes for Social Business Design.Building blocks and vocabulary.
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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
dachisgroup.com
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Ecosystem
52
Core
Extended
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
A network of nodes and connections
Source: ethorson on Flickr
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Hivemind (culture)
- A primary social calibration
- Active Participation
- Active Engagment
- Active Involvement
dachisgroup.com
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
A primary social calibration
Source: Larry Tomlinson on Flickr
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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
dachisgroup.com
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Metafilter (filter, measure)
- Filter, tag sort
- Define constructs for measurement
- Measure patterns not counts
- Depth over surface
- Trends versus snapshots
- Analyzing for meaning
dachisgroup.com
From Filter Failure To Clear Signals“Finding meaning in all the noise”
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social business design applied
58
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Why Social Business Design?
59
+ =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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
60
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
All of the web is becoming social-The media communications landscape has shifted
62
Connect, Share, Participate and Engage
Data
Individuals
ConnectionsUser ProfilesPhotosVideoBloggingLocationStatus
Social Graph
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
All business is increasingly done on the web-The business landscape is shifting too
63
Connect, Collaborate, Engage and Transact
Suppliers Employees Customers
Data Data
EcommerceCollaborationMarketplacesAdvertisingEDITransactionsERPKnowledge Mgmt.Human ResourcesTravelShippingLogistics
Business Graph
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
All business is Social Business
64
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
21
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Modes of Social Business
66
SynthesizeAnalyze
Strategic
AggregateIntegrate
Operationalize
EnableInterruptConnectListenEngageParticipateInfluenceCollaborate
Adoption
Adoption
Operationalize
Strategic
+
+
+Adoption
Operationalize
Adoption
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Dachis Group- Representative Clients
67
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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.
68
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
69
Client example: Social Business Strategy
® 2010 Dachis Group. Confidential and Proprietary
Citibank Interim Deliverable | February 2010
Assessment of todayʼs social media approach
239
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
70
Social Business Strategy
® 2010 Dachis Group. Confidential and Proprietary
Citibank Interim Deliverable | February 2010
246
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
® 2010 Dachis Group. Confidential and Proprietary
Citibank Interim Deliverable | February 2010
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
242
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
® 2010 Dachis Group. Confidential and Proprietary
Citibank Interim Deliverable | February 2010
Decision rights framework
244
• 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
® 2010 Dachis Group. Confidential and Proprietary
Citibank Interim Deliverable | February 2010
243
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
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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.
71
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social Business Strategy
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social Business Strategy
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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.
74
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social Servicing
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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.
76
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Social Business Advisory
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
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.
78
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
I still passionately believe that we can have a profound effect on the world of commerce, communications, and culture.
79
® 2010 Dachis Group. All Rights Reserved
Dachis Group | Minnesota AdFed 2010
Today we continue to define a new way of doing business
80
® 2010 Dachis Group. Confidential and Proprietary
: )
81
® 2010 Dachis Group. Confidential and Proprietary
Thanks.
@jeffdachis
82
Dachis GroupMinnesota Ad Federation 2010
Dachis Group515 Congress Avenue, Suite 2420Austin, Texas 78701512-275-7825
[email protected]@jeffdachis