1. Social Business By
Design
dachisgroup.com 1

2. David Armano
Sr. Partner, Dachis Group
dachisgroup.com
Hello. Logic + Emotion
davidarmano.com
@armano
dachisgroup.com 2

3. “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
dachisgroup.com 3

4. Still, teens are having sex
dachisgroup.com 4

5. So, what’s changed? Command & control.
dachisgroup.com 5

6. Facilitation leads to engagement
dachisgroup.com 6

7. Engagement leads to participation
Engagement
Techniques
Used
Broadcast
Techniques
Used
“Comments, which were absent from the broadcast
phase now represented almost 10% of the view rate.”
Source: Doug White, Social Media Today
dachisgroup.com 7

8. the network economy
“America’s opportunity is to lead the network
economy, not protect the industrial economy”
~John Gerzema, CIO Young & Rubicam
8

9. Attention on the network is earned in streams
dachisgroup.com 9

10. Social as just another marketing channel?
dachisgroup.com 10

11. challenges
dachisgroup.com 11

12. Participation creates scalability issues
dachisgroup.com 12

13. 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
dachisgroup.com 13

14. ...individuals don’t scale well
dachisgroup.com 14

15. Some organizations are trying
imagine if your entire call center was a social business center
dachisgroup.com 15

16. 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
dachisgroup.com 16

17. Social business must be integrated (but often isn’t)
dachisgroup.com 17

18. the industrial machine rolls on
dachisgroup.com 18

19. Great PR & marketing, but is it integrated?
dachisgroup.com 19

20. 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
dachisgroup.com 20

21. Hiring and staffing
dachisgroup.com 21

22. How many followers means credibility?
dachisgroup.com 22

23. Wanted: chief social officer?
dachisgroup.com 23

24. Measurement is a challenge
dachisgroup.com 24

25. Constructs to measure
dachisgroup.com
dachisgroup.com 25

26. Governance
Source: Ambidanze on Flickr
dachisgroup.com 26

27. What policy do you have in place?
dachisgroup.com 27

28. Does your workflow facilitate matters?
Source: Dell Outreach in the blogosphere, Scribd
dachisgroup.com 28

29. Organizational culture: open or closed?
dachisgroup.com
dachisgroup.com 29

30. An open culture (worth $900 million)
dachisgroup.com 30

31. An emergent outcome
dachisgroup.com 31

32. How does social integrate?
dachisgroup.com 32

33. Centralization: aka command-and-control
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
dachisgroup.com 33

34. Decentralization: aka free-for-all
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
dachisgroup.com 34

35. Shared services: a hybrid approach
Key:
TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
dachisgroup.com 35

36. Duct tape and bubble gum won’t cut it
dachisgroup.com 36

37. It’s time for social business by design
dachisgroup.com
dachisgroup.com 37

38. Four core archetypes
dachisgroup.com
Ecosystem Hivemind Dynamic Signal Metafilter
dachisgroup.com 38

39. Ecosystem (Connections)
dachisgroup.com
From Disparate Silos To Connected Nodes
dachisgroup.com 39

40. Hivemind (Culture)
dachisgroup.com
From Hoarding To Collaborating
dachisgroup.com 40

41. Dynamic Signal (Communication)
dachisgroup.com
From Static To Dynamic
dachisgroup.com 41

42. Metafilter (Content)
dachisgroup.com
From Filter Failure To Clear Signals
dachisgroup.com 42

43. Why?
Leveraged
+ = &
Emergent
Outcomes
•Cost savings and efficiencies •Improved collaborative processes
•Informed social marketing strategies •Adaptable business practices
•New product & service offerings/innovations •Customer growth, retention and sustainability
•Expansion into new markets
dachisgroup.com 43

44. because it’s time
to grow up
dachisgroup.com 44

45. “social” will be
replaced by “it’s how
we do business”
dachisgroup.com 45

46. David Armano
Sr. Partner, Dachis Group
Thank Logic + Emotion
davidarmano.com
You.
dachiscorporation.com @armano
dachisgroup.com 46

47. Social Business By
Design
dachisgroup.com 47