social media week new york 2013 talk on engagement at scale

The Next Phase ofSocial Business:

Engagement at Scale

® 2012 Dachis Group 2

IntroductionDion Hinchcliffe• ZDNet’s Enterprise Web 2.0• http://blogs.zdnet.com/Hinchcliffe

• InformationWeek’s Social Business By Design• http://informationweek.com/thebrainyard

• Chief Strategy Officer• http://dachisgroup.com

• mailto:dion.hinchcliffe@dachisgroup.com

• : @dhinchcliffe

Spring 2012

Social has been aroundfor a while now

Telephone

1890

Internet Email

1993

Life Expectancy of S&P 500 CompanyPace of Technology Change

Change is happening faster...

Blogs

2003

Web 2.0

2004

Social Media

2005

Enterprise 2.0

2006

Social Business

2008

What’s next?

transactions engagement

CORPORATIONS ARE ONLY SLOWLY ADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION

The Adoption Rates of E-mail, Social Networks, and #SocBiz

20112006

1B

750M

500M

250M

2007 2008 2009 2010

Sources:

projected

ConsumerSocialNetworks

E-mail

100%

75%

50%

25%

Enterprise 2.0

comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC

high estimate

low estimate

Per

cent

of

Ent

erpr

ises

600BA Year

EngagementWe spend a LOT to try to achieve it...

$

Social Is the Ideal Platform to Engage@Scale

Premise:

What happens when we don’t?

What happens when you do?

A fading brand, catapulted to#1 in its category within 90 days.

Can be used to drive business outcomes in scale:

SalesCustomer Retention

Customer CareProduct Development

Crisis Resolution

Awareness Passion Mindshare Advocacy

Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value

THE ENGAGEMENT PROGRESSION

Current Approach

#FAIL

Bigger staffs #FAIL You can’t staff into capitalizing on engagement @ scale

A staff of 11

©2012 DACHIS GROUP

ANOTHER WAYOF LOOKINGAT THIS

24

YOURCOMPANY

World

YourSocial Media

Effort

So is there another approach?

To engage @ scale, we can mobilize our constituentsExtending your reach

® 2011 Dachis Group. Confidential and Proprietary

Organize our employees

® 2011 Dachis Group. Confidential and Proprietary

Employees

Organize your employees to engage with the market...

Coordinate our partners

® 2011 Dachis Group. Confidential and Proprietary

... then coordinate your partners to engage with the market...

Partners

Activate our advocates

® 2011 Dachis Group. Confidential and Proprietary

Advocates

...then activate your advocates to engage with the market

Engagement @ Scale

® 2011 Dachis Group. Confidential and Proprietary

All coordinated and working together to understand their own goals and their contribution to performance

...because, your advocates are actually better at

engagement than you

Text

With Real and Lasting Business Value

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Fully social organizations get outsized benefits

33

Source: 2011 McKinsey Web 2.0 Survey

Only fully social organizations can tap into the $1.3 trillion social business opportunity

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The problem?

• 96% of internal and external social business efforts are not connected

- Source: , August, 2012

• Yet that’s where the most ROI is, by far

34

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Social business is...part of a single continuum...one unified ecosystem

35

Social Businessenterprise ecosystem

customers +world

business partners

workers

SocialInnovation Crowdsourcing

Social CRM

Enterprise 2.0

Social Marketing

Customer Communities

integrated vision

intra

net

extra

net

Inte

rnet

The Lesson:

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But what breakthrough will get us there?

Fast Data Big Analytics Deep Insight

IncreasingAge & Maturity

Big Data: The Moving Parts

terabytes petabytes exabytes zettabytes

the amount of data stored by the average company today

the growth of data will be exponential for the foreseeable future

MapReduce

Hadoop

kdb

Vertica

Netezza

Esper

Greenplum

ECL Teradata

Hive

MATLAB

SciPy

SAS

Mahout

Revolution R

SPSS AMPL

network analysis

predictive modeling

simulation

visualization

unsupervised learning

social media analytics

sentiment analysis

BPO BI

Business Objectives

From http://blogs.zdnet.com/Hinchcliffe

ETL

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The Process

37

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38

1 -- LISTEN

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39

2 -- FILTER

Business Relevancy

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Understand the Business Context & Priorityof Relevant Conversations

40

3 -- ANALYZE

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4 -- MOBILIZE ADVOCATES

41

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5 -- TRANSFORM FOR ENGAGEMENT

42

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6 -- PROCESSES THAT SCALE

43

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7 -- A CLOSED LOOP ENGAGEMENT PROCESS

44

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8 -- DISRUPT YOUR COMPETITION

45

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The full story is in Social Business by Design

• Published May, 2012• From John Wiley & Sons• The definitive management

strategy guide and handbook on social business.

• Based on real-world experience from nearly 100 high-impact examples.

• The most complete and actionable statement on social business and why it’s strategically vital.

• Recently #1 in Amazon’s Hot New Releases

• Companion Web site at

46

http://socialbusinessbydesign.com

Thank You