Overview of Aquity Group's thinking and approach to the Social Enterprise.

1. Social Enterprise Briefing
An Acquity Group PoV October 2012

2. OUTLINE
» About Acquity Group
» Our perspective on the Social Enterprise
» Case studies
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3. About Acquity Group

4. Acquity Group is a leading Digital Strategy,
Design and Technology company.
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5. CREATING A NEW WAY TO LOOK AT DIGITAL
Digital requires a whole new way of thinking about your business, employees,
customers and marketplace to create innovative solutions, agility and advantage.
Strategy
Business Consultants
Design Technology
Digital Agencies IT Consultants
Governance
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6. • Digital Business Strategy • Social Enterprise Strategy
Strategy
• Digital Brand Strategy • Mobile & Social Strategy
• Channel Strategy • Customer Experience Strategy
• Digital Marketing Strategy • Digital Intelligence Strategy
Design Technology
• Content & Commerce • Online Measurement &
Strategy Optimization
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7. • Digital Landscape Integration • Concepting & Design
Strategy • User Testing • Digital Marketing
• Site Mapping • Rapid Prototyping
• Wireframing • Rich Media Development
Design Technology • Brand Analysis • Content Strategy
• Brainstorming • Technical & Creative Writing
• Tactical Solutions • Search Engine Optimization
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8. • Content & Commerce • Mobile Apps & Platforms
Strategy Architecture / Roadmaps
• Front-end Development
• Collaboration & Social Media
• Digital Intelligence Hosting &
• Content Managed Services
Design Technology Management, Commerce, Portal
& Search Implementations • Content Migration Planning &
Execution
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9. LEADERS OF DIGITAL CHANGE
The Forrester Wave™: Global Commerce
Service Providers, Q1 2012
Forrester has recognized Acquity Group for its deep
eCommerce expertise and robust vision for multichannel
commerce in an expert evaluation of the leading global
commerce service providers
As an independent digital agency focused on
eCommerce, experience design, and experience management
solutions, Acquity Group received top scores on the report’s
scorecard in these areas.
Acquity Group tied for first in both "commerce services focus"
and "eCommerce focus," third in "customer experience and
design services," and third in "hosting support."
Brian K. Walker and Peter Sheldon - Analysts, Forrester
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10. DEEP ENTERPRISE EXPERIENCE
Acquity Group is a digital strategy and solutions partner to
approximately 50% of the FORTUNE 100.
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11. Perspective:
the Social Enterprise

12. “86% of employees who believe their company is
doing a „good job‟ with communications and internal
social media would encourage others to work there
(vs. only 51% who believe their company does a
„poor job‟).” rd
3 Annual Employee Engagement Study, Gagen MacDonald (2011)
“66% of employees say effective social intranets
increased knowledge sharing in the workplace.”
The Enterprise 2.0 User Profile, Forrester (2011)
“Actively disengaged employees cost companies
$370 billion annually in lost productivity.”
Gallup Employee Engagement Index (2012)
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13. WHAT IS A SOCIAL ENTERPRISE?
“An organization that has put in place the strategies, processes and solutions to
engage all the individuals within its ecosystem (employees, customers, partners,
suppliers) to maximize the co-created value.”
CUSTOMER ENGAGEMENT EMPLOYEE ENGAGEMENT
(via Social Media) (via Social Intranet)
Channels Communities
Communities Conversations
Conversations Cultural Change
Conversion Creation
Source: Acquity Group
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14. SOCIAL ENTERPRISE DRIVERS
» Context
» Innovation
» Knowledge
» Communication
» Teaming
» Globalization
» Purpose
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15. Context
Yesterday Today
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Information Relationships

16. Innovation
Yesterday Today
Control Orchestrate
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17. Knowledge
Yesterday Today
Organized Organic 17

18. Communication
Yesterday Today
Facilitate Anticipate
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19. Teaming
Yesterday Today
Authorized Emergent 19

20. Globalization
Yesterday Today
Multilingual Hyperlocal 20

21. Purpose
Yesterday Today
Marketing Meaning
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22. OBJECTIVES OF THE SOCIAL INTRANET
Accelerate Insight
Build Functional & Enable Facilitate
and Knowledge
Cultural Affinity Collaboration Innovation
Development
ANYTIME, ANYPLACE, ANYHOW
Foster Human
Sustain Productive Empower Career Gateway to
Networks
Dialog Success Work & Life Tools
(Local & Global)
Source: Acquity Group

23. Listening for business leaders describing
Social Enterprise needs:
“I see four priorities:
First, we must become a truly global company.
Second, we must understand the business challenges
that retailers will face and solve them.
Third, we need to play an even bigger leadership
role on social issues that matter to our customers.
And most important, we must do all of this while
keeping our culture strong everywhere.”
- Mike Duke, Walmart Annual Shareholders’ Meeting (2010)
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24. EXAMPLE: MAPPING BUSINESS NEEDS TO THE
OBJECTIVES OF THE SOCIAL INTRANET
Enable Collaboration
Facilitate Innovation
and Knowledge Dev.
Sustain Productive
Functional Affinity
Accelerate insight
Gateway to Work
Empower Career
Build Cultural &
Foster Human
and Life Tools
Networks
Success
Dialog
“become a truly global
company” ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
“understand *and solve+
business challenges” ✔ ✔ ✔ ✔ ✔ ✔
“*lead on+ social issues that
matter to our customers” ✔ ✔ ✔ ✔ ✔
“keep our culture strong
everywhere” ✔ ✔ ✔ ✔ ✔ ✔
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25. “People focus on technology, but
it‟s just an enabler.”
William Lynch, CEO Barnes & Noble, 2011
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26. KEY COMPONENTS OF A
SOCIAL INTRANET ARCHITECTURE
Platform
Process Culture
Success
People
Mgt.
SOCIAL
INTRANET
ARCHITECTURE
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27. GLOBAL ENTERPRISES RECOGNIZE THE BUSINESS
CRITICAL NATURE OF SOCIAL INTRANETS
N = 3,500 business executives surveyed by MIT Sloan Management Review (2012)
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28. STRATEGIC DECISIONS ARE INFORMED BY
“WHERE YOU ARE” vs. “WHERE YOU’RE GOING”
Inactive Exploring Converging Transforming Optimizing
People
TODAY +24 MONTHS
Process
Platform
Culture
Success
Management
Leadership
Support
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29. KEY CHANGE PRIORITIES FOR THE
SOCIAL INTRANET
Success
People Process Platform Culture
Management
• Build Human • Design for • Anytime, • Create the “New • Measure and
Networks Decisions Anyplace, Anyhow Normal” Optimize
Leadership Support
• Positive, Visible, Engaged
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30. YOU’RE NOT ALONE: MOST COMPANIES ARE
STILL SORTING THIS OUT
What’s your organization’s social enterprise maturity level?
Beginner
Advanced 6%
18%
Experimental
33%
Mature
21%
Formalized
22%
N = 81 companies with over 250 employees interviewed by Altimeter Research (Q4 2011).
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31. BTW, YOU NEED TO BUILD FOR SOCIAL AND
MOBILE…SIMULTANEOUSLY
Mobile-cellular subscriptions per 100 inhabitants
140
Developed
Nations
120 118
113 114
Developing 109
Nations 102
Per 100 inhabitants
100
93
80 82
79
70 70
60 60 58
53
47 49
40 39
30
20 23
17
14
8 10
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*
* Estimate.
Source: ITU World Telecommunication / ICT Indicators database
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32. SOCIAL INTRANET SUCCESS IS A
GAME-CHANGER
Source: Jive Software 2010 survey of 350 companies.
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33. SOCIAL INTRANET STRATEGY SHOULD ANSWER…
What Why How
should you do? should you do it? will it get done?
Be Purpose-Driven Increase Productivity Leadership Engagement
Foster Associate Innovation Improve Retention Relationship Focus
Build Global Communities Reduce Costs Deciding How to Decide
Create a Dynamic Workforce Sustain Competitive Advantage Cultural Awareness
Understand the Employee Journey Identify New Revenue Streams Consensus Building
Improve Employee Satisfaction Increase Speed-to-Market Flexible Governance
Empower the Extended Enterprise Manage Risk Solution Fit
Accelerate Change/Adoption Improve ROI Quick Wins
Build Associate Loyalty Roadmap
Change the Game Scalable Plans
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34. The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 (United States) at
http://creativecommons.org/licenses/by-nc-sa/3.0.
Steven Beauchem
Social Enterprise Solution Leader
steven.beauchem@acquitygroup.com
linkedin.com/in/stevenwbeauchem