Social, collaborative tools are transforming the enterprise. Lee Bryant takes us on a tour of the companies of tomorrow where social tools are yielding new levels of collaboration, insight and productivity.

1. The Social Honeymoon Is Over...
How Do We Measure Success?
Lee Bryant, Dachis Group, June 2012

2. Introduction to Dachis Group

3. Introduction to Dachis Group

4. Introduction to Dachis Group

5. Social business: emerging from the Cretaceous era

6. A major change in the way we think about business

7. A major change in the way we think about business
“I’m arguing that something
much bigger is happening
than the application of
collaborative tools within the
enterprise – it’s a profound
transformation of the
enterprise as we know it ...
huge changes in how we
orchestrate capabilities to
create goods and services.”
Don Tapscott

8. Connected Companies are made of networks

9. Connected Companies are made of people
“Man is the lowest-cost, 150-pound, nonlinear, all-
purpose computer system which can be mass-produced
by unskilled labor.” -- NASA, 1965

10. Key challenge: the right combination of people & tech
"the best chess player on the planet today is not a
computer. Nor is it a human. The best chess player is a
team of humans using computers."

11. Why? Social business aims for engagement at scale

12. Social media evolving rapidly towards engagement

13. Increasing connection between online & offline

14. But how to measure? likes & fans are not enough ...

15. Need to be social on the inside to succeed outside

16. Reported benefits of social business projects

17. Reported benefits of social business projects

18. Burberry betting heavily on social, inside and outside

19. Major European firms seeking greater efficiency

20. Not just tech: manufacturing & industry benefit too

21. Knowledge-intensive firms seeking better performance

22. How can we start to measure social results?

23. Humanising the enterprise: people over process
• Social networks and communities
• Engagement and conversation
• Collaboration and co-creation

24. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)

25. Activity streams + the social graph create ‘flow’
• Activity streams and updates
• Integrate with systems of record
• Every’thing’ will have a voice

26. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)

27. Better decision making based on ambient signals
• Glancing, ambient sharing, awareness
• ‘Getting things done’ with social signals
• Learning in the open, by watching others

28. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)

29. Socialising processes and exception handling
• ‘In the flow’ - social on the shop floor
• Social BPM, LEAN and workflow
• Shift handover and communication

30. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)

31. Harnessing collective intelligence as business value
• Social reading and recommendations
• Social network signals, co-ordination
• Manage knowledge flows, not objects

32. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)

33. Using customer insight for business improvement
• Sharing & co-producing with customers
• Integration with external networks & sites
• Social CRM, personalisation, workstreaming

34. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)

35. Using ‘Big data’ & social analytics to track demand

36. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)
Faster innovation, time to market (+)

37. Deeper customer relationships; advocacy, influence
• Social commerce, FB commerce
• Brand communities and peer-to-peer
• Advocacy and social influence

38. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)
Faster innovation, time to market (+)
Brand Awareness, mindshare, love, advocacy (£)

39. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)
Faster innovation, time to market (+)
Brand Awareness, mindshare, love, advocacy (£)
Social commerce, recommendations, influence (£)

40. Social customer service & personalised self-service
• Peer to peer customer support
• Customer-managed data (VRM)
• Customer community management

41. Success measures and business goals
Measuring social business success
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)
Faster innovation, time to market (+)
Brand Awareness, mindshare, love, advocacy (£)
Social commerce, recommendations, influence (£)
Cost deflection, satisfaction, recommendations (£)

42. Success measures and business goals
Towards a basic business case for social business
INSIDE
ROA: Putting a value on employee time savings (£)
Better cross-silo working & ambient awareness (+)
Increased productivity in teams, faster learning (+)
Less problems, downtime & faster resolution (£)
OUSIDE
Better thought leadership, more client wins (£)
Higher customer satisfaction, lower costs (£)
Faster innovation, time to market (+)
Brand Awareness, mindshare, love, advocacy (£)
Social commerce, recommendations, influence (£)
Cost deflection, satisfaction, recommendations (£)

43. Joining the dots to create a connected business

44. We need to value integration & ‘connective tissue’

45. Social Business Intelligence, not just monitoring...
Social Business Intelligence enables companies
to uncover insights, take action on those
insights, and measure performance and ROI of
those actions.
® 2011 Dachis Group. Confidential and Proprietary

46. Our Social Business Intelligence platform
Social Business Index Social Portfolio Insight
Social Performance Monitor Advocate Insight Employee Insight
Social Business Intelligence Platform
Normalization
® 2012 Dachis Group. Confidential and Proprietary Enrichment Analysis Analytics

47. Need to give employees a role in external engagement
Advocates
Employees
Partners
Organize your
employees,
advocates and
partners to engage
with the market...
All coordinated, on
brand message and
understanding their
own goals and their
contribution to
® 2011 Dachis Group. Confidential and Proprietary
performance

48. Need to give employees a role in external engagement
Employee Insight
Mobilize and measure employees to scale brand impact
Rank your employee
1 social accounts, tracking
signals, audience,
conversation and
strength. 1 3
2 Measure employee social
scores, and brand
impact.
3 Track top employees on
your Social Leaderboard 2
4 Mobilize your employee
social efforts with a
configurable portal.
4
® 2011 Dachis Group. Confidential and Proprietary

49. Need deeper, real-time insights into what is working
Social Performance Monitor (SPM)
Measuring business outcomes in social
Social Performance Monitor
helps organizations gain
insight into the business
benefits delivered by Social

50. Need deeper, real-time insights into what is working
Social Performance Monitor (SPM)
Measuring business outcomes in social
Social Performance Monitor
helps organizations gain
insight into the business
benefits delivered by Social

51. Still a mountain to climb, but we are making progress...

52. Thanks for listening
Talk back: @LeeBryant

53. Picture Credits
Except where otherwise stated, photos courtesy of Flickr using Creative Commons
license. Thanks to the following image sources:
http://www.flickr.com/photos/arenamontanus/375127836/
http://www.flickr.com/photos/peasap/655111542/
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http://www.flickr.com/photos/exey/3960710978
http://www.amc.af.mil/shared/media/photodb/photos/070119-F-0000R-101.jpg
http://www.flickr.com/photos/gsfc/4812251861/sizes/l/in/photostream/
http://www.thisiscolossal.com/2012/01/yayoi-kusama-obiliteration-room/
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http://www.flickr.com/photos/pollas/18662234/sizes/o/in/photostream/
http://takethesquare.net/2012/01/03/from-indignados-to-occupywhere-
reflections-on-year-of-struggle-in-europe/
http://www.flickr.com/photos/joeshlabotnik/305410323/
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