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Social Business By Design: Transformative Social Media Strategies for the Connected Company

ISBN: 978-1-118-27321-0
256 pages
May 2012, Jossey-Bass
Social Business By Design: Transformative Social Media Strategies for the Connected Company (1118273214) cover image


From the Dachis Group—the global leader in social business—comes the groundbreaking book on transformative social business strategies.

Social Business By Design is the definitive management book on how to rethink the modern organization in the social media era. Based on their research and work through the Dachis Group, thought leaders Dion Hinchcliffe and Peter Kim deftly explore how the social, cultural, and technological trends provoked by the social media explosion are transforming the business environment. Designed as both a strategic overview and a hands-on resource, Social Business By Design clearly shows how to choose and implement a social business strategy and maximize its impact.
  • Explains the mechanisms, applications, and advantages of a strategic array of social media topics, including social media marketing, social product development, crowdsourcing, social supply chains, social customer relationship management, and more
  • Features examples from high-profile companies such as SAP, Procter & Gamble, MillerCoors, Bloomberg, HBO, Ford, and IBM who have implemented social business strategies
  • Draws on the extensive research and expertise of the Dachis Group, which has helped numerous Fortune 500 clients plan, build, and activate effective social business solutions

Containing actionable, high-impact techniques that save time and the bottom line, Social Business By Design will transform any organization's strategy to ensure success and avoid disruption in a fast-moving world.

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Table of Contents

Foreword vii

by Jeff Dachis

Introduction 1

PART ONE Adapting Organizations to the Twenty-First Century 5

1 Social Media: Drivers of Global Business Opportunity 7

2 Social Media: A Way of Life, a Way of Business 17

3 Who’s Winning in Social Business and Why 25

4 The Global Business Transition to Social Media 45

5 How Business Will Make the Transition 53

PART TWO The Techniques of Social Business 63

6 Social Media Marketing 65

7 Social Product Development 87

8 Crowdsourcing: Community-Powered Workforces 93

9 Social Customer Relationship Management and Customer Communities: Social Customer Care 99

10 Social Business Ecosystems: Engaging with Business Partners 107

11 Workforce Engagement: Creating a Connected Company Using Social Business 127

12 Social Business Supporting Capabilities 143

PART THREE Social Business Design and Strategy 157

13 Identifying Priorities and Planning 159

14 Building Blocks: The Elements of Social Business 169

15 Business Cases, Pilots, Return on Investment, and Value: Tying Them Together 185

16 Building a Social Business Strategy: The Outputs 191

17 Getting Started with Social Business 195

18 Maturity: The Social Business Unit 205

Epilogue 211

Appendix: The Ten Tenets of Social Business 215

Notes 217

Acknowledgments 229

About the Authors 231

Index 233

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Author Information

Dion Hinchcliffe is executive vice president of strategy at Dachis Group. He is an internationally recognized thought leader on enterprise social media, business agility, open business models, and information technology. He writes, speaks, researches, and consults on these topics for clients in the Fortune 500 and public sector.

Peter Kim is chief strategy officer of Dachis Group. He is a leading advisor on social business, working with clients on strategy formulation and driving global industry discourse.

Dachis Group is a consulting firm that helps large enterprises implement social business design to formulate business strategies; plans, builds, and activates social solutions for customer, workforce, and enterprise engagement; and provides data aggregation and analysis. www.dachisgroup.com

For more information, please visit www.socialbusinessbydesign.com

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Social Business by Design is a book about turning your business into a social one—not one that spams Twitter, but actually bakes the benefits of the social revolution right into the fabric of your organization. A big idea, and an urgent one.”
—Seth Godin, author, Poke the Box

Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”
Tony Hsieh, author, Delivering Happiness; CEO, Zappos.com, Inc.

“If you are serious about developing a social business, then keep this book close at hand. Dion Hinchcliffe and Peter Kim bring years of wisdom and experience, paid in blood and sweat, to the pages of Social Business by Design—so that you don't have to.”
—Charlene Li, author, Open Leadership; founder, Altimeter Group

Social Business by Design goes beyond the surface level of social media to help executives across departments think like social anthropologists who can deeply integrate the latest insights, trends, and data to help their businesses thrive in the 21st century. Kim and Hinchcliffe have helped companies from the inside and know their subject matter well.”
—Scott Monty, Global Digital Communications, Ford Motor Company

“The debate about whether social business is worthwhile is over, thankfully. Now we can move on to the much more important work of successfully putting in place new technology-enabled ways of working, marketing, and innovating. With this invaluable book, Hinchcliffe and Kim offer guidance springing from their deep experience on how to do just this.”
—Andrew McAfee, principal research scientist, MIT; author, Enterprise 2.0

“New technology is driving a fundamental power shift in business globally, representing a significant challenge for business. But that same technology also provides unparalleled opportunity if we learn how to harness it. This compelling book outlines the basic principles we will all need to transform challenges into opportunities.”
—John Hagel, coauthor, The Power of Pull; cochairman, The Center for the Edge

“Social Business by Design easily earns a ‘like,’ a tweet, a follow, a share, a 5-star rating, and plenty of fans.  It shows leaders how to transform their businesses and brands using internal and external social media at scale. What could be more urgent or timely?”
—Pete Blackshaw, global head, digital marketing and social media, Nestle; author, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000

“Business is changing right before our very eyes. We are in a world of empowered individuals with reliable, always-on, cross-media connectivity with a vivacious appetite for continuous improvement to win amongst global competition. The frameworks in this book dimensionalize the socially enabled cross-functional business critical opportunities and will help you quickly chart a clear course for success to win in our evolving social business landscape.”
—Michael Donnelly, group director, worldwide interactive marketing, Coca-Cola

“Every business must find its way forward in today's rapidly changing world. This book details the very notion of what being social means in a new way that avoids the hype. Instead, a fascinating case is made for transforming what organizations can do with social media.”
—Kirk Kness, vice president of emerging solutions group, T. Rowe Price

“The business world as we know it is changing, and Peter Kim and Dion Hinchcliffe, along with the rest of the Dachis team, are leading the way! The key is understanding how the world is changing and how your business can lead the way. Social Business by Design will help guide you.”
—Frank Eliason, senior vice president of social media at Citi; author, At Your Service

“Launching new social practices in a big organization like L'Oréal requires a strong mind change in which Peter has been our coach: Social Business by Design sets the stage of a global marketing change, which is above all, a change of marketing mindset.”
—Georges-Edouard Dias, senior vice president, digital business, strategic marketing division, L'Oréal SA

“Social Business by Design gets right to the heart of the social business trend. Dion Hinchcliffe and Peter Kim reveal not just what you need to do, inside and outside your company, to make social technologies pay off—they also show how to put it all together into a cohesive framework and measure the results. A must-read.”
—Josh Bernoff, senior vice president, idea development, Forrester Research; coauthor, Groundswell and Empowered

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Press Release

May 02, 2012
Facebook's IPO is an undeniable milestone for Social Business. Authors Hinchcliffe and Kim explain why Social Business is here to stay.

Dachis Group, the world’s leading social software and solutions firm, today announced the publication of Social Business by Design (Jossey-Bass/Wiley Hardcover; May 2012; $29.99; ISBN: 978-1-1182-7321-0), the definitive management book on how to rethink the modern organization in the social media era.

In Social Business by Design, authors and Dachis Group executives, Dion Hinchcliffe and Peter Kim explore how social, cultural, and technology trends have transformed the business environment and how companies can respond with strategy and tactics to benefit from these changes. Dachis Group Founder, President and CEO Jeff Dachis contributed the book’s foreword and its content draws on the extensive research and expertise of Dachis Group, which has helped numerous Fortune 500 clients plan, build, and activate effective Social Business solutions.

Written as both a strategic overview and a hands-on resource, Social Business by Design shows how to formulate and implement a Social Business strategy and maximize its impact, with in-depth analysis of the mechanisms, applications, and advantages of Social Business topics including social media marketing, social product development, crowdsourcing, social supply chains, social customer relationship management, and more. These topics are illustrated with examples from high-profile companies including SAP, Procter & Gamble, MillerCoors, Bloomberg, HBO, Ford, and IBM who have implemented Social Business strategies.

“The days of businesses using social media to simply measure likes and followers are long gone,” said Hinchcliffe and Kim. “From marketing to sales to product development, social media has the potential to transform business at every level of the organizational chart. By reading Social Business by Design, you can find out how.”

Designed especially for large enterprises, Social Business by Design is the first major business book to provide a practical step-by-step guide for traditional organizations on how to realize mature Social Business capabilities that will directly drive growth, revenue, and innovation. Management teams can strategically employ the knowledge in the book as a roadmap to reach maturity with high-impact results and minimum risk.

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