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


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 every business environment. Offering both a strategic overview and a hands-on resource, Social Business by Design clearly shows how to choose and implement a ...

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

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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 every business environment. Offering both a strategic overview and a hands-on resource, Social Business by Design clearly shows how to choose and implement a social business strategy as well as maximize its impact.

Designed to be a highly accessible resource, Social Business by Design offers the shortest route to creating a dynamic social business organization. Hinchcliffe and Kim clearly explain the mechanisms, applications, and advantages of a strategic array of social media areas, including social media marketing, social product development, crowdsourcing, social supply chains, social customer relationship management, and more.

With original research from the Dachis Group, as well as case studies from SAP, Procter & Gamble, MillerCoors, Bloomberg, HBO, Ford, and IBM, Hinchcliffe and Kim show how they help Fortune 500 clients plan, build, and activate effective social business solutions. From the early successes and missteps of social media pioneers to the latest groundbreaking experiments, they show clearly the evolution of social business and the future it holds for organizations of all sizes.

With actionable, high-impact techniques that have proven to save time and invigorate the bottom line, Social Business by Design can transform your organization's strategy to ensure success and avoid disruption in a fast-moving world.

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Editorial Reviews

From the Publisher
Social Business by Design is a book about turningyour business into a social one—not one that spams Twitter,but actually bakes the benefits of the social revolution right intothe fabric of your organization. A big idea, and an urgentone.”
—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 wayof thinking and working.”
Tony Hsieh, author, DeliveringHappiness; CEO,, Inc.

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

Social Business by Design goes beyond the surfacelevel of social media to help executives across departments thinklike social anthropologists who can deeply integrate the latestinsights, trends, and data to help their businesses thrive in the21st century. Kim and Hinchcliffe have helped companies fromthe inside and know their subject matter well.”
—Scott Monty, Global Digital Communications, Ford MotorCompany

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

“New technology is driving a fundamental power shift inbusiness globally, representing a significant challenge forbusiness. But that same technology also provides unparalleledopportunity if we learn how to harness it. This compelling bookoutlines the basic principles we will all need to transformchallenges 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 theirbusinesses and brands using internal and external social media atscale. What could be more urgent or timely?”
—Pete Blackshaw, global head, digital marketing and socialmedia, Nestle; author, Satisfied Customers Tell Three Friends,Angry Customers Tell 3,000

“Business is changing right before our very eyes. We arein a world of empowered individuals with reliable, always-on,cross-media connectivity with a vivacious appetite for continuousimprovement to win amongst global competition. The frameworks inthis book dimensionalize the socially enabled cross-functionalbusiness critical opportunities and will help you quickly chart aclear course for success to win in our evolving social businesslandscape.”
—Michael Donnelly, group director, worldwide interactivemarketing, Coca-Cola

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

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

“Launching new social practices in a big organization likeL'Oréal requires a strong mind change in which Peter has beenour coach: Social Business by Design sets the stage of aglobal marketing change, which is above all, a change of marketingmindset.”
—Georges-Edouard Dias, senior vice president, digitalbusiness, strategic marketing division, L'Oréal SA

“Social Business by Design gets right to the heartof the social business trend. Dion Hinchcliffe and Peter Kim revealnot just what you need to do, inside and outside your company, tomake social technologies pay off—they also show how to put itall together into a cohesive framework and measure the results. Amust-read.”
—Josh Bernoff, senior vice president, idea development,Forrester Research; coauthor, Groundswell andEmpowered

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Product Details

  • ISBN-13: 9781118273210
  • Publisher: Wiley
  • Publication date: 5/1/2012
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.20 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

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.

For more information, please visit

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Table of Contents

Foreword vii

by Jeff Dachis

Introduction 1

PART ONE Adapting Organizations to the Twenty-First Century5

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 CustomerCommunities: Social Customer Care 99

10 Social Business Ecosystems: Engaging with Business Partners107

11 Workforce Engagement: Creating a Connected Company UsingSocial 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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