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

Praise for Social Business by Design

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'Oral 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'Oral 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 offthey 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

Copyright 2012 by John Wiley & Sons, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Hinchcliffe, Dion.

Social business by design : transformative social media strategies for the connected company / By Dion Hinchcliffe and Peter Kim ; Foreword by Jeff Dachis.First edition.

pages cm

Includes bibliographical references and index.

ISBN 978-1-118-27321-0 (hardback); ISBN 978-1-118-28362-2 (ebk); ISBN 978-1-118-28510-7 (ebk); 978-1-118-28613-5 (ebk)

1. Social mediaMarketing. 2. Strategic planning. I. Kim, Peter, 1974- II. Title.

HF5414.H56 2012

658.872dc23

2011052639

Foreword

Everything that can be social will be.

I firmly believe that's the mantra of twenty-first-century business and the key concept that we must all internalize to achieve our best possible futures. Operating our businesses through a social lens presents a profound new way of thinking. Some of you will know that this trend is something now called social business. Most companies are taking steps toward social business, some slowly and some more rapidly. Yet virtually all organizations today need a way to make the changes on their own terms, in a way that gives them a safe path forward that ensures success. Social Business by Design offers you that guided route forward, step by step.

When I cofounded Razorfish as the first major digital agency back in the 1990s, it quickly became clear to me that dramatic change was difficult for large companies; it's never easy making the first move toward a fundamentally new, better way of working, thinking, and living. Fortunately, the case for why and how to effectively adopt social business is definitively and compellingly explored in these pages by my industry colleagues, as well as friends and coworkers, Dion Hinchcliffe and Peter Kim. I've seen both of them grapple with the enormity of the task that lies ahead of virtually all organizations today: to connect business clients with the whole of the developed world using social media, engage deeply with customers and partners in potent newyet unfamiliarways, and innovate and cocreate a more effective way of working that's not just novel but more satisfying, richer, and, yes, profitable for all concerned.

Uncertain economic times can have a chilling effect on innovation and the readiness for the bold moves required to lead an industry in this century. Many companies also have a hard time making the leap to new digital business models. For every SAP, IBM, or Amazon, a hundred companies are struggling in the shadows. But the writing is on the wall. I can read it clearly as a CEO, as can most of my peers in organizations large and small around the world: as you read this, the way we run our organizations is in the midst of changing dramatically.