Peter Kim @ Enterprise 2.0, Social Media Marketing, and Social Business Design

Found at http://www.dachisgroup.com/2009/10/e20_smm_sbd

How do you refer to “this space”?

If you’re from a marketing or communications background, you likely refer to “Social Media Marketing.” At Forrester, we named this space “Social Computing” in February 2006, originating out of the Devices, Media, and Marketing research group.

If you’re from an IT background, you likely refer to “Enterprise 2.0″ originally defined by Harvard Associate Professor Andrew McAfee in May 2006, while researching IT for business use.

There’s nothing wrong with these terms. In fact, they speak clearly to the roles they have served for over three years. Social Media Marketing works best as part of integrated communications strategy, along with other forms of media: tradigital, direct, broadcast, out of home, guerilla, et al. Enterprise 2.0 helps technologists focus on new approaches to infrastructure.

Recently, thought leaders have been calling for an elevated focal point: social business. This evolution is natural – and fully anticipated. You see, on their own, social media marketing and enterprise 2.0 are means of building a better mousetrap, of working smarter not harder…and very sisyphean, waiting to repeat the process with “semantic media marketing” and “enterprise 3.0.”

In contrast, social business is a theoretical target for transformation…but the catch phrase alone doesn’t help companies get anywhere.

This is why Social Business Design matters, allowing companies to:

  • Articulate the approach to creating a social business: “intentional creation of dynamic and socially calibrated systems, process, and culture.”
  • Utilize a mutually exclusive, collectively exhaustive framework for analyzing the current state of business via four archetypes: ecosystem, hivemind, dynamic signal, and metafilter.
  • Outline how functions can apply social business principles within their areas of practice: customer participation, workforce collaboration, and business partner optimization.
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To be continued at:

Posted on October 14th, 2009 By Peter Kim

http://www.dachisgroup.com/2009/10/e20_smm_sbd

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