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Social Business By Design: Transformative Social Media Strategies for the Connected Company Hardcover – May 1, 2012

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Editorial Reviews


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,, 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

From the Inside Flap

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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Product Details

  • Hardcover: 256 pages
  • Publisher: Jossey-Bass; 1 edition (May 1, 2012)
  • Language: English
  • ISBN-10: 1118273214
  • ISBN-13: 978-1118273210
  • Product Dimensions: 6.2 x 0.9 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #899,629 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

14 of 15 people found the following review helpful By Tom Sales on April 30, 2012
Format: Hardcover Verified Purchase
Earlier books I've read about social media -- Groundswell, The Social Organization, Get Bold and others--seemed more forward-looking about how social media could change organizations based on early findings and early case situations. Social Business by Design feels a little further "down the road" with more statistics, more firmly established cases, less experimentation, and more of a call to action. This is something you MUST do if you plan to compete with other organizations that have made or started their transitions to becoming social businesses. As telling as the success stories were, a couple of examples showed the dangers of not having considered the social environment. The authors describe how the lack of social response capabilities hurt Toyota with their sudden acceleration problem and BP with the Gulf spill. The implication seems clear. As people expect to communicate socially, you can no longer afford to ignore them.

As they work through their cases, Hinchcliffe and Kim build a list of 10 social business tenets that can be used across most situations. Their pattern is to look at some case situations, analyze the issues that were addressed with social business solutions, explain how a more established environment is making such solutions more mainstream, and then derive each successive tenet. This is an effective way to evaluate how business motivations and solutions are working in an emerging social environment with almost no discussion of the technological opportunities.
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4 of 4 people found the following review helpful By David Deal on May 25, 2012
Format: Hardcover
"Social Business by Design" shows how social media can have far-reaching impacts beyond its commonly known applications for marketing and customer service. The book makes a bold assertion that companies can transform all aspects of their business through social media, including HR, Operations, and R&D. For instance, the book discusses how organizations have successfully used social for product co-creation through a network of crowd-sourcing partners. One of the underlying themes of the book is the increasingly influential role and sophisticated nature of the community manager. The book asserts that social businesses actually need two types of community managers: one for public facing functions like marketing and the other for internal facing needs such as knowledge management. After reading this book, I think any executive will start thinking of the value of a community manager as an important contributor to social businesses. In fact, I wonder if the term "community manager" is a misnomer -- community owner is more like it. I recommend the book for showing how businesses can orient a wide range of operations around social.
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3 of 3 people found the following review helpful By M. Ridings on May 16, 2012
Format: Kindle Edition
The social business space is an incredibly complex one, and anyone trying to capture all of its nuances in a book has their work cut out for them. Peter & Dion successfully pull off that unenviable task. They were able to walk that fine line between the practical and the theoretical, and do it well. The only criticism I have, and it's a small one, is that a few areas of the book are a bit academic in their language, but they should still be navigable by most executives and practitioners. If this is a space you're interested in learning more about you can't go wrong with giving this a read. That one criticism, and the fact that I'm friends with one of the authors is the reason for the 4 star rating. I didn't want to seem too biased so I set a very high bar for this book to meet, which it obviously did. Technically, I compete against these gentlemen, so if I'm willing to come here and give it high praise I hope that would give you confidence in making this purchase. Congrats to you Peter & Dion, well done.
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5 of 6 people found the following review helpful By Michael Krigsman on May 8, 2012
Format: Hardcover
In a field where snake oil consultants offer vague prescriptions and poor advice, this book rises to the level of "must read."

The authors are experienced practitioners, and genuine leaders, in the growing field of encouraging collaborative culture in the service of real business problems. Enabled by the rise of cloud, social, and mobile technologies, social business offers a means to bring a variety of benefits to organizations of every size and type. At the same time, achieving these goals requires business judgment and experience that few authors actually possess. Unlike Hinchcliffe and Kim, many authors in this field offer little more than poorly constructed opinions with little substance or depth.

In contrast, this book reflects the authors' depth of experience advising a broad range of organizations on how to realize practical benefits that genuinely improve business processes. The material is presented clearly in a confident and engaging writing style, making liberal use of graphics and instructive stories. This straightforward approach yields a book that is suitable for senior executives, middle managers, and anyone else interested in this important topic.

I have personally written 1000 blog articles for ZDNet on topics stressing the importance of communication, collaboration, and knowledge sharing in creating business and management success. Given my own belief in the importance of social business, I am delighted to recommend this book without reservation.
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