Social Business Design. Birth of a new industry?

September 12th, 2009 • 3 comments Social Business
Tags: Altimeter, Business, Dachis, Debate, Future, Headshift, Prediction, Presentation, Social Business Design, Strategy, World

I just read metarand’s article about Social Business Design. It reflects Anne McCrossan’s article Re-turning the returns which assumes that a new post-marketing industry is materializing currently. An industry that shapes institutions and companies, not brands and brand messages. Her definition is…

…Social business design sits at the intersection of organizational development and marketing, and can loosely be described as the practice of developing communities of engagement to develop ideas, activities and outputs for commercial and social benefit.

As organizations adopt the principles of social business design, intangible, soft assets like brand value, purpose, human resources, processes and capabilities come to the fore. Social business design is about engendering involvement and it’s inbound.

Slightly differently, marketing services and ‘broadcast’ media operate on the basis the message and transaction are the means to the end. Marketing services communicate primarily outbound.

Anne’s article reacts on the forming of a new key players in this field (Dachis Group/Headshift), along with the hiring of Social Media Rockstar Owyang by the Altimeter Group.

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