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CIO Presentation about social media


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  • 1. Fully Engaged – Getting theMost Out of Social MediaRichard Binhammer, Social Media & CommunitiesDecember 2010 San Francisco CIO Executive Summit
  • 2. Fully Engaged – Getting the Most Out of SocialMedia• Using social media to address business needs – developing a focused strategy• Creating the right infrastructure – understanding available tools and applications• Driving cultural change in management – effectively integrating social media in the business• Gauging effectiveness – hard and soft measurements2 Global Marketing
  • 3. Honoured, BUTI’m just an IT“user”…so I am alsointimidated ! Global Marketing
  • 4. Traditional IT:Build/support business ITinfrastructure Employeesystems safe & secure & functioning Global Marketing
  • 5. Rapid Pace of Change, Changing the Game, Source: PEW Internet Reports5 Global Marketing
  • 6. Did you know? 25% of the search results for the World’s Top 20 largest brands are links to user-generated content Companies that were deeply and broadly engaged in social media last year recognized an 18% growth in revenue. More business Those that did not saw a 6% decline Internet traffic goes to Facebook than to any other Facebook overtakes Google for Web website, Twitter users are more likely than Facebook traffic and secures the top ranking users to respond to brand globally with 570,000,000,000 page views Dell has >1 million recommendations from and 540,000,000 unique visitors. fans on Facebook friends. “… IT decision-makers trust user-Dell has 1.5M+ followers generated content (and each other) more Visitors to Facebookon Twitter and 3.5M+ and Twitter spend than they do vendor Web sites, tradeconnections on the more money on the magazines and editorial Web sites …”social web Web than otherSocial Media Users Aim to Influence Internet users,Others: 34 percent indicate they haveused social media as an outlet to share YouTube is the 2nd largest search engine in theand experience or complain about acompany, brand or product. world 6 Global Marketing
  • 7. IT Today: Quality of home based computing evolving at faster pace than enterprise computing Listen. Engage. Act Employees & Customers expect Easy-to-Use 24x7 connectivity at Work and Home Global MarketingSource: Morgan Stanley, Mary Meeker Annual Tech report
  • 8. 2006smart filterblogsstreaming mediaDell IT enabledexperiments Global Marketing
  • 9. May 2008 June 2009 February 2006 December 2006 October 2007 Dell Outlet Achieves Global Twitter Michael Dell Asks Ratings and Reviews Michael Dell quote in Business Week $0.5M in Sales via Twitter Jeff Jarvis story quote, “These conversations are Community team active on Twitter Revenues of $6.5 M Why don’t we reach out and help on Community across the social bloggers with tech support issues? going to occur whether you like it or not. Do you want to be part of that or not? My argument is you Small Business web =3.5 million direct absolutely do. You can learn from them. You can blog launched customer connections improve your reaction time. And you can be a better company by listening and being involved in that conversation.” August 2006 Blog Outreach Expands Beyond Tech Support June 2009 Engagement with anyone who March 2008 February 2007 $2M+ Sales via Twitter2006 commented about the company. Business model and other issues IdeaStorm Launched 2008 Accepted Solutions Dell outlet on Twitter surpasses considered. launched on Community $2 million in sales with another A voting based site allowing customers Dell France begins Online $1 million dollars in sales at March 2010 and others to submit ideas for Dell. Community Outreach China Micro- Blogging July 2006 2007 2009 2009 Direct2Dell Launched April 2008 Dell TechCenter June 2007 Inside IT Launched A Collaborative Today Direct2Dell exists in Dell joins Twitter Community for English, Spanish, Norwegian, Japanese and Chinese. Why don’t we reach out Blog focused on business customers, and Cloud Datacenter pros 2010 and help bloggers with January 2008 Computing. January 2009 grows by 400% tech support issues? Dell Aligns Dell Organizes in to Organization 4 customer focused Dell Launches for Success business units EmployeeStorm Internal Blogs Launched for Employees. June 2008 December 2009 Channel Blog Huffington Post Blog Dell’s VP of Social Media andMarch 2006 Launched Community, Manish Mehta, begins January 2007 February 2008 blogging at Huffington PostCommunity Outreach Team Formed StudioDell LaunchedTeam begins by just listening and monitoring Dell’s video and podcast site, Twitter Expandedconversations to see what’s being said. The tech Start experimenting with Twitter with helpful tips and tricks. November 2007 for business– another venue to Spring 2009support experts are hand-selected for their tech Eventually expanding this intoproblem-solving expertise and superior help customers, but also thanking Some Members of Community and the YouTube channel making DellShares Launched Dell customers. Outreach leads Conversations deployed within eachinterpersonal skills. sharing easier. The first investor relations blog by a public company. to some Twitters asking for help of the new Dell Business units on purchases. 9 Global Marketing
  • 10. Customers inneed arecriticalopportunitiesSocial Mediagives themvoice & youopportunities Global Marketing
  • 11. Fans: B2C or B2B Its all about Business and People Special Thanks to BlaM4C and Marshalus & more than 4000 customers Global Marketing
  • 12. The world around us is changing Control is not as successful as influence companies that embrace this the fastest will win • Disintermediation between the customer and the expert is happening already • Users spending more time across the web engaging – beyond company’s website • Customers trust their peers more than anyone else • Traditional methods are not scaling; Does Social Media?12 Global Marketing
  • 13. Conversations are happening …whether you are listening or not13 Global Marketing
  • 14. Listen, Learn and Engage IT Partnership to Facilitate Access, Applications14 Global Marketing
  • 15. A powerful ecosystem External Communities Our Communities Team Members15 Confidential Global Marketing
  • 16. New opportunities Direct Quality Interaction: No tricks or gimmicks connections with customers Relationship Marketing:Link Online:Behavioral Targeting and Deal Posting16 Global Marketing
  • 17. Leverage social media to drive various business functionsProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Customer Service Communication Sales • Rich Media• Collaboration • Listening • Brand Reputation• Thought Leadership • Support Widgets • Influence• Blogs • Outreach • Reputation 17 Global Marketing
  • 18. MeanwhileBack at the Office Global Marketing
  • 19. Internal collaboration & communication is social too19 Global Marketing
  • 20. Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  • 21. becomessocial Global Marketing
  • 22. Aggregation ofWeb Content,Rich Media Global Marketing
  • 23. Where is the ROI of Social Media23 Global Marketing
  • 24. Views & Community size, clicks toMyriad of Connections Metrics Revenue Lower cost, faster hires Issue tracking, Sentiment, Share of voice Global Marketing
  • 25. • Where customers are • Primary social media focus• Do they like/love you? • Sentiment• What are they saying • Listen, learn and improve business• They recommend you • Your fans deserve appreciation• Share links with friends • Advocates deserve attention too• Rating & Reviews • Inform your products• Publicly complaining • Showing you care about customer• Going to your website • Purchase or deeper interest The Savvy IT Department Brings Value Identify business objectives Understand the Web and Data analytics Choose the metrics to measure Help Collect the data 25 & Evolve Global Marketing
  • 26. ROI Evolution: putting together the pieces Application, build-out, scaling Innovation Relationship value Ultimate challenge: value of Cost Savings Awareness relationships, networks and connections Conversion Consideration26 Global Marketing
  • 27. Analysts are saying… “Organizations are increasingly relying on external resources to help align IT capabilities with IT needs.” “Companies of all types are struggling with “Dynamics of the IT infrastructure and datacenter market [are increasing infrastructure changing], including the need for more secure, flexible and cost- demands and changing effective delivery of IT services.” business practices while often being constrained by smaller IT budgets.” “CIOs and IT leaders have realized that ‘business as usual’ is no longer applicable, and they must deliver changes to stay competitive.”27
  • 28. Getting There Improve Continuously Invest Strategically: Social Media is an Opportunity Enable the Efficient Enterprise28 Global Marketing
  • 29. Three steps to unlockingenterprise efficiency. STANDARDIZE SIMPLIFY AUTOMATE + Achieve uniformity + Eliminate. Unify. + Boost productivity + Reduce number of + Consolidate + Reduce manual moving parts + Virtualization interaction + Slash costs + Reduce touch points + Manage growth + Shrink risk STRATEGIZE PLAN IMPLEMENT MANAGE MONITOR ITIL GOVERNANCE / SERVICES-ENABLED29 Global Marketing
  • 30. Invest Efficiency Savings Strategically:Social Media • Relationship Marketing • Customer Connections • Innovative Communities • Collaboration • Collaborative Selling30 Global Marketing
  • 31. Summary• Build efficient enterprise• Invest in social media• Enhance your brand• Engage your customers• Develop active communities• Improve continuously through feedback loops31 Global Marketing
  • 32. Business and PeoplePeople areempowered.Technology enables.Humanity rules. Global Marketing
  • 33. I’m just an IT “user.”My ask:Please make it Listen. Engage. Act- Easy- Keep me connected- Sharing, inside & out- Across all platforms- Wherever I am33 Global Marketing
  • 34. Connecting Around the Web Global Marketing
  • 35. Thank You