Social Organizations and Connected Communications

Socialize Your Organization:The Opportunity of ConnectedBusinesses and CommunicationsPRSA, Digital Impact Conference, NYC, April 3, 2012Richard Binhammer, Social Media & Community

This Is What Business Has Always Been About…Social bringsnew dynamics to continuing to grow the intersection Business Customer Value Value2 Making Business Better Global Marketing

Organizations: The Boss’ Another Equal or Colleague or The Boss Corporate a rational, efficient Corporate Competitor Competitor method of organization… Boss Assistant hierarchical authoritative & functional Direct Report, Direct Report, Direct Report specialization. Specialty A Specialty B Specialty C3 Global Marketing

Communications:Mass media in allformsPushing “news” &RecognitionLoud andEverywhere4 Global Marketing

Conversations are conversations not Business segments Where and how to find you Share with others how & why you have great products/services …………….and more5 Global Marketing Graphic thanks to @Gapingvoid

People Using the Web to Connect6 Global Marketing

It’s NOT a Fire Hose of Information;It IS an Avalanche 7 Global Marketing

Authority Exchange Community 8 Global Marketing

Five year Journey of Embedding Social to be a Better Business February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Why don’t we reach out and help reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top bloggers with tech support issues? going to occur whether you like it or not. Do you Dell.com want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellAugust 2006 January 2007 deployed within each launchesBlog outreach StudioDell launched of the new Dell B2B pages Facebookexpands beyond Dell’s video and podcast site, February 2008 Business units (Jun.)tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 9 Confidential launched Global Marketing

Listen, Learn, Engage & Act 5 years: 4000 posts per day to10 25,000 post per day Global Marketing

A Tool to be Leveraged Across the Fabric of aCompany: different functions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global

Governance12 Global Marketing

Best Practices and Coherence: Different Sites for Different Engagement and Results13 Global Marketing

Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing

Customer Connected Employeesare your company’s rock stars15 Global Marketing

Social Organizations and Business Think DifferentFROM: TO:• Mass Media • Individualized Information• Control and Push Messaging • Conversation, Connections, Stories• Institutions to distribute and • People and Relationships to connect connect and build• Issue Management • Rapid Response/Agility• Deadlines • Real Time • Facts and Feelings• Just the Facts • Powerful Networks• Powerful Media • Communities• Target Audiences • Listen and Collaborate• Announce/All answers • Leadership and Bottoms Up too• Top Down • Empowered Employees and subject• Corporate Spokesperson matter experts16 Confidential 4/3/2012 Global Marketing

The Social Business Communicator Connecting Directly – Beyond Relying on Traditional Media17 Global Marketing

CommunicationCounselorBeyondManagementtoEmpoweredEmployees18 Global Marketing

From News &EventstoStorytellingwith Meaning19 Global Marketing

BeyondPublicationand “Telling”toSharing andConnecting20 Global Marketing

Are Businesses Less Machine and more Networked Organism? Human Organizations Wholistic & Networked21 Global Marketing

Social Business is Less Sizzle and Show? TheHard Work of Getting it Done for Better BusinessBusiness 22 Global Marketing

Connected and Lit Up23 Confidential Global Marketing

Thank You

http://richardatdell.blogspot.com	299
http://richardbinhammer.blogspot.com	34
http://delinfosolution.com	28
http://richardatdell.blogspot.ca	24
http://richardatdell.blogspot.co.uk	17
http://richardatdell.blogspot.in	11
http://richardatdell.blogspot.de	8
http://richardatdell.blogspot.fr	6
http://richardatdell.blogspot.com.au	6
http://richardatdell.blogspot.co.il	5
http://richardatdell.blogspot.dk	4
http://richardbinhammer.blogspot.it	3
http://www.linkedin.com	3
http://us-w1.rockmelt.com	3
http://richardatdell.blogspot.ch	3
http://richardatdell.blogspot.com.br	3
http://richardatdell.blogspot.it	3
http://richardatdell.blogspot.mx	2
http://www.twylah.com	2
http://richardatdell.blogspot.nl	2
http://feeds.feedburner.com	2
http://richardatdell.blogspot.pt	2
http://richardatdell.blogspot.be	2
http://richardatdell.blogspot.fi	1
http://richardatdell.blogspot.jp	1
http://apps.synaptive.net	1
http://richardbinhammer.blogspot.ca	1
http://richardatdell.blogspot.com.ar	1
http://richardbinhammer.blogspot.tw	1
http://richardbinhammer.blogspot.in	1
http://richardatdell.blogspot.co.at	1
http://richardbinhammer.blogspot.com.br	1

Social Organizations and Connected Communications

by Richard Binhammer on Apr 03, 2012

Accessibility

Categories

Upload Details

Usage Rights

32 Embeds 481

Statistics

Social Organizations and Connected Communications Presentation Transcript