Building Sustained Community Engagement

From Campaigns toCommunity: Building SustainedCommunity EngagementBill Johnston - @BillJohnstonDirector of Global Online Community

Trade was initially tied to dialogue, community and relationships.2 Online Community Strategy & Planning Global Marketing

The Industrial Revolution ushered in the age of “mass”3 Online Community Strategy & Planning Global Marketing

the age of mass: production markets communication4 Online Community Strategy & Planning Global Marketing

Any color. As long as its black.5 Online Community Strategy & Planning Global Marketing

But as the wedge grew, things got… well, weird.6 Online Community Strategy & Planning Global Marketing

“Mass” begat “same” and “consumer”7 Online Community Strategy & Planning Global Marketing

Image courtesy of8 Online Community Strategy & Planning Global Marketing http://www.flickr.com/photos/michaelholden

Dec 2000: 360 Million June 2010: 2 Billion 444% growth! ~1/3 global population online9 Online Community Strategy & Planning Global Marketing

Social Media describes a large spectrum of tools and activities Online Community is a discrete portion of that spectrum10 Confidential Global Marketing

Participation in social media at critical mass11 Confidential Global Marketing

Dell’s Social Journey Online Community Strategy &12 Global Marketing Planning

Five years of experiments and experience Global Marketing

Social Media can be useful everywhere across theentire customer lifecycle. • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. Dell.com • Insight: Established causality• Insight: Social media based Our External between social media activity Communities Communities support improves sentiment and purchase and correlates with higher revenue • Insight: Social Media provides high Business Value and contributes to demand gen vehicle Global Marketing

Listen. Engage. Act.15 Online Community Strategy & Planning Global Marketing

Building the Internal Community Your Employees = Your Social Rock Stars16 Confidential Global Marketing

Articulate External Communities External Community External Communitya Vision:Vibrant Customer Communities Customercommunities External Communities External Community Communityinside & out Promoters & Promoter & VIP VIPs Communities-InternalCommunities of Internal Experts drive communityPractice Communities of Dell Community engagement. Practice of Practice-Exclusive Promoter& VIP Communities Community Management & Moderation Community-Segment-based Platform & Community PlatformCustomer OperationsCommunities-Priority “Outpost” Insights, SCRM & SocialCommunities Measurement & e-commerce Analytics & Insight Profile Social Data 17 Confidential Global Marketing

Social Media &Community University Principles Policy Governance Training, Certification & Tools Global Marketing

SMaC Talk Unconferences: Social Media Live!19 Confidential Global Marketing

Listening: a critical first step. 20 Confidential Global Marketing 3/21/

The SocialRadio:Inform and DriveEvery Part of theBusiness - for AllEmployees21 Global Marketing

Planning forCommunityEngagementIt’s about pragmaticapproaches.Smart businessfundamentals neverchange. Global Marketing

Blogs Independent Communities Mass Social Independent Media Blogs (Facebook, Blogs You Tube, Discussion Groups LinkedIn…) Community “Portal” Local User Groups Corporate Local User Site Groups Idea Generation Local User GroupsOnline Community Building Global Marketing

Example: 3 types of engagement Support Affinity Ideas24 Online Community Strategy & Planning Global Marketing

Discuss Goals 2. Articulate • Intention your business • Value goals • Risks • Staffing / Overhead • Leadership / Culture change Process • Stakeholder Interviews • Working Sessions • Synthesis25 Online Community Strategy & Planning Global Marketing

Research 3. Customer • Surveys Needs: Research & • Interviews Listen • Online discussions Member Needs • Expectations of you (the host) • Role & Facilitation • Content & Features • On domain or ecosystem • Member types • Desired culture • Activities & contributions26 Online Community Strategy & Planning Global Marketing

4. Prioritize based on opportunity27 Online Community Strategy & Planning Global Marketing

Social EcosystemSocial Ecosystem Research Outputs• Discovery, either via your listening • Influencers platform, or • Existing communities• Online tools like Google Blog Search, Twitter, Delicious ,etc • Key blogs• Looking for: • Active groups – Company and product brands – Issues & topics – Execs & Employees – Existing user & affinity groups• http://bit.ly/ocb2beco28 Confidential Global Marketing

5. Community Engagement is Oxygen29 Online Community Strategy & Planning Global Marketing

EngagementEngagement Tactics• Content, Content, Content (did I mention content?)• Engagement Calendar• Active Community Management• Regular Communication• Acknowledge Contributions• Feature Members• Incentives• Reputation30 Confidential Global Marketing

ROI = A Mosaic of Value31 Confidential Global Marketing

Considering ROI• Value has to be expressed in Value can be: the context of your • Direct Sales organization. • Indirect (Relationship) Sales Support• Value will be multi- • Cost Reduction dimensional. • Influence on Purchase• There in no single silver • Increased Attention by Customers / Prospects bullet number. ( & no • Increased Loyalty shortcuts) • Increased Presence • Content Creation • Customer / Market Insight • Impacts to CSR / Sustainability Initiatives • Cost of NOT Participating Global Marketing

Social Media ROI:Popular assertions/beliefs vs. Dell findings to date:Popular notions about Social Our FindingsMediaWorks only for Consumer Impacts each of the Dell Businesses: Consumer, Public, SMB, LE and ServicesRelevant only for “top of the funnel” – good for Impacts every part of the marketing funnel.brand awareness, not effective at acquisition Being harnessed for lead gen and driving conversionCannot impact Brand building Social listening, support and research content establishes brand credibility. Can be measured (Social Net Advocacy)Social Media ROI cannot be measured as a Run-the-business metrics can be applied onbusiness metric – is more like PR – can “assist”, Social Media and integrated into businessbut cannot be tied to revenue operations. Has been tied to Consideration and RevenueFacebook is not as effective as email in driving Facebook pages are effective for doingretention / repeat visits business Global Marketing

A new era of business is dawning, powered by the social web. Participation in the social web is at critical mass. With planning, your “network of relationships” can be one of your most valuable business assets.34 Confidential Global Marketing

Thank You!Recommended Resources Contact Info• “The Power of Pull” – Hagel • Bill_Johnston@Dell.com & Brown • @BillJohnston• “Connected” – Christakis & • http://www.BillJohnston.net Fowler• “Web Reputation Systems” – Farmer, Glass• “Spend Shift” – Gerzema• #TheCR, #octribe, #cmtychat tags35 Confidential Global Marketing

END36 Confidential

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Building Sustained Community Engagement

by Bill Johnston on Apr 25, 2011

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Building Sustained Community Engagement — Presentation Transcript