Keynote from Social Business Forum 2011

Paving the way to SocialBusinessBill Johnston - @BillJohnstonDirector of Global Online Community

The Simple Truth:Business is inherently social. Global Marketing

Revolution a fundamental change in power or organizational structures that takes place in a relatively short period of time & Evolution the change over time in one or more inherited traits found in populations of organisms Organizations that can embrace the social media revolution and evolve based on social business principles will grow and thrive.3 Online Community Strategy & Planning Global Marketing

Participation in social media at critical mass4 Confidential Global Marketing

Social Media: Describes a large spectrum of tools and activities. Online Community: Intention to foster a network of relationships around common interests, over time.5 Confidential Global Marketing

Mass Social MediaHolistic Approach = MarketNetworks of Value External External Community Community Community External External Community Hosted Community Communities Support Mastery & Use Affinity Ideation External Extranets Internal Experts Internal Networks / Workgroups Enterprise Global Marketing Collaboration

Dell’s Social Journey Online Community Strategy &7 Global Marketing Planning

Five years of experiments and experience Global Marketing

Social Media & Community Team (SMaC)Goal: Embed Social Mediainto the fabric of thecompany.• Centralized Team (Hub & Spoke) SMaC• Range of social disciplines• Strategic advisors• Governance• Operations for key infrastructure• Training9 Confidential Global Marketing

Listening: The Heart of our SocialStrategyA critical first step, a social “trojanhorse”, and the social radio for all. 10 Confidential Global Marketing 3/21/

Social Media & CommunityUniversity:Employees = Social Rock Stars Principles Policy Governance Training, Certification & Tools Global Marketing

SMaC Talk Unconferences: Social Media Live!12 Confidential Global Marketing

Market Social Media & Community External External Community Toolset: Community Centralized Community Platform, External Community Hosted External Community Distributed Communities Support Mastery & Use Participation Affinity Ideation External Advocates Internal Internal Networks / Workgroups Collaboration13 Online Community Strategy & Planning Enterprise Global Marketing

Online CommunitiesCentralized platform,distributed engagement.• Telligent Platform Features – Forums – Blogs – Wikis – Networking• Key Programs for Community – Listening – Management & Moderation – Advocacy – Reputation Management14 Confidential Global Marketing

IdeaStormEvolving from the “SocialSuggestion Box”• Better alignment w/ PG planning• Idea Partner program• Storm Sessions – Time bound, topic-specific ideation sessions• Storm Projects & Challenges (Future State) – Sequential Storm Sessions planned for a design cycle – Ex: Develop the “Sustainable Laptop”15 Confidential Global Marketing

Internal CollaborationMyriad tools to support internalcollaboration.• Chatter• EmployeeStorm• Internal Communities w/ Telligent Enterprise16 Confidential Global Marketing

Going Global Partnership with segments Centralized governance Outreach via training & Unconferences Social Media Listening to help size the need17 Confidential Global Marketing

ROI = A Mosaic of Value18 Confidential Global Marketing

Social Media is valuable across the entire customer lifecycle. • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers Awareness engaged, provides solutions and improves loyalty. Research and CLV (loyalty) Dell.com Consideration • Insight: Established causality Insight: Social media based Our External• between social media activity Communities Communities support improves sentiment and purchase and reduces operating expenses • Insight: Social Media provides high Business Value and Demand / Lead contributes to demand gen lift Support Gen and Sales 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 Revenue Global Marketing

Planning for SocialMedia & CommunityEngagementIt’s about pragmaticapproaches.Smart businessfundamentals never change. Global Marketing

1. Secure Exec Support & Establish Governance22 Confidential Global Marketing

2. Your Blogs Independent CommunitiesCommunity livesin many places. Independent Mass Social MediaEngagement Blogs Blogs (Facebook, You Tube,changes, intention Discussion Groups LinkedIn…)doesn’t. Community “Portal” Local User Groups Corporate Local User Site Groups Idea Generation Local User GroupsOnline Community Building Global Marketing

Business 3. Balance goals • Intention vs. Customer • Value Needs • Risks • Staffing / Overhead • Leadership / Culture change Customer • Where are they currently • Perceptions of brand • Needs / Expectations24 Confidential Global Marketing

4. Prioritize based on opportunity25 Online Community Strategy & Planning Global Marketing

Engagement Planning 5. Community • Content, Content, Content Engagement is (did I mention content?) Oxygen • Engagement Calendar • Active Community Management • Regular Communication • Acknowledge Contributions “Sorry it took so long for me to • Feature Members vote on this one. I havent been on here much lately. This site had so much • Reputation Management potential but Dell doesnt seem to want to support it properly. I feel bad for the • Incentives mods who put a lot of effort into the site.” Cy Jervis (jervis961)26 Confidential 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. Image courtesy of27 Online Community Strategy & Planning Global Marketing http://www.flickr.com/photos/michaelholden

Thank You!Recommended Resources Contact Info• “The Power of Pull” – Hagel • Bill_Johnston@Dell.com & Brown • @BillJohnston• “Connected” – Christakis & • http://www.BillJohnston.net Fowler• “Engage” (2nd Ed.) – Brian Solis• #TheCR, #octribe, #cmtychat tags28 Confidential Global Marketing

END29 Confidential

Global reach magnifies the challenge & opportunity 85 Countries ~15k conversations / day Global Marketing30

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Keynote from Social Business Forum 2011

by Bill Johnston on Jun 08, 2011

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