Social Media: 5 things in 10 minutes
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Social Media: 5 things in 10 minutes

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5 key lessons learned about social media. Created for Mary Furlong's Client Breakfast after the Boomer Summit

5 key lessons learned about social media. Created for Mary Furlong's Client Breakfast after the Boomer Summit

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  • 1:00 PMFrom Campaigns to Community: Building Sustained EngagementBill JohnstonDirector of Global Community, DellRoom: D135Important note: The eMarketing Summit Special Event @ InnoTech requires separate registration & paymentMany organizations are struggling to move their social media programs from the tactical to the strategic. Bill Johnston will share strategies and lessons learned from Dell’s social media journey, including how to manage a comprehensive social presence, keeping internal and external community members engaged and thoughts on social media ROI.
  • Value can be: Direct SalesIndirect (Relationship) Sales Support Cost Reduction Influence on Purchase Increased Attention by Customers / Prospects Increased Loyalty Increased PresenceContent CreationCustomer / Market InsightImpacts to CSR / Sustainability InitiativesCost of NOT Participating
  • 4 types of of vibrant communities* experts = secret weaponSits on top of platform and processes

Social Media: 5 things in 10 minutes Social Media: 5 things in 10 minutes Presentation Transcript

  • Evolving to a Social Organization: 5 Key Things in 10 Minutes 
    Bill Johnston - @BillJohnstonDirector of Global Online Community
  • Social Media describes a large spectrum of tools and activities
    2
    Confidential
    1. Lots of buzzwords, but the bottom line = relationships.
    Online Community is a discrete portion of that spectrum
  • 3
    Confidential
    2. Listening should be at the heart of your social strategy.
    3/21/2011
  • 3. Define guardrails, create guideposts and “roll” with training.
    Principles
    Policy
    Governance
    Training, Certification & Tools
  • 4. Prioritize engagements based on balance of your goals & customer need.
    5
    Online Community Strategy & Planning
  • 5. ROI = A Mosaic of Value.Valuehas to be expressed in the context of your organization.Value will be multi-dimensional.There in no single silver bullet number. ( & no shortcuts)
    6
    Confidential
  • 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.
    7
    Confidential
  • Thank You!
    Contact Info
    Bill_Johnston@Dell.com
    @BillJohnston
    http://www.BillJohnston.net
    Recommended Resources
    “The Power of Pull” – Hagel & Brown
    “Connected” – Christakis & Fowler
    “Web Reputation Systems” – Farmer, Glass
    “Spend Shift” – Gerzema
    #TheCR, #octribe, #cmtychat tags
    8
    Confidential
  • END
    9
    Confidential
  • External
    Community
    External
    Community
    Articulate a Vision: Vibrant communities inside & out-Internal Communities of Practice
    • Exclusive Promoter & VIP Communities
    • Segment-based Customer Communities
    • Priority “Outpost” Communities
    External Communities
    External
    Community
    External
    Community
    Customer Communities
    Promoter & VIP Communities
    Experts drive community engagement.
    Internal Communities of Practice
    Community Management & Moderation
    Community Platform & Operations
    Community Platform
    Insights, Measurement & Social Data
    Analytics & Insight
    e-commerce
    SCRM & Social Profile
    Confidential
    10