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

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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

    1. 1. Evolving to a Social Organization: 5 Key Things in 10 Minutes <br />Bill Johnston - @BillJohnstonDirector of Global Online Community<br />
    2. 2. Social Media describes a large spectrum of tools and activities<br />2<br />Confidential<br />1. Lots of buzzwords, but the bottom line = relationships.<br />Online Community is a discrete portion of that spectrum<br />
    3. 3. 3<br />Confidential<br />2. Listening should be at the heart of your social strategy.<br />3/21/2011<br />
    4. 4. 3. Define guardrails, create guideposts and “roll” with training.<br />Principles <br />Policy <br />Governance <br />Training, Certification & Tools<br />
    5. 5. 4. Prioritize engagements based on balance of your goals & customer need.<br />5<br />Online Community Strategy & Planning<br />
    6. 6. 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)<br />6<br />Confidential<br />
    7. 7. 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.<br />7<br />Confidential<br />
    8. 8. Thank You!<br />Contact Info<br /><br />@BillJohnston<br /><br />Recommended Resources<br />“The Power of Pull” – Hagel & Brown<br />“Connected” – Christakis & Fowler<br />“Web Reputation Systems” – Farmer, Glass<br />“Spend Shift” – Gerzema<br />#TheCR, #octribe, #cmtychat tags<br />8<br />Confidential<br />
    9. 9. END<br />9<br />Confidential<br />
    10. 10. External <br />Community<br />External <br />Community<br />Articulate a Vision: Vibrant communities inside & out-Internal Communities of Practice<br /><ul><li>Exclusive Promoter & VIP Communities
    11. 11. Segment-based Customer Communities
    12. 12. Priority “Outpost” Communities </li></ul>External Communities<br />External <br />Community<br />External <br />Community<br />Customer Communities<br />Promoter & VIP Communities<br />Experts drive community engagement.<br />Internal Communities of Practice<br />Community Management & Moderation<br />Community Platform & Operations<br />Community Platform<br />Insights, Measurement & Social Data<br />Analytics & Insight<br />e-commerce<br />SCRM & Social Profile<br />Confidential<br />10<br />
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