Embracing & Sustaining Your Community Ecosystem

Embracing & Sustaining YourCommunity EcosystemBill Johnston - @BillJohnstonDirector of Global Online Community

ecosystem2 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.3 Confidential Global Marketing

Mass Social Media Market External External Community Community Community External External Community Hosted Community Communities Support Mastery & Use Affinity Ideation External ExtranetsTopicalExperts Internal Internal Networks / Workgroups Enterprise Global Marketing Collaboration

Dell’s Social Journey Online Community Strategy &5 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• Training7 Confidential Global Marketing

Listening: The Heart of our SocialStrategyA critical first step, a social “trojanhorse”, and the social radio for all. 8 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!10 Confidential Global Marketing

Community Planning 1. Business Goals 2. Customer Needs 3. Social Ecosystem 4. Prioritize Social Presence 5. Metrics 6. Governance11 Confidential Global Marketing

Discuss Goals 1. Define your • Intention business goals • Value • Risks • Staffing / Overhead • Leadership / Culture change Process • Stakeholder Interviews • Working Sessions • Synthesis12 Online Community Strategy & Planning Global Marketing

Research 2. 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 & contributions13 Online Community Strategy & Planning Global Marketing

Outputs 3. Social Ecosystem • Influencers Audit & Listening • Existing communities • Key blogsSocial Ecosystem Research • Active groups• Discovery, either via your listening platform, or• Online tools like Google Blog Search, Twitter, Delicious ,etc• Looking for: – Company and product brands – Issues & topics – Execs & Employees – Existing user & affinity groups• http://bit.ly/ocb2beco14 Confidential Global Marketing

4. Prioritize based on opportunity15 Online Community Strategy & Planning Global Marketing

• Business Value (examples)5. Community – Brand: Net promoter score,Metrics sentiment, satisfaction, advocacy – Support: Questions, answers, time to answer, % answered by you, views of answered content – Content: Content created, views of content, comments – Web Traffic: Pageviews, uniques, referrers, domains – Innovation: ideas • Community Health – Velocity of Change: Registrations, content creation, content consumption – Population Segmentation: 90/9/1 – Creators: posts, answers, comments, – Watchers: views, page depth, time on site, bounce rate 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. (no shortcuts) • Increased Loyalty • Increased Presence • Content Creation • Customer / Market Insight • Impacts to CSR / Sustainability Initiatives • Cost of NOT Participating Global Marketing

6. Establish Governance18 Confidential Global Marketing

Programs 1. Engagement 2. Community Management & Moderation 3. Advocacy19 Online Community Strategy & Planning Global Marketing

Engagement Planning Community • Content, Content, Content Engagement: (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)20 Confidential Global Marketing

EngagementEngagement Tactics• Content, Content, Content (did I mention content?)• Activity Calendar• Active Community Management• Regular Communication• Acknowledge Contributions• Feature Members• Incentives• Reputation21 Confidential Global Marketing

CommunityManagement &Moderation(hint: not thesame thing) Global Marketing

Planning Framework: Management & ModerationKey Roles Management & moderation• Community Manager • Staff for 24x7 coverage M-F / – Host ~ ½ time on weekends – Guide • Coverage needs will depend – Conversation Starter on: – Cultural Model • Platform(s) – Cheerleader • Features – Ombudsman • Volume of content• Moderator • Configure anti-spam / smut – Authority capabilities – Security • Add features to allow – TOS Enforcement members to flag content23 Confidential Global Marketing

Management & Moderation • Terms of Use & Guidelines – TOS to satisfy Legal – Guidelines to shape community culture • Guidelines – Add link in registration – Persistent location: Consider footer or right sash – Manage to them • Moderation – Separate moderation from facilitation and engagement – Have one “moderator” account just for rules and enforcement – Have a visible and persistent means to allow members to flag and escalate questionable content – Remove content that violates guidelines – Set policy and threshold for timeouts and banning members – Create escalation paths for content that challenges HSG principals Global Marketing

Advocates~1% will drive 90% content& engagement Global Marketing

Advocacy Program & Benefits FrameworkProgram Benefits• Identity • Logo / Badge• Definition of Benefits • Annual Gift• Program Guidelines • Dedicated Program Manager• Annual Scoring & Renewal • Enhanced Privelages• NDA • Enhanced Access to Dell / Dell Information • Quarterly Councils • Private Forums • Event Participation Global Marketing

Building the Internal Community * Councils * Communication * Listening * Events * Internal Social Media * Training27 Confidential Global Marketing

Internal Community & Communications• Councils – SMaC Council – Community Leadership Council• Communications – Weekly SMaC Digest• Listening to Accelerate Adoption – R6 Content to many employees28 Confidential Global Marketing

Internal Social Media & Collaboration• Blogs• Chatter• EmployeeStorm• Sharepoint29 Confidential Global Marketing

Training & Events• SMaC University – Over 10 training modules – Community, Facebook, Twitter, etc• SMaC Talk Unconferences – Open Space – Global (Austin, London, Xiamen) – 150-400 employees at each – Social media reach of over 100k30 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 Collaboration31 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 Management32 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”33 Confidential Global Marketing

Internal CollaborationMyriad tools to support internalcollaboration.• Chatter• EmployeeStorm• Internal Communities w/ Telligent Enterprise34 Confidential Global Marketing

ROI = A Mosaic of Value35 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 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 reduces operating expenses • Insight: Social Media provides high Business Value and contributes to demand gen lift 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

Your Customer Community is part of a powerful & valuable social ecosystem. Are you enabling or ignoring it?38 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• “Engage” (2nd Ed.) – Brian Solis• #TheCR, #octribe, #cmtychat tags39 Confidential Global Marketing

END40 Confidential

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Embracing & Sustaining Your Community Ecosystem

by Dell Social Media on Sep 02, 2011

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Embracing & Sustaining Your Community Ecosystem — Presentation Transcript