Embracing & Sustaining Your Community Ecosystem


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Bill Johnston - @BillJohnston Director of Global Online Community. Presentation at Dreamforce 2011

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  • Photo credit: http://i.treehugger.com/images/2007/10/24/AmazonRiver.jpgComplexDependenciesAll the organisms form a communityExternalitiesGenerative
  • Connecting your networksManaging relationships and knowledgeAn incredible assett
  • August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  • “be a social organization not an organization using social media” http://www.flickr.com/photos/jeremiah_owyang/5161450382/sizes/l/in/photostream/
  • http://www.onlinecommunityreport.com/2010/01/back-to-basics-want-to-know-what-community-members-need-just-ask/
  • Site is 4 y/o – needs a refreshConsulting w/ community Actively engaged
  • Photo cred: Bill Johnston (me)
  • Value has to be expressed in the context of your organization.Value will be multi-dimensional.There in no single silver bullet number. ( & no shortcuts)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
  • Photo credit: http://i.treehugger.com/images/2007/10/24/AmazonRiver.jpg
  • Embracing & Sustaining Your Community Ecosystem

    1. 1. Embracing & Sustaining YourCommunity EcosystemBill Johnston - @BillJohnstonDirector of Global Online Community
    2. 2. ecosystem2 Confidential Global Marketing
    3. 3. 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
    4. 4. 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
    5. 5. Dell’s Social Journey Online Community Strategy &5 Global Marketing Planning
    6. 6. Five years of experiments and experience Global Marketing
    7. 7. 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
    8. 8. Listening: The Heart of our SocialStrategyA critical first step, a social “trojanhorse”, and the social radio for all. 8 Confidential Global Marketing 3/21/
    9. 9. Social Media & CommunityUniversity:Employees = Social Rock Stars Principles Policy Governance Training, Certification & Tools Global Marketing
    10. 10. SMaC Talk Unconferences: Social Media Live!10 Confidential Global Marketing
    11. 11. Community Planning 1. Business Goals 2. Customer Needs 3. Social Ecosystem 4. Prioritize Social Presence 5. Metrics 6. Governance11 Confidential Global Marketing
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. 4. Prioritize based on opportunity15 Online Community Strategy & Planning Global Marketing
    16. 16. • 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
    17. 17. 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
    18. 18. 6. Establish Governance18 Confidential Global Marketing
    19. 19. Programs 1. Engagement 2. Community Management & Moderation 3. Advocacy19 Online Community Strategy & Planning Global Marketing
    20. 20. 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
    21. 21. 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
    22. 22. CommunityManagement &Moderation(hint: not thesame thing) Global Marketing
    23. 23. 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
    24. 24. 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
    25. 25. Advocates~1% will drive 90% content& engagement Global Marketing
    26. 26. 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
    27. 27. Building the Internal Community * Councils * Communication * Listening * Events * Internal Social Media * Training27 Confidential Global Marketing
    28. 28. 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
    29. 29. Internal Social Media & Collaboration• Blogs• Chatter• EmployeeStorm• Sharepoint29 Confidential Global Marketing
    30. 30. 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
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Internal CollaborationMyriad tools to support internalcollaboration.• Chatter• EmployeeStorm• Internal Communities w/ Telligent Enterprise34 Confidential Global Marketing
    35. 35. ROI = A Mosaic of Value35 Confidential Global Marketing
    36. 36. 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
    37. 37. 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
    38. 38. Your Customer Community is part of a powerful & valuable social ecosystem. Are you enabling or ignoring it?38 Confidential Global Marketing
    39. 39. 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
    40. 40. END40 Confidential
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