Social Capital: The Value of the Social Network - SXSWi 2011


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Business social capital measurement and impact from Dell's point of view as delivered by Richard Margetic, Dell's Director of Global Social Media

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Social Capital: The Value of the Social Network - SXSWi 2011

  1. Social Capital<br />SXSWi March 14, 2010<br />Richard Margetic<br />Director, Director Global Social Media <br />October 6, 2010<br />
  2. Progress<br />
  3. New technology forces change<br />
  4. Social Capital:Individual<br />
  5. Social Graph<br />Detractor<br />Advocate<br />Interest Graph<br />Fortune 50 CEOs<br />
  6. Social Capital:Company<br />
  7. SocialAcrossDomains<br /><br />Owned Communities<br />External Communities<br />Confidential<br />7<br />
  8. Social Presence Map<br />8<br />
  9. Credibility<br />Company’s Credibility = Social Trustworthiness <br />
  10. Reputation<br />Company’s Reputation= Social Evaluation <br />
  11. Social Capital and Business Impact<br />
  12. Social Impact Across the Company<br />Product <br />Group<br />Ideation 5 Star Reviews Staff Reviews Expertise Early Warning Field Incidents <br />QUALITY<br />Awareness Message Reach Product Buzz Trusted Expertise Demand Leads<br />DEMAND<br />Marketing<br />Services <br />Solutions<br />CREDIBILITY<br />Awareness Message Reach Thought Leadership Blogs Customer Stories<br />CONVERSION<br />Online<br />Rating & Reviews Sharing Syndication Community Answers Co-Browsing<br />Sales<br />CLOSE RATE<br />Blogs Thought Leadership Customer Stories Co-Browsing Collaboration <br />Customer<br />Service<br />RESOLUTION<br />Listening Outreach Support Widgets Command Center @DellCares Advocacy<br />Comms<br />PR & HR<br />REPUTATION<br />Influencers Blogs Rich Media Outreach Thought Leadership Corporate Reputation<br />
  13. Ripple Management<br />
  14. Social MediaListening Command Center<br />
  15. Dell Conversations and Reach<br />Average daily twitter reach > daily circulation for the top 12 US daily news papers combined, including<br />WSJ, NYT, USA Today. LA Times, Washington Post.. <br />
  16. Measuring Social Capital<br />
  17. Social Capital and Marketing<br />
  18. Social changes the playing field<br />
  19. Experts will become our best Marketers (inside & out)<br />19<br />
  20. Before and After Social<br />Companies must invest in building social capital and connect with individual’s social capital<br />
  21. the change is accelerating <br />