The Social Champion
Employee Activation

1

Social Media Service Group
Social Organizations and Businesses Think Different
FROM:
• Mass Media
• Control and Push Messaging
• Institutions to dist...
The Social Business...a journey back in time …
The Neighborhood Business

Great Business Fundamentals
• Think back 60+ years ago
• What made the neighborhood
businesses ...
The more things change, the more they stay the same.

Personal

Convenient

Listen;
Conversations

High Trust

Confidentia...
Business
grew and
succeeded
based on word
of mouth

and they still do
… more so with
the social Web
Global Marketing
A different
business
approach
to social
media

We need to build
one-to-one trust-based
relationships with
customers, partn...
It’s Neighborhood Business
Back to the Future

Social Media Services Group
Customers and
businesses are in
this together…

9
More than ever – a company’s
brand is influenced by what
consumers are saying about the
brand

An everyday
employee is 2x ...
The world of brand loyalty has changed

customer-initiated touchpoints between transactions, and the creation
of value bey...
Mass Social Media

Market
External
Community

External
Community

External
Community

Community
Hosted
Communities
Support...
How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee
who want...
Some
customers
are here…

14

Global Marketing
…more
are here

15

Social Media Services Group
….very few are
connected and
lit up Social
Businesses
Not just a campaign, but in harmony across
the fabric of a company
Product Development
• Feedback Loop
• Early Warning
• N...
Key Challenges
Leadership buy-in
Scaling beyond a dedicated team
Content, content, content
Building influence
Community st...
… employees are your
company’s rock stars
19
Amplification
is not
enough

Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Lin...
21

Image thanks to Hugh McLeod @Gapingvoid

Global Marketing
From News &
Events
to
Storytelling
with Meaning
22

Global Marketing
Beyond
Publication
and “Telling”

to
Sharing and
Connecting

23

Global Marketing
Image thanks to Hugh McLeod @Gapingvoid

Global Marketing
The Program’s
road needs to
be paved

Global Marketing
Building the
foundation

26

Global Marketing
Leadership
Support
“Engaging in honest, direct conversations
with customers and stakeholders is a part
of who we are, who ...
Establish
effective
governance,
policy and
strategy

28

Confidential

Global Marketing
Companies need to
guide team
members
participation in the
social media space
via education

29

Global Marketing
Stronger
platforms
empower

30

Global Marketing
Then what?
* Councils
* Communication
* Listening
* Events
* Internal Social Media
* Advanced Programs

31

Confidential

...
Measuring

32

Confidential

10/30/2013

Global Marketing
Let’s start
engaging…

33

Confidential

10/28/2013

Global Marketing
Eric Nystrom

Director, Social Media Services Grou
eric_nystrom@dell.com
Rishi Dave | Inside
@ericnystromsays Out
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The social champion

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The social champion

  1. 1. The Social Champion Employee Activation 1 Social Media Service Group
  2. 2. Social Organizations and Businesses Think Different FROM: • Mass Media • Control and Push Messaging • Institutions to distribute and connect • Issue Management • Deadlines • Just the Facts • Powerful Media • Target Audiences • Announce/All answers • Top Down • Corporate Spokesperson 2 Confidential 11/12/2012 TO: • Individualized Information • Conversation, Connections, Stories • People and Relationships to connect and build • Rapid Response/Agility • Real Time • Facts and Feelings • Powerful Networks • Communities • Listen and Collaborate • Leadership and Bottoms Up too • Empowered Employees and subject matter experts Global Marketing
  3. 3. The Social Business...a journey back in time …
  4. 4. The Neighborhood Business Great Business Fundamentals • Think back 60+ years ago • What made the neighborhood businesses thrive? • Think about your favorite family restaurant – local to where you lived and grew up • What practical and pragmatic approaches did they take to satisfy and build loyal customers? • Can we achieve the same customer intimacy and success today? Global Marketing
  5. 5. The more things change, the more they stay the same. Personal Convenient Listen; Conversations High Trust Confidential, Subject to Non-Disclosure Agreement Global Marketing
  6. 6. Business grew and succeeded based on word of mouth and they still do … more so with the social Web Global Marketing
  7. 7. A different business approach to social media We need to build one-to-one trust-based relationships with customers, partners and team members. 7 Confidential
  8. 8. It’s Neighborhood Business Back to the Future Social Media Services Group
  9. 9. Customers and businesses are in this together… 9
  10. 10. More than ever – a company’s brand is influenced by what consumers are saying about the brand An everyday employee is 2x more trusted vs. Chief Executive (Edelman Trust Barometer, ‘13) Confidential 90% trust recommendations from people they know. 70% trust consumer opinions posted online 14% trust advertising (Nielsen) How companies market, sell to and support their customers is changing… What roles do employees play this transformation? How do you activate employees?
  11. 11. The world of brand loyalty has changed customer-initiated touchpoints between transactions, and the creation of value beyond just product The traditional marketing funnel is being usurped by the loyalty loop. New paradigm: Social commerce The purchase decision is informed by ‘WOM” (friends, influencers) and brand loyalty. FRIENDS Old paradigm: e-commerce THIRD PARTY 11 Confidential, Subject to Non-Disclosure Agreement SMEs Article: How Top Brands Pull Customers into Orbit, Mark Bonchek, Harvard Business Review 2012
  12. 12. Mass Social Media Market External Community External Community External Community Community Hosted Communities Support External Community Mastery & Use Affinity Ideation External Topical Experts Extranets Internal Internal Networks / Workgroups Enterprise Global Marketing Collaboration
  13. 13. How companies organize for social media: • Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled • Dell & Best Buy’s Twelpforce are examples Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010 13 Confidential 10/28/2013 Global Marketing
  14. 14. Some customers are here… 14 Global Marketing
  15. 15. …more are here 15 Social Media Services Group
  16. 16. ….very few are connected and lit up Social Businesses
  17. 17. Not just a campaign, but in harmony across the fabric of a company Product Development • Feedback Loop • Early Warning • New Product Ideation Sales • Collaboration • Thought Leadership • Blogs Marketing • Demand Forecast • Lead Generation • Message Reach Online Presence • Ratings & Reviews • Communities • Customer Stories Communication Customer Service • Listening • Support Widgets • Outreach Confidential • • • • Rich Media Brand Reputation Influence Reputation
  18. 18. Key Challenges Leadership buy-in Scaling beyond a dedicated team Content, content, content Building influence Community strategies ROI
  19. 19. … employees are your company’s rock stars 19
  20. 20. Amplification is not enough Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx 20 Confidential Global Marketing
  21. 21. 21 Image thanks to Hugh McLeod @Gapingvoid Global Marketing
  22. 22. From News & Events to Storytelling with Meaning 22 Global Marketing
  23. 23. Beyond Publication and “Telling” to Sharing and Connecting 23 Global Marketing
  24. 24. Image thanks to Hugh McLeod @Gapingvoid Global Marketing
  25. 25. The Program’s road needs to be paved Global Marketing
  26. 26. Building the foundation 26 Global Marketing
  27. 27. Leadership Support “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” –Michael Dell 27 Social Media Services
  28. 28. Establish effective governance, policy and strategy 28 Confidential Global Marketing
  29. 29. Companies need to guide team members participation in the social media space via education 29 Global Marketing
  30. 30. Stronger platforms empower 30 Global Marketing
  31. 31. Then what? * Councils * Communication * Listening * Events * Internal Social Media * Advanced Programs 31 Confidential Global Marketing
  32. 32. Measuring 32 Confidential 10/30/2013 Global Marketing
  33. 33. Let’s start engaging… 33 Confidential 10/28/2013 Global Marketing
  34. 34. Eric Nystrom Director, Social Media Services Grou eric_nystrom@dell.com Rishi Dave | Inside @ericnystromsays Out

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