Community conference 2011 - Dell, Bill Johnston

Creating Sustainable ValueThrough Social MediaBill Johnston - @BillJohnstonDirector of Global Online Community

Trade was initially tied to dialogue, community and relationships.2 Online Community Strategy & Planning Global Marketing

The Industrial Revolution ushered in the age of “mass”3 Online Community Strategy & Planning Global Marketing

the age of mass: production markets communication4 Online Community Strategy & Planning Global Marketing

But as the gap grew, things got… well, weird.5 Online Community Strategy & Planning Global Marketing

“Mass” begat “same” and “consumer”6 Online Community Strategy & Planning Global Marketing

Dec 2000: 360 Million June 2010: 2 Billion 444% growth! ~1/3 global population online7 Online Community Strategy & Planning Global Marketing

Participation in social media at critical mass8 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.9 Confidential Global Marketing

Dell’s Social Journey Online Community Strategy &10 Global Marketing Planning

Five years of experiments and experience 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 Awareness engaged, provides solutions and improves loyalty. Research and CLV (loyalty) Dell.com Consideration •  Insight: Established causality Our External between social media activity and•  Insight: Social media based Communities Communities support improves sentiment purchase and reduces operating expenses •  Insight: Social Media provides high Business Value and contributes to Demand / Lead demand gen lift Support Gen and Sales Global Marketing

Listening: The Heart of our SocialStrategyA critical first step, a social “trojanhorse”, and the social radio for all. 13 Confidential Global Marketing 10/0 5/11

Social Media & CommunityUniversity:Employees = Social Rock Stars Principles Policy Governance Training, Certification & Tools Global Marketing

SMaC Talk Unconferences: Social Media Live!15 Confidential Global Marketing

ROI = A Mosaic of Value16 Confidential 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 number. ( & no •  Increased Loyalty shortcuts) •  Increased Presence •  Content Creation •  Customer / Market Insight •  Impacts to CSR / Sustainability Initiatives •  Cost of NOT Participating 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. Beingbrand awareness, not effective at acquisition 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

Planning forCommunityEngagementIt’s about pragmaticapproaches.Smart business fundamentalsnever change. Global Marketing

Blogs Independent Communities Mass Social Independent Media Blogs (Facebook, Blogs You Tube, Discussion Groups LinkedIn…) Community “Portal” Local User Groups Corporate Site Local User Groups Idea Generation Local User GroupsOnline Community Building Global Marketing

Business 2. Balance goals •  Intention vs. Customer •  Value •  Risks Needs •  Staffing / Overhead •  Leadership / Culture change Customer •  Where are they currently •  Perceptions of brand •  Needs / Expectations21 Online Community Strategy & Planning Global Marketing

3. Prioritize based on opportunity22 Online Community Strategy & Planning Global Marketing

Engagement Planning 4. Community •  Content, Content, Content Engagement is (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 potential but •  Reputation Management Dell doesnt seem to want to support it properly. I feel bad for the mods who put a lot of •  Incentives effort into the site.” Cy Jervis (jervis961)23 Online Community Strategy & Planning Global Marketing

5. External Communities External Community External CommunityArticulatethe Vision. Customer Communities CustomerVibrant External Communities External Community Communitycommunities Promoters & Promoter & VIP VIPsinside & out Communities Experts drive-Internal Communities Internal Dell community Communities ofof Practice Practice Community engagement. of Practice- Exclusive Promoter &VIP Communities Community Management & Moderation Community- Segment-based Platform & Community PlatformCustomer OperationsCommunities- Priority “Outpost” Insights, SCRM & Social Analytics &Communities Measurement & e-commerce Insight Profile Social Data 24 Confidential Global Marketing

Looking forward: Reputation Management Advocacy Federation Social Value Measurements & Standards25 Confidential Global Marketing

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. Image courtesy of Online Community Strategy & Planning26 http://www.flickr.com/photos/michaelholden 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•  “Web Reputation Systems” – Farmer, Glass•  “Spend Shift” – Gerzema•  #TheCR, #octribe, #cmtychat tags27 Confidential Global Marketing

END28 Confidential

29 Confidential Global Marketing

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Community conference 2011 - Dell, Bill Johnston

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