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A Look at Business in a Networked World of the Interactive Web Richard Binhammer, Social Media and Community June 21, 2011, The Corporate Social Media Summit
Traditionally, Business and Technology:  aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 2
Markets always were about  conversations?  3
Business Always Succeeded and Grew based on word of mouth … more so with the social Web
Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached 5
Today, Interactive Web:First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use Source: Mary Meeker, 2010 Internet Trends
If Markets are Conversations… “Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.   Markets are conversations. Markets consist of human beings, not demographic sectors.  Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.” 7 Source: Cluetrain Manifesto
…..But (Social Media) Conversations are Not Just Marketing In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think) Participation in a networked market changes people fundamentally. 8
The world around us is changing 9 Control   is not as successful                   as influence companies that embrace this the fastest will win ,[object Object]
Users spending moretime across the web engaging –beyond company’s website
Customerstrust their peers more than anyone else
Traditional methods are not scaling;  Does Social Media?,[object Object]
Recognizing & Aligning a Powerful Ecosystem Dell.com Our Communities External Communities Team Members Confidential 11
12 Confidential 3/21/2011 Listening to Be A Better Business, Across the Business From 4,000 posts/day to 26,000 posts/day
13 Don’t Look, Listen or Touch This is not a strategy that works.
Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale? Think of it as a tool,  not a channel
Campaigns Scale, but are capital intensive.You can not buy fans & followers for life …
A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values Product Development ,[object Object]
Early Warning
New Product IdeationMarketing ,[object Object]
Lead Generation
Message ReachOnline Presence ,[object Object]
Communities

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Business in a Networked World

  • 1. A Look at Business in a Networked World of the Interactive Web Richard Binhammer, Social Media and Community June 21, 2011, The Corporate Social Media Summit
  • 2. Traditionally, Business and Technology: aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 2
  • 3. Markets always were about conversations? 3
  • 4. Business Always Succeeded and Grew based on word of mouth … more so with the social Web
  • 5. Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached 5
  • 6. Today, Interactive Web:First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use Source: Mary Meeker, 2010 Internet Trends
  • 7. If Markets are Conversations… “Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.” 7 Source: Cluetrain Manifesto
  • 8. …..But (Social Media) Conversations are Not Just Marketing In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think) Participation in a networked market changes people fundamentally. 8
  • 9.
  • 10. Users spending moretime across the web engaging –beyond company’s website
  • 11. Customerstrust their peers more than anyone else
  • 12.
  • 13. Recognizing & Aligning a Powerful Ecosystem Dell.com Our Communities External Communities Team Members Confidential 11
  • 14. 12 Confidential 3/21/2011 Listening to Be A Better Business, Across the Business From 4,000 posts/day to 26,000 posts/day
  • 15. 13 Don’t Look, Listen or Touch This is not a strategy that works.
  • 16. Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel
  • 17. Campaigns Scale, but are capital intensive.You can not buy fans & followers for life …
  • 18.
  • 20.
  • 22.
  • 24.
  • 27.
  • 29.
  • 32.
  • 33. Empowering Employees: Social Media & Community University Principles Policy Governance Training & tools
  • 34. Starting Down a New Road, in a Vehicle, yet to be provenEven today, the Infrastructure is evolving 19
  • 36. Lesson: Yes Virginia, there is ROI. It is measurable in many forms, there is not 1 number …
  • 37. Making Businesses Less Machine and more Networked Organism?A Human Organization 22

Editor's Notes

  1. The shape of the online universe. This image shows the hierarchical structure of the Internet, based on the connections between individual nodes (such as service providers). Three distinct regions are apparent: an inner core of highly connected nodes, an outer periphery of isolated networks, and a mantle-like mass of peer-connected nodes. The bigger the node, the more connections it has. Those nodes that are closest to the center are connected to more well-connected nodes than are those on the periphery. The core: At the center of the Internet are about 80 core nodes through which most traffic flows. Remove the core, and 70 percent of the other nodes are still able to function through peer-to-peer connections.
  2. 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