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PRSA, Counselors Academy June 2013


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a look at social business and then how that impacts communications

Published in: Business, Technology

PRSA, Counselors Academy June 2013

  1. 1. Building a Social Business:Opportunities and Challenges forCommunicators
  2. 2. 2Business andTechnology:Aims for efficientorganization ofwork throughspecialization oflabor1776, Adam Smith, Wealth of Nations2
  3. 3. Business ManagementYour bossColleague1Colleague2Colleague3BossAssistantEfficient, Effective, Structured, Aligned, Processes, Customer Touch Points, Silos3
  4. 4. Successful Business Has Always Been AboutDelivering Value to Customers4BusinessValueCustomerValue
  5. 5. Communications &MarketingMass media in allformsPushing “news” &RecognitionLoud and Everywhere5
  6. 6. Before the Social Web: A Business Perspective YourCustomers and the World Wide Web6YourCompany.comCustomer ForumsCommunitiesMore Disruption to Come?
  7. 7. But despite all theprogress through thefirst part of the 20thCentury…75 Year Differencein Business LifeExpectancy since19367Source: DeloitteReport: John Hagel
  8. 8. 8The Internet:Unlike othertechnologies, theWeb became lesspredictable as it wasnot just in the handsof business; openedmore opportunities tochange perspectivesanywhere it reached8
  9. 9. 9The Web morphedfrom a static tointeractive mediumLess organized andnot structurally“neat”Like business isfamiliar with9
  10. 10. …andfundamentally theInternet becameabout peopleconnecting witheach other…Conversations areconversations notbusiness segments10Graphic thanks to @GapingvoidShare with others how & whyyou have great products/services…………….and more
  11. 11. Every day we create 70x the amount ofinformation in the Library of Congress
  12. 12. And the Information is Not Just Text“From the dawn of civilization until 2003, humankindgenerated five exabytes of data. Now we produce fiveexabytes every two days…and the pace is accelerating.”More than 1 billion unique usersvisit YouTube each month; Secondlargest search engine; 72 hours ofvideo are uploaded to YouTubeevery minute; 70% of YouTubetraffic comes from outside theUS. Facebook too: Facebookmore than 250 million photos areuploaded every single day.12
  13. 13. It’s not a fire hose….More Like anAvalanche13
  14. 14. Six year Journey of Embedding Social to be a Better BusinessAugust 2006Blog outreachexpands beyondtech SupportAugust 2006Blog outreachexpands beyondtech supportDecember 2006Ratings andreviews onDell.comJuly 2006Direct2Dell launchedToday Direct2Dell exists inEnglish, Spanish, Norwegian,Japanese and Chinese.February 2006Michael Dell AsksWhy don’t we reach out and helpbloggers with tech support issues?January 2007StudioDell launchedDell’s video and podcast site,with helpful tips and tricks.Eventually expanding this intothe YouTube channel makingsharing easier.February 2007IdeaStorm LaunchedA voting based site allowingcustomers and others to submitideas for Dell.June 2007Dell joins TwitterDell launchesEmployeeStormInternal Blogs Launchedfor Employees.October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations aregoing to occur whether you like it or not. Do youwant to be part of that or not? My argument is youabsolutely do. You can learn from them. You canimprove your reaction time. And you can be abetter company by listening and being involved inthat conversation.”November 2007DellShares launchedThe first investor relations blog bya public company.January2008Dell alignsorganizationfor successFebruary 2008Twitter expandedMarch 2008Accepted Solutionslaunched on CommunityDell France begins OnlineCommunity OutreachMay 2008Dell Outlet achieves$0.5M in sales via TwitterCommunity team active on TwitterSmall Businessblog launchedApril 2008Inside IT launchedBlog focused on businesscustomers, and CloudComputing.June 2008Channel bloglaunchedJanuary 2009Dell Organizes in to4 customer focusedbusiness unitsSpring 2009Some Members ofCommunity andConversationsdeployed within eachof the new DellBusiness unitsJune 2009$2M+ Salesvia Twitter2009Dell TechCenterJune 2009Global Twitterrevenues of $6.5 MDecember 2009Huffington Post BlogMarch 2010China Micro-Blogging2006 2007 2008 2009 2010 201114Altimeter recognizes Dell with“Open Leadership Award forInnovation and Execution”(Oct.)Dell Social Media andCommunity Universitylaunched/5,000 teammembers trained byend of year(Aug.)DelllaunchesB2B pagesFacebook(Jun.)Dell named #1 mostsocial brand inranking of 100 topbrandsSocial Media ListeningCommand Center
  15. 15. B2C or B2B: It’s Both and all about, Business and PeopleSpecial Thanks to BlaM4C &Marshalus & more than 4000 customers
  16. 16. 16Listen, Learn, Engage & Act2006: 4000 posts per day2012: 25,000 post per day
  17. 17. 17Recognizing & Aligning a Powerful EcosystemConfidentialDell.comExternal Communities Our CommunitiesTeam Members
  18. 18. 18Back to any business’ roots:customer connected employees areyour company’s rock stars18
  19. 19. 19Empowering Employees:Policy and TrainingPrinciplesPolicyGovernanceTraining & tools
  20. 20. 20Best Practicesand Coherence:Different Sitesfor DifferentEngagementand Results20
  21. 21. There is ROI Business Value: It is measurable in manyforms, there is not 1 number …
  22. 22. Look across the entire customer lifecycle. Social Mediacan be used everywhere …• Insight: Social mediaimproves reach and shareof voiceInsight: Social Mediaprovides high Business Valueand contributes to demandgen vehicle• Insight: SM keepscustomersengaged, providessolutions and improvesloyalty.• Insight: Social mediabased supportimproves sentimentand correlates withhigher revenueInsight: Establishedcausality betweensocial media activity andpurchaseAwarenessResearch andConsiderationDemand /Lead Genand SalesSupportCLV (loyalty)
  23. 23. CEOs/Business Leaders See Opportunity:Outperformers DeliverSource: IBM Global CEO Study: “Leading Through Connections”23
  24. 24. Social Business is Less Sizzle and Show? TheHard Work of Getting it Done for BetterBusiness Business24
  25. 25. II The New Public Relations:Strategically Rethinking What We Do
  26. 26. Implicationschallenges & opportunitiesRational+EmotiveOthers areinformedandperceivePublicCustomerConnection,Loyalty,BusinessValueWhat’sImportantPredictableNoStructureScale,24x7,SpeedBusinessOrg + churn26
  27. 27. 27Easy:CommunicationCounselor BeyondManagementtoConnected andEmpoweredEmployeesNot so easy:anytime and alwayson27
  28. 28. 28Easy:Crisis Managementto Crisis ResponseBest Practice:Social Media FireDrill28Source: Altimeter Research forimportance of Fire Drills and Policies
  29. 29. 29Easy:Visual Counts
  30. 30. 30Easy:ContentSyndication tothe RightPlaces30
  31. 31. Disruption of Public Relations and PR StrategiesBeyond the Tactical Adjustments
  32. 32. 32Traditionalmediaitself isbeingdisrupted
  33. 33. Listening as a Starting Point33
  34. 34. 34The SocialBusinessCommunicatorConnecting Directly– Beyond Relyingon TraditionalMedia34
  35. 35. 35The number ofplaces to tell yourstory multiplied…But attentionspan declined andYou are the “theavalanche”
  36. 36. 36CloserIntegration ofPaid, Ownedand Earned tostand outDifferentiate orBeCommoditized
  37. 37. 37DifferentiationImpact ofContent Filters(which are reallypeople)before thetraditionalmarketing funnel37ConnectionsCommunityAwarenessConsiderationConversionLoyaltyAdvocacy
  38. 38. 38Theunderestimatedandunder-utilizedtoolsAggregating andCurating Contentas a TrustedSourceversus singular focus of“Content Marketing”and Brand as Publishers
  39. 39. For Communicators: The Future?
  40. 40. 40From News &EventstoStorytellingwith Meaning40
  41. 41. Influence, Word of Mouth: WhoMattersThere are only 4 Business Stakeholders:1. Customers2. Employees (and suppliers)3. Investors4. “Communities”
  42. 42. 42Finding your connections; Telling stories that matteryou have to work harder and different
  43. 43. 43The Web is an Interactive MediumBeyond Publication and “Telling” to Sparking: sharing and connecting43
  44. 44. MeasurementParachutes, helicopters, bicycles,hydraulics, flight, precise timemeasurement, wind energySocial media and connecting withpeople.• Measuring relationships andconnectivity
  45. 45. TO:• Individualized Information• Conversation, Connections,Stories• People and Relationships toconnect and build• Rapid Response/Agility• Real Time• Facts and Feelings• Powerful Networks• Communities• Listen and Collaborate• Leadership and Bottoms Uptoo• Empowered Employees andsubject matter expertsFROM:• Mass Media• Control and Push Messaging• Institutions to distribute andconnect• Issue Management• Deadlines• Just the Facts• Powerful Media• Target Audiences• Announce/All answers• Top Down• Corporate Spokesperson45Social Organizations and Business Think Different
  46. 46. Website & Blog: http://richardbinhammer.comTwitter: