Social Organizations and Connected Communications


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  • graph is essentially the same as the above with the nodes added. The size of the nodes represents the number of inlinks to the blog. The colours represent the URL - blogs hosted at the same domain have the same colour.27/6/2006, reciprocal links, partition=1, min weight=1
  • 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 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
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  • Social Organizations and Connected Communications

    1. 1. Socialize Your Organization:The Opportunity of ConnectedBusinesses and CommunicationsPRSA, Digital Impact Conference, NYC, April 3, 2012Richard Binhammer, Social Media & Community
    2. 2. This Is What Business Has Always Been About…Social bringsnew dynamics to continuing to grow the intersection Business Customer Value Value2 Making Business Better Global Marketing
    3. 3. Organizations: The Boss’ Another Equal or Colleague or The Boss Corporate a rational, efficient Corporate Competitor Competitor method of organization… Boss Assistant hierarchical authoritative & functional Direct Report, Direct Report, Direct Report specialization. Specialty A Specialty B Specialty C3 Global Marketing
    4. 4. Communications:Mass media in allformsPushing “news” &RecognitionLoud andEverywhere4 Global Marketing
    5. 5. Conversations are conversations not Business segments Where and how to find you Share with others how & why you have great products/services …………….and more5 Global Marketing Graphic thanks to @Gapingvoid
    6. 6. People Using the Web to Connect6 Global Marketing
    7. 7. It’s NOT a Fire Hose of Information;It IS an Avalanche 7 Global Marketing
    8. 8. Authority Exchange Community 8 Global Marketing
    9. 9. Five year Journey of Embedding Social to be a Better Business February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Why don’t we reach out and help reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top bloggers with tech support issues? going to occur whether you like it or not. Do you want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellAugust 2006 January 2007 deployed within each launchesBlog outreach StudioDell launched of the new Dell B2B pages Facebookexpands beyond Dell’s video and podcast site, February 2008 Business units (Jun.)tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 9 Confidential launched Global Marketing
    10. 10. Listen, Learn, Engage & Act 5 years: 4000 posts per day to10 25,000 post per day Global Marketing
    11. 11. A Tool to be Leveraged Across the Fabric of aCompany: different functions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
    12. 12. Governance12 Global Marketing
    13. 13. Best Practices and Coherence: Different Sites for Different Engagement and Results13 Global Marketing
    14. 14. Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing
    15. 15. Customer Connected Employeesare your company’s rock stars15 Global Marketing
    16. 16. Social Organizations and Business Think DifferentFROM: TO:• Mass Media • Individualized Information• Control and Push Messaging • Conversation, Connections, Stories• Institutions to distribute and • People and Relationships to connect connect and build• Issue Management • Rapid Response/Agility• Deadlines • Real Time • Facts and Feelings• Just the Facts • Powerful Networks• Powerful Media • Communities• Target Audiences • Listen and Collaborate• Announce/All answers • Leadership and Bottoms Up too• Top Down • Empowered Employees and subject• Corporate Spokesperson matter experts16 Confidential 4/3/2012 Global Marketing
    17. 17. The Social Business Communicator Connecting Directly – Beyond Relying on Traditional Media17 Global Marketing
    18. 18. CommunicationCounselorBeyondManagementtoEmpoweredEmployees18 Global Marketing
    19. 19. From News &EventstoStorytellingwith Meaning19 Global Marketing
    20. 20. BeyondPublicationand “Telling”toSharing andConnecting20 Global Marketing
    21. 21. Are Businesses Less Machine and more Networked Organism? Human Organizations Wholistic & Networked21 Global Marketing
    22. 22. Social Business is Less Sizzle and Show? TheHard Work of Getting it Done for Better BusinessBusiness 22 Global Marketing
    23. 23. Connected and Lit Up23 Confidential Global Marketing
    24. 24. Thank You