Building Sustained Community Engagement


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My presentation from the 2011 eMarketing Summit on april 21, 2011 in Portland OR.

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  • 1:00 PMFrom Campaigns to Community: Building Sustained EngagementBill JohnstonDirector of Global Community, DellRoom: D135Important note: The eMarketing Summit Special Event @ InnoTech requires separate registration & paymentMany organizations are struggling to move their social media programs from the tactical to the strategic. Bill Johnston will share strategies and lessons learned from Dell’s social media journey, including how to manage a comprehensive social presence, keeping internal and external community members engaged and thoughts on social media ROI.
  • Image credit:
  • In many ways, it was a dark time for the consumer
  • Dawn of a new era – clue train, net gain,
  • Internet – web 1 (search connecting docs), web 2 (soc networks connect people)
  • Photo cred: personally (Bill Johnston) licensedfrom istockphoto
  • 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
  • 4 types of of vibrant communities* experts = secret weaponSits on top of platform and processes
  • Photo cred: personally licensed from istockphoto
  • Photo cred: personally licensed from istockphoto
  • Photo cred: Bill Johnston (me)
  • Building Sustained Community Engagement

    1. 1. From Campaigns toCommunity: Building SustainedCommunity EngagementBill Johnston - @BillJohnstonDirector of Global Online Community
    2. 2. Trade was initially tied to dialogue, community and relationships.2 Online Community Strategy & Planning Global Marketing
    3. 3. The Industrial Revolution ushered in the age of “mass”3 Online Community Strategy & Planning Global Marketing
    4. 4. the age of mass: production markets communication4 Online Community Strategy & Planning Global Marketing
    5. 5. Any color. As long as its black.5 Online Community Strategy & Planning Global Marketing
    6. 6. But as the wedge grew, things got… well, weird.6 Online Community Strategy & Planning Global Marketing
    7. 7. “Mass” begat “same” and “consumer”7 Online Community Strategy & Planning Global Marketing
    8. 8. Image courtesy of8 Online Community Strategy & Planning Global Marketing
    9. 9. Dec 2000: 360 Million June 2010: 2 Billion 444% growth! ~1/3 global population online9 Online Community Strategy & Planning Global Marketing
    10. 10. Social Media describes a large spectrum of tools and activities Online Community is a discrete portion of that spectrum10 Confidential Global Marketing
    11. 11. Participation in social media at critical mass11 Confidential Global Marketing
    12. 12. Dell’s Social Journey Online Community Strategy &12 Global Marketing Planning
    13. 13. Five years of experiments and experience Global Marketing
    14. 14. Social Media can be useful everywhere across theentire customer lifecycle. • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. • Insight: Established causality• Insight: Social media based Our External between social media activity Communities Communities support improves sentiment and purchase and correlates with higher revenue • Insight: Social Media provides high Business Value and contributes to demand gen vehicle Global Marketing
    15. 15. Listen. Engage. Act.15 Online Community Strategy & Planning Global Marketing
    16. 16. Building the Internal Community Your Employees = Your Social Rock Stars16 Confidential Global Marketing
    17. 17. Articulate External Communities External Community External Communitya Vision:Vibrant Customer Communities Customercommunities External Communities External Community Communityinside & out Promoters & Promoter & VIP VIPs Communities-InternalCommunities of Internal Experts drive communityPractice Communities of Dell Community engagement. Practice of Practice-Exclusive Promoter& VIP Communities Community Management & Moderation Community-Segment-based Platform & Community PlatformCustomer OperationsCommunities-Priority “Outpost” Insights, SCRM & SocialCommunities Measurement & e-commerce Analytics & Insight Profile Social Data 17 Confidential Global Marketing
    18. 18. Social Media &Community University Principles Policy Governance Training, Certification & Tools Global Marketing
    19. 19. SMaC Talk Unconferences: Social Media Live!19 Confidential Global Marketing
    20. 20. Listening: a critical first step. 20 Confidential Global Marketing 3/21/
    21. 21. The SocialRadio:Inform and DriveEvery Part of theBusiness - for AllEmployees21 Global Marketing
    22. 22. Planning forCommunityEngagementIt’s about pragmaticapproaches.Smart businessfundamentals neverchange. Global Marketing
    23. 23. Blogs Independent Communities Mass Social Independent Media Blogs (Facebook, Blogs You Tube, Discussion Groups LinkedIn…) Community “Portal” Local User Groups Corporate Local User Site Groups Idea Generation Local User GroupsOnline Community Building Global Marketing
    24. 24. Example: 3 types of engagement Support Affinity Ideas24 Online Community Strategy & Planning Global Marketing
    25. 25. Discuss Goals 2. Articulate • Intention your business • Value goals • Risks • Staffing / Overhead • Leadership / Culture change Process • Stakeholder Interviews • Working Sessions • Synthesis25 Online Community Strategy & Planning Global Marketing
    26. 26. Research 3. Customer • Surveys Needs: Research & • Interviews Listen • Online discussions Member Needs • Expectations of you (the host) • Role & Facilitation • Content & Features • On domain or ecosystem • Member types • Desired culture • Activities & contributions26 Online Community Strategy & Planning Global Marketing
    27. 27. 4. Prioritize based on opportunity27 Online Community Strategy & Planning Global Marketing
    28. 28. Social EcosystemSocial Ecosystem Research Outputs• Discovery, either via your listening • Influencers platform, or • Existing communities• Online tools like Google Blog Search, Twitter, Delicious ,etc • Key blogs• Looking for: • Active groups – Company and product brands – Issues & topics – Execs & Employees – Existing user & affinity groups• Confidential Global Marketing
    29. 29. 5. Community Engagement is Oxygen29 Online Community Strategy & Planning Global Marketing
    30. 30. EngagementEngagement Tactics• Content, Content, Content (did I mention content?)• Engagement Calendar• Active Community Management• Regular Communication• Acknowledge Contributions• Feature Members• Incentives• Reputation30 Confidential Global Marketing
    31. 31. ROI = A Mosaic of Value31 Confidential Global Marketing
    32. 32. 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
    33. 33. 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.brand awareness, not effective at acquisition Being 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 RevenueFacebook is not as effective as email in driving Facebook pages are effective for doingretention / repeat visits business Global Marketing
    34. 34. 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.34 Confidential Global Marketing
    35. 35. Thank You!Recommended Resources Contact Info• “The Power of Pull” – Hagel • & Brown • @BillJohnston• “Connected” – Christakis & • Fowler• “Web Reputation Systems” – Farmer, Glass• “Spend Shift” – Gerzema• #TheCR, #octribe, #cmtychat tags35 Confidential Global Marketing
    36. 36. END36 Confidential