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Keynote from Social Business Forum 2011


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My keynote from Social Business Forum Milan, held June 8, 2011 in Milan, Italy.

Published in: Business, Technology

Keynote from Social Business Forum 2011

  1. 1. Paving the way to Social Business Bill Johnston - @BillJohnston Director of Global Online Community
  2. 2. Global Marketing The Simple Truth: Business is inherently social.
  3. 3. Global Marketing Revolution a fundamental change in power or organizational structures that takes place in a relatively short period of time & Evolution the change over time in one or more inherited traits found in populations of organisms Organizations that can embrace the social media revolution and evolve based on social business principles will grow and thrive. 3 Online Community Strategy & Planning
  4. 4. Global Marketing Participation in social media at critical mass 4 Confidential
  5. 5. Global Marketing Online Community: Intention to foster a network of relationships around common interests, over time. 5 Confidential Social Media: Describes a large spectrum of tools and activities.
  6. 6. Global Marketing Hosted Communities Support Mastery & Use Affinity Ideation External Community External Community External Community External Community Holistic Approach = Networks of Value Extranets Internal Networks / Workgroups Internal External Enterprise Market Experts Community Mass Social Media Collaboration
  7. 7. Global Marketing Dell’s Social Journey Online Community Strategy & Planning 7
  8. 8. Global Marketing Five years of experiments and experience
  9. 9. Global Marketing Social Media & Community Team (SMaC) Goal: Embed Social Media into the fabric of the company. • Centralized Team (Hub & Spoke) • Range of social disciplines • Strategic advisors • Governance • Operations for key infrastructure • Training Confidential9 SMaC
  10. 10. Global Marketing10 Confidential 3/21/ Listening: The Heart of our Social Strategy A critical first step, a social “trojan horse”, and the social radio for all.
  11. 11. Global Marketing Social Media & Community University: Employees = Social Rock Stars Principles Policy Governance Training, Certification & Tools
  12. 12. Global MarketingConfidential12 SMaC Talk Unconferences: Social Media Live!
  13. 13. Global Marketing13 Online Community Strategy & Planning Hosted Communities Support Mastery & Use Affinity Ideation External Community External Community External Community External Community Advocates Internal Networks / Workgroups Internal External Enterprise Market Collaboration Community Social Media & Community Toolset: Centralized Platform, Distributed Participation
  14. 14. Global Marketing Online Communities Centralized platform, distributed engagement. • Telligent Platform Features – Forums – Blogs – Wikis – Networking • Key Programs for Community – Listening – Management & Moderation – Advocacy – Reputation Management Confidential14
  15. 15. Global Marketing IdeaStorm Evolving from the “Social Suggestion Box” • Better alignment w/ PG planning • Idea Partner program • Storm Sessions – Time bound, topic-specific ideation sessions • Storm Projects & Challenges (Future State) – Sequential Storm Sessions planned for a design cycle – Ex: Develop the “Sustainable Laptop” Confidential15
  16. 16. Global Marketing Internal Collaboration Confidential16 Myriad tools to support internal collaboration. • Chatter • EmployeeStorm • Internal Communities w/ Telligent Enterprise
  17. 17. Global Marketing Going Global Partnership with segments Centralized governance Outreach via training & Unconferences Social Media Listening to help size the need 17 Confidential
  18. 18. Global Marketing ROI = A Mosaic of Value 18 Confidential
  19. 19. Global Marketing • Insight: Social media improves Dell’s reach and share of voice • Insight: Social Media provides high Business Value and contributes to demand gen lift • Insight: SM keeps customers engaged, provides solutions and improves loyalty. • Insight: Social media based support improves sentiment and reduces operating expenses • Insight: Established causality between social media activity and purchase Awareness Research and Consideration Demand / Lead Gen and Sales Support CLV (loyalty) External Communities Our Communities Social Media is valuable across the entire customer lifecycle.
  20. 20. Global Marketing Social Media ROI: Popular assertions/beliefs vs. Dell findings to date: Popular notions about Social Media Our Findings Works only for Consumer Impacts each of the Dell Businesses: Consumer, Public, SMB, LE and Services Relevant only for “top of the funnel” – good for brand awareness, not effective at acquisition Impacts every part of the marketing funnel. Being harnessed for lead gen and driving conversion Cannot 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 business metric – is more like PR – can “assist”, but cannot be tied to revenue Run-the-business metrics can be applied on Social Media and integrated into business operations. Has been tied to Consideration and Revenue
  21. 21. Global Marketing Planning for Social Media & Community Engagement It’s about pragmatic approaches. Smart business fundamentals never change.
  22. 22. Global Marketing 1. Secure Exec Support & Establish Governance 22 Confidential
  23. 23. Global MarketingOnline Community Building Blogs Community “Portal” Idea Generation Discussion Groups Corporate Site Mass Social Media (Facebook, You Tube, LinkedIn…) Independent Blogs Blogs Independent Communities Local User Groups Local User Groups Local User Groups 2. Your Community lives in many places. Engagement changes, intention doesn’t.
  24. 24. Global Marketing 3. Balance goals vs. Customer Needs 24 Confidential Business • Intention • Value • Risks • Staffing / Overhead • Leadership / Culture change Customer • Where are they currently • Perceptions of brand • Needs / Expectations
  25. 25. Global Marketing 4. Prioritize based on opportunity 25 Online Community Strategy & Planning
  26. 26. Global Marketing 5. Community Engagement is Oxygen 26 Confidential Engagement Planning • Content, Content, Content (did I mention content?) • Engagement Calendar • Active Community Management • Regular Communication • Acknowledge Contributions • Feature Members • Reputation Management • Incentives “Sorry it took so long for me to vote on this one. I haven't been on here much lately. This site had so much potential but Dell doesn't seem to want to support it properly. I feel bad for the mods who put a lot of effort into the site.” Cy Jervis (jervis961)
  27. 27. Global Marketing27 Online Community Strategy & Planning Image courtesy of 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.
  28. 28. Global Marketing Thank You! Contact Info • • @BillJohnston • Recommended Resources • “The Power of Pull” – Hagel & Brown • “Connected” – Christakis & Fowler • “Engage” (2nd Ed.) – Brian Solis • #TheCR, #octribe, #cmtychat tags 28 Confidential
  29. 29. END 29 Confidential
  30. 30. Global Marketing Global reach magnifies the challenge & opportunity 85 Countries ~15k conversations / day 30