Creating Sustainable Value
Through Social Media
Bill Johnston - @BillJohnston
Director of Global Online Community

Trade was initially
tied to dialogue,
community and
relationships.
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The Industrial
Revolution
ushered in the
age of “mass”
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the age of mass:
production
markets
communication
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But as the
gap grew,
things got…
well, weird.
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“Mass” begat
“same” and
“consumer”
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Dec 2000: 360 Million
June 2010: 2 Billion
444% growth!
~1/3 global population
online
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Participation in social media at critical mass
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Social Media:
Describes a large spectrum of
tools and activities.
Online Community:
Intention to foster a network of
relationships around common
interests, over time.
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Dell’s Social
Journey
Online Community Strategy &
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Planning

Five years of experiments and experience
Global Marketing

Social Media is valuable across the entire
customer lifecycle.
• Insight: Social media improves Dell’s
reach and share of voice
• Insight: SM keeps customers Awareness
engaged, provides solutions
and improves loyalty.
Research and
CLV (loyalty) Dell.com Consideration
• Insight: Established causality
Our External between social media activity and
• Insight: Social media based
Communities Communities
support improves sentiment purchase
and reduces operating
expenses
• Insight: Social Media provides high
Business Value and contributes to
Demand / Lead demand gen lift
Support Gen and Sales
Global Marketing

Listening: The Heart of our Social
Strategy
A critical first step, a social “trojan
horse”, and the social radio for all.
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10/0
5/11

Social Media & Community
University:
Employees = Social Rock Stars
Principles
Policy
Governance
Training, Certification &
Tools
Global Marketing

SMaC Talk
Unconferences:
Social Media Live!
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ROI = A Mosaic of Value
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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

Social Media ROI:
Popular assertions/beliefs vs. Dell findings to date:
Popular notions about Social Our Findings
Media
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 Impacts every part of the marketing funnel. Being
brand awareness, not effective at acquisition 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 Run-the-business metrics can be applied on
business metric – is more like PR – can “assist”, Social Media and integrated into business
but cannot be tied to revenue operations. Has been tied to Consideration and
Revenue
Global Marketing

Planning for
Community
Engagement
It’s about pragmatic
approaches.
Smart business fundamentals
never change.
Global Marketing

Blogs
Independent
Communities
Mass Social
Independent Media
Blogs
(Facebook,
Blogs
You Tube,
Discussion
Groups
LinkedIn…)
Community
“Portal”
Local User
Groups
Corporate
Site Local User
Groups
Idea
Generation
Local User
Groups
Online Community Building
Global Marketing

Business
2. Balance goals • Intention
vs. Customer • Value
• Risks
Needs • Staffing / Overhead
• Leadership / Culture change
Customer
• Where are they currently
• Perceptions of brand
• Needs / Expectations
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3. Prioritize based
on opportunity
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Engagement Planning
4. Community • Content, Content, Content
Engagement is (did I mention content?)
Oxygen • Engagement Calendar
• Active Community
Management
• Regular Communication
• Acknowledge Contributions
“Sorry it took so long for me to • Feature Members
vote on this one. I haven't been
on here much lately. This site
had so much potential but • Reputation Management
Dell doesn't seem to want to
support it properly. I feel bad
for the mods who put a lot of • Incentives
effort into the site.”
Cy Jervis (jervis961)
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5. External
Communities External
Community
External
Community
Articulate
the Vision. Customer
Communities Customer
Vibrant External Communities External
Community Community
communities Promoters &
Promoter & VIP VIPs
inside & out Communities
Experts drive
-Internal Communities Internal
Dell community
Communities of
of Practice Practice
Community engagement.
of Practice
- Exclusive Promoter &
VIP Communities Community Management & Moderation
Community
- Segment-based Platform &
Community Platform
Customer Operations
Communities
- Priority “Outpost” Insights, SCRM & Social Analytics &
Communities Measurement & e-commerce
Insight
Profile
Social Data
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Global Marketing

Looking forward:
Reputation Management
Advocacy
Federation
Social Value Measurements &
Standards
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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.
Image courtesy of
Online Community Strategy & Planning
26
http://www.flickr.com/photos/michaelholden
Global Marketing

Thank You!
Recommended Resources Contact Info
• “The Power of Pull” – Hagel & • Bill_Johnston@Dell.com
Brown • @BillJohnston
• “Connected” – Christakis & • http://www.BillJohnston.net
Fowler
• “Web Reputation Systems” –
Farmer, Glass
• “Spend Shift” – Gerzema
• #TheCR, #octribe, #cmtychat
tags
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