Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Community conference 2011 - Dell, Bill Johnston


Published on

Published in: Business, Technology
  • Be the first to comment

Community conference 2011 - Dell, Bill Johnston

  1. 1. Creating Sustainable ValueThrough Social MediaBill 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. But as the gap grew, things got… well, weird.5 Online Community Strategy & Planning Global Marketing
  6. 6. “Mass” begat “same” and “consumer”6 Online Community Strategy & Planning Global Marketing
  7. 7. Dec 2000: 360 Million June 2010: 2 Billion 444% growth! ~1/3 global population online7 Online Community Strategy & Planning Global Marketing
  8. 8. Participation in social media at critical mass8 Confidential Global Marketing
  9. 9. Social Media: Describes a large spectrum of tools and activities. Online Community: Intention to foster a network of relationships around common interests, over time.9 Confidential Global Marketing
  10. 10. Dell’s Social Journey Online Community Strategy &10 Global Marketing Planning
  11. 11. Five years of experiments and experience Global Marketing
  12. 12. 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) 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
  13. 13. Listening: The Heart of our SocialStrategyA critical first step, a social “trojanhorse”, and the social radio for all. 13 Confidential Global Marketing 10/0 5/11
  14. 14. Social Media & CommunityUniversity:Employees = Social Rock Stars Principles Policy Governance Training, Certification & Tools Global Marketing
  15. 15. SMaC Talk Unconferences: Social Media Live!15 Confidential Global Marketing
  16. 16. ROI = A Mosaic of Value16 Confidential Global Marketing
  17. 17. 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
  18. 18. 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. Beingbrand awareness, not effective at acquisition 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 Revenue Global Marketing
  19. 19. Planning forCommunityEngagementIt’s about pragmaticapproaches.Smart business fundamentalsnever change. Global Marketing
  20. 20. 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 GroupsOnline Community Building Global Marketing
  21. 21. Business 2. Balance goals •  Intention vs. Customer •  Value •  Risks Needs •  Staffing / Overhead •  Leadership / Culture change Customer •  Where are they currently •  Perceptions of brand •  Needs / Expectations21 Online Community Strategy & Planning Global Marketing
  22. 22. 3. Prioritize based on opportunity22 Online Community Strategy & Planning Global Marketing
  23. 23. 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 havent been on here much lately. This site had so much potential but •  Reputation Management Dell doesnt 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)23 Online Community Strategy & Planning Global Marketing
  24. 24. 5. External Communities External Community External CommunityArticulatethe Vision. Customer Communities CustomerVibrant External Communities External Community Communitycommunities Promoters & Promoter & VIP VIPsinside & out Communities Experts drive-Internal Communities Internal Dell community Communities ofof Practice Practice Community engagement. of Practice- Exclusive Promoter &VIP Communities Community Management & Moderation Community- Segment-based Platform & Community PlatformCustomer OperationsCommunities- Priority “Outpost” Insights, SCRM & Social Analytics &Communities Measurement & e-commerce Insight Profile Social Data 24 Confidential Global Marketing
  25. 25. Looking forward: Reputation Management Advocacy Federation Social Value Measurements & Standards25 Confidential Global Marketing
  26. 26. 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 & Planning26 Global Marketing
  27. 27. 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 tags27 Confidential Global Marketing
  28. 28. END28 Confidential
  29. 29. 29 Confidential Global Marketing