This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Gage has worked with Microsoft’s SMB division to establish and grow a social media marketing engine to reach and serve both B2B customers and reseller partners. This presentation was initially given at the 2011 Minnesota Interactive Marketing Association Summit.
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
Social Media Strategy & Delivery for Business. HnyB Untangle – A Specialist Social Branding and Promotion Company delivering Social Branding, Social Advertising, Social Marketing and Social PR solutions.
HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
HnyB Untangle's brand of creative strategic solutions are defined by our people, our processes, our network and exhaustive experience of our team.
When you start with social media the following 8 steps can help you to define your Strategy, Resources, Content, Organisation. Be welcome to share this presentation on Social Media, Strategy, Business, Community Management, content management.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Gage has worked with Microsoft’s SMB division to establish and grow a social media marketing engine to reach and serve both B2B customers and reseller partners. This presentation was initially given at the 2011 Minnesota Interactive Marketing Association Summit.
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
Social Media Strategy & Delivery for Business. HnyB Untangle – A Specialist Social Branding and Promotion Company delivering Social Branding, Social Advertising, Social Marketing and Social PR solutions.
HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
HnyB Untangle's brand of creative strategic solutions are defined by our people, our processes, our network and exhaustive experience of our team.
When you start with social media the following 8 steps can help you to define your Strategy, Resources, Content, Organisation. Be welcome to share this presentation on Social Media, Strategy, Business, Community Management, content management.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessDeirdre Walsh
This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
Social Media is a powerful way for organizations of every size and industry to interact with their customers, critics, fans, and partners. The introduction of Social Media has enabled users to post comments, thoughts and opinions about services and products. With the increased frequency of participation in these sites, users are quickly becoming co-contributors to your brand — making it difficult to control your own messaging. This complimentary webinar is great for marketers looking to quickly get up-to-speed on the elements of Social Media, and more importantly, how to leverage those elements to increase ROI and take control of brand positioning.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
B2B public relations 101 presentation, delivered to the Tooling & Manufacturing Association in Chicago. Describes what public relations is, why it matters, how to develop a public relations strategy, how to measure PR success. Stresses the importance of developing an integrated communication program in which public relations supports marketing and vice verssa
Social Intelligence a case for Bunnings HardwareiGo2 Pty Ltd
This overview shows why organisations like Bunnings (B2C) must Listen and build their own communities to engage and support customers.
Not to mention the kids planking in their stores.
Sm biz getting started social media handbookKay-Tee
The beginner's guide to Engagement Marketing for a small business. This handbook will walk you through the changing landscape of coplanning process, evaluation, and determining ROI that's appropriate for your business. It also arms you with a 1, 2, 3 approach for claiming your business (map), online social media, and going mobile. This was a hand out during a live presentation, so a new reader may have to connect the dots just a bit and answer the questions for their own business. Contact info is on each page though for further assistance. Happy engaging!
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Hvordan sælger man kreativitet uden for vores egne cirkler?Seismonaut
Direktør Anna Porse Nielsens oplæg for DMJX den 2. oktober 2017 om, hvordan man formidler værdien af kreativitet til dem, som ikke nødvendigvis jubler over den.
Christian Erfurt holdt oplæg om growth hacking hos Be My Eyes til Headstart Morgenseminar d. 20. april 2017.
Christian Erfurt er CEO hos Be My Eyes - en app, der hjælper blinde ved at sætte dem i forbindelse med seende, der via appen kan hjælpe med hverdagens store og små udfordringer.
Claus Hovge Andersen talte om growth hacking i NORDJYSKE medier til Headstarts morgenseminar d. 20. april 2017.
Claus Hovge Andersen har arbejdet med digitale medier de sidste 18 år, og har blandt andet arbejdet med ecommerce, mobil teknologi og de sidste ti år med digitale forretningsmodeller hos blandt andet Bilbasen.dk, dba.dk, eBay Classifieds. De seneste 6 år har Claus Hovge Andersen arbejdet med digital transformation i mediebranchen, herunder tidligere Jyllands-Posten og nu i NORDJYSKE Medier. Og udover dette har Claus Hovge Andersen siddet i bestyrelsen for flere digitale virksomheder som jobzonen.dk, bilzonen.dk og Watch Medier. Er p.t. aktiv i bestyrelser for flere internetvirksomheder.
Serieiværksætter Thomas Madsen-Mygdal fortalte om vækst til Headstarts morgenseminar d. 20. april 2017.
Thomas Madsen-Mygdal er en dansk designer og iværksætter med en lang og imponerende historik. Thomas var frontløber for internettet, hvor han som medstifter af den første kommercielle danske internetvirksomhed, Mondo, var med til at bringe internettet til Danmark. Senere var Thomas med til at lave virksomheden Podio, som forandrede måden folk arbejder på.
I dag står Thomas i spidsen for TwentyThree, som arbejder med at ændre måden virksomheder kommunikerer via video. Thomas er ligeledes igangsætter og bestyrelsesformand for startup organisationen #CPHFTW. Derudover har han også modtaget IT-Branchens og FDIHs ærespriser.
Headstart Morgenseminar: Working as a NetworkSeismonaut
Thomas Asger Hansen, Head of Global Working Culture hos Grundfos, har de sidste 5 år har han arbejdet med at implementere konceptet "digital workplace". I dette oplæg til Headstart Networks morgenseminar om "Netværk i organisationer" fortæller han hvordan en global virksomhed skaber bedre rammer for at arbejde sammen på tværs af afdelinger og tidszoner gennem en intern netværksplatform.
Sælg en oplevelse - om markedsføring af NorthSide på sociale medierSeismonaut
Anne Jensen fra NorthSide fortalte om hvordan de bruger sociale medier som en central del af deres salgsstrategi, og hvor de forsøger at være relevante året rundt - på trods af at de er en festival, der kun sker en gang om året.
Headstart Network morgenseminar 13/9 2016: Hvad er tillid?Seismonaut
I den digitale tidsalder er anmeldelser, reviews, likes og kommentarer med til at skabe en ny form for økonomi, hvor tillid er den valuta vi sparer op, rejser rundt på nettet med og betaler for vores ydelser med. Har man kun dårlige anmeldelser med i bagagen, er der ingen der vil handle, men har folk udtalt sig rosende om en, er det nemt at bruge nettets mange sociale platforme.
Den transparente virkelighed, som alle uundgåeligt er en del af, skaber nye konsekvenser for både virksomheder og individer. Og det handler ikke bare om deleøkonomi - nej, tænk meget større - det er på mange måder den digitale fremtid for os alle, der er i spil.
Men tillid som fænomen er ikke nyt. Så hvad er tillid egentlig? Hvilken betydning har det for vores samfund og økonomi? Og er tilliden i samfundet i forfald eller på vej op? Disse spørgsmål svarede Christian Bjørnskov, professor i økonomi ved Aarhus Universitet, på til Headstarts morgenseminar.
Veronika Janeckova & Nelson Sachse, Made by many - Headstart d. 2. juni 2015Seismonaut
Made by Many has offices in both London and New York, and they will let us in on their way of working in the intersection between business strategy, product design and user insights with global customers like Skype and Universal to ensure the best end result.
Kasper Wodstrup Rost, Delta Projects - Headstart d. 2. juni 2015Seismonaut
The advertising business is changing vastly at the moment as programmatic advertisement is increasingly on companies radar. Kasper will enlightens us about this new trend, and what the advantage there are to combine creativity and advertisement with real time data.
We all know that the world is changing quicker than ever before, and that businesses are always looking for new ways to create advantages for themselves. Cerys will explore the market dynamics that are combining to create a volatile, uncertain, complex and ambiguous operating environment for businesses and the new types of organisational risk that these are creating. Then, looking at some of the most innovative businesses in the world, highlight some of the new business models, organisational structures and ways of working that are coming together to help transform companies for the 21st century.
Creative Executive Club - Johanne Bruun Sørensen, Hello MondaySeismonaut
Johanne Bruun Sørensen fra Hello Monday holdte et inspirerende oplæg på Creative Executive Clubs morgenseminar i Aarhus onsdag d. 15. april 2015.
Creative Executive Club morgenseminarer byder på internationale og nationale eksperter, meningsdannere og kreative topledere med viden om vækst, internationalisering og fremtidens ledelses- og organisationsformer i de kreative industrier.
Creative Executive Clubs mål er at sætte barren endnu højere i de kreative brancher. Vi skal udvikle stærke forretningsområder og -modeller særligt for de kreative erhverv. Og vi skal gøre det ved at videndele og skabe synergier på tværs af brancher.
Creative Executive Club er et samarbejde mellem Erhverv Aarhus og More.Creative.
Creative Executive Club - Stephen Burrell, Kopenhagen FurSeismonaut
Stephen Burrell fra Kopenhagen Fur holdte et inspirerende oplæg på Creative Executive Clubs morgenseminar onsdag d. 15. april 2015.
Creative Executive Club morgenseminarer byder på internationale og nationale eksperter, meningsdannere og kreative topledere med viden om vækst, internationalisering og fremtidens ledelses- og organisationsformer i de kreative industrier.
Creative Executive Clubs mål er at sætte barren endnu højere i de kreative brancher. Vi skal udvikle stærke forretningsområder og -modeller særligt for de kreative erhverv. Og vi skal gøre det ved at videndele og skabe synergier på tværs af brancher.
Creative Executive Club er et samarbejde mellem Erhverv Aarhus og More.Creative.
Digitalisering handler om mennesker - ikke mindst i den offentlige sektor, hvor digitaliseringsstrategier hos både kommuner og stat rulles ud i disse år. Sociale medier er med til at understøtte digitaliseringen på en borgernær måde.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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. Dell’s Social
Journey
Online Community Strategy &
10 Global Marketing
Planning
11. Five years of experiments and experience
Global Marketing
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) 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
13. Listening: The Heart of our Social
Strategy
A critical first step, a social “trojan
horse”, and the social radio for all.
13 Confidential Global Marketing
10/0
5/11
14. Social Media & Community
University:
Employees = Social Rock Stars
Principles
Policy
Governance
Training, Certification &
Tools
Global Marketing
15. SMaC Talk
Unconferences:
Social Media Live!
15 Confidential Global Marketing
16. ROI = A Mosaic of Value
16 Confidential Global Marketing
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. 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
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
Groups
Online Community Building
Global Marketing
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 / Expectations
21 Online Community Strategy & Planning Global Marketing
22. 3. Prioritize based
on opportunity
22 Online Community Strategy & Planning Global Marketing
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 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)
23 Online Community Strategy & Planning Global Marketing
24. 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
24 Confidential
Global Marketing
25. Looking forward:
Reputation Management
Advocacy
Federation
Social Value Measurements &
Standards
25 Confidential Global Marketing
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 & Planning
26
http://www.flickr.com/photos/michaelholden
Global Marketing
27. 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
27 Confidential Global Marketing