This document discusses building sustained community engagement through social media. It begins by discussing how trade was originally based on dialogue and relationships, but the Industrial Revolution ushered in an age of mass production, markets, and communication. Social media has grown enormously in the past decade. The document outlines Dell's journey with social media and how it can be useful across the customer lifecycle. It discusses the importance of building internal communities among employees and providing training. Finally, it provides guidance on planning for community engagement by articulating goals, researching customer needs, and prioritizing opportunities.
So I was spoke at an automotive event, and it reminded me of some work that I did with my team over the holidays. We gathered some examples of what various car dealerships have been doing on their social channels, and I added comment in the style of my book, Jab, Jab, Jab, Right Hook. Today I decided to re-release the case studies in a new format specifically for Slideshare! Whether you're in the automotive industry or not, these critiques should provide some substantial value to anybody looking to improve the quality of their social content.
IPA Eff Fest: Phil Barden, Decode Marketing The_IPA
Presentation given by Phil Barden of Decode Marketing at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
So I was spoke at an automotive event, and it reminded me of some work that I did with my team over the holidays. We gathered some examples of what various car dealerships have been doing on their social channels, and I added comment in the style of my book, Jab, Jab, Jab, Right Hook. Today I decided to re-release the case studies in a new format specifically for Slideshare! Whether you're in the automotive industry or not, these critiques should provide some substantial value to anybody looking to improve the quality of their social content.
IPA Eff Fest: Phil Barden, Decode Marketing The_IPA
Presentation given by Phil Barden of Decode Marketing at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
This contains the entire 4-napkin health care series in one file. It makes more sense to read this one now than the others since it is the complete set all in one file.
Introduzione al web marketing: i concetti base, le analogie e differenze col marketing tradizionale, come pianificare una strategia di web marketing, quali sono le fasi strategiche e le attività operative.
Questa introduzione è stata tratta dal corso di web marketing che si è tenuto a Bologna dal 7 all'11 e dal 14 al 18 maggio 2012, organizzato da Studio Samo (www.studiosamo.it).
Anchorman 2 Changed what it Means to Be a MovieGary Vaynerchuk
It's not just enough to make a movie, market it with trailers, and call it a day. Check out how the team behind Anchorman 2 went above and beyond to change the way movies are sold.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
This presentation explains the importance and the description of the role of a Chief Digital Officer in any organization. This was presented by me at DQ Live 2015 event organized by Cyber Media Group on 11th March 2015 at The Grand New Delhi in front of 400+ business and technology leaders. Post which i was interviewed by ET Now TV Channel as well and event highlights along with key people's bytes were broadcasted by ET Now.
L’insieme delle attività che attraverso l’uso di strumenti digitali
sviluppano campagne di marketing e comunicazione integrate,
targetizzate e capaci di generare risultati misurabili che aiutano
l’organizzazione a individuare e mappare costantemente i bisogni
della domanda, a facilitarne gli scambi in modo innovativo,
costruendo con la stessa una relazione interattiva che genererà
valore nel tempo.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Archetipi di Brand: che cosa sono e a cosa servono | Meta Line Digital AgencyMeta Line
Slide del live Webinar del 30/09/2020 con Enrico Zottis e Marco Ronco di Meta Line Digital Agency.
Un'azienda non è solo un logo o un nome, ma porta con sé storie e valori in grado di suscitare emozioni nel pubblico.
La teoria degli archetipi di brand illustra molto bene questo concetto e ci dà delle utili linee guida per creare una brand identity definita, con cui posizionare il marchio nella mente dei consumatori.
Scaletta del webinar:
- Cosa sono gli archetipi di brand
- Quali sono gli archetipi di brand
- Come usarli in una strategia di marketing
We’re all trying to find that idea or spark that will turn a good project into a great project. Creativity plays a huge role in the outcome of our work. Harnessing the power of collaboration and open source, we can make great strides towards excellence. Not just for designers, this talk can be applicable to many different roles – even development. In this talk, Seasoned Creative Director Sara Cannon is going to share some secrets about creative methodology, collaboration, and the strong role that open source can play in our work.
This lecture looks at Determinism and Technological Determinism. This lecture is part of the Media and Cultural Theories module on the MSc and MA in Creative Technology and Creative Games at The University of Salford.
This contains the entire 4-napkin health care series in one file. It makes more sense to read this one now than the others since it is the complete set all in one file.
Introduzione al web marketing: i concetti base, le analogie e differenze col marketing tradizionale, come pianificare una strategia di web marketing, quali sono le fasi strategiche e le attività operative.
Questa introduzione è stata tratta dal corso di web marketing che si è tenuto a Bologna dal 7 all'11 e dal 14 al 18 maggio 2012, organizzato da Studio Samo (www.studiosamo.it).
Anchorman 2 Changed what it Means to Be a MovieGary Vaynerchuk
It's not just enough to make a movie, market it with trailers, and call it a day. Check out how the team behind Anchorman 2 went above and beyond to change the way movies are sold.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
This presentation explains the importance and the description of the role of a Chief Digital Officer in any organization. This was presented by me at DQ Live 2015 event organized by Cyber Media Group on 11th March 2015 at The Grand New Delhi in front of 400+ business and technology leaders. Post which i was interviewed by ET Now TV Channel as well and event highlights along with key people's bytes were broadcasted by ET Now.
L’insieme delle attività che attraverso l’uso di strumenti digitali
sviluppano campagne di marketing e comunicazione integrate,
targetizzate e capaci di generare risultati misurabili che aiutano
l’organizzazione a individuare e mappare costantemente i bisogni
della domanda, a facilitarne gli scambi in modo innovativo,
costruendo con la stessa una relazione interattiva che genererà
valore nel tempo.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Archetipi di Brand: che cosa sono e a cosa servono | Meta Line Digital AgencyMeta Line
Slide del live Webinar del 30/09/2020 con Enrico Zottis e Marco Ronco di Meta Line Digital Agency.
Un'azienda non è solo un logo o un nome, ma porta con sé storie e valori in grado di suscitare emozioni nel pubblico.
La teoria degli archetipi di brand illustra molto bene questo concetto e ci dà delle utili linee guida per creare una brand identity definita, con cui posizionare il marchio nella mente dei consumatori.
Scaletta del webinar:
- Cosa sono gli archetipi di brand
- Quali sono gli archetipi di brand
- Come usarli in una strategia di marketing
We’re all trying to find that idea or spark that will turn a good project into a great project. Creativity plays a huge role in the outcome of our work. Harnessing the power of collaboration and open source, we can make great strides towards excellence. Not just for designers, this talk can be applicable to many different roles – even development. In this talk, Seasoned Creative Director Sara Cannon is going to share some secrets about creative methodology, collaboration, and the strong role that open source can play in our work.
This lecture looks at Determinism and Technological Determinism. This lecture is part of the Media and Cultural Theories module on the MSc and MA in Creative Technology and Creative Games at The University of Salford.
Managing the online social consumer: A guide to social media marketing for Ma...Anand Varadarajan
The modern consumer seeks a flawless online experience as well as consistent high quality brand engagement. The consumer of today wields the power of social media that can establish or destroy a brand. Becoming social has become mandatory now rather than being just a marketing experiment. The presentation studies the emerging behavioral traits of an online social consumer and suggests practical tips for online marketers, CEOs and project managers to ace the new social trend.
Jussi-Pekka Erkkola (Nokia) presentation in N2 Social Media Hub on 31.3.2011.
http://facebook.com/N2SocialMediaHub
Attend the next Social Media Hub: http://bit.ly/socialmedia2011
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Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
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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?
Similar to From Campaigns to Community: Building Sustained Community Engagement (20)
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If you liked this, you will the latest tech news on http://TechPageOne
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From Campaigns to Community: Building Sustained Community Engagement
1. From Campaigns to
Community: Building Sustained
Community Engagement
Bill Johnston - @BillJohnston
Director of Global Online Community
2. Trade was
initially tied to
dialogue, commu
nity and
relationships.
2 Online Community Strategy & Planning Global Marketing
3. The Industrial
Revolution
ushered in the
age of “mass”
3 Online Community Strategy & Planning Global Marketing
4. the age of mass:
production
markets
communication
4 Online Community Strategy & Planning Global Marketing
5. Any color. As
long as its black.
5 Online Community Strategy & Planning Global Marketing
6. But as the
wedge
grew, things
got…
well, weird.
6 Online Community Strategy & Planning Global Marketing
7. “Mass” begat
“same” and
“consumer”
7 Online Community Strategy & Planning Global Marketing
8. Image courtesy of
8 Online Community Strategy & Planning Global Marketing
http://www.flickr.com/photos/michaelholden
9. Dec 2000: 360 Million
June 2010: 2 Billion
444% growth!
~1/3 global population
online
9 Online Community Strategy & Planning Global Marketing
10. Social Media
describes a large
spectrum of tools and
activities
Online Community is
a discrete portion of
that spectrum
10 Confidential Global Marketing
12. Dell’s Social
Journey
Online Community Strategy &
12 Global Marketing
Planning
13. Five years of experiments and experience
Global Marketing
14. Social Media can be useful everywhere across the
entire customer lifecycle.
• Insight: Social media improves
Dell’s reach and share of voice
• Insight: SM keeps customers
engaged, provides solutions
and improves loyalty.
Dell.com
• 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. Listen.
Engage.
Act.
15 Online Community Strategy & Planning Global Marketing
16. Building the
Internal
Community
Your Employees
= Your Social
Rock Stars
16 Confidential Global Marketing
17. Articulate External
Communities External
Community
External
Community
a Vision:
Vibrant Customer
Communities Customer
communities
External Communities External
Community Community
inside & out Promoters &
Promoter & VIP VIPs
Communities
-Internal
Communities of Internal
Experts drive
community
Practice Communities of Dell
Community engagement.
Practice of Practice
-Exclusive Promoter
& VIP Communities Community Management & Moderation
Community
-Segment-based Platform & Community Platform
Customer Operations
Communities
-Priority “Outpost” Insights, Measure SCRM & Social
Communities ment & Social e-commerce Analytics & Insight
Profile
Data
17 Confidential
Global Marketing
18. Social Media &
Community University
Principles
Policy
Governance
Training, Certification &
Tools
Global Marketing
19. SMaC Talk
Unconferences:
Social Media Live!
19 Confidential Global Marketing
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
Groups
Online Community Building
Global Marketing
24. Example: 3 types of engagement
Support Affinity Ideas
24 Online Community Strategy & Planning Global Marketing
25. Discuss Goals
2. Articulate • Intention
your business • Value
goals • Risks
• Staffing / Overhead
• Leadership / Culture change
Process
• Stakeholder Interviews
• Working Sessions
• Synthesis
25 Online Community Strategy & Planning Global Marketing
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 & contributions
26 Online Community Strategy & Planning Global Marketing
27. 4. Prioritize based
on opportunity
27 Online Community Strategy & Planning Global Marketing
28. Social Ecosystem
Social 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
• http://bit.ly/ocb2beco
28 Confidential Global Marketing
29. 5. Community
Engagement is
Oxygen
29 Online Community Strategy & Planning Global Marketing
30. Engagement
Engagement Tactics
• Content, Content, Content
(did I mention content?)
• Engagement Calendar
• Active Community
Management
• Regular Communication
• Acknowledge Contributions
• Feature Members
• Incentives
• Reputation
30 Confidential Global Marketing
31. ROI = A Mosaic of Value
31 Confidential Global Marketing
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. 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.
brand awareness, not effective at acquisition 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 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
Facebook is not as effective as email in driving Facebook pages are effective for doing
retention / repeat visits business
Global Marketing
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. 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, #cmtych
at tags
35 Confidential Global Marketing
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.
Internet – web 1 (search connecting docs), web 2 (soc networks connect people)http://matthewgress.com/galleries/www/tn/Internet%20Graph%201069646562.LGL.2D.4096x4096.png.html
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 dell.com 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