The document discusses the evolution of business organizations and marketing in the context of social media's impact on brand management. It highlights the shift from traditional marketing methods to interactive strategies that focus on engaging customers and fostering community. The case study of Dell's use of social media showcases the benefits of listening to customer feedback and integrating social media into various business functions.

1. USING SOCIAL MEDIA TO MANAGE YOUR BRAND AND ORGANIZATIONRichard Binhammer, Director, Social Media and CommunityMarketing2Conference, Paris, March 28th, 2011

2. A Revisionist and Simplistic Look at Evolution of Business Organizations and Marketing….2

3. Business and Technology: aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations3

4. Business Management: Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.4

5. Bureaucracy: a rational, efficient method of organization…hierarchical authority & functional specialization.5

6. Marketing:Evolved from production & efficiency models used in business to a selling orientation, where marketing deals with the needs, wants and demands of customers6

7. Tremendous ReachMass MarketsCustomer Segments

8. Marketing and Business:more efficient & productive…All for you!8

9. Creation of Iconic Brands9

10. Business Success = Dominance and Power10

11. Something Happened.Can it be harnessed for brands and business organizations 11

12. 75 Year Difference in Business Life Expectancy since 193612Source: Deloitte Report: John Hagel

13. Were markets really always conversations? 13

14. Are Businesses Less Machine and more Networked Organism?Human Organizations14

15. Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached15

16. Interactive Web:First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to useSource: Mary Meeker, 2010 Internet Trends

17. Beyond Technology:People at work and as customers17Cartoon from Gaping Void

18. The world around us is changing18Control is not as successful as influencecompanies that embrace this the fastest will winDisintermediation between the customer and the expert is happening already

19. Users spending moretime across the web engaging –beyond company’s website

20. Customerstrust their peers more, but also trust real “experts”

21. Traditional methods are not scaling; Does Social Media?From Business & Marketing as Broadcasters to People Having Conversations and Connecting“The Miracle of the Web” push and publish, Barry Diller

22. 20AuthorityExchangeCommunity

23. 21Business and Markets Organizational Context Changes: From Controlled Hierarchy to Connected Networks of PeopleSource: David Armano

24. 22Source: David ArmanoMulti Dimensional Perspective of Markets and Customers

25. Brands: Not Icons.Rather, Living Brands23“In a competitive world, organizations are realizing that only people can brand products or services – that we are not just selling a branded product, but a mass of branded people who support and deliver.”Helena Rubinstein, Founder and Managing Director of The Lab

26. 24ConfidentialDell’s Social Media Experience:May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launchedOctober 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” December 2006Ratings and Reviews on Dell.comFebruary 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connectionsAugust 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach20062008March 2010China Micro-Blogging200920072009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. 2010January 2008Dell Aligns Organization for SuccessJanuary 2009Dell Organizes in to 4 customer focused business unitsJanuary 2007StudioDell LaunchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2008Channel Blog LaunchedMarch 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. 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.Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business unitsNovember 2007DellShares LaunchedThe first investor relations blog by a public company.

27. Opportunity: A powerful ecosystemDell.comOur CommunitiesExternal CommunitiesTeam MembersConfidential25

28. Leverage social media to drive various business functions26Product DevelopmentFeedback Loop

29. Early Warning

30. New Product IdeationMarketingDemand Forecast

31. Lead Generation

32. Message ReachOnline PresenceRatings & Reviews

33. Communities

34. Customer StoriesSalesCollaboration

35. Thought Leadership

36. BlogsCustomer ServiceListening

37. Support Widgets

38. OutreachCommunicationRich Media

39. Brand Reputation

40. Influence

41. Reputation27Confidential3/21/2011Listening to Be A Better Business, Across the Business

42. Customer Centricity:Inform and Drive Every Part of the Business, The Social Radio for All Employees28

43. 29But Does It Scale? Channel versus Tools

44. Empowering Employees: Social Media & Community UniversityPrinciples Policy Governance Training & tools

45. Customer Connected Employees are your company’s rock stars31

46. Not campaigns, but in harmony across the fabric of a companyProduct GroupQUALITYDEMANDMarketingServices SolutionsCREDIBILITYCONVERSIONOnlineSalesCYCLE TIMECustomerServiceRESOLUTIONCommsPR & HRREPUTATION

47. Big ChangeInfrastructure Evolving33

48. 34guideposts

49. Where is the ROI Business Value of Social Media35

50. Social Business ValueExperimentProductApplicationBuild OutConnected and Scaling

51. 37Primary social media focus

52. Sentiment

53. Listen, learn and improve business

54. Your fans deserve appreciation

55. Advocates deserve attention too

56. Inform your products

57. Showing you care about customer

58. Purchase or deeper interest

59. Where customers are

60. Do they like/love you?

61. What are they saying

62. They recommend you

63. Share links with friends

64. Rating & Reviews

65. Publicly complaining

66. Going to your websiteIdentify your business objective Choose the metrics that help you measure & evolve

67. Social Media Business Measurement: Popular assertions/beliefs vs Dell findings to date:38

68. Meanwhile Back at the Office

69. Our fabric is changing40Confidential

70. Before and After SocialCompanies must invest in building social capital and connect with individual’s social capital

71. Outcome: sustainably connected social business42Confidential

72. you gonna miss the old car?

73. Connecting Around the Webwww.dell.com www.dell.com/conversations www.direct2dell.com www.dell.com/twitter http://www.slideshare.net/dell_inc http://www.youtube.com/user/DellVlog http://www.flickr.com/photos/dellphotos/ http://www.facebook.com/dell

74. Photo CreditsSlide 3: http://jamesfuller.itiws.com/Photos_and_Videos.htmlSlide 4: http://www.exportlawblog.com/archives/2559Slide 6: http://3.bp.blogspot.com/_fSBG-rKwGJU/SB8_CHk1XLI/AAAAAAAAAmg/yMe2IA-JyXA/s400/Shibuyaatnight1.jpgSlide 9: http://ezwans.blogspot.com/2009_01_01_archive.html,http://stetoscope-blog.com/2008/10/22/my-name-to-brand-a-product/http://millennialmarketing.com/2010/01/millennials-discuss-the-iconic-brands-of-their-generation/http://2.bp.blogspot.com/_cI9SWqZXuAE/SchIksttuGI/AAAAAAAABQE/Ai0naaAES5E/s1600-h/Pontiac1956Strato.jpghttp://ford.artehouse.com/perl/options.pl?imageID=64104&productTypeID=57&ckon=imageThumb&sessionID=0a5cd21300893b816783e1984850fc8cSlide 10: http://farm1.static.flickr.com/254/454778325_0bf9edb41b.jpgSlide 12: http://www.flickr.com/photos/malloreigh/104878636/sizes/o/in/photostream/Slide 14: http://communicationnation.blogspot.com/2011/02/connected-company.htmlSlide 15: http://www.technologyreview.com/player/07/06/19Rowe/1.aspxSlide 20: http://www.flickr.com/photos/milivoj/2166043959/sizes/l/in/photostream/ http://www.flickr.com/photos/markb120/2992327415/sizes/l/in/photostream/, http://clog.dailycal.org/2009/07/20/police-chief-showdown-finally-over/Slide 33: http://www.examiner.com/ford-in-national/ford-model-t-was-the-original-off-road-vehicle-because-it-had-to-beSlide 34: http://www.flickr.com/photos/calebkerr/4303990434/Slide 40: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpgSlide42: http://www.wide-eyed.org/images/articles/london1.jpg45

75. Thank You